VP / DIRECTOR – MARKETING – COMMUNICATIONS
Senior executive with a record of success providing vision and strategic direction to organizations experiencing rapid growth and change. Areas of expertise include corporate marketing, public relations, strategic business development, and sales. Broad-based leadership experience in multiple service industries including healthcare, technology, and financial services.
PROFESSIONAL EXPERIENCE
MTS Medication Technologies, St. Petersburg, FL 2003 to Present
Leading provider of compliance pharmaceutical packaging solutions serving over 5,000 institutional pharmacies worldwide. MTS specializes in automation and disposable packaging products to assist with pharmaceutical administration for long-term care, hospital and ambulatory patients.
Vice President of Marketing
Member of executive management team reporting directly to Chief Executive Officer. Responsible for all aspects of marketing including marketing communications, product management, public relations, marketing research and sales support.
§ Managed a complete re-branding program to include re-naming strategy, market announcement and internal rollout of re-branding initiative.
§ Developed and implemented the first-ever product management program including process mapping and product development and planning.
§ Managed development of the annual report, product collateral, website, direct mail programs, tradeshow and numerous domestic and international direct marketing initiatives.
§ Company has recorded over 20% year-to-year growth since appointment to this position.
EDiX Corporation, St. Petersburg, FL 2000 to 2003
The nation's second largest outsourced health information company and a provider of IT solutions to over 250 health systems and physician practices in over 30 states, with annual sales of $150 million. EDiX Corporation, a division of IDX Systems Corporation, was sold to Total eMed in 2003 and was then renamed Spheris Corporation.
Vice President of Marketing
Recruited to establish and build the company’s Marketing Department, with responsibility for corporate marketing strategy and positioning, product planning, marketing research, promotional strategy, corporate communications, recruitment marketing, contracts management and field sales reporting, and business strategic initiatives. Hired and managed marketing, communications, and contract management staff.
Established the public relations program that has markedly improved corporate image in major trade publications. Responsible for all internal public relations initiatives including employee newsletters, CEO communications, and national sales and operations events planning. Directed company participation in numerous annual tradeshows and customer events throughout the US.
Corporate Leadership
§ Member of EDiX Corporation senior management team responsible for setting strategic direction and ensuring company growth and profitability. Developed and implemented strategic initiatives to include integrated communications, balanced scorecard, quality ROI, and quality research.
§ Led marketing efforts that propelled the EDiX Division from $45 million to $120 million in annual sales, and from 1,500 to 4,000 employees over the past three years.
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§ Instrumental member of due diligence team in the sale of the EDiX division of IDX to Total eMed in 2003. Provided customer relationship data, contract information, and forecasted revenues as liaison to IDX CFO and corporate and external counsel.
§ Designed, developed, and launched first-ever employee development program focused on building customer relationships through stronger internal and external communications.
Marketing Leadership
§ Created new integrated corporate brand strategy and marketing campaign to include corporate tagline and positioning, advertising, Internet website, product brochures, and trade shows.
§ Managed new product initiatives and the integration of emerging technologies.
§ Conducted extensive marketing and product research, client satisfaction surveys, and employee satisfaction surveys.
§ Formulated an integrated employee recruitment marketing program that has resulted in hiring over 1,000 new employees each year through an internet-based hiring model.
§ Implemented market development program focused on qualified lead generation including direct mail, telemarketing, and web traffic strategies.
§ Managed group purchasing organization (GPO) contracts with organizations to include VHA, Healthtrust Purchasing Group, and Shared Services, Inc.
Sarasota Memorial Health Care System, Sarasota, FL 1998 to 1999
Director of Marketing and Public Relations
As member of executive management team reporting directly to CEO of $400+ million public health system, participated in strategic planning and corporate decision-making. Managed marketing communications, public relations, community relations, in-house advertising, and external advertising agency relationship. Primary spokesperson for local, regional and national media.
§ Formulated strategic marketing communications and public relations plan.
§ Managed all internal and external communications including eight internal publications, corporate public relations and customer service videos, and corporate website.
§ Served on numerous task forces focused on consumer perception research, human resources re-organization, customer service, and physician partnerships.
§ Launched first-ever brand awareness and advertising campaign for 45-member primary care physician practice, including print, radio and billboard advertising.
§ Developed branding strategy for cardiac services programs including logo and name.
§ Extensively quoted in local, regional and national publications on behalf of health system, resulting in increased positive media mentions.
§ Implemented first Community Benefit report, tabulating the $32 million in community support provided by the health system each year.
Erie County Medical Center Healthcare Network, Buffalo, NY 1995 to 1998
Director of Marketing and Public Relations
Member of senior management team at a $240+ million university-affiliated public health system and regional trauma center. Managed internal staff and advertising agency relationship. Responsible for all corporate marketing and public relations for healthcare network including annual strategic marketing and public relations plan, all media relations and crisis management plan.
