My tenure with the Healthcare Financial Management Association (HFMA) spanned over 8.5 years, beginning as a Senior Designer and evolving into a Creative Team Lead role. I brought a strong design agency background with extensive experience across print, digital, web, and mixed media, helping to elevate the organization’s creative capabilities and overall brand presence.
I was initially tasked with unifying a broad range of product offerings across a complex, horizontal stakeholder structure. HFMA serves both individual members—through education, certification, and networking opportunities—and healthcare finance solution providers, who engage through sponsorship and partnership channels. Establishing a cohesive brand and communication system across these audiences was central to the role.
To support this, I developed a comprehensive Brand Guidelines Book and a Design Process Manual, establishing high standards for creative execution and ensuring consistency across all channels. These resources became foundational tools for onboarding new team members and maintaining quality as the team scaled and evolved.
The internal team operated as a full-service, mixed media studio. I provided creative direction across all deliverables, including integrated digital and print marketing campaigns, on-site event branding, and large-scale conference experiences. I also oversaw the production of live event audio/video capture—such as testimonials and photography—as well as promotional media, product awareness content, and instructional materials.
During this period, HFMA experienced significant growth and improved performance. National membership increased from 40,000 to 145,000 members, while membership satisfaction scores rose by 30 percent. Additionally, internalizing design and marketing services led to substantial cost savings, reducing reliance on external vendors while increasing efficiency and creative control.
Live Event Marketing
Ad Campaigns
Mixed Media
