Senior Director, Strategic Marketing And Intelligence
CurrentBuilt market insights team, changing the culture of the department from a reactive cost center to a proactive and predictive revenue driver for the health system.Utilize state and internal data to understand markets and service lines with greatest opportunities for volume and revenue growth. Working with leaders across finance and operations to align strategy to business objectives.Developed analysis tools to track the complete consumer/patient funnel from interest, to conversion, to appointment, and any ensuing procedures, providing department and execs ROI analyses at the macro and micro/campaign level.Developed proprietary consumer database containing ~5MM individuals within the UPMC footprint; continually improving the accuracy of data and modeling using unique custom algorithms, machine learning, and AI. The database serves as the engine for all of the organization’s market strategy, advising on targeting and performance metrics.Team lead for all consumer research initiatives, such as focus groups, custom surveys, conjoint analyses, etc. to understand opportunities, guide development of proactive market/consumer strategies, and track ongoing metrics such as reputation, and preference.Manage the ongoing incorporation of consumer insights and performance tracking data within department business intelligence tool, Domo.
