Results-oriented marketing professional bringing more than 22 years of wide-ranging experience executing measurable marketing campaigns for fast-paced companies. Proven success in creating innovative marketing strategies to drive website traffic and social media impressions. Experienced in creating departments and building new teams, identifying talent, goals and processes to achieve results and visibility through highly-targeted online and offline marketing strategies. Track record in strategic marketing, public relations, relationship building, fund development, publications, audio-visual production, and consumer and professional events.
Skills
Strategic Marketing
Branding
Market
Research and Data Analytics
Storytelling and Storymaking
Internet and Digital Marketing
Innovative Visionary
Collaborative Leadership
Talent, Coaching and Team Development
Executive Level influence
Work History
Senior Vice-President Marketing and Communications, 2016 to Current Midwest Veterinary Supply – Des Moines, IA,
Reporting to the CEO, responsible for overseeing the planning, development and execution
of SPARK’s marketing, branding, communications and events. Using traditional
and innovative marketing strategies, supervises all stages of marketing strategy and collaborates with designers, editorial teams, internal departments, agency partners
and local vendors. Spearheaded new company-wide strategic direction, which led to a new innovative marketing program that
resulted in a 30% increase in online brand awareness in the first year.
Increased website traffic by 4000% over 5 years by creating an integrated marketing plan including digital, video, SEO and link-building campaign to increase the website’s views, credibility and engagement. Generated 74% increase social media impressions.
Created effective messaging using, graphics and marketing collateral and devised new email strategies to align with consistent messaging.
Improved SEO by implementing new content marketing strategies to include blog posts, press releases, videos and informational articles.
Cultivated and managed relationships with key clients, local businesses, vendors and community partners.
Senior Vice President Operations and Communications, 2014 to 2016 The Waters Senior Living – Warrendale, PA,
Reporting to the CEO, and a core member of the executive management
team, responsible for making strategic decisions and increase operational
effectiveness and performance throughout all departments including finance, administration, business development, entrepreneurial services, events, marketing, communications and PR.
Vice-President, Marketing, Communications and Talent, 05/2011 to 11/2013 Beth Israel Lahey Health – Amesbury, MA,
Reporting to CEO, responsible for developing and executing innovative and targeted strategic marketing and talent plans. Launched multi-faceted communications strategy including web, video, email, social media.
Secured additional resources to launch Ann Arbor Pure Michigan business attraction pilot throughout entire state.
Organized talent enhancement plans including innovative training programs to place job seekers in new regional employment opportunities.
President, 05/2007 to Current Sedgwick Claims Management Services, Inc. – Orange, CA,
Provides strategic marketing consulting for corporate, governmental and non-profit organizations.
Director, Regional Marketing Team, 07/2000 to 05/2007 Wounded Warrior Project – Sacramento, CA,
Responsible for analysis and identification of market and product opportunities for Pfizer's major pharmaceutical brands ($430 million market) in Michigan.
Led market research, business development and strategic planning efforts to develop overall marketing strategy for Michigan.
Established and cultivated relationships with key governmental, community, corporate and civic leaders.
Developed and launched Heart of Detroit, an integrated program to raise awareness, increase diagnosis and improve heart disease treatment rates in Michigan that reached over 3 million consumers. Created innovative continuing medical educational programs for physicians.
Led statewide effort to improve and expand worksite wellness programs in partnership with Michigan Surgeon General and area employers.
Executive Director, 10/1997 to 07/2000 The Detroit Medical Center DMC DMC/Wayne State University Community Health Institutes – City, STATE,
Led team in the strategic planning process to develop the Community Health Institutes from concept to operational department with budget of $1.5MM.
Conducted market research, spearheaded marketing, health promotion and community outreach to increase access to care in newly acquired primary care health centers.
Obtained over $180,000 in grant dollars for community programs.
Established key partnerships with over 100 schools, universities, faith-based organizations, civic organizations, businesses, and political leaders in an effort to improve community relations and the health status of the community.
Business Programs Administrator, 05/1996 to 07/1997 Detroit Medical Center – City, STATE,
Reporting to COO, directed strategic and operational analyses to improve hospital system operations.
Managed the Administrative Fellowship program through the recruitment, selection, evaluation and professional development of MHA and MBA candidates.
Assisted the COO in the implementation of a $250 Million cost reduction plan managing the Deloitte consultants.
Developed an aggressive attrition management program to improve staffing levels.
Administrative Fellow, 05/1995 to 05/1996 Detroit Medical Center – City, STATE,
Post graduate management fellow: Developed strategic plan to centralize community health education function in DMC's seven hospitals to improve efficiency and enhance delivery of programs to consumers.
Developed financial pro forma and plan to administer school-based health center; coordinated health center start-up and opening.
Conducted operations assessment and developed strategic marketing plan for DMC PPO.
Account Consultant, 04/1993 to 05/1995 Aetna Health Plans – City, STATE,
Managed health benefit plans of employers (300-5000) employees, totaling $3 Million in revenue.
Increased account revenue by 110% and Membership by 4500 in one year.
Conducted sales presentations and provided issue resolution to customers through the enrollment, benefits, utilization management and claim processing systems.
Maintained cost effective health programs and presented year-end financial results with cost saving alternatives to CFO and Human Resource executives.
Selected by management to conduct Member Recruitment Training for Baltimore and Washington sales and marketing markets.
Compensation Analyst, 04/1992 to 1993 Bristol-Meyers Squibb Pharmaceuticals – City, STATE,
Analyzed local/national salary survey using regression analysis and developed decision-making model for senior management. Benchmarked job categories to maintain competitive salary levels for employees.
Education
Masters of Business Administration: , Expected in 1993 State University of New York - Buffalo, GPA:
Bachelors of Science: Health Care Administration, Expected in 1991 Florida A&M University - , GPA: Health Care Administration Magna Cum Laude
Presentations
"Integrated Marketing" Strategic Marketing Class, Eastern Michigan University, 2016 and 2015. "Ann Arbor Terrior", IGNITE Presentation, International Economic Development Council, January 2013. "Community Healthcare", Leadership and Management Course, 4th Year Nursing Class, MaJessica University, Detroit, Michigan, November 11, 1999. "System Based Solutions", Training for Wayne State University School of Medicine Department of Community Medicine, Institute for Maternal Child Health Advocate Training Program, Detroit, Michigan, January 14, 1999. Claire, D., Smitherman H., Vaughn, V., Chandra S.: "Building Paths Towards Healthier Communities: A Collaborative Community-Centered Model of Primary Health Care Delivery in Urban Detroit" Workshop Session at Community-Campus Partnership for Health Conference: Principles and Best Practices for Healthier Communities, Pittsburgh, PA, April 25-28, 1998. "Improving the Health of The Communities Served", Detroit Receiving Hospital and University Health Center Auxiliary Annual Meeting, Detroit, Michigan, February 18, 1998.
Professional Affiliations
American Marketing Association, International Economic Development Council, Michigan Economic Developers Association, Association of Fundraising Professionals, Lifetime Member - National Black MBA Association, Lifetime Member - Delta Sigma Theta, Inc. - A Public Service Sorority, Member, Fellow - Healthcare Forum/AHA Healthier Communities, Formerly Member American College of Healthcare Executives, Associate National Association of Health Services Executives
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School Attended
State University of New York
Florida A&M University
Job Titles Held:
Senior Vice-President Marketing and Communications
Senior Vice President Operations and Communications
Vice-President, Marketing, Communications and Talent
