Real work. Real outcomes.

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As Director of Strategic Initiatives at Duly Health and Care, I was a core team member in a comprehensive year-long organizational rebrand that transformed a county-bound healthcare provider into "Duly Health and Care," repositioning the organization for regional and national growth after 50+ years. I helped shape the new name, identity, and brand promise through weekly visioning sessions, then quarterbacked the cross-functional rollout across dozens of departments—from physical signage and EMR systems to call center scripting and culture-building programs.

The rebrand generated millions of impressions, achieved record engagement levels, and increased internal brand trust among employees by 25%, demonstrating my approach of treating brand as both a marketing asset and cultural operating system.

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As Director of Strategic Initiatives at both ChenMed and Duly Health and Care, I addressed organizational misalignment by introducing a comprehensive strategic planning model rooted in Objectives and Key Results (OKRs), creating enterprise-wide clarity around 7 core objectives with 3-5 key results each. I developed visually engaging Strategic Playbooks and department-specific Growth Focus Area Playbooks, along with monthly and quarterly review systems that transformed scattered plans into unified, actionable roadmaps connecting executive vision to front-line execution.

This approach established clear alignment across all departments, improved transparency around company priorities, and created a culture of ownership where strategic playbooks became internal rallying points used in meetings, onboarding, and leadership presentations.

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As Digital Strategy and Creative Lead for University of Michigan Athletics, I developed and executed a comprehensive social media strategy across 31 sports programs, personally managing flagship accounts including @UMichFootball and @UMichBBall while creating strategic playbooks and design systems for the entire department.

My work drove @UMichFootball and @UMichAthletics to consistently rank #1 in engagement among Power Five programs, with @UMichAthletics achieving #2 on Instagram for total interactions (2.62M+) in 2018. I transformed Michigan Athletics into a 24/7 storytelling machine by blending strategic vision with creative execution, delivering campaigns like the Nike x Jordan Brand Launch (20M+ impressions) and building scalable systems that empowered consistent, on-brand content across all teams.

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As Director of Retention and Service Strategy at ChenMed, I led a comprehensive patient journey mapping initiative to uncover the real, lived experience of underserved seniors across every touchpoint—from initial outreach to ongoing care—combining patient focus groups, staff interviews, and data analysis to identify friction points. The research revealed critical insights, including that patients spent nearly 60% of their visit time (47:56 minutes) waiting rather than receiving care, and identified 10+ major friction points across appointment setting, wait times, specialist handoffs, and care plan understanding.

This data-backed approach created an honest, shared picture of the patient experience that built credibility with physicians and leadership, transforming how the organization viewed and designed patient interactions through a detailed journey map and "patient experience flywheel" framework.

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As COO and Implementer at Rollout Marketing, I built the entire client onboarding experience from scratch while simultaneously launching the digital agency focused on residential painting companies, creating a comprehensive 90-day framework spanning Foundation, Lead Quality, and Growth & Scale phases. I developed detailed SOPs including meeting agendas, email templates, call walkthroughs, and visual timelines designed for repeatability, ensuring any future account executive could deliver the same professional experience without starting over.

This SOP-first approach established a complete client delivery system from zero, turned early clients into long-term retainers by delivering immediate clarity and value, and created a scalable foundation that made onboarding feel like a premium service experience from the first interaction.

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As Board Member and Brand Strategy Advisor for the Journal of Patient Experience, I transformed their stagnant LinkedIn presence by developing modular, reader-friendly visual formats that made academic content more accessible and engaging for professional audiences. I redesigned their social strategy to use multi-slide storytelling, high-contrast branded visuals, and clear takeaways while maintaining academic integrity, moving beyond static posts linking to studies.

This creative approach delivered a +350% year-over-year increase in impressions and +372% growth in engagement, turning a passive distribution channel into an active storytelling platform by applying consumer marketing tactics to academic publishing.