Bethany Guzman
Aurora,IL
Summary
Strategic regional marketing manager with over 12 years of experience in customer service operations and healthcare marketing across a multi-site organization. Led successful marketing initiatives for 240+ locations, collaborating with executive leadership to enhance customer acquisition, retention, and revenue growth. Developed data-driven strategies that improved customer engagement and operational effectiveness while optimizing digital channels. Recognized for building partnerships and translating complex challenges into actionable strategies that drive sustainable growth.
Overview
13
13
years of professional experience
Work History
Regional Marketing Manager
VCA Hospitals
Aurora, IL
02.2023 - Current
- Directed regional marketing strategy for 243+ veterinary hospitals in collaboration with executive leadership.
- Developed customer acquisition and retention initiatives to drive revenue growth.
- Analyzed market trends and customer behaviors to identify growth opportunities.
- Supported regional business planning through performance reporting and competitive analysis.
- Optimized customer-centric programs, enhancing advanced booking, wellness, and home delivery services.
- Managed cross-functional projects integrating operations, digital marketing, and client experience.
- Provided strategic consultation to hospital leadership, improving marketing effectiveness.
- Trained groups of up to 400+ individuals monthly on platform utilization and campaign execution.
- Identified potential strategic partnerships to increase brand awareness within the region.
- Established relationships with media outlets within the region to promote company initiatives and news releases.
- Coordinated with internal teams across departments such as design, production, legal, and finance.
- Delivered marketing strategy updates to upper-level management.
- Interviewed and hired talented individuals to add value to the marketing team.
Local Marketing Manager
VCA Hospitals
Aurora, IL
05.2022 - 02.2023
- Supported marketing strategies and growth initiatives across 75 hospitals in the Heartland region.
- Collaborated with regional operations directors to identify local growth opportunities.
- Developed customized marketing plans tailored to specific hospital needs.
- Executed regional campaigns targeting customer acquisition and client retention.
Marketing Manager
VCA Animal Hospitals – Austin & San Antonio, TX
San Antonio, Texas
01.2020 - 05.2022
- Managed marketing initiatives for 18 hospital locations across Austin and San Antonio.
- Developed content strategies to optimize website performance through SEO best practices.
- Oversaw online reputation and social media management via Reputation.com.
- Executed tailored digital and print marketing materials aligned with hospital goals and community needs.
- Led marketing projects from concept to execution, ensuring alignment with budget and timelines.
- Coordinated branding and environmental design projects to enhance client experience.
Internal Marketing Specialist
VCA Becker Animal Hospital – San Antonio, TX
San Antonio, Texas
06.2015 - 01.2020
- Executed internal and external marketing initiatives to enhance hospital visibility and client engagement.
- Developed content strategies and social media campaigns, boosting audience engagement and community awareness.
- Coordinated large-scale events and employee engagement initiatives for over 100 team members.
- Managed vendor relationships and promotional projects, including facility redesign efforts and marketing communications.
- Analyzed customer interactions and market trends to guide campaign development and strategic business decisions.
Client Service Representative Manager
VCA Becker Animal Hospital – San Antonio, TX
San Antonio, Texas
03.2013 - 06.2015
- Cultivated strong client relationships through compassionate communication and effective problem resolution, resulting in increased client loyalty.
- Delivered exceptional client service, supporting patient care operations in a fast-paced veterinary hospital.
- Educated clients on preventive healthcare treatment plans and financial options available.
- Coordinated administrative functions and appointment scheduling, improving operational workflows and client satisfaction.
- Managed overnight operations, facilitating critical decision-making for patient care and client needs.
- Trained team members on operational expectations, fostering a culture of high-quality service delivery.
Education
BBA - Marketing
The University of Texas At San Antonio
San Antonio, TX06-2020
Skills
- Digital marketing strategy
- Market analysis
- Revenue growth
- Office suite proficiency
- Reputation management tools
- Social media management
- Website analytics
- SEO optimization
- Content management systems
- Digital advertising platforms
- Project management tools
- Performance reporting
- Client relationship management
- Collaboration skills
- Communication skills
- Team training
- Report presentations
- Creative thinking
- Negotiation skills
- Event planning
- Behavior analysis
Timeline
Regional Marketing Manager
VCA Hospitals
02.2023 - Current
Local Marketing Manager
VCA Hospitals
05.2022 - 02.2023
Marketing Manager
VCA Animal Hospitals – Austin & San Antonio, TX
01.2020 - 05.2022
Internal Marketing Specialist
VCA Becker Animal Hospital – San Antonio, TX
06.2015 - 01.2020
Client Service Representative Manager
VCA Becker Animal Hospital – San Antonio, TX
03.2013 - 06.2015
BBA - Marketing
The University of Texas At San Antonio