I'm a strategic and data-driven marketer with more than a decade of leadership experience driving digital transformation, brand growth, and customer engagement across healthcare and growth-stage startups. I excel at turning insights into omnichannel campaigns that move the needle and scale with the business. I'm proud to have led cross-functional teams, built marketing automation foundations, and steered brand management and creative initiatives to ensure consistent messaging across channels. I'm passionate about aligning marketing execution with evolving customer needs and enterprise goals while delivering measurable results.…

Susan Kimmel-Kelly

I'm a strategic and data-driven marketer with more than a decade of leadership experience driving digital transformation, brand growth, and customer engagement across healthcare and growth-stage startups. I excel at turning insights into omnichannel campaigns that move the needle and scale with the business. I'm proud to have led cross-functional teams, built marketing automation foundations, and steered brand management and creative initiatives to ensure consistent messaging across channels. I'm passionate about aligning marketing execution with evolving customer needs and enterprise goals while delivering measurable results.…

Available to hire

I’m a strategic and data-driven marketer with more than a decade of leadership experience driving digital transformation, brand growth, and customer engagement across healthcare and growth-stage startups. I excel at turning insights into omnichannel campaigns that move the needle and scale with the business.

I’m proud to have led cross-functional teams, built marketing automation foundations, and steered brand management and creative initiatives to ensure consistent messaging across channels. I’m passionate about aligning marketing execution with evolving customer needs and enterprise goals while delivering measurable results.

