Tom Kirby

About Tom Kirby

Experienced senior marketing, analytics, and BI director with a demonstrated history of working in the hospital & health care industry. An expert in turning business intelligence into actionable opportunities. Skilled in Brand and Marketing Strategy, Research, Consumer Insights, and Digital. Dynamic leader with a Master of Business Administration (MBA) focused in Marketing from University of Pittsburgh - Joseph M. Katz Graduate School of Business.

Experience

1. Senior Director, Strategic Marketing and Intelligence

   UPMC

   Sep 2022 — Present · Pittsburgh, PA, US

   Built market insights team, changing the culture of the department from a reactive cost center to a proactive and predictive revenue driver for the health system.Lead consumer and brand strategy development to guide execution of marketing campaigns.Utilize state and internal data to understand markets and service lines with greatest opportunities for volume and revenue growth. Working with leaders across finance and operations to align strategy to business objectives.Developed analysis tools to track the complete consumer/patient funnel from interest, to conversion, to appointment, and any ensuing procedures, providing department and execs ROI analyses at the macro and micro/campaign level.Developed proprietary consumer database containing ~5MM individuals within the UPMC footprint; continually improving the accuracy of data and modeling using unique custom algorithms, machine learning, and AI. The database serves as the engine for all of the organization’s market strategy, advising on targeting and performance metrics.Team lead for all consumer research initiatives, such as focus groups, custom surveys, conjoint analyses, etc. to understand opportunities, guide development of proactive market/consumer strategies, and track ongoing metrics such as reputation, and preference.Manage the ongoing incorporation of consumer insights and performance tracking data within department business intelligence tool, Domo.

Education

• University of Pittsburgh

  BSBA, Marketing

  1996 — 1999

• University of Pittsburgh Joseph M. Katz Graduate School of Business

  Master of Business Administration (MBA), Marketing

  2003 — 2004

Skills

• Consumer Packaged Goods Marketing
• Mobile Marketing
• Digital Strategy
• Interactive Marketing
• Crm
• Brand Architecture
• Integrated Marketing
• Marketing
• Social Media Marketing
• Brand Management
• Advertising
• Marketing Strategy
• Digital Marketing
• Marketing Communications
• Brand Development
• Customer Insight