Beth Richards Email & Phone Number

Accountable for leading and driving the planning and execution process for key growth initiatives to ensure sales and/or marketing goals are met. Work closely with VP of Sales, Directors in Sales and Marketing, and Market personnel to lead Annual Enrollment Period (AEP) planning to ensure communication and complete alignment of strategies across work streams and seamless execution, monitoring, and measuring for success. Lead cross functional market teams to drive year-long performance of marketing and sales progress against enrollment goals, identifying trends, and implementing strategies to address challenges and opportunities.

Wellesley, Ma

Led development of marketing strategy and planning for the Massachusetts business, the organization’s largest and most important market. Collaborated with business leaders in sales, product strategy, underwriting, and all the marketing disciplines to implement strategic marketing and communications programs to drive growth in identified verticals, and successfully launch new products and services. Actively engaged in the development of new programs that were unique and differentiating as well as being aligned with the organization’s value proposition. Participated in planning for the announcement of the combination of Harvard Pilgrim Health Care and Tufts Health Plan in January 2021. Managed ongoing communications and directed strategies to address complexities related to merging two powerful health care brands. Worked to align strategies for the commercial division’s market-facing brands with the newly established corporate brand: Point32Health.

Greater Boston Area

Developed implementation plan for massive rebranding effort including complex communications to multiple internal stakeholder audiences, project planning, vendor oversight, and budget development with the aim to assure that key deliverables were met on time, on strategy and on budget.

Boston,Ma

Provided counsel to CEO, president, and executive leadership on internal and external communications. Established marketing and communications function within this fast-growing organization. Identified resource gaps, contracted with vendors for services including direct marketing, advertising, and media relations. Guided brand and product strategy by directing research, assuring alignment of benefit offerings and messaging with market demands. Collaborated closely with sales team on acquisition marketing strategies to grow the business.• Brought on board in advance of a new product launch to construct a strategy to compete with established industry leaders and introduced and positioned a brand that was nationally respected by healthcare providers and policy makers, but virtually unknown in its own target market. Strategically positioned the brand and its offerings to shape a multi-media brand introduction. Consequently, enrollment in its new product exceeded membership projections. • Directed the promotion of health programs through creation of effective sales tools and direct marketing, contributing to an annual enrollment growth rate that averaged 18% over three years.

Boston,Ma

Teamed with sales, product management, underwriting and market research leaders to develop and execute omni-channel marketing programs that drove revenue and attained growth goals. Hired and managed staff and agency partners. Directed development and implementation of complex marketing programs, managed budgets, and measured results. Reported to the President of the Commercial Division.• Led the rebranding effort to consolidate 5 acquired and subsidiary business units under the DentaQuest banner in 2009 overseeing internal and external messaging and communications.• Sourced and hired a top PR firm to address crisis management, the CEO’s #1 public image concern.• Conceptualized and executed an omni-channel campaign to launch a prevention-focused provider incentive plan that directly supported the brand. The campaign achieved an increase in provider program awareness from 0% to 70% in the first year and led to a 30% increase in quality benchmarks.• Launched an enterprise-wide website with 24 micro sites. New site increased traffic 193% over the previous version within the first 30 days.

Boston, Ma

Guided corporate identity and brand strategy; collaborated with CEO and executive managers to establish, communicate and execute a systematic, strategic marketing communications program to effectively promote services to benefit administrators, brokers, dentists and the community. As a member of the Senior Leadership Team, contributed to development of the executive management strategy to support the brand by improving service delivery, including claims turnaround and accuracy, and customer response time.

Mba, Management

Activities and Societies: Awarded "Jane Trahey Prize" placing first place for excellence in marketing research.

Digital Marketing And Social Media Strategies

Bachelor’S Degree, Business Management/Marketing