I work with the people-powered teams at UCare to bring its promise of de-complicating health care coverage to individuals and families throughout Minnesota and beyond.

I work with the people-powered teams at UCare to bring its promise of de-complicating health care coverage to individuals and families throughout Minnesota and western Wisconsin.

Clients, including Benedictine Health System, Minnesota Association of Community Health Centers, Itiliti Health, Initio Advertising (Minneapolis), Skidmore Studio (Detroit), UCare, and others engaged me to help analyze current brand positions, develop new brand/marketing/PR strategies, execute marketing tactics to achieve corporate/organizational goals, and consult on the best mix of marketing tactics to employ for annual programs or specific initiatives.

Directed overall marketing, public relations, and branding strategies for $3.2B health care organization that grew membership 400 percent and increased revenue 300 percent over 11-year period. Oversaw day-to-day communications and crisis communications planning and incident management.− Directed teams to create ad campaigns across diverse media mix, including television, radio, online, outdoor, print, and social media to enhance awareness and grow sales for employers and clients.− Developed ad campaigns to support product launches in new markets, boosting brand awareness and consumer preference for the brand.− Led public relations efforts to achieve organizational strategic goals including product launches and new market expansions.− Managed effective outreach programs to diverse communities through events, media, projects, and partnerships. Worked with immigrant communities as well as individuals in Somali, Hmong, Vietnamese, Karen, Latino, African American, and Native American communities, improving organization’s standing within diverse communities.− Worked with staff and partner developers and designers to develop mobile applications, web sites, online ad campaign elements, search engine optimization initiatives, and measure utilization to achieve positive user experience.− Directed departments and teams across disciplines to focus on common goals and produced high-quality work on budgets up to $20M and deadlines.- Helped manage operations of UCare Foundation, including grant solicitation, review process, and communications.

Provided marketing and public relations counsel to Memorial Blood Centers, Children’s Hospitals, Allina Foundation, and other organizations during critical campaigns and community outreach events.

Headed team of advertising / PR professionals focusing on clients in the health care, telecommunications, entertainment, and lifestyle categories.− Developed advertising/public relations campaigns for regional wireless communications company that supported steady sales growth and brand awareness in target markets.− Led development of ad campaigns for Minnesota Thunder pro soccer team, helping to boost attendance and grow participation in youth soccer camps.− Led branding/marketing campaigns for health care clients including hospital and clinic systems, large and small medical practices, specialty clinics.

Planned strategic communications, employee communications, media relations, and other public relations efforts for Fortune 500 client Lutheran Brotherhood (Thrivent Financial).

Led media relations for largest pediatric hospital system in Upper Midwest. Pitched stories to news media resulting in high-level placements across print, broadcast, other media. Developed crisis communications plans and managed crisis communications situations. Coached physicians, leadership, and staff for news media interviews. Contributed writing for marketing communications pieces and website.

Provided marketing communications work for large multi-specialty medical system. Handled media relations; edited newsletters; wrote brochure and annual report copy.

Managed staff of reporters, photographers, and freelance writers for award-winning weekly newspaper in suburban Detroit.