KATHLEEN GARDINER
Portland,OR
Summary
Marketing communications professional with nearly 20 years of experience in healthcare, as well as B-to-B and advertising agency experience. I specialize in helping organizations grow by demonstrating their value throughout the customer journey, focusing on increased retention and loyalty. I also have a passion for organizational health literacy equitably helping patients better understand, manage and access healthcare.
Overview
25
25
years of professional experience
1
1
Certification
Work History
Associate Director, Marketing and Patient Communications
Oregon Health & Science University (OHSU)
Portland , OR
05.2021 - Current
- Directed and developed patient-centered communications for OHSU hospitals and clinics to increase customer loyalty and retention, support patient safety and quality initiatives, and assist in improving health outcomes
- Helped achieve business growth goals by successfully developing and executing integrated marketing and communications plans in cross-functional teams
- Implemented customer engagement strategies and content development across enterprise patient communications channels including patient education, billing, patient portal, email marketing, admitting, call center, and wayfinding improving access and closing gaps in care
- Designed and helped launch successful CRM campaigns, including persona development, workflow optimization, and creative messaging, exceeding conversion goals
- Collaborated across teams to test content with patients, incorporate human-centered design principles and track results, which optimized campaigns in real time
- Managed a team of marketing and communications specialists, overseeing strategy execution, project management, and team development
- Supported product launches for digital health offerings with product development, market research, and digital marketing campaigns that drove successful market entry and growth
- Improved operational efficiencies by providing governance across decentralized system and supporting with strategic communications plans, standardized content, templates, health literacy training, and customer journey mapping
- Acted as a marketing product owner within Agile marketing structure developed user stories, planned sprints, conducted retrospectives, and iterated based on insights, improving marketing efficiency
- Led emergency patient communications across clinical programs and key departments including Patient Relations, Legal, Risk Management, and Clinical Informatics.
Senior Marketing Manager
Oregon Health & Science University
Portland , OR
07.2017 - 05.2021
- Responsible for annual marketing plans, branding/awareness, collateral material development and coordination of production, market segment research, competitor profiles, consumer research, and web strategy development for OHSU service lines
- Effectively managed annual marketing budgets for multiple accounts, consistently achieving financial targets and optimizing resource allocation
- Created and launched OHSU Health magazine, a quarterly print and electronic magazine with a circulation of over 100,000 consumers
- This owned channel successfully ran for more than 12 years, and exceeded revenue generation, brand awareness and brand preference goals
- Developed and executed marketing and promotional plans for Cardiovascular Medicine, Orthopedics & Rehabilitation, Spine Center, Neurosciences, Doernbecher Children's Hospital and Emergency Services leading to increased market share
- Developed content and strategy for successful advertising campaigns, internal communications, direct marketing to providers, and public events
- Performed interim market director duties after department experienced 85% turnover in 12 months
- Successfully carried out additional responsibilities including oversight of a $3 million marketing budget, rebuilding the marketing team, supervising staff, reporting directly to Hospital CEO, and maintaining service line growth.
Marketing Director
Hanna Car Wash Systems International, LLC
Portland , OR
07.2003 - 03.2005
- Planned and executed domestic and international marketing communications for a leading equipment manufacturer
- Developed core marketing programs such as product launch, advertising, collateral design, web design, branding, event coordination, tradeshow planning, public relations, market research, and competitive analysis, leading to successful product launches and enhanced market presence
- Communicated marketing messages to an international distributor network representing 40 countries via newsletters, product releases, special events, promotions, and correspondence, which improved distributor engagement and sales performance
- Led cross-functional team from engineering, quality assurance, sales and operations for product development and special projects.
Marketing Manager
Integrated Services, Inc.
Portland , OR
01.2000 - 07.2003
- Directed all marketing efforts for the leading provider of software and point-of-sale systems to the car care industry
- Created and implemented advertising campaign that tripled the number of sales inquiries and resulted in the highest number of qualified sales leads in company history
- Developed marketing plans and budgets for all products
- Supervised tradeshow planning team and was responsible for providing creative direction, monitoring promotions, and increasing foot traffic
- Produced presentations for oil company executives and large chains, which aided the company's growth and becoming the 'exclusive brand' for several major organizations.
Education
Master of Business Administration -
Texas State University
Bachelor of Business Administration - Marketing
The University of Texas at Austin
Skills
- Content Strategy
- Campaign Management
- Project Management
- Strategic Planning
- Marketing Analytics
- Customer Segmentation
- Adobe Creative Suite
- Adobe Workfront
- Microsoft Office
- Miro
Certification
- Artificial Intelligence in Marketing - University of Virginia, Darden School of Business
- Trustworthy Generative AI - Vanderbilt University
- Customer Analytics - University of Pennsylvania, Wharton School of Business
- AI Applications in Marketing and Finance - University of Pennsylvania, Wharton School of Business
- Health Literacy - Institute for Healthcare Advancement
- HubSpot Academy Certifications: Email Marketing, Digital Advertising, Digital Marketing, Content Marketing, Inbound Marketing
Timeline
Associate Director, Marketing and Patient Communications
Oregon Health & Science University (OHSU)
05.2021 - Current
Senior Marketing Manager
Oregon Health & Science University
07.2017 - 05.2021
Marketing Director
Hanna Car Wash Systems International, LLC
07.2003 - 03.2005
Marketing Manager
Integrated Services, Inc.
01.2000 - 07.2003
Master of Business Administration -
Texas State University
Bachelor of Business Administration - Marketing
The University of Texas at Austin
- Artificial Intelligence in Marketing - University of Virginia, Darden School of Business
- Trustworthy Generative AI - Vanderbilt University
- Customer Analytics - University of Pennsylvania, Wharton School of Business
- AI Applications in Marketing and Finance - University of Pennsylvania, Wharton School of Business
- Health Literacy - Institute for Healthcare Advancement
- HubSpot Academy Certifications: Email Marketing, Digital Advertising, Digital Marketing, Content Marketing, Inbound Marketing
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