Creative Operations at Scale: Activating Hoag’s New Brand

At a pivotal moment following Hoag’s brand refresh, I was brought in to lead creative operations as the marketing team was being rebuilt from the ground up. Working directly with the Creative Director, Chief Marketing Officer, and Chief Digital Officer, I drove the activation of the new brand across key channels while establishing the structure, systems, and workflows needed to support high-impact brand campaigns to reinforce Hoag as the premier hospital system.

Highlights

  • Led the end-to-end execution of integrated brand and seasonal campaigns overseeing the strategy, creative development, and production across internal & external teams.

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  • Brought Hoag’s redesigned website to life by serving as a business analyst to translate data requirements, photo and video production needs, and strategic marketing goals into a clear roadmap for a 100+ page experience

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  • Served as the central point of contact for all creative requests for the hospital system across the org, leading intake and execution for the internal design team and external agency partners

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Campaign management

SKILLS & Subject matter

OMNI-CHANNEL MARKETING • Executive Stakeholder Management

INTegrated marketing campaigns • Brand & Digital marketing

One of my main roles at Hoag was leading the end-to-end execution of integrated brand and seasonal campaigns, including World of Excellence, Open Enrollment, and the San Clemente Expansion. This work entailed:

  • Overseeing the strategy, creative development, and production across OOH, TV/CTV, print, web, email, search, digital, social, and more

  • Working cross-functionally with internal teams, external creative resources, and agency partners, with responsibilities spanning from dependency coordination, team allocation, and overseeing vendor contracts

  • Managing complex timelines and logistics across teams, including scheduling photo and video shoots, aligning with physician availability, and ensuring coordination with business communications

  • Helping bring the refreshed brand to life through structured workflows and high-performing campaigns

overview

It’s been incredibly rewarding to see this work show up all over
the OC!

World of Excellence Campaign

The World of Excellence campaign was built as a living brand platform to spotlight Hoag’s leading physicians through powerful storytelling.

Notable features:

  • World of Excellence landing page featuring Dr. Chang, Executive Medical Director of the Hoag Digestive Health Institute

  • 2 cover features in the OC Business Journal

This annual campaign encouraged patients to enroll in their benefits while clearly communicating why Hoag is the premier healthcare provider of choice. It reinforced Hoag’s commitment to exceptional, patient-centered care throughout Orange County. Notable features:

  • Refreshed hoaghealth.org mini site featuring prominent physicians

  • 10+ cover features in the OC Business Journal

  • High-impact OOH and billboard placements across Orange County, including Fashion Island, The District, Newport Blvd, John Wayne Airport, and more, maximizing visibility and reinforcing the campaign’s presence throughout the region

Open Enrollment campaign

San clemente expansion Campaign

This campaign supported the launch of Hoag’s new Health Center, introducing the hospital system to the San Clemente community for the first time. It consisted of a comprehensive go-to-market strategy that built awareness and excitement leading up to the grand opening.

Website RElaunch

SKILLS & Subject matter

REQUIREMENTS GATHERING • Executive Stakeholder Management

DATa mapping & Analysis • project planning • OPERATIONS MANAGEMENT

overview

Another key area I was brought in to support was bringing Hoag’s redesigned website to life. These responsibilities entailed:

  • Serving as a business analyst by mapping + translating data requirements, photo and video production needs, and strategic marketing goals into a clear roadmap for a 100+ page experience

  • Managing creative execution, agency partners, internal stakeholders, and cross-functional collaboration across both the marketing and product orgs

While I transitioned off the project prior to launch, I ensured it was strategically aligned, scoped, and resourced for long-term success, and I can’t wait to see the new site when it goes live!

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creative operations

SKILLS & Subject Matter

RESOURCE MANAGEMENT • VENDOR MANAGEMENT

STAKEHOLDER MANAGEMENT • Cross-functional Team Leadership

overview

In addition to managing our brand campaigns and website relaunch project, I served as the central point of contact for all creative requests for the hospital system across the org, leading intake and workflow management for the design team.

From printed brochures, lookbooks, and event menus to clinician videos, executive presentations, and partnership assets, I prioritized and coordinated workstreams across internal teams and external partners.

By establishing clear systems and processes, I brought structure to a fast-moving environment and enabled high-quality creative output at scale.

I greatly enjoyed my time at Hoag, where I focused on strengthening marketing and design operations during a major brand refresh. By orchestrating integrated campaigns across OOH, digital, and print, streamlining creative workflows, and coordinating the operations of a 100+ page website redesign, I helped bring structure and momentum to Hoag’s renewed brand presence.
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