1. FOCUS: Brand Management, Marketing Strategy and Communications
PROFILE
 Brand management leader with expertise in building a multi-million dollar brand platform
 Passionate, outcome-driven professional with track record of success in new business development, budget
management, strategic & operational planning, and event planning
 Multi-media corporate spokesperson for media relations and crisis management
 Strong written and communications skills before varying audiences, from board members to front-line associates
 Effective and confident in managing multiple client relationships, consultants and vendors, as well as coaching
business teams
 Valued by management, clients, suppliers and co-workers for integrity, relationship-building, collaboration, and
strategic thinking
“Laura led the development and implementation of a new brand for UnityPoint Health.
Her intuitive perspective helped guide and create a more unified brand identity for our
organization. She was able to work with internal constituents to create consensus around
the brand for a successful launch. Laura has proven confident in communicating with
varying audiences such as board members, physicians, executives, management, and
front-line associates. “
- William B. Leaver, Retired CEO, UnityPoint Health, West Des Moines, IA, 515.241.6347
EXPERIENCE
UnityPoint Health – West Des Moines, IA June 2011 – June 2015
Director of Marketing Communications
UnityPoint Health is the nation’s 13th largest nonprofit health system and the fourth largest nondenominational health system in America.
UnityPoint Health provides care across Iowa, Illinois, and Wisconsin in nine large geographic regions.
 Led the UnityPoint Health Marketing and Communications Division in strategic development and implementation of a
new brand identity for Iowa Health System. UnityPoint Health was launched in 2013 commanding a 43% unaided
awareness of the brand after three months
 Directed strategic qualitative and quantitative research in development of brand strategy
 Delivered a savings of 35% for brand efforts on an $18M budget
 Drove marketing integration efforts and community events as two new affiliates joined UnityPoint Health
 Accountable for corporate and media relations regionally and nationally
 Partnered with senior executives to restructure the Marketing and Communications Division to become more
financially sustainable resulting in $3 million in savings
 Directed the annual Leadership Symposium event educating over 1500 leaders. From 2012 to 2015, attendance grew
by over 50%
“Laura Sinnard is one of the most valuable employees with whom I have worked in my 30-year
professional career. In fact, I hired her not once, but twice, and would hire her again. She's
smart, strategic, a hard worker and knows marketing and communication better than most in
the field. She will bring value to any organization she joins...I guarantee it. And she brings no
drama. Perfect combination.”
- Congresswoman Cheri Bustos of Illinois. Formerly Vice President of Communications at Iowa Health System
and Senior Director of Marketing and Public Relations at Trinity Regional Health System 309.373.7217

2. TAG Communications – Davenport, IA November 2008 – June 2011
Director/TAG Healthcare Marketing
TAG is a full service advertising agency with offices in Davenport, Iowa City, Cedar Rapids, IA and Peoria, IL.
 Developed new Business Process Outsourcing model which allowed senior health system leaders
to supplement marketing resources, increase strategic planning abilities and strengthen marketing
initiatives
 Created new TAG partnerships for physician relations and capital campaign initiatives creating
new revenue streams for the organization
 Built integrated websites and new web strategies for clients
Trinity Regional Health System, Rock Island, IL January 2003 – November 2008
Director Physician Services/Manager Corporate Communications
UnityPoint Health - Trinity operates four full-service hospitals in Rock Island and Moline, IL, and Bettendorf and
Muscatine, IA. It also includes affiliated entities the Trinity College of Nursing & Health Sciences, the Robert Young
Center for Community Mental Health, Trinity Health Enterprises and the Trinity Health Foundation.
 Developed Physician Relations Division to improve provider relations and drive referral growth
resulting in over 1600 new contacts
 Demonstrated ROI on outreach and relations efforts with key physicians and their patients
 Created and implemented, through team development and internal communications, strategies to
educate hospital staff on their role in critical physician referrals and value to the organization’s
bottom line
 Directed introduction of new Hospitalist program to key audiences to maximize physician referrals
 Planned community relations and events for introduction of new hospital
Quad-City Times, Davenport, IA November 1998 – January 2003
Public Relations and Promotions Manager
A regional newspaper headquartered in Davenport, IA; the QCTimes is part of Lee Enterprises and serves eastern Iowa
and western Illinois.
 Managed advertising agency and media relationships to develop and implement effective
campaigns
 Facilitated all sponsorship activities of the publication and its affiliates
 Coordinated marketing and promotion of A Time We Remember, a historical publication resulting
in a second edition printing and two follow-up publications
The Simon Property Group/General Growth Management June 1990 – November 1998
Marketing Director
Simon is a global leader in retail real estate ownership, management and development, and an S&P100 company.
 Formulated strategic marketing plans, creative, budgets, and special projects and events for three
properties with budgets exceeding $1 million
 Led strategic planning, event management, and sponsorship development for shopping center
renovations/expansions with budgets exceeding $1 million
EDUCATION
Bachelor of Arts – University of Northern Iowa - Marketing/Sales and Advertising, May 1990
Internships – Waterloo Community Playhouse, Waterloo, IA; College Square Mall, Cedar Falls, IA
 Speaker: Society for Healthcare Strategy and Marketing Development (2014), American
Marketing Division (Iowa Chapter) (2014)
 Women’s Connection Marketing Committee
 HAVLife Event Committee (Hunter Aaron Vondran Scholarship Fund)
 Junior Achievement Volunteer
 International Council of Shopping Centers Certified Marketing Director

