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After acquiring a Maryland-based Medicaid Managed Care Organization (MCO), CareFirst CHPMD faced a critical challenge: to revive the newly acquired plan, rebuild consumer trust, and reestablish its presence in a competitive Medicaid marketplace. To succeed, the organization needed to deeply understand what drives Medicaid members’ decisions—how they choose plans, what influences switching behavior, and which messages inspire trust and retention. I led a two-phase market resea

As social media becomes the new marketplace, influencer credibility is redefining how brands connect with the next generation of consumers. My doctoral research, The Trust Factor: What Motivates Gen Z to Buy from Influencers, examined how credibility—defined by attractiveness, trustworthiness, and expertise—influences Gen Z’s attitudes toward Instagram ads, the brands featured, and their purchase intentions. ​ Through a two-phase mixed-methods design combining survey data fro

The Heart Rhythm Society (HRS) plays a vital role in advancing research, education, and innovation for cardiac rhythm disorders worldwide. I led a global communications and sponsorship campaign that connected cardiologists, corporate partners, and caregivers through practical resources designed to prevent sudden cardiac death and improve patient outcomes. Through data-driven strategy and collaboration with sponsors like Boston Scientific and Medtronic, the campaign transforme

When cybersecurity became mission-critical to national defense, the U.S. Navy turned to the National Institutes of Health Information Technology Acquisition and Assessment Center (NITAAC) for secure, turnkey IT solutions that could accelerate modernization across 20 branches worldwide. Through targeted digital marketing, automated workflows, and executive thought leadership, I helped NITAAC deepen its engagement with senior Navy leaders—supporting more than $1.7 billion in IT

In the aftermath of the COVID-19 pandemic, the Centers for Disease Control and Prevention (CDC) faced intense scrutiny for gaps in data visibility and response coordination. Determined to rebuild public trust, the agency began modernizing its digital infrastructure—integrating AI-driven predictive analytics and data automation to anticipate disease trends before they spread. Through a strengthened partnership with the National Institutes of Health Information Technology Acqui

We’re proud to announce that   Pavement Technical Solutions (PTS)   has been   officially awarded the Commonwealth of Virginia Statewide Airports Pavement Management Study 2025   — a significant milestone that underscores our commitment to advancing airport infrastructure across the state. This project is being   led by the Virginia Department of Aviation , with the majority of funding   provided through a grant from the Federal Aviation Administration (FAA) . PTS will lead s

When September marked Healthy Aging Month, Blue Rock Care didn’t just join the conversation—it changed it. In a city where many seniors feel overlooked, the team launched a campaign that transformed aging from something to manage into something to celebrate. Through storytelling, community partnerships, and on-the-ground outreach, the campaign reframed what it means to live well later in life—making healthy aging a movement, not a message. Challenge Too often, health campaign

Once recognized as a premier national conference, the Heart Rhythm Society’s (HRS) Annual Scientific Sessions needed to evolve into a truly global gathering—uniting more than 13,000 cardiac leaders. To achieve this, I led an integrated marketing and media strategy. From managing the on-site media room to driving international storytelling and global advertising, the campaign positioned HRS as a unifying force in cardiovascular science. This connected professionals across 40 c

When Marriott acquired Starwood Hotels, it captured the loyalty of younger, experience-driven travelers—leaving legacy brands like Waldorf Astoria at risk of feeling dated. I led the global brand strategy and campaign that redefined Waldorf’s image for a new generation, evolving it from traditional grandeur to experiential sophistication. The initiative preserved the brand’s heritage while infusing it with cultural relevance, digital storytelling, and modern appeal across glo

When the COVID-19 pandemic disrupted every sector of healthcare, the American Nurses Association (ANA) faced an urgent need to support and re-engage more than 4 million nurses nationwide. The organization was challenged to position itself as the authoritative voice for nurse wellness, safety, and advocacy at a time when the workforce was overwhelmed, disengaged, and emotionally exhausted. The goal was to strengthen ANA’s national presence, increase program funding, and restor

In a healthcare environment marked by moral complexity and shifting public trust, the American Nurses Association (ANA) sought to reaffirm the ethical foundation of the nursing profession. The annual Code of Ethics brand campaign transformed a longstanding professional standard into a dynamic, values-driven movement—reaching over 4 million nurses and nursing students through a $2 million integrated media initiative. Anchored in storytelling, education, and digital engagement,

For decades, workplace violence was seen as “part of the job” in nursing. The   End Nurse Abuse   campaign challenged that mindset and transformed it into a national movement for change. I led the brand strategy and creative direction that repositioned the issue from a tolerated workplace hazard to an urgent public health and policy priority—mobilizing nurses, legislators, and the public to stand together against violence in healthcare settings. Through unified messaging, vid

When most federal agencies thought of the National Institutes of Health (NIH), they associated it with medical research excellence, not digital transformation. That knowledge gap limited how agencies viewed the potential of NITAAC’s IT acquisition programs to strengthen federal health systems. To change that, NITAAC University was launched—an online learning platform designed to teach federal acquisition professionals how to leverage IT solutions to modernize systems, streaml