Product Marketing & Websites
My background in marketing automation and product development experience give me the skills to act as a triple threat. Specializing in marketing, operations and product knowledge. Taking business goals and translating them into high performing products and strategic marketing campaigns.
WEBSITE DEVELOPMENT WORK
My team was not only tasked with developing new product concepts. We also needed to create and execute branding, and the go to market strategy. Almost every concept required us to create a corresponding website, or a dedicated page on an existing website.
Working collaboratively across internal teams and with external clients on partnership projects. I served as project manager in addition to product developer and product marketer — generating over $5M in new product sponsorship sales.
AHA HOSTED BUYER FORUM
An invitation only showcase connecting sponsors and healthcare executives who are interested in marketplace solutions.
Under my direction this product saw a 10X sales increase and 450% increase in registrations. Creating a valuable experience at two AHA national conferences.
AHA AFFINITY FORUM
This three part webinar series was created for healthcare solution providers to establish themselves as credible subject matter experts on key hospital issues. Each panel discussion features a member hospital and AHA thought leader on the topic.
Exceeding lead generation targets by 290% on average by identifying the right audience and focusing on issues that mattered to them.
AHA + CONCORD HEALTH
https://www.aha.org/concord/case-studies
The AHA collaborated with Concord Health and its portfolio companies to compile resources providing AHA members with more information about innovative solutions to key hospital issues.
I worked with our website developers to introduce a content filtering feature allowing users to personalize their experience — resulting in a 50%+ website conversion rate and 2,800+ downloads with zero paid promotions.
AHA TRANSFORMATION TALKS
https://www.aha.org/aha-transformation-talks
Video education series created in partnership with iProtein. This product gave sponsors the ability to create educational thought leadership alongside AHA’s subject matter experts and hospital leadership teams.
25+ hospitals and healthcare service providers participated across two seasons.
AHA DIGITAL PULSE
https://www.aha.org/center/aha-digital-pulse
Hospital benchmarking assessment tool created in partnership with AVIA Health. Recruiting hospitals to participate in a guided assessment of their digital front door, behavioral health, and perinatal care capabilities.
60+ hospitals, and 100+ healthcare executives, participated in the comprehensive analysis of their services and technology stack.
AHA ASSOCIATE PROGRAM
https://sponsor.aha.org/associate-program/associates
A B2B product connecting healthcare solution and service providers with the hospital workforce and 5,000+ hospitals in the united states.
My team was responsible for launching this product and delivering over $4M in sales.
AHA BRINGING VALUE SERIES
https://sponsor.aha.org/bringing-value-series
This podcast series was created to give solution providers a new way to connect with the hospital audience, and highlight their relationship with the AHA.
I was responsible for taking the new product to market and growing an audience. The series has gone on to record 100+ episodes and helped form a strategic partnership with Dr. Podcasts.
PRODUCT MARKETING WORK
In addition to building websites I was also responsible for our product marketing and marketing automation strategy. Always ready to wear several hats at the same time, acting as:
Marketing Automation Manager
Email Marketing Manager
Campaign Performance Analyst
Product Development Manager
Account Manager
Project Manager
Product Marketing Manager
I was closely involved with every go to market touchpoint, product management measurement and the operations connecting the framework of our products.
My unique perspective on how to make great marketing is shaped by a thorough understanding of how things work, who they are meant to resonate with, and how users expect that to happen.
As product owner of the AHA Hosted Buyer Forum I oversaw three consecutive years of sales growth and increased attendance. Including a 10x increase in sales in three years, and a 450% increase in registrations.
Those results didn’t happen by accident.
PODCAST SERIES GROWTH MARKETING
Promotional emails were launched in 2021. Within a year there were substantial improvements in product performance:
97% increase in email open rates
147% increase in the average number of website pageviews
239% increase in the average number of unique email openers
250% increase in email click rates
Product improvements were made with product strategy in mind.
This series is a lead gen focused product, so development work focused on ways to improve lead gen quality.
Rather than start from scratch I created a way for my product team to target the people in our CRM who actively responded. Rewarding and reengaging people who wanted to tune in to our podcast series.
Each execution of the podcast series had a triggered report adding openers and clickers to a centralized list.
This list building exercise allowed my team to identify the most engaged audience segments and use that as a resource to optimize product performance.
We kept the new series top-of-mind by using a newsletter to promote in between episodes, and keep our target audience engaged as the product found its footing.
AHA BRINGING VALUE PODCAST SERIES
This podcast series was created to give solution providers a new way to connect with the hospital audience, and highlight their relationship with the AHA. Each episode had a dedicated page on the AHA website providing sponsors with additional visibility.
It was also created as a lead generation vehicle for sponsors. Each podcast episode had 1-2 dedicated promotions which were used to create lead generation reporting.
This was one of the most popular features added to the AHA Associate Program product with over 100 episodes recorded.
The buy-in and participation from sponsors laid the foundation for a partnership with Dr. Podcasts to take over production of the series. Visit their archive to check out the full list of episodes.
