Managed 2 direct reports, $1.5M annual budget, and oversaw global marketing initiatives as well as go-to-market plans during a period of hypergrowth and sudden spike in opportunity for digital marketing to engage key healthcare audiences precipitated by COVID-19.Expanded paid, targeted brand awareness campaign to always-on model and surpassed all 2021 KPI benchmarks (Avg. VR of 35%, avg. CPV $0.26, avg. CTR 0.72%, and 1.6M impressions across fifteen unique campaign periods).Exceeded target KPIs by expanding editorial program, including daily channel- and audience-specific tactics, monthly by-lined thought leadership articles, and social-first storytelling (111% increase in average engagement rate, from 1.8% to 3.8%, and 55% audience growth in 2021).Collaborated with senior leadership to form a global review committee; representing functions accountable for compliance/standards to enable real-time publishing on global brand channels.Created interactive compliance training program to implement employee social media acceptable use policy in a rapidly growing organization for 10,000 employees.Scaled global social media program and review committee model to enable market-specific social media marketing programs and employee-facing policy development.

Launched paid brand awareness campaign targeting c-suite and purchasing-decision influencers, such as users, care teams, and IT.Implemented improvements to editorial content strategy, advertising and promotional review process, and community engagement methodology, resulting in 180% increase in average organic engagement rate and 94% audience growth, outpacing competitor audience growth by 200%.Implemented custom audience and phased retargeting methodologies to achieve 38% average video view rate, $0.21 average CPV, and 730k impressions over just eight weeks.Created standard KPIs, reporting methodologies, and secured additional investment in social media programs, resulting in 100% increase in global brand social media budget; addition of two headcount.

SocialMedia.org is the community for people leading social media at major organizations. As a Board Chair, I led Philips’ and Intuitive’s membership in the community.

Re-focused and executed social media strategy for new North American Health Systems business within Brand, Communication, Digital and Event team.Built cross-functional teams with business and digital capability stakeholders to support sector and market-level communications platforms, employing audience-engaging tactics.Defined and implemented social listening capabilities that kept Public Relations informed, reduced ‘time to respond’ on customer care team, and deepened UX study on Research and Design teams. Empowered marketing managers to leverage best practices, work from benchmarks, and define/own KPIs, as well as consistently led global and vertical-specific strategy definition for social media channels.Managed social media community managers (internal and agency/contract).

Defined, delivered and scaled comprehensive global Healthcare Brand social media strategy, including new channel introduction, always-on paid campaigns, hybrid event tactics, and social customer care.Created healthcare social media marketing curriculum, delivered live training globally, and generated on-demand training and tools inside Digital@Scale marketing transformation program.Developed a taskforce with compliance, regulatory, legal, and privacy to define and communicate management standards, policy, and rules of engagement for business and employee social media use.

Developed, executed, and optimized comprehensive social and new media strategy for Philips healthcare brand to deliver on Global Integrated Marketing and Communications Team goals.Introduced programmatic content and editorial, best practices for social at events, and community management standards to impact healthcare brand recognition with no dedicated budget.

Managed large and small global communications programs in cardiology, oncology, women's health, and thought leadership to deliver on healthcare marcom and internal communications goals.Worked cross-functionally to introduce and prove value for social media as part of the healthcare sector Brand and business vertical marketing mix.

Through operations/ administrative management, web development, market research, public relations and customer communications I was able to help the founder launch and position the new healthcare consulting company to its target audience. The company has secured three clients in its first year of operations