3. KEYWORDS
Critical thinking, problem solving, confident, integrity, trust, loyal, approachable, collaborative, creative,
honest, dedicated, enthusiast, reliable, results-oriented, self-disciplined, inquisitive, curious, resourceful,
analysis, relationships, strategic, believable, critical thinking, problem solving, detail-oriented, positive,
team-player
“Laura was responsible for the marketing integration efforts and community
activities as new affiliates and regions joined UnityPoint Health. She was a
valuable asset to our integration teams and effective in communicating our
organization’s growth internally, externally, regionally, and nationally. Laura
will be a valuable asset to any team she joins - giving above and beyond to
ensure success.”
- Kevin Vermeer, CEO, UnityPoint Health, West Des Moines, IA, 515.241.6550

4. ENDORSEMENTS
“Laura led the development and implementation of a new brand for
UnityPoint Health. Her intuitive perspective helped guide and create a
more unified brand identity for our organization. Laura has proven
confident in communicating with varying audiences such as board
members, physicians, executives, management, and front-line
associates.”
- William B. Leaver, Retired CEO, UnityPoint Health, West Des Moines, IA 515.241.6347
“Laura Sinnard is one of the most valuable employees with whom I have
worked in my 30-year professional career. In fact, I hired her not once,
but twice, and would hire her again. She's smart, strategic, a hard worker
and knows marketing and communication better than most in the
field. She will bring value to any organization she joins...I guarantee it.
And she brings no drama. Perfect combination.”
- Congresswoman Cheri Bustos of Illinois. Formerly Vice President of Communications at Iowa
Health System and Senior Director of Marketing and Public Relations at Trinity Regional Health
System 309.373.7217
“Laura was responsible for the marketing integration efforts and
community activities as new affiliates and regions joined UnityPoint
Health. She was a valuable asset to our integration teams and effective in
communicating our organization’s growth internally, externally,
regionally and nationally. Laura will be a valuable asset to any team she
joins - giving above and beyond to ensure success.”
- Kevin Vermeer, CEO, UnityPoint Health, West Des Moines, IA, 515.241.6550
“Laura has a passion for effective employee communications and utilized
these talents throughout the two year brand development process and
the subsequent brand awareness campaigns. I also partnered closely
with Laura as our organization worked to restructure our marketing and
communications division to become more financially sustainable.
Through this process, we were able to recognize $3 million in savings
opportunities. “
- Mike Dewerff, President and CEO, UnityPoint Health – Fort Dodge, IA, 515.574.6603
“Laura Sinnard helped lead UnityPoint Health through a difficult and
complex brand change. She kept her eye on the prize, worked through many
difficult situations, and was a constant brand advocate. I was the agency
lead on the rebranding of UnityPoint Health and Laura was our main
contact. She was diligent, professional, and a pleasure to work with; in
addition she saved the organizations millions with her astute decision
making.”
- Louie Laurent, President, ZLRIGNITION 515.244.4456