Strategic Marketing & Planning, Business Intelligence, CX, Research, & Analytics

Set marketing strategies to support institutional initiatives using business intelligence gathered from market research, analytics and other relevant KPIs. Motivated and led a data-intensive team focused on executing projects with focus on detail and quality.• Tracked patient acquisition by campaign using a sophisticated architecture to share most effective campaign tactics with media teams.• Calculated patient advertising ROI in addition to initiating attribution modelling and leads scoring.• Launched and completed a brand valuation study to demonstrate the institution’s brand value to new leadership, finance, and faculty. The study findings were compared with a similar study conducted a decade earlier and demonstrated significant growth.• Monitored cancer service lines’ Houston market share.• Refined on-going research studies such as brand awareness, concept and website analytics and testing, focus groups, etc.• Improved upon the institution’s competitive intelligence program which tracks competitors’ advertising spend, messaging, brand awareness and reputation, etc. • Conducted research for one of the graduate schools that convinced leadership to rebrand, including a name change, and helped increase awareness and ranking of the graduate school.• Implemented tests on website to make changes that increased patient referrals.• Improved the Children’s Art Project website, performance and sales through research and analytics.• Partnered with the Development/Fundraising, Sponsorships, and Corporate Alliances to improve their events and initiatives through personalized research.• Implemented Domo, a visualization tool, for real-time data access.• Year-over-year AMA Crystal Awards winner for research studies.• Led RFPs working closely with the Legal/Sourcing depts. to ensure compliance with UT System regulations.• Stewarded a $2.5 million budget, consistently staying on target

Manage Customer Insights & Research programs.

Business Development

Mergers & Acquisitions of off-shore assets

Database Engineer, Channel Marketing, PR and Analysts Relations