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Executive Summary

Tech-savvy, marketing and communications professional with 20+ years of experience leading award-winning account, marketing, web and interactive technology programs, managing client service groups and multi-million dollar project engagements for diverse national companies and industries. Demonstrated ability to build strategy and leadership programs with measurable results, delivering complex initiatives and developing multidisciplinary teams.

Work History

2009Present

Founder & CEO

RAVEN NEW MEDIA & MARKETING, LLC

Founder of Raven New Media and Marketing,  a consulting and delivery company dedicated to assisting organizations with interactive marketing and ebusiness strategy. Services include:

  • Marketing and digital program development
  • B-to-B and B-to-C marketing strategy
  • Social media strategy, execution and measurement for business
  • Web site audits (Internet, Intranet or Extranet)
  • Ebusiness and marketing plan review or development
  • Internal process or team analysis
  • Web, mobile and social technology reviews
  • Technology integration for marketing and communication programs
  • Ebusiness project management and process development
  • Content management system analysis
  • Web content and marketing communications writing services
  • Reporting and ROI setup
  • Dark site planning and online crisis communication planning
  • Ebusiness and multidisciplinary team training
  • Executive workshops
  • Marketing and digital team recruitment planning

Selected Contributions:

  • Second year selected as one of 5 national marketing campaign judges-Health Leaders Media Awards-Categories: Marketing, Advertising and Interactive Campaigns for Healthcare Systems Nationwide
  • Selected as a national advisory board member for Health Leaders Media publications. Bi-monthly contributor to the Ask the Advisor column for web, new media and marketing as well as occasional contributor of articles on digital topics.

Clients include: Creative Alliance, Kentucky Shakespeare, Bluewater Consulting, Nationwide Children's Hospital, Get Smart Benefits, Style Icon, Fanatics, Menu4U, Franklin Swanston Advertising Agency, Ohio Health, SBC Advertising, Creative Alliance-Long John Silver's, Community Healthcare Systems, Hancock Fabrics, Longhorn Steakhouse, LG&E, Geonetric, MedTouch and A. D.A. M., Inc. 

April 2016April 2017

SVP, Marketing & Operations

DBS INTERACTIVE

Responsible for the overarching function and daily business operations of the digital agency.  Provide direct management for Account Services, Project Management, Digital Marketing and Content Management teams. Partner with the CEO on long and short term strategic, financial and personnel planning for the agency.  Senior business strategist for the agency and serves as strategic adviser to all client accounts.

20132016

Vice President, Healthcare/Executive Digital Strategist

MEDTOUCH, LLC

Led MedTouch in building world-class digital and marketing integration strategies and programs for hospitals and health plans. Served as the lead for health plans and as an executive business strategist and adviser to top healthcare executives. Coached MedTouch and client teams on account engagements and digital change management. 

Brought to the company by the CEO to lead the new Health Plan business division and build a new Louisville regional office for the company. Executive manager of the MedTouch Creative Services division (Design, UX, Information Architecture, Content Development and Content Migration Services) for MedTouch.

Member of the MedTouch Leadership team-collectively responsible for the strategic guidance of growing company revenue from 5 to 17 million in three years and growing staff by more than 300% in three years.

Selected Contributions:

  • In year one:
    • Increased the revenue for the health plan portfolio by 36%(18% higher than the goal for the year).
    • Created a national health plan strategy and created subject knowledge expertise hub for MedTouch.
    • Started and managed the digital business strategy team at MedTouch.
  • In year two:
    • Built a new office with a new division of employees in Louisville, KY.
    • Brought strategic change management consulting, hospital digital team strategy and development, strategic road maps, C-suite digital planning, intranet qualitative research and social media program development, digital offline and online program integration hospital and health plan clients.
    • Converted internal training events to a strategic client and internal training program with profitable and valuable client training services for non-technical administrators.
    • Built one of the first California health plan retail sites designed for health exchange integration.
  • In year three:
    • Given the added responsibility of managing and providing strategic executive advisement to the MedTouch creative team and grew creative services by 65% in one year.
    • Built the content services business plan and a full content strategy, content development and content migration team for MedTouch.
    • Doubled content services portfolio in one year.
    • Created a MedTouch leadership program for middle management designed to find, coach and develop potential executive leaders in all disciplines. 
20072008

Associate Vice President, Marketing & Ebusiness

NORTON HEALTHCARE 

Executed and managed the comprehensive marketing, ebusiness and call center programs Norton Healthcare. Developed campaigns designed to penetrate and grow targeted markets for service lines, facilities, and physicians. Developed, implemented and evaluated all Internet, new media and interactive services for health care consumers. Led revenue-generating call center program for the health care system. Managed agency and vendor relationships. Managed a budget of 9+ million.

