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Driving Growth & Business Impact

Drove incremental revenue, market share gain, and retention lift

🏥 $6B MultiCare Health System 🕤 18-month initiative 🧑‍🤝‍🧑 Cross-functional enterprise marketing team

Impact at a Glance

  • $43M in incremental tracked revenue in FY23 — a 12% YoY increase and largest annual growth in five years

  • 10% market share growth in priority service areas

  • 15% increase in patient retention through CRM-driven lifecycle marketing

  • 30% reduction in CAC via media optimization and performance tracking

  • 8:1 ROAS through integrated campaign planning and media mix modeling

The Challenge

Following a series of acquisitions, MultiCare’s marketing function was fragmented and overly focused on short-term activations. Brand architecture was weak, teams operated in silos with duplicative roles, and there was no shared measurement of ROI. Externally, the system faced low brand recognition in key growth markets, inconsistent consumer experiences across regions, and disconnected acquisition and retention efforts — all of which limited growth potential and wasted spend.

Before

  • Fragmented, siloed marketing post-M&A

  • Weak brand architecture and inconsistent execution across regions

  • No shared dashboards or ROI tracking

  • Short-term, tactic-driven marketing focus

  • Inefficient spend with duplicated roles

  • Disconnected acquisition and retention efforts

  • Inconsistent consumer experience across markets

After

  • Centralized, unified marketing structure aligned to enterprise growth strategy

  • Single enterprise brand narrative driving consistent market presence

  • Real-time performance dashboards integrated with Finance & Operations

  • Balanced 60/40 brand-to-performance mix fueling sustainable growth

  • 30% CAC reduction through performance tracking and optimization

  • CRM-driven lifecycle marketing boosting retention and lifetime value

  • 10% market share growth in priority service areas

Bottom Line

By unifying the brand, embedding performance discipline, and rebalancing the marketing mix, we turned a fragmented post-M&A marketing function into a strategic growth driver, strengthening MultiCare’s competitive position, improving operational efficiency, and delivering measurable financial returns.

What I Led

  • Unified Brand Post-M&A – Developed a single enterprise brand architecture and narrative, aligning positioning across all acquired entities and regions, physical and digital touchpoints.

  • Balanced Brand–Performance Mix – Shifted from performance-only tactics to a 60/40 brand-to-performance model to drive both immediate demand and long-term equity.

  • Omnichannel Growth Activation – Launched integrated, full-funnel campaigns across paid, owned, and earned channels, improving reach, consistency, and conversion.

  • Lifecycle Marketing & CRM – Activated journey-based programs to increase retention, acquisition, and lifetime value.

  • Performance Measurement & Optimization – Partnered with Finance and Operations to implement real-time dashboards tracking ROMI, funnel performance, and CAC.

  • Centralized Marketing Operations – Restructured and aligned teams, eliminated duplication, streamlined KPIs, and improved speed-to-market.

Strategic Alignment

These initiatives directly supported MultiCare’s five-year strategic growth plan to expand market share in priority regions, improve patient loyalty, and achieve operational efficiency targets, positioning the health system as the preferred provider across its markets.

"Felicia transformed marketing from a service-line support function into a core driver of enterprise growth. Her ability to unify our brand and embed a performance culture has delivered measurable results aligned to our strategic priorities." — Bill Robertson, CEO, MultiCare Health System