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Executive Summary

Tech-savvy, marketing and communications professional with 20+ years of experience leading award-winning marketing, web and interactive technology programs, managing client services 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

April 2016Present

SVP, Marketing & Operations


Responsible for the overarching function and daily business operations of the digital agency.  Provides direct oversight for Account Services, Project Management, Marketing and Content Management teams. Partners 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.


Founder & CEO


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. 


Vice President, Healthcare/Executive Digital Strategist


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. 

Associate Vice President, Marketing & Ebusiness


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 14-member multidisciplinary team consisting of marketing managers, ebusiness strategists, technical analysts and a CRM marketing call center team.

Director of Ebusiness


(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 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 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.

Senior Project Manager - Interactive Communications


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.

Director of Methodology, Sr. Project Manager


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.

National Director of Marketing & Communications


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.

Director of Marketing & Interactive Services


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.



M.S. in Communications (Advertising Emphasis)

University of Tennessee, College of Communications

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



Centre College

Major: English  Minor: Studio Art

Publications & Articles

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

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

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

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

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

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

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

Ask the Expert
Healthcare Leaders Media

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

Ask the Expert
Healthcare Leaders Media

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

Book: “Drivers of Consumer Choice,” featured
The Advisory Board

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

SEM Strategies for Healthcare
Author, Maureen Larkin
Healthcare Leaders Media

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

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

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

Communicating with Patients Online About Safety Initiatives
Healthcare Marketing Report

Web Site Effectiveness and Usability
The Advisory Board publications

eHealth Strategic Plans
The Advisory Board publications

Web Site Staffing at Large Healthcare Systems
The Advisory Board publications

Building an eBusiness Team from Scratch
eHealthcare Strategy & Trends

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)

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

Speaking Engagements

Mirror, Mirror on the Wall: Social Media's Influence on Teen Self-Esteem
Young Women LEAD Conference - SOAR
October 15  & 18

Co-Presenter/Speaker with Paul Griffiths
Multi-Channel Digital Engagement Will Transform Health Plans – Why You Need to Prepare Now!
ACAP Webinar
July 21

Co-Presenter with John Bidwell
Beyond Vision: Baystate’s Digital Strategy Means Business
NESHSCo Conference
May 20-22



Marketing in a Down Economy: Techniques for Integrating Online Marketing into Your Channels Without Breaking Your Budget
HEN Health Enterprise Network - Louisville Leadership Meeting
Louisville, KY May 12

Guest Lecturer
The Role of Digital in Today’s Marketing Mix
Spaulding University
Louisville, KY March 1


Gamification in Healthcare: Wanna Play?
16th Annual Healthcare Internet Conference
Las Vegas, NV November 12

New Media in Healthcare: Best Practice Examples
University of Louisville, Senior Seminar Lecture
Louisville, KY April 11

Digital Leadership: What Every Agency Needs to Know
Leadership Louisville
Louisville, KY June 19

An Introduction to Pinterest for Business
Creative Alliance Webinar
Louisville, KY October 10

Using Social Media for Business
Annual FranNet Association of Franchisees
Atlanta, GA February 7

Speaker/Teaching Series
Digital 101 for Agencies
Creative Alliance
March 21-24

Getting Her Attention: Online and Offline Marketing Strategies That Work
IHMPRS Fall Conference
Muncie, IN October 20

Panel Member
Social Media: Tips on Connecting in the Virtual World from the Pros
Leadership Louisville Conference
Louisville, KY October 13

Guest Lecturer
Digital Marketing Now
University of Louisville, Senior Seminar
Louisville, KY July 14

Proven Strategies to Market Women’s Services
HealthLeaders Media – Marketing
Webinar, January 31

Social Media: The Evolving Patient/Physician Connection (with Stephanie Cannon)
The Physician Strategies Summit, Driving Performance and Value
Scottsdale, AZ March 1, 2011

Social Media: The Evolving Patient/Physician Connection (with Stephanie Cannon)
Fifteenth National Forum on Customer Based Marketing Strategies
Atlanta, GA April 14-16

Marketing Accountability – Speakers David Marlowe and Donna Teach
Healthcare Forum Webinar
February 25

Breaking Internal Barriers to Social Media
Geonetric Webinar (GeoLabs)
October 19

Make Social Media Work for Your Hospital: Engage without a Major Investment
Indiana Hospitals’ Association Conference
French Lick, IN   October 15

Speaker/Conference Chair
Using New Media to Bridge the Generation Gap
Healthcare New Media Marketing Conference
Phoenix, AZ June 15

Guest Lecturer
The Marketing Power of a Digital Portfolio: New Media’s Role in Traditional Marketing & Advertising
Spaulding University
Louisville, KY April 16

Conference Co-Chair/Speaker
The New Marketing Hybrid
Q1 Productions: 1st Healthcare New Media Conference
Phoenix, AZ April 14

Strategic Web Health Content to Drive Revenue
National Webinar – ADAM, Inc.
March 26

Doing More with Less: Integrating Traditional and New Media
National Webinar – Health Strategy Institute
February 26

Co-Chair/ Speaker/Roundtable Leader
The New Marketing Hybrid: Integrating Traditional Skills with Social Media Savvy
Fourteenth National Forum on Customer Based Marketing Strategies
Las Vegas, NV February 12

New Media’s Role in Your Marketing and Communications Plan
National Webinar: The Strategy Group, Innovator’s Studio for Chief Marketing Officers
December 11

New Media:  Communication that Connects Patients, Physicians and the Public
Healthcare Strategy Institute: The Marketing Edge Conference
Orlando, FL   November 12

Healthcare and New Media
Webinar: The Healthcare Roundtable for Strategic Planning & Marketing Executives
October 23

New Media and Marketing Opportunities
Louisville Advertising Federation, Louisville, KY
June 13

New Media: Communication That Connects Patients, Physicians and the Public
Kentucky Hospital Association Meeting, KSHPRM Louisville, KY 
May 13

New Media: Communication that Connects Patients, Physicians and the Public
World Congress Leadership Summit, Boston, MA 
May 6

Integrating A.D.A.M. Products: Utilizing Health Information to Reach System Goals
A.D.A.M., Inc. User Group Meeting, Delray, FL 
April 23

Five Easy-to-Use New Media Options for Healthcare Marketers
National Webinar – Health Leaders Media
April 4

From Interruption to Interaction: Using New Media and Your Web Site to Win and Win Over Patients
SHSMD Conference, Las Vegas, NV 
October 10

Roundtable Leader
Building Hybrid Marketing and Communications Teams
SHSMD Conference, Las Vegas, NV 
October 10


Kentucky’s First eHealth Summit: Gold Sponsor Presenter (eBusiness Team)


Online Quality Reporting as a Marketing Strategy
Healthcare Internet Conference, Phoenix, AZ  
November 17

From Planning to Pilot – The Creation of a Heart Patient Portal
Geonetric eHealth Symposium, Cedar Rapids, IA
October 12

Selecting the Best Vendor Partnership for Your Web Initiatives
SHSMD Conference, Las Vegas, NV   
September 15

Roundtable Leader
Web Team Staffing Models
SHSMD Conference, Las Vegas, NV   
September 15

Creating an Executable Web Strategy
Health Leaders Media National Webinar
March 2