Director, Direct Marketing
CurrentManage all Direct Marketing for EmblemHealth, including advertising for Medicare, Managed Long Term Care (MLTC), State Sponsored Programs, Individual Under-65, Labor & Government, Pre-existing Condition Plan (PCIP), Not-for-Profit and Commercial Small Group markets. Experience includes the development of extensive television, online, direct mail, print, radio and out-of-home advertising and retention campaigns. Oversee distribution of $10-15 million Marketing & Advertising budget for Direct Marketing.Oversee all Chinese ethnic advertising (all product lines), including managing the expansion of the EmblemHealth Brand in the Chinese market in line with our EmblemHealth's overall brand campaign.Oversee EmblemHealths relationships with multiple agencies, including all major agency reviews, contracting and search processes.Maintain EmblemHealth's market share as the region’s largest Medicare HMO and increase membership via advertising initiatives in compliance with all Centers for Medicare and Medicaid Services (CMS) regulations.Advertised the launch of New York State's first Pre-Existing Condition Plan (PCIP), New York Bridge Plan and associated continued marketing.Oversaw transition of legacy HIP and GHI Medicare products to the EmblemHealth brand.Helped launch EmblemHealth Incorporated brand in 2008, including extensive involvement in selection of new agencies of record, brand campaign launch and development of new visual system.Developed processes and procedures to integrate HIP and GHI departments for new EmblemHealth Services Marketing & Advertising organization structure. Manage direct team and relationships with multiple advertising agencies.
