• Develop and implement a comprehensive product marketing strategy, campaigns, and programs to grow the line of business and increase revenue by targeting Health Plans. B2B omni channel execution for segmented payer targets. • Create and implement B2B2C marketing multi-channel campaigns to educate Seniors and Brokers/Agents to proactively manage expectations and their experience. Leverage multiple strategies across tactics that include video, social, email, microsites, content marketing, event marketing and more. • Create and own the go-to-market strategy for Medicare products & features, setting clear objectives and goals, researching, and defining target audiences, developing marketing and communication strategies, and measuring adoption.Point person for market intelligence, industry trends and other factors to drive future opportunities for growth. Collaborate with sales team to proactively identify and generate opportunities to advance prospects through the sales journey. Defined buyer journey, segmentation, value props, training materials, pitch decks, FAQs, competitive play and additional support for RFPs and sales campaign execution.• Drove growth strategies/pipeline through targeted strategies across tactics that include video, social, email, microsites, content marketing, event marketing and more with LOB growth of 10% annually.

• Responsible for developing the overarching strategies and plans to meet BCBS client acquisition and retention business objectives and goals across lines of business. • Identify the underlying challenge and apply actionable insights from key segments, competition, and trends within the insurance industry. Skilled at pivoting by proactively developing contingency plans and applying a pragmatic marketing approach.• Utilize client/consumer data, analytics and research-derived insights to identify client and consumer needs and build appropriate go-to-market programs for multiple BCBS Medicare/IFP plans. • Incorporate learnings from test/learn scenarios across marketing channels to optimize strategy/spend for the highest return.• Partner with Sales teams and Retail teams for growth initiatives. Developed and implemented a focus group study with Telesales/Sales agents for each client that identified market trends, competitive information and geographical specific challenges. Contextualized information and utilized for annual strategy development as part of my closed- loop reporting approach.• Develop customer journeys that incorporate innovative, multi-channel (digital, web, social media, offline, outbound calls, etc) contact strategies that deliver response and enrollment conversions. • Drive collaboration across the enterprise, especially with our sales teams and data teams to ensure alignment and execution on KPIs and priorities of the business. • Lead ideation sessions to develop new opportunities to differentiate clients within their target market for acquisition and retention.

• Lead team and set specific objectives to develop a cohesive and profitable marketing strategy for lead generation / acquisition campaigns.• Identify and actively investigate high-potential channels to test and incorporate into the broad acquisition plan, and make recommendations involving segmented, tailored outcomes based on primary research findings and customer data. Provide benefit analysis to leadership.• Set growth and performance benchmarks, monitoring key performance metric reports that track the efficacy of different variables and efforts. Partner with data analytics and other data teams to identify opportunities including predictive modeling.• Develop business cases to support new prospect segmentation, marketing strategies, budget requests, projects and marketing plans. Build champion/challenger tests and creative rotation and resting strategies to maximize response. Develop and test customized messaging and value propositions for various consumer segments• Develop and launch integrated cross-channel acquisition campaigns. Partner with other marketing teams to acquire new customers through highly engaging content across direct mail, email and new channels• Track and measure marketing outcomes including marketing activities, response, leads, sales, retention and ROI.

• Developed annual integrated direct to consumer marketing strategy across channels, including direct mail, email campaigns, dedicated microsites, outbound call programs and more. • Provided strategic guidance to leadership and matrix partners through insights gained from campaign performance measurements, market and enterprise level research as well as focus groups and internal workshops. • Oversaw lifecycle marketing strategies which best identify valuable consumers and key valuable milestones.• Managed the creative process with team, vendors and multiple agencies to deliver on initiatives aimed at specific membership targets. • Researched opportunities and leveraging data analysis (modeling and predictive analytics) to identify strategic opportunities and threats, driving continuous improvements in planning, brand positioning and new program promotion. • Built and implemented performance measurement systems to quantify ROI for marketing, advertising, web based, outreach and promotional plans. Lead and designed the test and learn environment. • Managed the program’s multi-million dollar budget management and planning. Implemented cost control measures and reduced over all spend in a specific channel

Responsible for managing marketing activities for regional and enterprise Individual Business. Overall management of internal and external communications to ensure that Anthem’s communication strategy is consistent and reflects the organization’s strategic vision.

Primary marketing, communications and community relations role for multiple field offices.