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Business Observer Wednesday, May 16, 2018 6 months ago

Back care center adds branding expert to executive leadership team

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M. Kathleen Donald joins Tampa-based Laser Spine Institute as its new chief marketing officer.

TAMPA — Laser Spine Institute, a Tampa company specializing in minimally invasive spine surgery, hired M. Kathleen Donald as chief marketing officer.

According to a press release, Donald brings to the role nearly three decades of experience working with brands such as Ford, Pier 1 Imports, Edward Jones and the U.S. Navy. Prior to joining Laser Spine Institute, she was the general manager of Dassault Systemes’ 3DXCITE division, and she has also held key roles at advertising agencies Campbell Ewald and Ogilvy & Mather.

Donald, the release states, was led by her own chronic back pain to Laser Spine Institute, where she hopes her professional experience will help people lead healthier lives.

“Because I’ve walked that same, painful path so many of our patients are currently on, I understand what they’re going through,” Donald states in the release. “It’s why I wanted to be part of helping them find a solution.”

Donald will lead all aspects of Laser Spine Institute’s brand development, including direct marketing, advertising, internal communications, public relations and strategic planning.

“Kathleen is a seasoned, results-driven professional who has developed a reputation as a collaborative and innovative leader who builds high performance, cross-functional teams,” states Roger Cary, the company’s president and CEO, in the release. “We are absolutely thrilled to welcome Kathleen as a core member of our executive leadership team.”

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