Resume
HYNES Intl. – San Diego, CA
July 2021 - Present
Lead Partner
- Work with medical device companies and other brands to identify and reach their target audiences through digital channels, social media and traditional advertising.
- Launched influencer program focusing on existing users speaking with an authentic voice on their experiences with products to drive awareness and adoption in the diabetes community.
- Branded and launched an awareness campaign geared at changing behavior and decreasing concussions in youth playing flag football.
- Developing a strategy and execution plan for a global matchmaker to relaunch existing brand, launch new brand and promote her “celebrity” in the US and UK.
COMPANION MEDICAL – San Diego, CA
2020 – July 2021
Vice President of Marketing
- Responsible for branding, patient awareness, healthcare provider adoption and building a loyal user community.
- Executed ongoing digital and influencer campaigns that have increased sales qualified digital leads by 400%.
- Increased conversion rate of app downloads to shipped devices by 53%.
- Launched influencer program to have existing users speak with an authentic voice on their experiences with InPen to drive awareness and adoption in the diabetes community.
- Strategically aligned with leadership to drive awareness public relations to result in increased brand awareness and positive public perception.
- Leading the marketing and brand integration for US and global InPen product launches as part of the transition team with the Medtronic acquisition.
SENSEONICS - Germantown, MD
2018 - 2019
Director of Global Public Relations and Brand Marketing
- Developed driving marketing strategies, plans and tactics to increase global adoption of the Eversense CGM System in 16 countries, including the US.
- Oversaw and managed the global brand for Senseonics, Eversense and Eversense XL. Responsible for developing and implementing strategic and tactical marketing plans aligned to the global brand strategy for key customers including users (patients), healthcare providers, payers, academic and research institutions and associations.
- Responsible for executing the refreshed Eversense brand in the US and all global markets.
- Partnered with distributors to provide branding, messaging, collateral and sales tools for promoting Eversense and Eversense XL in 16 countries and adding 17 additional countries through 2021.
- Strategically aligned with leadership to drive initiatives and key messages through public relations, crisis management, investor relations and internal communications to result in increased brand awareness and positive public perception.
- Directly responsible for digital brand presence including websites (US and global), social media, digital, lead generation and conversion, SEO/PPC and programmatic advertising to drive and surpass forecasted KPIs.
- Launched a loyalty program to engage and create a community for Eversense users across the globe.
DEXCOM – San Diego, CA
2015 – 2018
Senior Marketing Manager
- Responsible for all strategic marketing, branding, advertising, digital, trade shows and public relations targeting health care professionals, payer and pharmacy audiences.
- Developed all launch materials and field sales training videos for nationwide training meetings for a new product launch.
- Work with leadership to promote clinical initiatives surrounding major study journal publications. Co-manage PR agency relationship regarding embargo pitches, clinical stories and promotion to the clinical, payer and pharmacy audiences.
- Spearheaded and executed full relaunch of professional website for health care providers, pharmacists and payers which resulted in a 246% increase in site traffic.
- Reorganized, updated and streamlined the e-detail tool to integrate into SalesForce/Veeva for the field sales force.
- Initiated corporate communication program, including company newsletter, relaunch of the intranet, live-streaming town halls and executive communications.
- Manage creative services team and provide branding guidance for all collateral, marketing materials trade show presence and digital advertising for provider markets.
- Completed field sales training program to fully understand sales training process.
UC SAN DIEGO HEALTH SYSTEM – San Diego, CA
2010 – 2015
Director of Marketing
- Directly responsible for all marketing, branding and advertising for clinical services within the health system.
- Responsible for strategy, planning and execution of all marketing, advertising and events for the 2016 opening of Jacobs Medical Center.
- Acts as a consultant as part of the UC San Diego Health Sciences International team for the UC San Diego School of Medicine partnership with Perdana University medical school in Malaysia.
- Strategic team leader for Health System branding campaign to re-launch UC San Diego Health as the “One Place” in San Diego for health care. Campaign includes TV, print, radio, online (banner/ SEO/PPC) and outdoor advertising elements (Coaster train and UCSD bus fleet vehicle wraps).
- Negotiated multi-year contract with the San Diego Chargers NFL organization to promote UC San Diego Health. Sponsorship includes exclusive rights to use “Official Health System of the San Diego Chargers” and “Official Sports Medicine Provider of the San Diego Chargers," stadium signage, breast cancer sponsorship game, events and player appearances.
