Case Studies
These projects reflect the heart of my work: bringing clarity to chaos, supporting teams, and building systems that make great ideas possible. Each one is rooted in collaboration, care, and a drive to create a lasting impact.
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Call Tracking Optimization & Cost Savings Platform/Tools Used: CallRail, Internal CRM, Vendor Invoices |
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SITUATION Over time, Provision Living had accumulated 13 to 15 call tracking numbers per community, well above the industry standard of 5 to 7. Many of these numbers were no longer in use, yet we continued to be billed for them. This misalignment resulted in unnecessary spending and a lack of visibility into actual call activity. |
TASK Audit, evaluate, and eliminate unused or redundant call tracking numbers to align with industry benchmarks and reduce wasteful spending, without compromising marketing data accuracy or operational efficiency.
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ACTION In Q4 2024, I conducted a comprehensive audit of all active call tracking numbers across communities. I identified unused numbers, traced source attribution, collaborated with community teams to validate usage, and implemented a strategic reduction plan. I repeated the process in early 2025 to catch any lingering inefficiencies and maintain streamlined usage. |
RESULTS
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KEY SKILLS: Data Auditing, Cost Optimization, Vendor Management, Process Improvement, Platform Oversight
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Marketing Tech Stack Oversight & Optimization Platform/Tools Used: ActiveDEMAND, Mailchimp, CallRail, SurveyMonkey, Welcome Home CRM, Reputation.com, Canva, Asana, Google Workspace
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SITUATION |
TASK Evaluate, implement, integrate, and maintain key marketing tools while ensuring cross-functional alignment, internal adoption, and strong vendor relationships. |
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ACTION I audited the usage and effectiveness of our existing marketing tools to identify redundancies and eliminate unnecessary spending. I led the technical integration of our CRM with both survey and reputation platforms, ensuring a smooth data sync and reliable performance. To promote consistency and adoption, I developed standardized usage guidelines, templates, and workflows that facilitate efficient and effective use. I also served as the primary liaison with multiple vendors, coordinating demos, negotiating contracts, and managing ongoing support.
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RESULTS I increased team adoption and trust in marketing systems by implementing streamlined processes, clear documentation, and accessible support. Through this foundation, I helped create a more agile, measurable marketing operations ecosystem—one where teams could move faster, track impact more clearly, and rely on consistent tools to support their goals.
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CURRENT TECH STACK
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KEY SKILLS: MarTech Strategy, Systems Integration, Cost Optimization, Vendor Management, Training & Enablement
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2025 Net Promoter Score (NPS) Survey Rollout Platform/Tools Used: SurveyMonkey, Welcome Home CRM, Canva (for graphics), Google Docs (planning), Email templates |
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SITUATION One of Provision Living’s strategic leadership priorities was conducting a Net Promoter Score (NPS) survey for residents and their families. The original plan involved using our Reputation Management platform, but the vendor contract was under review and ultimately terminated, leaving us with two weeks to find a new approach and meet leadership’s expectations. |
TASK Create and implement a scalable solution for deploying NPS surveys across all communities within a tight two-week window, while ensuring survey clarity, visual consistency, and high response rates. |
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ACTION I developed a comprehensive rollout plan that included survey structure (question count and type), graphic needs, email templates, and a deployment timeline. I created 20 individual surveys using SurveyMonkey, customized by community, and coordinated with our Welcome Home CRM database to send the survey to 809 contacts. I managed two key email touchpoints—launch day and a follow-up on day four—to maximize engagement. |
RESULTS The project yielded 608 completed surveys from 809 recipients—an exceptional 75% response rate. Leadership expectations were not only met, but exceeded, and the process created a replicable framework for future survey initiatives. |
KEY SKILLS: Marketing Automation, Survey Design, Workflow Planning, Strategic Execution, CRM Management
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Referral Partner Newsletter Launch: Platform/Tools Used: Mailchimp, Welcome Home CRM, Canva (newsletter design), Google Docs (content planning) |
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SITUATION Provision Living’s Directors of Sales were managing databases of referral partners but lacked a consistent, scalable method of communication. Additionally, the migration to a new CRM grouped all referral sources into one category, creating sorting and outreach challenges. |
