Vice President Silver Spring

Samantha A. Thompson

ad5q30@r.postjobfree.com •9706 Bristol Ave, Silver Spring, MD, 20901 •301-***-****

Executive Summary

Creative and goal-oriented leader with 17+ years of experience in healthcare communication and a demonstrated track record of leading marketing and communication projects successfully.

Proven success at leading large teams with daily operations. Skilled at drafting and proofreading content for public health domain. Adept at conceptualizing and executing strategies, special projects, and initiatives to boost engagement. Natural communicator, talented at networking and cultivating long lasting relations with executive team members, service line leaders, providers, media representatives, physicians, vendors, and staff. Expert in developing and managing targeted multi-channel campaigns across various channels. Possess strong design and branding knowledge.

Areas of Expertise

•Leadership & Training

•Writing & Proofreading

•Crisis Communication

•Branding & Marketing

•Internal & External Communication

•Digital & Traditional Media

•Website Strategy & Execution

•Collaboration & Partnerships

•Media & Public Relations

•Healthcare Communication

•Technology & Software

•Finance & Budgeting

Career Experience

Consumer Healthcare Products Association, Washington, D.C. 2023-2024

Senior Manager, Communications and Public Affairs

Reported directly to the Senior Vice President, Communications & Public Affairs and part of a cross-functional team, inclusive of Regulatory & Scientific Affairs, Government Affairs, Communications, Operations, and the President’s Office. Served as a subject-matter expert and thought-leader and played an integral part in helping the organization communicate its policy and regulatory goals.

Provided strategic communications support for a variety of priorities, programs, and content development opportunities (internally and externally). This included narrative development and storytelling (often scientific and technical in nature) to influence consumer healthcare policy across trade media, elected officials, and internal audiences.

Led multi-channel communications campaign leading to the successful passage of law to increase annual/monthly legislation that will eliminate the state’s annual purchase limit for common over-the-counter (OTC) cold and allergy medications containing the ingredient pseudoephedrine (PSE), which is currently the most restrictive yearly limit nationwide.

Led communications campaign that led to a successful introduction of bipartisan legislation that would make dietary supplements eligible expenses under tax-preferred flexible spending arrangements (FSA) or health savings accounts (HSA).

Holy Cross Health, Silver Spring, MD 2021 – 2023

Communications Leader / Public Information Officer (PIO)

Trained and managed team members with daily operations and plans. Collaborated with Chief Strategy Officer on internal communications and public information. Developed campaign collateral including pitches, landing pages, QR codes to increase engagement, digital screensavers, and e-newsletters. Created print media to present to Congress to meet digital advocacy targets. Oversaw online content management from ideation of tactics to execution for various social media channels, blog posts, LinkedIn, and Facebook. Led traditional media management including proactive and reactive support for new outlets, developing and delivering local and national news stories on CBS, NBC, Fox, and CNN. Partnered with telecommunications and public safety officers, acquiring high-level training to supervise crisis communication. Monitored designers for all digital and print media projects to ensure adherence to brand needs and strategy. Developed content for company-wide internal communications through planning, organizing, and implementing.

●Boosted enrollment numbers (35%) in Maryland in partnership with Maryland Health Connection (MHC).

●Achieved designation of lead press release writer in collaboration with senior executives resulting in media stories earning national coverage. Portfolio samples available upon request.

George Washington Medical Faculty Associates, Washington, DC 2018 – 2021

Head of Strategic Digital Engagement, Office of the CIO

Supervised staff while driving performance and fostering a collaborative workspace to meet and surpass goals. Managed company website including creating reports on performance, reach, and engagement. Conducted research through appropriate channels and developed assessments based on it. Consistently delivered on-time and under budget final products. Directed content strategy for IT communications including creating and proofreading all internal and external initiatives, and planning of releasing IT emergency communications with C-level executives obtain approval. Partnered with the marketing and public relations department to upgrade internal content, guide on brand image, and ensure accuracy and quality of online content. Designed and integrated leadership annual reports, quarterly reports, e-newsletters, and press releases. Formed strategy to generate interest in audiences. Wrote and edited intranet and online communications.

●Created and implemented digital transformational initiatives for the largest multi-specialty physician group in DC, affecting 42K+ patients per month.

