Responsibility for full-service marketing and communications shop to support growth, loyalty and financial performance of $10B integrated healthcare system that is the first member of Risant Health, a U.S. non-profit entity of Kaiser Permanente. This interim-only role is the natural bookend for a portfolio of lasting changes made and requisite work completed since I moved to Central Pennsylvania from Southern California in 2018 to serve as VP System Marketing & Brand.

Building simply better through use of data-centric models and human-inspired strategy/execution.Responsible for enterprise-wide marketing, including core work to support patient care for geography of 2 million+ people, 500,000+ health plan members, enterprise pharmacy, Geisinger corporate brand, three sub-brands, community engagement, and joint ventures/partnerships. Manage GTM strategies, team of 40 FTEs, budgets, agencies-of-record, contractors, co-brand agreements and sponsorships. Team also supports Geisinger College of Health Sciences, Geisinger School of Nursing and Geisinger Health Foundation.Highlights:• 34% lead-conversion rate 2023 for direct-to-consumer campaigns for primary care, speciality care and ancillary services.• Biggest YoY net AEP growth in 5 years for Medicare Advantage after consolidating health plan marketing team (2021-2022). Support for 118% enrollment performance vs. 2023 AEP sales forecast.• Full refresh of century-old Geisinger brand and activation across digital and physical consumer touch points, including 200+ clinics, eight hospital campuses and three healthplexes. Successful retirement of two dozen legacy logo marks and four outdated sub-brands.• 23% increase in consumer preference for Geisinger service lines (NRC Health Preference KPI for Central and Northeast PA Rolling 12 Month Average 2020-2023). Three competitors saw Preference KPI decreases; one gained 4%.• Sub-brand creation of Geisinger 65 Forward (2019), a value-based primary care model with 11 health centers across PA serving Geisinger Medicare Advantage members.• 48% lead-conversion rate (2019-2023) for Geisinger 65 Forward campaigns with mix of 62% digital and 38% traditional media.• Structural change (2023) through reorganized System Marketing & Brand team for $8M in annualized non-labor and labor savings. • Dual role (2H 2024) Chief Marketing & Communications Officer + VP System Marketing & Brand, exceeding 95% of department KPIs.

Creation of new marketing models and data-centric programs for then $7B integrated health system delivering the U.S. future of medicine to people across Pennsylvania. Flipping the model from inbound requests to business-driven plans, supporting tactics and closed-loop measurable campaigns.Highlights:• Transform legacy organizational System Marketing model from blizzard of tactics to trackable digital metrics and GTM plans in support of volume targets and financial performance.• Deliver intensive change-management fundamentals over seven months to test digital-first marketing model, complete with contribution margin analyses for test-case service line by clinical enterprise region, surgical procedures, and inpatient and outpatient facilities.• Introduce proven model and ROI to full department in advance of significant staffing reassignments and restructuring for improved performance, efficiency and client satisfaction.

Service line marketing strategy and programs to foster greater consumer engagement and improve ROI performance for then $3B health system serving people across Southern California. Deep immersion in CRM, direct-to-consumer campaigns, content and brand support. Special attention to services lines of orthopedics, heart, cancer and neurology.Highlights:• Successful specialty DTC campaign deployments through CRM platform supported by propensity modeling and omni-channel tactics (paid search, paid social, digital display, email, direct mail, earned media, events, outbound telephone, content marketing).• Fully integrated brand-approved digital content for use across all owned and paid platforms.• Global and U.S. national omni-channel DTC campaign integration (Europe, all 50 US states) for highly specialized service line serving patients from San Diego and Los Angeles, as well as multiple countries and U.S. regions.

Worldwide management for brand, PR, digital, communications, events and marketing/PR agency teams in year three of OEM product commercialization. Co-brand management: Canon/Oce, LG, Lenovo.

Core team member for brand activation of $1B private equity-backed print technology startup across U.S., Europe and Asia. Responsibility for brand rollout, co-brand negotiations with LG and Lenovo in Seoul and Beijing and all work of retained PR/marketing/digital agencies to accelerate new technology category and top-line revenue.