Donald to Lead Marketing at Laser Spine Institute

Minimally invasive spine surgery center operator Laser Spine Institute has appointed M. Kathleen Donald as chief marketing officer.

Donald will work alongside the Laser Spine Institute’s president and CEO, Roger Cary, to engineer the integrated marketing road map, further amplifying the organization’s commitment to high-quality, patient-centered care.

It was Donald’s own search to find relief from a painful back condition that led her to her role at the Laser Spine Institute.

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

Prior to joining the Laser Spine Institute, Donald’s three decades of experience included roles as general manager at Dassault Systèmes’ 3DXCITE, chief operating officer at Campbell Ewald, and regional group brand director/senior European account director at Ogilvy & Mather. She worked on brands such as Ford, USAA, Pier 1 Imports, Edward Jones, and the U.S. Navy. She holds a bachelor’s degree in business studies from Wayne State University, a certification in applied strategic marketing planning from the University of Michigan, and a certification in Japanese language studies from the University of Detroit.

“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,” Cary said. “We are absolutely thrilled to welcome Kathleen as a core member of our executive leadership team.”

As chief marketing officer, Donald will lead all aspects of the Laser Spine Institute’s brand development, including direct marketing, advertising, internal communications, public relations, stakeholder engagement, and strategic planning. She will also analyze all current direct marketing functions, including technological tools, analytic tools, agency relationships, other partnerships, communication objectives and/or strategies, and reporting, while working with the leadership team to implement necessary changes and maximize efficiencies, timelines, and processes within the department.

The Laser Spine Institute currently operates surgery centers in Tampa, Fla., Scottsdale, Ariz., Philadelphia, Oklahoma City, Cleveland, St. Louis, and Cincinnati.