Director, Brand And Marketing
Led a systemwide team to rebrand a major healthcare organization (I say “led,” but anything of this magnitude requires a large team of leaders, operational experts, and frontline staff to make it happen). In addition to the visible branding and marketing aspects, I directed the system branding council with input from finance, IS, HR, the system medical group, procurement, facilities, and more across the board within the Northern Light Health system. At the front lines, I organized a team of 350 ambassadors throughout the system to bring the brand to life and exemplify the culture to make healthcare work for you.The Northern Light Health brand is now a leading force for community health throughout Maine. We have won awards for marketing, yes, but we have developed a brand reputation that people turn to for information, recommendations, and care. I oversaw the development of the introductory and the follow up campaign to drive universal brand awareness and improved scores on reputation, satisfaction, likelihood to use and likelihood to recommend. I produced the system podcast that covers issues of social and medical justice, which was a fantastic opportunity and learning experience.I also directed the search team for agency relationships, developing and managing all selection critieria and relationship and communications with all contenders. There are many more details than I can list here. If you’d like to know more, I’m happy to share my experience. See my contact info.
