From Siloed to Strategic — Marketing Team Transformation

Redesigned marketing organizations to scale impact, improve efficiency, and drive growth

🏥 $7B MultiCare Health System & ZoomCare (Digital Health) ⏱ 18-month initiative 👥 Brand, Product, Performance, Digital & Communications Teams

Impact at a Glance

MultiCare Health System

  • $43M in tracked FY23 revenue growth enabled by centralized marketing operations and improved campaign ROI

  • $1M in annual cost savings through role consolidation and smarter resourcing

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

ZoomCare

  • $297K permanent cost reductions from workforce and vendor optimization

  • 15% lift in paid media conversions and lower CAC after rebalancing from 25:75 to 65:35 brand/performance mix

  • Integrated brand, product, performance, and experience marketing into one structure

Overview

At both MultiCare Health System, a $7B multi-region health system, and ZoomCare, a digital health company, marketing lacked the structure, focus, and capabilities to drive enterprise growth. Teams were working in silos, reacting to requests rather than shaping strategy, leaving revenue opportunities untapped and diluting brand impact.

I led comprehensive transformations that centralized operations, clarified roles, introduced new capabilities, and embedded evidence-based marketing principles. These changes improved efficiency, strengthened brand impact, and delivered measurable revenue and cost savings while laying a foundation for sustained performance.

The Challenge

Both organizations faced the same risk: without structural change, marketing would remain a reactive cost center rather than a driver of growth.

MultiCare

  • Highly decentralized post-M&A structure creating duplicated roles

  • Inconsistent messaging across 13 hospitals and multiple business units

  • Lack of clear ownership or enterprise planning discipline

  • No unified measurement framework linking spend to results

Before

  • Marketing siloed by department, region, or function

  • Duplication of roles and lack of ownership

  • No consistent planning or measurement discipline

  • Reactive “order-taker” model instead of strategic partner

  • Inefficient vendor spend and resource allocation

ZoomCare

  • No formal marketing structure in place

  • Over-reliance on performance marketing at the expense of long-term brand growth

  • Fragmented brand, product, and experience functions

  • No governance or lifecycle approach to guide product launches

“When I arrived, teams were measured on output, not impact. Six months later, senior leaders were seeking our counsel before launching major initiatives.”

After

  • Centralized marketing operations across business units for efficiency and scale

  • Clear role definitions, ownership, and governance structures

  • Hybrid shared-services/embedded team model to balance efficiency with local responsiveness

  • Expanded capabilities in CRM, analytics, lifecycle, and product marketing

  • Evidence-based marketing discipline integrating brand-building and sales activation

  • Media spend rebalanced to improve performance and lower CAC

What I Led

MultiCare Health System

  • Centralized operations across 13 hospitals and multiple business units, directly contributing to $43M in tracked FY23 revenue growth

  • Eliminated duplication and clarified ownership through full team redesign, delivering $1M in annual cost savings

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

  • Created the first Marketing & Communications Discipline to align strategy, tactics, and measurement to business goals

  • Established hybrid shared-services/embedded team model

ZoomCare

  • Designed unified structure integrating brand, product, performance, and experience marketing

  • Reduced costs by $297K annually through workforce and vendor optimization

  • Integrated marketing across the product lifecycle using design thinking, journey mapping, and GTM alignment

  • Rebalanced media spend from 25:75 to 65:35 brand/performance, achieving a 15% lift in conversions while lowering CAC

  • Built performance discipline combining evidence-based brand building with sales activation

Enterprise Impact

These structural changes freed budget for growth investments, accelerated speed-to-market for high-priority campaigns, improved competitive positioning post-M&A, and embedded governance models that continue to deliver efficiency and ROI improvements beyond the transformation period.

Bottom Line

By redesigning structures, clarifying roles, and embedding evidence-based marketing practices, I turned siloed, reactive teams into strategic growth engines, delivering measurable impact in revenue, cost savings, and marketing performance, with changes sustained beyond the initial transformation.