Marketing professional with a proven track record of brand building and meeting business objectives for nationally recognized organizations in healthcare, higher education and public health. A hands-on leader that believes in the power of storytelling and that data is the foundation of effective strategy.
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Strengths include: Brand management, leveraging data in creative and digital strategy, agency management, writing, leading teams and building consensus in a matrix organization.
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EXPERIENCE
Marketing Director, Executive Education & Lifelong Learning
University of Virginia Darden School of Business | February 2021 - Present
Responsible for lead generation and brand awareness for Darden's 30 open enrollment programs and custom corporate client solutions. Responsibilities include:
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Launch digital marketing campaigns, partnering with paid media and creative agencies. Since joining, leads are up 200% and enrollments in premier executive program in highest in 5 years.
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Develop content strategy for paid, owned and earned channels. LinkedIn followers has increased 30% and site traffic is up 150% from the same time last year.
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Conduct research to asses brand awareness and understand professional development needs of target audiences.
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Manage a team consisting of a marketing generalist, and an analyst, freelancers and agencies.
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Director, Marketing Strategy
UVA Health | April 2019-February 2021 (Joined UVA Health in 2010)
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Responsible for developing marketing strategies to build patient volumes and brand preference among referring providers and consumers. Since joining the team, UVA Health has become the preferred hospital in the target market and has seen double-digit growth in market share for complex cases.
Responsibilities included:
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Manage a team of marketing/PR specialists and physician liaisons
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Partner with creative agencies to develop multi-million dollar brand campaigns. "Tomorrow Can't Wait" in 2016 won multiple industry awards and resulted in record-high consumer preference
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Work with leadership to build brand strategies across regional partnerships
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Build consensus for strategy among clinical and organizational leadership
Manager, Marketing Strategy and Planning
UVA Health | December 2014-March 2019
Responsible for building the UVA Health brand through creative storytelling across multiple channels and growing select programs. Responsibilities included:
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Manage a team of marketing/PR specialists responsible for implementing service line marketing strategies
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Work directly with both in-house and creative agencies to design and implement advertising campaigns
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Conduct consumer and referring provider research to refine messaging and tactics
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Initiate process improvement projects to improve cross-team collaboration
Senior Marketing and Public Relations Specialist
UVA Health | September 2010 - December 2014
Worked directly with Heart and Vascular Center and Transplant Center leadership to develop and implement strategic marketing plans that grow patient volume. Responsibilities included:
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Oversee implementation of paid search, direct mail, community events, video production while ensuring business and communication goals are met
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Pitch and coordinate media appearances highlighting clinical expertise and patient stories
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Serve as manager of Club Red, an online wellness program that reaches over 7,000 women across the state and effectively builds loyalty
Creative Manager
WorldStrides | May 2010-September 2010
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Developed destination-specific marketing materials targeting middle school educators.
Associate Director of Marketing
University of Illinois Chicago | July 2007-May 2010
Key member of a small team that designed a creative strategy to build the UIC brand among internal audiences and the community to meet recruitment goals. Project management highlights included launching a new website and hosting communicator forums.
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Communications Manager
American Lung Association of Chicago | October 2005-July 2007
Responsible for managing the department's workflow and offering strategic support on all fundraising, public relations and communication efforts. Part of the team that designed and implemented a public relations campaign leveraging Chicago restaurant owners to advocate for smoke-free Chicago.
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Administrative and Communications Coordinator
Field Museum of Natural History | December 2002-October 2005
Provided project management support to the exhibitions department. Managed logistics for traveling exhibitions.
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EDUCATION
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Master of Arts degree in Public Relations and Advertising
DePaul University
Bachelor of Arts degree in English
University of Virginia
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Writing for Business Coursework
University of Chicago
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Digital Marketing Strategies Certificate
Northwestern, Kellogg School of Management, Executive Education
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Digital Marketing Innovation
UVA Darden Executive Education & Lifelong Learning
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Managing Individual and Organizational Change
UVA Darden Executive Education & Lifelong Learning