1. Michael E. O'Malley
326 Granada Ave.
Long Beach, CA 90814
Mobile: (818) 648-7834
Home: (562) 342-6522
e-mail: meomalley@charter.net
Marketing Executive
More than 15 years experience as an innovative marketing manager. Design, implement and manage
corporate marketing initiatives to cultivate new and retain current business and achieve financial goals.
Expert at developing corporate branding initiatives and executing marketing communications projects.
Thrive in multi-tasking, fast-paced environments. MBA in Marketing.
Experience
AIDS Healthcare Foundation, Los Angeles, CA 10/2006 – Present
Chief of Marketing and Public Relations
Direct all marketing, public relations and communications activities for a $128M non-profit healthcare
organization comprising domestic and international outpatient clinics, Medicare and Medicaid
managed care health plans and disease management programs, pharmacy operations, and global patient
advocacy initiatives. Responsible for the advancement and safeguarding of the AIDS Healthcare
Foundation (AHF) brand. Working with other members of the senior management team, develop
marketing, PR/communications, patient and customer acquisition and retention, and staff recruitment
strategies and tactical plans to support financial growth in the organization’s managed care, pharmacy
sales, outpatient clinic and fundraising divisions. Create advertising and communications plans
comprising conventional, “guerilla” and online media to support CDC and local government-funded
HIV prevention and education social marketing programs. Direct development of health plan marketing
and member collateral and marketing and sales policies to meet federal and state requirements. Craft
operational solutions, such as acquiring and setting up call center services, to improve patient and
customer contact with the organization’s managed care, clinic and pharmacy divisions, and in turn
increase patient/customer yield.
Launched new HIV prevention social marketing program in central LA County that scored an
unprecedented recall rate among its target audience — 48% unaided and 74% aided recall — according
to post campaign research. Campaign is so successful that LA County Office of AIDS Programs and
Policy will expand it within the county in 2008.
Cedars-Sinai Health System, Los Angeles, CA 8/2001 – 9/2006

2. Director of Marketing 7/2003 – 9/2006
Direct all marketing activities for a world-renowned, non-profit health system, including its 952-bed
hospital, medical delivery network (medical groups) and research institute. Responsible for marketing
campaign development and implementation, including radio, television, print, outdoor and Internet
advertising initiatives. Develop institution’s overall marketing strategy and tactical plan incorporating
PR initiatives. Create individual marketing plans for strategic centers of excellence within the health
system. Direct market research initiatives. Direct call center operations through outsourced vendor.
Partnering with administrative directors and VPs, assess overall patient experience and develop
operational improvements to increase customer satisfaction. Responsible for content and technology on
the institution’s websites. Oversee production of all marketing collateral. Plan and execute public
conferences and community events. Partner with Human Resources and Community Relations in
development and execution of recruitment and fundraising advertising campaigns.
Developed protocol and application to compute return on investment on marketing initiatives. In 2005,
marketing generated $46M in revenue against an investment of $4.3M (9.3% margin ratio.)
Launched Internet marketing campaign incorporating online ads, sponsored content on third party
websites, and search engine optimization tactics that generated a 222% increase in website visitation
over past two years.
Strategized and executed the “People of Cedars-Sinai” campaign that generated a 30% increase in
advertising-driven contacts to the call center within the first two years that the campaign ran.
Launched first-ever online hospital gift shop.
Cedars-Sinai Health System (continued)
Marketing Manager 8/2001 – 7/2003
Managed rebranding ,conversion and relaunch of the institution’s website to a standardized corporate
format. Developed institution’s Internet strategic plan and internet/marketing integration strategy.
Directed development and launch of interactive websites to support advertising campaigns. Oversaw
content and application development for the website. Partnered with IT management to develop
website architecture and proprietary content management system. Developed web publishing policies
in concert with Legal and Corporate Compliance management. Managed interactive marketing staff
and IT web team.
Launched the online physician referral application in October 2001 in partnership with the institution’s
call center. This application was Cedars-Sinai’s first online interactive service and helped drive 28%
more website traffic in the application’s first year of deployment.
Directed development of application to manage and track Internet-sourced email. Created application
to derive revenue and patient conversion rates sourced to Internet email. Email volume from the
website increased 880% from 2001 to 2005, and last year $6M in revenue was attributed to individuals
who contacted the health system through the website.
Overall website traffic increased 357% from 2001 to 2005 (874K to 4.5M annual visits)
Klee & Associates, Inc. (a full-service advertising agency), San Juan Capistrano, CA 10/2000 – 7/2001

