SELECTED WORKUnitedHealthcare
Selected work spanning creative operations, multicultural marketing, acquisition campaigns and content across a complex Medicaid organization
Building a scalable proposal creative team
As UnitedHealthcare’s bid volume grew, proposal creative needs outpaced what one designer could handle alone. I expanded support to two designers, a project manager and on-demand contractors, then built the workflows, tools and standards to coordinate content across 14 teams and support a growing proposal pipeline.
Stronger visual storytellingI audited competitor proposals and developed branded templates that paired clearer visual storytelling with local community impact stories
A more connected workflowI coordinated a 14-team content review process, redesigned graphics intake and built a searchable library so teams could find and reuse existing visuals.
Standards people could useI authored a proposal graphics style guide and led training before each proposal cycle, helping internal teams and external partners adopt the templates, tools and processes.
strong win rateThe team supported proposals with a strong win rate during my time as creative lead.
Multicultural Marketing Best Practices
To support more inclusive and culturally responsive creative, I partnered with our Marketing team to develop a Multicultural Marketing Best Practices guide, tailored to the unique needs of our Medicaid audience. With a focus on respectful language, representative imagery, translation guidance, and cultural nuance, it gave internal teams and partners a shared standard for creating more authentic, consistent work across diverse markets.
Open enrollment in Louisiana
In a state where Medicaid members rarely switch plans and competitors have deep community ties, we needed to give people a clear reason to choose UnitedHealthcare.
We built the campaign concept around one call to action: “Choose.” Plain language, tangible benefits, bold design and inclusive imagery helped make the message accessible across reading levels and language backgrounds. Creative direction: Jessica Wuller, art direction: Lisa Noel.
OOH
Digital display ads
Consumer Experience Case Study Video
I led creative direction for a series of short-form case study videos for our CEO forum, partnering with creatives and cross-functional teams on production. My role spanned storyboarding, script feedback, voice talent casting and direction, and edit reviews.
Honoring Grandparents All Month Long
We extended UnitedHealthcare’s Grandparents Day celebration throughout September with a campaign promoting healthy aging and connections across generations. Social, digital and print materials shared health tips, activities and resources for grandparents, grandfamilies and caregivers.
CUSTOM ILLUSTRATIONWe partnered with an agency to develop a custom illustration for the campaign, shaping the brief and guiding the creative through direction and feedback.
GRAND FAMILIES GUIDE TO GOOD HEALTHWe created an approachable guide for grandparents raising grandchildren, covering healthy eating, positive habits, budgeting and challenges like substance use. Practical tips and resources offered support for everyday caregiving.
Looking for more?
Not everything I’ve worked on can be shared publicly. Get in touch to talk about my experience leading teams, planning creative resources and developing proposals and campaigns.
You can also explore my Always-On campaign case study →