Led a team of 15 corporate employees and the P&L for a 340+ person call center at GoHealth. Owns Marketing’s Technology roadmap, conversion rate optimization, call center screening, lead nurturing, and creative strategy.

Led a team of 25 corporate employees, overseeing digital marketing ($50M annual budget), design, user experience, experimentation, and operational analytics.- Spawned the enterprise’s short (sustaining) and long-term (disruption) experimentation functions with a team of 4. In 8 months, drove a 74.8% reduction in digital’s CAC ($767 to $193) through rapid, iterative website testing (average 250+ experiments per year), increasing opportunity and sales production by 32.7X YoY (+ 20,600+ opportunities & 3,800+ sales), allowing GoHealth to become the Medicare market leader in 2020.- Reduced agent in-ready time by 41,774 hours in 2022, or ~5% in Open Enrollment annually, integrating call center signal sharing with ad platforms to inform better purchasing.Enabled real-time call routing decisions between conversational AI, direct-to-sales, or a screener, providing an $11M reduction in call center operating expenses by avoiding excess carrying costs due to seasonal hiring and quickly matching inbound volume driven by intermittent TV spikes.- Rebuilt the internal digital marketing team in 2022 to scale production from 12% to 45% of the total marketing mix. Drove a 51% beat to CAC ($327 to $161) through a tactical redistribution of investments and proactively restructuring accounts by selling period to provide adequate levers for optimization while considering changes in the addressable, eligible market (population and customer type).- Introduced innovations in 2023, generating $9.9M in incremental sales revenue, including real-time identity resolution to personalize the customer journey based on historical interactions and improve value-based prospect queueing.

Three-time proven track record of breaking new verticals (Medicare, Small Business, and Life) to diversify GoHealth’s online marketing presence across Facebook, Google Search & Display, YouTube, Taboola, Outbrain, and MediaAlpha.- Enabled the growth of the Medicare segment from $0 to $870 million of revenue in four years by creating competitive differentiation through predictive targeting, value proposition alignment to specific customer segments, and an individualized engagement strategy to minimize churn.- Moved from pixel to value-based bidding and successfully redirected advertising spend from 29.8% of previous lead production in counties with low/no plan availability or Medicare-ineligible consumers to be more competitive in high-value auctions, introducing auction nuances based on county, age, and Medicare status.- Launched API-based exclusionary audience lists to eliminate unsellable upfront spend. Dynamic lists were created based on how far removed a consumer was from their next eligibility window, given their financial status, life events, and current member status.- In 2018, was fully responsible for spearheading the strategic overhaul of GoHealth’s paid websites through A/B and multivariate testing, resulting in a 23.8% lift in lead capture rate, generating over $2M in EBIDTA. This led to marketing dedicated resources for user research, analytics, and development to support an agile test & learn approach.