Nicole C

Oversees the strategic development and tactical implementation for South Shore Health's Brand and marketing campaigns, ensuring that the brand potential is optimized. Key responsibilities include: • Leading the development and execution of marketing strategies around our key business (service line) objectives to drive growth, consumer engagement, and patient retention. • Utilizing data, insights and best practices to create comprehensive marketing plans with clear objectives, impactful brand positioning, and a targeted media plan that connects with our target demographic. • Managing the relationship with our AOR to actively seek to understand insights for the market at a deeper level while implementing best practices to enrich our brand to build trust and loyalty with consumers in our region. • Driving the localization of an integrated service line value story for all audiences that provides consistent messaging, differentiated value propositions and positioning within local markets. • Maintaining strong relationships and interactions with internal and external stakeholders. • Driving insights into action by building strong recommendations to develop effective marketing tactics across owned channels. • Keeping key stakeholders updated on marketing plans and performance and develops monthly summary reports. • Participating in strategy discussions and leadership meetings and presenting metrics/reports to key stakeholders. • Working closely with marketing and communications team and operations leaders in executing integration efforts at the market level. • Developing a local strategy for community engagement and directing the process for driving executional excellence and reporting of results, including: seminars/screenings/events. • Working with the Executive Director of Marketing to accurately plan and track the marketing budget.

Played a senior role in the creation and implementation of communications that reinforced brand recognition, while driving strategic external communications strategies that positively affected customer understanding, engagement and commitment with the health system's services. My desire of cultivating external messages of healing, health and wellness as a core Health System priority were evident in my delivery of larger scale projects and priorities, including the following: • Worked closely with Agency-of-Record to develop campaigns and track success for key service lines while developing messaging and paid advertising strategy in conjunction with physicians and leaders to increase engagement and conversions • Lead storyteller for both marketing and development • As senior liaison to the Dana-Farber/Brigham and Women’s Cancer Center in clinical affiliation with South Shore Hospital—executed effective content-marketing solutions to promote events, programs, and key services • Managed the strategic development of design, layout and content on cancer center microsite (southshorehealth.org/cancer) • Development and curation of first system-wide Editorial Standards ensuring all messaging throughout the health system had a consistent, polished, recognizable, and engaging voice that readers can personally connect with • Led oversight of project deliverables assuring they were always on time, on budget, and to system standards • Assisted in the discerning review of messaging, graphics, and brand style of all marketing and communications print and digital collateral before finalization and distribution • Created content for the organization's overall social media strategy, including Facebook, Twitter, Instagram, and YouTube • Video direction and production of the patient experience in multiple service lines • Ad copy and art direction for large publications

As an integral member of a cross-functional team dedicated to creating work aligned with the health system’s brand strategy, I developed concepts and produced brand specific messaging for print and digital deliverables. • Created and produced Good Health, a bi-annual Health System magazine to help diversify our marketing channels with direct mail. From proprietary market intelligence and demographic selections to extensive mailing list development, the magazine helped to increase engagement while precisely targeting our marketing outreach to fuel consumer acquisition and retention • Worked with designers, video production, writers, and external agencies to produce high-impact content that represents South Shore Health System’s brand voice to drive leads and conversions • Produced persona-based content for various stages of the funnel, including email marketing, blogs, videos, etc. • Support and/or lead team or agency initiatives as needed • Empathic storytelling through journalistic approach to interviewing and writing, creating a breadth of patient testimonials and stories to be used in paid social ads, direct mail campaigns, website, and blog posts • Leveraged understanding of service lines and competitive landscape to push creative boundaries • Formulated SEO strategy to maximize discovery for our content

Spanning both private and public sectors with an array of unique clients and opportunities, I helped to create detailed marketing roadmaps for my clients. My accounts included: private hedge fund managers, a high-end resort on Martha’s Vineyard, an exclusive property management company, and Harvard University. Additionally, I was selected to conceptualize and design the book cover design for a best-selling book published by Wiley, Just Enough: Tools for Creating Success in Your Work and Life and ghostwrite a published memoir, Eliel. My demonstrated ability to drive high performing collaboration with clients was evident in my solid delivery of the rich aspects of: • personas and messaging • content strategy • market-specific targeting • Building brand strategies articulating a client’s value proposition • Marketing plan creation and execution: tying in tangible business goals, appropriate marketing strategies and tactics, calendarized activity, budgets, and accountabilities. • Leveraging client’s intellectual capital: through thought leadership, leveraged knowledge and ideas to engage target audiences and effectively designed around achieving measurable business goals

Grantham, Mayo, Van Otterloo, LLC (GMO)—a global investment leader with expertise in managing multi-asset class strategies as well as focused strategies in a number of specific asset classes (with firmwide assets under management at $70 billion). GMO's bold approach to take risk and utilizes a long-term investment horizon has given way to its global recognition as one of the most prestigious, influential firms in asset allocation. My marketing and client service priorities as creative lead included: • Strategic synthesizer who distilled complex information from large amounts of data into crisp and clear useful insights and presentations for use in a large-scale, annual international asset management conference • Acted as a strategic and conceptual creative leader in partnership with all of our internal stakeholders • Ensuring all firm and investment product marketing language is current, effective, compliant, and consistent in marketing materials across print and digital platforms • Led creation and maintenance of firm and investment product marketing collateral, collaborating with colleagues within Marketing, Global Client Relations, Investment Teams, Legal, Compliance, Operations, and Technology • Served as a liaison between Investment Teams and Global Client Relations to identify and address marketing and communications needs, including creating new and improving current marketing materials and content • Edited and managed production of product-specific performance commentary used in client reporting • Contributed to key projects to advance the strategic objectives of GMO’s Marketing and Client Services team