Marketing & Creative Director
Experienced marketing team leader with a proven record of increasing brand awareness, driving lead generation, growing membership, and improving member retention. Skilled in annual planning, audience analysis, creative direction, project management, and team leadership, with expertise in brand design, marketing, and analytics. A motivational team mentor who uses experience, humor, and intellect to deliver exceptional marketing results while increasing team productivity and growth. My goal is to join an organization where I can use my brand skills, communication capabilities, and leadership experience to help increase business growth, improve brand awareness, and contribute to the overall improvement of the company.
PROFESSIONAL EXPERIENCE
MARKETING DIRECTOR
Peoples Health - a UnitedHealthcare Company
New Orleans, LA - 3.5 Years
Produced innovative creative direction and branding while increasing new member leads and current member retention in a highly competitive Medicare Advantage market.
Redesigned branding approach. Transitioned creative to a lifestyle approach, leading in-house C-level branding workshops to garner full buy-in and adoption. Tested new creative against past campaigns in the A-B method using direct response real-time analytics to pick a winner.
Trusting data. Worked with the decision support team to use incoming lead-gen data to adjust marketing tactics and creativity for better outcomes.
Directed and designed member acquisition and retention marketing materials using competitor research and member profile data for web, digital, print, direct mail, and broadcast.
DIRECTOR OF DIGITAL MEDIA
Peoples Health - a UnitedHealthcare Company
New Orleans, LA - 3 Years
Launched social media, and website SEO/SEM, built several internal and external websites and stewarded a transition to a modern CMS-based workflow. Elevated department to an internal service for lead-gen and member retention marketing and communications.
Many wins with a small team. Implemented an all-WordPress website system. Designed and built a new website featuring fast loading, increased security, and high 508 accessibility scores. Architected multiple consumer portals and corporate intranet sites, increasing member retention, NPS scores, new member acquisition, and employee satisfaction.
Grew the Digital Media department into an in-house service to the company. Designed and built intranet solutions that solved operations inefficiencies within the company.
Launched social media. Took a company with no social media presence to thousands of followers in one year. Hired staff and integrated tools that delivered measurable gains. Added video for internal and external use.
PRINCIPAL / CREATIVE DIRECTOR
Barousse Design, New Orleans, LA - 15 Years
Award-winning brand consultancy providing graphic design, web development, and digital marketing for health insurance, secondary and higher education, and small businesses.
Designed member enrollment campaigns which helped Peoples Health Medicare Advantage Plans increased member enrollment 15% YOY.
Designed award-winning annual reports for Tulane University’s Cowan Institute and the New Orleans School Board.
Developed websites and email campaigns which helped small businesses get discovered in local listings.
Areas of Expertise
Marketing Strategy: Campaign Strategy, Project Planning, Inbound Lead-Gen, Budgeting, Competitive Analysis
Analytics Reporting; Tableau reports, Google Analytics, Facebook Insights, CRM Systems
Design: Brand Design, Email Design, Web Design, Adobe Creative Cloud
Project Management: Asana, Slack, Teams, Basecamp, Bynder
Copywriting: Broadcast Copywriting, AP-Style Editing, SEO/SEM Copywriting
Web Development: Adobe XD, Web U/I Design, Web CMS Platforms, Web QA, and Section 508 accessibility
Medicare: CMS HPMS, Medicare Compliance, CAHPS/HOS Member Surveys, Policies and Procedures
Education
Bachelor of Fine Arts, Graphic Design
Louisiana State University, Baton Rouge, LA
Noted Alumni Speaker, President of AIGA New Orleans Chapter
Awards and Notable Accomplishments
Past President - AIGA New Orleans
CASE Grand Competition Silver Award
Best of Show - PIAS - Printing Industry Assoc.
Best of Show - Ad Federation of Baton Rouge
National ADDY - TABASCO “PepperFest”™
“Best-Of” - Strathmore Paper Company Annual Awards
Best Interactive Publication - Publish! Magazine
Best of Show - ADDA of New Orleans
CLIENTS
Louisiana State University
Tulane University
Loyola University of New Orleans
St. George's Episcopal School
St. Andrew's Episcopal School
Louisiana Stars Drum Corps
New Orleans Academy of Fine Arts
Peoples Health
Relevant Studios
East Jefferson General Hospital
St. Bernard Parish Hospital