Transforming Brands Through Strategic Storytelling and Data-Driven Campaigns

Visionary marketing and communications leader with expertise in developing and executing strategic marketing and communication plans that enhance brand visibility, drive multi-channel engagement and deliver measurable outcomes. Skilled in fostering cross-functional collaboration, crafting innovative marketing strategies, and leveraging data-driven insights to achieve organizational goals. Expertise in integrating digital and traditional media to achieve strategic goals while fostering connections through storytelling and innovation.

Core Competencies

Leadership and Team Development: Authentic Leadership | Team Building | Mentoring and Coaching | Emotional Intelligence
Strategic Marketing and Communication: Integrated Marketing Strategies | Digital Marketing Campaigns | Brand Visibility | Social Media Strategy
Operational Excellence: Budget Management | Resource Allocation | Metrics and Tracking Systems | Process Optimization
Industry Knowledge: Healthcare Advocacy | Messaging for Diverse Audiences | Crisis Communications
Tools and Technology: Content Management Systems | Microsoft Office Suite | Google Workspace | Social Media Platforms

Soft Skills and Values

Collaborative Leadership: Builds inclusive, high-performing teams by fostering mutual respect and open communication.
Adaptability: Thrives in dynamic environments, consistently delivering impactful results amid shifting priorities.
Integrity: Leads with transparency and ethical practices, cultivating trust with stakeholders.
Empathy: Balances emotional intelligence with a strategic vision to develop campaigns that resonate with diverse audiences.
Creative Problem-Solving: Leverages innovation to design forward-thinking strategies and overcome complex challenges.

Key Achievements

Achieved 1560% social media engagement growth at Radiant Health Centers.
Generated $140K in annual savings by creating in-house staff training programs.
Recognized with Telly Awards (2011, 2012, 2019) for excellence in video storytelling.
Saved $250K annually by developing innovative in-house production solutions and eliminating outsourcing.
Led comprehensive communication strategies resulting in award-winning campaigns and exceeded goals by 15% annually.
Implemented tracking systems to measure campaign performance, ensuring alignment with key organizational objectives.

PROFESSIONAL EXPERIENCE

Radiant Health Centers, Irvine, CA

Director of Communications & Public Policy

Spearheaded integrated marketing and communication plans, achieving a 1560% growth in social media engagement.
Directed content development and media relationships that helped achieve Federally Qualified Health Center designation, enhancing funding opportunities and organizational credibility.
Modernized website content to drive improved SEO/SEM performance and increase stakeholder visibility.
Led cross-functional teams to achieve 120% of annual communications engagement targets.
Led the development of digital marketing campaigns aligned with the organization’s strategic goals, enhancing brand visibility across multiple channels.
Developed metrics and tracking systems to evaluate campaign performance, driving continuous improvement and measurable outcomes.
Fostered collaboration with cross-functional teams, ensuring the seamless execution of marketing initiatives.

LIBERTY Dental Plan, Tustin, CA

Director of Communications and Marketing, September 2020 to November 2023

Established an in-house marketing department to oversee overall strategic and operational responsibilities for developing and executing corporate communications and marketing initiatives. Managed and developed an internal marketing team to complete daily tasks. Directed outside agencies, vendors, and internal departments to achieve performance results, including project timing, scope, and key performance indicators. Developed and executed marketing plans for various product lines and geographic markets.

Develop the Talents of Others

Developed and mentored new staff to develop new brand standards and produce industry-leading collateral in market expansion.
Coached individual members to develop their individual styles, which helped them expand their responsibilities as the company expanded.

Notable Acknowledgements

Established and implemented corporate brand and style guide and relevant policies and procedures to support branding efforts, consistent with regulatory requirements.
Expanded regional brand to a national presence, helping to facilitate the sale of the company.
Instituted national/regional social media channels for B2B and B2C engagement. Directed reputation management efforts.
Executed brand campaigns for product launches, including teledentistry, BRUSH program, and client and partner contracts.
Developed market strategies and digital campaigns for regional markets, including print, video, and digital platforms.
Directed advocacy efforts to influence state and local policy efforts that affected underserved populations.
Initiated internal and external communications initiatives using the latest technology and resources to impact engagement.
Coordinated regional events for B2B, B2C, and corporate functions, including conventions, training, and community events.

Demonstrating Creativity

Brainstormed and pushed the production of new Core Values modules that connected employees to the company's strategic direction.
Proposed and executed regional brand video commercials in preparation for new contract RFPs that demonstrated community connection. One commercial played during the opening ceremonies for the Winter Olympics in Florida.

Mission Hospital, Mission Viejo, CA

Marketing, Media, Communications & Public Relations/ Media Director, Multimedia Specialist, July 1997 to July 2020

Impart strategic direction, oversight, and messaging for corporate internal/external communications, including brand development and maintenance, website design, advertising, social media, special events, video, and print publications.

Focused daily on imparting direction, management, and messaging for corporate internal and external communications, including brand development and maintenance, website design, advertising, social media, video, and print publications. Deliver strategic leadership for the construction, execution, and allocation of vital communication and marketing plan elements. Initiated competitive analysis, developed brand identity and trust, elevated organizational programs and visibility of priorities, and retained the Creative Department production budget. Guarantee PR and social media campaigns are correctly integrated and voiced across all internal and external channels.

