Contribute to creative direction and UX design for high-visibility campaigns, initiatives, and experiential communications across print, digital, and video channels, supporting a large, integrated health system.

Partner with cross-functional teams and web developers to shape information architecture, page hierarchy, and design treatments for BaystateHealth.org.

Strengthen digital asset management practices through improved taxonomy and governance, increasing usability and consistency of creative deliverables.

Refine project intake, scheduling, and interdepartmental communication by enhancing project management tools and workflows.

Enhance digital communications with improved structure, navigation, and interactive design that reflects system-wide brand standards.

Serve as an external creative consultant to national and regional organizations, providing brand strategy, UX/UI design, and design systems expertise across web, print, video, and campaign initiative.

Advise clients on brand positioning, visual identity, content strategy, and audience communication—conducting competitor research, content curation, and message development to inform design decisions

Develop and execute integrated creative deliverables, including social media frameworks, editorial graphics, and copywriting, aligning content with brand standards and campaign objectives.

Deliver hands-on creative execution as the primary design resource, managing scope, timelines, and vendor coordination from concept through delivery

Directed enterprise brand strategy, visual identity, and narrative-driven brand expression across a nine-hospital healthcare system serving patients, payers, healthcare providers, and employees.

Led and mentored an in-house creative team while overseeing agencies and freelance partners; managed RFP processes and assumed direct creative control when agency performance fell short.

Developed and governed system-wide visual identity and editorial standards, ensuring consistent brand expression across digital, print, environmental, and campaign touchpoints.

Led consolidation of more than 20 standalone hospital websites into a unified, SEO-optimized digital platform, shaping UX, information architecture, and content hierarchy.

Served as on-set creative director for patient- and provider-facing photo shoots and broadcast campaigns; translated research and audience insights into high-impact brand awareness initiatives.

Led marketing, brand integration, and change communications during the hospital’s onboarding into the WMCHealth network.

Partnered with leadership to implement brand standards, wayfinding, and messaging across clinical and administrative environments.

Conducted market research and stakeholder engagement to inform brand positioning, employee communications, and community outreach.

Led communications strategy, content development, and creative execution in support of a $50M capital campaign, shaping campaign narrative across digital, print, media, and donor communications.

Wrote and designed campaign collateral, executive messaging, grant proposals, and advertising copy; supported board and executive leadership with talking points and media preparation.

Managed media relations and reporter engagement, fielding inquiries related to campaign funding, initiatives, and community impact.

Following completion of the capital campaign, expanded responsibilities to support network-level marketing and creative services initiatives during a system-wide rebrand.

Led an in-house creative services team delivering brand, editorial, and marketing initiatives across print and digital channels.

Directed creative operations, workflows, and external partners to ensure consistency, efficiency, and high-quality execution at scale.