Selected Contributions

  • Due to success with execution of integrated marketing programs at Norton, selected as one of five national judges for a leading awards organization, Health Leaders Media. Judged health care advertising, web, new media, internal communications and marketing campaigns.
  • Created the hybrid marketing program and email and database marketing program for Norton Healthcare – combining Marketing, eBusiness and Call Center shared services.
  • Led the internal and external brand program for Norton Healthcare as well as all executions of the program – brand guide, voice, print, marks and program tags, event management, sponsorships, outdoor, T.V., and interactive. Responsible for consolidating brand equity across the physician and immediate care center programs.
  • Brought the first health care system online bill pay, appointment requests and preregistration to the Kentuckiana market. Led teams to create new applications designed to increase ROI and patient satisfaction. Financial transactions on the site increased from $10,900 in 2004 to $1,800,000 in year one.
  • Created the first marketing program for internal pharmacy recruitment.  Included event planning, marketing materials, scripting, communications and web presence.
  • Saved the department in excess of $334,000 through cost reductions and role efficiencies in 2007.
  • Maintained a very high client satisfaction rating of 4.77 on a 5-point scale. Highest client satisfaction in 4 years.
  • Managed a 22-member multidisciplinary team consisting of marketing managers, ebusiness strategists, technical analysts and a CRM marketing call center team.
20032008

Director of Ebusiness

NORTON HEALTHCARE

(Position was not replaced. Managed these responsibilities as well as AVP position above)

Defined, developed, executed, and managed the comprehensive web strategy and web marketing program Norton Healthcare. Developed the Internet marketing and communication strategy, to advance organizational business goals. Evaluated technological solutions as required or enhanced by corporate strategic marketing and communication goals. Directed forward-thinking strategy Norton's web-based programs.

Selected Contributions:

  • Redesigned and launched a new national award-winning NortonHealthcare.com-a 20,000+ page site designed for consumer and patient interaction. Surpassed features and functionality of all competitors in the Louisville area health care/hospital market.
  • Since the launch in 2005, more than 42 awards have been given for the site. Since the creation of the program, average daily visits to Nortonhealthcare.com have increased by 94.5% .(Additional statistics available).
  • Created Norton Healthcare's first Internet strategy plan and web strategy program now featured as a model for health care systems building new ebusiness programs.
  • Led teams to create online bill pay, online appointment requests, online preregistration,“ Find a Doctor” application, online donations, ecommerce-driven community calendar, cheer cards, concierge services and Google way-finding.
  • Created one of the first health care system quality report sites in the U.S. designed to address internal and external accountability to more than 200 industry indicators.
  • Created a successful SEO and SEM actionable strategy designed to target and draw traffic into selected areas of the site.
  • Created and designed Norton Healthcare's award-winning interactive DVD, The Norton Story, designed for use by executive management, for community positioning, recruitment, consumer awareness.
  • Implemented Norton's first content management system.
20012003

Senior Project Manager - Interactive Communications

HEWITT ASSOCIATES (NOW EON)

Responsible for strategy and project management for clients' communication programs. Created web sites, portals and online open enrollment materials for clients. Created a new business development program for the Atlanta communication practice. The program stimulated new business support activities that included a repository for the best communication business proposals and the most valuable research activities to support Hewitt offerings.

Selected Contribution:

  • Developed an interactive CD-Rom explaining the changes in health care offerings for Fortune 500 companies. The program emphasized the change management communication issues that accompany corporate health care insurance changes. The CD-Rom was used as a prominent new business development tool.
19982001

Director of Methodology, Sr. Project Manager

SAPIENT CORPORATION/SAPIENT NITRO

Directed .5 - 5 million dollar projects for Fortune 1000 clients. Responsible for building and maintaining scope, estimations, issues, reviews, risk, information architecture, tracking and team management. Team size: 5-23. PMI-based project leadership. Clients included: Sunglass Hut, Janus, UPS, Sallie Mae, Caterpillar, Portfolio Center, and Vertical One. Responsible for client account management, third-party vendors and executive-level client relationships.  