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Skills

Experience Level

Language

English
Fluent

Work Experience

Senior Growth Marketer and Director, Marketing at Hopscotch Primary Care
June 1, 2025 - September 30, 2025
Founding marketing leader responsible for building brand and communications from the ground up. Directed multi-channel programs (paid digital, SEO, social, email, direct mail, CRM) to drive patient acquisition, provider recruitment, and membership growth. Achieved a 3x increase in organic traffic, 60% lift in brand awareness, and a 200% increase in earned media coverage. Designed and optimized demand generation campaigns, reducing CAC by 25% and generating 20,000+ qualified leads, contributing to 60% of the sales pipeline. Implemented agile, data-driven testing and analytics with SOPs to improve execution and efficiency.
Director, Marketing at North American Dental Group
August 1, 2022 - September 30, 2025
Led omni-channel marketing strategy and a digital team supporting 240+ dental practices, overseeing paid media, SEO, social, automation, and 90+ practice websites. Drove 15% YoY growth in patient volume and brand awareness; managed a seven-figure budget; defined KPIs, leveraged analytics, and implemented testing to maximize ROI and lower acquisition costs. Spearheaded marketing automation to improve patient nurture workflows and lead-to-appointment conversions. Built scalable SOPs and mentored team members while managing external agencies.
Director of Marketing at Phoenix Physical Therapy
December 1, 2020 - September 30, 2025
Directed strategic marketing campaigns across 160 clinics; used research and insights to increase patient acquisition and strengthen brand loyalty. Led a full-scale rebrand, including renaming, identity refresh, and website redesign. Launched telehealth physical therapy services during COVID-19 to expand access and position the organization as an industry leader. Developed physician recruitment marketing programs and acquisition strategies; managed external agencies to deliver campaigns on time and within budget.
Digital Strategy Senior Marketing Manager at UPMC
October 1, 2019 - September 30, 2025
Directed the digital strategy team, building scalable processes across platforms and channels to support multiple service lines. Executed full-funnel digital campaigns and customer journeys to drive patient acquisition, expand access, and strengthen brand awareness. Designed and implemented digital dashboards to track KPIs and inform executive decision-making; scaled channels with targeted service-line campaigns and lifecycle programs to boost engagement and conversion rates.
Senior Account Manager, SEO, Content & Paid Media at Avid Demand
September 1, 2015 - September 30, 2025
Delivered integrated digital marketing programs for Fortune 500 clients in pharma, healthcare, and education. Led cross-functional teams to execute SEO, paid media, and content initiatives, developing scalable pricing and delivery models. Used analytics and insights to optimize campaigns, increasing engagement and ROI. Led business development efforts that expanded client investments across digital channels and drove 5x account growth.
Senior Digital Marketing Manager at Merkle
October 1, 2008 - September 30, 2025
Acted as the central point of contact for Fortune 500 clients, advising on benchmarking, audience targeting, and performance optimization. Directed multi-channel campaigns across e-commerce, healthcare, pharma, and education, delivering measurable ROI improvements. Partnered with clients on data-driven strategies, translating insights into actionable marketing plans that elevated engagement and strengthened long-term relationships.
Senior Growth Marketer and Director, Marketing at Hopscotch Primary Care
June 1, 2025 - September 30, 2025
Founded and led the brand and communications function, building cost-effective, multi-channel programs across paid digital, SEO, social, email, direct mail, and CRM to drive patient acquisition, provider recruitment, and membership growth. Elevated executive messaging via PR and thought leadership, contributing to a 3x increase in organic traffic, 60% lift in brand awareness, and 200% increase in earned media coverage. Designed and optimized demand generation campaigns, reducing CAC by 25%, generating 20,000+ qualified leads, and contributing 60% of the sales pipeline. Applied an agile, data-driven approach to testing and analytics, building SOPs that improved execution and operational efficiency.
Director, Digital Marketing at North American Dental Group
August 1, 2022 - September 30, 2025
Led omni-channel marketing strategy and a digital team supporting 240+ dental practices, overseeing paid media, SEO, social, automation, and 90+ practice websites. Delivered 15% YoY growth in patient volume and brand awareness. Managed a seven-figure budget with KPI-driven ROI optimization and A/B testing. Spearheaded marketing automation initiatives to improve patient nurture workflows and boost lead-to-appointment conversion rates. Built scalable SOPs and mentored team members while coordinating external agencies for high-impact campaigns.
Director of Marketing at Phoenix Physical Therapy
December 1, 2020 - September 30, 2025
Directed strategic marketing campaigns across 160 clinics, leveraging research and insights to increase patient acquisition and strengthen brand loyalty. Led a full-scale rebrand, including renaming, identity refresh, and website redesign. Launched telehealth services during COVID-19 to expand access and position the organization as an industry leader. Developed physician recruitment marketing programs and acquisition strategies; managed external agencies to deliver campaigns on time and within budget.
Digital Strategy Senior Marketing Manager at UPMC
October 1, 2019 - September 30, 2025
Directed the digital strategy team, building scalable processes across platforms to support multiple service lines. Developed full-funnel digital campaigns and customer journeys to drive patient acquisition, expand access, and strengthen brand awareness. Created digital dashboards to track KPIs and inform executive decision-making, and scaled digital channels with targeted service-line campaigns and lifecycle programs to boost engagement and conversions.
Senior Account Manager, SEO, Content & Paid Media at Avid Demand
September 1, 2015 - September 30, 2025
