Solved brand, marketing, and product challenges for agency B2C/B2B clients. . Identified emerging client needs, conducted research, and set the direction for multi-channel campaigns, content activities, and communications. Formulated category, consumer, brand, and culture insights and authored creative briefs to fuel creative deliverables. • Transformed subscriber renewal program for Wolters Kluwer journals: Realigned journey based on audience wants, needs, preferences, and propensity model profiles. Built 32 touchpoint sequences with personalized messaging, offers, timing, and creative across media (print, email, coverwraps, telemarketing).

Clients included LeLe Sadoughi, AGL Resources

Promoted to a newly created role to evolve Advocate’s digital ecosystem. Architected, communicated, and built alignment on key journeys to deepen engagement and satisfaction. Defined the strategic business roadmap for digital experiences to inform continuous optimization and deliver a cohesive consumer experience. • Owned continual optimizations for Find-A-Doctor product based on analytics, user interviews, surveys, and usability testing.Impact: Increased online submissions by 53% within 1st yr.Awards: Best Doctor Directory-Silver by eHealthcare Leadership (2011).• Defined and managed web content strategy project for cardiac campaign across 12 websites.• Collaborated with subject matter experts, external writers, developers, and digital agency to develop microsite with new information architecture, editorial formats and calls to action - http://www.advocatehealth.com/heart

Promoted to spearhead $1M initiative to revamp outdated consumer website to improve user experience and enable eHealth transactions.Directly oversaw all phases of 6K+ page website redesign from project planning through design, development, and on-time launch. Analyzed web features, functionality, and tools to quantify business benefit/impact and define roadmap for online patient management and engagement. Continuously reported to SVP of Business Development and VP of Marketing on project status. • Led development for custom Find-A-Doctor search and appointment request product. Established vision and personalization strategy based on ecommerce search. Directed vendor through concepting, requirements, testing, and implementation.• Managed implementation of technical SEO efforts including website architecture, URL optimization and page template design.

Transformed market share objectives into service growth and award-winning campaigns for 3 hospitals and physician group. • Collaborated with agency partners on brand campaign rooted in patient stories in advance of new competitor cardiac program. Increased awareness and referrals across TV, OOH, print, digital, event, sponsorship, and PR channels. Awards: Best Integrated Marketing Campaign by HealthLeaders Media (2007)..

Orchestrated high-profile development meetings between 40+ writers and networks, studios, and production companies. Leveraged strong communications abilities to author correspondence to network and studio executives, managers, and lawyers.