Director Of Marketing & Corporate Communications
Department leader reporting to CEO and serving on six-person executive committee. Responsible for strategy and measurement; branding and messaging; annual planning; campaign development including advertising, public relations, sales promotions; managing sponsorships and events. - Originated marketing and communications department, building department infrastructure and processes while educating and advocating the role of marketing communications as a leadership function and valued contributor. - Built department to four FTEs and upgraded approved service provider list to accommodate growth. - Oversaw branding process and creation of stakeholder archetypes. - Created and modeled brand voice for communications to all key stakeholders and across all platforms. - Launched brand awareness campaigns in two new markets that produced ROI of 20 to 30 percent. - Oversaw critical market research projects and created architecture for determining market-entry strategy. - Key advisor shareholder issues and manager of shareholder communications. - Oversaw creation of new Web sites for DCPG and for a joint venture. - Led cross-functional team that developed dynamic digital tool for brokers that beat aggressive adoption rate upon launch by 12 percent. - Audited and reorganized sales collateral while introducing tools and processes to ensure quality control of content. - Regularly identified sales tools and resources necessary for market expansion and market expansion. - Introduced e-Letters for brokers, employers, members and network providers that consistently beat average industry open rates. - Led several direct mail and direct marketing campaigns that produced responses of 22 to 45 percent. - Developed crisis communication protocol and led all media relations. - Developed social media policy and initiated basic social media initiatives. - Led joint venture and key marketing partnerships.
