Effectively managed the portfolio of wellness and member incentive products on digital and non-digital platforms.Responsible for establishing the product vision(s) and multi-year strategy to meet business objectives and deliver customer value. Presented strategic recommendations to the CEO and Executive Management to assure the continued product marketability and profitability. Partnered closely with stakeholders, across the company, to translate complex business needs into easy-to-understand features and phases for product-line enhancements, extensions, or terminations.Iteratively launched product features, based on market dynamics, go-to-market strategies and executed analysis of past, present and future product launches.Managed stakeholders (business and technical), product features and served as a leader within the product development team.

Owned the product strategy, development. implementation, and roadmap of the health and wellness portfolio and member incentive program (Blue Rewards). Leveraged in-depth industry knowledge to lead a nationwide vendor RFP (2017) followed by the successful implementation of a 3.7M project through a strategic partnership with Sharecare, Inc. (2019).Defined multi-year strategic plan, outlining objectives and key results of product portfolio enhancements, extensions and terminations. Utilized agile methodologies to direct, evaluate, and translate requirements/specifications to cross-functional teams for various deployments to support overall business goals. Delivered best in class customer experiences by focusing on the user experience through customer journey maps and data analytics to produce measurable improvements and increased consumer engagement

Leads, creates and executes integrated, strategic, communication plans for product and segment initiatives. Coordinates product launches, trainings and meetings to ensure optimum benefit from communication and promotion initiatives through prudent use of CareFirst resources. Manages the creative development of sales materials, group and member communications and online information. Working with internal associates and/or external clients to develop marketing materials to support sales, marketing and corporate goals, strategy and brand image.Develops and implements methods to track effectiveness of all communications, including click-path analysis, heatmapping, and Google Analytics

Hired to establish the marketing department for Reed Street Productions’ three unique brands: Run For Your Lives, The Dare Theory, and WarWear. Led the strategic development and implementation of the company’s first formal marketing plans with forecastable results. Developed the 2013 business plan and created financial models for investors, venture capitalists and financial institutions. Managed a team of 10 employees in the execution of a marketing campaign, which focused on enhancing and repositioning the Run For Your Lives brand. Developed and implemented a pricing strategy, unique to the racing industry, after analyzing competitor’s prices, price elasticity of demand and breakeven analysis to maximize profits and achieve revenue goals. Directed the strategy, design, development, and implementation of a new website, that optimized usability, content strategy, custom analytics, interactive marketing (SEM, SEO, display advertising, email marketing and Facebook advertising) and allowed for ROI tracking. Established unique sponsorship packages and managed business relationships with corporate partners: Subaru of America, Brown Forman: Southern Comfort, The American Red Cross, Fox Searchlight, Project Sole, and Square Enix

Featured on the cover of SmartCEO magazine (May 2010) for excellence in marketing. Managed a re-branding campaign improving consumer communication and ensuring consistent messaging throughout all marketing efforts. Led sales growth of 150% through guerilla-style marketing campaigns, which included product placement and product promotion (billboards, display and distribution of company branded pens) throughout the greater Baltimore region. Grew brand awareness through two company websites, blogs, and the creation and management of social media accounts

Oversaw half of the accounts and led the development of media plans, job briefs, year-long planning calendars, and budgets. Promoted and drove awareness for CSX Health and Wellness by collaborating with the Director of Health & Wellness to develop new program brochures, informational health flyers, exercise DVDs, and a state-of-the-art internal website. Effectively re-branded Camps Airy & Louise with the 2009 print and online advertisements for “The Summer Of” campaign focusing on the Mid-Atlantic region through new logos, a new website, clothing items, and camp brochures. Supervised the development and creation of 2 micro-sites and in-store promotions for Glory Days Grill; this first digital campaign helped boost same store sales vs. declining sales in the previous year

Partnered with company President on weekly business reports; researched leads and created proposals for prospective clients which led to new business accounts for The Athlete’s Foot and Gore-Tex. Executed the global launch of the women’s apparel line for Under Armour by creating international press kits (included product samples, product descriptions, and media guides). Produced daily client research reports, including writing press releases promoting new product lines, for Medifast, Under Armour, Dewalt, and Rovion