Improved company's online reputation management program, overseeing three response team contractors, managing relationship with reputation vendor and developing partnerships across the organization to build a standardized process for Google review response and service recovery.

Led digital strategy on growth and innovation team for same-day care business lines (Providence ExpressCare, ExpressCare Virtual and urgent care). Worked closely with web operations, digital experience, SEM, SEO, digital product, marketing, communications and clinical ops teams, as well as company partners and tech vendors. Increased digital transactions through experimentation, collaboration and online enhancements.

Promoted to lead Indigo Urgent Care's Retail Health Marketing team in strategic development and implementation of content (social, blogs, email), digital advertising campaigns, SEM, SEO and websites with a focus on improving engagement, conversions and customer experiences, while increasing business volumes. Supervised two direct reports.

Enhanced digital experiences: Generated 78% increase in seminar registrations, 50% increase in appointment conversions and 152% increase in blog subscriptions.• Analyzed and provided UX recommendations for multiple websites: health plans, orthopedics, thoracic surgery, oncology, ultrasound, OB, cardiology and weight loss. • Provided content strategy and landing page optimizations for major campaigns and institutes.• Developed site navigation plans and architecture. Performed content audits.• Reviewed and edited blog articles produced by agency partner. Served as final content approver.Led Facebook advertising for the health system: Majority of campaign results surpassed industry benchmark CTRs and outperformed agency campaigns. • Developed copy/creative, managed setup and launched Facebook campaigns across multiple service lines and regions. Used custom audiences and psychographics to strategically target users. Established CRO program: Increased website conversion rate by 116% in first year of program.• Built, launched and analyzed A/B/n tests, created centralized tracking system, and developed process for scaling experiment learnings.• Presented optimization workshops and test findings to marketing and innovation leaders.Managed local marketing/SEO: Doubled business listing accuracy rate, achieving 98% accuracy by year-end.• Transformed manual business listing claiming process into automated solution. Managed partnership with SaaS vendor to distribute NAP information for over 1,200 locations to 300+ online directories. • Expanded Yelp program through improved content and budget negotiation for CPC, driving 570% increase in customer leads YOY for Express Care business line.

Managed marketing for Providence Medical Group clinics and physicians, as well as Providence St. Peter Hospital's neuroscience and orthopedic programs. Served as editor of print and online newsletters. Developed and implemented marketing, communication and public relations plans. Created concepts and copy for direct mail, brochures, displays, print and online advertising, marketing collateral, recruitment materials, videos, TV and radio spots. Managed web site content and publishing.

Served as hospital spokesperson. Developed media plans, reports and news coverage tracking system. Wrote news releases, pitched stories, responded to media inquiries, and provided media relations and crisis communications counsel to managers and administrative executives.Managed and served as lead publisher and content developer of regional Internet site. Supervised and trained publishers, coordinated with vendors, chaired Web committee, developed site plans. Supervised work of agencies, market research consultants, freelance designers, writers, photographers and videographers. Planned, coordinated and promoted employee and community events.

Managed media relations for national clients. Generated product placements in trade publications and consumer magazines, responded to daily press inquiries, researched and wrote feature articles and news releases. Developed marketing materials for distributors, dealers and sales representatives.

Conducted project management, market research, media buying, new business development, print coordination, copywriting, proofreading and media relations. Serviced B2B, B2C, government and nonprofit association accounts.