TASK Design and implement a communication strategy to help sales directors reconnect with referral partners, establish thought leadership, and foster ongoing collaboration despite CRM segmentation limitations. |
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ACTION I proposed and developed a branded monthly newsletter, Partners in Care, using Mailchimp. The goal was to close the communication gap, provide value-driven updates, and spotlight Provision Living as a trusted expert in senior living. I oversaw everything from naming and content creation to layout and automation. I also helped refine the CRM export process to improve list segmentation for future sends. |
RESULTS March 2025 Issue:
April 2025 Issue:
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KEY SKILLS: Email Marketing, CRM Strategy, Content Development, Stakeholder Alignment, Campaign Performance Analysis
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Empower 2025: Company Conference Marketing & Awards Coordination Platforms/tools used: Asana, Outlook, Dropbox, Google Sheets |
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SITUATION Empower is Provision Living’s annual company conference, designed to help team members thrive, grow, and connect. For the 2025 event, I joined the planning committee and took ownership of coordinating all marketing assets and award fulfillment, critical components to ensure a polished, branded, and memorable experience. |
TASK Lead the creation, production, and delivery of all printed materials and awards for the conference, starting from initial planning in November 2024 through the event in Spring 2025. |
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ACTION I partnered with our graphic designer to scope, proof, and manage production for various conference materials. I also oversaw vendor coordination for print delivery and quality checks. Each asset was planned to support wayfinding, recognition, engagement, and brand consistency throughout the event. |
RESULTS Successfully delivered the following assets for Empower 2025:
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KEY SKILLS: Event Marketing Coordination, Vendor Management, Asset Planning, Cross-Functional Collaboration, Print Production Oversight
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Multichannel Promo Campaign to Boost Platforms/Tools Used: Asana, Meta Business Suite, Outlook, Mailhouse, ActiveDEMAND |
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SITUATION One of our senior living communities in Michigan was experiencing a significant drop in occupancy, which posed a direct threat to revenue goals. Leadership needed a targeted marketing effort to support move-ins and stabilize performance in that market. |
TASK As Marketing Project Manager, I was responsible for leading a high-impact promotional campaign that could drive immediate awareness and conversions, using both traditional and digital channels to reach prospective residents and their families.
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ACTION I developed a three-part direct mail campaign highlighting key benefits of senior living and partnered with a mailhouse to target over 5,000 households. Collaborating with the graphic designer, I ensured visual consistency across direct mail, Facebook ads, and landing pages. I launched a Facebook campaign in alignment with the mailers and updated the community’s landing page to enhance the user experience and improve lead capture. |
RESULTS
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Key Skills: Multichannel Campaign Development, Targeted Direct Mail Marketing, Vendor Coordination, Cross-Functional Collaboration, Project Management, Strategic Messaging and Brand Consistency, Data-Driven Marketing Execution
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Leading Through Transition: Team Downsizing Support Platform/Tools Used: Asana, Google Drive, Email, One-on-One Meetings |
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SITUATION In Fall 2024, our marketing team underwent a significant organizational shift, resulting in team reductions. This period brought uncertainty, emotional weight, and operational disruption to the department. |
TASK As Senior Marketing Operations Manager, I guided our remaining team members through the transition, ensuring that morale, clarity, and workflow integrity were maintained despite the challenging circumstances. |
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ACTION I prioritized open communication, consistency, and emotional support. I worked closely with each team member to rebalance workloads, update project timelines, and ensure nothing fell through the cracks. Behind the scenes, I kept our systems organized, updated documentation, and adjusted workflows in Asana to reflect our new capacity, all while maintaining quality. I also provided a steady presence for those navigating job uncertainty, showing up as both a teammate and leader. |
RESULTS While there are no performance metrics tied to this work, the outcome was a steady continuation of operations, a preserved sense of team cohesion, and a foundation that allowed us to rebuild with purpose. It was one of the most human and meaningful leadership moments of my career. |
KEY SKILLS: Change Management, Emotional Intelligence, Leadership Under Pressure, Workflow Stabilization, Team Support