ChenMed: Point of contact for 32 individual markets, providing daily optimizations across paid social and paid search for significant improvements in lead generation capabilities. Hyper-targeted campaigns driving Medicare Advantage eligible patients to sign up for services faced intricate geographic needs and limited audience targeting, but experienced sustained growth over several years of management. In 2025, search saw an 86% reduction in CPL and a 295% lift in conversion rate. Social saw a 512% lift in leads and 98% CPL reduction.

Medical College of Wisconsin: Led placement and analytics for a cross-channel campaign to raise awareness of colorectal cancer among younger demographics. The media buy surpassed benchmarks and provided significant added value impressions, but more importantly, supported a study into community impact. An article was published in the American Journal of Cancer Research regarding the results, and later presented at the 2024 APHA conference. I wrote the media team’s sections in this article. Read it here: https://doi.org/10.62347/PGYM7724.

UC Davis: Ran several campaigns across television, OOH, email, direct mail, online video, and paid search seeking enrollments in a study on declining memory in seniors. In addition to the inherent challenge in reaching this population, we also sought to raise awareness of symptoms and potential treatments within historically underrepresented and resistant communities. Campaign microsites averaged a conversion rate of 7.9%, well above benchmark, and met enrollment goals.

Served as the digital media specialist on several other prominent healthcare accounts such as AltaMed, Center for Elders’ Independence, Central Health, and Helios Clinical Research.

Texas HHSC, DSHS, & UT Health San Antonio: Planned, launched, and managed a $3M+ yearly budget across broadcast, OOH, digital, audio, paid search, and paid social to increase fentanyl poisoning awareness throughout Texas. Utilized emerging technologies as the first government entity to advertise on BeReal. Through vendor negotiations and comprehensive optimization, secured a 50% reduction in overall campaign CPM. In conjunction with several other important measures, Texas saw a decrease in deaths caused by fentanyl poisoning over the years that this campaign was live despite the difficulty in targeting youth and other vulnerable populations.

Federal Motor Carrier Safety Administration: Met stringent background checks and security clearances in order to plan and place a nationwide campaign to raise awareness of human trafficking among truckers. Channels employed include OOH and mobile retargeting, audio news releases, display, sponsored content in key publications, paid search, paid social, and online video.

Served as the digital media specialist on several other prominent government accounts such as the Department of State, CDC, and Military Officers Association of America.

Port of Los Angeles: Planned an integrated 12-month, cross-channel media strategy spanning digital, audio, OOH, paid search, and paid social for a major California waterfront destination after several years of successfully driving brand awareness. View the sample media plan here.

WMATA: Managed event response campaigns from end-to-end in the DC area, successfully driving in-person attendance of community forums and awareness of station updates with budgets <$500.

World Trade Center: Provided strategic recommendations and boosted organic social media for brand lift, follower growth, site traffic, and viral engagement.

Davenport University: Supported a new bilingual degree program by raising local awareness and driving leads. Channels were diverse, including broadcast television, cable, streaming video, OTT/CTV, radio reads and interviews, print newspaper, digital display, retargeting, paid social, and paid search. Despite targeting an area with Hispanic college attendance of less than 10%, we provided several hundred qualified applications resulting in confirmed enrollments for the program’s debut.

University of Texas at Austin: Supported enrollment in flexible coursework with high-profile local placements of television interview segments, social dark posts by the stations, and print advertorials. One segment connected especially well with a local manager who reached out to establish an employment pipeline for graduates, providing additional positive press coverage and an excellent unexpected selling point for the university.

PAMA, Hpnotiq