When Tess MacGibbon joined The Lacek Group in 2018, she brought with her nearly two decades of experience in marketing for companies and organizations including The Medical Alley Association, St. Jude Medical, 3M Health Care, Coloplast, and Medscape. As senior director of thought leadership and health care, MacGibbon has built the Minneapolis-based firm’s thought leadership content from the ground up. She works across teams to ideate, develop, and curate content on topics and trends that elevate and position the brand as a credible authority in its space. She and her teams have driven double-digit engagement across social channels and campaigns. In 2021, earned media increased by 550%. In 2½ years, MacGibbon broadened The Lacek Group’s audience reach from 845,000 to 565 million, with thought leadership content the No. 1 driver of traffic.