At Optum, as a Research Analyst, I efficiently devised and implemented innovative marketing / measurement strategy to increase brand recognition; initiated effective marketing of all aspects including paid, earned, and owned media, events, thought leadership, and social engagement channels. I strategically steered strategic SEO for company covering all aspects such as executing Google AdWords, conducting A/B testing, and eventually combining and overseeing all efforts from parent Optum Brand and its many children brands inclusive of OptumCare, OptumBank, OptumRx, among others. I actively delivered POV with holistic view for campaign team and C-suite regularly including UnitedHealth Group, UnitedHealth Care, and Optum Brand Insights team by advertising, internal, brand, web, and social data from various advertising and creative agencies, internal teams. I initiated and deployed retargeting and sequential messaging by creating way of following key users through advertising and consumption journey across various paths and pages in absence of absence of internal data management platform (DMP).• Directed media budgets of over $30M across large platforms, as Olympics and PGA to hyper targeted geo-located event remarketing efforts.• Established and implemented net new measurement system for brand operations• Applied A/B testing and journey mapping to enhance user experience and increase user retention.• Executed A/B, RCTs for landing page / retargeting and sequential messaging efforts.

TA for MKT 480, Marketing Strategy. In addition to grading and administrative work, support the development of intel around companies and markets related to group projects, helped in assessment of early versions of case assignments, act as consultant for in-class marketing project simulations.

Worked closely with the Senior Vice President of Marketing for Optum Corporate in various projects including: Compiling and deeply understand the current marketing technology use, and forecasting for marketing technology spend of over $2M; working with a team to prepare a presentation to the CMO and CIO of Optum about consolidating current web assets in an effort to save development time and resources of approximately $100M; also assisted in planning for development of future enterprise-wide content management system.