Manager, Marketing Campaigns and Technology - VAA - Plymouth, MN
(2023-04)
Lead integrated go-to-market campaigns from strategy through execution, translating business priorities into coordinated marketing programs designed to increase awareness, engagement, pipeline, and client acquisition.
- Develop campaign strategies, messaging, audience approaches, channel plans, content requirements, timelines, and performance measures across digital and traditional marketing channels.
- Lead website strategy and content optimization, incorporating Search Engine Optimization (SEO) and Generative Engine Optimization (GEO) best practices to improve organic visibility, content discoverability, and engagement across traditional and AI-powered search experiences.
- Partner with internal subject matter experts to develop and optimize digital content, landing pages, thought leadership, and website experiences aligned with audience needs and business priorities.
- Lead complex cross-functional marketing initiatives, aligning internal stakeholders, subject matter experts, creative resources, and external partners around shared business and campaign objectives.
- Manage external agencies and vendors to ensure high-quality execution, brand consistency, effective resource management, and on-time delivery.
- Leverage CRM, marketing technology, automation, and performance data to improve campaign execution, audience engagement, measurement, and optimization.
- Establish campaign KPIs and analyze performance to identify opportunities for optimization and inform future marketing strategy.
- Lead marketing programs supporting industry events, trade shows, thought leadership, digital engagement, and business development initiatives.
Principal Strategist, Marketing - Blue Cross Blue Shield – Minnesota
(2018-01 - 2023-07)
Led integrated marketing strategies and go-to-market programs supporting Medicare, Individual & Family, Medicaid, and Commercial/Group health insurance products. Led consumer engagement and go-to-market strategies for Medicare, Individual & Family, Medicaid, and Commercial health plans, translating business objectives and customer insights into targeted, multichannel campaigns designed to drive enrollment, engagement, and retention.
- Directed product launches and complex integrated campaigns from strategy through execution, aligning audience segmentation, messaging, channel strategy, creative development, regulatory review, implementation, and measurement.
- Translated complex healthcare products, benefits, regulatory requirements, and customer insights into clear, compelling, compliant communications designed to drive awareness, engagement, acquisition, and retention.
- Partnered across Product, Sales, Analytics, Customer Experience, Legal, Compliance, operations, agencies, and leadership to execute coordinated marketing initiatives within a highly regulated environment.
- Managed annual marketing investments ranging from $1M to $30M, overseeing agency resources, media investments, campaign execution, timelines, and performance.
- Used Salesforce, Invoca, customer insights, response data, and campaign analytics to evaluate customer journeys, improve attribution, identify performance opportunities, and optimize marketing investments.
- Developed KPI reporting and strategic recommendations for leadership, connecting campaign performance to customer engagement and business objectives.
- Ensured marketing communications met healthcare regulatory, legal, compliance, and brand requirements while maintaining a consistent customer experience across touchpoints.
- Developed customer-centric, data-informed marketing strategies across the member journey, defining target audiences, messaging, channel approach, and measures of success.
- Led integrated, direct-to-consumer campaigns across digital and traditional channels to drive customer action, member acquisition, enrollment, and retention.
- Partnered cross-functionally with Product, Sales, Analytics, Customer Experience, Legal, and Compliance to align engagement strategies and drive campaigns from strategy through execution.
- Used customer, campaign, and channel performance data to identify opportunities, optimize targeting and messaging, and improve marketing effectiveness.
- Leveraged Salesforce and Invoca data to evaluate customer response, attribution, lead generation, and conversion and translate insights into future campaign strategies.
- Managed annual marketing investments of $1M–$30M, prioritizing resources and optimizing channel mix and campaign ROI.
- Presented KPIs, campaign insights, and strategic recommendations to executive leadership, influencing marketing and business decisions.
- Managed stakeholder alignment and approvals within a highly regulated healthcare environment while ensuring communications delivered a clear, customer-focused experience.
Director Advertising Agency - ThomasARTs - Farmington, UT
(2017-01 - 2018-12)
Led healthcare client marketing strategy and integrated campaign execution, coordinating account teams, creative resources, media partners, and client stakeholders.
- Guided development of audience-focused marketing communications across multiple channels while managing campaign objectives, timelines, budgets, and performance expectations.
- Partnered with healthcare clients to translate complex products and business priorities into customer-centric marketing strategies and creative campaigns.
- Supported an innovative Aetna marketing initiative in partnership with Home Shopping Network, expanding traditional approaches to consumer healthcare engagement.
- Managed agency resources and client relationships to maintain alignment, accountability, quality, and timely delivery.
Senior Marketing and Communications Specialist - UnitedHealth Group - Minneapolis, MN
(2015-01 - 2017-12)
Led direct-to-consumer, multichannel marketing campaigns for Medicare Advantage plans across South Florida, developing and executing targeted communications across Direct Mail, DRTV, Digital, Print, Out-of-Home, and Radio to drive consumer response and enrollment.
- Led end-to-end execution of integrated consumer campaigns, coordinating audience targeting, messaging, channel strategy, timing, execution, and campaign measurement.
- Partnered with Data & Analytics teams to develop campaign testing and measurement approaches, using performance insights to optimize customer response and inform future marketing strategies.
- Managed an $8M multichannel marketing budget, optimizing channel investments based on campaign performance, ROI, and customer response.
- Collaborated cross-functionally with Product, Legal, Compliance, internal business partners, and external agencies to maintain stakeholder alignment and drive campaigns from strategy through execution.
- Managed development and delivery of targeted consumer communications across multiple touchpoints while ensuring compliance with healthcare marketing and regulatory requirements.
- Contributed to Medicare Advantage enrollment and market-share growth in the highly competitive South Florida market through data-informed, direct-to-consumer marketing strategies.
Marketing Project Manager & Consultant - Aetna, Hartford, CT | Optum – Minneapolis, MN
(2015-01 - 2015-12)
Spearheaded marketing projects from inception to closure in support of Aetna, Medicare, and Retiree services as well as Medicare sales seminars. Developed and executed marketing programs with emphasis on enhancing participation of employees and members in health care products. Partnered with marketing implementation manager to provide custom promotions aimed at encouraging member involvement with products.
Collaborated with inter-departmental teams and external partners to support implementation of prescribed metrics, reporting methods, and optimal marketing practices. Exhibited leadership and critical expertise to ensure adherence to project schedules, milestones, measurement, targeted audience reach.
- Optimized implementation of member promotion programs by improving overall processes.
- Promoted call-to-action initiatives by developing and managing landing pages during annual enrollment period.
- Designed and optimized multiple direct mail campaigns for member market by leveraging creative agency.
