Strategic Work

A collection of strategic initiatives where I turned marketing complexity into clarity, consistency, and campaign performance.

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Multichannel Revenue Recovery Campaign: $450,000 Generated

Paid Search · Direct Mail · Campaign Strategy · Lead Gen

THE IMPACT

Generated $450,000 in 24-month revenue through a strategic multichannel campaign, delivering four new move-ins and stabilizing underperforming Michigan community occupancy.

THE CHALLENGE

A senior living community experienced a significant occupancy drop, threatening revenue goals and requiring immediate intervention to drive awareness and conversions.

THE SOLUTION

I led a three-part direct mail campaign targeting 5,000+ households, coordinated with a graphic designer for visual consistency across channels, launched aligned Facebook advertising, and optimized the community landing page for enhanced lead capture.

THE RESULTS

Key Skills: Multichannel Campaign Development, Revenue Generation, Vendor Coordination, Strategic Messaging

 

Strategic Call Tracking Rationalization: $10,000+ Annual Savings

Marketing Operations · Vendor Management · Cost Reduction

THE IMPACT

Delivered $10,000+ in annual cost savings by streamlining call tracking infrastructure, reducing redundant systems by 50% while maintaining data accuracy across 20+ communities.

THE CHALLENGE

Provision Living had accumulated 13-15 call tracking numbers per community, double the industry standard of 5-7. Many numbers were inactive yet still generating monthly charges, creating unnecessary spending and reporting complexity.

THE SOLUTION

I conducted a comprehensive audit across all communities in Q4 2024, identifying unused numbers, validating current usage with community teams, and implementing a strategic reduction plan. I repeated the process in Q1 2025 to capture additional inefficiencies.

THE RESULTS

Key Skills: Data Auditing, Cost Optimization, Vendor Management, Process Improvement

Enterprise NPS Survey Deployment: 75% Response Rate Achievement

CX Research · Survey Automation · Time-Sensitive Execution

THE IMPACT

Achieved an exceptional 75% response rate (608 responses from 809 recipients) on enterprise-wide NPS survey, exceeding leadership expectations while delivering under extreme time pressure.

THE CHALLENGE

Leadership prioritized conducting an NPS survey for residents and families, but vendor contract termination left us with only two weeks to find a new solution and meet strategic objectives.

THE SOLUTION

I rapidly developed a comprehensive rollout plan including survey structure, visual design, email templates, and deployment timeline. Created 20 customized community surveys, coordinated CRM integration, and managed strategic two-touchpoint email campaign.

THE RESULTS

Key Skills: Marketing Automation, Survey Design, Crisis Management, Strategic Execution

Referral Partner Newsletter: 13% Engagement Rate Increase

Email Marketing · CRM Segmentation · Referral Strategy

THE IMPACT

Increased referral partner engagement from 33% to 46% open rate through strategic newsletter launch, reaching 2,000+ partners monthly while establishing thought leadership positioning.

THE CHALLENGE

Sales directors lacked consistent communication methods with referral partners, and CRM migration created segmentation challenges, limiting outreach effectiveness and relationship building.

THE SOLUTION

I developed and launched "Partners in Care," a branded monthly newsletter providing value-driven updates and positioning Provision Living as a trusted senior living expert. Managed all aspects from naming and content creation to automation and CRM optimization.

THE RESULTS

March 2025:

April 2025:

Key Skills: Email Marketing, CRM Strategy, Content Development, Campaign Performance Analysis

 

 

 

Marketing Technology Stack Optimization: Enhanced Operational Efficiency

MarTech Strategy · Systems Integration · Process Standardization

Platforms: ActiveDEMAND, Mailchimp, CallRail, SurveyMonkey, Welcome Home CRM, Reputation.com, Canva, Asana, Google Workspace

THE IMPACT

Optimized enterprise marketing technology ecosystem, increasing team adoption and operational efficiency while eliminating redundancies and reducing costs across 11+ integrated platforms.

THE CHALLENGE

Growing marketing technology stack required strategic oversight to balance usability, effectiveness, and cost across diverse community needs and varying user skill levels.

THE SOLUTION

I conducted comprehensive platform audits to identify redundancies, led technical integrations between CRM, survey, and reputation platforms, developed standardized usage guidelines and templates, and served as primary vendor liaison for contract negotiations and support.

THE RESULTS

Current Optimized Tech Stack: Asana, Zapier, Soci, Welcome Home, Aline, Hootsuite, Sprout Social, Reputation.com, Mailchimp, Constant Contact, Canva

Key Skills: MarTech Strategy, Systems Integration, Cost Optimization, Training & Enablement

Local Listings Brand Guide: Google & Apple Business Profile Diagrams

As part of a broader digital consistency initiative, I created a set of visual diagrams to standardize our Google Business and Apple Maps listings across 20+ Provision Living communities. These diagrams served as a practical reference for marketing, sales, and operations teams, ensuring accurate information, optimized categories, and consistent branding across platforms.

I led the content development and collaborated with vendors and internal stakeholders to audit current listings, define key fields (photos, business hours, services), and document update protocols. The diagrams supported a quarterly maintenance schedule, minimized listing errors, and reinforced local SEO performance, while reducing team confusion and ad hoc requests for listing edits.