WRITING and EDITING

• Write content for service line websites for Penn Medicine. Perform quality assurance (QA) for content written by other sources.
• Write search engine optimizing (SEO) copy for websites.
• Conducted telephone interviews with assigned subjects; researched background information related to assigned topic; and wrote 2,000-word feature articles for NEWS-Line, who publishes national healthcare magazines. Met monthly deadlines for publication.
• Designed and wrote User Manual for School District Website Template at ARAMARK. Developed Style Guidelines for food service directors to follow in maintaining their websites.
• Wrote content of Valley Forge Military Academy and College (VFMAC) website, including marketing verbiage, factual and human interest data.
• Wrote press releases, media alerts and news articles for VFMAC website and alumni magazine.
• Administered questionnaires and conducted interviews with faculty members, using collected data to write profiles for VFMAC website and e-newsletter.
• Wrote copy for VFMAC brochures, e-newsletters, and view books.
• Wrote promotional e-mails to subscribers of VFMAC news alert service.
• Wrote Web Policies and Procedures, Privacy Policy, and Copyright Notice for VFMAC.
• Developed and/or edited content for websites of varying subject matter on a freelance basis.
• Wrote and edited detailed descriptions of software for publication in trade book, CD-ROM and on-line service.
• Managed staff of six editors for national publication, determining scope of projects and assigning to individuals based upon their strengths. Ensured monthly deadlines were met.

WEB and ONLINE MARKETING

• Simultaneously manage multiple website development projects for Penn Medicine, handling all communication between client, marketing managers, and Web team.
• Perform search engine optimization (SEO) and quality assurance (QA) on all websites built by Penn Medicine Web team.
• Do research on search engine rankings, keywords and key phrases best used, search terms used to find sites, and competitors' sites in preparation for SEO.
• Improved Penn's rankings in Google from nonexistent to the middle of page two when searching for sports medicine in Philadelphia.
• Improved Penn's rankings in Google from nonexistent to:
  • The bottom of page one when searching for joint replacement and joint replacement surgery in Philadelphia;
  • The top of page two when searching for joint reconstruction in Philadelphia;
  • The bottom of page two when searching for hip replacement in Philadelphia.
• Improved Penn's rankings in Google to first when searching for bone fracture repair in Philadelphia, and second and third when searching for trauma and fracture service.
• Develop information architecture (IA) for new Penn Medicine websites.
• Work with marketing creative team at Penn Medicine to ensure websites are consistent with collateral in style and content.
• Analyze website statistics to determine what works and what doesn't; implement changes based on findings.
• Managed School District Website Template project for ARAMARK which included meeting with outside vendors, communicating needs and expectations, and closely monitoring progress.
• Managed project to incorporate content management system and transition content into it, redoing information architecture in the process.
• Built and maintained Valley Forge Military Academy and College (VFMAC) website.
• Increased visitors to VFMAC site through Web management and marketing campaigns, direct marketing, opt-in features, banner ads, traditional advertisements, and SEO.
• Assisted in planning integrated, strategic marketing campaigns.
• Strengthened positioning and brand identification through development of interactive multimedia marketing mix (permission-based e-mail marketing, customized CD-ROMs, e-postcards, banner ads, SEO, and traditional sales and support publications).
• Increased internal communication and employee relations with creation of an intranet with interactive database-driven forms, human resources information, and employee newsletters.

EMPLOYMENT HISTORY:

• Senior Internet Communications Coordinator, November 2011 – Present
  Independence Blue Cross, Philadelphia, PA
• Senior Web Manager, December 2007 – November 2011
  University of Pennsylvania Health System (aka Penn Medicine), Philadelphia, PA
• Freelance Writer, June 2002 – July 2008
  NEWS-Line Communications, Inc., King of Prussia, PA
• Web Analyst, Oct 2004 – Aug 2007
  ARAMARK Corp., Education K-12 Division, Philadelphia, PA
• Adjunct Instructor, Sept 2003 – May 2004
  Delaware County Community College, Media, PA
• Website Manager, June 2000 – Oct 2004
  Valley Forge Military Academy and College, Wayne, PA
• Freelance Content Editor, Oct 2000 – May 2002
  Internet Business Solutions, Wayne, PA
• Department Editor, Mar 1994 – May 1998
  Data Sources, Mount Laurel, NJ

TECHNICAL SKILLS:

AWARDS:

• 2011 Web Health Award^SM: Silver, Website - Penn Heart and Vascular Website
• 2011 Web Health Award^SM: Merit, Website - Penn Bariatric and Metabolic Surgery Program Website
• 2010 eHealthcare Leadership Award: Silver, Best Subsite/Center of Excellence - Heart and Vascular Center Website
• 2010 eHealthcare Leadership Award: Distinction, Best Subsite/Center of Excellence - Orthopaedics Website