Whitney Collier
Bell Buckle,TN
Summary
Results-driven marketing professional with demonstrated success in building strategic marketing campaigns to increase market share. Focused, performance-minded manager with proven skills in project management, team building, stakeholder relations and campaign optimization. Successful at overseeing all stages of initiatives and building positive relationships with innovative and forward-thinking approaches. Well-versed in tracking market trends and capitalizing on opportunities.
Overview
12
12
years of professional experience
Work History
Senior Marketing Development Manager
Vanderbilt University Medical Center
06.2021 - Current
- Develops and implements marketing strategies that drive volume growth, independently
- Researches, proposes, and produces measurable annual marketing plans, utilizing a range of communication channels to reach target audiences
- Develops, implements, and evaluates all marketing, advertising and promotion of assigned service lines to include digital and traditional campaigns, e-mail marketing automation, digital search, display and social media campaigns, advertising, and print collateral
- Monitors effectiveness of marketing tactics through tracking patient visits, marketing analytics and financial reports
- Overseas the development and implementation of health promotion programs, including seminars and screenings, events, health fairs, affinity clubs
- Works with facility leaders and directors to coordinate and establish guidelines and responsibilities
- Serves as liaison for community activities co-sponsored by the hospital, providing promotional assistance as required
- Attends and participates in appropriate community events as a representative of the health system
- Conducts regular analysis of competitive landscape and effectively uses market research to support marketing plan development to build volume
- Works with CEO and regional marketing leader to translate operational strategies into marketing communications objectives and tactics
- Solicits feedback from consumers, physicians, and other stakeholders in the development and execution of marketing plans
- Develops and maintains strong working relationships with organizational leadership to understand and align objectives, develop recommendations and secure alignment with marketing plans, and position strategic marketing as a trusted partner
- Regularly presents both plans and outcomes to key stakeholders participates in assessment and development of proposed new services that evolve from market research analysis and business development efforts
- Serves as the media liaison and facilitates appropriate release of information responding to all media inquiries and determining appropriate responses in conformance with federal state and hospital policies
- Incorporates proactive media activities into the marketing strategy by identifying features, success stories, and clinical news opportunities to build volume and enhance the image of the hospital/ physician practices.
Director of Membership Services
Shelbyville-Bedford County Chamber of Commerce
Shelbyville, TN
04.2018 - 06.2021
- Responsible for the overall communication strategy, planning and execution of events, and organizational growth including chamber membership and chamber programs
- Produces the overall communication strategy, execution of events and programs, including designing all promotional material and member communications to effectively grow membership and member engagement
- Streamlined member recruiting and on-boarding process that resulted in a 93%-member retention rate
- Responsible for the re-branding and design of the Member benefits brochure, due’s structure, and initiation of new programs such as Chamber Connections, Young Professionals of Bedford County, monthly member recognition, and restoration of the Chamber Ambassador Program
- Consult and provide resources to local businesses on marketing campaigns, community outreach and local contacts for the best utilization of businesses time and resources
- Oversees Ambassador and Marketing committees to ensure the appropriate and effective communication of the organization's mission and values are received by Chamber Members and the community at large.
Director of Marketing and Community Outreach
The Bridge at Hickory Woods
Antioch, TN
04.2018 - 06.2021
- Lead the sales and marketing team to reach target community census through effective planning, communication, and the execution of the marketing strategic plan
- Responsible for the overall community marketing design and increased awareness of the community-at-large
- Developed Community Outreach plan and book of business to market the community benefits to key professional referral sources to change community perception, drive inquiries, and qualifying referrals to the community
- Achieved 31% community census increase in 12 months with community outreach strategic plan
- Responsible for the re-branding and redesign of the facility respite program, facility marketing budget, and allocation to targeted marketing efforts
- Planned, executed, and lead community and in-house event planning to target key audiences bringing in new leads
- Demonstrated effective follow-through with leads from referral sources and community resources by planning future communications based on inquiry need.
Account Executive
SunCrest Home Health
12.2013 - 02.2017
- Developed and maintained relationships in designated territory with physicians, discharge planners, case managers, social workers, and other health care professionals utilizing home care services to achieve predetermined admission goals
- Performed ongoing market analysis on current trends, coverage, and industry changes to ensure compliance and a high level of customer satisfaction
- Advocated for the senior population and the benefits of home health services in the community
- Responsible for the strategic planning, development, and implementation of the market plan to achieve monthly targeted goals
- Represented the agency at health fairs, community service functions, and committees to develop community awareness and trust in the SunCrest brand and services provided.
Director of Social Services
Glen Oaks Health and Rehabilitation
03.2012 - 12.2013
- Responsible for the psychosocial aspects of resident lives including counseling, acquisition of needed services, grievance resolution, discharge planning, care plan meetings, inquiries about the facility, and its services
- Lead Social Services Director for Vanguard Health Care Social Work Committee
- Responsible for development of policies and procedures for the newly designed Social Services Department to increase productivity and accuracy
- Streamlined, designed, and implemented policies, and procedures for resident's psychosocial needs to be compliant with state and federal regulations
- Provided staff education on care plan implantation and behavior management plans
- Kept an in-depth knowledge of community resources and resources available to aid in a safe resident discharge plan.
Education
Master of Science in Marketing, Digital Marketing Specialization -
Western Governors University
04-2024
B.S. liberal Studies-Emphasis in Psychology/Biology Minors in Community and Public Health, Sociology -
Middle Tennessee State University
Diploma, General Education -
Antioch High School
Skills
- Strategic Marketing
- Brand Promotion
- Marketing Campaign Development
- Decision-Making
- Marketing Campaign Management
- Strategic Planning
- Promotional Events
- Creative and Innovative
- Social Media Platforms
- Marketing Strategy Development
- Public and Media Relations
- Marketing Plan Development
- Marketing Campaigns
Leadership Affiliations
- Bedford County Child Development Center Governing Board
- Bedford County Senior Providers
- Shelbyville Women’s Club
- Unionville Youth Football & Cheer League- Board
Professional Development
- Graduate of Leadership Bedford-2019, Class Secretary
- Chamber of Commerce Executives Certificate-TN Chamber of Commerce Institute 2020
- TN Chamber of Commerce Executives Annual Conference- 2018
References
References available upon request.
Accomplishments
Sales Achievement Award- SunCrest Home Health 2014-2015
Shelbyville-Bedford County Chamber of Commerce- Volunteer of The Year-2021
References
References available upon request.
Timeline
Senior Marketing Development Manager
Vanderbilt University Medical Center
06.2021 - Current
Director of Membership Services
Shelbyville-Bedford County Chamber of Commerce
04.2018 - 06.2021
Director of Marketing and Community Outreach
The Bridge at Hickory Woods
04.2018 - 06.2021
Account Executive
SunCrest Home Health
12.2013 - 02.2017
Director of Social Services
Glen Oaks Health and Rehabilitation
03.2012 - 12.2013
Master of Science in Marketing, Digital Marketing Specialization -
Western Governors University
B.S. liberal Studies-Emphasis in Psychology/Biology Minors in Community and Public Health, Sociology -
Middle Tennessee State University
Diploma, General Education -
Antioch High School
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