Develop and manage the Penn Medicine Lancaster General Health strategic marketing plan and budget. Provide strategic vision and direction on the implementation of campaigns and promotional plans to achieve system business goals, differentiate and build market awareness, preference, and volume. Collaborate with Strategic Business Development and provide market research insights to service line leads. Advance the Penn Medicine Lancaster General Health brand and all initiatives to enhance and ensure positive brand awareness, preference and voice within targeted service areas. Collaborate across Penn Medicine entities, including 5 hospitals, and leverage LG Health strengths and innovative approaches. Oversee the integration of the Penn Medicine brand in LG Health’s market. Oversaw the successful implementation and integration of the Evariant customer relationship management and marketing automation platforms, leveraging data, efficiencies, effectiveness in LG Health marketing campaigns improving results, patient journeys and marketing ROI. Executed a digitally-focused approach to target audiences, deploy geo-fencing techniques, generate and cultivate leads, leverage email marketing, conduct A/B testing for effective messaging and creative, analyze data, and optimize for better performance and efficiencies. Cultivate integration of marketing, advertising, public relations, physician relations, digital center and contact center project teams to ensure alignment in the execution of marketing strategies, messaging and brand enhancement. Manage high performing marketing, web services, physician relations teams of 18 professionals and freelancers, guide system special events, graphic design and marketing service line strategies and tactical coordination. Instill a customer service oriented culture with internal and external clients www.lancastergeneralhealth.org

Oversaw Geneia’s digital ecosystem, enhancing and extending its brand in the digital space. Crafted first digital plan and delivered on all goals and objectives on time and on budget. Led web sites, social media, blogs, mobile strategy, benchmarking, analytics and reporting, and integrated offline and online marketing efforts. Served as interim product manager for pilot MyCare Guide initiative, an innovative program that provided on-the-go access to health support for college students. Managed product development and roadmap, marketing website, vendor management and budgets.

Built, managed and grew the company’s digital properties, encompassing, websites, social media, and mobile apps. Tasked to extend Capital BlueCross brand into digital space. In coordination with IT, co-managed web site migration to new portal and upgrade of www.capbluecross.com to responsive design and enhanced the user experience; oversaw design and implementation of Capital Blue retail store website www.capitalbluestore.com. Instituted first web analytics reporting program.Built social media program including internal social media policies, response team, and editorial calendars and launched multiple social channels to support new branding campaign and enhance customer service options. Launched first mobile app and strategy for second.

Recruited to build New Media Division and Lottery’s online community. Launched and lead social media program; managed four stages of www.palottery.com redesign; launched texting program for winning numbers; deployed e-marketing initiatives; outlined strategy to grow VIP Players Club; and increased winner and benefits awareness.Developed and launched award-winning mobile site.Increased player engagement, and enhanced Lottery’s image and brand as fun and entertaining through enriched digital experiences.Oversaw digital point-of-sale system, maximizing it for optimum sales results. Coordinated with Research Division to test messaging and analyze subsequent sales results.

Served as Governor’s Office designee to oversee, review, and approve all state departments’ integrated marketing initiatives, advertising, media plans, web sites, and sponsorship's.Created and implemented Pennsylvania’s first-ever commonwealth brand, unifying all departments under the Governor’s Office jurisdiction while allowing for unique departmental identities. Managed Pennsylvania’s first strategically sourced media buying and creative services contracts valued at $30 million annually and operationalized across departments. Collaborated with Office of General Counsel to develop commonwealth’s first social media policy and protocols governing departments under the Governor’s Office jurisdiction.Oversaw successful marketing campaign for Pennsylvania's 2010 Tax Amnesty program that generated $261 million in back taxes over 54 days, surpassing by $71 million the $190 million goal with an ROI of 81 percent.Directed PennDOT’s “Catch The Keystone” campaign to increase riders on Amtrak’s Keystone line. During campaign’s initial run, ridership increased 26 percent over previous year.

Selected by new executive team to merge corporate communications and marketing departments into one cohesive team. Increased brand awareness for new company and enhanced market leadership positioning.Responsible for client events, including customer conferences, CEO summits and user-group meetings that served as retention and inside sales streams.Oversaw advertising and marketing communications, including research and evaluation of campaigns. Managed advertising agency and marketing vendors. Responsible for public relations programming, trade show programming, hospitality events, and budgets.Led employee communications, mergers and acquisitions communications, and annual report development. Managed department budget and supervised 10-person staff.

Launched public relations division's first formal business development initiative by targeting accounts, directing telemarketing firm for appointments, designing and giving sales presentations and developing prospect relationships. Increased division's growth through new clients. Served as agency spokesperson.

Developed public relations strategies to promote company, manage issues and counseled executives on media relations. Served as primary spokesperson. Managed community relations; employee communications and special events and company’s first Web site.Hand selected by Chief Operating Officer to serve on confidential merger team for area's largest Blue Cross Plan. Served on statewide Blue Cross and Blue Shield communications committee to address health care reform and promote public relations programming counter to single payer approach.

Media relations and employee communications