Laura Squires

Company Overview: Largest customer-owned health insurer in the U.S., including Blue Cross and Blue Shield plans, Dearborn Group, Prime Therapeutics, Luminare Health, Innovista, Medecision, Availity and Collective Health.

Director, Digital Publishing Group (2025-Present)

• Expanded role to create an omni-channel content management system for streamlined production and personalization capabilities.
• Guiding the use of AI in content development for SEO, reading comprehension, brand standards, and performance.

Director, Content Strategy and Optimization (2022-2024)

• Collaborated with senior leadership to set long-term objectives for the company's online footprint.
• Created effective business plans to focus strategic decisions on long-term objectives.
• Created detailed business cases outlining timelines, goals, ROI, budgets, staffing needs and other requirements for projects.
• Implemented new technologies and platforms to streamline processes, enhance productivity, and automate project reporting.
• Implemented systems for tracking progress on key initiatives or projects.

Sr. Manager, Content Strategy and Optimization (2019-2022)

• Worked with teams to improve content integrity and grow consumer engagement across various digital channels.

Sr. Manager, Marketing Communications (2016-2019)

• Managed corporate-wide communications regarding health care reform, federal and state legislation, natural disasters, corporate issues, and provider contract disputes.
• Directed social media responses for negative public issues for corporate oversight online reputation management team

• Company Overview: Regional health system serving greater Dallas/Fort Worth market
• Coordinated community relations and event planning for December 2006 opening of new hospital in Mansfield
• Attained media coverage in greater metro media market and trade publications

• Company Overview: Small advertising and public relations firm
• Served as account executive for healthcare clients
• Oversaw all public relations client projects
• Part of executive team responsible for new business development

• Company Overview: Regional healthcare system serving North and Central Texas
• Planned and executed marketing program, internal communications program and constituent relations program for new hospital opened in 2004

• Provided small businesses with business strategy and market development solutions including market evaluation, business model audits, mystery shopper, public relations, media buying, collateral development and creative coordination
• Freelance healthcare reporter and guest columnist for Fort Worth Business Press

• Company Overview: Academic medical center with three schools, six research institutes and a 100-physician medical group
• Promoted from Senior Writer to Director position during tenure
• Directed integrated program including publications management, advertising, Speakers Bureau, exhibit services, special events, media relations, community relations and web site development