Laila Waggoner Email & Phone Number

I provide senior-level strategic counsel on a fractional, interim or contract basis for select clients, offering deep expertise in strategy, branding, marketing and business development, with particular experience working with all types of healthcare organizations and associations. With more than 35 years of experience in both agency and client-side roles, I spot patterns, offer strategic recommendations and practical solutions, and help you create a roadmap as you navigate toward your business goals. It might make sense to chat if you need help to: • Provide interim/fractional strategic marketing leadership while you identify and/or search for the right role or team member.• Secure supplemental, episodic strategic marketing support on an as-needed basis without investing in an FTE.• Take a look at your data, figure out what kind of market research you actually need, identify and manage quantitative and qualitative research resources and sort through all your findings to make sense of it.• Collaborate/interface with service line leaders to assess go-to-market readiness and establish appropriate go-to-market strategies.• Develop a strategic marketing plan or drive a key short-term or long-term project without adding to your FTE’s or asking your team to fragment their focus. • Employ a framework to establish priorities aligned with your strategic plan (so you can say “no” to nonstop requests for “marketing support,” and stay focused on the initiatives that will achieve your business goals). • Facilitate alignment of your sales and marketing teams for synergistic growth. Especially post-merger or acquisition.• Align your philanthropic/development goals with your organization’s strategic priorities and donor interests for maximum impact. • Provide strengths-based strategy and marketing leadership and mentorship to your team.• Manage external agency partners for alignment.Top 5 Strengths: Strategic, Learner, Maximizer, Relator, Responsibility

Milwaukee, Wi, Us

Milwaukee, Wi, Us

Prior to joining Core Health, Core Creative's specialized healthcare marketing practice, my experience included both agency and direct client-side marketing roles. My background provides me with unique insights and a keen understanding of the critical opportunities to align marketing strategies and business goals to achieve meaningful results.I was proud to be part of Core and working alongside other talented, passionate, experienced marketing professionals. Core helps its clients overcome both external and internal marketing challenges to thrive in their increasingly competitive markets. The team puts the audience at the center of marketing, using its research and insights-based approach to develop breakthrough creative that drives business impact.🔹 OUTCOMES 🔹Results that Core has generated for its clients include:☑ Arkansas Children’s Hospital: Doubled the brand’s unaided awareness and percentage of total healthcare experiences in a target market within one year. ☑ Valley Health System: Defended its position as market leader in top-of-mind awareness and overall preference, and ad recall levels were 32% higher for Valley than its next closest competitor despite spending significantly less in the market. ☑ Numotion (nation’s leading provider of complex rehab technology): Redefined the brand, website, and video advertising after an important acquisition, leading to increasing year-over-year traffic by 20%. ☑ Thedacare: Secured 32.6 million total impressions for a 13-week campaign, exceeding the goal of visits to the campaign landing page — the main driver of appointment scheduling — by more than 5%. This drove an upward trend in appointments that brought patients back in for the care they needed during Covid.Want to see more of the outcomes Core has helped clients achieve? Check out more stories and details at https://corecreative.health/success-stories

New York, New York

Impact Collaborative is a purpose-driven consulting firm that helps companies, nonprofits, foundations, and academic institutions achieve business and social impact. As both a company and the core of a collaborative, they seamlessly bring varied lenses and the right mix of expertise to every project — accelerating positive change for their clients and society.Impact Collaborative works with companies that believe they have a responsibility to lead and actively engage communities to the mutual benefit of all stakeholders; nonprofits, foundations, and others who are in the trenches, tackling society’s most pressing issues; and academic institutions determined to incubate and drive community-based social change.

Cincinnati, Ohio, Us

Bon Secours Mercy Health is one of the nation’s 20 largest healthcare systems, serving 50 hospitals across seven states and Ireland. My time at Bon Secours Mercy Health was integral to informing the perspective I take working with healthcare marketing clients, as I have literally sat in their seat. At each of their more than 600 points of care, Bon Secours Mercy Health delivers high-quality, compassionate care with one united purpose: to help patients be well in mind, body and spirit.My responsibilities and accomplishments as the Group Marketing Director included: 🔹 Recommending and implementing an omnichannel marketing strategy focused on enhancing revenue growth for key service lines and markets. Resulted in delivering on Bon Secours Mercy Health's value proposition within the Great Lakes Group (four markets: Lima, Lorain, Toledo Youngstown; 15 acute-care facilities)🔹 Creating and enhancing consumer engagement through local market initiatives, sponsorship and social media🔹 Researching and understanding local and group marketing landscapes, then recommending strategic marketing plans🔹 Collaborating with centralized digital and clinical marketing teams and Group Strategy teams, along with market-level operations and service line leaders to align objectives and optimize resources🔹 Championing and growing business streams through marketing, aligning all objectives to a defined, organization-wide strategy🔹 Evaluating and recommending local market media usage, planning, and buying to be effective for assigned geographical area🔹 Managing an operational budget that supports marketing objectives🔹 Leading a team of managerial and professional staff responsible for Marketing🔹 Acting as client services relationship manager to operational partners at group and market levels🔹 Channeling the voice of the customer to internal constituents🔹 Serving on Leadership Council for Diversity and Inclusion for multiple markets and leading marketplace work groups

