Stephanie Carrell

• Lead marketing and communication efforts for the Oncology, Cardiovascular, Bariatrics and HCA Houston Healthcare Medical Center service lines through strategy development, planning, implementation and measurement • Collaborate with other service line marketing leads and quadrant facility CEOs to identify, develop and implement marketing plans that align with operational business plans, monitor key metrics and assist in the decision making of the strategic communication efforts • Develop multichannel marketing and communications plans to recruit and align with local physicians within key service lines through market introduction, thought leadership placements and community outreach • Support quadrant strategic planning ensuring that the developed goals for quadrants align with the organization’s goals and contribute toward market growth, revenue enhancement and cost containment • Present quarterly marketing updates at Governance Council and CEO Council meetings showing progress on brand development, plan execution and reporting key metrics • Serve as liaison between hospital C-suite and division marketing executives to ensure strong communications and active collaboration on all programs

• Developed strategy for local, regional and national advertising programs, and other institutional initiatives through research, plan development, implementation and measurement • Managed and mentored the advertising team to promote employee professional development while achieving advertising goals •Managed creative strategy, production and execution of advertising campaigns, including concepting, talent identification, videography, photography and editing across all platforms • Launched institutional demand generation program, creating and implementing an integrated plan across departments to drive volume to two key service lines. Regularly met with key physicians and administrative leaders to report on progress of campaigns and recommend optimizations • Tracked and reported program metrics, specifically engagement, leads, marketing-influenced new patient registrations, dollars raised through advertising fundraising efforts and other critical effectiveness measurements • Managed the advertising for strategic sponsorships such as the PGA Tour, Boot Walk to End Cancer and Houston Dynamo, to ensure optimal brand awareness, donations, prevention messaging and brand alignment

• Developed, managed and tracked multi-layered marketing and advertising plans for demand generation campaigns, including local, regional and key service lines • Partnered with the research and analytics teams to establish campaign ROI metrics • Tracked advertising and marketing program effectiveness based on patient leads and arrivals and reported regularly to operations and business leadership • Provided direction to external agencies and collaborated with internal resources and stakeholders • Lead regular project status and collaboration meetings across multiple agencies and internal stakeholders, including public relations, communications, social media, development and physician relations

• Build relationships with MD Anderson Cancer Network members through regular communication, brand support, network updates and coordinate annual planning and collaboration meetings • Lead planning sessions with members to help build marketing and communications plans based on resources and funding, including television, radio, print, online and outdoor • Manage a cross-functional brand core team to ensure brand is the top priority throughout the institution by assigning action items, maintaining meeting records and prioritizing agenda needs • Collaborate with communications and account teams to manage member accounts and status update • Manage multiple internal and external vendors to ensure consistent branding, messaging and campaign success

• Develop, implement and track a multi-regional advertising campaign for the cancer network in an effort to build brand awareness • Assist with the development of the network brand architecture and messaging • Develop, execute and update branding guidelines for four member types of the network • Train members on logo guidelines and messaging and review all co-branded materials • Develop institutional message maps for key target audiences to be utilized by employees and vendors • Coordinate Random Acts of Kindness event at the Houston Rodeo for the Institutional Advancement division consisting of 100 participants

• Manage the marketing department for each division within the company: Drilling Systems, Offshore Products, Steel Products, Mining Products, Forestry Products and Power Systems • Develop and implement marketing and communications plans and present budgets to CFO and other senior management, including print, online, tradeshows, 3D animations, direct mail and sales materials • Coordinate the development of a new website by meeting with each division’s General Manager, designing the layout of each page and coordinating with designers and programmers • Coordinate data-room project where all marketing and communications material is properly categorized displaying documentation in preparation for the monetization • Lead the marketing team in re-branding the company by developing branding guidelines, including a new logo, print material, signage, internal communication and an implementation plan • Coordinate trade shows by renting space, planning equipment move-in and orchestrating all set-up and take-down • Coordinate company events featuring videos and reception