From Siloed to Strategic — Marketing Team Transformation

Redesigning marketing organizations to scale impact, build clarity, and lead with purpose.


I transformed fragmented marketing functions into high-performing, strategic teams—centralizing operations, building new capabilities, and aligning structure with business growth across enterprise and startup settings.

Overview

At MultiCare Health System and ZoomCare, I led the transformation of marketing teams from reactive, siloed departments to integrated strategic partners. My work focused on centralization, capability building, and governance—ensuring teams had the structure, tools, and leadership needed to drive measurable impact..

The Challenge

At MultiCare, marketing had become decentralized following acquisitions, leading to duplicative roles, inconsistent messaging, and siloed execution.

At ZoomCare, there was no formal marketing structure in place—efforts were heavily performance-driven, with little alignment to brand or long-term strategy. Both environments needed clarity, leadership, and foundational systems to scale.

Results

  • Delivered $1M in annual cost savings through centralization and smarter resourcing

  • Boosted operational efficiency by 20% and reduced time-to-market by 30%

  • Elevated team engagement, focus, and confidence in delivering strategic value

  • Repositioned marketing as a growth partner trusted by the C-suite

What We Did

  • Centralized marketing operations across 13 hospitals, clinics, and business units at MultiCare

  • Eliminated role duplication and clarified ownership through a full team redesign

  • Built new capabilities in CRM, analytics, lifecycle, and product marketing

  • Introduced a hybrid shared-services and embedded team model to support efficiency and responsiveness

  • At ZoomCare, created a unified structure integrating brand, product, performance, and experience marketing

  • Recruited strong leaders and implemented governance, goal-setting, and KPI frameworks

Referenced Materials

Available upon request

  • Executive Skills Inventory – Team redesign and capability mapping

  • Org Structure Strategy – Role clarity and marketing discipline overview

  • MultiCare Omnichannel Advisory Projects – Shared services model and team integration

  • FY2024 Strategic Pillars – ZoomCare org design and leadership alignment