MICHAEL SWIFT

Professional Experience:

Vice President of Travel Nurse Marketing Ingenovis Health, Remote with frequent travel to Cincinnati, Denver, Phoenix, Boca Raton, and Orlando, FL

• Led strategic initiatives for the Travel Nurse Marketing segment, contributing to over 70% of placements and company revenue across six brands within the Ingenovis Health family.
• Reported directly to the Chief Marketing Officer, overseeing a team of two direct reports responsible for content planning and brand reinforcement.
• Developed and implemented long-term strategies for database growth, specializing in key specialties and state licenses.
• Collaborated with a shared services marketing operations team, functioning as a center of excellence.
• Drove identification of new candidate growth opportunities, leading to revenue generation and fulfillment of open positions.
• Partnered with Recruiting and Business Development teams to align marketing strategies with business goals and growth opportunities.
• Directed content and editorial resources in creating an annual content calendar emphasizing key programs and benefits for nurses, alongside recognition of industry events and celebrations.
• Analyzed extensive marketing campaign data to evaluate growth and engagement of travel nurse candidates for each brand.
• Issued surveys and monitored social media for market trends, initiating innovative benefits and opportunities to maintain a competitive edge.
• Served as internal champion for the candidate segment, communicating trends and future industry changes to internal leadership and stakeholders.
• Utilized 10+ years of expertise in the travel nurse recruitment marketing industry to study database growth trajectory and apply market insights.
• Ensured alignment of website, mobile app, and trade show presence with brand values and overall Ingenovis Health brand purpose.

Key Achievements:

• Successfully led the travel nurse staffing business, contributing to over 70% of placements and overall company revenue.
• Developed and implemented long-term strategies for growth in key specialties and state licenses.
• Analyzed extensive marketing campaign data, resulting in actionable insights and increased candidate engagement.
• Collaborated with shared services marketing operations team to establish a center of excellence.

• Reporting Structure: Report directly to Chief Executive Officer, President of Recruitment Operations and Associate Vice President of Marketing; Manage 2 direct reports
• Responsible for decrease in Average Cost to Apply (CPA) of 94% from $60.05 to $3.61
• Decreased Average Cost Per Click (CPC)74% from $3.49 to $0.83 while increasing number of jobs by 51%
• Increased Sponsored Clicks by 292% from 6,817 to 26,751 while improving Sponsored Applies by 1,565% from 396 to over 6,593 applies monthly
• Responsible for 5X increase in applications across all platforms and job boards
• Improved recruitment infrastructure hires by 61.3% from 2.7% to 64%
• Effectively manage multi-million dollar, omni-channel digital marketing budget. Including, PPC, AdWords, Display Advertising, Facebook Advertising, LinkedIn Sponsored Content, Lead Generation Campaigns, Programmatic Advertising, Digital and Traditional Media
• Direct strategic integrated marketing plans to drive effective brand-building, create results-driven marketing efforts to meet measurable objectives and acquire new business leads
• Construct proformas, researched labor trends, provided market analysis, identify existing trends and future opportunities while developing both foundational, digital and traditional marketing strategy recommendations to maximize overall ROI
• Maintain comprehensive analysis of all web metrics and other key performance indicators to initiate actionable insights to leverage organic search, content optimization, search engine optimization as well as latest digital marketing trends and tactics.
• Promoted equality of opportunity to support diversity and inclusion for enhanced agenda and practices.
• Worked with recruiting teams and human resources representatives to accomplish hiring objectives.

• Directly reported to Chief Marketing Officer and Vice President of Marketing, overseeing 2 direct reports and 12 indirect reports.
• Promoted to Brand Strategy Partner in 2017, previously served as Director of Marketing.
• Enhanced profitability by achieving marketing objectives, driving productivity, and conceptualizing growth strategies.
• Effectively managed a >$250K/monthly multi-channel digital marketing budget, including PPC, AdWords, Display Advertising, Facebook Advertising, LinkedIn Sponsored Content, and Lead Generation Campaigns.
• Directed strategic integrated marketing plans, fostering brand-building and driving measurable results for lead acquisition.
• Managed five of the largest travel nursing brands, maintaining a 20% growth in social followers, a 42% increase in lead flow, and a 16% decrease in CPL.
• Created proformas and event recaps for ROI analysis on new strategic initiatives, reporting to the CEO and key stakeholders.
• Tracked and improved email, social, and digital marketing metrics and ROI using Google Analytics.
• Identified strategic partnership opportunities with industry organizations for enhanced business development and corporate image.
• Led project management and coordination of large teams for marketing collateral, website content, landing pages, social media, and email campaigns.
• Developed thought leadership content for various platforms, including landing pages, blogs, white papers, case studies, email, social media, and ongoing PR campaigns.
• Maintained comprehensive analysis of web metrics and key performance indicators, initiating actionable insights for organic search and content optimization.

