Repositioning a Medicaid Brand Through Consumer Insight: A Two-Phase Research Initiative
After acquiring a Maryland-based Medicaid MCO, CareFirst needed to rebuild consumer trust in a competitive marketplace. I led a two-phase IRB-reviewed market research initiative to understand what drives Medicaid members' plan decisions, switching behavior, and which messages inspire trust and retention.
The Trust Factor: Understanding What Motivates Gen Z to Buy from Social Media Influencers
Doctoral research examining how influencer credibility — defined by attractiveness, trustworthiness, and expertise — shapes Gen Z's attitudes toward Instagram ads and purchase intentions. Two-phase mixed-methods design combining survey data.
Saving Lives Through Awareness: Engaging Global Cardiologists and Industry Partners
Led a global communications and sponsorship campaign connecting cardiologists, corporate partners, and caregivers through resources designed to prevent sudden cardiac death — in collaboration with Boston Scientific and Medtronic.
Securing the Seas: Strengthening Navy Cyber Readiness Through Strategic B2B Marketing
Through targeted digital marketing, automated workflows, and executive thought leadership, helped NITAAC deepen engagement with senior Navy leaders — supporting more than $1.7 billion in IT procurement across 20 branches worldwide.
Modernizing the Nation's Disease Defense: How NITAAC and CDC Used IT Innovation to Protect Public Health
In the aftermath of COVID-19, helped CDC modernize its digital infrastructure by integrating AI-driven predictive analytics and data automation — rebuilding public trust through a strengthened NITAAC partnership.
PTS Awarded Commonwealth of Virginia Statewide Airports Pavement Management Study 2025
Supported the award of the Virginia Department of Aviation's statewide airport infrastructure study — FAA-funded and spanning airports across the Commonwealth — underscoring EHCO's reach into engineering and federal contracting sectors.
Changing the Conversation on Aging: How Blue Rock Care Turned Healthy Aging Into a Community Movement
Transformed a Healthy Aging Month campaign into a citywide movement — reframing aging from something to manage into something to celebrate, through storytelling, community partnerships, and on-the-ground outreach.
HRS Takes the Global Stage: Driving Engagement for 13,000 Cardiac Leaders Across 40 Countries
Led an integrated marketing and media strategy evolving HRS's Annual Scientific Sessions from a national conference into a global gathering — managing the on-site media room, driving international storytelling, and running global advertising.
A New Definition of Luxury: Reimagining Waldorf Hotels for a New Generation of Global Travelers
Led the global brand strategy and campaign redefining Waldorf Astoria for a new generation after Marriott's Starwood acquisition — evolving the brand from traditional grandeur to experiential sophistication through digital storytelling and cultural relevance.
Taking Fear Out of Innovation: How NITAAC University Educates Federal Leaders on Health IT
Launched NITAAC University — an online learning platform teaching federal acquisition professionals how to leverage IT solutions to modernize systems, streamline procurement, and deliver mission results. Supported education of 500+ federal employees in the first cycle.
Rebuilding a Brand in Crisis: Turning Pandemic Fatigue Into $10 Million in Growth
Directed two waves of nurse workforce research and rebuilt ANA's brand and sponsorship strategy during peak COVID-19 disruption — growing funding from $3M to $10M in 12 months through Johnson & Johnson, Aetna, Rite Aid Foundation, and the American Nurses Foundation.
Defining Integrity: Elevating ANA's Code of Ethics Into a National Brand Platform
Transformed a longstanding professional standard into a dynamic, values-driven movement — reaching over 4 million nurses and nursing students through a $2 million integrated media initiative anchored in storytelling, education, and digital engagement.
Changing the Culture: Reframing "End Nurse Abuse" Into a National Brand for Workplace Safety
Led the brand strategy and creative direction turning a workplace issue into a national movement — earning multiple Ragan Awards, 25,000 congressional petitions, 30,000 text pledges, and $150,000 in merchandise sales reinvested into advocacy.