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, Digital Experience Platform
WellSpan Health, York PA
Responsible for leading the customer digital experience analytics strategy
- Lead analytics strategy
- Configure website analytics for multiple websites
- Design user feedback surveys for website and patient portal and lead analysis and automation
- Design dashboards in Power BI and Google Data Studio
- Build custom API integrations with Python, Google Cloud Console and Power BI
- Write SQL queries for Google BigQuery
Senior Specialist, Research & Development
WellSpan Health / Benjamin & Bond, York PA
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 5 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
- 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, Chambersburg PA
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, Chambersburg PA
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
- Bachelor’s degree, Journalism/Spanish, Duquesne University
Research & Presentations
- Billing for Tobacco Cessation: Enhancing Data Quality and Revenue Capture (AJMC, 2026)
- 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
- Udemy Data Science Bootcamp
- Google Analytics Individual Qualification
- Summit Lean System for Leaders
- Internet Marketing, University of San Francisco
Side hustles
- Run an ecommerce site, hymnguitartabs.com, where I sell original guitar sheet music
- Create all content, run advertising campaigns, and measure performance