I now lead a team inclusive of both marketing strategy and market research for the life insurance division of Protective Life. The team develops both market research and strategy, and leads execution and tracking of marketing plans to generate life insurance sales growth with Protective.

Manage the marketing strategy team for the life insurance division of Protective Life. The team develops go-to-market strategy, and leads both execution and tracking of marketing plans to generate life insurance sales growth with Protective.

Developed and led go-to market strategies within the brokerage/independent distribution channels to drive more than $126 million in sales growth. • Established holistic marketing strategies for brokerage/independent distribution channels at Protective Life. Activities included defining target audiences, articulating product value propositions and establishing end-to-end communication, promotion, lead generation and event strategies. Served as subject matter expert on channel customers, requirements and best practices.• Partnered with Marketing Shared Services to translate strategic vision into tactical marketing plans inclusive of key messaging, content and creative development, media and medium selection, and campaign calendaring.• Managed key relationships with sales, operations and other internal departments to represent the needs of the brokerage/independent channel within the marketing organization.• Collaborated on key performance indicators and tracking mechanisms to measure the effectiveness and return of marketing programs.

Oversaw strategy and production for all Columbus Life print and digital communications, contributing to more than $4.2 billion in total company assets.• Managed all mediums (print and digital) used to interface with 7,000 independent producers, including annual report, field magazine, monthly print and bi-monthly digital newsletters, and executive and regulatory communications.• Drove content strategy for corporate website(s), extranet and social media profiles to share the Columbus Life brand story and ensure consistency.• Managed industry print and online media placements (both paid and earned media). Responsibilities included advertising and editorial placement, developing media relationships, vendor and contract negotiation, and advertising schedule development to support strategic initiatives.
• Developed and analyzed metrics to determine effectiveness of all communication strategies, and adjusted accordingly to maximize reach and response.

Directed all consumer marketing and communications strategies for First Financial Bank, contributing to more than $7 billion in total assets under management. Responsible for key consumer message platforms to ensure brand recognition and consistency across the bank’s Tri-State footprint. • Developed competitive marketing plans targeted to consumers, including strategies to gain share of wallet and increase retention. Partnered with key executive leaders on specific market-related opportunities as they arose.• Built communication strategies for five key acquisitions and market expansions within the key growth markets of Columbus and Dayton, Ohio, Indianapolis, Indiana and northwest Indiana.• Directed end-to-end execution of marketing communication pieces through internal resources or external partners. These touch points included product collateral, client mailings (direct mail & e-mail), web & social media copy and regulatory notices to support line of business goals and requirements.• Defined, measured and reported on key performance indicators to determine success of external marketing and communications strategies. Established closed-loop analytics with sales to understand how inbound marketing activity turned into retained customers.

Implemented all marketing communications projects for Hobsons' sales divisions, contributing to more than $60 million in annual sales of key technology to colleges and universities.• Managed writing, editing, and design-to-production for all print collateral. Coordinated with divisional marketing managers to ensure communication projects aligned with divisional goals.• Executed content, design and ongoing maintenance of Hobsons' digital presence, including Hobsons.com Web site, e-mail campaigns, and social media. Led re-launch of corporate Web site with new content and branding (winter 2008).• Directed employee communications initiatives in partnership with human resources. Activities included development of global employee newsletters, training materials, and organizational realignment communications during three key company acquisitions.

Managed day-to-day communications efforts for multimillion-dollar national women’s health nonprofit foundation.• Executed all foundation communication materials for print, Web, TV and radio; including books, brochures, newsletters, Web site design, branding materials and national conference collateral.• Assisted with national company sponsorships, including P&G and Wal-Mart. Performed writing, editing, production, and account management functions in partnership with company representatives.• Assisted with media efforts in 40 event cities, including content production.

Primary client contact for 50 national accounts, including Starbucks, ADM and PetSmart. Activities included organizing product awareness and education campaigns, as well as recurring reporting and service duties.