ICW GROUP INSURANCE COMPANIES

Oversee strategic planning, campaign development, budget allocation, and day-to-day operations of the corporate marketing department for a $3B multi-line national insurance company. Drive the development and management of national B2B and B2B2C integrated marketing strategies across 6 lines of businesses and 6 insurance products, including planning, goals, budget, execution, and campaign ROI tracking. Lead a team of 6 marketing professionals including graphic designers, project managers, a web developer, a marketing coordinator, and a field marketing manager. Define ROMI goals and evaluate success against planned department KPIs. Manage all strategic marketing initiatives for 10 branch offices and 250+ sales team members including the support of sales and account management tools designed to meet sales growth targets. Direct internal and external agency efforts. Translate strategic and tactical business objectives into marketing strategies by using data analytics, market, customer, and competitor research, using this data to drive the creation of product value propositions, messaging architecture, go-to-market plans and playbooks to create repeatable successes. Collaborate with Email, Content Marketing and Marketing Automation teams to design, test, measure and evolve lead-nurturing tactics. Lead creative design and copywriting including digital and print assets for internal and external communications, including advertising, website, email, SEO, SEM, display ads, direct mail, digital collateral, events, and community engagement. Manage branding for corporate and 6 lines of businesses. Monitor competitive landscape for market trends, opportunities, and white space recommendations.

​Accomplishments 

• Drove a comprehensive rebranding initiative, encompassing both internal and external brand aspects to create a fresh and professional brand image and promote cultural diversity and inclusivity in the company. Included merging 5 websites into one corporate site, updating 300+ pieces of collateral, and creating new interactive, digital collateral so that static pieces became one-stop hubs of information.

• Collaborate with department heads and SMEs to strategically plan and execute annual integrated strategic marketing plans. 

• Led the campaign that introduced the company's most successful new product to date, generating over $10M in operating revenue and contributing significantly to the company's overall success.

• Orchestrated the launch of the top 3 most successful communication campaigns in the company's history.

• Strategically led the marcom planning and execution for the 2nd largest initiative in company history - an agent portal for 20,000 agents and brokers - resulting in improved customer acquisition and retention; the initiative further solidified stakeholder relationships to ensure a projected revenue of $1B of business.

• Pioneered the company’s 1st sales enablement tools which resulted in a net operating revenue of over $1.6M.

• Executed an operational audit of the marketing department and implemented best productivity practices, leading to the implementation of new technology (e.g. Wrike) that improved efficiency by 30% based on project turnaround time.

• Demonstrated a strong commitment to diversity and inclusivity by hiring and onboarding a diverse talent pool, having hired and integrated 6 exceptional individuals with a focus on promoting diversity within the team.

• Spearheaded the go-to-market marketing strategy to drive entry into the $55B New York market for ICW Group, while assuming responsibility for internal and external communications for the new $70B line of business.

• Garnered ICW Group's "Executive Leadership Team Award" in 2022 for outstanding achievements in project execution, driving revenue growth, strategic innovation, and cross-functional collaboration in B2B and B2B2C markets.

ANTHEM BLUE CROSS BLUE SHIELD

Full responsibilities over department operations in the strategic implementation of statewide marketing initiatives for the $71B healthcare insurance company. Led a 12-person team of graphic designers, web developers, and copywriters. Created and delivered strategic marketing plans and tactical support on all marketing initiatives for over 300 sales and account management team members. Responsibilities included developing and implementing B2B and B2B2C strategic marketing and communication plans for the full suite of products and services; managing the operating budget; overseeing operational efficiency; project management of marketing initiatives across all channels including lead generation campaigns via paid media, landing pages, display ads, emails, webinars, Google Adwords campaigns, and LinkedIn relationship building as well as customer retention campaigns via partnership marketing, customer retention projects, and direct marketing to the customer base. Tactical responsibilities included A/B testing; Google Analytics reporting; landing page optimizations; copywriting and graphic design of marketing collateral (brochures and flyers); content for enewsletters, landing pages, and email campaigns; and event management. ​

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Accomplishments 

• Exercised oversight for all promotional efforts and communications for the company's largest territory, showcasing adept management of critical communications, including those pertaining to the COVID-19 pandemic.

• Streamlined processes and implemented project workflows which reduced department expenses by $100K annually.

• Developed Finalist Presentations (for commercial business) that profited the company $1M.

• Implemented innovative customer retention initiatives, resulting in the retention of 52 commercial accounts.

• Created and delivered strategic plans and tactical support on all marketing initiatives for over 300 sales and account management team members.

FALTER MARKETING

Developed and implemented national and international B2B and B2C marketing campaigns for 20+ clients within budgets of up to $40M. In this position, I launched and created demand for businesses and products, increased market share and improved customer acquisition and retention efforts. On a tactical level, I oversaw and implemented marketing plans; created content for websites, emails, sales collateral, whitepapers, and press releases; developed corporate and product branding; developed and handled public and media relations; and optimized websites and lead acquisition funnels. 

As a business owner, I managed professional relationships with clients and vendors; business forecasting; budgeting; and created innovative, proactive solutions despite unpredictable market dips and obstacles. 

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​Accomplishments

• Launched impactful marketing campaigns to position clients such as Disney, Nestle, and others for success. 

• Collaborated closely with client’s management teams, leveraging strategic insights to increase market share by 10-30% and achieve improvements in customer acquisition and retention rates (up to 50%). 

• Established a robust data capturing and analysis strategy, empowering clients to make informed decisions and identify the most cost-effective initiatives and campaigns, resulting in up to 20% savings on marketing channel costs.

• Managed public and media relations by building positive relationships with key stakeholders.

SAGENT

(previously Clover Telecom and previously American Communications)

Managed global marketing efforts for an international manufacturer of cell phone towers generating $29M in annual revenue. In this role, I held comprehensive scope of responsibility for strategic planning, campaign development and launch logistics, budgeting, vendor management, and pre-campaign forecasting and post-campaign trending analysis. Led a 40-person team of graphic designers, copywriters, marketing interns, and market consultants. Developed domestic and international B2B sales and marketing plans, including strategic direction, planning and execution, project management, annual campaign calendar/roadmap, and budget parameters. Implemented all lead generation campaigns across all channels - direct, online, and offline campaigns - including digital marketing (SEO / SEM / PPC / PPM / trade display ads, webinars, and email campaigns), CRM marketing, cold call campaigns, trade shows, media relations, speaking opportunities, and collateral development. Analyzed 3rd party research, campaign trend results, competitive research, and market surveys to predict market trends. Given that DMPs and marketing automation software weren't available at this point, I autonomously developed and implemented a system to capture campaign performance data for analysis and determined actionable strategies to improve future campaign success.

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Reporting to the COO, I held weekly update meetings with C-suite executives and the company owner. I was engaged in strategy development and implementation meetings, particularly throughout the expansion into the Latin America and Asia Pacific territories.

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​Accomplishments

• Doubled qualified sales leads during the economic downturn which generated a 200% increase in revenue ($10M+).

• Assessed SEO and implemented new strategies that generated 25%+ more hits to website pages and 72%+ in returning customers.

• Generated web lead successes through sustained #1 rankings in organic, natural keyword searches within Google and Yahoo.

• Built and launched the company’s first CRM database (Microsoft Dynamics), resulting in a 47% increase in the sales pipeline.

• ​Executed the company’s most successful trade show since company inception (based on number of converted sales leads).

• Generated Google AdWords campaigns resulting in 3Xs the industry rate of return.

• Developed and launched the company’s first marketing plan, digital marketing, nationwide and international press releases, internal and external brand alignment strategies, and speaking circuit strategy.