Marketing Sales

NORMA PRECIADO O’FLAHERTY

***** ********* ****** 818-***-****

Granada Hills, California 91344 *******@**.***

A bright, dynamic, and natural leader with panache to forge strong rapport with colleagues, vendors, board

members, and dignitaries from various backgrounds. Over two decades of integrated marketing communications

experience with an emphasis in healthcare, technology, banking, real estate, and entertainment. Expert in

strategic planning, print promotions and production, multi-media advertising, social media, design, database

management and public relations. Exceptional problem solving skills with an ability to handle multiple projects

simultaneously and the analytical expertise to create measurable results. A highly motivated and creative

professional who is fluent in Spanish.

PROFESSIONAL EXPERIENCE

Chromsie Marketing Services, LLC, Granada Hills, California 2012-Present

Vice President/Consultant, Integrated Marketing and Communications

Partner in a full-service integrated marketing and public relations firm. Capabilities include targeted

strategic planning, implementation, tracking, copywriting, design, web-design, e-commerce, social

media, database management, community relations, public relations, crisis communications, media

buying, and print production.

Supporting development planning, capital campaign, and a gala for a specialty hospital foundation

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in Los Angeles. This includes advertising and public relations.

Led all aspects of a rebranding conversion for an independent physician association.

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Led and trained staff on integrated marketing efforts and social media communications for a

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medical coding company.

Valley Presbyterian Hospital, Los Angeles, California 2007-2012

Director of Marketing and Communications

Led all aspects of marketing including branding, creative direction, copy writing, advertising, media

relations, collateral development, newsletters, an employee blog and website maintenance for a 350-

bed acute-care community hospital with an operating income of $6.5 million.

Developed research-based marketing and communications strategic plans that targeted key

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audiences for various product lines. This included partnering with medical device/pharmaceutical

companies to leverage cost effective campaigns for total joint, amputation prevention, stroke, and

maternity programs.

Developed and maintained the marketing department’s $1.9 million budget.

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Developed and implemented a B2B marketing strategy targeting physicians resulting in the

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recruitment of more than 200 physicians to the medical staff, as well as increasing the average

daily census by more than 11%, surgery volume by 25% and admissions by 19%. Included targeted

physician relations strategies.

Developed the strategic and creative direction of the organization’s annual report and the physician

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newsletter that was distributed to 2,800 physicians throughout the San Fernando Valley, community

members, government officials, donors and hospital management.

Conducted physician relations and collaborated with community women’s clinics to implement

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grassroots community outreach services agreements, assisted with the pro-forma development,

record-keeping and tracking resulting in more than 4,000 deliveries per year.

Structured and planned bi-annual community symposiums, resulting in a return on investment of

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more than $200,000.

NORMA PRECIADO O’FLAHERTY Page Two

Valley Presbyterian Hospital, Continued

Overhauled the public relations process to more than double the press releases issued, utilizing

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new methods of distribution and reaching new audiences to procure well over $200,000 per month

in media value coverage. Maintained relationships with local reporters and acted as the first point of

contact.

Served in the executive team blog committee and acted as the ghostwriter for the CEO’s employee

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blog, increasing the employee overall satisfaction score by 3.4%.

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Led the organization’s 50 anniversary gala committee resulting in a successful event with more

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than 500 attendees including community leaders, local politicians, and dignitaries.

Successfully negotiated an average of 20% discounts, and managed contracts with external

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agencies and vendors.

Led and managed in-house and outsourced team of professionals including copywriters, designers,

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public relations specialist, social media specialist, marketing coordinators, fellows, interns, and

volunteers. Managerial responsibilities included keeping in-house staff motivated and positioned

for future growth within the organization, keeping staff on track to meet deadlines with consistent

quality finished products, annual reviews and setting reachable goals for the following year.

Led a team of select administrators, board members and community members to develop new

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branding for various products. Included leading all aspects of an integrated branding strategy,

ranging from print, social media, and grassroots advertising to community.

Led the development of micro-websites for the various product lines.

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Directed community relations and physician relocation assistance and integration.

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Served as the organization’s public information officer for crisis communications.

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Hollywood Presbyterian Medical Center, Hollywood, California 2001-2006

Formerly under Tenet Healthcare

Marketing Manager, Business Development

Provided general and product-line marketing for the total joint center, spine center, bariatric program,

diabetes education program, cancer center, USC/Children’s Hospital Los Angeles Institute for Maternal-

Fetal Health and the maternity program for a 434-bed major medical center. Responsible for developing

and maintaining the marketing department’s $1 million budget.

