Director of Marketing and Communications

• Jul 2022 - Present

Director of Marketing

• Oct 2016 - Jul 2022

Responsible for University marketing, branding, communications, social media, community engagement, and brand licensing. Develop and implement strategic marketing plans for Undergraduate Admissions, Graduate Admissions, Institutional Advancement, and the Alumni Office to meet business objectives for student recruitment, and fundraising. Adjunct School of Business faculty, certified to teach online undergraduate courses. Key Achievements • Led multi-media lead generation campaigns for prospective students including display outreach/Google PPC ads, display retargeting, geofencing, geotargeting, social media behavioral targeting, Instagram and SnapChat story ads, IP Targeting, LinkedIn, and SEO • Transfer campaign resulted in 300% increase in visits to Transfer web page; Undergraduate ad campaign resulted in 29% increase in RFI submissions from Facebook; 33% increase in submissions from Instagram story ads; IP Targeting drove 12% increase in impression volume and a CTR of 0.12% meeting benchmark; Display retargeting drove 0.11% CTR surpassing 0.10% benchmark; Graduate LinkedIn campaigns resulted in 58.54% increase month over month in comments, follows, likes, shares. • Effective communicator and analytical figure chosen for Covid-19 Emergency Response Team Show less

Marketing Consultant and Business Development Strategist

• Jun 2016 - Dec 2019

Develop business-to-business and business-to-consumer strategies and marketing collateral for small businesses, providing brand visibility and business development in target markets. Key Achievements • Wrote marketing plans and content for marketing materials, web, and social media. • Consultations on how to maximize and package brand to build equity and secure business partnerships resulting in increased clientele, revenue. Develop business-to-business and business-to-consumer strategies and marketing collateral for small businesses, providing brand visibility and business development in target markets. Key Achievements • Wrote marketing plans and content for marketing materials, web, and social media. • Consultations on how to maximize and package brand to build equity and secure business partnerships resulting in increased clientele, revenue.

Director, Marketing and Public Relations, St. Mary Mercy Hospital Livonia

• 2008 - 2016

Responsible for all Marketing, public relations, and communications. Led the development and execution of innovative marketing strategies in coordination with strategic, financial, and master facility goals to drive revenue for the third largest hospital in Saint Joseph Mercy Health System, a member of Trinity Health (national). Identified and led brand marketing opportunities for all strategic services and led teams and agencies through campaigns from discovery to implementation to measurement within a $2M budget. Managed staff of internal and external writers, photographers, videographers, web designers, freelancers, agencies, and other vendors. Key Achievements• Directed and implemented organization’s strategic marketing plan for all targeted services, driving patient volumes and profitability through multi-media campaigns meeting budgets and deadlines in a fast-paced environment.• Spearheaded marketing campaign for startup of physician network initiative, focusing on primary care which contributed to 35% increase in patient volume in one year for the practice. • Directed launch of high-visibility, innovative bariatric services campaign with staff and agency teams that included social media, traditional and digital advertising, TV commercials, patient video diaries and a 30-minute TV show, resulting in a 29% increase in patient visits to the practice.• Maintained leadership responsibility for organization’s $100K sponsorship budget, executing creative strategies to leverage brand equity and visibility in the market.• Event planning and fundraising event responsibility, directing multiple committees simultaneously to host public events for grand opening of hospital’s major building addition with advanced services, targeting VIP audiences. Multiple events attended 200 to 2,500 people. Show less

Manager, Marketing and Public Relations, St. Mary Mercy Hospital Livonia

• 2006 - 2008

Responsible for management of service line marketing and media/communications plans, initiatives and tactics. Supervised teams and managed production of communications, media relations, promotional events and advertising support to drive volume and profits for respective services.Key Achievements• Managed copywriting, creative, database and production of Customer Relationship Management (CRM) campaigns annually, resulting in a positive return on investment and downstream revenue.• Maintained editorial responsibility for monthly internal/external magazines, producing publications on time and within budget for circulation up to 70,000.• Cross-functional lead for roll-out of electronic medical record communications initiatives, persuading staff to support and embrace change. • Project responsibility for content and creative collateral for all strategic communications initiatives, including remarks, scripts and talking points for CEO and executive leaders’ presentations, radio, TV and media interviews, and educational and promotional videos. Show less

Marketing and Media Specialist, Marketing and Public Relations, St. Mary Mercy Hospital Livonia

• 2004 - 2006

Responsible for all marketing and media initiatives including strategic development of unified internal and external messages to improve brand image, equity in the market and drive business. Led media relations strategies in coordination with marketing campaigns leveraging unified messages. Team lead for representation at promotional events and collaborative business groups to build relationships and brand awareness in the market.

Media Coordinator, Marketing and Public Relations, St. Mary Mercy Hospital Livonia

• 2002 - 2004

Built rapport and maintained relationships with TV, radio and print media representatives, pitching newsworthy stories to secure local coverage valued at $75K in print advertising annually. Managed proactive and reactive media relations, crisis management support and reputation management.

Director, Marketing and Membership

• 2001 - 2002

Marketing Specialist

• 2000 - 2001