• Senior marketing officer directing sales and account retention efforts across 600+ distribution partners across all lines of business throughout the organization's seven-state market footprint. Oversee sales acquisition, digital marketing, lead generation, customer experience and brand management responsibilities. Manage a team of 15 sales and marketing professionals and $6M annual budget. • Implemented marketing segmentation and sales management strategies, resulting in a 24% increase in sales distribution partnerships over first 12 months, increasing first-year new business premium by 53% over previous 5-year average and exceeding new business sales targets by over 200% in the first 18 months. • Led the enterprise’s omni-channel and digital marketing transformation effort, implementing marketing automation, social media platform management and CRM marketing implementations, increasing customer program adoption and marketing operations efficiencies by 22% and 13%, respectively. • Developed and lead the organizations first target-customer value proposition, persona and customer experience and outreach programs, animated through customer insights translated into customer onboarding, servicing and cross-sell efforts, leading to a 7% increase in NPS and 5% in customer retention.

• Lead marketing staff of 22 professionals and four external agencies in driving brand strategy and channel marketing for retail, commercial and wealth divisions, including digital P&L responsibility, management of all earned, owned and paid media campaigns and online and off-line brand experience initiatives. Report to the Chief Strategy Officer.• Increased sales acquisition activity by 3,200 new accounts, generating $50 million in new deposits within first 12 months of launching Umpqua’s first digital sales and marketing strategy, including the implementation of a new marketing technology stack, data science practice, multi-touch attribution media model and sales lead nurturing methodologies. • Developed Umpqua’s target customer personas and corresponding corporate brand strategy, identity, and marketing outreach platform across all paid and owned channels, including digital, mobile, social media, retail-based marketing and customer touch-points, increasing brand awareness and customer satisfaction levels of 16% and 6%, respectively.

• Directed a team of 16 marketing and creative professionals (9 employees, 7 consultants) in optimizing brand and marketing budgets in excess of $5 million annually, including strategic development and implementation of all corporate brand promotion and sub-brand product communication initiatives.• Led the new market entry strategy for the Seattle, Portland and greater Bay Area markets, launching 16 new retail branches in 22 months, increasing local brand awareness by 42% and driving $680MM in new deposits and loans. • Directed the organization’s largest product promotion initiative with digital, traditional and direct marketing deployments across 15 geographies, increasing deposit and loan adoption by 146% and 191% respectively.• Designed and implemented a retail marketing and sales strategy with matrix-based oversight of 31 local marketing liaisons across 368 branches, increasing speed-to-market and budgetary efficiencies by 25% and 20% respectively.

(Parent Company of Regence BlueCross BlueShield) • Lead the market introduction for the organization’s product portfolio realignment, with emphasis on customer conversion to a single product platform using a PR-driven positioning strategy focused on the creation of a new insurance product category.• Developed Line of Business value proposition and product positioning platforms based on state-specific competitor research, focus group findings, SWOT studies and prospect perception and preference data. • Directed the marketing, advertising and Sales support efforts for divisional product launches and product extensions for small and midsize Employer accounts, including positioning strategy, communications and sales-support efforts.• Managed Regence’s international planning and business development initiates. Served as Regence’s executive lead of the BCBSA China Business Development Team, in conjunction with VPs and CEOs from 11 other BlueCross/Shield plans.

• Supervised staff of eight professionals in developing product launch strategy and tactics for target lines of business (Consumer, Medicare, Commercial), including channel distribution planning, Sales/ Broker trainings and marketing communications activities across WA, OR, UT, ID markets • Lead the market introduction for the organization’s product portfolio realignment, with emphasis on customer conversion to a single product platform using a PR-driven positioning strategy focused on the creation of a new insurance product category.• Developed Line of Business value proposition and product positioning platforms based on state-specific competitor research, focus group findings, SWOT studies and prospect perception and preference data.

• Directed the marking launch of BlueShield’s midsize employer account division, responsible for 48% of the commercial business unit’s annual revenue goals, achieving 125% of new subscriber enrollment goals in the first year. • Lead the product and promotional development of proprietary Web-based benefit administration service resulting in increased client retention and internal cost efficiencies of approximately 8% and 12% respectively.• Established and managed project media schedules, production calendars, budget estimates and project-based funds allocation—increasing project production efficiencies and ROI impacts by 23% and 15% annually.

• Directed clients’ online sales and marketing programs including web site strategy, online advertising, and e-mail and e-commerce initiatives— increasing target awareness and conversion by approximately 20%-150% annually.• Top executive nation-wide Q1 2001, achieving 204% of revenue target; Top market performer Q2-Q3 2001, achieving 149% of sales goals within second most mature market; Top 4 nation-wide performer, 2002 push-period. • Managed inside sales and marketing support directives for 60 clients—increasing annual account revenue and retention by 38% and 52% respectively through direct account support, analysis and campaign customization