UnitedHealthcare

Creative direction and leadership


Due to the sensitive nature of this work, please reach out directly if you’re interested in seeing samples from my time at UnitedHealthcare. In the meantime, below is a summary of the type of work I do at UHC:

I lead the Medicaid Marketing Creative team, overseeing brand storytelling and design strategy for one of the nation’s largest healthcare programs. Balances creative leadership with operational problem-solving to ensure work meets business objectives while effectively engaging and informing diverse communities.

Creative Leadership & Strategy

  • Partners with marketing strategists, writers, and designers to develop high-quality, impactful creative that simplifies complex healthcare topics.

  • Ensures all creative is visually compelling, accessible, culturally relevant, and compliant with regulatory standards.

  • Leads the development of integrated campaigns, member communications, and go-to-market materials across multiple channels.

  • Collaborates cross-functionally with internal stakeholders and external agencies to align creative with broader marketing goals.

  • Developed the C&S Value Proposition Messaging Framework, along with territory and persona insights, to inform our 2025 National Always-On campaign strategy.

  • In 2025, partnered with marketing leaders to execute a complex project plan for the 2025 Always-On campaign launch.

Team Growth & CULTURE

  • Fosters a positive, growth-oriented team culture, encouraging innovation, collaboration, and curiosity.

  • Expanded the C&S Marketing Creative team in 2024, mentoring a direct report into a new leadership role.

  • Defined new roles, responsibilities, and engagement processes while expanding the C&S RFP Creative team (2022–2023).

  • Strengthened collaboration with proposal directors, managers, and cross-functional teams to align creative with bid strategy while leading the C&S RFP Creative team (2022–2023).

Key Initiatives & Achievements

  • Spearheaded workflow improvements to enhance brand consistency and elevate design standards; helped stand-up the C&S instance of Workfront creating process documentation and best-practice training.

  • Created a comprehensive local event guide, standardizing best practices for on-the-ground marketing teams to improve brand presence at community events.

  • Led the development of scalable QR code signage that connects attendees directly to relevant plan information, increasing engagement and reducing reliance on printed materials.

  • Established a digital messaging architecture to ensure consistency across materials within C&S markets

  • Led high-level training on knowledge management and overhauled team SharePoint sites and file management system.

  • Implemented new project workflows to improve efficiency, ensuring creative assets met proposal deadlines while maintaining high design quality.

  • Developed the RFP Creative Value Story, clearly articulating how strong visual storytelling and branding impact proposal success rates and provided additional creative training across partner teams to improve understanding.

  • Maintained a dotted-line relationship with the RFP creative team through 2024 following reorg, continuing to provide guidance on UHC brand standards and design best practices.