• Director of Marketing for TIVA Healthcare, Inc.
• Director of Recruitment Marketing for Sheridan Healthcare, Inc. in 2016, previously served as Marketing Manager for Clinical Recruitment for Sheridan Healthcare.
• Effectively managed a >$2.5 million yearly multi-channel marketing budget.
• Coordinated traditional and digital marketing campaigns, including PPC, AdWords, Social Media, and Content Generation across all platforms for brand consistency.
• Developed high-level marketing strategies, created proformas, and provided ROI reporting to C-Level Senior Management for all promotion activities.
• Identified growth areas and formulated communication and marketing strategies for specific audiences within local, regional, and national markets.
• Increased search engine traffic by 25%, pages per session by 18%, and doubled acquired leads through digital channels by 34%.
• Trained and mentored 35 recruiters in client relations, digital sourcing, and effective marketing strategies to drive provider supply, generate leads, and enhance brand awareness.
• Implemented website enhancements, resulting in a 45% increase in the acquisition of new leads between FY 2015 and FY2017.
• Led the brand refresh for TIVA Healthcare, Inc., including a new logo, website, brand messaging, value propositions, persona development, sales process development, and lead generation strategy.
• Prepared marketing budgets, directed brand positioning, developed KPIs, and measured matrices, providing data analysis for ROI assessment and marketing program efficiency.
• Managed ATS and CMS data integrity team, improving efficiency and maximizing potential for increased sales opportunities.
• Created product collateral, including informational pieces, website content, datasheets, case studies, whitepapers, testimonials, and competitive intelligence materials for client retention, sales efforts, lead generation, and client/prospect nurturing.

• Responsible for both Business Development and Client Acquisition as well as sourcing and placement of Allied Healthcare Professionals
• Placed over 55 Allied Healthcare Professionals, resulting in revenue increases of $146,000/monthly
• Awarded "Top Sales Professional" for exceeding sales goals, increased revenues, and overall performance
• Established positive working relationships with Hiring Managers, Hospital Directors, and Executives
• Negotiated contract terms with C-level employees at Hospitals, Clinical Laboratories and privately-owned healthcare facilities
• Matched candidate skill level, licenses, preference, credentials, professional certifications and designations as applicable per state and federal regulations
• Utilized knowledge of Digital Marketing, SEO and SEM to source new candidates and attract top talent
• Conducted reference verifications and arranged interviews for candidates/clients
• Developed and executed creative digital recruiting strategies to ensure consistent candidate acquisition using online ads, job boards, cold calling, social media and networking sites
• Maintained Client and Candidate database.

• Reporting Structure: Reported to VP of National Accounts; Managed 2 Direct Reports
• Promoted to Branch Manager in 2012 from Account Executive
• Exceeded monthly sales goal by 84% resulting increase of billable hours from 700 to over 4500 monthly
• Responsible for entire recruiting life cycle: sourcing resumes, conducting phone interviews, scheduling onsite client interviews, tracking candidates and reporting on interview data
• Extended offers and negotiated contract terms with both candidates and clients
• Managed candidates though application process: administered appropriate testing, conducted background investigations, and performed reference checks
• Completed weekly payroll, distributed paychecks, verified W2 information and reviewed e-Verify eligibility status
• Developed and implemented creative recruiting sourcing strategies for active and passive candidates to support appropriate candidate flow via online ads, job boards, cold calling, social media, networking and other methods
• Created and maintained strong social media presence through blogging, social networks, press releases, keyword targeting, geo-tagging and other Search Engine Marketing (SEM) strategies
• Developed and managed online marketing campaigns for CareersUSA Boca Branch office, effectively driving brand awareness, engagement and traffic to social media pages and job postings
• Achieved strong, visible social media presence and developed concepts with viral potential
• Continuously monitored online public relations and ensured success of client programs
• Identified and tapped into new channels to optimize ROI and fuel revenue growth.

• Awarded “Fastest Growing New Agent” in 2010 by Allstate Insurance Co
• Acquired 187 New clients and sold over $1,450,000 in insurance premium within first year of operation
• Employed 5 Licensed Insurance Agents and 1 Financial Services Representative
• Designed strategic marketing and advertising campaigns to enhance agency development in market.
• Supervised all agency activities to promote proper planning, coordination and organization.