Driving Growth & Business Impact

Rebalancing the marketing model to drive long-term brand growth and short-term performance

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

Overview

As CMO of MultiCare Health System, I led a strategic marketing transformation across an $8B, multi-region health system. Following a series of acquisitions, we needed to unify the brand, improve efficiency, and drive sustainable growth. By shifting from reactive, tactic-driven marketing to an evidence-based model, we delivered measurable business results.

The Challenge

Marketing was fragmented, overly focused on short-term activations, and lacked coordination across the system.

System/Internal Issues

  • Decentralized teams with duplicative roles

  • Weak brand architecture post-M&A

  • Inconsistent campaign execution

  • Limited CRM and lifecycle marketing

  • No shared dashboards or clear ROI tracking

$43M

Tracked revenue growth in FY23 through aligned brand and performance strategies

30%

Reduction in CAC through performance tracking and optimization

Operational/External Impacts

  • Inconsistent consumer experience across regions

  • Low brand recognition in growth markets

  • Disconnected patient acquisition and retention efforts

  • Inefficient media spend and channel performance

  • Limited collaboration with finance and operations

“We needed to stop being seen as a service-line order taker and start acting as a strategic partner driving enterprise growth.”

Results

15%

Increase in patient retention via CRM-driven lifecycle marketing

8:1

ROAS via integrated campaign planning and media mix modeling

10%

Market share growth in priority service areas through omnichannel campaigns

What I Led

Unified Brand Strategy Post-M&A
Built an enterprise-wide brand narrative and architecture to align messaging and positioning across acquired systems.

60/40 Brand–Performance Mix
Shifted from performance-only tactics to a balanced model that built long-term brand equity and short-term results.

Omnichannel Marketing Activation
Launched full-funnel campaigns across paid, owned, and earned channels—improving reach, consistency, and conversion.

Lifecycle Marketing & CRM Enablement
Activated CRM and journey-based touchpoints to improve retention, support acquisition, and increase LTV.

Shared Dashboards & Measurement
Partnered with finance and operations to implement real-time reporting for ROMI, funnel impact, and campaign effectiveness.

Marketing Operations Centralization
Consolidated teams, reduced duplication, and improved speed-to-market by aligning structure and KPIs across functions.

Referenced Materials

Available upon request

  • Brand Strategy MultiCare 2023 – Strategic platform and segmentation

  • MultiCare Brand-Build Tracking Suite – Market share and brand perception

  • Reputation Monitor Summary – Regional sentiment analysis

  • MCX_ET Funnel Tracking Dashboard – ROMI and conversion metrics

  • Omnichannel Advisory Summaries – CRM and lifecycle integration overview