• Responsible for omnichannel marketing strategies to increase brand awareness and consideration, generate demand and high-quality leads, and acquire, retain and engage with prospects and customers across B2C and B2B initiatives• Led a team of managers, marketing strategists, paid media specialists and marketing analysts, including recruiting, quarterly performance discussions, growth and development• Developed marketing processes and best practices in partnership with marketing operations, creative and implementation teams• Oversaw agency partners responsible for strategy, creative development, paid media and reporting to create, implement and refine marketing strategies

• Responsible B2B and B2C go-to-market strategies, including objectives, value proposition, audience targeting and segmentation, messaging, tactics, content, timeline and budget allocation• Managed team responsible for marketing and content strategies across the full customer lifecycle, including awareness, consideration, acquisition and retention to ensure exceptional experience• Built and maintained relationships with business units to understand objectives and build marketing solutions that effectively and efficiently delivered on objectives within budget and timeline constraints• Collaborated with creative, execution, product and channel teams to create and launch materials to market on-time, within budget and compliant with brand and legal regulations• Developed, trained and socialized new working model and processes across the broader marketing team and the enterprise in partnership with senior leadership• Led company efforts to deliver consistent and simplified member communications to increase health literacy

• Led a team of marketing communications strategists responsible for go-to-market strategy and plan development to acquire, retain and engage with prospects and current customers• Drove collaborative efforts to deliver strategic and consistent B2B national value story, creative concept, advertising and content marketing to employers, benefits consultants and employees

• Created targeted member campaigns across email, direct mail, social media, digital and secure message to drive business outcomes for health care initiatives• Developed robust go-to-market strategies and presentations to launch new products and drive sales and retention of B2B accounts across multiple audiences, including business decision makers, employees, providers, brokers and internal sales teams

• Responsible for end-to-end marketing strategy and delivery of inbound and outbound member campaigns as well as B2B sales materials and presentations targeting employers, internal sales teams and agents• Project managed annual creative refresh of 100+ sales and member-facing collateral and presentation materials in preparation for upcoming benefit year and annual open enrollment

Music-themed art gallery and boutique with retail location in downtown Raleigh, NC and e-commerce site

• Created, measured and optimized marketing strategies and plans for college and university clients to drive enrollment, student engagement and fundraising efforts• Project managed marketing efforts, including websites, email, direct mail, events, print, social media, OOH, SEO, paid search and display• Managed account services team comprised of account managers and project managers to ensure that projects were on time and budget, while delivering on client expectations and business goals• Developed, implemented and refined agency-wide processes and training • Negotiated contracts and managed relationships with outside vendors and agencies

• Developed strategy and marketing plan, project managed creative execution and implementation, tracked budget, conducted measurement and recommended optimization for clients across traditional and digital efforts

Marketing strategy and research freelance work, while pursuing my MBA and opening a retail business.

• Responsible for strategy, design, implementation, budget management, measurement and client management of integrated digital campaigns to drive subscriptions for clients, including AARP, The Wall Street Journal, XM Radio, Consumer Reports, TruGreen and Terminix• Led strategy, execution, analysis and optimization of highly iterative A/B and multivariate test and learn campaigns for clients focused on driving sales and engaging with customers• Oversaw business development for new and existing clients, including RFP and proposal development as well as prep and participation in pitch meetings

Clients: Blue Cross and Blue Shield of North Carolina, North Carolina Farm Bureau Insurance, Merz Pharmaceuticals (Mederma & Mederma for Kids), CARQUEST, Novozymes, RBC Centura (now Truist), Madison River Telecommunications (now CenturyTel), Coastal Federal Credit Union• Wrote creative briefs and collaborated with creative team to set direction and brand identity on campaigns• Managed activities of creative and media teams to ensure on time and on budget execution of campaigns• Partnered with publications and stations to coordinate media buys and delivery of advertising materials• Researched, strategized, prepared for and participated in new business meetings