AREAS OF EXPERTISE:

MARKETING STRATEGY. Thoroughly experienced in all stages of strategic market communication, including ideation, insight discovery, planning, creative development, execution and measurement through CRM and other tools.
BRAND PLANNING. Understands the intricacies of successful brand development and management, including identifying and translating insight into strategy.
CONTENT STRATEGY. Natural storyteller, writer and managing editor with an extraordinary ability to identify and develop cross-platform content strategies designed to increase consumer engagement, brand awareness and support growth goals.
CAMPAIGN MANAGEMENT. Exceptional ability to develop and manage multichannel, integrated marketing campaigns that incorporate traditional, grassroots, digital and social media.
DIGITAL MARKETING. Experienced in strategy development and execution of digital tactics, including online advertising, social media, website development, mobile campaigns, and other emerging media.
CAUSE MARKETING. Expert in developing and executing innovative philanthropic marketing communication solutions designed to increase donor engagement and participation.
VIDEO PRODUCTION. Creative video producer adept at all aspects of production, including concept development, script writing, logistics and interviewing.
MANAGEMENT. Confident team leader and mentor with strong interpersonal skills and demonstrated ability to manage and develop others.

EXPERIENCE:

HENRY FORD HEALTH SYSTEM - DETROIT, MI MAY 2016 - PRESENT

Marketing Manager

Provides marketing strategy and brand planning for Henry Ford Health System clinical service lines, including Behavioral Health Services and Integrative Medicine.

HEALTH ALLIANCE PLAN - DETROIT, MI JULY 2013 - MAY 2016

Senior Marketing Communications Specialist - Marketing

Develops and executes marketing strategy designed to increase member engagement and retention as well as support a variety of business objectives, including HEDIS quality measures, compliance requirements and National Committee for Quality Assurance (NCQA) accreditation.

Achievements include:

Redesigned new member welcome kit strategy resulting in streamlined, cohesive collaterals that met all regulatory requirements while improving member experience and reducing costs by 38 percent.
Led strategic planning/creative team which developed ReThink campaign identity and promotion plan
Recipient of Henry Ford Health System’s 2015 Shadow of Influence Award, representing HAP

HENRY FORD HEALTH SYSTEM - DETROIT, MI JUNE 2006 – JULY 2013

Senior Market Communications Consultant - Marketing

Developed innovative marketing strategies designed to support specific growth goals. Identified opportunities and implemented promotional plans for assigned product lines, including national hospital branding, philanthropy, eHealth products, physicians and special projects. Created and managed multichannel communication plans. Managed creative production and brand usage in all traditional and digital communication tactics from direct mail to broadcast media. Led creative/branding whiteboard brainstorming sessions. Recruited, hired and supervised marketing internship program for two years.

Achievements include:

Created and executed advertising campaign for new online mammography scheduling tool that included the development of the first Henry Ford Facebook application, which resulted in a 160 percent annual increase in appointments over previous year.
Developed and executed strategic communication plan for new product launch of the Innovation Institute at Henry Ford, which included a custom website, social media, blog and identity package.
Provided communication strategy for the system’s capital and employee fundraising campaigns, which have posted consecutive record-breaking years of growth. Responsible for creation and delivery of all campaign collateral.
Implemented total redesign for two health system newsletters while serving as managing editor and contributing writer.
A member of the national brand strategy team responsible for the creative execution and media placement for $350,000 national advertising campaign.
Responsible for reinventing employee giving campaign communication strategy, which resulted in a significant lift in overall participation and dollars raised.
Served as executive producer for annual employee campaign videos, which included six weeks of shooting on more than 50 locations with 200 employee and physician volunteers resulting in four finished videos customized by region.
Developed and executed promotion strategies for all fundraising events, including inaugural Get Your Heart Racing event in 2011 that grossed more than $750,000, making it the most successful fundraiser in Henry Ford’s history.

SAINT JOSEPH MERCY HEALTH SYSTEM - ANN ARBOR, MICH. OCT. 2005 – JUNE 2006

Communications Specialist - Marketing

Communications leader for system-wide implementation of Cerner clinical and revenue software applications. Developed and implemented strategic internal communications plan designed to promote engagement, buy-in and adoption of project among physicians and employees. Created project identity and developed internal promotion concepts and content for all marketing tactics. Produced the System’s launch website. Guest editor and contributor to medical staff and outpatient physician office newsletters.

HENRY FORD HEALTH SYSTEM - DETROIT, MICH. JUNE 2005 – OCT. 2005

Graduate Intern - Public Relations

Assisted in coordination and execution of employee, community and CME events. Contributing writer and editor of System employee communications. Wrote and produced the inaugural Project Bedside Vote guidebook. Video producer. Researched topics as needed and wrote press releases for media group.

THE MUSICLAND GROUP - SOUTHEAST, MICH. JAN. 1990 - APRIL 1994

General Manager

Progressed to the position of general manager through performance-based promotions. Solely responsible for recruiting, hiring, scheduling, training, evaluation and development of up to 40 staff members including management staff in a high-volume retail environment. Additional responsibilities included budgeting, inventory management, merchandising and loss prevention. Recipient of Manager of the Year – District 12.

EARLY CAREER EXPERIENCE 1994 – 2005

Served in a variety of supporting and management roles in public relations, marketing, nonprofit and retail businesses, including: Bianchi Public Relations; Borders Group, Inc.; Jay Marketing Associates; and Friends For The Dearborn Animal Shelter (volunteer).

EDUCATION:

EASTERN MICHIGAN UNIVERSITY - YPSILANTI, MICH.

Bachelor of Science in Public Relations, Advertising and Applied Communication, 2005.

Fine Arts Minor

SPEAKING ENGAGEMENTS:

“Screenings to ROI: How Henry Ford Health System Promoted Mammograms to Contribute to Return On Investment,” Presenter, CPM Healthgrades, Live Broadcast Webinar, May 2012.

“Taking the Mystery out of Social Media: How to Develop Results-Driven Social Media Strategies for Health Care,” Faculty Course Presenter, Society for Healthcare Strategy & Market Development National Conference, Chicago, IL. Sept. 2010.

AFFILIATIONS & PROFESSIONAL DEVELOPMENT:

Society for Healthcare Strategy & Market Development, 2010-2012
Michigan Society for Healthcare Planning and Marketing, 2007 – 2013
The Adcraft Club of Detroit, 2008 – 2009
ADvance: The Adcraft Study Program, 2008
Public Relations Student Society of America, 2003 – 2005