Vice President, Marketing Strategy
CurrentLead strategist responsible for all aspects of relationship marketing program vision, design, enhancement, and optimization.Sony: • Created annual plans, program strategies, campaign tactical plans, and learning agendas for the ten Sony electronics product lines and sub-brands served by HH responsible for driving YOY revenue growth of 5-10%. • Designed lead gen/nurturing “machine”, an interconnected suite of automated, dynamically-personalized triggers that identifies then nurtures leads from consideration to conversion. Touchpoints such as deal alerts, model-specific deep dives, and technology spotlights drove 10X higher lead gen, engagement and conversion rates vs. one-off, batched communications.Blue Cross Blue Shield: • Localized Medicare Advantage AEP campaigns on behalf of Nebraska, New York State, North Dakota, and Vermont affiliates grounded in consumer insights and regional marketplace dynamics exceeded lead and enrollment goals by 35-50%. • Reimagined and retooled traditional T65 age-based “New to Medicare” (NTM) migration programs to focus on “late retirees” that used rich data (ie, profile, self-reported, and behavioral) to identify seniors approaching retirement. Efforts improved lead gen and enrollment KPIs by >50% vs. traditional T65 campaigns.Nationwide: • Modernized affinity marketing program with automated email and direct mail strategies using predictive data (life stage and life events) pared with personalized content/messaging that cut cost per lead in half and doubled conversion rates vs. traditional calendar-based, batched lead gen efforts.Alcon: • Retooled underperforming cataract surgery lead gen / nurturing program, replacing static, prose-heavy messaging with persona-driven, personalized content and rich media (influencer videos and fact-based infographics) approach. Drove 6X improvement in response, engagement, surgery schedules, and surgery complete KPIs.
