In this episode of Expert Exchange, ​@DinoDelic sits down with Ellen Gerstein, Senior Director of Content Strategy & Digital Communications at Pfizer, to explore what it takes to create content that builds real trust—and doesn’t get lost in the noise.

Ellen shares how she scaled her team, launched an employee advocacy program with over 75 million social impressions, and keeps her strategy grounded in user experience—even at one of the world’s largest pharmaceutical companies.

This one’s for content leaders, communicators, and brand strategists trying to show impact inside complex organizations.

What you’ll take away:

• <05:20] Why thinking like an outsider is Ellen’s superpower—and how she keeps that perspective after 8+ years at Pfizer

• >09:40] What metrics actually matter for content success (hint: it’s about depth, not just reach)

• /17:00] Why reading the comments is underrated—and how anecdotes can be more powerful than dashboards

• s25:45] What authentic employee advocacy really looks like (and why pre-approved content falls flat)

• )31:10] How two summer interns helped shift Pfizer’s employer brand—with nothing but a smartphone and a bacon, egg, and cheese