Director of Marketing

Director of Marketing, Dignity Health, formerly Catholic Healthcare West, (2008 – present)

As a member of the leadership team for the 40 hospital system, I directed the market position of four competing hospitals into collaborative service areas. I increased emergency department PPO volume by 15% and increased inpatient average daily census 14% over LY.

• Led system-wide digital media initiatives that yielded an increase in call center volume of over 730% and doubled the return on investment

• Developed a new access point for ER services by creating a proprietary online appointment scheduling tool.

• Led the development of an online digital asset management tool (template system,) decreasing outsourced print and design projects by 20%.

• Directed and implemented strategic service-line focused marketing plans promoting Orthopedics, Oncology, Cardiology, OB, Bariatrics, Robotics, ER and Primary Care while enhancing public perception for Dignity Health in each market.

• Directed and led complete website overhauls resulting in 13% average monthly growth in new visitors.

• Developed electronic facility-specific media strategies and social marketing plans to engage consumers and increase usability

Director of Marketing and Sales Health Plan of San Mateo (CA 2006 – 2008)

Reporting directly to the CEO, I created a marketing and sales department from the ground up for the managed care health system, while rebranding the company and executing marketing strategies for all product lines. Returns show a 20% increase in the Medicare product – adding $24 million in total revenue, and a 13% increase in the contracted physician network.

• Directed market research activities to gain a competitive understanding of consumer motivators, needs, and the unique solutions that HPSM products and services offer

• Created marketing and business plans based upon market growth projections

• Drove membership and revenue growth by building relationships with consumers, providers, community members, and stakeholders while creating top-of-mind awareness for HPSM

• Developed and oversaw the maintenance and integrity of HPSM’s brand

• Led marketing efforts to grow provider relationships with the physician community

• Directed and led the ADDY Award-winning brand campaign; “The Healthy Fight”

Director of Marketing and Sales Health Plan of San Mateo (CA 2006 – 2008)

Reporting directly to the CEO, I created a marketing and sales department from the ground up for the managed care health system, while rebranding the company and executing marketing strategies for all product lines. Returns show a 20% increase in the Medicare product – adding $24 million in total revenue, and a 13% increase in the contracted physician network.

• Directed market research activities to gain a competitive understanding of consumer motivators, needs, and the unique solutions that HPSM products and services offer

• Created marketing and business plans based upon market growth projections

• Drove membership and revenue growth by building relationships with consumers, providers, community members, and stakeholders while creating top-of-mind awareness for HPSM

• Developed and oversaw the maintenance and integrity of HPSM’s brand

• Led marketing efforts to grow provider relationships with the physician community

• Directed and led the ADDY Award-winning brand campaign; “The Healthy Fight”

Director of Marketing and Public Relations Cayuga Medical Center Ithaca, NY 2002 – 2005

Reporting to the Vice President of Public Relations and managing a team of designers, writers, and photographers in addition to print vendors and outside ad agencies, I led all advertising, marketing, and community relations initiatives surrounding the rebrand of a 304-bed acute-care hospital system affiliated with Weill Cornell Medical College and Roswell Park Cancer Institute.

• Responsible for growing the Medical Center annual marketing budget from $250,000 to over $900,000 while maintaining marketing department staffing at original levels

• Increased advertising awareness in the primary market by 13% and top-of-mind awareness by 11%

• Provided marketing communication support for all internal departments

• Initiated and developed external marketing strategies focused on re-branding

• Coordinated and managed service and product launches

• Implemented corporate media relations strategy

Director of Public Relations Genex Cooperative, Inc. Ithaca, NY 1999 – 2002

• Managed public relations campaigns, advertising themes, and public image

• Supervised and managed a public relations staff of 8, in addition to an in-house print shop

• Writer, editor, and photographer for HORIZONS

• Responsible for all regional advertising, theme decisions, and trade shows

• Worked with graphic design team to create a recognizable image for all media outlets

Account Executive Howard Cogan and Associates Advertising Ithaca, NY 1997–1999

Clients: Cornell University, Ithaca College, Audrey Aedelman Real Estate Associates, Cayuga Medical Center, The Ithaca Times, Tompkins County Convention & Visitors Bureau

• Proactively managed advertising campaigns

• Generated creative briefs, job tickets, change orders, estimates, and schedules

• Scheduled and trafficked print and broadcast advertising

• Directed and managed collateral print projects and trafficked jobs through the agency

• Bought and negotiated all forms of media and executed regional media plans

EDUCATION Virginia Polytechnic Institute Blacksburg, Virginia Bachelor of Science, Communication Studies December 1997

AWARDS 2012 Gold ADDY Award: Multi Mixed Media ER Campaign | 2008 Delta Award, Medical Marketer of the Year, National Healthcare Communication and Marketing Association | 2008 ADDY Award: The Healthy Fight | 2006 ICSC MAXI Award of Merit Winner, Retail Marketing

ASSOCIATIONS American Heart Association, American Cancer Society, Academy of Friends Board Member, Marketing Committee | California Association of Health Plans (CAHP,) Public Relations Committee | International Association of Business Communicators member (2006 – present) | Marketing Chairman, 2007 San Francisco HRC Gala | Board of Director, International Drive Chamber of Commerce (2005 – 2006) | International POW WOW Travel and Tourism Hospitality Committee member (2005 – 2006) | Leadership Orlando Regional Chamber of Commerce member (2006) | Member, IGLTA (2005 – 2006) | Public Information Officer, Tompkins County (2003 – 2005) | Employee Lead, Relay for Life (2003 – 2005) | Ithaca Marketing Group member (2001 – 2005) | Ithaca Chamber of Commerce Planning Committee Member (1999 – 2004) | Executive Board of Directors, NECC (1999 – 2001)

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