Director, Content Strategy and Marketing

• Jul 2021 - Present

Senior Manager, Marketing and Communications

• Oct 2015 - Dec 2020

Led integrated marketing strategy for membership acquisition and retention (representing annual recruitment of ~6K, with retention rate of 91%; and annual budget of $80K). Managed cross-enterprise teams including subject matter experts (attorneys, scientists, IT, dental insurance coding experts), advertising, PR, board members, leadership.● Drove campaign to launch first-ever ADA-endorsed dental insurance product to members. Resulted in 3K registrations, over 3-month period, exceeding project targets (2020).● Led strategy developing co-messaged, co-branded marketing collateral for state and local implementation; resulting 21% membership increase in target markets (2018).● Developed national recruitment strategy and campaigns targeting 30K, with 1.5K conversions. Increased conversion rate for mid-year campaign by 24.4%, and final quarter campaign by 21% (2017). ● Spearheaded localized marketing strategy for state affiliates, including tactics and channel plans; introducing message testing, segmentation research and social media training. Resulted in 5% net membership growth (2019), exceeding growth targets.

Senior Manager, Communications

• Oct 2004 - Oct 2015

Led marketing and communication initiatives and major projects, from inception to execution; driving sales for AAP products and advertising, representing more than $3.7M in non-dues revenue. Devised and executed content strategy for membership communications. Directed multiple expense budgets, representing $100K/annually. Managed team of 6 (staff and freelancers). Led marketing and communication initiatives and major projects, from inception to execution; driving sales for AAP products and advertising, representing more than $3.7M in non-dues revenue. Devised and executed content strategy for membership communications. Directed multiple expense budgets, representing $100K/annually. Managed team of 6 (staff and freelancers).

Content Editor

• Oct 2000 - Oct 2004

Managed and implemented communications for medical, patient and employee audiences. Created editorial strategy, managed freelancers and facilitated production for hospital publications. Managed and implemented communications for medical, patient and employee audiences. Created editorial strategy, managed freelancers and facilitated production for hospital publications.