STRATEGIC HEALTHCARE MARKETING LEADER WITH A VISION FOR TRANSFORMATION
PROFESSIONAL SUMMARY
As a seasoned healthcare marketing executive, I've cultivated a distinguished career driving transformative growth and innovation with Los Angeles County Health Services, Mattel, Warner Bros, and Nestle to name a few.
Strategic Vision & Leadership: Excel in developing visions aligned with goals, fostering a culture of innovation. Patient-Centric Focus: Specialize in creating initiatives prioritizing patient satisfaction, enhancing care quality through change. Integrated Marketing Expert: Bring a unique blend of creativity and strategy in developing comprehensive campaigns. Innovative Problem-Solving: Showcase a forward-thinking mindset through successful turnarounds in healthcare and CPG. Data-Driven Decision Making: Proven proficiency in leveraging data analytics for informed strategies and improved ROI. Leadership & Collaboration: Demonstrate the ability to lead high-performing teams, fostering innovation across health system.
CORE COMPETENCIES THAT ENABLE GROWTH
*Branding and Positioning
*Community Engagement
*Budget Management
*Academic Partnership & Collaboration § Leadership & Team Management
*Data Analytics & ROI
*Digital Marketing Excellence § Physician Relations
*Brand Management
*Patient-Centric Approach
*Strategic Planning
*Multichannel Marketing
PROFESSIONAL EXPERIENCE
Luminosity Consulting, Los Angeles, CA
Vice President of Marketing, Owner
January 2016-Present
Develop and execute marketing strategies and communications for a variety of accounts including the United Association of Physicians and Dentists, a group medical practice, a green energy company, and a home architectural products company.
Los Angeles County Department of Health Services, Los Angeles, CA April 2019-August 2022 2nd Largest Municipal Academic Health System in the Country, $6.5B budget and 32K employees, Harbor UCLA Medical Center, LA General Medical Center, Rancho Los Amigos Hospital, Olive View UCLA Medical Center, 30+ Ambulatory Health Centers, with affiliations with USC, UCLA, and Charles Drew Schools of Medicine
Executive Advisor, Strategic Marketing
Advised executive leadership and reported to DHS COO/Chief Medical Officer/Chief Deputy Director
• Achieved a 40% improvement in satisfaction scores for Diversity, Inclusion, and Health Equity amongst physicians, after leading
the Health Equity Council for 18 months which focused on making DIHE improvements across the enterprise for physicians. This
workgroup consisted of executive leadership, physicians, and physician labor management.
• Achieved a 56% improvement in physician recruitment and retention by implementing groundbreaking strategies and creative
marketing programs.
• Generated a 20% conversion rate by executing a strategic acquisition plan for recruiting residents and fellows into 60 physician
roles through specialized events and webinars attracting over 300 graduating residents.
• Created over 20 videos such as http://ladhsphysicianjobs.com/wp-content/uploads/2020/11/LADHS-3.mp4, to promote
physician, resident, and fellow recruitment highlighting the esteemed academic research. Campaigns increased social media traffic by over 40% in a 6-month period which was utilized on websites, digital, and social media campaigns, and email campaigns.
• Conceived and launched physician recruitment website, https://ladhsphysicianjobs.com, while managing a marketing program dashboard of cost/metrics to determine the best ROI, regularly measured data analytics making informed adjustments to paid media and SEO; the website has been ranked in 2nd position, on page one of Google.
• Refined the Department of Health Services’ branding for two new DHS website launches including. https://dhs.lacounty.gov and https://ladhsphysicianjobs.com ensuring consistent messaging and visual identity.
• Main liaison and marketing advisor to DHS Chief Medical Officer, Chief People Officer, 4 hospital CEOs, site Chief Medical Officers, faculty from UCLA David Geffen, USC Keck, and Charles Drew Schools of Medicine, business unit leaders, councils, physicians, and departments to achieve marketing objectives.
• Increased positive brand sentiment by 25% and achieved a 95% client satisfaction rating through exceptional communication skills, effective stakeholder engagement, and building strong relationships.
Luminosity Consulting, San Gabriel, CA January 2016-March 2019
Vice President of Marketing, Owner
Conceived, developed, and executed integrated marketing and communications plans to build product life cycle; increased
user acquisition and retention for a variety of accounts including, Wetzel’s Pretzels, Cantera Connection, Rockview Dairy, and other for-profit companies.
• Increased social media engagement by 50% and doubled website traffic through the development of a comprehensive content strategy and execution of a digital marketing campaign based on marketing research.
Hawaiian Host, Inc., Gardena, CA November 2014-December 2015 The leading manufacturer of premium chocolate and macadamia nut snacks, Mauna Loa and Hawaiian Host brands
Vice President of Marketing
• Achieved a 6% increase in a flat growth category for $140M in sales, led a team of 10 overseeing all marketing, product
development, and e-commerce.
• Part of Executive Leadership team, regularly presenting to the Board on key initiatives, performance, and plans.
• Identified $320K e-commerce annual loss; developed and implemented new processes that turned an 11% profit in 6 months.
• Led $80M brand acquisition from Hershey, overseeing aspects of the transfer process and establishing new infrastructure.
• Secured CVS and Walmart new business by strategically leveraging AC Nielsen insights and developing category management
presentadons udlizing market data.
AAA Auto Club | Club Assist, Los Angeles, CA January 2012-November 2014 Largest mobile automotive battery retailer, 380 employees providing service to 61M AAA members, and managed team of 6
Senior Marketing Consultant
• Achieved a 24% increase in profitability to $145M by orchestradng go-to markedng paid digital campaigns, content strategy for
social media and print campaigns, and user experience enhancements that improved efficiency and sales growth.
• Generated a 24% increase in member engagement, a 20% boost in call center productivity, and a 10% rise in media coverage.
Luminosity Consulting, Los Angeles, CA January 2009-December 2011 Vice President of Marketing, Owner
• Increased Live Nation’s concert business by 180% by developing partner promotions and rewards programs with Hilton, Xbox,
KFC, Schick, Citi, and American Express.
• Led a 40% increase in brand awareness through the execution of a large-scale B2C integrated marketing campaign for children’s
product leading to double digit increase in sales.
• Drove 26% growth for an architectural home product company through entry into several new high-profile retailer...
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