Business Owner, Chief Strategist

Woods MarCom, LLC

2023 - Present

 

Develop data-driven marketing strategies delivering results for clients. In its short tenure, the agency has gained a reputation for executing effective marketing campaigns by driving new patient acquisition for healthcare providers, conducting thorough marketing audits, and performing market research to support growth strategies for regional companies. With a keen ability to analyze market trends, identify target audiences, and craft compelling messaging, I help businesses of all sizes achieve their marketing goals and grow their bottom line.

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Director of Communications

Community Health Center of Snohomish County

2022 - 2023

 

Spearhead direction of marketing and communications strategy. Oversee marketing and communications budget and control costs to protect profit margins. Work closely with C-Suite to retain alignment with strategic plan and support emerging strategic initiatives. Create engaging communication and marketing initiatives to optimize community health message and support organizational objectives. Implement continuous improvement processes to enhance operational efficiency. Drive new patient acquisition and business growth to maximize organizational reach and service area growth.

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• Restructured organization’s marketing and communications strategy, introducing digital marketing strategies and data-driven marketing infrastructure.

• Increased brand reputation from 3.48/5.0 stars to 4.74/5.0 with single reputation management campaign.

• Implemented new patient acquisition and growth strategies with approximately 40% of conversions resulting in new patient appointments month-over-month, with cost per acquisition well below industry benchmarks.

• Built and deployed patient education campaign following end of Public Health Emergency, driving awareness for Apple Health renewal requirements, within 30 days of state announcement.
  
   

Manager of Marketing and Communications

Skagit Regional Health​     2016 - 2022

 

Drive strategic direction of communications and marketing campaigns to boost brand awareness. Direct development and dissemination of marketing and communications materials in line with branding standards. Develop cohesive message and image for digital and traditional communication vehicles. Analyze effectiveness of communication strategies and implement improvement plans. Orchestrate search engine marketing (SEM) campaigns to stimulate service line growth while retaining cost per acquisition values under industry standard.  Communicate with media and community members as Public Information Officer. Spearhead emergency management operations as key team lead. Conduct weekly meetings with coordinators to update team on project developments and discuss key issues.

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• Control $3.8M marketing and communications budget.

• Supervise team of coordinators, providing coaching and guidance to facilitate professional development.

• Coordinated company-wide communication strategy for $75M system integration, including complex internal and external communication plans.

• Restructured company marketing strategy by migrating from traditional print to innovative data-driven marketing strategy encompassing digital marketing, demographic targeting, and SEM.

• Generated 36% surge in website traffic and 22K conversions from digital marketing campaign launched in previous year.

• Enhanced brand reputation from 3.2/5 (2018) to 4.7/5 (2020) by executing system reputation management project for 175 employed providers and 30 service sites.

• Increased operational efficiency by streamlining workflow and project processes, including redesigning project intake protocols, project management dashboard, and periodical progress evaluation.

• Received 100% rating for “I am comfortable discussing concerns with my manager” and 90% for “Manager Relationship” on staff experience survey in 2020.

 

 

Communications Specialist   

Northwest Educational Service District     2009-2016

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Spearheaded development and execution of external and internal communications plans. Wrote key messages for the board of directors and superintendent. Coordinated data-driven digital marketing campaigns, such as email, service line blog, and social media marketing. Advised numerous school districts on communications matters as subject matter expert (SME). Formulated written communication plan for implementation in an ever-evolving legislative and political context. Leveraged industry expertise to facilitate development of contract department supplying district leaders with access to communication services.

 

• Enhanced accessibility of service information for school districts by creating new websites utilizing Drupal.

• Overhauled dated staff intranet by designing new employee internal communications network on Mindtouch.

• Established digital learning platform to assist state-wide grant-funded schemes, including online certification website funded by Bill and Melinda Gates Foundation, and tools cultivating requirements for an accreditation program for Association of Educational Service Districts.