Selected Contributions:

  • Selected by executive management to lead Sapient's project delivery methodology and new business offerings program. Responsibilities included instructional design, strategy, training, primary and secondary research, program management, team building, knowledge management tools, rollout and measurement.
  • Served as an advisor for projects in S., London, Milan and Tokyo offices. Additional courses taught include: project management training, scope management training, and executive workshop training.
  • Led multi-disciplinary teams (technology, creative/design, content, business strategy, information architecture and user-centered research).
  • Led the development of the Content Strategy practice in the Atlanta. Built interactive content programs for large corporate sites that included content development, editorial calendars, page-level content organization, style guides and content matrices.
  • Developed project management tools-team morale measurement and executive workshop development.
19961998

National Director of Marketing & Communications

AMERICA OUTDOORS ASSOCIATION

Directed and executed all aspects of marketing and communications for the association, including primary and secondary research, marketing strategy, media planning and scheduling, creative implementation, budgeting, proposals, and national sponsorship recruitment. Directed all marketing and communication efforts for the largest international conference and trade show for outfitters and guides (1000+ attendees).

Selected Contributions:

  • Created the largest searchable database of outfitters on the web.
  • Increased membership in the association by 23% and the prospective membership database by 34% in one year through web site redevelopment and an interactive marketing campaign.
19941996

Director of Marketing & Interactive Services

THE TOMBRAS GROUP

Directed all aspects of the new business program resulting in 11 new clients (a 37% increase in new business), the creation of Tombras Interactive Services division, and 15% higher agency revenue.

Selected Contributions:

  • Developed the first ad agency web site in Tennessee. The site yielded seven new clients in two months.
  • Created an interactive division for the company.
  • Founding member of Worldwide Partners' HelpNet-an international group of advertising professionals dedicated to assisting agencies with the creation of interactive departments.
  • Created and managed a database program with over 1000 clients, prospects and media professionals resulting in a 32% increase in agency telecommunications response.

Education

19931994

M.S. in Communications (Advertising Emphasis)

University of Tennessee, College of Communications

University of Tennessee, College of Communications’ Outstanding Master's Student  

19871991

B.A. 

Centre College

Major: English  Minor: Studio Art

Publications & Articles

2015
Ebook Contributor
EBook: 13 Imperatives for Hospital Marketers from 13 Top Experts:
Location Marketing: Being at the Right Place and the Right Time Matters More Than Ever
Wainscot Media Publishing, August

Author
Article: Key Imperatives for Hospital Marketers in the Next 12 Months
eHealthcare Strategy & Trends, Sept

2014
Author
Article: Why is SEO Important for Hospitals?
Business Leaders Media, Sept

2013
Author
Article Part I: Searching for Healthcare: What Hospitals Need to Know About SEO
InFocus Strategy,April

Author
Article Part II: Searching for Healthcare: The Symbiotic Relationship of SEM and SEO
InFocus Strategy, May

2010
Author
Social Bookmarking: The Marketers’ Best Secret
eHealthcare Strategy & Trends, October

Author
Putting the ‘E’ in Ebusiness
Healthcare Leaders Media publications’ Healthcare Marketing Magazine, February

Columnist
Ask the Expert
Healthcare Leaders Media

2009
Co-Author with Ben Dillon
Integrating Old and New Media
Healthcare Leaders Media publications’ eHealthcare Strategy & Trends, September

Columnist
Ask the Expert
Healthcare Leaders Media

2008
Author
NortonHealthcare.com Quality Report Summary
Marketing & Planning Leadership Council (MPLC) National Mtg 
The Advisory Board

Interviewed
Book: “Drivers of Consumer Choice,” NortonHealthcare.com featured
The Advisory Board

 Interviewed
The Future of Hospital Branding
Author, Marianne Aiello
Healthcare Leaders Media

Interviewed
SEM Strategies for Healthcare
Author, Maureen Larkin
Healthcare Leaders Media

Interviewed
Book: Case Studies in Transparency: Real world ways marketers educate consumers
Author, Maureen Larkin
Healthcare Leaders Media

Interviewed
Web Analytics: The Revolution of Today’s Internet Rock Star
Author, Marvin Pyles
KeyAnalysis.com

2007
Co-Author
Creating an Executable Web Strategy
Authors, Elizabeth Scott, Ben Dillon and Andrea Olsen
The Spectrum (Society for Healthcare Strategy & Market Development) SHSMD

Interviewed
Communicating with Patients Online About Safety Initiatives
Healthcare Marketing Report

2006
Contributor
Web Site Effectiveness and Usability
The Advisory Board publications

Contributor
eHealth Strategic Plans
The Advisory Board publications

Contributor
Web Site Staffing at Large Healthcare Systems
The Advisory Board publications

Author
Building an eBusiness Team from Scratch
eHealthcare Strategy & Trends

Co-Author
Moving to Advance Quality Initiatives: Communicating the Value Inside and Out
Authors, Elizabeth Scott and Andrea Olsen
Spectrum (Society for Healthcare Strategy & Market Development SHSMD)

1994
Contributor
Book: Exploring Netscape 4.0 – “The Tombras Group” web site featured as a “best practice 
QUE Publications