Debra Hammer Email & Phone Number

Florida, United States

I was hired to lead public relations and social content strategy / execution supporting an emerging health care strategy. After mitigating ACA, I transitioned to drive the launch of TurboTax Self-Employed (TTSE) to capture the growing market of 50M+ self-employed (SE) tax payers and then to TurboTax Live for Assisted Tax prep.* Positioned TTSE to dominate the SE category with 88% SOV, 1.25B impressions, 24% increase in media impressions for TT overall, 49% boost in thought leadership, and 47% growth in blog traffic.* Strengthened message pull through with a “show don’t tell” approach that resulted in interactives and product reviews in PC Mag Editor’s Choice among others. * Maximized impressions from a 2.5M projection to 10M – four times the expectation – by launching a first-of-its-kind influencer program at Intuit that bridged the message between TTSE and QuickBooks Self-Employed to deliver target messages for year-round financial awareness.* Mitigated impact of Affordable Care Act (ACA) on DIY tax filing by driving and leading a PR strategy that overcame prevalent Fear, Uncertainty, and Doubt (FUD) stories of major competitors with a message of simplicity of filing in year one of ACA tax compliance that was adopted by the IRS Commissioner. * Generated 463% increase in health care impressions year-over-year with 1.75B traditional media impressions at mid-season and 2.3B impressions at end of season.* Built ACA traditional share of voice from 0% to 36% against in-store and software competitors in year 1 of ACA compliance.

Albuquerque, New Mexico Area

Directed all aspects of State Exchange communications encompassing marketing, branding, social media, collateral, websites, presentations, outreach, media relations, crisis management, operations, and performance metrics. Created policy, process, and metrics to comply with current ACA guidelines, responded to issues with Federal Exchange HUB and enrollment process, and handled local/national media requests. Partnered with CMS, CCIIO, SERCO, and HSD to identify and resolve marketplace enrollment issues, while supporting expansion of Medicaid enrollment. Provided oversight and direction for communications vendors, brokers, and contractors. Managed $8M+ annual budget. Reported to State officials, Federal government, Board of Directors, and advocacy groups.* Obtained more than 35K enrollees in first year of ACA Exchange open enrollment.* Developed engaging campaign elements in three different languages/cultures (Spanish, English, Navajo). * Achieved phenomenal rate of social media engagement with Top 3 rankings on YouTube, Facebook, and Twitter among all 16 state exchanges.* Provided potential enrollees with access to estimated cost sharing reductions, subsidies, or monthly premiums prior to registration.

Albuquerque, New Mexico Area

Promoted through two positions, Manager and Director of Marketing and PR, within 19 months to provide strategic direction and oversight for internal/external communications and government relations for physician-led, multi-specialty medical group. Led development and execution of comprehensive marketing and communication plan for patient acquisition. Worked with lobbyists to identify and act on legislation/public policy with potential to impact group’s interests. Developed and managed $2M+ annual budget. Led team of three direct reports. Reported directly to COO.* Established comprehensive internal/external marketing, PR, and government relations department with three staff members and more than $1.5M in social media, advertising, community relations, and media outreach in 2012.* Played instrumental role in real-time response to crisis that displaced more than 100K+ customers. * Won support for ACO/coordinated care model with state officials.* Garnered more than 3,500 new Medicare Advantage patients under delegated-care model for provider group.

Albuquerque, New Mexico Area

Joined this start-up non-profit public/private partnership between Kellogg Foundation and New Mexico Lt. Governor’s Office to establish best management practices for communications, public relations, marketing, and community outreach. Contributed to grant writing, grant reporting, and institution of governing board/committee structures.* Positioned CPP brand, mission, and objectives by developing and deploying branding, website, and collateral materials.* Influenced collaborations among non-profit organizations and contributed to definition of CPP’s strategic, philanthropic direction.

Albuquerque, New Mexico Area

Promoted from PR and Marketing Coordinator to manage external message for six-hospital healthcare system. As primary media spokesperson, managed crisis communications and developed media relationships, pitches, and campaigns, as well as speeches and talking points for LHS hospitals, health plan, pharmacies, and laboratories. Sponsored and coordinated internal/external events and oversaw communications to media, government agencies, and general public.* Obtained $1M+ in earned media in one year.* Raised more than $850K for United Way during two-year tenure as Campaign Chair.

Albuquerque, New Mexico Area

Promoted from Associate in July 2003 to provide communications planning, event planning, crisis/issues management, community relations, government relations, media relations, and grassroots/grasstops organization for this full service PR firm. Clients included Forest City Covington, SunCal Companies, Washoe Medical Center, Dewey Square Group, Navajo Nation, CH2MHill, Harcourt Assessments, Dennis Chavez Foundation, Atrisco Companies, and DWI Resource Center.* Grew business 100% from $1M to $2M in revenue.* Strengthened clients’ internal/external communications.

Masters, Abd, History, American Cultural Studies

Bachelor Of Arts (B.A.), Communication, Journalism, And Related Programs, Magna Cum Laude