San Francisco, California, United States
Marketing strategist, business development expert and communications leader who takes existing strategic projects and makes them more successful. Over the past two decades managed numerous, multi-million dollar strategic initiatives that required deep collaboration with disparate entities and unique, first-of-their kind approaches. Able to unite organizations and stakeholders to work together and execute flawlessly. Brings in key projects on time and under budget. Passionate and innovative leader who motivates and inspires team members to perform at their highest levels. Track record includes securing $100K in gifts, filling courses and clinics in record time (2-3 months), driving significant staff participation in "tech" staff survey (600 responses). Outside of work, Laurel fosters entrepreneurship in local communities, including the under-represented, through work with the Harvard Business School (HBS) Alumni Association and board associations. Has worked and in lived internationally, including in Japan, France and Singapore, and speaks French and Japanese.
Manage tech news, events and career communications across the systemwide UC tech community, a matrix of 20 members of the forward-thinking technology community at the university, with 30+ entities across the state. Focus all actions on achieving leaders' business objectives, evolving customer needs and the dynamic interplay between innovation and fact-based planning, while living the organization's essential values in how I approach my work and colleagues. 🎯 SELECTED ACHIEVEMENTS: ☑ Grew customer engagement, ranging from C-suite engagement and public outreach (YouTube +330% YoY), web (+190% YoY) to high-profile, executive event management, including 3 first-time leadership retreats on AI. ☑ Based on leadership insights and in-depth market analysis, created and presented to UC leadership, recommendations for updated approaches to tech staff professional development. ☑ Built a full-service, in-house advertising agency, managing hundreds of team members, vendors, channels and projects to expand digital communications by 20x.
Fully managed the University of California’s only systemwide technology newsletter, highlighting innovation and achievements across 10 campuses, six academic health centers, and three U.S. Department of Energy national laboratories. Under my leadership, the newsletter was recognized by both vendors and staff as the primary source for understanding the scale and pace of UC’s technology landscape. 🎯 SELECTED ACHIEVEMENTS: ☑ Developed custom AI tools to streamline workflow, including an editorial agent that standardized all submissions to UC style guidelines; selected by leadership as a model for a 1,000-person training workshop ☑ Increased subscriptions by 25% and expanded reach and content output 20x through structured audience development, including media pitching, and new formats (webinars, video, reels, podcasts, infographics) ☑ Applied CPG-style marketing rigor (surveys, real-time analytics) to inform strategy; annual survey distributed to 190K staff generated 1,000 responses, directly shaping content and channel decisions
AI-powered software platform providing improved stroke outcomes based on earlier stroke detection and more effective treatment
Developed new communications standards to maximize collaboration and position the team in a field that they are defining, at the intersection of bio medicine and data science. 🎯 SELECTED ACHIEVEMENTS: ☑ Led launch of UCSF Center for Real World Evidence with $50K campaign from website to conference plans. Customer/KOL interviews included FDA and top-20 global pharmaceutical industry clients. ☑ Managed brand communications & PR, including social media, web/email outreach and press, generating an average of 7M Twitter impressions/day, up 200x in 3 months. Created the team's first CRM.
Led marketing initiatives to positively impact the organization's outreach, profitability, and credibility. Consulted on key project with UCSF Health Hub. 🎯 SELECTED ACHIEVEMENTS: ☑ Developed innovative approach to university startup formation. Conducted in-depth analysis of competitive landscape and best practices across 30 national peer institutions, venture capitalists (VC’s), and entrepreneurs. ☑ Drove 300% enrollment growth in global entrepreneurship course through systematic outreach to new-to-UCSF audiences. ☑ Improved process and procedures that increased efficiencies and productivity. ☑ Created first strategic performance dashboard to provide performance visibility across internal and external stakeholders. Using expert project management skills, delivered end-result on-time and on-budget. ☑ Secured 2 executive leaders from Verily and Walmart Health as keynote speakers for Digital Health Awards event.
Managed numerous client marketing programs, including the Department of Surgery, Orthopaedics, Endocrinology, Otolaryngology, Acute Care and Pediatrics/Family Medicine to develop campaigns while integrating multiple perspectives and feedback mechanisms which optimized campaign effectiveness. 🎯 SELECTED ACHIEVEMENTS: ☑ Sourced and negotiated contracts with new vendors and developed key performance metrics to ensure contractors were effective in delivering results on time and within budget parameters.
I managed and maximized a $400K annual marketing budget to grow the reputation and demand for UCSF Radiology, with $133M in sales. 🎯 SELECTED ACHIEVEMENTS: ☑ Created a multi-channel survey program with a 38% response rate for email surveys and 200+ in-person interviews with a CRM of ~5K. Data results honored by peers and utilized for presentations at 2 National Advisory Board Conferences. ☑ Leveraged business intelligence tools to analyze and address performance for UCSF Radiology, contributing to record 80% of customers meeting targets in representative clinics. ☑ Established improved systems and processes, including optimum communication channels for referring physicians and improved approach to content-generation. ☑ Delivered $100K cost savings by assessing existing and hiring new portfolio of vendors. ☑ Spearheaded breast cancer screening event, with 300 attendees and 1M post-event visibility. On-boarded thought leaders, business partners, and ensured continued education credits for health care providers. Event was 1 of largest educational events of its kind at UCSF. ☑Pioneered innovative, integrated, digital marketing tools, including the use of GEO Fencing techniques, digital radio ads and a new social media tool to reach patients through referral networks to engage new audiences. Hosted live, online digital events including a live tweet event on Twitter.