Ian Gillespie Email & Phone Number

Us

New York, Ny, Us

• Implemented social media awareness campaign for client, Mount Sinai Health System, drove awareness—Prostate Cancero Highlighted need for older men to screen for Prostate Cancer; coordinated with social media influencerso Facilitated participation in virtual push-up challenge, using hashtags to promote challenge and prostate cancer awareness- Scaled hashtag interaction—40%: #pushupchallege, #prostatecancer, and #teamtewari (former Department Chair) Drove 64% increase in Urology department Instagram page views- Fueled a 31% increase in Facebook page views the week of the push-up challenge vs. previous year• Developed paid content for doctor-to-doctor social network, “Doximity,” driving Mount Sinai Health System referralso Produced 3 long-form paid advertorials, lauding recent research advances in treatment of prostate/bladder/kidney cancers- Highlighted benefits of new surgical techniques, as well advances in non-surgical options, and research findingso Drove 23% increase in referrals from outside practitioners for these three departments vs. previous year• Produced live webinar: COVID-19/its effects on prostate cancer patients/new data from Mount Sinai’s department researcho Set presentation agenda/timeline; reviewed topics with presenting academics/clinicians, produced marketing campaign:- Used email marketing to invite outside researchers/clinicians/patients to attend—secured 200+ participants- Participants joined webinar for at least half of the 4-hour duration

New Hyde Park, Ny, Us

• Inherited/terminated underperforming marketing agency; assessed reporting/cost per acquisition; established framework o Interviewed/hired/trained 2 new marketing coordinators to address existing creative/administrative presence• Led multi-channel acquisition, retention, and CRM campaigns for expanding a network of dental practiceso Planned/executed $1MM marketing campaigns—paid/organic search/paid/organic social/print/TV/event/B2B tacticso Implemented geographic/demographic/psychographic targets via Facebook/Instagram/LinkedIn ads Reduced costs per lead acquired via digital campaigns from over $2 to under $0.70—66% decreaseo Scaled appointment requests by 200%+/leads requesting information by 140%+ over pre-COVID levels in June Minimized marketing spend to ~$25,000 vs. $40,000 monthly spend before the COVID shutdown Drove website traffic post-COVID-reopening with high-quality traffic; scaled loyalty program enrollment 140%+• Managed team of 6; directed team responsibilities based on talents: content design/writing/relationship management/sales• Analyzed all campaign data to target likely new patients by demographic and psychographic data points

New York, Ny, Us

• Led and administered B2B and B2C multi-channel acquisition, retention, and CRM campaigns for various health planso Planned/executed $5MM campaigns for Medicaid/Child Health Plus/Medicare Advantage/Medicare Supplement productso Liaised with external ad vendors: television spots, direct mail, print, display, social media, and paid search campaigns Reduced member cost: $245 to $158 (30%); 2015-2019 on $1.7 million Medicare Open Enrollment Campaigns Cut costs: $2.7 MM—$824k; 2015-2019; increase Under-65 enrollments: 6195 to 7553 Decreased attrition: 15% to 11%, annually, save company ~$5 MM per/year, on Medicaid Retention Campaigns • Analyzed all campaign data and developed SQL programs to pull customized lead datao Utilized SQL, Salesforce, and Google Analytics to monitor the efficacy of all campaigns and adjust as necessary• Customized materials for campaigns/client segment; collaborated with branding/in-house graphic design/web design teams • Trained and managed two Marketing Coordinators and one summer intern

• Led product development projects for new and existing business lines determining retail suitability for a start-upo Conducted primary and secondary market research to make brand and product extension recommendationso Determined retail stability, assessed profit potential, and collaborated with both manufacturers and internal teams Assisted launch of Protein Banana Chocolate Chip VitaTops, Gluten-Free option, etc.—Sales topped $2.2 MM o Designed ingredient combinations to optimize profitability and maximize customer satisfaction• Developed efficiency processes that reduced raw materials waste and spoilage by 20% to 40%, saving company costso Allowed for 15% profit margins on $7.99 retail 6-packs of VitaTops

Fort Lauderdale, Fl, Us

• Hired/trained/coached/evaluated performance of 10 sales agents to replace telemarketing vendor; managed $500,000 budgeto Managed in-house sales agents who called and messaged sales leads developed by the field marketing teams Improved sales conversions from 0.1% to 5% within 6 months—an average of 12%; generated ~$10MM • Collaborated with SalesForce; developed macro tool to segment leads/rate them based on specific demographic criteria o Distributed leads and coached the team with a concentration on calling and closing the highest-ranked leads Scaled conversion rates over 60% based on the implementation of the macro tool• Taught Kaplan’s GMAT courses to prospective graduate business students to prepare for graduate entrance exams• Participated in and successfully ran field marketing events to obtain prospective clients for classeso Attended various sales events in NYC to network and connect with professionals looking to continue their education

White Plains, Ny, Us

• Led customer acquisition campaign for Client, Universal American—$2.28B Medicare prescription drug programo Tracked performance data via daily tableau reports to identify best practices/maximize sales, allocating spend across:- Direct response marketing: print/digital/search; expanded call volume by 12%; conversions by 23% over LY- Generated an additional $900,000 in additional revenue on this project aloneo Collaborated with Direct Marketing to develop unique collateral for pharmacy displays/direct mail pieces/billboards, etc.• Managed/trained a team of 100 call agents, both inbound and outbound, while liaising with executiveso Composed and edited detailed scripts for sales representatives and monitored the agents for accuracy and compliance• Compiled and analyzed data regarding the performance of call volume/cost per lead/cost per acquisition perspective

Fort Lauderdale, Florida, Us

• Spearheaded marketing and customer service optimization for AT&T small business services, consumer telephone serviceso Championed small business retention campaign for AT&T Small Business; managed inbound/outbound consumer calls Increase the campaign revenue from $140,000 per year to over $220,000 per year Led the segmentation of customers to identify at-risk cases, patterns in prior data, and effectively retain them Increased new revenue by approximately 60% over two years• Cox Communications consumer internet service, and Verizon FiOS consumer internet, television, and phoneo Revitalized low-performing campaign segment for $10 million—Verizon FiOS Triple Play campaigno Managed inbound calling campaigns for retail consumers  Attributed to over $2 million in revenue through Verizon FiOS Triple Play• Monitored and discovered novel ways to improve agent performance, call quality, and client reporting methodso Designed and Implemented a reporting system that accurately measured the performance of telemarketing vendors on an AT&T small business acquisition campaign to target areas of improvement for individual vendors Drove the cost-per-member down from $70 in 2004 to $53 in 2006• Trained and oriented staff in sales techniques, customer care, and product offeringso Oversaw development/consulting to advise improvement strategy to scale sales revenue: ~50 telesales agents

Mba, Marketing

B.S., Communication