Summary
Overview
Work History
Education
Skills
Websites
Awards
Timeline
Generic

DIANA CUMMINS

Arlington,VA

Summary

Specialization in healthcare communications and strategic marketing with a focus on behavior adoption through effective messaging and team leadership. Proven track record at Booz Allen since 2014, leading communications projects for CDC, DoD, and NIH, managing teams of up to 14 FTE. Expertise in product positioning, integrated campaign management, and stakeholder enablement, with a strong emphasis on performance measurement and program adoption strategies.

Overview

15
15
years of professional experience

Work History

Health Communications and Marketing Lead

BOOZ ALLEN HAMILTON, INC.
10.2014 - Current
  • Company Overview: A government consulting and technology company. Website: [Booz Allen](https://www.boozallen.com)
  • Leads go-to-market strategy for CDC digital modernization initiative, driving adoption of new data integration capabilities among over 30 state, tribal, local, and territorial public health departments.
  • Develops comprehensive product marketing materials including technical fact sheets, competitive positioning documents, success stories, and benefits communications that 'sell' program participation to stakeholder organizations.
  • Execute stakeholder enablement strategy through cross-functional collaboration with onboarding coordinators and engineers, providing stakeholders with tools and messaging to secure internal buy-in for program adoption.
  • A government consulting and technology company. Website: [Booz Allen](https://www.boozallen.com)

Communications Lead, Internal CDC Response Program

BOOZ ALLEN HAMILTON, INC.
01.2024 - 05.2024
  • Company Overview: A government consulting and technology company. Website: [Booz Allen](https://www.boozallen.com)
  • Led product marketing strategy for internal CDC workplace program, utilizing social marketing and change management to drive staff adoption of high profile emergency response program.
  • Developed competitive positioning and messaging that successfully 'sold' program enrollment to CDC employees, achieving client goal of 3,000 enrollees.
  • Created comprehensive product launch campaign including targeted emails, newsletters, promotional videos, and intranet content to drive program awareness and adoption.
  • A government consulting and technology company. Website: [Booz Allen](https://www.boozallen.com)

Communications Subject Matter Expert, NIH Antiviral Program for Pandemics

BOOZ ALLEN HAMILTON, INC.
06.2022 - 09.2022
  • Company Overview: A government consulting and technology company. Website: [Booz Allen](https://www.boozallen.com)
  • Developed comprehensive outreach plan to promote antiviral research program across multiple channels to target research audiences.
  • Created rough order of magnitude (ROM) for three implementation levels, demonstrating strategic planning and budget consideration.
  • A government consulting and technology company. Website: [Booz Allen](https://www.boozallen.com)

Ready Reliable Care Communications Workstream Lead, DoD DHA

BOOZ ALLEN HAMILTON, INC.
09.2021 - 05.2022
  • Company Overview: A government consulting and technology company. Website: [Booz Allen](https://www.boozallen.com)
  • Led team of 3.5 FTE to develop and implement product marketing strategy for workplace performance program targeting DHA senior leaders.
  • Developed a multi-year communications plan to drive the next several years of Ready Reliable Care (RRC) communications, including a comprehensive go-to-market plan to 'sell' adoption of new workplace performance and quality expectations across 27 priority projects.
  • Developed, gained approval, and helped produce five videos featuring DHA senior leaders championing their support of RRC including the DHA Director and the three Service Surgeons General.
  • Executed product launch strategy including five executive videos featuring DHA leadership and coordinated messaging placement to drive organizational buy-in and program adoption.
  • A government consulting and technology company. Website: [Booz Allen](https://www.boozallen.com)

Deputy Project Manager & Creative Strategy Lead, DoD Defense Health Agency Health (DHA) Behavior Change Campaigns

