Resume

Bend Financial | Boston, MA | Fintech Startup

Launched in 2018 selling an HSA platform as a SaaS to brokers, employers and financial institutions. The platform is built to elevate health savings accounts beyond a standard deposit account by leveraging custom dashboard widgets and personalized messaging (in-app, emails, SMS).

Director of Marketing | April 2019-Present

Create communication strategies and internal marketing team to build brand awareness and drive sales.

  • Implement content marketing strategies that increase organic web traffic, web users, earned media and marketing qualified leads.
  • Engineer HubSpot workflows to capture marketing qualified leads and leverage marketing automation to nurture leads to sales qualified status and handoff.
  • Develop customer engagement toolsets (videos, collateral, in-platform messaging) to increase platform utilization and preferred customer behaviors.
  • Built a streamlined, high-performing in-house marketing team to handle all aspects of marketing and public relations efforts, boosting ROI while eliminating costly engagements with external agencies and firms.
  • Serve as part of the senior leadership team, working to shape top level initiatives, engage with the board of directors and investors and guide the future of the company.

Holy Family Memorial | Manitowoc, WI | Regional Healthcare Provider

Founded in 1899, HFM serves Manitowoc and Sheboygan County with an inpatient and outpatient medical center, specialty and walk-in care and more than 10 clinics.

Director of Marketing & Community Relations | May 2015-April 2019

Developed marketing strategy to increase brand awareness and service utilization while managing an internal advertising agency style marketing department.

  • Created digital marketing strategies that improved website utilization by cutting bounce rate in half while increasing per visit time by 50%.
  • Implemented social media strategies that increased followers by 65% and doubled daily page engagement.
  • Coordinated community engagement series that engaged and educated more than 500 people.
  • Developed a community magazine that reached more than 15,000 households each quarter.
  • Designed a project management process that increased department productivity while improving project communications and accountability.
  • Managed annual marketing budget to align with campaign ROIs, department goals and network budget expectations.

Prevea Health / HSHS | Green Bay, WI | Multi-state Healthcare Provider

Founded in 1996, Prevea provides primary and specialty care in 80+ locations across Northern, Eastern and Western Wisconsin in clinic and hospital settings, along with onsite and nearsite locations in coordination with Corporate Health and Wellness services.

Service Line Marketing Manager | December 2013-May 2015

Developed and managed integrated marketing plans and budgets for key healthcare services and retail products.

  • Created “Back to School” campaign that increased website traffic by 200% and reached more than 10,000 people.
  • Implemented integrated marketing campaign for a retail event that tripled monthly sales.
  • Provided education and strategy to the social media team to increase social media brand presence and engagement.
  • Planned events for provider-to-provider referrals, patient education, and community awareness

Franklin Energy | Port Washington, WI | Energy Efficiency Contractor

Delivers innovative energy management resources to utilities, municipalities, businesses, and customers across the nation.

Program Marketing Specialist | January-December 2013

Planned, implemented and evaluated strategic marketing plans for various utilities’ energy efficiency programs.

  • Led Google Ads strategy which increased website traffic to MPPA microsite.
  • Developed a marketing project tracking system to improve communication between program managers and the marketing department.
  • Created annual marketing strategy and plans for multifamily and residential programs.
  • Implemented a successful direct-to-consumer campaign that increased direct installs in condos.

WKOW Channel 27 News | Madison, WI | Television Station

Madison-based ABC affiliate providing local news coverage morning, afternoons and nights.

Marketing Writer/Producer | October 2011-January 2013

Wrote, edited and produced commercials for daily news shows and special station programming.

  • Developed advertising campaigns for news features during prime ratings cycles.
  • Managed social media content to promote news stories, features, talent and stations events.
  • Assisted in production of Addy Award winning station commercial campaign.
  • Wrote and produced an hour-long Independence Day special.

HSA Bank | Sheboygan, WI | Health Savings Account Custodian

Offering health savings accounts and corresponding educational tools and resources to brokers, employers and account holders.

Senior Marketing Coordinator/Team Lead | May 2004-July 2011

Developed and managed marketing campaigns for product enhancements, sales support and ongoing client education and engagement.

  • Designed an agent rewards program that increased account sales by 20%.
  • Executed account balance direct mail campaign that increased deposits by 22%, generating $13 million.
  • Created an educational program that increased enrollment in employer HSA programs by 33%.
  • Managed project workloads and quality management for the marketing department.

Professional Expertise

  • Marketing Strategy
  • Content Marketing
  • Project Management
  • Digital Marketing
  • Social Media Management
  • Team Building
  • Personnel Management & Mentorship
  • Leadership
  • Writing

Technical Skills

  • Google Analytics & Ads
  • HubSpot Sales & Marketing Enterprise
  • Adobe Creative Suite
  • Video Editing & Production
  • Email Marketing Platforms
  • Content Management Systems
  • Project Management Tools

Certifications

  • HubSpot Inbound Marketing Certified
  • HubSpot Marketing Software Certified
  • HubSpot Email Marketing Certified