Responsible for B2B Growth and Retention marketing and PBM B2C communications for over 30M consumers, brokers, consultants and employers. Set organizational direction, priorities and resource allocation as an Executive Leadership Team member of a $10+ billion company. Partnered with sales to exceed growth goals and achieve over 97% retention last six years. Integrated B2C direct mail efforts with email campaigns, voice reach, point-of-sale messaging, call center scripting, online and support collateral. Launched and grew B2B Content Marketing Platform (email, online, social, events, webinars, PR, digital assets) increasing thought leadership, retention and lead generation. Lead communications and marketing for the largest business migration (over 12M members) in UnitedHealth Group history. Lead and developed department of 13 marketing and communications professionals and achieved company-leading employee engagement score.

Lead integrated strategic national and local planning, brand management, marketing mix, acquisition and retention efforts to exceed sales goals. Directed creative agencies and lead evolution to an integrated marketing mix including television, radio, direct mail, online media, print, out-of-home, collateral, signage, promotional items, public relations, events, sponsorships and corporate partnerships. Created new lead streams (web, new mover, in-club, etc.) and developed test programs to refine lead generation and conversion. Doubled average sales leads per club in two years and enhanced lead capture definition for improved follow-up and sales conversion. Revamped existing referral program resulting in better field engagement, 82% increase in referral sales at a 17% lower cost per member. Lead presale marketing launch efforts, including site analysis, establishing brand awareness, and generating thousands of memberships prior to each grand opening event. Managed price positioning and developed national and local promotional calendars to maximize lead generation and exceed annual sales goals of 250,000 memberships. Worked closely with analytics team to set up test models, perform market analysis, mine insights, identify trends and refine programs. Effectively planned, forecasted and managed a budget of more than $10 million. Lead cross-functional teams and managed and developed direct reports.

Strategic client lead for integrated communication efforts and oversaw all direct-response initiatives for agency’s largest accounts. Cross-sold agency disciplines, including direct, interactive, advertising, research, fulfillment services, outbound telemarketing, design, branded premiums, analytics, trade show support, sales, and collateral. Analyzed campaign and sales data to identify key insights and drive marketing strategies. Managed direct reports and cross-functional integrated marketing teams. Planned and executed $3.5 million consumer and trade launch of Bayer insecticide, including direct, endorser radio, trade shows, print, co-op, peer-to-peer programs, and consumer and trade websites and exceeded sales goals by 23%. Sold through and lead integrated campaign designed to promote trial of Pro Plan among 50,000 veterinarians. After the program veterinary recommendations of Pro Plan went from 5% to 90% among the 7,000+ participants completely changing the market.

Tailored partnership marketing and strategic alliance programs that help clients meet business objectives, including increased acquisition, customer spending, loyalty and ROI. Supervised cross-functional teams in managing client/partner relationships from opportunity identification, partner soliciting, negotiations and contracts, to implementation and analysis. Developed and executed customer acquisition programs for AirTouch (now Verizon) that leveraged strategic partners, such as Sunset Magazine, Spiegel, Musicland and BMG Music. Efforts resulted in 20% reduction in acquisition cost compared to traditional channels. Developed and executed customer acquisition programs for AirTouch (now Verizon) that leveraged strategic partners, such as Sunset Magazine, Spiegel, Musicland and BMG Music. Efforts resulted in 20% reduction in acquisition cost compared to traditional channels.