Head marketing for health system: Lead a team of ~16 FTEs in executing annual portfolio of 400+ projects and annual budget of $5M. Lead marketing strategy, market research, personnel strategy, operations and cross-functional relationships with essential partners.✔️Redesigned team structure, aligning into 4 functional teams – Brand Engagement, Content Marketing, Marketing Technology and News Media Relations. ✔️Serve as Marketing lead for organizational ‘Digital Front Door’… Show more Head marketing for health system: Lead a team of ~16 FTEs in executing annual portfolio of 400+ projects and annual budget of $5M. Lead marketing strategy, market research, personnel strategy, operations and cross-functional relationships with essential partners.✔️Redesigned team structure, aligning into 4 functional teams – Brand Engagement, Content Marketing, Marketing Technology and News Media Relations. ✔️Serve as Marketing lead for organizational ‘Digital Front Door’ strategic initiative. ✔️Instituted metrics culture, aligning behavioral data and perceptual metrics to marketing funnel stages. ✔️Developed first-ever 3-year Strategic Marketing Plan, prioritizing 3 goals (Build the Brand, Build the Business, Build the Infrastructure) around 4 strategies (Precision Marketing, Search, Storytelling, Reputation). ✔️Optimized network of external partners, reducing number from 47 to 26, refocusing mix on customer insights and technology stack.✔️Launched first-ever regional and out-of-state SEM/PPC campaigns, achieving conversion rate of 13.1% (national healthcare average 4.6%) and CPL of $59.66 (national healthcare average $68.94). ✔️Introduced first-ever content marketing calendar and planning processes, placing 1,700+ pieces of content across FB, TW, INST and YT annually. Achieving engagement rate of 5.8% (national healthcare average 1-2%).✔️Initiated and accelerated RFPs for new CMS system and web replatform partner, prioritizing personalization and search in user engagement. Executing a 10-month development (March 2020) for new website.✔️Initiated and accelerated RFP for marketing automation (MA) platform to support development of CRM capabilities. Drove team to execute quickly, with 11 programs in-design within 4 months of contract completion. ✔️Direct 275+ annual news media inquiries and proactive pitches. Lead crisis communications for incidents actuating system-wide Command Center. Show less

▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬Head marketing for health system: 16 service lines, 7 priority IPUs, 6 Clinical Marquee Programs, and annual budget up to $6M, through ~18 FTEs and a team portfolio of 400+ annual projects. Lead operations, personnel strategy, market research, and cross-functional relations with strategy, operations, and finance executives.Serve as key internal/external coordinator for total “digital transformation”—requiring comprehensive peer education… Show more ▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬Head marketing for health system: 16 service lines, 7 priority IPUs, 6 Clinical Marquee Programs, and annual budget up to $6M, through ~18 FTEs and a team portfolio of 400+ annual projects. Lead operations, personnel strategy, market research, and cross-functional relations with strategy, operations, and finance executives.Serve as key internal/external coordinator for total “digital transformation”—requiring comprehensive peer education and interfacing at the highest levels to align efforts. Evolve marketing structure and maintain presence and awareness throughout the enterprise as marketing’s representative at the strategy table.▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬✔ COST REDUCTION: Raised marketing efficiency at all levels through RFP and selecting new, modern CRM suite.✔ BRAND AUDIT: Clarified customer sentiments and changing needs to facilitate repositioning of new acquisition.✔ STRATEGIC LEADERSHIP: Developed annual marketing plans at Executive Administration and cross-functional levels.✔ THOUGHT LEADERSHIP: Established WFBH’s reputation in healthcare marketing at numerous top conferences.Driving a digital transformation strategy, I helped WFBH achieve unprecedented revenue and lead generation. This included a totally new focus on strategic CRM and search marketing projects based on an ops budget reallocation. Some highlights:✔ LEAD GENERATION: Added millions in revenue through 11,200+ direct leads and 90,000+ Web clicks.✔ DIGITAL ADVERTISING: Secured 14,500+ reservations through Google—at only a few dollars per conversion.✔ MEDIA CAMPAIGNS: Led 10+ high-impact campaigns with direct, immediate results for key service lines. Show less

▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬Recruited by former Wake Forest supervisor to inaugurate the new Associate Director role in preparation for coming internal merger (hospital, medical school and MD practice group). At the helm of 4 teams—including Digital & Web—led $3M P&L across all service line marketing: Oncology, cardiovascular, neuroscience, orthopedics, pediatrics, and primary care.Re-imagined marketing to adapt to a dramatically changed, challenging market ..… Show more ▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬Recruited by former Wake Forest supervisor to inaugurate the new Associate Director role in preparation for coming internal merger (hospital, medical school and MD practice group). At the helm of 4 teams—including Digital & Web—led $3M P&L across all service line marketing: Oncology, cardiovascular, neuroscience, orthopedics, pediatrics, and primary care.Re-imagined marketing to adapt to a dramatically changed, challenging market ... pioneering digital strategy to position Wake Forest to operationalize emerging strengths and turn the tide in an era of declining Medicaid/Medicare receipts.▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬✔ REBRANDING: Helped to lead unprecedented effort to align online presence with new branding. Efforts included digital marketing, social media and a huge website redesign that encompassed new site architecture, analytics, content, Content Management System, and more.✔ MARKET SHARE: Arrested receding market share by aligning campaigns to raise customer awareness of the full scope of Wake Forest’s primary care capabilities—aiming to increase loyalty “from hangnail to brain surgery.”✔ PROGRAM MANAGEMENT: Led 400+ programs per year and grew BestHealth to 15,000+ registered members.✔ ADVERTISING: Launched Wake Forest’s first-ever PPC and consumer email campaigns.Working with top executives, I leveraged our internal merger to refresh the brand and create new competitive advantages:✔ MARKET RESEARCH: Assisted with 9-month research campaign to crystalize consumer sentiment ahead of major rebranding.✔ VISUAL IDENTITY: Assisted Marketing VP with visual overhaul and created brand-wide rules to accelerate future acquisitions.✔ TEAM LEADERSHIP: Launched performance-focused culture based on mutual trust and professional development. Show less

▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬Recruited by family stakeholders to streamline operations for $2M diversified transport company in challenging market. Achieved profitable exit for leadership through time-sensitive, structured wind-down completed before unavoidable commodities changes would render positive outcome impossible. Led day-to-day operations and talent development.▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬✔ DIVESTITURE: Successfully led valuation and… Show more ▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬Recruited by family stakeholders to streamline operations for $2M diversified transport company in challenging market. Achieved profitable exit for leadership through time-sensitive, structured wind-down completed before unavoidable commodities changes would render positive outcome impossible. Led day-to-day operations and talent development.▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬✔ DIVESTITURE: Successfully led valuation and end-to-end sale process for the business on a tight timeline.✔ HUMAN RESOURCES: Supported 40 FT/PT employees of all skill levels in getting new jobs throughout the community.✔ OPERATIONS LEADERSHIP: Headed all P&L, budgeting, operations, recruitment, and talent development. Show less

▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬During first-ever marketing role, led marketing for business lines including aging, neuroscience, and rehabilitation. Co-led design, execution, and analysis of primary and secondary market research. Developed and launched strategic marketing communications—mass campaigns, Web, mass campaigns, direct mail, and community outreach. Led 12 staff to consistently achieve higher returns in a mature, dominant business through high-impact… Show more ▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬During first-ever marketing role, led marketing for business lines including aging, neuroscience, and rehabilitation. Co-led design, execution, and analysis of primary and secondary market research. Developed and launched strategic marketing communications—mass campaigns, Web, mass campaigns, direct mail, and community outreach. Led 12 staff to consistently achieve higher returns in a mature, dominant business through high-impact strategies.▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬✔ PROGRAM MANAGEMENT: Enrolled 15,000 members in new relationship marketing program—4,500 in 12 months.✔ MARKET SHARE: Captured ~50% of members—thousands total—from entrenched healthcare system competitors.✔ MARKET SEGMENTATION: Deepened penetration in all key patient demographics: Adults, children, and seniors.✔ SPONSORSHIPS: Conceived and led breakthrough NASCAR sponsorship program; incorporated drivers in collateral. Show less