3. VP Strategic Planning
Assessed client marketing needs and developed strategic branding, advertising, and/or promotional
initiatives to reach sales and financial objectives. Developed marketing plans and budgets. Conducted
primary and secondary research. Partnered with agency’s Creative Director in execution of print media,
web development, multi-media presentations, and trade show promotion. Analyzed print media and
directed placements. Presented and marketed the agency and its services to prospective clients.
Oversaw management of key agency accounts.
Developed and implemented branding and marketing campaign for a newly formed division of a
$315M manufacturer of high-precision test, measurement and automation systems. Campaign included
new corporate identity, marketing communications materials, and tradeshow presence.
Created ground-up branding and comprehensive marketing communications program for a developer of
medical and dental practice management software products. Client completed its IPO and posted record
sales in 2000 with more than 11,000 customer sites.
Launched print brokering business for agency creating new revenue stream and expanded agency
services by developing network of task-specific contractors, i.e., PR agents, web programmers, etc.
WestWorld Productions, Inc., Beverly Hills, CA 3/2000 – 10/2000
Director of Marketing
Planned and implemented all corporate marketing initiatives including product branding design and
content; web site development, launch and promotion; and advertising sales and circulation promotion
for a company that produces three computer technology trade publications. Directed marketing and
circulation staffs and set department and individual goals, objectives and performance standards.
Planned, developed and launched product extensions.
P Developed and executed circulation retention and expansion strategies; responsible for corporate
database of more than 100,000 subscribers with full annual audit.
d Directed a $4 million list rental business.
d
presentations, trade show exhibit and web site promotional content.
Managed, negotiated and orchestrated partnering agreements within computer technology, system
integration and VAR trade associations.
Continued relationship with company as consultant until replacement director was found in February
2001.
Weider Publications, Inc., Woodland Hills, CA 10/1999 – 3/2000

4. Manager, Business Development & Integrated Marketing
Researched, evaluated, developed, presented and managed non-traditional new product opportunities,
i.e., brand licenses, and book, music and video deals. Authored business plans for new magazine-based
products.
p Developed and implemented partnering deals with outside Internet-based companies.
Managed new custom publishing business; created marketing solutions, promotional materials, pricing
and specifications.
Developed prototypes for new magazine-based products.
Position was moved to New York office because of corporate restructuring. I declined the company’s
offer
to relocate.
Fancy Publications, Inc., Los Angeles, CA 9/1994 – 10/1999
Marketing Department Manager
Managed day-to-day operations of marketing organization for $75M magazine and book publishing
firm. Authored business plans for new and existing products. Directed marketing communications
including display advertising, web site and corporate image enhancement efforts, sales presentations,
direct mail, media kits, television commercials and print advertising. Oversaw direct-to-consumer and
dealer product fulfillment operation and customer satisfaction program. Managed trade and consumer
show sales channels and staffs, and show promotions and exhibits.
Set up and directed database-marketing operations for direct-to-consumer sales channel and established
Internet product sales channel through company web site.
Conducted primary and secondary marketing research on customer demographics and industry trends
and performed competition analysis.
Boulder Financial Corporation, Rancho Cucamonga, CA 8/1993 – 7/1994
New Business Development Specialist
Created promotional mailings that generated $6M in new and repeat business during 1993 and 1994.
Designed competitor and product research strategies for comparative market analysis.
Developed the company's first automated customer and real estate agent databases reducing labor cost
25% on business volume during the year.
Hughes Aircraft Company, Ground Systems Group, Fullerton, CA 6/1985 –
8/1993

5. Marketing Analyst 1/1991 – 8/1993
Coordinated product packaging design efforts for division's commercial software products, designed
trade show displays, divisional promotional materials and large-scale sales presentations. Published
reports on market demand and competing products. Wrote marketing plan and headed research for new
software products developed for the non-defense market. Directed and participated with market
research consultants to refine product design.
Marketing Resource Planner 6/1988 – 1/1991
Wrote, published and presented monthly marketing and R&D reports on current and proposed projects
to management at corporate level. Analyzed potential contract awards by comparing projected
marketing cost to anticipated profits for a division with annual awards exceeding $300M. Managed
new business investment budgets amounting to $10M annually.
Finance Analyst 5/1987 – 6/1988
Business Student II 6/1985 – 5/1987
Education
California State University, Los Angeles. MBA. Emphasis: Marketing. 1997.
California State University, Fullerton. BA. Major: International Business; minor: Spanish. 1989.
Affiliations
American College of Healthcare Executives – Member
World Research Group Healthcare Management Series Conferences – Presenter and Panelist
Forum for Healthcare Strategists – Presenter
USC School of Policy, Planning and Development – Guest Speaker
Healthcare Public Relations & Marketing Association – Member
Awards
Healthcare Public Relations & Marketing Association’s Golden Advocate Award; Cedars-Sinai’s
“Leading the Quest” Website, 2002
Healthcare Public Relations & Marketing Association’s Silver Advocate Award for Website/E-
Commerce; Cedars-Sinai’s “Leading the Quest” Website, 2002
Healthcare Public Relations & Marketing Association’s Silver Advocate Award for Promotional
Presentation; Cedars-Sinai’s “Leading the Quest” Website, 2002