§ Directed launch of first institutional image campaign including marketing research, concept, and creative development of campaign including radio, television, and print advertising.
§ Initiated first cardiac surgery campaign including radio, billboard, and television advertising.
§ Developed marketing strategy to support new primary care network.
§ Created and organized numerous direct mail campaigns supporting new services.
§ Spearheaded development of new Internet web site for health system.
§ Developed institutional marketing research studies.
§ Managed institutional communications including publications, employee newsletter, speaker’s bureau and internal communications within network.
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M & T Bank, Buffalo, NY 1990 to 1995
Assistant Vice-President / Branch Manager (1992 to 1995)
Product Manager, Retail Marketing Product Management Group (1990 to 1992)
Developed retail banking products that were recognized in national trade publications for creativity and innovation. Participated in development of bank image campaigns. Managed marketing research projects including the study of electronic banking and the acceptance of new deposit products. Designed and wrote marketing research surveys.
Marine Midland Bank, Buffalo, NY 1989 to 1990
Internal Management Consultant - Quality Project, Bank Operations Division
EDUCATION
Babson College, Wellesley, MA
M.B.A., Concentration in Marketing, Frank W. Olin Graduate School of Business
State University of New York at Buffalo, Amherst, NY
B.A., Communication, with departmental honors
Public Policy Legislative Intern (Boston University) – Served as Congressional Aide in Washington, DC
Graduate, “Leadership Buffalo” Leadership Development Program
Graduate, “Leadership Niagara” Leadership Development Program
PROFESSIONAL CONSULTANCY
Cox Target Media, Largo, FL
Communications Consultant (2003 to 2004)
Completed a retained consulting assignment developing an internal and external strategic communications plan in preparation for the implementation of a $200 million operations expansion project for Cox Media’s Valpak brand. Valpak direct marketing reaches more than 40 million households each month in the US and the division employs over 2,500 FTEs throughout the US. Assignment included the research, development and implementation of a comprehensive change management communications plan including internal and external communications vehicles focused on all constituencies impacted by the implementation of the project. Activities included media relations, employee impact communications, employee satisfaction research, and crisis communications plan.
HIGHER EDUCATION TEACHING EXPERIENCE
University of Phoenix, Tampa, FL
Adjunct Professor of Business (2000 to Present)
Have taught over 30 graduate and undergraduate courses in marketing management, public relations, organizational behavior, e-marketing, communications, strategy formulation and theory, healthcare finance, and business management.
American Institute of Banking, Buffalo, NY
Marketing Management Instructor (1992 to 1998)
Taught marketing management courses and professional seminars for banking professionals.
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COMMUNITY LEADERSHIP
Chairman of the Board, Salvation Army, Niagara Falls, NY, 1995 to 1998
Board of Directors, Boys and Girls Clubs, Buffalo, NY, 1996 to 1998
Board of Directors, Erie County Medical Center Lifeline Foundation, Buffalo, NY, 1998
PROFESSIONAL DEVELOPMENT / TRAINING
American Society of Consultant Pharmacists Conference, 2004
British Pharmaceutical Conference, 2004
International Pharmacy Congress, 2004
Retail Pharmacy Conference, 2004
Cardinal Health Retail Business Conference, 2004
American Health Information Management Association (AHIMA) Conference, 2000, 2001, 2002, 2004
Health Information Management System’s Society (HIMSS) Conference, 2000, 2001, 2002, 2003
American Association of Medical Transcriptionists (AAMT) Conference, 2000, 2001, 2002
Microsoft Health Care User’s Group, 2000
HealthCareAmerica, Executive Conference on Branding, Positioning and Competitive Strategy, 1999
Healthcare Communicators Conference, Washington, DC, 1997
Lessons in Leadership Series, University of Buffalo Center for Entrepreneurial Studies, 1996
HONORS AND AWARDS
§ Published article, “Redefining Quality in Medical Transcription,” Advance for Health Information Executives, April 2003
§ Addy Award, Gold and Silver, EDiX Marketing Campaign, 2003
§ Merit Award, Healthcare Marketing Reports, 1999, 1998
§ Western New York Health Care Sales and Marketing Award of Excellence, “Discover Our Strengths” Image Campaign, 1999
§ Bronze Award, National Health Information - Image Campaign TV Ad, 1998
§ Public Television Best Outreach Project, “Family Wellness Campaign,” 1998
§ National Health Information Gold and Silver Awards for Excellence in Marketing, 1997
§ Selected Speaker, “Implementing Marketing Strategy at a Public Health System,” Society for Healthcare Strategy and Market Development of the AHA National Conference, 1997 |
