UnitedHealthcare
A selection of work designed to make Medicaid communications clearer, more inclusive, and easier to navigate—spanning everything from campaigns and community engagement to RFP responses and clinical messaging.
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, this resource helped internal teams and partners create more authentic, effective work across diverse markets. It became a valuable tool for driving consistency, improving engagement, and building trust with the communities we serve.
Open enrollment in Louisiana
In a “self-select” state where members rarely switch plans and competitors are deeply rooted in the community, we needed to break through and drive enrollment.
Medicaid audiences are diverse, with many members reading at lower grade levels or speaking English as a second language—so clarity was critical. We built the campaign around a single call to action: “Choose.” Tangible benefits, bold design, and inclusive visuals made options easy to understand and empowered members to act.
OOH
Digital display ads
Consumer Experience Case Study Video
I collaborated with a cross-functional team of creatives and partners to lead the creative direction and support the production of a series of scrappy, short-form case study videos for our CEO forum event. My responsibilities included developing storyboards, providing feedback on scripts, casting and directing voice talent, and guiding the video editing process through multiple rounds of review.
Proposal/RFP Creative Team Leadership
As the creative lead for the Proposal/RFP team at UnitedHealthcare, I scaled the team from one designer to a flexible structure with two designers, a project manager, and on-demand contractor support to adapt to proposal pipeline needs. During that time, these were some of our my initiatives:
Elevating the Quality
of Our Responses
Competitive Audit: Conducted an in-depth competitive analysis to identify opportunities to improve the storytelling and visual quality of our RFP responses.
Branded Templates: Developed elevated, branded response templates that improved both efficiency and the professional polish of our proposals.
Local Value Stories: Integrated localized impact stories into section dividers to better connect with prospective clients and highlight our presence in their communities.
Improving Process
and Efficiency
Cross-Functional Content Pipeline: Defined and coordinated a 14-team, cross-functional process for gathering, reviewing, and approving content for highly regulated responses.
Graphic Intake Overhaul: Redesigned the intake process for proposal graphics, making it easier for proposal writers to request visuals and collaborate with our team.
Cloud-Based Graphics Library: Built a searchable, metadata-driven library of past graphics, enabling teams to quickly find, adapt, or reuse existing visuals to save time.
Building Standards
and Driving Adoption
Style Guide Creation: Authored a comprehensive proposal graphics style guide to ensure consistency and quality across all designers and external partners.
Cross-Functional Training: Led training sessions before each proposal cycle to familiarize new and existing partners with our improved templates, processes, and tools.
These initiatives streamlined our workflow, elevated the quality of our deliverables, and delivered a more professional, consistent, and efficient proposal experience across teams.
Honoring Grandparents All Month Long
To recognize National Grandparents Day, which falls on the Saturday after Labor Day, UnitedHealthcare set out to do more than celebrate a single day—we dedicated the entire month of September to honoring grandparents. At the request of UHC Corporate Communications, our team developed a comprehensive campaign to promote healthy aging, support intergenerational activities, and raise awareness about the unique needs of grandparents and grandfamilies. The suite of materials we created included social, digital, and print assets designed to engage both internal and external audiences, offering health tips, event support, and access to social resources for grandparents, grandchildren, and caregivers alike.
CUSTOM ILLUSTRATION
Although UHC has a strong library of branded illustrations, our client wanted something truly unique for this initiative. We collaborated with our agency partner—providing a clear brief, direction, and feedback—to create a custom illustration that captured the heart of the campaign and elevated the celebration of grandparents in a memorable way.
GRAND FAMILIES GUIDE TO GOOD HEALTH
To support grandparents and the families they care for, we developed a practical, approachable booklet filled with helpful tips and guidance. Topics ranged from healthy eating and building positive habits to stretching a budget and navigating more serious challenges like substance use. Designed as a meaningful takeaway, the piece aimed to spark conversations, share support, and meet families where they are.
Looking for more?
I’m limited in what I can share online but have plenty of work showcasing leadership, staffing and planning, RFP/Proposal, not-yet-live campaigns, etc.
Please reach out if you’d like to chat more about my experience.