Cincinnati, Ohio, Us

Core Competencies/Keywords: Healthcare Marketing | Medical Technology | Healthcare Systems | Healthcare | B2C | Market share | ROI | Marketing Strategy | Marketing Communications | Strategic Planning | Marketing | Market Research | Brand Development | Public Relations | Integrated Marketing | Social Media Marketing | B2B | Corporate Communications | Email Marketing | Advertising | Market Planning | Direct Marketing | Social Media | Interactive Marketing | Strategic Communications | Account Management | Brand Management | Product Development | New Business Development | Medical Devices | Business Development | Marketing Research | Digital Marketing | Corporate Branding | Strategy Development | Media Relations | Product Marketing | Market Analysis | Competitive Analysis | Sales & Marketing | Leadership | Management| Cross-functional Team Leadership| Problem Solving | Communication | Team Leadership | Strategic Thinking | Strategy | Creative Direction | Promotions

Knoxville, Tn, Us

Shelton Group is the nation's leading marketing communications firm focused exclusively in the sustainability and energy efficiency space. For more than a decade, they conducted regular surveys to track shifting attitudes, purchases and behavior changes around energy efficiency and green products. They then leveraged those insights to help progressive companies define, articulate and communicate their position to gain a market advantage.In this role, my responsibilities included: 🔹 Providing strategic direction for clients and the agency🔹 Leading organic growth and provided valuable counsel to guide client investment insustainability as a means to establish market advantage🔹 Directing, building and mentoring account and project management team🔹Championing strengths-based management approach

Toledo, Oh, Us

Owens Corning is a Leading global manufacturer of products recognized for its commitment to safety and sustainability. During my time at OC, it was a $6.4B Fortune 500 company with 17,000 employees in 25 countries.I led the strategic marketing team for one of Owens Corning’s largest business units, Insulation, and oversaw national trade shows for both Roofing and Insulation. My responsibilities and accomplishments included:🔹 Direct responsibility for all aspects of planning and implementing integrated strategic marketing communications for multiple channels🔹 Supporting product, marketing and sales teams through direction of content marketing strategy and engagement, trade shows and events and customer programs.🔹 Breaking silos and leading collaboration to align product, sales, business development and marketing plans to business objectives.🔹 Transforming marketing messaging from focus on product features to market-driven benefits, positioning the business with key targets to establish competitive advantage and margin enhancement opportunities for the brand.🔹 Initiating and leading evolution from traditional, image-based advertising and marketing efforts to integrated, results-focused, measurable database management and marketing automation/lead nurturing and sales-driven marketing activities to drive growth.🔹 Inspiring, directing, optimizing and managing internal teams and external resources to achieve efficient processes, clear, consistent communication of brand/value proposition and creative, effective approaches and campaigns.🔹 Leveraging investment and participation in trade associations to carry industry/category messaging.

R/P Marketing Public Relations/Transcend Hospice Marketing Group was a 30-person, $10 million, privately held firm consistently ranked in top 1% of ad agencies and PR firms by Ad Age and PR Week. Their focus is acting as a strategic, integrated marketing communications counsel for the planning and execution of marketing for healthcare, building products, non-profits, B2B and B2B2C.During my time with R/P, my responsibilities included: 🔹 Championing agency and client brand strategy, client relationships, cross-functional teams, strengths-focused talent development and company culture. 🔹 Leading strategic planning, operations, research, media, public relations and account service teams.🔹 Providing strategic guidance to clients and agency; assembled, led, developed and inspired cross-functional teams to drive creative thinking and achieve results through positioning brand as a competitive advantage🔹 P&L responsibility for accounts representing more than 50% of agency income, including healthcare division.🔹 Pioneering development of research, insights and strategy offerings, including proprietary Opportunity Maps™ designed to translate research findings into actionable insights and winning strategies for diverse clients, from building products to associations to healthcare.🔹 Leading clients and teams to develop and implement strategic plans that supported institutional business objectives and engaged administration, board, physician leadership and employees in strategy. 🔹 Directing initiatives such as brand repositioning, public relations/public affairs, market research and analysis, service line/quality promotions, physician relations/marketing, channel strategies to improve payer mix, managed care and major employer strategies, community relations, internal/external communications and employee engagement programs.

Columbus, Ohio, Us

Served on leadership team to help launch $37 million interactive science center, leading marketing, membership, development, merchandising and special events.