For over 9 years, I led marketing at All About Kids, one of the largest pediatric therapy agencies in New York State, where I grew both sides of the business: helping parents find services for their children and attracting the clinicians needed to serve them. I built strategy across organic search, content, social, email, recruitment marketing, web, brand, podcast and video, and marketing analytics.

During my tenure as Director of Marketing, I led marketing strategy for an organization whose provider network generated $52.3M in billed revenue (+37% YoY) and included nearly 800 yearly active providers. Over the same period, newsletter subscribers grew from roughly 2,000 to 12,000, while organic social content regularly reached 120K+ monthly impressions.

In my last reporting period, the AAK website reached 29,000 new users (+57% YoY), while engaged sessions increased 90%. Nearly 98% of traffic came through non-paid channels, with Organic Search remaining the company’s largest acquisition source across five consecutive annual reporting periods.

More importantly, that audience growth translated into action. By my final full calendar year, website child referrals had more than doubled from 2021 levels (+70% YoY). Word-of-mouth referrals also grew to account for one-third of all referrals, a strong signal that awareness and trust were growing beyond digital acquisition alone.

I also led a full website redesign, reworked parent-facing messaging and intake pathways, built recruitment campaigns around clinician hiring, and introduced AI into creative testing, reporting, content development, and LLM visibility.

My approach has always been to understand what was required by the parents and providers, craft a marketing strategy that reflected those needs, and build a content storytelling system that made All About Kids easier to discover, trust, and choose as an agency.