Michele D. Santiago, MS

Work History

Work History
May 2011 - Present

Director of Marketing

Society for Marketing Professional Services (SMPS)

Build awareness of the critical role of professional services marketing in the design and building industry. Promote the Society's value, benefits, and features to members to increase engagement, generate revenue, and boost retention. Market the Society and its programs, products, and services to potential customers to increase membership and non-dues revenue. Responsible for all marketing activities related to membership, certification, education, publications, recognition programs, Career Center, and SMPS Foundation: Set marketing strategy, develop marketing plans, and oversee the creation of collateral and implementation of tactics. Manage department staff, outside vendors, and business partners to ensure compelling messages and materials are delivered on target, on time, and on budget. Offer guidance and support on communications, marketing, and planning, to the CEO, Board of Directors, chapter leaders, committee volunteers, and staff. Build and maintain relationships with the media to increase the Society's visibility in the industry. Accomplishments:

  • Leading the project implementation of a dynamic salary and benchmarking survey for the profession
  • Increased followers, likes, and social media interaction with our members and prospective members using Facebook, Twitter, LinkedIn, Pinterest, and YouTube
  • Overseeing a multifaceted membership marketing campaign to target new sectors of the construction market for membership
  • Served as a member of the project team that successfully migrated SMPS's online community, MySMPS, to a new platform; wrote the users' guide for members; and created marketing and communications campaigns to engage members with the new system
  • Led an in-house team in the implementation of a new CRM system and Web site for the organization, from needs assessment, to design, to build-out, and completion
  • Served as liaison for the Society's Technology Committee where we produced a tech tools guide for chapters, an annual technology survey, and research into tools to make members jobs easier
  • Co-managed the Marketing Communications Awards Program, which attracted 210 entries in 2014— an increase of 10% over entries received in the last 5 years
  • Serve as staff publisher of the Society's weekly e-newsletter, SMPS Connections
Mar 2000 - Feb 2008

Senior Marketing Specialist, Director of Marketing & Community Relations

Civista Health Inc.

Directed all of the marketing communication activities of the health system including campaigns, collateral materials, website, and more. Wrote press releases to promote the organization. Served as the health system's legislative liaison to the Maryland Hospital Association. Managed the work of contract writers, graphic designers, and agency in the preparation of marketing materials. Managed image campaigns for the hospital, women's health center, emergency department, and women's services. Analyzed and presented market share data on a regular basis. Prepared and presented marketing/communications plans to health system staff. Worked with consumer survey vendor to measure and enhance the community's perception of the organization. Represented the organization at community-related events, meetings, committees, and etc. Served as the hospital spokesperson with the media.

Accomplishments:

  • Planned, organized and directed the organization's marketing and community relations policies, strategies, and initiatives;
  • Created and executed the celebration of Healthcare Careers Awareness Month as part of Partnerships for a Healthier Charles County;
  • Planned and organized successful events such as screenings, hospital tours, exhibits, legislative meetings, grand openings, open houses and community seminars/events;
  • Assisted the organization in applying for and receiving the bond to pay for Civista's $80M renovation;
  • Selected appropriate marketing venues to promote the various service lines and worked with department managers to implement strategies;
  • Produced consistent, high quality marketing materials to positively represent the organization;
  • Built relationships with physicians as the organization's physician liaison and recruiter.
  • Served as the liaison between the health system and physicians to advocate for and strengthen communications/relationships; and
  • Led and developed a forward-thinking and cohesive marketing team.
Jan 1998 - Mar 2000

Physician Services Specialist

Civista Health Inc.

Built relationships with physicians as the organization’s physician liaison and recruiter. Served as the liaison between the health system and physicians to advocate for and strengthen communications/relationships. 

Jul 1994 - Jul 1998

Health Information Specialist

Civista Health Inc.
  • Oversaw the physician referral line and trained others on the system;
  • Fielded calls from community members for assistance locating a physician and signing up for classes;
  • Promoted the hospital at a variety of events from health fairs to career days to community meetings;
  • Planned special events including out in the community and for hospital staff.

Education

Education

Skills

Skills

Social Media

Relationship Building

Project Management

Marketing Plan Creation and Implementation

Strategy