Summary
A storyteller experienced in translating complex data into practical insights. Skilled in both the technical and strategic aspects of data analysis.
Experience
Senior Specialist, Research & Development
WellSpan Health / Benjamin & Bond, 2020-Present
Responsible for leading research projects and early stage digital health product development using human centered design, both for WellSpan and externally as a consultant for Benjamin & Bond
- Design and conduct primary consumer research to support innovation projects and external consulting engagements using quantitative and qualitative methods
- Led the creation of the organization’s digital experience measurement strategy
- Set up analytics and user feedback for WellSpan digital properties and external client websites
- Co-authored 4 peer-reviewed research articles published in the American Journal of Preventive Medicine, AJPM Focus, Sage Digital Health (principal investigator) and American Journal of Managed Care (publishes in 2026)
- Serve as an internal subject matter expert for consumer research and data analysis
- Facilitate user testing sessions, workshops and journey mapping sessions
- Design website and app prototypes using a human centered design approach
- Led projects that were presented at national Epic UGM conferences in 2022 and 2023
Digital Marketing Specialist
Summit Health, 2015-2020
Responsible for managing the organization’s external web and digital marketing programs
- Led the digital marketing strategy for multiple service lines, including developing the budget, tactics, messaging, targeting and goals
- Increased digital marketing traffic by 80% and organic click through rates by 30%
- Built and maintained our marketing analytics dashboard, which combined data sources including the EMR, advertising, SEO, reputation management software and others
- Provided marketing data analysis to team members and leadership
- Set up and optimized web analytics, creating custom event tracking and conversion tracking
- Created and managed content for 3 Drupal websites
- Created content for social media and maintained editorial calendar (2015-2017)
Multimedia Editor
Public Opinion, 2006-2015
Writer, data journalist and web/multimedia developer responsible for helping a print news publication transition to a digital
- Covered business, economic development and county government for daily print and online publication, taking complex data and presenting in a way readers can easily understand
- Designed award-winning interactive multimedia content, infographics, databases and data visualizations
- Created social media content, helping to grow profiles from scratch to 30,000+ Facebook followers and 4,000+ X followers
- Developed and maintained content and back end of ShipNewsNow.com, a WordPress-based hyper-local news site
- Wrote several feature articles that were distributed nationally by the Associated Press
Education
- Master’s degree, Strategic Communications, Penn State University (2020)
- Bachelor’s degree, Journalism/Spanish, Duquesne University (2006)
Research & Presentations
- Digital engagement and the efficacy of patient portal-based preventive care interventions (Digital Health, 2025)
- A Multi-Institutional Evaluation of Billing for Tobacco Cessation Services: Opportunities to Improve Quality and Enhance Revenue Capture (AJPM Focus, 2025)
- A Lost Opportunity in Tobacco Cessation Care: Impact of Underbilling in a Large Health System (American Journal of Preventive Medicine, 2024)
- Automating Routine Health Maintenance Tasks (Epic UGM, 2023)
- Increasing MyChart Engagement: Lessons Learned From a 5-Diamond Organization (Epic UGM, 2022)
Skills
- Quantitative data analysis: Survey design, statistical analysis, data cleaning, data visualization, publishing academic research
- Qualitative data analysis: Discussion guide design, interview facilitation, user testing, transcript coding and synthesis, LLM prompt design for qualitative analysis
- Web analytics: Setup and optimization of tracking code, custom event tracking, custom reporting, building basic API integrations
Tools
- Data analysis: Python, R, SQL, SPSS, Power BI, Excel, QDA Miner, Epic SlicerDicer, ChatGPT/Copilot
- Survey: Press Ganey HX platform/Forsta, Qualtrics
- Market research/listening: NRC, Meltwater, Sprout Social
- Web analytics/marketing: Google Analytics, Google Tag Manager, Looker Studio, Google Ads, BigQuery, SiteImprove, Matomo
- Prototyping/design: Figma, XD, Miro, Illustrator
- Web CMS: WordPress, Drupal
Certifications
- Human Centered Design, MIT Sloan Executive Education (2021)
- Udemy Data Science Bootcamp (2020)
- Google Analytics Individual Qualification (2017-2020)
- Summit Lean System for Leaders (2018)
- Internet Marketing, University of San Francisco (2017)
Side hustles
- Run an ecommerce site, hymnguitartabs.com, where I sell original guitar sheet music
- Create all content, run advertising campaigns, and measure performance