Christopher Contreras

Marketing & Communications Market Director @Dignity Health

Glendale, CA, US

In the first 90 days, scaled the functional expertise from three directors, who previously and independently supervised advertising, publicity, and staff communications, into a singular directorship for the Southern California’s marketing and communications department.• Collaborates with multiple C-Suites across five geographies to create 360-degree short-range plans to grow consumer consideration and conversion, and long-term plans to support brand awareness and preference. Navigates a complex matrix of stakeholder endorsements.• Orchestrates paid and earned advertising and publicity programs to stimulate awareness, engagement, and conversion opportunities in a competitive healthcare landscape, while exploiting points of difference, mitigating risks, and connecting communities to healthcare.• Recalibrated a multi-million dollar advertising and publicity budget to align with annual strategic initiatives, recovered $653K of digital programming in underperforming tactics, and redeployed $408K of digital advertising toward services that drive 75% of the market’s margin.• Restructured processes, resources, and technology amid a 50% staff reduction to increase facility support by 66% and expand on-campus presence by 55%. Developed high performance by assigning managers one vertical function. Bolstered engagement with upskilling and recruiting.• Identified critical areas for improvement through feedback loops with executives across the State of California. Implemented initiatives to repair the team’s reputation around timeliness, completeness, storyboarding, influencing, and cross-functional collaborations.• Used patient encounter and contribution margin intelligence, paired with market forecasts and historical investments, to develop comprehensive plans that prioritizes top margin-driving services through advertising and publicity channels yielding the strongest results.