Cost Savings

Eliminated outsourcing and produced cost savings of $250K annually by originating an in-house Production Department to produce training, fundraising, and marketing projects merging desktop design, photography, video production, and media printing.

Notable Acknowledgements

Acknowledged by surveyors for best practice materials in 2002 by orchestrating communication plans for Y2K and JCAHO events, including print, video, publications, and presentations.
Attained 3 Telly Awards in 2011, 2012, and 2019 by outlining and directing fundraising and campaign video modules.
Received outstanding responses from hearing-impaired staff by engineering and establishing new communication vehicles to connect all employees with senior management.
Contributed to building a new customer base by proposing and managing the creation of individual bios and video vignettes that highlighted each physician’s personality, philosophy of care, and passion for serving, which later became the best practice model emulated by other hospitals in the health system.

Demonstrating Creativity

Brainstormed and pushed the production of storytelling vignettes for small projects, evolving into detailed organizational fundraising campaigns and media stories.

Improving the Talents of Others

Handled dozens of in-house training collateral and fundraising modules that formed into corporate national and global best practice training tools, including physician continuing medical education, NTI, Lean Healthcare, and philanthropic campaigns.
Within 3 years, I trained 800+ students to yield $140K in savings by forming the idea to develop and educate in-house computer training courses for staff, including basic computer skills, the Internet, and Microsoft Office products.
Recorded and introduced best practice modules for internal and external training.

CP Communications, San Ramon, CA

Producer/ Production Manager, 1995 to 1997

Directed brand and marketing collateral, including websites, brochures, video content, and conventions for national sales campaigns.

Lucky Stores, Inc., Buena Park, CA

Employee Communications Director, 1992 to 1997

Managed internal communications for 23K employees, including crisis communications and labor strikes.

Actively supported presentation capabilities management for 300+ executives and leadership teams.
Assembled and rolled out internal and external communications for three company presidents, encompassing speeches and informational and crisis-related communications (corporate campaigns for labor negotiations).
Improved associates' professionalism through creating and supporting training and development classes for various work-related functions.

Expanding Images, Irvine, CA

Creative Director, 1992 to 1997

Cultivated and led different client projects and was fluent in intended production, including national sales meetings, print and commercial video, photography, web construction, and design layout, including supervising staff and talent.

NOTABLE AWARDS

Values in Action Nominee for multiple years

2019 Silver Award Recipient at 40th Annual Telly Awards in General Charitable Category

Attained numerous Living Our Values Everyday (L.O.V.E) recognition cards

TECHNICAL SKILLS & QUALIFICATIONS

Environments:

Mac OS X, Windows

Tools:

Microsoft Office (Word, Excel, PowerPoint, Outlook, Publisher)

Adobe Captivate and Creative Suite (Photoshop, Lightroom, Premiere Pro, After Effects, Illustrator, InDesign, Audition, Acrobat)

Marketing Automation Platforms (Salesforce, Hootsuite, Sprout Social, iContact, MailChimp)

Google Analytics

RELATED SKILLS AND EXPERIENCE

Held Creative Director and Production Manager positions for two production companies and ad agencies.
Taught photography and presentation skills courses and taught CPR, including curriculum development.
Served as marketing consultant and special projects coordinator for physician medical groups.
Served as freelance and staff photographer/reporter for Irvine World News in the 1980s.

EDUCATION

Grand Canyon University, Phoenix, AZ – Bachelor of Science, Applied Management, Graduated September 2015 with Honors

California State University, Fullerton, Studied Business Administration & Communications 1986-1988

Irvine Valley College, Associate Arts Degree – General Education 1986

PROFESSIONAL AFFILIATIONS

Health Care Communicators of Southern Califonia, Logistics Chair (2025)

Alpha Chi National Honors Society

Casa Teresa Women's Shelter

Saddleback College Foundation

PROFESSIONAL CERTIFICATES / SEMINARS

American Heart Association Basic Life Support/HeartSaver CPR Instructor (2006-2022)

Greenbelt Certified in Lean Healthcare (2013)

Technical Business Writing

Spiritual Care Volunteer Training

ENDORSEMENTS

“He is great at listening to the needs and accurately and professionally anticipating needs in the work he is doing… Always exceeded my needs by making things better and more professional than my direction or requests would have resulted in.”

Michael Beck, V.P Operations, Mission Hospital Laguna Beach for Performance Appraisal

“Encouraging and supportive of others…Insightful with a fresh approach…Thinks ‘out of the box’.”

Anne MacRae, Clinical Educator for Performance Appraisal

“Your passion and commitment to this effort continues to amaze and inspire everyone.”

Peter Bastone, former President & CEO/Markie Cowley, former Executive Vice President & COO following JCAHO survey for Mission Hospital

“His creative talents and dedication make him the best in his field.”

Greg Thomas, MD, MPH at Mission Internal Medical Group for Performance Appraisal.

“…He uses his creative energy and ideas to ‘bring to life’ the speaker’s vision.”

Mary Kay Bader, RN, MSN in nomination form for Values In Action Awards