Larry Walters Email & Phone Number

Oakland, Ca, Us

Achievement HighlightsLeveraged a deep understanding of audience segmentation and innovation marketing trends to help position go-to-market strategies for key clients. ■ Provided data analytics and methodologies to interpret market data, customer feedback, and other relevant information and provide insights and recommendations based on data-driven findings.■ Developed and implemented robust audience segmentation strategies to guide innovation initiatives.■ Aligned segmentation strategies within clients’ overall business goals in collaboration with their cross-functional teams

San Francisco, California, Us

Developed and drove comprehensive lifecycle marketing strategies for America's largest dental insurance carrier, focusing on customer enrollment and retention. Increased member engagement and conversion rates by 4-8% through lifecycle marketing leveraging personalization tactics and A/B testing. Surpassed annual KPIs by 8-10%.Directed integrated marketing communications, streamlining go-to-market workflows and reducing marketing operations by 10%. Enhanced email best practices and reported KPIs across product marketing, content, design, automation, digital media, and customer success.Increased Small Business sales engagement, growth, and retention by 11% through targeted email and webinar campaigns, contributing to a nearly 3% lift in total enterprise member enrollment.Partnered with market research teams for competitive analysis, customer insights, and campaign evaluation. Defined business segments’ objectives and KPIs, conducted A/B testing, identified target audiences, managed budgets, and established benchmarks to ensure expected strategic goals were achieved.

Oakland, California, Us

Researched, developed, and executed healthcare consumer-facing marketing strategies and outreaches to increase registration, engagement, and retention for Kaiser Permanente, the nation’s leading not-for-profit health plan.Directed enterprise-wide direct marketing initiatives to boost member registration and digital health engagement, exceeding 2015-2016 goals by over 6% and increasing membership by 12%. Built alignment with Kaiser Permanente’s regional partners to optimize member engagement programs to optimize efficiencies and speak in one voice to our members. Provided strategic project communications counsel to business partners and senior leaders, driving content to B2C marketing channels throughout Kaiser Permanente.

Oakland, California, Us

Directly managed the development of Direct Response Marketing’s lifecycle marketing retention outreaches to new and low-contact members.Developed CRM-based direct marketing loyalty and retention strategies using digital assets, audience segmentation, and targeting framework with a test-and-learn discipline to improve ROI in multichannel direct response outreaches. achieving a 5-7% lift over control groups.Managed over 15 successful campaigns, wrote creative briefs, defined performance metrics, managed creative and content development with internal and external agencies, and troubleshot operational roadblocks. Presented campaign metrics, performance, and results to senior management.

Consulted on strategic communications and website content for professional and financial service firms. Contributed to brainstorming, strategy, and the creation of metric-driven B2B marketing programs.

Mba, Marketing/Management

History