Director, Health Care Marketing
Provided strategic direction, quality control and financial oversight of marketing programs for AARP member health product and services offerings. Oversaw marketing managers who collectively managed provider marketing plans and budgets of >$350 million. Products included Medicare plans that insure >25% of eligible beneficiaries in the country and contribute >$300 million in annual royalties to AARP. Drove strategies to retain more than 10 million customers in AARP-branded products, increase member engagement with AARP, member loyalty and likelihood to recommend.•Monitored performance across all channels for effectiveness; recommended reallocation of marketing budgets based on results and in-market tests. •Responsible for ensuring that AARP value proposition was communicated in all efforts.•Provided marketing strategy and support for onboarding three new insurance products within six months (Medicare Advantage plans, Long-term care insurance and individual major medical insurance)•Led marketing collaboration with Distribution team in launching the organization’s first agent distribution channel
