HGS BioScience

Madi Marsteller

Leading Beyond Technical Specialization

Honestly, I’ve been focused on figuring out how to navigate spaces where I’m not the technical expert but still need to make the work meaningful. Early on, I realized my role isn’t to be the technical expert but to communicate their work effectively so that people care about and understand it. I used to worry about lacking technical expertise in my early career, but I quickly learned to rely on knowledgeable colleagues, learn as much as I could, and support the process.

That’s shaped how I lead: I prioritize curiosity, collaboration, and perspective. The best ideas don’t come from marketing in isolation. They come from engaging with the team, asking better questions, and then stepping back to see the bigger picture. My job is to connect dots and make sure what we’re doing lands, not just exists.

Translating Complex Science into Clear Messaging

I think of it as storytelling, not simplification.

Instead of starting with “how do we explain this?” I start with “what’s the impact here?” or “why does this matter?” Once you anchor there, everything else becomes easier to shape.

I also permit myself to not understand everything immediately. If something feels confusing, that’s usually a signal that the message isn’t clear yet. So, I push for clarity internally first, then build messaging that feels intuitive, visual, and grounded in real-world meaning.

Key Trends in Life Sciences Marketing

What I’m seeing is a shift from broadcasting information to creating understanding.

There’s an expectation that marketing actually helps people learn, whether that’s growers, retailers, distributors, or even internal teams. That’s changing the type of content we create and how we show up.

At the same time, everything is getting more digital and more personalized, which is great, but it also raises the bar. You can’t just push content out anymore. It has to be thoughtful, relevant, and genuinely useful.

And overall, there’s just more pressure to be authentic. In this space, people can tell when something feels overly polished but empty.

Aligning Marketing with Business Goals

The closer marketing is to the actual work—research, partnerships, strategy—the easier it is to stay aligned. I try to make sure we're in the room early, listening, asking questions, and understanding where things are headed before we're asked to create anything. For example, our R&D team has an innovation summit each year. It is great to be involved—even if a lot of it is over my head—and get a look into what the team is working on, the why behind it, and really understand projects from start to finish.

From there, it’s about translating priorities into something actionable and making sure everyone sees how their work connects to the bigger picture. When people feel that connection, alignment happens more naturally.

Guidance for Science Marketing Leaders

Don’t try to become something you’re not. You don’t have to be the most technical person in the room to be effective. In fact, your outside perspective is often your biggest strength.

Focus on becoming a good listener and a clear communicator. If you can take something complex and make it feel obvious and meaningful, that’s incredibly valuable.