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Tom Kirby

Director, Strategic Marketing and Intelligence

UPMC (Pittsburgh, PA)

As director of Strategic Marketing and Intelligence, Tom oversees all consumer research, insights, and strategies for the UPMC health system. His team is responsible for identifying trends and opportunities, and understanding individual consumer journeys, and providing strategic guidance to service line and hospital leadership to guide the development of overall brand and service line campaigns. Conversely, his team works to track and analyze key consumer and brand analytics to manage perception, consideration, and preference for UPMC. Tom earned his MBA at the University of Pittsburgh’s Katz School of Business, and prior to UPMC, he was a brand strategist and planner on the agency side working with health care, B2B, and CPG clients such as Nestle, KraftHeinz, Red Bull, and Smuckers.