Crafting Exceptional Customer Journeys

Professional Experience

2021-2025

Ascension Insurance

AVP, Business Development

Direct marketing efforts for CHIP and Medicaid in the Austin area, leading brand strategy, positioning, provider relations, community outreach, market research, and mass media, while reporting to the president. Devise multi-tiered grassroots marketing strategies to boost point-of-purchase performance. Formulate targeted plans for Hispanic marketing. Manage call center activities and daily operations of the Health Plan. Design and implement policies and procedures for the insourcing project fromTPA. Oversee adherence to HHSC, OIG, and TDI regulations across all teams.

Selected Accomplishments:

• Enhanced the member and provider experience by creating and implementing comprehensive communication strategies and plans.

• Increased marketing reach and effectiveness by designing and executing strategies that combined local advertising with digital techniques, including landing pages and geo-fencing.

• Launched strategic plans across various functions within the ministry and insurance product lines, resulting in optimized performance and alignment. 

• Increased plan selection and elevated provider satisfaction by implementing effective digital campaigns, optimizing call center metrics, and strengthening provider relations strategies.

• Secured a favorable result in the RFP re-procurement process through strategic representation of the health plan.

• Contributed to achieving URAC certification, enhancing organizational credibility and quality standards.

2019-2021

Legion Healthcare Partners

Chief Marketing Officer

Managed B2B marketing initiatives, including brand strategy and social media campaigns, reporting directly to the CEO. Advised clients on optimizing prior authorization processes for improved efficiency. 

Selected Accomplishments:

• Drove business expansion through the creation and execution of targeted marketing strategies.

• Facilitated the development of robust business growth plans for major healthcare institutions through detailed consultation and analysis.

• Improved daily patient census for several hospitals by implementing effective prior authorization strategies.

• Secured specialty procedure approvals in various states by implementing and optimizing complex operational processes.

• Boosted patient acquisition for investigational procedures by training staff on multi-state regulations and prior authorization processes.

• Achieved favorable outcomes by successfully arguing cases in multiple states through internal and external review committees, including the Administrative Law Judge process for Medicare Advantage.

• Increased sales and product awareness by developing and implementing strategic B2B plans.

2016-2019

MD Anderson Proton Therapy Center
VP, Marketing and Communications/Patient Access

Oversaw marketing campaigns and brand strategy under the COO’s direction, including advertising, patient intake and navigation, and grassroots marketing efforts. Liaised with vendors and advertising firms and managed the daily acquisition of promotional and print items. 

Selected Accomplishments:

• Generated a 3094% increase in page views by converting an outdated website to a new WordPress-based site.

• Achieved a 300% increase in intake calls year-over-year by developing and executing online, mobile, and grassroots advertising campaigns to boost patient engagement.

• Reduced call center abandonment rate by 800% through strategic management of operations.

• Increased center census by creating and implementing an omni-channel marketing plan.

• Boosted patient engagement rates by launching a detailed communication program with regular weekly and monthly interactions for current and former patients.

• Enhanced the customer experience by introducing patient navigators and the creation of streamlined workflows.

• Established a patient support group that significantly improved community support and patient feedback.