Responsible for determining and leading the strategic marketing direction, including positioning, brand awareness, driving demand generation, and lead nurturing, for HCA's Capital Division's 19 hospitals, 300 provider locations, and various imaging centers, ambulatory surgery centers, and urgent care centers across the states of Virginia, New Hampshire, Kentucky, and Indiana. • Develops and implements strategic marketing plans to meet organizational needs and support primary division business goals.• Ensures the alignment and integration of facility, division, and corporate resources around service line development plans, including the projection of capital, operating, information technology, and human resources needs.• Devises and oversees market research to determine competitive position, identify opportunities, and implement research-driven marketing campaigns.• Develops unique value propositions which include tailored call-to-actions and content targeted toward key customer segments.• Achieves targeted results, ensures timely and effective execution of marketing tactics and promotions, and develops benchmark criteria to measure/analyze the efficiency and effectiveness of those promotions.• Oversees and guides partner marketing, creative development, and communication strategy.• Serves as the division spokesperson for high visibility public relations issues, events, and initiatives; collaborates with both division and senior facility leaders to design and implement targeted public awareness campaigns and strategies.

• Oversee all strategic marketing, personnel, and operation initiatives for 17 hospital facilities. • Act as the primary liaison between Facility Marketing, Corporate Marketing, and Division Leadership to assure strategies are aligned for optimal business growth, while working collaboratively with supporting departments to ensure integrated solutions.• Partner with division marketing VP, service line leaders, and facility marketing teams to ensure alignment of system and business unit goals and priorities in development and implementation of the integrated marketing plan.• Develop comprehensive system-wide marketing programs, campaigns, and communications.• Utilize quantitative and qualitative market information to guide analysis of competitive and industry trends related to service lines. • Provides direction in identifying key customers and determining their needs; assists in identifying and designing products/communications to meet the needs of key customers.• System-wide service line responsibilities to include: development of system service line brands, facility implementation, and participation in system service line meetings.• Serves as division media contact and spokesperson, manages division crisis/emergency communication, and supervises all local media-related activities.• Manage 10 facility marketing directors in four states.

• Report to the hospital CEO and the VP of Marketing for the Capital Division & collaborate with other key senior leaders to develop marketing strategies supporting the hospitals’ goals.• Lead all marketing efforts for the Oncology, Behavioral Health, & Nueroscience service lines for the Central Virginia market’s seven hospitals & two emergency centers.• Serve as media spokesperson for the hospitals to promote events & marketing initiatives as well as manage public relations issues.• Manage budgets for various hospital marketing campaigns & events.• Provide primary leadership & direction for creating marketing materials to support the promotion of service lines & hospital business development initiatives (including print, online, & television).• Manage hospital marketing & support staff.• Serve as main contact for hospital sponsorship activities with nonprofit organizations.• Write & edit communication materials including press releases, speeches, articles, & patient communications.• Promote HCA Virginia via partnerships & participation with community organizations.

• Responsible for business development for Virginia’s Gateway Region’s eight communities: Chesterfield, Colonial Heights, Dinwiddie, Hopewell, Petersburg, Prince George, Surry, & Sussex.• Lead generation through marketing missions, tradeshows, industry events, corporate & private partners, & cold calls.• Discern critical project decision drivers & address in detail.• Manage all aspects of corporate projects from initial inquiry through facility opening.• Perform & present extensive market research relative to particular industries, particular companies & labor/data needs to executive level clients.• Facilitate face-to-face client visits with both international & domestic companies.

• Responsible for the strategic marketing direction of the Home Health Agency, hospice & DME/HME market segments. • Develop and implement programs to help support Home Care sales team initiatives and goals. Responsible for entire life cycle of programs, including creation, development & refinement, launch, and tracking.• Responsible for meeting management including annual National Sales Meeting, quarterly district meetings, fiscal kick off meetings, etc.• Responsible for communication & messaging to customer segments including direct mail, lead generation, marketing collateral strategy, etc.• Responsible for value proposition development & communication to internal & external constituents.

• Responsible for creating annual strategy & marketing plans in the Skilled Nursing Home & Assisted Living segments.• Responsible for customer and sales facing marketing programs.• Identified creative ways to support sales efforts in the field, direct mail and direct to customer campaigns; and measured results around various marketing programs.• Responsible for directing the development of company marketing programs.• Responsible for assessment of existing and potential markets, product life-cycle planning, coordination of technical product development, development of product strategies, definition of promotional activities and product launch.

• Responsible for all aspects of the project life cycle from development to implementation and follow up. • Developed detailed work plans, schedules, resource plans, and status reports for senior management. • Established and recommended changes to policies which affect the business units or the organization. • Projects involved cross-functional internal teams and external customers.• Frequently interacted with internal and external customers, internal departments, senior management, and vendors.

• Responsible for all aspects of the project life cycle from development to implementation and follow up. • Defined project scope and objectives based on strategy and/or senior management directives.• Projects involved internal cross-functional teams (e.g. HR, Training, Customer Systems, Reimbursement Services, Pricing, etc).• Assessed project issues and developed resolutions to meet productivity, quality, and client-satisfaction goals. • Worked on problems of diverse scope where analysis of data requires evaluation of identifiable factors. • Responsible for all meeting arrangements, including: communication, hotel, meals, entertainment, development of presentations, and coordination of agenda.

Responsible for customer-facing projects including brand study, pricing strategy, and Terms & Conditions development. Internal ISO auditor for Private Label division.