Resume

Internal Communications Manager, Marketing & Communications

December 2020 – Present

St. Joseph’s Health, Syracuse, NY

A regional non-profit health care system based in Syracuse, New York. Founded in 1869 as the first public hospital in the city of Syracuse, St. Joseph’s Health is now part of Trinity Health, one of the nation’s largest Catholic health systems. With an annual operating revenue of $20.2 billion, the Trinity Health system includes more than 115,000 colleagues including 26,000 physicians and operates in 88 hospitals across 25 states. Achievements include:

Leader responsible for development and execution of comprehensive internal communications plan, daily stakeholder updates and distribution
Utilizing tactics such as video, intranet, electronic, and print to support strategic goals of the organization and evolution of culture
Lead internal crisis communicator
Advising senior leadership on internal communications strategies to engage audiences, ensure all key priorities are effectively communicated, and drive organizational change
Developing internal communications campaigns for key stakeholders
Authoring and editing articles, intranet posts, letters, presentations, emails, and other essential communications
Oversight of design and presentation of internal branded materials
Creating standard channels and processes for creatively and effectively communicating a range of issues and initiatives of interest and importance to all physicians at St. Joseph’s Health and increasing engagement, retention and overall effectiveness and success of physicians practicing at St. Joseph’s Health

Vice President, Public Relations & Corporate Communications

April 2016 – December 2020

Nascentia Health, Syracuse, NY

(formerly VNA Homecare)

Collectively employing over 500 employees with a $450 million operating budget, the system’s catchment area includes operational headquarters of Onondaga County as well as 48 counties throughout Upstate New York. Achievements include:

Lead role in development and launch of Nascentia Health brand in conjunction with $11 million construction of corporate headquarters, boosting market share from 3% to 26%
Lead role in development and launch of system’s Medicare Advantage Plan, Nascentia Health Plus
Increasing patient census by more than 40%
Increasing revenue by over 45%
Developing succinct, timely and regular communications to ensure consistent, streamlined, and strategic corporate messaging to internal and external audiences across variety of distribution channels. Includes speeches, editorials, and presentations.
Developing and executing marketing and corporate communications plans and strategies to support system’s business objectives
Active member of COVID-19 Emergency Preparedness and Security Breach teams. Employee Recognition event, Heart of Homecare awards, Legacy Luncheon, Raise A Glass, Safety, and Corporate Wellness committees.

Vice President of Communication & Development

June 2015 – April 2016

VNA Homecare, Syracuse, NY

Responsible for planning and oversight of all advertising, public relations, corporate communications, fundraising and development activities for eight-company home and community-based care system that includes Visiting Nurse Association of Central New York, CCH Home Care & Palliative Services, Home Aides of Central New York, Independent Health Care Services, VNA Homecare Options, a managed long-term care (MLTC) Medicaid plan, Eldercare Social Day Program and two charitable organizations, the VNA Foundation of Central New York and Eldercare Foundation. Achievements include:

Key member of executive leadership team responsible for spearheading change and positioning eight companies into unified network under one management structure
Lead role in expansion of VNA Homecare Options into 48 Upstate New York counties, serving more than 6,500 individuals
Creating, planning and implementing fundraising events that generated a 35% increase in two-year period
Developing and securing multiple grants to expand programming and services
Developing nominations resulting in unprecedented volume of local, state and national awards/recognition from variety of organizations
Expansion and management of department from one to three, full-time employees and multiple interns
Lead role in crisis and risk management teams
Developing comprehensive customer service and brand enhancement training module

Director of Communication & Development

April 2014 – May 2015

VNA Homecare, Syracuse, NY

(formerly Visiting Nurse Association of Central New York)

Guest presenter at New York State Association of Health Care Provider’s Annual Membership Conference: Shine a Light on Community & Public Relations
Oversight in development of all agency materials including press releases, collateral materials, advertisements, direct mail and online initiatives
Key role in development and launch of VNA Homecare Options and Eldercare Social Day Program
Liaison and management of multiple vendors
Create, plan and implement wide variety of corporate and fundraising events from inception to completion
Evaluate operational issues to maintain competitive marketplace position
Lead role in employee recruitment initiatives

Community Relations Manager

March 2003 – March 2014

Visiting Nurse Association of Central New York, Syracuse, NY

(rebranded to VNA Homecare)

Responsible for planning, management and execution of all advertising and public relations initiatives of three distinct corporate entities and later developing large scope re-branding and marketing campaign for system that grew to eight entities. Assumed lead role in recruiting initiatives and special projects associated with employee retention and recognition. Primary contact for developing & managing favorable media relationships.

Director of Client Services

November 2001 – June 2002

Designworks Advertising, Inc., Syracuse, NY

Part of management team with responsibilities transcending across multiple sectors including account, departmental and organizational management, new business and agency development. Achievements include:

Developing and strengthening account management team’s skills required for generating effective plans and strategies — accounting for and responding to external factors that constitute a market, competitive research/analysis, creative development, strategic selling, budget and business development
Restructuring agency’s financial paradigm including client contracts, quotes and billing system
Providing overall consultation and support for client presentations, new business development and growth of existing clients

Senior Account Executive

June 2000 – September 2001

Mark Russell & Associates (MRA), Syracuse, NY

Senior member of Account Services department at MRA, an $80 million integrated marketing communications agency with offices in Syracuse, NY and Atlanta, GA. Responsible for budgeting, financial forecasting, organizational supervision and project management. Directed and served as strategic counsel for a variety of clients including Aspen Dental, Bausch & Lomb, Food Bank of Central New York, IN-Eros, Jowonio School, and the Syracuse Partnership to Reduce Juvenile Gun Violence with the Rosamond Gifford Foundation.

Account Executive

September 1997 – May 2000

Mark Russell & Associates, Syracuse, NY

Managed client relationship and served as strategic lead for variety of clients. Developed and built brand identities. Served as day-to-day contact responsible for oversight of all account activity. Directed creative, production and media teams. Managed largest agency account with annual budget exceeding $4 million. Clients included Community General Hospital, Syracuse Stage and Turning Stone Casino Resort.

Assistant Account Executive

March 1995 – August 1997

Mark Russell & Associates, Syracuse, NY

Coordinated and tracked project production. Finalized all marketing plans and proposals. Conducted competitive analyses for clients. Assisted in all budgeting functions, ensuring client projects were on time and within budget. Client base included Black Clawson, Carlyle Compressor Company, Carrier Corporation, Contact and Welch Allyn.

Communications Assistant

September 1992 – March 1995

Onondaga County Medical Society, Syracuse, NY

Served as liaison between 1,000+ physician members and consumers. Support role for variety of communication including membership publications, newsletters, direct mail, electronic media and collateral materials.