Responsible for market integration planning for individual provider, group practice, and service line programs designed to facilitate continuity of care, and provider growth and retention. Identify growth opportunities for both physician and patient populations, through the evaluation and interpretation of market utilization data and market demographics, including market share data for service lines. Program development informs and aligns marketing and advertising with a multidisciplinary care team model in support of a high quality patient and provider experience.

Marcomm lead for ambulatory and service line clinical initiatives for provider and operation care teams. Led integrated communication for the standardization of clinical capabilities, organizational formation and change management, and Mission Inspired Transformation initiatives. Implemented patient retention and acquisition campaigns through practice management toolkits to assist with the integration of care management across multidisciplinary care teams.

McCurdy Integrated Marketing was created out of a passion for the holistic Brand planning process, removing channel planning silos, and integrating marketing and communication operations into a single capability that unifies Brand innovation, customer sales and advertising. I offer a unique balance of advertising agency and client-side experience, which affords the ability to assess marketing operations needs across the complete end-to-end Brand planning, go-to-market execution and performance management process. My background spans integrated advertising planning experience across top global agencies, including BBDO New York, Ogilvy & Mather New York and Mindshare New York & Chicago offices. I’ve led client side advertising operations and performance management with leading digital, commerce, and creative production agencies, including J. Walter Thompson New York and London offices, Geometry Chicago - The Creative Commerce Agency, VML Chicago, Mindshare Chicago, LatinWorks Hispanic advertising agency, and Ketchum Inc. PR & Marketing.Brand building experience extends Consumer and B2B industries, including Consumer Packaged Goods (Kimberly-Clark), Consumer Payment Card (VISA), Enterprise Business Solutions (IBM), Enterprise Technology (IBM), Financial Services (FinancialTimes.com), Healthcare (Ascension Wisconsin, Titan Spine), Auto Insurance (Allstate), Small Business and Personal Computing (IBM ThinkPad, Lenovo computers). Consulting services include:✔ Marketing Operations: Developing and/or optimizing end-to-end marketing process across Brand innovation, sales and advertising.✔ Marketing Supply Chain: Assessing internal & external capability, including client-side organizational structure and agency selection, contract development & negotiations, performance management.✔ Integrated Planning: Developing the right Brand building idea, and supporting creative and omnichannel plan.Please contact me to learn more.920-460-4167john.mccurdy4@gmail.com

Led first integrated Brand campaign “Stand with the Future” that challenged spine health category norms of utilizing plastic-based interbody fusion devices. Through targeted physician outreach, patient outcome testimonials and featured presence across spine and orthopedic conferences, “Stand with the Future” catapulted Titan Spine as the recognized leader for interbody spine fusion implant innovation, resulting in a record breaking 20% lift in Brand sales YOY.

Led integrated team for North American Advertising and Media, Promotion, Public Relations, Shopper Marketing and Design for KLEENEX®, COTTONELLE®, SCOTT® and VIVA® Brands. Accountable for strategic development, execution, financial tracking and analysis of $250+ million per year in consumer marketing. Responsibilities include:• Accountable for the integrated marketing process and capabilities required to ensure alignment around business and marketing objectives across consumer, shopper and retail channels• Delivered world class operations and execution of plans, driving unparalleled effectiveness, efficiency, and precision in budgeting and reporting of the A&CP investment• Led, coached, and mentored a successful team of Senior Professionals and Executives by training and educating in key industry skills and capability• Managed all agency relationships and contracts on assigned brands, ensuring a high level of collaboration and efficiency, including scope of work negotiations and performance management• Facilitated the integration and fellowship of Integrated Marketing resources -- both internal and external agency resources -- to create open communication, trust, knowledge transfer, and cross-functional career development

Lead for planning, quality, connectivity and flawless execution of integrated marketing programs across advertising and media, promotion, public relations, shopper marketing. Managed Brands included: KLEENEX®, COTTONELLE®, SCOTT®, VIVA® Responsibilities include:• Led marketing communications across cross-functional capability teams to ensure the Brand is benefiting from the expertise being deployed in a coordinated, effective and efficient way (15 direct & indirect reports)• Managed the ongoing operation requirements including agency statement of work, creative execution, consumer services & legal, campaign reporting & optimizing, competitive monitoring, etc., necessary to sustain, deliver and record all essential elements of a Brand marketing campaign• Led allocation, tracking, forecasting for all marketing communications funds in compliance with financial controls and requirements to drive greater program effectiveness, efficiency and ROI

Led integrated advertising campaigns overseeing strategic planning and buying across Media, PR, Social, Search, PR, Response Marketing, Digital, e-commerce. Managed Accounts: IBM Personal Computing Division, Lenovo, Allstate Auto Insurance, Kimberly-Clark.

Led demand-generation B2B & B2C advertising programs across direct response TV, Print, Digital, Ecommerce, Telemarketing channels. Responsible for campaign back-end tracking systems to measure ROI across responses rates, orders, revenue, CPA. Managed Accounts: Allstate Auto Insurance, IBM Global Services, IBM Alliances, IBM Personal Computing Division, Lenovo, NY Public Library.

Contributed in the development of BBD&O’s first digital agency Atmosphere BBDO (now called Atmosphere Proximity) contributing to the establishment and implementation of daily work processes for Media Planning/Buying and Agency/Vendor contracts. Managed Accounts: FedEx, Financial Times, Kahlua, Sonic Innovations, U.S. Navy, VISA.

Media planning analyst for all marketing communication channels. Guided media planning & buying departments with competitive media reporting, target audience profiling, campaign performance delivery analysis.