Vice President, Marketing

Executive

Knowledgeable marketing professional with 20 years' experience in driving marketing strategy, customer
experience, and brand development for a variety of clients including Acuity Eye Group, Pacific Dental Services,
Avery Dennison, Kaiser Permanente, the Alexandria VA Convention & Visitors Association, and Procter & Gamble.

A vertically integrated ophthalmology group in California with over 50 locations and 5 surgery centers, physician-
owned: $100M annual revenue

•   Created the brand strategy for the organization including building a brand hierarchy and the crafting of the
mission and vision statements, copywriting all content to create a complete brand guidelines document, and art directing a collection of branded collateral

•   Owned the interior design and patient experience strategy for an innovative new approach to eye care
called Acuity 360. This initiative was brought to market in 3 months and resulted in an additional 5000+
patients being seen in 2019

•   Implemented a thorough set of marketing KPIs that aligned with the census goals for the clinics and growth
goals of the organization to measure and optimize the marketing plan. These metrics identified successful
campaigns such as end of year benefits that resulted in over $200K of additional revenue, as well as monetized our quarterly email campaigns which resulted in over $1 million in attributed additional revenue
annually

•   Lead a 35-person Call Center fielding 30,000+ inbound calls each month as well as additional initiatives
such as new patient referrals, patient recall, and medical records requests. Through implementation of a new VOIP system, staffing restructuring, and thoughtful training program, improved performance of Call
Center from an average of 84% of calls answered to 98% in 12 months

•   Serve as a Project Manager and User Experience Leader for a custom built Electronic Medical Records
(EMR) system that utilizes Artificial Intelligence (AI) technology

•   Lead the Company's Public Relations and Internal Communications functions, which includes the development of quarterly company newsletters, press releases, and crisis management as well as building
the company intranet system

•   Created and led the first annual Strategic Planning Initiative for the organization ensuring all departmental
projects aligned with company growth goals and that budgets were in place to ensure success

Pacific Dental Services (PDS) is a Dental Services Organization (DSO), that provides business support services to dental offices throughout the United States

•   Lead the development of strategic marketing and patient experience initiatives for five unique brands at a
national and local-office level to drive patient acquisition, retention, in-office experience, and brand
awareness
•   Developed a team of over 30 decentralized regional marketers, providing them with strategic guidance to ensure the success of the offices and brands in their markets as well as develop the cross-channel
marketing skill sets of the team

•   Researched, selected, and implemented a Marketing Resource Management system to assure scalability
and compliance across multiple channels and regulatory boards as well as increase efficiency and reduce the need to add full-time employees

Senior Manager, Marketing

A leader in health insurance, Kaiser Permanente presented a unique challenge as they are also the service provider

•   Developed a new multi-channel marketing strategy that reinvented the way healthcare was sold to individuals - speaking to prospects in a conversational tone and avoiding difficult to understand insurance
and marketing jargon. This approach also promoted Kaiser Permanente's brand message of "Thrive"

•   Working with the Kaiser Permanente marketing team we realized that a main barrier to conversion was the
lack of a quality Call Center to nurture leads. We teamed up with their new Call Center and developed the strategy and creative for an 11-touch lead management program that nurtured prospects via specific
messaging and creative identified through research to increase conversion

•   Led client's quarterly strategic planning meetings - identified areas for client growth and learning, arranged
for speakers, planned workshops, and provided debrief and recommendations for future sessions

Kaiser Permanente Account Supervisor

A tourism marketing arm for the city of Alexandria, VA, responsible for driving tourists into the hotels, shops, and events in the city.

•   Developed a fully integrated brand image to improve awareness and success of marketing programs

•   Improved department efficiency by utilizing a CMS-driven website during the redesign

•   Successfully ran annual Fall and Winter programs on minimal budgets while improving results for the organization stakeholders and meeting the requests of the residents and area business associations

Director of Marketing

A Direct Marketing Agency that focused on direct-to-consumer initiatives to drive the business of its clients

•   Account Manager for AHOLD, BJ's, and Family Dollar for the Procter & Gamble Customer Marketing Team

•   Applied agency core competencies such as creative planning, direct mail, and experiential marketing to maximize the Procter & Gamble Customer Marketing Team's collaborative marketing efforts

•   Developed and managed consumer learning research that led to in-store and external marketing
communication for Family Dollar

Procter & Gamble Account Manager

Find out detailed information about Laura Rod, Vice President, Marketing in Alexandria, VA

Laura Rod: Vice President, Marketing in Alexandria, VA

Laura Rod