Linda Acosta
Summary
Results-driven communications professional with more than 15 years of experience in healthcare transformation. User-centered design and data-driven enthusiast. Early advocate for using patient experience to transform the delivery of healthcare. Adept at managing all aspects of internal and external, digital and print communications from planning to execution. Developer of brand and marketing guidelines and numerous engaging campaigns including the award-winning City of SF COVID response. Ability to manage multiple competing priorities and cross-functional teams with organized, impactful and resourceful approaches. Engaged and proactive user of new technology including web, email marketing software and social media platforms.
Overview
34
34
years of professional experience
Work History
Digital Services Manager
SF Public Health
08.2018 - Current
- Manage content distribution to online channels and social media platforms.
- Introduced and implemented user-centered, accessible web content and design to help better explain and deliver services.
- Coordinated with SF Digital Services developers and designers to confirm websites are user-centered, accessible, translated and optimized for SEO.
- Organized and recruited content teams, leads and owners across the City's largest department to direct content and move more than 1700 pages to an easy to use, accessible and services-first format.
- Use Google Analytics to analyze user engagement and website traffic metrics.
- Manage Drupal content management system and conduct regular content audits to identify gaps and redundancies of content.
- Utilize SEO techniques to optimize website content, improve search engine rankings, and increase traffic.
- Maintain continuous knowledge of current and newly developed industry technology, making proactive suggestions to improve delivery of healthcare services.
Senior Communications Specialist
SF Public Health
08.2014 - Current
- Responsible for strategy, planning, design and execution of internal and external communications, including digital, print, and social media for the City and County of San Francisco's largest agency.
- Coordinate, collaborate, write, design and produce both internal and external facing collateral and reports including Director's Reports to the Health Commission, Annual Reports, newsletters, brochures, posters, flyers, press releases, media alerts, presentations and other collateral.
- Develop and manage budget for all graphic design, production and translation of marketing deliverables.
- Manage brand and assets and ensure content is user-centered and accessible.
- Manage internal staff and external vendors to implement strategic branding and marketing.
- Manage websites including moving over 60+ websites to accessible SF.GOV.
- Development and management of all social media accounts.
- Manage public information including sunshine requests, subpoenas and 311 system service requests.
- Collaborate with other city departments for development of reports including General Obligation Bond and other reports.
- Experience with media events and media relations.
COVID Command Design and Web Manager
City And County Of San Francisco
01.2020 - 06.2022
- Responsible for design and production of award-winning SF COVID print and digital communications materials.
- Took complex public health COVID information and created simple, clear, accessible information for the public that was then translated into 6 languages.
- Worked directly with community based organizations including African American Arts and Cultural District, Latino Task Force and Chinese-focused organizations to produce culturally relevant materials.
- Implemented best-practices for designers, content strategists and subject matter experts.
- Collected and responded to user feedback through iterative improvements to design and content.
- Developed and implemented updates by reviewing performance metrics.
- Collaborated with all levels of COVID Command Center to get critical information out to external audiences, prioritizing the public during unprecedented global pandemic.
- Created strong ties to community organizations and led very successful response resulting in one of the lowest COVID death rates in the country.
- Received SF Design Week award for clear, accessible design and brand.
Communications Specialist
Laguna Honda Hospital And Rehab Center
05.2009 - 08.2014
- Developed brand strategy for internal and external communications. Designed styleguides and user-centered materials including web, intranet, annual reports, presentations, brochures, posters, including all marketing deliverables for one of the largest hospital moves in California history.
- Worked with hospital healthcare design agency to create coordinated signage and graphics to enhance patient experience.
- Worked with network leadership on patient experience to drive targeted and continuous improvement.
- Developed and enhanced community relations with neighborhood associations.
- Worked closely with hospital foundation to improve patient experience and environment.
- Worked cross-departmentally to organize and produce employee recognition, community picnics, bring your kids to work days, and other events.
- Worked with SF Public Health leadership to develop branding and web presence related to healthcare reform.
- Developed online presence including LinkedIN, Facebook, Instagram, & Twitter.
Volunteer Coordinator
Laguna Honda Hospital And Rehab Center
10.2006 - 05.2009
- Responsible for recruitment, training and retention and training of over 500 volunteers to enhance patient experience.