●Ideated, developed, and executed three external and company-wide websites for 2K+ employees, generating 5K+ views.

●Boosted response rate 40% by integrating pre and post go-live surveys.

●Increased overall charge capture by 40% in first quarter of mobile registration project launch, with 2.9M total charge capture since go-live.

Kaiser Permanente, Rockville, MD 2016 – 2018

Senior Consultant of Communications

Partnered with executives, stakeholders, production department, IT, and compliance teams to create regional and national marketing and communication materials to boost visibility. Managed multiple projects from conceptualization to execution along with improvement plans. Networked and collaborated with vendors such as graphic designers, videographers, social media managers, CRM, and marketing teams to build strong content for marketing automation platforms to promote offerings. Performed market and program research to monitor content alignment with brand, tone, and message of organization, as well as compliance with legislative and regulatory policies such as NCQA and ADA. Played an integral role in social media content, including tracking and analyzing results. Provided client service support for external ad agencies.

●Reviewed and improved branding and design for 30 pieces of publications and tools in one year, using Adobe Creative Suite.

●Created organization-wide communications strategy to improve engagement with partners and stakeholders, leading to 100% increase in visits to 30 internal microsites.

●Developed, branded, and deployed the first digital ID card capability in the Mid-Atlantic region.

●Launched the first Cosmetic Dental Program (Total Cosmetic Dental Services) meeting finances and timelines.

NBC News, Washington, DC 2015 – 2016

Digital Research Planner

Led 160+ account managers with digital media research, planning, developing collateral, creating reports, testing, and analyzing on various products. Forecasted company revenue and implemented measures to meet them. Supported clients with outside ad agencies.

●Increased interactive department reach through translation and distribution of information via Nielsen, e-Marketer, Borrell, IAB comScore, Kantar, and Videology.

●Boosted revenue by $10K in three months by developing internal reminders, improving inventory.

CBS News, Washington, DC 2014 – 2015

Digital Media Strategist

Directed team members and 15+ account managers with local and national digital media. Pitched clients for television broadcast engagement on a weekly basis. Networked and formed relations with data partners, agencies, and vendors for campaigns, data collection, A/B testing, and reporting. Recognized development opportunities and create strategies to obtain it. Oversaw contracts and inventory. Assisted with sales calls to offer products.

●Successfully increased revenue by 12% through planning and implementation.

Computer Science Corporation, Vienna, VA 2012 – 2014

Corporate Communications Manager, Ethics & Compliance

Strategized content for five departmental websites into a single template. Improved and rebranded Corporate Training Manual in 15+ languages for 90K employees. Completed global baseline training and reporting for Annual Ethics Training with a 100% completion rate.

●Obtained 5K+ followers within three months.

Additional Experience

Digital Media Analyst, AARP/Google, Washington, DC

Audience Development Consultant, Washington Business Journal, Washington, DC

Communications Director, Arlington Chamber of Commerce, Arlington, VA

Director of Admissions, American Intercontinental University, Portland, OR

Education

Bachelor of Arts in Philosophy

Randolph-Macon Woman’s College, Lynchburg, VA

Affiliations

Executive Board Member, Encore Stage and Studio, 2011—present

Annual Google Cloud Summit, 2017 — present

Women of Prince George’s Advisory Board, 2011—2017

Awards

Excellence Award for Outstanding Performance Implementing Mobile Registration (GWMFA)

Excellence Award for Outstanding Performance in Implementing Telecom Transformation (GWMFA)

Excellence Award for Leadership in Exceeding Quality Outcomes (MIPPS) (GWMFA)

Excellence Award for Leadership During COVID-19 Pandemic (Holy Cross Health)

Technical Proficiencies

WordPress, HTML, Google Ad Words, Smartsheet, Omniture/Adobe Photoshop, Intranet, FrontPage, Dreamweaver 21.3 series, Sitecore, Confluence, UTM code tracking, A/B testing, Microsoft Suite, Visio, Wide Orbit Sales, Outlook, Matrix, Drupal, SiteCore, Salesforce, Nielsen, Borrell, IAB comScore, Kantar, Videology, e-Marketer, and MRM.

Languages

English, Native

Spanish, Professional Proficiency

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