BRANDING, MARKETING, and COMMUNICATIONS:
Building awareness, driving customer acquisition, and supporting overall business objectives.

Marketing Leadership

Strategic marketing planning. . . . . . . . . . . . . . . . . . . . . 

Branding. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 

Developed and implemented annual marketing communications plans to directly support business objectives, in cooperation with top administrators, and physician leaders.

Successfully launched new brand identities with external and internal engagement events, effective media relations, and compelling advertising campaigns. Developed naming architectures and brand standards. Conducted brand training sessions. 

Budget management. . . . . . . . . . . . . . . . . . . . . . . . . . . .

Program development and service line launches. . . .

Managed budgets up to $3.1 M. 

Operationalized and launched service innovations, new programs and services, including expedited diagnostics, medical technology, physicians, summer camps, emergency departments, and oncology centers.

Supervision and leadership. . . . . . . . . . . . . . . . . . . . . . .

Supervised marketing and sales teams, graphic designers, writers, volunteers, and vendors. Led cross-functional project groups.

Project Management

Advertising. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .


 

Produced award-winning, multi-media campaigns, including radio, print, billboard, bus advertising, direct mail, online ads, and guerilla advertising. Managed design agency and media buys.

Collateral development. . . . . . . . . . . . . . . . . . . . . . . . . . .

Produced brochures, brochure templates, fact sheets, posters, web content, and more with internal and external creative teams.

Community & government relations. . . . . . . . . . . . . . . . .

Coordinated mutually beneficial projects and events with representatives from Department of Interior, National Park Service, NBC, Clear Channel, NFL, Sears Optical, Cole Vision, The Plain Dealer, Cleveland.com, schools, counties, municipalities, and more.

Direct marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Increased qualified referrals by 45% in one year via list management, direct mail, email, and events.

E-commerce. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

 

Initiated, developed, and launched online store. Selected products, set pricing, and created launch campaign.

Event planning. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .



 

Organized community leader events, conferences, lecture series, walk-a-thons, banquets, golf outings, exhibits, and sponsored events. Recruited sponsors, volunteers, participants, and attendees.

Media and public relations. . . . . . . . . . . . . . . . . . . . . . . . 

Secured national and local feature and news stories, live broadcasts, and personality appearances. Increased media coverage by $270,000 worth of column inches in one year by instituting weekly calendar of press releases and weekly advertorial space. 

Online marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 

Created innovative, online viral campaign that stimulated participation by more than 65,000 community members in 4 weeks. 

Research and analysis. . . . . . . . . . . . . . . . . . . . . . . . . . 

Initiated and co-authored ROI study which won $10,000 national award. Produced SWOT analysis and coordinated consumer surveys, focus groups, and demographic research.

Video production. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  

Produced and edited television ads, short promotional and tribute films.

Web development. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 

Created information architecture, developed content, and directed usability-based redesign of websites with more than 700 pages.

Writing and editing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 

Wrote and edited brochure and ad copy, feature articles, talking points, blog posts, speeches, and web content.