Delivered integrated digital marketing programs for Fortune 500 clients in pharma, healthcare, and education. Led cross-functional teams to execute SEO, paid media, and content initiatives, developed scalable pricing and delivery models, and leveraged analytics to improve engagement and ROI. Spearheaded business development efforts that expanded client investments across digital channels, driving 5x account growth and deeper strategic partnerships.
Senior Digital Marketing Manager at Merkle
October 1, 2008 - September 30, 2025
Acted as the central point of contact for Fortune 500 clients, advising on competitive benchmarking, audience targeting, and performance optimization. Directed multi-channel campaigns across e-commerce, healthcare, pharma, and education, delivering measurable growth and ROI improvements. Partnered with clients on data-driven strategies, translating insights into actionable marketing plans that elevated engagement and strengthened long-term relationships.
Director, Marketing at Hopscotch Primary Care
November 1, 2022 - June 1, 2025
Senior growth marketer leading omni-channel strategy, development and execution to scale a value-based primary care startup serving Medicare Advantage patients. Built and optimized demand generation campaigns, reducing CAC by 25% and generating 20,000+ qualified leads, contributing 60% of total sales pipeline. Served as the founding marketer, led end-to-end execution across brand, content, digital, demand and lead generation in a high-growth healthcare startup. Built an omni-channel growth framework increasing qualified leads by 25% and improving conversation rates by 40% through strategic use of marketing automation tools. Led integrated strategy across paid search, SEO, AEO, paid and organic social, video, email/SMS, OTT, content and earned media to drive pipeline and brand visibility. Led the development and execution of A/B testing frameworks, creative performance analysis, and funnel optimization strategies. Defined target market, segments, penetration goals; executed lead gen cam
Digital Marketing Director at North American Dental Group
December 1, 2020 - August 1, 2022
Led digital marketing strategies and a high-performing team supporting 240+ dental practices for a Dental Services Organization (DSO). Defined and executed consumer engagement programs to drive patient acquisition, overseeing paid media, SEO, marketing automation, and management of 90 practice websites. Delivered a 15% year-over-year growth in patient acquisition and brand awareness across multiple practices through targeted digital campaigns. Owned a seven-figure marketing budget, optimizing spend across channels by defining clear KPIs and continuously analyzing campaign performance to maximize ROI and lower cost-per-acquisition. Spearheaded marketing automation efforts to improve patient nurture workflows and increase lead-to-appointment conversion rates. Built and managed relationships with external agencies, consultants, and vendors.
Director of Marketing at Phoenix Physical Therapy
October 1, 2019 - December 1, 2020
Produced strategic marketing campaigns across 120 clinics by leveraging market research, customer insights, and competitive intelligence. Led marketing initiatives to increase patient acquisition, build brand equity and loyalty to consistently measure ROI and optimize performance. Directed a comprehensive rebranding project, including renaming, brand identity refresh, and full website redesign to modernize the organization’s image and improve patient engagement. Launched and promoted new telehealth physical therapy services during the COVID-19 pandemic. Managed and coordinated third-party agencies to deliver high-quality work within tight deadlines. Developed recruitment marketing programs targeting physicians and acquisition strategies.
Senior Marketing Manager – Digital Strategy at UPMC
September 1, 2015 - October 1, 2019
Led the digital strategy team to develop scalable processes across digital channels and platforms for a large health system. Oversaw marketing strategy for telehealth service lines, including Anywhere Care, a virtual visit platform. Developed full-funnel digital campaigns and customer journeys to drive growth, improve access, and elevate brand awareness in a competitive healthcare landscape. Designed and implemented digital marketing dashboards to track ROI and ensure alignment with KPIs, enabling data-driven decision-making across multiple service lines. Scaled digital marketing channels through targeted service line campaigns and always-on lifecycle initiatives, resulting in increased patient engagement and improved conversion rates.
Senior Account Manager, SEO, Content & Paid Media at Avid Demand
October 1, 2008 - September 1, 2015
Delivered end-to-end digital marketing programs for Fortune 500 clients across B2C and B2B segments in pharma, education, and healthcare. Led cross-functional teams to execute strategic initiatives, managed digital service offerings, and developed pricing and delivery models aligned to business objectives. Leveraged analytics and customer insights to optimize marketing campaigns, increasing engagement by 50% and improving ROI by 25% through data-driven decision-making. Spearheaded business development initiatives to expand client investments across SEO, paid search, conversion improvement, and content, driving account growth and deeper strategic partnerships by 5x.
Senior Digital Marketing Manager at IMPAQT /Merkle
July 1, 2002 - October 1, 2008
Served as central point of contact to leading and major clients, assisting with analysis and advising on best practices for competitive benchmarking, client targeting and performance evaluation. Directed and executed comprehensive digital marketing campaigns for Fortune 500 clients in e-commerce, healthcare, pharma, and education, driving measurable performance and growth improvements.
Senior Digital Marketing Manager at IMPAQT / Merkle
July 1, 2002 - October 1, 2008
Served as central point of contact for major clients, advising on best practices for competitive benchmarking, client targeting and performance evaluation. Directed comprehensive digital marketing campaigns for Fortune 500 clients in e-commerce, healthcare, pharma, and education, delivering measurable performance and growth improvements.

Education

Master of Arts in Journalism and Mass Communications at Point Park University
January 11, 2030 - September 30, 2025
Bachelor of Arts - English Writing (Concentration in Journalism) at University of Pittsburgh
January 11, 2030 - September 30, 2025

Qualifications

Add your qualifications or awards here.

Industry Experience

Healthcare, Professional Services, Media & Entertainment, Education, Software & Internet, Other

Skills

Experience Level