Where I've Worked.
Sg2, a Vizient Company | Associate Vice President, Marketing Services
Sg2 is the leading provider of market analytics, intelligence and consulting services to help healthcare executives understand market dynamics and seize opportunities for growth. I provide leadership to the in-house Marketing Services team responsible for branding, marketing collateral, sales support and a diverse range of strategic marketing initiatives that include: webinars, white papers, publications, infographics, website, social media, B2B conferences and go-to-market product launch efforts.
Digital Migration: Devised strategy to translate intelligence into new digital formats -- e-publications, video, infographics and animations.
Acquisition & Retention Tools: Collaborated cross-functionally to create engaging and visually-oriented sales proposals, pitch decks, product launch collateral and new client onboarding kits.
Brand Management: Elevated design quality of marketing and event collateral; spearheaded creation of icon collection as key brand asset.
Operational Cost Reduction: Revised workflow o reduce per-project staff time by 30% which eliminated need for additional staffing.
JSB MARKETING CONSULTING | President & CEO | 2012-present
On demand marketing strategy + tactical execution. I've made waves in the healthcare industry, non-profit and philanthropy organizations. Specialities: Marketing Planning, Integrated Communications, Digital Marketing, Social Media, Event Management, Copywriting, Media Relations, Brand Development, Business Growth through Innovation.
KRAMES STAYWELL | Vice President, Design & Creative Services | 2010-2013
Krames StayWell (now dba StayWell) is the largest health communications company in the country providing strategic marketing, health engagement, and patient education services to organizations nationally. I led a 28-person department to develop company brand, integrated marketing strategies, health publications and custom communication programs for clients.
Integrated Marketing & Corporate Branding: Executed rebranding for newly restructured, renamed $100 million company in rapid timeframe, enabling comprehensive marketing launch across multiple media formats that included digital, social, print collateral, website, national conferences, and media relations.
Business Growth: Increased revenues by producing health magazines and data-driven communication programs for clients that included Cigna, Sharp Health System, BlueCross BlueShield of Michigan and Shriners Hospital for Children.
Productivity: Achieved 15% increase in staff productivity while at same time improving team morale.
Turnaround Management: Selected by CEO to assume leadership for department critical to revenue protection and sales growth. Devised innovation initatives that improved performance to highest in company history, stimulating a 5-point uptick in client satisfaction ratings -- a key retention metric.
Revamp of $20 million Product Line: Led redesign of Krames Patient Education Booklets, resulting in a high-quality visual identity to match its reputation as the most clinically-rigorous in the industry.
STAYWELL CUSTOM COMMUNICATIONS | Vice President, Marketing Creative Services | 2005-2009
Led marketing and creative teams responsible for integrated marketing programs, corporate brand, media relations, and production of consumer publications, digital newsletters, promo emails, and B2C marketing materials for clients.
Integrated Marketing: Provided leadership to create multi-channel website, digital marketing campaigns, social media platforms, print collateral, executive reports, and national/regional trade show strategies.
> 100% increase in website traffic in first year
> 34% increase in qualified sales leads
> 25% reduction in cost-per-lead
Digital Marketing: Introduced new media marketing to company via product videos, social media and webinar presentations that contributed to new client acquisition and retargeting initiatives.
Brand Development: Increased market share through development of award-winning FRESH brand strategy to launch new $50 million company formed as result of a merger of two former competitors.
Cost Containment: 15% reduction in marketing execution costs within 24 months.
Revenue Growth: Contributed to growth by creating health magazines, e-newsletters, digital and print marketing programs for healthcare clients across the country that included Northshore Jewish Long Island Health System, Henry Ford Health System, HAP Health Plan, Northwestern Memorial Health, Sharp Health System and Bronson Healthcare.
HEALTH NEWSLETTERS DIRECT | Vice President of Marketing & Business Development | 1990-2004
Directly contributed to company's exponential growth by leading strategic marketing planning and execution, market research, public relations, product development, and publishing operations. Reported directly to company president.
Rapid Revenue Growth: Spearheaded marketing and business development initiatives that directly contributed to revenue increase from $3 million to $17 million, and established company as industry leader in fiercely competitive health publishing space.
Digital Marketing: Led cross-functional project teams in the development of company's first website, first online publication planning center, and first digital-ehealth newsletter with deployment platform.
Marketing Strategy & Execution: Devised and implemented muti-channel marketing programs designed to generate sales leads, build thought leadership, and accelerate the sales process.
> Exceeded lead generation goals by 8-12% annually for 7 consecutive years
> 86% of leads qualified as purchase decision-makers
> Double-digit growth in website traffic for 3 consecutive years
> 20% conversion rate for 1:1 stealth campaigns to retarget high revenue healthcare prospects
National Association Marketing: Launched National Association of Women's Health Professionals by managing membership drives, annual conference planning and promotion, and building the association brand from the ground up.
> Exceeded membership drive goal by 24% through recruitment of 186 charter members within 12 weeks
> $29k revenue generated from charter membership campaign within 3 months
> Exceeded annual conference attendance goals for 3 consecutive years via assertive direct marketing campaign
Cost Reduction: Delivered $500,000 in operational cost savings through conversion to computer-based design and aggressive negotiation of manufacturing contracts.
Budget Management: Administered $2.2 million budget, consistently operating under budget year-over-year, while exceeding marketing, operational and business performance targets.
Speaker at National Healthcare Marketing Conferences: Presented to groups ranging in size from 25 to 350; topics included direct marketing, lead generation, and publication strategies to drive ROI for consumer segments that included women, parents, seniors, Medicare, Medicaid, low-income and low-literacy.
Bachelor of Science in Advertising | University of Illinois at Urbana-Champaign
DMA Educational Foundation's Senior Collegiate Recipient | One of 30 college senior nationwide to win scholarship to
the Direct Marketing Association's training institute