Director, Brand Management
Accountable for planning and implementing strategic traditional media and digital marketing campaigns that achieve business goals and seeding a comprehensive brand plan into the marketplace. • Promoted to this position after four years as a marketing product manager. • Protect brand equity by leading teams as they evolve the brand platform, monitor the brand’s health through research, and ensure brand consistency via the updating and use of corporate brand standards; Presbyterian is consistently rated as the “best healthcare organization” and “best health plan” in annual statewide consumer brand preference surveys.• Design, implement, and manage all strategic brand marketing, communication, and advertising plans for New Mexico’s largest health system with a primary focus on the health plan’s Commercial, Medicare, and Medicaid products and services representing nearly 480,000 customers; have exceeded organizational new member sales goals for the last five consecutive years.• Analyze the effectiveness of marketing/advertising/media activities against plan objectives, budgets, and yearly member sales and retention goals; identify opportunities and marketing gaps; manage an annual $1.5 million budget; monitor spending while measuring effectiveness of initiatives to achieve set objectives.
