Director, Media Insights & Operations, HCA Healthcare, Corporate Office, March 2025 – Current

• Direct enterprise transformation of marketing operations, aligning cross-functional teams to deliver data-driven innovation and operational excellence for ~$75M annual paid media budget
• Champion automation of ad trafficking processes, significantly reducing manual labor and accelerating speed-to-market for creative campaigns
• Build and lead Center of Excellence for creative insights, driving measurable improvements in ROAS, ROCI, media efficiency and campaign effectiveness
• Streamline paid media strategy and planning across divisions, removing bottlenecks and improving resource allocation and execution timelines
• Leveraged 1P (first party) and 3P (third party) data to develop advanced persona frameworks and journey maps, improving targeting precision and reducing media waste
• Partner with senior stakeholders and external agencies to establish standardized reporting and performance measurement frameworks across the enterprise
• Deliver strategic insights that shape creative development, brand marketing, and media investment decisions at both enterprise and divisional levels
• Act as a trusted executive advisor, influencing marketing strategy, organizational change and performance culture through thought leadership and cross-functional collaboration

Director, Creative Portfolio Strategy, HCA Healthcare, Corporate, September 2022 – March 2025

• Led a dynamic team of Creative Regional Directors overseeing service line campaigns with a paid media budget of ~$50M annually for 186 hospitals, 2,400+ sites of care and ~$65B in revenue
• Integrated closely in a large, complex, matrix reporting environment with functional design teams (design, video, events, content, copywriting, digital), agencies/vendors, market and enterprise level leadership, and corporate brand and communications teams
• Set direction for programmatic application of scalable enterprise service line campaign creative, tactics and creative analysis, incorporating learnings, operational/process feedback and collaborating with field teams to evolve appropriately enabling efficiency, ensuring deadline, budgets and goals are met
• Utilized vendor and internal partnerships to analyze operational, marketing and creative data, identifying customer needs and defining target demographics
• Developed strategies to position HCA Healthcare’s brand effectively, ensuring alignment with consumer expectations and cultural trends
• Drove impactful storytelling through compelling visuals, audio and other art forms to enhance campaign effectiveness
• Fostered cross-functional collaboration, open communication, and perpetual curiosity to optimize campaign strategies and maintain market leadership
• Employed servant-oriented leadership to balance short-term objectives with long-term success for HCA Healthcare’s brand integrity

Creative Regional Director, TriStar and Continental Divisions, HCA Healthcare, September 2022 – March 2025

• Strategic partner within the creative services team connecting various aspects of the organization to develop and implement integrated marketing solutions while aligning with strategic objectives, building authentic relationships and enhancing team cohesion
• Drive creative problem-solving; point person for marketing campaigns successfully facilitating communication between creative services, portfolio teams, and project stakeholders, ensuring project clarity and alignment, driving customer-centric initiatives and fostering open communication across all levels of the team delivering exceptional outcomes
• Creative strategy development, project management, and stakeholder relationship building
• Synthesize direction, marketing strategy, and consumer insights leading to the creation of compelling creative campaigns that inspire innovative solutions
• Collaboration with executive leadership meanwhile balancing working independently on strategic objectives and advocating for the impact of creative solutions

Division Director, Creative Services, HCA Healthcare, South Atlantic Division, August 2016 – February 2024

• 2023 Gold Telly Award Winner, General – Local TV, 2022 Silver Telly Award Winner, General – Local TV, $250k average YOY savings through creative service development and optimization processes
• Optimization/adoption of latest creative technology and techniques decreased project turnaround time from project request to initial proof by 75%, trained design staff to reduce design time by 85%, reduced division creative request administration hours by 255+ hours monthly with development and implementation of workflow optimization tools and techniques
• Brand development and champion for all campaigns, direct mail, email marketing, print-on-demand, digital display, social media, website design, advertising, CRM, video including social media and television commercials, marketing collateral, radio ads and experiential artwork including signage, events, interior design, wayfinding and exterior branding opportunities
• Creative lead for special projects including expansions, new service line implementation and rebrands, process improvement lead for print center operations, implementation and program lead for SalesForce email marketing tool
• Mentor, develop and train internal graphic designer, contract designer, external freelancers, agency partners, print and other creative vendors
• Leverage on-site content development through mentorship and development of creative competencies within hospital staff members
• Creative project management lead including all intake and assignment of creative project workload, enforcing brand-compliance through detailed workflows and design systems
• Concept, design and implementation lead of creative strategies to promote product lines, facilities and physicians across various media platforms

Graphic Designer, Pontoon Solutions, November 2014 – August 2016

• 2015 Global Excellence Values Award winner (“Employee of the Year” awarded out of 2000+ employees)
• Clients/pitches: Uber, Jaguar Land Rover, Cisco, Verizon, Capital One, Bank of America, Volvo, Barclays, Marsh and McClennan, Fujifilm, the Hartford, Ericsson and Arrow Electronics
• President of Culture Council, internal committee of 30+ staff members aimed at cultivating synergy, liaising feedback, administering internal events, nurturing loyalty to the company and implementing and administering recognition programs

Owner, Black Swan Creative, November 2014 – August 2016

• Full service creative and advertising agency specializing in healthcare and real estate

Exec. Marketing Admin./Graphic Designer, HCA Florida Memorial Hospital, August 2010 – November 2014

• Reduced advertising agency expenses by an average of $70,000 per year
• Top 3 in SHSMD 2013 healthcare human resources creative competition
• Top 5 and honorable mention for internal Ejection Fraction campaign competition

Executive Administrator, Robert Half International, July 2008 – August 2010

• Star Search Winner July 2009 (Regional Award for Excellence in Administration)
• Honorable mention from District Director in April 2009
• Honorable mention from Zone President in May 2009