Kelli Johnson

Kelli Johnson, MBA-|- Experience Director, Marketing and Communications University of Maryland Medical Center Midtown Campus Aug 2022 - March 2023 Provided marketing leadership to develop and implement strategic marketing plans to grow volume, increase brand awareness, and establish thought leadership. ● Worked in collaboration with a multidisciplinary team to set creative strategy for an integrative marketing campaign promoting the new Midtown Campus Outpatient Tower. The campaign included print, digital, tv and outdoor advertising as well as videos. At the conclusion of the campaign there were over 200 requests for appointments. Prepared and disseminated critical internal communications to over 1,500 hospital employees and medical staff. ● Served as the Public Information Officer (PIO), a vital member of the Hospital Incident Command Structure, working closely across several disciplines to communicate timely information to internal and external audiences ● Led the UMMC Midtown Celebrations Team in planning hospital-wide events that included a mix of internal and external stakeholders. Coordinated event logistics for ribbon cutting and grand openings, hosting 75 - 100 guests including elected officials, board members and hospital leadership. Developed talking points and communication strategy for internal and external events. Senior Marketing and Communications Manager University of Maryland Medical Center Midtown Campus Jun 2018 - August 2022 Developed integrative marketing strategies and campaigns to promote key programs to increase appointments and awareness. Worked in collaboration with graphic designers, copywriters, photographers and videographers to produce content for award winning campaigns. ● Earned Bronze Awards for the “Diabetes Relationship Goals Campaign” and “Vascular Leg Pain Billboard” from the 2020 Service Industry Advertising (SIA) Awards which consisted of more than 500 advertising agencies and over 715 institutions participating in the national competition with over 1,600 entries. ● Earned a Gold Award for the “Vascular Leg Pain Billboard” and a Silver Award for the “Comprehensive Mental Health Services Brochure” from the 2020 Aster HealthCare Advertising Awards - the nation's most elite competition dedicated to recognizing the most talented healthcare marketing professional for outstanding excellence in advertising, marketing and communications. Served as the Internal Communications lead for the UMMC Midtown Campus ● Spearheaded COVID-19 vaccine efforts for UMMC team members as one of three Public Information Officers at the height of the global Coronavirus pandemic. Working alongside infection prevention specialists and hospital administration, we ● were able to vaccinate over 80% of the workforce within 12 months. Partnered with HR to host a series of employment recognition and engagement events to foster relationships and boost morale. HIred, onboarded and provided leadership and strategic direction to one direct report and led a number of cross-functional teams to advance the goals of the hospital. . Strategic Marketing Manager University of Maryland Medical Center Aug 2012 - Jun 2018 Provided marketing leadership to initiate and develop a well articulated capabilities statement including clinical, research and education competencies in coordination with the physician, clinical and administrative staff, defined market differentiators, unique strengths and market opportunities; developed profiles of key personnel to support marketing activities. Provided leadership and management of marketing plan initiatives that supported the hospitals’ operating plan and capitalized on undertakings and initiatives of the Medical System and School of Medicine. Collaborated with the public affairs department for the submission of news articles and media releases concerning innovations and new programs and procedures of the service lines. Assisted in positioning members of the School of Medicine faculty as experts and spokespersons on related issues. Prepared reports and analyzed data to illustrate the market position of the service line, affiliate hospitals and freestanding outpatient facilities. Determine the ROI for marketing campaigns. Project management of advertising campaigns, collateral materials, interviews, and other creative products, content for the Web site and other media related marketing initiatives often requiring the selection of vendors and evaluating contracts. Service Line Marketing Associate University of Maryland Medical Center Mar 2009 - Aug 2012 (3 years 6 months) Developed an annual plan for marketing assigned service line(s), using a combination of physician-to physician programs, selective advertising, and support for direct marketing and operational goals Conducted and collected appropriate market research for assigned service lines, affiliate hospitals and freestanding outpatient facilities Project coordination of advertising campaigns, collateral materials, interviews, and other creative products, content for the Web site and other media related marketing initiatives Planned Transplant Patient Seminar from start to finish, including promotion and execution. Resulted in 92 attendees and 12 onsite appointments. Revamped the University of Maryland Medical Center Grand Rounds Program, increasing the number of Grand Rounds scheduled by over 50% Physician Marketing Specialist University of Maryland Medical Center Aug 2006 - Mar 2009 (2 years 8 months) Awarded Employee of the Month recognition March 2008 Coordinated an average of 12 physician outreach meetings per month to promote UMMC physicians and services to foster and maintain relationships with referring community physicians Managed a database of physicians used for company mailings and outreach efforts Organized, developed, and produced medical center wide physician directory that was distributed to 10,000 physicians and health care providers statewide Assistant Buyer Hecht's Department Stores Jul 2005 - May 2006 (11 months) Analyzed sales data to identify opportunities and challenges and communicated findings with the Buyer Maintained and updated business recaps that provided information on key selling merchandise, enabling the buyer to make proactive decisions regarding the business Managed all aspects of advertising from creatively updating layouts, merchandise selection and sign off, resulting in a substantial increase in sales Partnered with Buyer-In-Training to establish a strong differentiated Spring 06 sandal assortment based on last year's trends and missed opportunities Marketing Coordinator MAXIMUS Ticket to Work Sep 2004 - Jun 2005 (10 months) Contacted local organizations to recruit them into a Social Security Administration Program network that helps individuals with disabilities return to work. Conducted over 20 presentations while understaffed at various conferences, conventions, and face-to face meetings, significantly increasing awareness of the Ticket to Work program. Analyzed businesses, markets through Internet research, resulting in consistently meeting goals, averaging 3 presentations/meetings a month, 10 contacts a day, and recruiting 11 organizations. Coordinated and led two RFP teleconferences for over 20 organizations providing assistance to those organizations interested in completing the RFP, resulting in four RFP applicants. Made recommendations for solutions to marketing programs and plans by analyzing program data to identify areas of improvement. Education University of Maryland University College MBA, Business 2008 - 2010 Howard University BBA, Marketing 2000 - 2004 Skills Marketing Strategy • Marketing Communications • Social Media Marketing • Event Planning • Creative Writing • Retail Marketing • Salesforce • Marketware • Microsoft Office • Market Research