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Omnichannel Strategy & Digital Transformation

Modernized digital infrastructure to unify the consumer journey and drive growth

🏥 $6B MultiCare Health System 🕤 12-month initiative 🧑‍🤝‍🧑 Marketing, Digital, IT & Operations Teams

Impact at a Glance

  • $4M+ permanent annual cost savings from system consolidation

  • 22% increase in digital communication opt-ins

  • 80%+ MyChart activation in priority regions

  • Improved lifecycle marketing performance through better segmentation and personalization

  • Scalable CRM and MarTech foundation to enable automation, predictive modeling, and AI-driven engagement

Overview

As CMO, I led a 12-month digital transformation to modernize MultiCare’s digital, CRM, and marketing technology infrastructure. This included the organization’s first Omnichannel Strategy, a cross-functional roadmap uniting all consumer-facing platforms to deliver seamless engagement across the patient journey. The initiative reduced friction, improved operational efficiency, and created a scalable foundation for future growth.

The Challenge

Over time, MultiCare’s digital ecosystem became fragmented by point-specific solutions and siloed departmental ownership. Disconnected platforms, lack of a centralized CRM, and inconsistent data limited the organization’s ability to orchestrate engagement, personalize communication, or measure ROI — ultimately impacting patient access, retention, and satisfaction.

Before

  • Disconnected communication channels (chat, SMS, phone, email, etc.)

  • No centralized CRM or unified data layer

  • Fragmented MarTech stack with overlapping tools

  • Limited visibility across the full patient journey

  • Inconsistent cross-channel engagement and lifecycle marketing

  • Operational inefficiencies causing friction in patient access

After

  • Enterprise-wide omnichannel strategy connecting all digital and offline touchpoints

  • Streamlined MarTech integration and centralized CRM connected with EMR for a unified consumer foundation

  • Journey maps and engagement blueprints to reduce friction and enable proactive lifecycle marketing

  • Improved segmentation and personalization to strengthen campaign performance

  • Scalable digital and CRM infrastructure positioned for predictive and AI-driven engagement

What I Led

Omnichannel Strategy Development – Defined and implemented MultiCare's first omnichannel framework, aligning web, mobile, direct mail, social media, chat, IVR, SMS, and email under one cohesive engagement approach.

CRM Implementation – Led enterprise CRM implementation and integration with Epic, creating a unified foundation to connect marketing and care coordination.

MarTech Stack Optimization – Consolidated platforms, eliminating redundancies and improving interoperability.

Journey Mapping & Engagement Planning – Created detailed journey maps and engagement blueprints to identify gaps, streamline processes, and enhance personalization.

Strategic Alignment

This initiative directly supported MultiCare’s enterprise goals by improving patient access and retention, strengthening engagement across the lifecycle, reducing operational costs, and positioning the organization for future digital innovations.

Bottom Line

By unifying platforms, integrating CRM, and optimizing the MarTech stack, I delivered measurable improvements in engagement, efficiency, and scalability, enabling MultiCare to compete more effectively, enhance patient experiences, and prepare for the next generation of digital healthcare.