Driving brand, patient acquisition and revenue growth for leading DTC telehealth provider.

Brand, digital, comms and consumer experience consulting for healthcare organizations

Lead marketing, comms and consumer strategy team to drive revenue growth, build brand equity and create value in a first of its kind, PE-backed merger of NYC’s top urgent care provider and one of the nation’s largest independent physician groups. Key member of the executive team that guided the company through a once-in-a-century pandemic, tripling in size through acquisition and organic growth and ultimately leading to a $9B acquisition by VillageMD.- Modernized the marketing function, starting with fuller utilization of our marketing tools and platforms (email, website, programmatic display) and eventually evolving to a sophisticated attribution model that showed ROAS, ROMI and incremental volume per campaign and tactic. - Drove CityMD brand awareness to near ubiquity (95% name recognition) in the New York metro area through a combination of award-winning brand campaigns and personalized patient communications based on visit history and seasonal trends. - Oriented Summit Health marketing strategy toward a sales-centric physician relations and referral approach, resulting in a more efficient marketing spend and 5x ROI.- Helped lead the development and marketing of the Summit/CityMD patient app, which became the most downloaded app for any healthcare provider, generating more than 1 million downloads in less than 12 months.

Grow revenue, drive loyalty and enhance community standing through leadership of consumer strategy, patient experience, innovation, brand/communications, community benefit and government relations functions. Create a broad internal understanding of healthcare consumerism and introduce new tools to help consumers choose and access Piedmont. Lead staff of 70-plus professionals in creating consumer preference, developing a unique approach to patient experience and delivering measurable impact on system performance.• Led development of The Piedmont Way, an innovative healthcare patient experience design that considers all customer touches, from the physician search through billing, while building and maintaining the relationship electronically between visits. Plan implementation began in April 2016.• Drove the development of Piedmont On Call, the first health-system app to deliver virtual visits in GA; and launched online appointment scheduling becoming the first system in GA to offer this access point. • Published uncensored patient reviews to Piedmont.org physician bios, becoming only the second health system in the country to drive transparency this way.• Rebuilt Marketing, PR and External Affairs departments in 2012, restructuring around client service and measurable volume and/or revenue goals. System-wide volume/revenue has grown every year.• Developed and implemented system rebrand, repositioning a beloved Atlanta institution. Saw dramatic consumer survey improvement after 12 months and have sustained improvements for 4+ years. • Elevated digital marketing and invested significantly, focusing on consumer lead generation/conversion and relationship building. Generating a lead-to-appointment conversion rate of nearly 40 percent.• Led creation of content team, which has produced more than 1,000 stories under the Living Better brand. Work has resulted in multiple Telly awards and the first two Southeast EMMYs won by a health system.

Led marketing, public relations, government relations and strategic planning activities for $800 million, 5,000-employee organization experiencing a governance change and operational upheaval. Managed internal staff and multiple agencies to improve public perception, maximize revenue from government contracts/programs, increase patient volume and set course for organization’s growth.• Core member of executive team that delivered $80 million financial turnaround in first full year while expanding access to care to more than 50,000 additional patients.• Revamped Grady’s branding and launched first advertising campaigns in a decade; improved overall awareness of Grady by 33 percent, improved overall quality perception by more than 15 percent and ad campaigns delivered top consumer recall among all Atlanta hospital advertising.• Retooled government relations team; ensured flow of more than $70 million in county and state funds to Grady, including $15 million in new annual funding.• Developed Grady’s first strategic plan in more than seven years; created executive-level planning committee and instituted process to develop and execute plans.• Reestablished local and national media relationships, from AJC to NYT to CNN; managed multiple crises successfully; increased positive media mentions by more than 15 per month.

Top executive responsible for corporate and property marketing, public relations, internal communications, annual reports to shareholders and digital marketing. Led internal staff and agencies in developing annual plans to support leasing in new and existing projects, positioned company’s value-creation strategy with investors, and used earned media to cement Cousins’ reputation as a premier developer and corporate citizen.• Developed strategy and led execution of integrated marketing/communications plans during most ambitious period of development in company history. Notable successes include the launch of Terminus, Cousins’ $700 million mixed-use project in Atlanta, where the first office tower opened at more than 90 percent leased.• Overhauled media relations strategy, generating a sustained 150% increase in positive coverage and maximizing opportunities with Wall Street Journal, The Atlanta Journal-Constitution, Washington Post, and dozens of other outlets in cities including Dallas, Houston, Los Angeles, Miami, Nashville, and San Francisco.• Promoted three times in five years, significantly growing the marketing and communications role within the company’s executive team, and ultimately reporting directly to CEO.

Editor of web, email and print editions of Atlanta Property News, the first and only media dedicated solely to covering Atlanta's commercial real estate industry.

Helped lead Lisa Borders' successful special election campaign for Atlanta City Council President in 2004 and her subsequent reelection to a full term in 2005.