Strategy is where I start. It is not where I stop.

For 14+ years I've led digital growth for a variety of organizations — with seven-plus inside HIPAA-compliant behavioral health, addiction treatment, wellness, and mental health systems, where the stakes, compliance requirements, and sensitivity of the audience are all higher than most industries. I've reported directly to senior leadership and boards on CAC, LTV, and ROI. I've sat in the room when the question wasn't "can we get more traffic" but "why aren't we profitable" — and been the person accountable for the answer.

At Bradford Health Services, I owned digital branding and customer-journey strategy across 38 treatment facilities and product-managed 23 WordPress properties — but I also built the campaigns, wrote the reports, and owned the A/B tests. The result: a 127% increase in leads and a 256% improvement in web conversion, with Google Ads and organic search as the top-performing channels I personally managed.

At Lakeview Health, I didn't hand off execution to a team of specialists — I was the specialist, across Google Organic, Google Ads, Microsoft Ads, CRO, and marketing automation. I analyzed demand, built personas, wrote the roadmap, and executed campaigns that drove an 86% increase in monthly admissions and a 46% lift in web traffic, while standing up the digital presence for a second facility from a blank slate. That dual fluency — strategic and hands-on — is what a lot of marketing leaders say they want and rarely find in one person.

Patients and families researching treatment move across paid search, paid social, organic search, CTV, and referral sources in ways that don't align with specialty org charts. I've run performance across all of them — Google Ads, Microsoft Ads, Meta, TikTok, YouTube, Performance Max, influencers, and CTV — and, critically, I've connected them. I've owned the cross-platform data pipelines between Meta, Google, and CRM systems like Salesforce and Microsoft Dynamics that let a facility see which channel drove which admission, not just which channel drove a click. At iHeartMedia, that discipline cut cost per acquisition by 46%. At TouchNote, it helped drive the company's first profitable year.

I write the strategy decks. I also build the GA4 implementations, configure the Google Tag Manager containers, manage the WordPress and Elementor builds, run the content strategy and technical SEO audits, and increasingly use AI systems — thoughtfully, not as a shortcut — to speed up content production and surface targeting insights without sacrificing the clinical accuracy and compliance a healthcare brand requires. When something breaks in an integration or a campaign underperforms, I'm the one who diagnoses and fixes it — not the one who escalates it.