- Directly responsible for the marketing strategy and execution plan to launch the Sulpizio Cardiovascular Center. Managed creation of TV, radio, print and billboard advertising campaign; collateral and direct mail; events and strategic sponsorships; and new website.
- Negotiates strategic partnership agreements with national disease organizations to promote specialty services to a targeted demographic.
- Manage team of marketing managers and event planners.
ANTELOPE VALLEY HOSPITAL – Lancaster, CA
2006 – 2010
Director, Marketing / Public Relations and Physician Recruitment
- Created the first in-house physician recruitment program to attract physicians in numerous specialties, including: neurology, cardiology, otolaryngology, plastic surgery, orthopedics, trauma and pediatrics.
- Directly responsible for developing the annual advertising, marketing and media plans to effectively communicate the strategic direction and capabilities of the hospital — including print advertising, collateral, annual reports, direct mail, hospital magazines, radio, TV, store casts and website. Managed marketing and community relations staff.
- Public Information Officer who managed strategic messaging for the media and community. Worked directly with the CEO and executive staff to provide editorial counsel on interviews, letters, proposals and other communication pieces. Researched, wrote and disseminated news releases, feature stories and story pitches to targeted media. First point of contact for 24-hour, on-call coverage for media relations and crisis management.
- Planned, fundraised and executed the most successful fundraising golf event for the hospital foundation. Successfully increased the net profit of the event by 30% over previous years’ tournament.
- Key member of internal “champions for service” team and instrumental in launching internal campaign focusing on patient experience.
CENTRIC – Valencia, CA
2005 - 2005
Account Manager
Clients: Princess Cruises, Memorex, Albert’s Organics Grateful Harvest, Loose Goose Wine Festival
- Managed weekly email offers targeting members and prospective guests for Princess Cruises.
- Project managed the creation and implementation of a multi-lingual website for Memorex.
- Managed the creation process through USDA approval and production of packaging for organic meats.
- Project managed multiple branding websites for Joico Hair products.
AGUA DULCE VINEYARDS – Agua Dulce, CA
2004 - 2006
Marketing Consultant/Sales Associate
- Developed, scripted, and conducted an ongoing series of wine pairing classes for Club Members yielding a 19% increase in participation and 35% increase in sales.
KEILER & CO. – Farmington, CT
1999 - 2004
Senior Account Manager
Clients: Lockheed Martin (Integrated Systems and Solutions, Electronic Systems, Maritime Systems, Transportation & Security Solutions, Information and Technology Services), Speedline Technologies, Cookson Electronics
- Developed and managed strategic advertising/marketing plans for corporate branding and military programs encompassing 15 separate Lockheed Martin divisions.
- Managed the strategy, concept, and execution of print advertising, collateral, radio, and interactive (website, microsite, and banner) programs.
- Trained and supervised account management team.
- Received the inaugural Lockheed Martin COMET award for communications excellence for the Littoral Combat Ship campaign.
- Managed the Speedline advertising and collateral redesign, US and international, which integrated seven separate companies into one unified corporate brand.
- Achieved an 86% participation rate at an event planned for an industrial client in Chicago which resulted in a 200% ROI.
DECKER, America’s Premier MicroAgency – Glastonbury, CT
1997 - 1999
Account Executive
Clients: CIGNA HealthCare, SNET Wholesale, Yale School of Medicine, The Famous Grouse Scotch
- Increased markets by 50% in a direct mail, collateral, and correspondence campaign for national disease management program.
- Created and executed team-building exercises for several national sales force meetings.
- Achieved 72% trial and recruitment rate per Scotch tasting event at university clubs in NYC.
- Managed account management team.
DENTSU CORPORATION OF AMERICA (DCA) – New York, NY
1996 - 1997
Account Coordinator
Clients: Canon, Butler Toothbrushes
- Researched information for new business pitches and managed a $20 million print/TV media budget.
HILL & KNOWLTON – New York, NY Intern 1996
NEW JERSEY NETS – East Rutherford, NJ Intern 1995
EDUCATION
UNIVERSITY OF CONNECTICUT – Storrs, CT May 1996
Bachelor of Science in Business; concentration in Marketing
San Diego State University – San Diego, CA June 2014
MBA
ORGANIZATIONS
Society for Healthcare Strategy and Market Development, Member; Toastmasters Club, VP of Public Relations; FBI Citizen's Academy, Alumni