In my current role as Creative Director, I lead and inspire a multidisciplinary team in producing breakthrough on-brand creative work. I conceptualize, design, and provide creative direction on a $3M portfolio of omni-channel marketing campaigns, across multiple mediums- digital, print, mobile, email, social, photography and videography. I present storyboards, comps, and design briefs to stakeholders and executive leadership, to get buy-in on our creative strategies. I collaborate with agencies, on targeted social and experiential marketing campaigns. I also manage Hoag’s brand book and style guides, ensuring consistent tonality across all touchpoints.

Transformed the creative and digital experience of Hoag's consumer portal, from ideation to implementation, based on user personas and journey mapping. Added new features, like telehealth, urgent care wait times, and online appointment scheduling. Used data and engagement analytics to target patients at various stages in their journeys, with personalized creative content, which increased conversion rates by 165%. Implemented A/B and multi-variable testing in all our ad campaigns, which improved our click through rates by 80%.

Built an in-house photo and video services team, allowing us to create on-trend original content, uniquely positioning the Hoag brand. I've directed and filmed over 150 videos which led to a 260% increase in site traffic. Videos have aired on TV, movie theaters, Pandora and other media outlets. I setup live streaming community education classes on Hoag's YouTube channel, increasing our social and digital footprint 340% in six months.

Led the UX design and content strategy of the OptumRx consumer portal and responsive mobile site, accessed by millions of members, managing their prescriptions online. Conducted user testing and heuristic evaluations, which showed a 72% reduction in task completion time. Designed information architectures and UIs that improved user efficiencies for internal and D2C web applications. Facilitated structured brainstorming/JAD sessions, developed product plan and used Scrum board to assign action items to team members. Developed style guides, that integrated experience design best practices, ensuring consistency throughout the product life cycle.

Provided creative direction that enhanced the efforts of the UI team, assigned projects, set goals & objectives, mentored staff, and completed performance evaluations. Performed competitive analysis and identified on-brand solutions that delivered on our business goals, ensuring product consistency and a foundation for future enhancements. Collaborated with cross-functional product development teams to identified pain points in the product experience and recommend solutions.

Created compelling visuals across multiple touchpoints for clients websites, email campaigns, microsites, marketing materials, infographics, and print collateral. Helped clients with digital transformations, corporate branding/positioning, lead generation, and brand-building initiatives. Client verticals included technology, healthcare, education, food / CPG, retail, and automotive. Company size ranging from start-ups to Fortune 1,000.

Led the design of PacifiCare’s consumer and employee portals, from ideation to implementation, optimizing the user experience across desktop, web & mobile. Designed UIs for multi-platform, B2B and B2C, software applications, on Agile methodology. Designed enterprise wide Flash based training modules.

Designed illustrations, brochures, logos, magazine articles, posters, banner adds, booth/kiosk graphics, buck slips, smart cards, CD labels, product box designs, and splash screens.