Responsible for the following: Advertising: Planning, implementation and management of all traditional, digital, social and direct campaignsCorporate brand oversight: Development and maintenance of brand and brand guidelines; training, adoption and evolutionCorporate website oversight: Management of design, functionality, regulatory compliance, alternate language requirements, content, maintenance, training and evolutionSocial media oversight: Management of content, maintenance and inquiriesNew product launch: Development of internal and external communications, collateral and sales supportMarketing communications: Copy/brand/positioning development for members/employers/brokers and internal clients, forms development and maintenance, etc.Key corporate communications: Development of internal organizational announcements, press releases, board support, etc.Critical inquiries/media/crisis management: Management of social media complaints, media inquiries, crisis communications, etc.Broker materials and communications: Development and management of electronic broker updates, online resource center, communications, collateral, etc.Sales support: Development of proposal templates, collateral, communications, events, etc.Corporate sponsorships oversight: Management of budget, criteria, sourcing, communications, event planning, etc.Budget oversight: Planning, allocation, submission, invoice review/approval and reportingCollateral/forms/signage design, copy and production: Development of materials, including copywriting, design and print/electronic productionMarketing planning and strategy: Research, plan development, submission, implementation, measurement and reportingMarketing technology: Exploring and implementing marketing technology to remain competitive in the industry and expand reach through digital channelsPromotional items: Ownership of sourcing, ordering, distribution and budget

Responsible for the following: Advertising: Planning, implementation and management of all traditional, digital, social and direct campaignsCorporate brand oversight: Development and maintenance of brand and brand guidelines; training, adoption and evolutionCorporate website oversight: Management of design, functionality, regulatory compliance, alternate language requirements, content, maintenance, training and evolutionSocial media oversight: Management of content, maintenance and inquiriesNew product launch: Development of internal and external communications, collateral and sales supportMarketing communications: Copy/brand/positioning development for members/employers/brokers and internal clients, forms development and maintenance, etc.Key corporate communications: Development of internal organizational announcements, press releases, board support, etc.Critical inquiries/media/crisis management: Management of social media complaints, media inquiries, crisis communications, etc.Broker materials and communications: Development and management of electronic broker updates, online resource center, communications, collateral, etc.Sales support: Development of proposal templates, collateral, communications, events, etc.Corporate sponsorships oversight: Management of budget, criteria, sourcing, communications, event planning, etc.Budget oversight: Planning, allocation, submission, invoice review/approval and reportingCollateral/forms/signage design, copy and production: Development of materials, including copywriting, design and print/electronic productionMarketing planning and strategy: Research, plan development, submission, implementation, measurement and reportingMarketing technology: Exploring and implementing marketing technology to remain competitive in the industry and expand reach through digital channelsPromotional items: Ownership of sourcing, ordering, distribution and budget

Led the integration of marketing, communication and sales of dental, life, disability and supplemental insurance products, from affiliate insurance company, with Florida Blue (FL Blue) health insurance offerings. Identified strategies, developed plans and led initiatives to meet the needs of the ancillary product lines. Directed development of communication, collateral and sales tools based on research, competitive positioning and value propositions. Incorporated marketing communications strategy with product design, system requirements and cross-sell initiatives. Managed team and served as the central resource for all ancillary product communications and sales/operational information, as well as coordinated with internal sales channels and business partners to create and deploy brand-building initiatives. Acted as consultant for, and conducted monthly meetings with, senior executives to set strategic direction and monitor overall ancillary sales and operational performance. Accomplishments of note:* Led FL Blue's execution of 2014 event for ~200 executive-level women across Jacksonville market.* Achieved 2013 new sales premium of $34M.* Piloted, then launched, new supplemental products in group segment; received formal recognition.* Developed ancillary issue management strategy and deployed internally, as well as to affiliate.* Refreshed affiliate company’s brand to integrate with FL Blue internal and external identity.* Managed team in development of brand identity and collateral for medical tourism subsidiary. * Managed five TPAs administering long-term care insurance portfolio.

Led planning, development and implementation of marketing communications strategy for internal and external audiences with an annual budget of $1.2 million. Managed advertising, communications and production processes for sales, enrollment and membership materials for key national accounts, including Publix and the Federal Employees Plan, as well as FL Blue’s more than four million members. Audited and ensured compliance with regulatory agencies and Blue Cross and Blue Shield Association programs and Brand Rules requiring communications and advertising. Consulted with internal business partners on product development and corporate capabilities and initiatives. Led production of English and bilingual collateral and website content. Educated internal business partners on the value of FL Blue’s Brand and Brand Strategy. Led team and managed FL Blue’s advertising agency of record, multiple marketing contractors and vendors.

Developed and managed advertising, media and direct marketing campaigns for financial, interactive and retail accounts, including Capital One and MPS Group. Worked independently as liaison between clients and the internal creative, print production, direct response, public relations, research and media departments. Managed clients’ budgets and led programs from strategic planning through evaluation. Supervised Account Coordinator in the daily maintenance of multiple projects.

Managed financial direct response initiatives from strategic inception to back-end analysis. Supervised Marketing Assistant in the daily maintenance of multiple projects. Cultivated existing programs and contributed to new business development.

Trained in Tegucigalpa, Honduras, to establish a business initiative to aid women in marketing their handmade goods.