BOOZ ALLEN HAMILTON, INC.
10.2017 - 03.2021
  • Company Overview: A government consulting and technology company. Website: [Booz Allen](https://www.boozallen.com)
  • Managed cross-functional team of 14 FTE across for three award-winning health behavior change campaigns targeting U.S. military service members: tobacco cessation (YouCanQuit2), responsible alcohol consumption (Own Your Limits), and prescription drug safety and illicit drug prevention (Too Much to Lose).
  • Developed comprehensive messaging and positioning strategies to drive behavior adoption.
  • Executed integrated go-to-market strategy including three responsive websites with 24/7 live chat, social media, advertising, and custom content development to drive behavior adoption.
  • Created brand positioning materials and stakeholder resources while incorporating TRICARE benefit information in campaign materials to support service member healthcare access.
  • Conducted market research including focus groups with over 250 service members across 8 U.S. and international locations to inform messaging and positioning strategies.
  • A government consulting and technology company. Website: [Booz Allen](https://www.boozallen.com)

Deputy Strategic Communications Workstream Lead

BOOZ ALLEN HAMILTON, INC.
01.2014 - 01.2017
  • Company Overview: A government consulting and technology company. Website: [Booz Allen](https://www.boozallen.com)
  • Developed strategic communications plans and leadership playbooks for Ready Reliable Care.
  • A government consulting and technology company. Website: [Booz Allen](https://www.boozallen.com)

Manager, Communications

MCI USA (ASSOCIATION MANAGEMENT COMPANY)
06.2012 - 10.2014
  • Managed communications and marketing strategies for 15 non-profit association clients, including healthcare-focused organizations.
  • Led organizational rebrands and go-to-market strategies for annual conferences and special events, managing full project lifecycle.
  • Oversaw development and production of multi-channel communications including magazines, newsletters, white papers, and digital content.
  • Collaborated directly with client leadership and boards of directors to define strategic initiatives and execute communications strategies.

Manager/Administrator, Association Services

MCI USA (ASSOCIATION MANAGEMENT COMPANY)
09.2010 - 05.2012
  • Developed and managed content strategy across websites, social media, newsletters, and email marketing campaigns.
  • Utilized CRM systems (Avectra Netforum) for membership marketing, email campaigns, and event promotion.

Education

M.P.H. - Community Health Promotion

George Mason University

B.A. - English Literature

University of Virginia

Level 4 Social Marketing Certificate -

Chartered Institute of Marketing

ICAgile Certified Professional (ICP) -

The International Consortium for Agile

Skills

  • Marketing Strategy
  • Go-to-Market Planning
  • Market research
  • Cross-Functional Leadership
  • Strategic Messaging
  • Campaign Management
  • Stakeholder Engagement
  • Competitive Positioning
  • Performance Measurement

Awards

  • 03/2023, Collective Ingenuity, for staffing leadership on TRICARE Marketing proposal
  • 01/2022, Unflinching Courage, for going above and beyond on HRO PIO contract
  • 02/2021, Passionate Service, as deputy project manager for DoD Campaigns
  • 01/2020, Champions Heart, for excellent leadership
  • 2016-2019, Multiple additional awards, for leadership and client delivery

Timeline

Communications Lead, Internal CDC Response Program

BOOZ ALLEN HAMILTON, INC.
01.2024 - 05.2024

Communications Subject Matter Expert, NIH Antiviral Program for Pandemics

BOOZ ALLEN HAMILTON, INC.
06.2022 - 09.2022

Ready Reliable Care Communications Workstream Lead, DoD DHA

BOOZ ALLEN HAMILTON, INC.
09.2021 - 05.2022

Deputy Project Manager & Creative Strategy Lead, DoD Defense Health Agency Health (DHA) Behavior Change Campaigns

BOOZ ALLEN HAMILTON, INC.
10.2017 - 03.2021

Health Communications and Marketing Lead

BOOZ ALLEN HAMILTON, INC.
10.2014 - Current

Deputy Strategic Communications Workstream Lead

BOOZ ALLEN HAMILTON, INC.
01.2014 - 01.2017

Manager, Communications

MCI USA (ASSOCIATION MANAGEMENT COMPANY)
06.2012 - 10.2014

Manager/Administrator, Association Services

MCI USA (ASSOCIATION MANAGEMENT COMPANY)
09.2010 - 05.2012

M.P.H. - Community Health Promotion

George Mason University

B.A. - English Literature

University of Virginia

Level 4 Social Marketing Certificate -

Chartered Institute of Marketing

ICAgile Certified Professional (ICP) -

The International Consortium for Agile

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