Brand marketing and digital transformation
ROLE: Director of Brand Marketing
Date: 2022 - 2024
Intealth needed a clearer, unified brand and a modern content engine to connect its legacy divisions with a global audience.
As Director of Brand Marketing, I led the Creative Services and Social Media team to build a consistent brand system, relaunch social media, integrate two brands into a single entity and shift the organization to data-driven marketing.
the challenge
Intealth had strong credibility in global medical education but a fragmented brand story and a confusing merger of two divisions - ECGMG and FAIMER.
Visual identity, voice, and content varied across divisions and channels, making it hard for audiences to understand who Intealth was and why it mattered
what wasn’t working
Inconsistent visuals and voice across web, email, events, and social. Underused social channels with no clear content strategy. Limited use of analytics to guide content and investment. Antiquated events strategy. Internal brand.
what i did
Built a Scalable Unified Brand System: Created and rolled out a detailed brand style guide covering logos, typography, imagery, templates and voice. Art Directed and project managed a definitive company overview brochure giving a high level overview of Intealth and its divisions, ECFMG and FAIMER. Launched a new website for Intealth.
Relaunched Social Media and Content Strategy: Hired a dedicated social media manager. Defined a channel and content strategy focused on key audiences: young medical students, physicians, educators and global partners. Consolidated and relaunched social media channels with refreshed visuals and consistent cadence. Developed an easy to use and scale template for lead generation landing pages that would be used at numerous conferences per year.
Also developed a multi-channel awareness campaign including advertorial placements in the Philadelphia Business Journal, direct mail, radio, and a dedicated landing page. Campaign was fully planned and contracted pending final executive approval.
Led Creative and Marketing: Managed the Creative Services and Social Media Team, prioritizing work, giving direction and protecting quality. Collaborated closely with executives and event leads to align conference branding, campaigns, and content. Expanded events strategy to include branding sponsorships at conferences.
Made Marketing Data-driven: Standardized reporting using Google Analytics, Looker Studio and social media metrics to track reach, engagement, and website behavior. Shared regular performance updates with leadership and partners, turning metrics into decisions about topics, formats, and resourcing.
impact
Over a period of 2.5 years, measurable impact was evident throughout the organization and it’s divisions, including:
130,000+ reach
Developed Provided consistent follower and engagement growth across three websites, LinkedIn, Facebook and Instagram.
31% Growth
Increased social media posting cadence and relationships with influencers by 31% which led to consistent organic growth.
New websites
Helped build a new Intealth website and custom landing pages that tied Marketing and creative output to metrics.