- Worked with leadership and departments to define volunteer mission and set standards.
- Worked with program leads to maximize impact of volunteer efforts and match volunteers with appropriate activities.
- Worked closely with patients to understand their patient experience and connect them with resources
- Developed internal requirements and standards to minimize regulatory risks and liability across programs.
- Developed use of database for access to volunteer information and ability to easily message volunteers.
- Created social media presence for recruitment.
- Managed patient Gift Shop and Therapeutic Outing programs.
- Worked with hospital foundation to provide holiday presents for patients, annual fundraising events and volunteer recognition programs.
- Helped plan, organize and implement employee recognition years of service events.
- Conducted hospital tours for community groups, dignitaries, officials and prospective volunteers.
- Performed budget and procurement analysis for department director.
Research Analyst, Health worker
UCSF
08.2004 - 10.2006
- Recruited subjects to participate in addiction studies through targeted visual campaigns.
- Collected blood specimens and other research data from subjects.
- Created and maintained access database to store research data.
- Analyzed statistical data using both modern and traditional methods.
- Worked as counselor and health educator in the Women's Options Center, performed options and birth control counseling, described medical procedures to patients, assisted patients during medical procedures.
Operations Manager
West Coast Feminist Health Center
08.1997 - 08.2004
- Responsible for physician & volunteer recruitment, retention and training.
- Managed all licensure, financial and operations for 501-C-3 community clinic, including development of budget, forecasting, budget administration, physician contracts, grant applications and grant administration.
- Developed all financial reports and budget analysis for governing board.
- Managed all facilities, equipment and lease contracts.
- Managed all billing and administration including Medi-Cal and family PACT programs.
- Performed complex analytical work including forecasting and feasibility study of opening and operating associated birth center.
- Trained as phlebotomist, medical assistant and ultrasound tech.
Marketing Communications Manager
Farallon Computing
08.1990 - 08.1997
- Led corporate and internal marketing communications for a leading apple developer.
- Managed staff of 4-6 creatives, including web and print designers, writers and production artists. Managed outside resources including photographers, printers, and design contractors.
- Project management for all marketing and packaging deliverables on tight product launch deadlines.
- Collaborated with all levels from executive to engineering to craft beautifully designed marketing and packaging materials for product launches. Revamped packaging, coordinating with overseas production to use recycled and plant based materials.
- Assisted with budget development and managed budget and expenditures.
Education
Certificate - Addiction Medicine
Stanford University
Palo Alto, CA06.2021
Certificate - User Centered Design
IDEO
San Francisco06.2019
Certificate - UX/UI Design
General Assemb.ly
San Francisco, CA06.2018
Post-Baccalaureate - Pre Medicine
Mills College
Oakland, CA1999
BA Psychology -
University of California
Santa Barbara, CA1990
Skills
- Expert in all aspects of strategic communications including digital, print, internal, external and crisis communications
- User-centered content creator and accessibility advocate
- Technology enthusiast
- Social media marketing expert
- Flexible and adaptable team and capacity builder
- Event planning and execution including press events, speaking events and community townhalls, including run of show, media releases, talking points, etc
- Illustrator, InDesign, Photoshop, Drupal, Wordpress, MyEmma, Canva, Teams, PowerBI, Word, Excel, Powerpoint, Hootsuite, Twitter, Facebook, Instagram, Tiktok, Slack
Timeline
COVID Command Design and Web Manager
City And County Of San Francisco
01.2020 - 06.2022
Digital Services Manager
SF Public Health
08.2018 - Current
Senior Communications Specialist
SF Public Health
08.2014 - Current
Communications Specialist
Laguna Honda Hospital And Rehab Center
05.2009 - 08.2014
Volunteer Coordinator
Laguna Honda Hospital And Rehab Center
10.2006 - 05.2009
Research Analyst, Health worker
UCSF
08.2004 - 10.2006
Operations Manager
West Coast Feminist Health Center
08.1997 - 08.2004
Marketing Communications Manager
Farallon Computing
08.1990 - 08.1997
Certificate - Addiction Medicine
Stanford University
Certificate - User Centered Design
IDEO
Certificate - UX/UI Design
General Assemb.ly
Post-Baccalaureate - Pre Medicine
Mills College
BA Psychology -
University of California
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