2021–2025
Interim Head of Marketing — Consumer
Series B · B2B2C Career Marketplace for Healthcare Professionals
100M+
PR impressions
50%
CAC reduction
3x
creator program ROI
2K+
leads / month
Incredible Health needed to shift from paid acquisition dependency to sustainable organic growth. I reported directly to the CEO, led the marketing function independently, and built a high-performing team to transform how the company reached nurses and healthcare employers.
Designed and launched the annual State of Nursing Report — a national survey of 3,400+ nurses transformed into an interactive, evergreen microsite. Led narrative direction, oversaw survey design and analysis, then activated it as a full-funnel engine: PR placements, webinars, social content, sales enablement, and nurse influencer partnerships.
→ 100M+ impressions
→ 15 pieces of press coverage
→ ~200 leads generated
→ 15% brand visibility lift
Identified influencer marketing as an untapped organic acquisition channel. Built the program from scratch: sourced creators, built the brief and partnership structure, managed relationships, and tracked ROI. Scaled to 30 active nurse creators.
→ 0 → 30 nurse creators
→ 3x ROI on creator program
→ 3x organic acquisition increase
Built and owned nationwide paid search strategy from scratch. Nobody handed me a program. I built one, tested it, optimized it, and scaled it to drive qualified pipeline at volume. Developed a UGC creative strategy to offset brand creative costs and reduce CAC.
→ 50% CAC reduction vs. paid social
→ 2K+ qualified leads/month
→ $1M+/month spend managed
→ UGC cut CAC another 30%
Flew to LA, led the shoot, directed the edit. Produced two video series — nurse testimonials and a nurse advocate spotlight. Owned every step from concept development and creative brief through talent sourcing, media prep, production logistics, and on-site direction.