In pharmaceutical research, few leaders combine heart, strategy, and innovation as seamlessly as Julie-Ann Cabana. As Chief Marketing Officer of Altasciences, Julie-Ann has shaped a marketing vision that is not just about promoting services — it’s about connecting people, telling authentic stories, and pushing the boundaries of what’s possible in a traditionally formal industry.
But how did she get here, and what lessons can other leaders draw from her journey?
From Aspirations of Medicine to Global Business Leadership
Julie-Ann’s path wasn’t always destined for marketing leadership. She initially pursued a pre-med program in Kinesiology, even securing admission to medical school. Yet, something inside nudged her toward another calling — the business side of healthcare, where she realized she could create a broad impact.
Her passion for improving people’s health was sparked early by personal experience. As she watched her grandparents fight heart disease and diabetes, she saw how modern medicine could do more than treat illness—it could extend life. “Those extra years with my grandparents meant everything to me,” Julie-Ann recalls. The gift of more time with them left a lasting impact, inspiring her lifelong commitment to healthcare.
Julie-Ann’s career began in 1998 at Origenix Technologies, a small biotech company. She then moved into the CRO space at CTBR Bio-Research (now part of Charles River Laboratories) in Montréal, where she advanced from account management to Head of Marketing. In 2008, she took a leap to Shanghai, joining Charles River Laboratories on a global scale—first as Director of Business Development, then as Head of Global Marketing for the company’s entire Preclinical Division.
Her experience in China was so rewarding that she accepted a role at WuXi AppTec, where she served as Executive Director of Business Development and Marketing from 2011 until 2014.
China became a formative chapter, both professionally and personally, until 2014, when her mentor, Chris Perkin, invited her back to North America to join Altasciences. Here, she found her “true home” — a place where she could lead with purpose and passion.
Crafting a Human-Centered Marketing Vision
When Julie-Ann assumed leadership of Altasciences’ marketing team, she had a clear goal: make the messaging human, not corporate. Having worked across continents and cultures, she recognized that the most impactful communications are not company-to-company but person-to-person.
This philosophy shaped how she built her team and strategy. From day one, Julie-Ann set out to disrupt the norms of drug development marketing, avoiding dry corporate lingo in favor of authentic, meaningful, and engaging conversations. “We weren’t here to just inform — we were here to engage,” she says.
As Altasciences expanded its services, moving from generic drug testing to a fully integrated early-phase drug development solution, the marketing evolved too. Today, the team’s messaging reflects a broader expertise and a global reach, staying dynamic and relevant in an ever-evolving industry.
Building a High-Impact, Agile Marketing Team
Building a high-impact, agile marketing team was pivotal to Altasciences‘ success, serving as the cornerstone of its marketing achievements.
By assembling a team characterized by cross-functional expertise, adaptability, and a data-driven mindset, Altasciences was able to swiftly respond to shifting market dynamics and client needs in the fast-paced drug development industry. This agility empowered the team to execute targeted campaigns, rapidly iterate on strategies, and maintain alignment with evolving business goals.
The result was increased brand visibility, stronger client engagement, and a measurable impact on business growth—all driven by a cohesive, nimble team structure designed for continuous improvement and high performance.
Julie-Ann’s marketing team is small but mighty. What started as just three team members in 2018 has evolved into a dynamic group of fourteen professionals, each with unique expertise but united by a shared mission.
Julie-Ann is intentional in hiring. She prioritizes curiosity, agility, and shared values just as much as technical skills. “Skills can be taught, but mindset, passion, and collaboration can’t,” she emphasizes. She cultivates a culture of openness, innovation, and continuous development, where everyone feels empowered to share ideas and challenge the status quo.
A Culture Built on Values and Creativity
The marketing team embodies Altasciences’ core values in every initiative:
- Customer Focus: Understanding client needs and delivering targeted, meaningful campaigns.
- Quality and Excellence: Meticulous planning, execution, and data-driven results.
- Integrity: Transparency in messaging and ethical standards.
- Respect: Valuing diverse perspectives and collaboration.
- Employee Development: Providing mentorship and continuous learning opportunities.
This foundation fosters not only creativity but resilience. Julie-Ann believes creativity and flexibility go hand-in-hand, keeping the team motivated and inspired. Whether it’s quarterly team meetings to celebrate successes or weekly check-ins to offer support, the culture is one of recognition, inclusion, and shared purpose.
Innovative Campaigns That Break the Mold
One of the team’s standout achievements came in 2019 when Altasciences rebranded around three pillars:
- Seeing opportunities: Partnering with leaders to unlock new possibilities.
- Moving with confidence: Adapting to clients’ needs and driving research success.
- Outsmarting issues: Anticipating and navigating hurdles proactively.
These pillars come alive in the company’s tagline, “Moving in unison,” reflecting Altasciences’ integrated, forward-thinking approach. Julie-Ann’s team made a bold design choice, opting for green for their logo color and primary brand color (symbolizing growth and prosperity) instead of the industry-standard blue. Their marketing leans heavily into human-centered storytelling, sharing not just data but the faces and personal stories behind the science.
From audiobooks and videos to behind-the-scenes glimpses of Altasciences’ people, the team uses innovative, accessible formats to connect with audiences. Their global footprint spans media sites, Google Ads, Business Wire, LinkedIn, YouTube, scientific journals, podcasts, and conferences, ensuring Altasciences is visible across every channel.
The Tools Driving Strategy and Performance
While creativity fuels the team, technology powers their precision. Julie-Ann’s team relies on:
- ERP systems for performance tracking and workflow approvals.
- Professional design and video tools for top-tier visual content.
- Marketing automation and CRM platforms to build targeted, data-driven campaigns.
