The CREATIVE LEADERSHIP ERA
Cook Children's Health Care System
Building the Engine
for Scale
THE CHALLENGE
As healthcare marketing evolved, the organization needed stronger creative operations, greater brand consistency, and more efficient execution. I set out to build the systems, processes, and teams that would allow marketing to scale strategically.
THE OUTCOME
Built a high-performing in-house creative organization that cut $220K in annual agency fees, lifted web traffic 40%, and produced award-winning campaigns, proving in-house creative could beat outside agencies on cost and quality alike.
$220K+
AGENCY SAVINGS
Through in-sourcing and efficiency
$50M
CAPITAL CAMPAIGN
High-impact creative support
270,000+
IMPRESSIONS GENERATED
Across multi-channel campaigns
24.8%
ADMISSIONS GROWTH
Above projected for NICU campaign
MANAGER OF CREATIVE SERVICES
(2008 – 2010)
In this foundational role, I focused on building the internal capabilities to support a growing enterprise.
In-Sourcing for Efficiency
I realigned our media operations in-house, saving $220K in annual agency fees while scaling a high-performing creative team.
Award-Winning Storytelling
I produced video content and commercials, including for a $50M capital campaign, earning five Bronze Telly Awards and a Bronze Addy for creative excellence.
DIRECTOR OF CREATIVE SERVICES
(2010 – 2016)
As Director, I expanded my focus to include high-stakes market penetration and digital product innovation.
Strategic Agency Oversight
I directed external agency partners across creative development and media buying, holding every campaign to rigorous brand standards and performance targets.
Multi-Channel Campaign Leadership
I led integrated paid media across TV, print, and OOH for our new neonatal intensive care unit, exceeding projected admissions by 24.8% through high-impact, multi-channel storytelling.
Digital Experience
I led the redesign of a mobile-first website, optimizing high-traffic landing pages to streamline the customer journey and improve lead generation.
Scalable Marketing Solutions
I developed marketing toolkits and performance-driven landing pages for 24 regional locations, generating 270,000+ impressions across the network.
A Legacy of Craft and Innovation
By the time I moved into the AVP role, I'd built something bigger than a department — a culture of operational discipline. I proved that with the right team and relentless attention to detail, in-house creative could match or beat outside agencies: work that looked exceptional and moved the business. This era forged the credibility and "strategic grit" that let me lead the system's most complex cultural and brand transformations in the decade that followed.
