Serving Corporate America for more than 25 years has brought the opportunity to serve many clients and brands. Through acquisitions, mergers, restructuring, brand identity reinventions, and leadership changes, my work has served businesses large and small, public and private, commercial and institutional, and national/international.
The one constant in every case, however, was the need to clearly articulate purpose, mission, and strategy such that customers and employees alike were aligned in understanding goals before being expected to deliver upon them. Unifying and inspiring stakeholders, both internal and external, around a clear identity and purpose is the defining hallmark for the businesses and brands I have served.
To learn more about some of the experience Fish Genius can bring to your business, we offer the case studies below.
Scope: Hired by practice management parent company for ophthalmology and optometry services to provide situational assessment and marketing audit for healthcare practices within the company's Upper Midwest and Southern California markets. Development of marketing and sales plans for each practice included Patient Experience journey and messaging, Website, SEO, Paid Search, Paid Social, Direct Mail, Marketing Collateral, and Campaign Management through traditional and digital channels.
Achievements: Growth of portfolio from 4 to 26 practices over 5 years, doubling company revenue. Led strategies which achieved double-digit growth in New Patient Volume, Physician Referrals, and Online Reputation scores. Development of the company's first outreach incentive compensation program resulting in 15% grwoth in physician referrals each year for four straight years. Conceptualized and led the design and implementation of the company's first CRM to improve conversion and ROI capture for both D2C and B2B patient leads.
Scope: Primary responsibility for advancing the company’s brand and growing volume and market share through business-to-business (B2B) and direct-to-consumer (D2C) outreach in six major markets across the U.S. Led strategic development and implementation for all company marketing including advertising, social media, direct mail, paid search, and targeted campaigns designed to connect with patients, referring physicians, and community/hospital joint venture partners.
Achievements: Implemented successful digital campaigns and a website overhaul which drove SEO, PPC, and online bookings from 24% to 41% over a three-year period. Led company through significant period of growth, including several successful joint venture hospital partnerships, increasing revenue by 170% in three years with average year-over-year earnings growth of more than 22%. Successful development and implementation of campaign which led to passage of House Bill 1036 in the Texas Senate, covering all female residents for 3D mammography.
Scope: Hired by largest multi-specialty physician group in Texas to provide marketing, sales, and communications leadership for their businesses in the vein, vascular, podiatry, and fibroid space. Led audit of programs, D2C and B2B channels, incentive compensation programs for sales teams, and oversight of revenue and growth opportunities for 59 clinic locations, 78 providers, and 21 brands across 5 MSAs in Texas. Executive leadership and accountability for Patient Experience, Call Center, Brand Strategy, and D2C/B2B campaigns designed to increase patient leads.
Achievements: Overhaul of call center (Patient Access Team) to include teambuilding strategies, improved systems and reporting, and new leadership and incentive compensation programs. Sales training and leadership programs to improve B2B performance and accountability. Significant work at brand definition and clarity for business loosely connected by parent ownership. Helped company successfully transfer from private to private equity ownership.
Scope: Primary responsibility for advancing the company’s brand and growing volume and market share through both business-to-business (B2B) and direct-to-consumer (D2C) outreach. Led strategic development and implementation for all company marketing including advertising, social media, direct mail, paid search, and targeted campaigns designed to connect with patients and referring physicians in the Washington metropolitan area.
Achievements: Implemented successful re-branding campaign and website overhaul which significantly improved website traffic and SEO. Led marketing team through period of significant growth, including opening a new location in Northern Virginia, launching PR and social media to improve competitive position, and implementing tablet surveys which increased patient feedback by more than 300%.
Scope: Foundational design and implementation of marketing and branding strategies for a highly-entrepreneurial real estate team in the North Texas market. Development of marketing goals, demographic reach, key messaging, and campaign calendar to maintain existing relationships and grow pool of qualified leads within the market. Creation of compelling content with significant reach through traditional, digital, and social media channels.
Scope: Foundational design and implementation of strategic marketing plan to build revenue and increase brand awareness for a leading provider of commercial and industrial roofing installations in the Dallas-Fort Worth Metroplex. Scope included campaigns to build revenue in select service areas, direct mail, marketing collateral, social media, and campaign management through traditional and digital channels.
Scope: Strategic marketing, branding, and corporate communications leadership for $3.4 billion national construction management services business. Complete re-branding of company when sold by NYSE publicly-traded “CTX” to London-based publicly-traded “Balfour Beatty.” Managed all PR, crisis and executive communications, client marketing, and internal culture and recognition programs through a period of significant growth and multiple acquisitions across the U.S.
Achievements: Growth of business revenue and ranking from Top 15 to Top 5 of nation’s largest construction management businesses. Company culture recognized by FORTUNE on its “Best 100 Companies to Work for in the U.S.” list four years in a row.
Scope: Strategic design and implementation of marketing, branding, and corporate communications services for $1.4 Billion national construction management business. Complete re-branding of business when it unified as one national brand from its previous organization under 6 regional brands across the U.S. Led the unification of these businesses under a shared vision, purpose, and brand. Managed creation of all digital and print collateral, social media sites, executive communications, company intranet, and client outreach campaigns.
Achievements: Implemented successful strategies and tactics resulting in a market penetration shift from 90% competitive bid to 90% negotiated procurement over a 3-year business transition. Delivered three straight years of customer satisfaction scores of 4.3 on a 5-point scale. Hermes Platinum Awards for excellence in marketing collateral, messaging, and communications.