Led team in the design and implementation of integrated, multi-faceted launches for high profile, strategic products and clinical capabilities. Developed positioning, go-to-market strategies and communications for B-to-B and B-to-C audiences. Managed highly visible contingency planning projects with cross-functional teams of clinicians, market research, data analytics, sales, product development, operations, public relations and external agencies. Increased insurance product sales concurrent with AHN patient volume by effectively proposing cross-selling capabilities. Select projects included:Allegheny Health Network• Authored AHN’s first strategic service line marketing plan. Designed and implemented AHN Marketing Department’s 40+ person organizational structure. • Drove brand awareness (30% post-launch), preference and volume for AHN’s clinical services (Women’s Health, Neuroscience, Orthopedics) by positioning physician expertise and independent quality ratings. • Launched Healthcare@Home, AHN’s post-acute, home-based services with effective branding, paid/earned media, and B-to-B/B-to-C communications. • Used in-depth understanding of Olympics sponsorship to review contract and introduce AHN as one of six U.S. Olympic Regional Medical Centers.• Presented regularly to key clients and executive leadership .Highmark• Launched Highmark’s tiered benefit product, Community Blue, that redefined the insurance marketplace in western PA, and membership exceeded enrollment goals at launch and subsequent years. • Led market research and launched several telemedicine businesses within Highmark’s Innovations portfolio. Select telemedicine offerings successfully incorporated into health insurance plans.• Introduced Highmark’s Olympic sponsorship by innovatively showcasing Olympians/Paralympians in high profile campaigns. • Invited panelist at 2015 U.S. Olympic Committee National Sponsor conference.Promoted from Director -- March 2015

• Created and executed UPMC’s first multi-phase, national marketing effort that resulted in UPMC hospitals continually ranked among the nation’s "Best Hospitals" on the prestigious U.S. News & World Report “Honor Roll.” Strategy employed an integrated customer relationship management program with national physician specialists. Efforts generated increased national referral volume for complex cases and enhanced UPMC recognition across every specialty targeted.• Co-authored/edited major presentations and publications including UPMC's inaugural annual report as well as documents for potential strategic partners (hospitals/industry) and bond rating agencies.• Led initial market research function for International and Commercial Services Division. Used findings to determine investment viability and craft market entry strategies for select ventures focused on clinical tools and healthcare business infrastructure. Select projects included: -- Evaluated complexities of health care supply chain as UPMC considered acquiring licensing rights for patent-pending e-procurement technology. Created brand identity, designed go-to-market strategy, participated in pricing model discussions, and launched wholly-owned, for-profit company. -- Designed market research framework – in partnership with international research and medical experts from General Electric – to assess countries that could support a series of international cancer treatment centers that would utilize UPMC’s delivery model. Promoted from Senior Manager, Strategic Planning – May 2007

Marketing Manager, Selection and Assessment Consulting September 1997-June 2001Business Development Manager, DDI Direct August 1995-August 1997• Created marketing strategy for customized large-scale hiring and executive succession management (ESM) systems. Identified sponsorships and designed DDI-hosted events, generating sales of $4M against a cost of $130K. • Launched new business to expand DDI's market reach. Formulated and executed a direct distribution strategy targeting small to mid-sized organizations for training and assessment products. • Completed extensive competitor analysis to identify best practices in B-to-B catalog market. • Designed hybrid selling system of direct mail combined with telesales. • Analyzed marketing programs for ROI, product profitability, space usage, list effectiveness and purchasing life cycles.

Integral member of the conception, development and marketing team that created a proprietary asset allocation mutual fund wrap program. • Performed comprehensive competitor analysis on asset allocation mutual fund programs. • Facilitated cross-functional team of sales, operations and trust company managers to effect program’s development and market introduction.• Analyzed focus group data to test positioning and clients’ price sensitivity.• Constructed financial models and break-even analyses to project product profitability.

Marketing, Communications, and Recruiting Manager, Operational Consulting July 1988–August 1991Recruiting Senior, Southeast RegionMarch 1987–June 1988Tax Senior/Tax Staff/Audit Intern, Washington, DC and Baltimore, MDJune–August 1983; September 1984–February 1987