experience

Creative & Media Director (remote)

June 2018 - July 2024:  PUR-FORM Boca Raton, FL

• The home of Dr. Joseph Purita, world renowned regenerative medicine pioneer

• Grew the marketing department from a one-person operation to a team managing a large facility with various specialties.

• Developed and oversaw all creative marketing materials.

• Led marketing strategy across different areas, collaborating with senior management.

• Managed marketing tools like Salesforce and implemented systems like ActiveCampaign.

• Built and managed the company website, including SEO, PPC, and development.

• Owned and managed all email and SMS marketing campaigns.

• Advised on hiring across the company.

• Managed meta advertising and vendor relationships.

Director of Marketing & Patient Experience (on-sight)

June 2016 - February 2017:  The Roxbury Institute Beverly Hills, CA

• Transformed the marketing department of a 25-employee company, leading internal and external teams (PR, web, creative) and advising on brand strategy.

• Built a strong brand identity, unifying voice across diverse departments (surgery, dermatology, etc.) and creating a 5-star patient experience.

• Launched and optimized the company website and social media channels, resulting in significant growth in brand awareness, leads, and positive online reputation.

• Championed a company culture shift, empowering employees and fostering pride, passion, and excellence.

• Achieved impressive results through social media campaigns, influencer programs, and organic content strategies. Quantifiable wins include:

• Increased social media impressions from thousands to millions.

• Grew Instagram by 466% with 40 million weekly impressions.

• Secured valuable earned media placements in major publications and TV shows.

• Attracted prestigious partnerships like a $2.5 million art installation.

General Manager (on-sight)

Feb 2015  – May 2016:  Peter A Fields, MD, Inc. Santa Monica, CA

• Turned around a regenerative orthopedics practice as General Manager:

• Collaborated with the president on refocusing and rebranding efforts.

• Increased revenue by over 40% through strategic pricing and new revenue streams like educational services.

• Improved efficiency by implementing workflows and reducing errors.

• Managed all aspects of the practice:

• Oversaw staff, including hiring, training, and payroll for both clinical and administrative teams.

• Provided training on new services and sales techniques.

• Secured financing options for patients.

• Negotiated financial contracts internally and with external parties.

Director of Patient Services (on-sight)

Aug 2010 – Oct 2014 :  Tower Sleep Medicine Los Angeles, CA

• Managed patient care coordination for a busy multi-doctor practice and testing facility at Cedars-Sinai.

• Streamlined patient access to necessary equipment and specialty care.

• Trained patient coordinators on phone communication.

• Oversaw concierge services catering to celebrity clientele, including in-home testing and treatment.

• Analyzed data on sales, referrals, and tests to optimize revenue and resource allocation.

• Advised physicians, staff, and patients on navigating complex insurance policies for sleep testing and therapy.

• Branded a clinical research website for the Southern California Institute for Pulmonary Diseases.

• Developed and negotiated a unique "Suite Sleep" program with the Four Seasons Beverly Hills.

Director of Marketing (hybrid)

Oct 2013 – Jan 2015:  Impulse Group                         Los Angeles, CA

• Led a comprehensive, multi-channel marketing campaign, including events, outdoor advertising, digital and print media, branding, and merchandise.

• Increased brand awareness and engagement through:

• Data-driven campaign planning and analysis.

• Website redesign and creation of a content blog "The Pulse."

• Growing social media reach by 80% (3.6 million impressions for LA chapter).

• Strategic partnerships with local and national media/brands.

• Built and motivated a team of volunteers to achieve marketing goals.

CEO (hybrid)

June 2017 - Curr:  Fedderman Group, LLC                     Los Angeles, CA

• Founded a consultancy in 2017, offering services to diverse clients:

• I’ve had the pleasure of working with life coaches, med spas, famous Beverly Hills doctors, small practices, overseas practices, single provider, multi-specialty, surgical, etc.

• Branding, marketing, and culture strategy for businesses of all sizes.

• Social media strategy.

• Patient experience consulting for healthcare organizations.

• Improved healthcare efficiency:

• Designed custom workflows for physicians, minimizing staff time and maximizing coding accuracy.

• Consulted on Electronic Medical Records (EMR) implementation for practices.

• Advised Durable Medical Equipment (DME) providers on compliance with CMS guidelines for PAP/RAD therapy.

• Provided career coaching and strategy:

• Consulted with executives and individuals on career goals, self-marketing, and motivation.

• Led digital marketing initiatives:

• Developed and implemented a digital ad campaign for Curbstand.

• Consulted for a major medical device company (Resmed) on user interface (UI) design and regulatory compliance for their software.