Established an appropriate lecture series for the English-, Spanish-, Korean- and

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Armenian-speaking public, which resulted in hundreds of revenue-generating leads.

Planned and implemented hospital functions and community events including health fairs,

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expositions, community outreach events, and medical staff symposiums.

Developed the creative direction of the medical staff newsletter and employee newsletter.

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Worked with physicians to implement community outreach services agreements resulting in over

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5,000 OB deliveries per year.

Customized and managed a customer relationship management (CRM) system for the medical staff

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and physician recruitment, which facilitated business development efforts.

Successfully completed Tenet’s extensive Director of Business Development training program.

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JCI Corp., Hollywood, California 2000-2001

Account Executive

Managed a portfolio of 12 local accounts representing more than $500,000 in revenue for a company

providing ultra high-speed file transport, video-conferencing and online storage via interactive and a

dedicated digital communications network for post-production and major studios.

Worked closely with key personnel within the client account to ensure that products were used to

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maximum effectiveness and that revenue streams were constantly improving through the maximum

utilization of JCI’s product portfolio.

Maintained a business relationship with key decision-makers and users within an account to ensure

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that all customers represent a market to new JCI products and services appropriate to the needs of

the account.

Governed the installation, training processes and technical support.

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CUShopper.com Inc., Glendale, California 1999-2000

Marketing Analyst Manager & Database Administrator

Responsible for working closely with each executive team member when internal interfaces demanded

data exchange for a unique shopping community created for credit union members only.

Developed a conceptual database design with responsibility for implementation, maintenance and

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control. Provided user support and training to approximately 60 sales, marketing, creative and

finance staff.

Maintained and housed all information of current and potential clients within the customer

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relationship management (CRM) database. This included 10,000 credit unions, 15,000 contacts

and 2,000 opportunities.

Prepared detailed reports by data mining via CRM and presented recommendations for action

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plans to senior management.

Marketed online shopping network products to 1,800 partnered credit unions, representing

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25 million members, by establishing successful campaigns through direct marketing, media

development, advertising, sales promotions and programs for their members.

Monitored and analyzed program expenditures and budgets, and generated reports demonstrating

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return on investment.

Promoted to management position and supervised six employees within three months of start date.

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U.S. Sales Corporation, Northridge, California 1988-1999

Marketing Project Manager

Teamed with marketing directors in the development and implementation of direct marketing and

promotional plans for new customer acquisitions and customer retention for a United States Purchasing

Exchange (USPE) – a direct mail marketing sweepstakes and product catalog company. Supervised

ten employees.

Reviewed promotional programs from a marketing and legal standpoint including nationwide direct

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mail, sweepstakes, catalogs, space ads, and special projects. This included ten category tiers, with

143 mailing versions totaling more than 94 million mailers per year.

Developed and implemented marketing database system to further maximize the marketing budget

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resulting in cost savings in the hundreds of thousands of dollars.

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U.S. Sales Corporation, Continued

Prepared budget and cost spreadsheets for all creative test marketing and promotional concepts.

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Created a sophisticated spreadsheet for final execution and distribution of all direct marketing and

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promotional concepts resulting in the efficiency of cost and time.

Coordinated the maintenance and input of customer list selection information resulting in the

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accurate tracking of marketing concepts for modeling and research purposes.

Promoted six times in 11 years.

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EDUCATION

University of Redlands, Redlands, California

Bachelor of Science in Business Administration and Management, 1996

TECHNICAL SKILLS

Mac, PC, Word, Excel, Outlook, PowerPoint, Keynote, Adobe Premiere, Adobe InDesign, Adobe Illustrator,

Adobe Photoshop, Adobe Dreamweaver, HTML coding, SalesLogix, Siebel, ACT!, Crystal Reports, and

photography.

PROFESSIONAL ASSOCIATIONS

Healthcare Public Relations & Marketing Association, Member

Healthcare Marketing Association, Member

American Marketing Association, Member

SERVICE TO THE COMMUNITY

Our Lady of Lourdes Annual Fall Festival, Planning Committee Member

Northridge Knights Athletic Club, Vice President II and Member of the Board of Directors

Uber Driver in the Los Angeles area.

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