Brand Strategy, Identity and Migration

GE HealthCare rebrand

Worked on global team to bring GE HealthCare’s rebrand and spin-off a success, working with cross-functional stakeholders to translate new brand idenity into marketing and communications activations and channels.

Infosec Institute rebrand

Led marketing organization through an organization-wide rebrand, brand implementation, M&A transition, website UX and design overhaul, and migration and implementation of product information management database to enable GTM strategies at scale.

Better by Sport rebrand

Worked alongside a global team to guide rebrand of software health tech start-up, bringing new brand identity to life across marketing materials including website, social profiles, and investor and partner pitch decks.

Integrated Marketing Campaigns

Care that can

Led GE HealthCare’s spin-off brand campaign and advertising strategy, targeting exisiting and new audiences and bringing the new brand and brand purpose to the market with creative executions, stories and the companies first commerical ad spot.

Nurses week

Led GE HealthCare’s first nurses week campaign honoring the healthcare workers often overlooked. Capturing the hours of care provided, we used each hour as a brushstroke in a series of portraits. Planned intergreated marketing campaign and content activation.

Reimagining Better Health Report

Led multi-channel paid advertising and owned content strategy to support the launch of the company’s largest industry report to date. Team supported social, influencer and web activations.

Purpose launch: creating a world where healthcare has no limits

Led the internal and external launch of GE HealthCare’s new purpose: Creating a world where healthcare has no limits. Included a video spot, talking points, social posts, written content, employee toolkits and engagement activities, and infographics.

Purpose launch: putting people at the center of cybersecurity

Led Infosec’s brand purpose, mission, vision and employer brand initiatives. Produced company’s first formal company video, recruitment video, company photoshoot and updated website, social and employer social sites as part of launch.

Find your role in cybersecurity Campaign

Led multi-channel owned content strategy to support the company’s biggest product launch to date. Interactive quiz was developed to reveal their ideal cybersecurity role and offered a free trial, getting users into the product environment. Included press release, media pitching, social posts, landing page, event activation and collectable swag.

On the frontlines: storytelling in a crisis

Producer and Chief Storyteller for the most successful brand campaign in GE Healthcare history, sharing the human stories of an industry at the leading edge of transformation.

Don’t skip: breast cancer awareness month

Head of multi-channel ‘Don’t Skip’ Breast Cancer Awareness Month to raise awareness, tell employee stories and drive business to mammography and breast health business.

#BeCyberSmart: cybersecurity awareness month

Multi-channel campaign to support awareness of cybersecurity risks and brand awareness, driving 35K page visits and 3K awareness kit downloads.

Social Media Strategy, Content Creation and Program Builds

Product Launches

Vscan Air: wireless, handheld ultrasound

Led product and brand message development, employee and customer storytelling, PR strategy and social media strategy for one of the largest product launches in company history.

Voluson Swift: accessible women’s health

Led brand message development, employee and customer storytelling, PR strategy and social media strategy for virtual product launch (COVID-19 timing).

Critical Care Suite 2.0: AI-powered COVID care

Led brand message development, employee and customer storytelling, PR strategy and social media strategy for special FDA-approved AI tool that helped during COVID-19 pandemic.

Event Planning & Marketing

RSNA: elevating radiology

Led a global team to execute a comprehensive media and content strategy for the company's largest trade show (RSNA), receiving the only marketing excellence award from the business.

RSA: cyber education for every role

Led a team of event and marketing professionals to execute a full conference strategy for the industry’s largest show (RSA) including messaging, design, client engagement, media relations, analyst relations and digital marketing strategy.

Infosec Inspire: client conference

Led a team of event and marketing professionals to execute a two-day virtual client conference (COVID-19 timing) including agenda building, client storytelling, award program, client activities, media and analyst relations, and digital marketing strategy.

Website Copy & Builds

The Road Less Traveled

The teen travel company, the Road Less Traveled, was in need of a complete brand and website overhaul full of functionality to inform clients and drive business. Working alongside their head of marketing, we were able to deliver a new site and train their team to keep it going long after my work was done!

Bioforward & Forward Bio Labs

Starting fresh with a re-brand in 2016, I had the pleasure of working alongside the BioForward team to build a social media and digital marketing strategy from the ground up, launching new platforms, websites, and lead-generating content to transform their presence.

Promiss DX

A Milwaukee-based health tech startup, Promiss DX is on a mission to catch ovarian cancer early. I worked alongside their founder to build out their brand messaging, design key graphics to tell their story, and write website copy for their new site.