- AI platforms to accelerate content development and free up time for creative strategy.
- Communication and project management tools to ensure seamless cross-functional collaboration.
Success is measured through clear KPIs such as marketing-influenced opportunities, website traffic and inquiries, social and video engagement, conference impact, industry recognition, Google rankings, and more. Weekly, monthly, and quarterly reports, alongside dashboards and daily optimizations, ensure the team remains agile and aligned, while keeping the company fully informed of all ongoing marketing initiatives and their outcomes.
Importantly, Julie-Ann also values human feedback. Peer kudos, client appreciation, and internal recognition all play a role in defining success, ensuring that the team’s spirit stays as strong as its metrics.
Overcoming Challenges and Nurturing Talent
One of the biggest challenges Julie-Ann has faced is finding the right balance between specialization and agility. In a complex field like drug development, team members must master their craft and understand the broader business landscape.
Her solution? Hiring for mindset and creating a culture of shared goals, open communication, and empowerment. She emphasizes that a leader’s job isn’t just overseeing work, it’s ensuring their people are set up to thrive. “When your team members are thriving, challenged, and supported, the team as a whole will excel,” she says.
Future-Ready: Preparing for the Next Half of 2025 and Beyond
Looking ahead, Julie-Ann and her team are actively preparing for the evolving marketing landscape.
- Additional AI and automation will enhance content creation, campaign optimization, and targeting.
- New personalized content experiences like podcasts, videos, and interactive platforms will cut through digital noise.
- Ongoing cross-functional collaboration will ensure alignment across marketing, sales, operations, and scientific teams.
Above all, Julie-Ann is focused on nurturing her people, encouraging continuous learning, experimentation, creativity and career development. “The future of marketing will belong to those who adapt quickly and communicate with purpose,” she says confidently.
A People-First, Purpose-Driven Legacy
For Julie-Ann, the most exciting part of the future isn’t just the campaigns — it’s the people. As Altasciences continues to grow, her focus remains on nurturing each team member’s unique strengths and building a culture rooted in collaboration and shared success. As she puts it, “Behind every successful organization are the people who make it possible—dedicated employees are the true engine of lasting success.”
Her advice to other CMOs? Don’t rush to fill roles. Build teams intentionally, invest in their development, and create an environment of trust, clarity, and shared purpose. “A great team isn’t just built — it’s nurtured,” she reminds us.
Through heart, strategy, and innovation, Julie-Ann Cabana has not only elevated Altasciences’ marketing — she’s redefined what it means to lead with purpose in an industry where the human element matters most.
About Altasciences
Altasciences is a leading mid-sized contract research organization (CRO) that provides comprehensive, integrated early-phase drug development services. Founded in 1995, Altasciences operates across nine research facilities in the U.S. and Canada, with additional presence in the UK.
Specializing in preclinical research, clinical trials, bioanalysis, manufacturing, and analytical services, Altasciences partners with pharmaceutical and biotechnology companies to accelerate the development of life-saving therapies. Known for its flexible, people-first approach, the company emphasizes innovation, collaboration, and personalized service, helping clients move forward with confidence, efficiency, and success.
Company Details
- Company Name: Altasciences
- Founding Year: 1995
- Office Locations: Nine research and development facilities strategically located across Canada and the U.S. (Montreal, Kansas City, Seattle, Greater Montreal, Philadelphia, Los Angeles, Scranton, Columbia, Sacramento) and an office in the UK.
- Official Website: www.altasciences.com
- Industry/ Sector: Pharmaceutical Contract Research
Leader’s Profile
- Name of the Featured Leader: Julie-Ann Cabana
- Designation: Chief Marketing Officer
- Brief Background & Experience:
Julie-Ann’s career in life sciences began in 1998 at Origenix Technologies, a biotech company in Montréal. In 2003, she joined CTBR Bio-Research (now Charles River Laboratories), starting in account management and then as Head of Marketing for the Montreal facility. In 2008, Julie-Ann moved to China to become Director of Business Development for Charles River Laboratories Shanghai, before serving as Head of Global Marketing for Charles River Preclinical Division. In 2011, Julie-Ann joined WuXi AppTec as Executive Director of Business Development.
In 2014, Julie-Ann returned to North America and joined Altasciences as Executive Director of Business Development, and grew into her current role as Chief Marketing Officer.
Company Highlights
- Key Services/Offerings: Preclinical, Clinical, CRO Services, Bioanalysis, Manufacturing
- Awards Received:
Click here for a list of all of Altasciences’ awards
Since 2014, Altasciences has been recognized multiple times at the CRO Leadership Awards. Most recently, in 2024, it was honored as a CRO Leadership Award Champion in the Capabilities (Small Pharma) category.
- CDMO Leadership Awards in the Small Dosage Form (North America) category.
- Insights Care’s Most Trusted CRO to Watch, 2023
- GHP Biotechnology Award, Best Global CRO 2023
- GHP Healthcare & Pharmaceutical Awards, Most Innovative Pharmaceutical CRO 2023 North America
- Scrip Awards 2023: Best Contract Research Organization (Full-Service Provider)—Finalist
- CEO Chris Perkin is a PharmaVoice Red Jacket Honoree (2019), a lifetime award after he received PharmaVoice 100 recognition four consecutive years (2017-2018)
- Altasciences’ Chief Scientific Officer, Beatrice Setnik, was named a PharmaVoice 100 honoree in 2024
- Altasciences’ Chief Scientific Officer, Beatrice Setnik, PhD and General Manager and Co-Medical Director, Dr. David Nguyen, MD, are both finalists in the 2025 Citeline Awards, in the Industry Achiever category.