Covered California

Lead marketing for Covered California, the state of California's healthcare exchange. 
Focused on the strategic pillar of Reaching Californians, the Marketing Division is “unwavering in our pursuit to reach Californians and connect them to comprehensive and affordable coverage.”

Our Marketing Division drives enrollment and retention. Its remit includes research and consumer insights, brand strategy, advertising, media planning, social media, direct-to-consumer communications, and marketing operations. We work closely with our teammates from all Covered California divisions to achieve the organization's strategic goals of maximizing coverage and access to affordable, high-quality, and equitable healthcare for all Californians.

Director, Marketing Division

Kaiser Permanente

Responsible for promoting the Kaiser Permanente brand and growing membership and retention in the two largest regions in the KP footprint - Northern and Southern California. 

Develop and implement full-funnel strategy (i.e., brand advertising, digital, social media, local sponsorships, and performance marketing) to drive acquisition and retention. Collaborate with teams including Communications and Government and Community Relations to grow brand reputation and willingness to consider in an integrated approach featuring paid, earned, and owned media.

Director, National Brand Advertising - California Regional Marketing 

Launched the Integrated Agency Team (IAT) to manage overall relationship with agency partners and facilitate collaboration between agencies and functional teams.

Director, National Brand Advertising - Integrated Agency Team 

Burbank Water & Power

Drive customer engagement and manage all cross-discipline marketing to help Burbank's residential and commercial customers embrace the future. Proven leader and change agent managing internal creative teams, project managers, advertising, digital, and PR agencies, and strategic consultants. 

Track record of delivering successful marketing campaigns, managing portfolios of complex creative and operational projects, and facilitating alignment of key stakeholders including teammates, partner agencies, community members, elected policymakers, and industry peers.

Head of Marketing and Transportation Electrification Programs, Public Information Officer (PIO)

CorePoint 1 Management Consulting

Lead engagements focusing on customer experience (CX), marketing and outreach, business process re-engineering, and program management for utilities including Southern California Edison, Los Angeles Department of Water and Power, and Burbank Water and Power. Subject matter encompasses marketing, customer experience, customer journeys, electric vehicle (EV) customer programs, net energy metering (solar), time-of-use (TOU), and energy conservation programs.

Senior Project Manager

STAGE3 AGENCY

Co-founded creative agency focusing on established and digital media, servicing leading automotive clients including Toyota, Alpine Electronics, and other leading brands. Account director and strategist for Toyota Motor Sales account including Scion, Toyota, and Lexus.

Led business development efforts and spearheaded development of new service offerings including learning and development, digital gamification, and app. development.

Director of Client Services and Strategy

Tri-Mountain

Revitalized a corporate apparel business. Landmark accomplishments included increased sales from $51MM to $70.5MM in three years, the launch of 200 new styles for the 2012 collection, a 15% revenue increase with average gross margins expanding by 5% and improvement of systems and processes across legal, sales, IT, CRM, finance, and forecasting.

Chief Operating Officer

Supervised a merchandising team of nine and led the launch of three new brands. Overhauled corporate identity, improved sales and marketing campaigns, and adopted a consistent brand image that resulted in an overall increase of online orders by 30%, of new leads up to 220%, and year over year revenue growth of 20%.

Vice President of Sales and Marketing

turn3 Creative

Provided graphic and product design services for leading automotive brands including BMW, Mini, Toyota, Scion, Lexus, BMW, Nissan, Infiniti, and the Petersen Automotive Museum as well as for major consumer brands such as Red Bull, Panda Express, Taco Bell, and KAPLAN.

Creative Director

American Racing Equipment, Inc.

Director of Brand Management

Brand Manager

Arthur Andersen Business Consulting

Senior Consultant

I am a mission-driven marketing leader with over 20 years of experience in developing and implementing strategic campaigns, managing complex projects, and aligning diverse stakeholders. At Covered California, I lead a team of highly committed marketers responsible for designing, planning, implementing, and optimizing all marketing efforts for the nation's largest healthcare exchange. 

I am passionate about creating positive social impact through my work. I have a strong interest in sustainability, environmental issues, and the key social determinants of health. I have a master's degree in energy and environmental law and policy, and I have led marketing, customer engagement, and sustainability programs at leading utilities in California. 

I am certified in project management, agile, and scrum. I lead teams in delivering tangible results and developing a culture of innovation.

Posts are my own. 



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