About Shannon

Professional Summary

I’m a healthcare marketing and communications executive with years of experience helping medical practices, nonprofits, hospitals, and senior care organizations grow their brands and connect with patients. I specialize in multi-channel marketing, digital strategy, content development, and community outreach to maximize engagement and ROI.

With a track record of leading high-performing teams and managing multimillion-dollar budgets, I excel at building referral networks, strengthening partnerships, and executing marketing initiatives that drive real results. At my core, I’m passionate about helping healthcare organizations tell their stories and make a lasting impact.

Core Competencies

  • Strategic Leadership

  • Healthcare Marketing

  • Product Marketing

  • Medical Communications

  • Digital Marketing Strategy

  • Content Strategy

  • Content Creation

  • Brand Management

  • Community Outreach

  • Strategic Partnerships

  • Physician Engagement

  • Referral Development

  • Social Media Marketing

  • Public Relations

  • Event Planning

  • Patient Engagement

  • Marketing Analytics

  • Website Management

  • SEO & SEM Strategy

  • Media Buying

  • Crisis Communications

  • Nonprofit Management

  • Fundraising

  • Grant Writing

  • Advertising Campaigns

  • Budget Management

  • Vendor Management

  • Project Management

  • Team Management & Training

  • Cross-Functional Collaboration

Professional Experience

Embrace Foundation | Newport News, VA 
Founder, Secretary & Treasurer Oct 2018 to Dec 2024 

  • Established and scaled a nonprofit organization dedicated to repurposing and distributing durable medical equipment, expanding donation categories to include surgical supplies, hospital beds, and clothing in response to the Ukraine-Russia conflict. 

  • Directed day-to-day operations, managing 3 volunteers and 1 paid employee to process and inventory donations while coordinating with international relief organizations like Samaritan’s Purse and Crossing All Borders Ministries to facilitate large-scale distribution. 

  • Developed and executed all marketing initiatives, creating digital, social, print, and video content to increase public awareness, attract donations, and establish the foundation’s presence within the local community and international aid networks. 

  • Handled all financial activities, including tax preparation, government compliance, and fundraising efforts as well as grant applications and revenue-generating auctions of donated items. 

  • Presented to the Board of Directors, community groups, and healthcare organizations to advocate for the foundation’s mission and impact while building partnerships with hospitals and charitable organizations to expand donation channels and recipient outreach. 

Orthopaedic & Spine Center | Newport News, VA 
Director of Marketing & Community Outreach Jun 2011 to Nov 2024 

  • Provided strategic direction and oversight for marketing and outreach programs at an independent orthopaedic and pain management practice (including media buying for television, radio, billboards, and print) while managing a $500K marketing budget. 

  • Directed all community outreach programs, organizing physician-led lectures, educational seminars, and large-scale industry events with up to 700 attendees while strengthening referral networks through physician engagement initiatives and strategic partnerships. 

  • Led website development efforts, supervising 3 major redesigns and launching 2 new practice websites while ensuring optimal functionality, user experience, and content alignment with patient engagement and digital marketing objectives. 

  • Implemented and maintained marketing analytics tools to measure campaign effectiveness while adjusting strategies based on data insights to maximize campaign ROI and optimize marketing spend across all digital and traditional media channels. 

  • Created and managed content for social media platforms, producing engaging posts, educational articles, and video content to grow audience engagement and expand the practice’s online presence across Facebook, LinkedIn, Pinterest, and YouTube. 

  • Supervised content development for the corporate blog and print publications, working closely with physicians to craft informative articles, enhance brand presence, and provide orthopaedic and pain management resources to patients and referring providers. 

  • Drove the development and administration of the Injured Workers’ Program, increasing workers’ compensation revenue with targeted outreach, process improvements, and employer partnerships (including hosting an annual Workers’ Compensation Symposium). 

  • Built and maintained vendor relationships to ensure high-quality services within budget, negotiating contracts, overseeing creative direction, and ensuring all marketing materials aligned with strategic business goals and brand standards. 

Orthopaedic & Spine Center | Newport News, VA 
Physician Liaison & Community Outreach Coordinator Sep 2007 to Jun 2011 

  • Managed a $350K marketing budget for the orthopaedic and pain management practice, overseeing media buying for television, radio, billboards, and promotional materials to enhance brand visibility and attract new patient referrals. 

  • Established and maintained relationships with referring physicians, chiropractors, and physical therapists, acting as a key liaison to facilitate education, address concerns, and improve collaboration between healthcare providers. 

  • Strategized and executed community outreach initiatives (including monthly lectures, physician networking events, and industry seminars) to position the practice as a trusted authority in orthopaedic and pain management services. 

  • Developed targeted advertising campaigns and educational materials, including crafting brochures, newsletters, and multimedia content to effectively communicate key services and treatment options to patients and healthcare professionals. 

  • Contributed to the management of the practice’s website by creating and updating content, improving functionality, and ensuring a seamless user experience to support patient engagement and digital marketing efforts. 

  • Launched and managed social media channels, producing engaging content for Twitter, Facebook, and YouTube while growing the practice’s online audience and fostering greater patient interaction and brand recognition. 

Additional Experience

Director of Customer Success | Execuserve Corporation | Gloucester, VA 

National Account Manager | Intracorp | Glen Allen, VA 

Medical Programs Coordinator | ESIS/ACE | Glen Allen, VA 

Provider Relations Supervisor | Provider Relations Representative | Cigna Healthcare of Virginia | Glen Allen, VA 

Education

VIRGINIA COMMONWEALTH UNIVERSITY, Richmond, VA
BACHELOR OF ARTS DEGREE, HISTORY
GPA: 3.8 GPA IN MAJOR / HISTORY HONORS
ALEXANDRIAN SOCIETY

J. Sergeant REYNOLDS, MEDICAL COLLEGE OF VIRGINIA, Richmond, VA
POSTGRADUATE, Nursing

Technical Skills

LinkedIn / Canva / Salesforce / Phreesia / Google Analytics 4 / WordPress / Cvent / Survey Monkey / Chat GPT / Adobe / NextGen / HubSpot / Hootsuite / Microsoft Office / Constant Contact / Monday PM/CM