During my time here I oversaw the blog, social media, website, direct mail, email, newsletters, in-store displays, as well as internal communication. At this time CHROME was not in the position to roll out its brand, as the digital experience was not completed. Therefore my focus here was engaging existing customers and setting up the vendors, budgets, and a detailed marketing plan to build awareness and generate leads.
During my short time here, I worked on setting up the structure and implementing the process necessary to set up digital marketing for Gateway. My primary focus was working with the IT department and a vendor to map out a new website for Gateway's Medicare, Medicaid and corporate page. I also worked on setting up and integrating a marketing automation software to streamline campaigns and enrollment process.
Responsible for providing strategic guidance for all UPMC social media channels, as well as implementing and maintaining software for social listening and publishing. In addition I oversaw the HealthBeat blog and developed an editorial process, content strategy, as well as success metrics. By focusing on trending topics and highly searched queries we have successfully increased organic traffic to the blog, earned top 10 ranking spots for over 60 articles, as well as featured in the answer box. I led the integration of clinical marketing campaigns across social media and the blog, established KPI’s and provided reports on success of paid and organic promotion.
Grew organic traffic to the HealthBeat blog to 2 million sessions within 2 years.
Increased Facebook fan base from a little over 10k to over 60k within a year.
Established a digital marketing plan, including an extensive budget, allocated vendors, and project timeline.
During my time at Carnegie Mellon University I was heavily involved with the Undergraduate Admissions Office, marketing organizations, and athletics. The main initiative I worked on was developing and introducing a new mascot to the campus community. Carnegie Mellon did not have an official mascot and they formed a student committee to work closely with the Marketing team and provide insight on behalf of the student body. The result was a fierce ankle-biting Scottie Dog.