Seeking an executive-level strategic marketing, communications and service development position in return for excellence, expertise and dedication.
Planned, arranged and executed national outreach opportunities for health care and Air Force senior leaders, and subject matter experts at all levels. Routinely provided sound advice and counsel to top health care and Air Force executives. Handpicked as leader of Centura Health’s South State Hospital Group Marketing and Communications team. Led communications efforts during Global War on Terror as public affairs chief at largest air base in Qatar and was spokesman for the region’s largest medical and dental facility. Stood up and led new public affairs office in Kuwait. U.S. communications director for three-country military exercise in Thailand.
Strategic Marketing and Service Development
Defined and executed integrated marketing strategies for key service lines within Penrose-St. Francis Health Services, improving market share from 38 to 42 percentage points in three years. Key player in grand opening of $207 million St. Francis Medical Center, attracting 11,000-plus people, and showcased key service lines in northern Colorado Springs’ only full-service hospital. Developed marketing and business development strategies for Elmendorf Air Force Base Hospital, Alaska, serving dynamically changing health needs of 81,000 Alaskan Department of Defense and Veterans Affairs beneficiaries through TRICARE, DoD/VA Joint Venture, and the Alaska Federal Health Care Partnership.
Crisis and Risk Communication
Expertly and compassionately responded to local, national and international media when gunman shot four people at New Life Church, including two sisters who were brought to Penrose Hospital. Directed Air Force outreach campaign following Hurricanes Rita and Wilma during four-month deployment to Katrina-ravaged Florida; bolstered public support for Department of Defense relief efforts of refugees and medical evacuees. Escorted international media into war-torn Sarajevo and generated positive coverage for Department of Defense deliveries of humanitarian aide to refugees. Facilitated international reporters, including Al-Jazeera, during defense secretary’s first visit to Qatar. Liaison during multiple fighter jet crashes in Germany, protected corporate image and maintained host-nation relationship.
Managed health care CEO’s national speaking program: pursued opportunities, targeted themes, tracked results. Spearheaded Langstaff-Brown Urgent Care Center 25th Anniversary Celebration and Penrose Community Urgent Care grand opening, attracting thousands of community members. Led a multi-service communications team that developed Armed Forces Week observances involving 600 community leaders. Showcased the Air Force to three million people during 10-day San Antonio “Fiesta” celebration of history and culture.
Secured in-depth coverage of health care CEO’s vision of wellness and prevention in USA Today, nation’s most widely-read print newspaper with 3.7 million readers daily. Mitigated potential negative coverage when patient records were lost by highlighting privacy protection safeguards to media. Promoted Air Force’s priorities and vision on the international stage through integrated public outreach programs. Led public-relations-focused trips with CEO and COO for “FOX & Friends,” CNN, think-tank discussions and editorial boards with NY Times, Fort Worth Star-Telegram, LA Times. Brought David Letterman’s “Top 10” crew to Alaska flight line. Orchestrated branding campaign for base open house and air show in Alaska, largest two-day event in state.
Prepared health care and Air Force senior leaders to succeed in media engagements by providing realistic training, including interview techniques and message development. Showcased Penrose-St. Francis on world stage as official medical provider of 2011 U.S. Women’s Open Golf Championship. Established ties with NASCAR, National Football League and Major League Baseball, to showcase America’s Air Force to national audiences and stakeholders. Spokesman at unit and regional levels, responding to hundreds of media queries, many of them health-care-related. Handpicked for Department of Defense Military-to-Military Exchange Program in Latvia, Lithuania and Estonia. Led 30 seminars and media interviews in former Communist countries on Department of Defense public affairs procedures.
Produced Centura Health’s first weekly Web-based e-newsletter, now a best practice for other entities. Routinely penned South State Hospital Group CEO’s commentaries and executives’ “Talking Points” to associates. Edited/published eight corporate newspapers and magazines, garnered three AF-level awards, and was Europe’s Print Journalist of the Year. Combat journalist; covered Air Force mission in Saudi Arabia, Kuwait, Qatar, and United Arab Emirates. Regional consultant for 15 Air Force newspapers and magazines serving 200,000 people. Crafted Air Force input to president’s speech during visit to Alaska, read verbatim to global audience.
Directs Penrose-St. Francis’ Facebook page, boasting 4,000 fans, more than double any other Centura Health hospital. Manages Centura Health’s busiest entity public website, with 25,000 visitors per month. Helped develop official U.S. Air Force website, which generates four million hits per week. Produced quarterly broadcast video news program, reaching millions via Pentagon Channel.
Vice President, Strategic Marketing and Communications, Centura Health’s South State Operating Group, 2011–Present
Oversees marketing and communications strategy and execution for Centura Health’s hospitals in Colorado Springs, Pueblo and Canon City.
Manager, Marketing and Public Relations, and Director, Strategic Marketing and Communications, Penrose-St. Francis Health Services, 2007–2011
Spearheaded service line marketing and development campaigns; promoted system via local, regional and national media.
National Affairs Division Chief, Air Force Space Command Public Affairs, 2004–2007
Targeted national outreach venues to promote advocacy and funding for military space programs.
Director and Deputy Director of Public Affairs, 3rd Wing, 2001–2004
Developed and executed external and internal communications programs for Alaska’s largest Air Force organization, supporting 11,000 employees and a local populace of 255,000.
Public Affairs Officer, Air Education and Training Command, 1998–2001
Researched and employed communication strategies and programs for CEO and COO involvement in outreach venues and special events throughout the nation.
Corporate Communications and Public Relations, U.S. Air Force, 1983–1998
Produced award-winning employee publications in Hawaii, Germany, the Netherlands and Texas.
EDUCATION AND SPECIALIZED TRAINING
Department of Defense Graduate Course in Communication, Oklahoma University (4.0 GPA)
Bachelor of Science in Liberal Arts, Excelsior College, Albany, N.Y.
Honor Graduate, Public Affairs Officer Course, Defense Information School
Distinguished Graduate, Air Force Officer Training School