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Work Background
EntrustBrand Marketing Director
Dec. 2019 - Mar. 2021Greater Minneapolis-St. Paul AreaDeveloped the corporate strategy, identified the brand messaging platform and established core KPI’s that enabled the launch of a global rebrand within nine months. Specifically, > Applied strategy, positioning, and refined tactics across channels as the “go-to-market” plan creator/owner. Role required ability to onboard quickly, connect the strategic dots and develop relationships/rapport cross functionally. > Operationalized the brand by creating message hierarchy (brand platform) the organization could rally around and enable sales/field, segment and product teams to create consistent messaging and campaigns from. > Established “best practices” to elevate brand guidelines (and artifact management), including the approach for/usage of segment messaging and product naming architecture. > Created brand training curriculum and process enhancements with internal/external audiences and creative agency partners aka the “corporate marketing external resource list” - establishing criteria and process with procurement and senior leadership (while supporting the nCipher acquisition). > Partnered with creative agencies to create the strategic framework, campaign approach and worldwide air cover with a 10B media reach. The “Securing a World in Motion” campaign launched in September of ’20, efforts have since yielded $100M+ in marketing-sourced pipeline and significant positive analyst, partner and employee impact. > Built relationships with analysts at Gartner, Forrester and key media/pr contacts. > Drove a consistent and cohesive story for online events, executive communication, the thought leadership “Vision Exchange” series and all global office site branding, including the customer experience center at headquarters.
Free Bikes 4 Kidz MNBoard Member
Nov. 2019Minneapolis, Minnesota, United Statesproviding marketing stewardship (planning – execution via creation of the go-to-market plan), budget forecasting, and corporate engagement counsel. Currently co-leading rebranding efforts.
Independent ConsultantSenior Marketing Specialist
Apr. 2017Sr Marketing Specialist Contract Roles | 2007 – Present: UnitedHealthcare Brand Marketing | September-October 2022. Brought in to land brand positioning and drive national campaign platforms, messaging strategy and go-to-market efforts. THREAD Connected Content | July – October 2021. Supported the Cargill turkey business while helping to right-size the level of agency staffing/resources to support. PELVITAL | May – July 2021. Created awareness of Flyte, a non-surgical treatment (device + physician prescribed plan) for urinary incontinence - setting the brand foundation and go-to-market roadmap and clinician strategy. BIND On-Demand Health Insurance (sold to UHC in ‘21, renamed as Surest) | October 2017 – January 2018. Shaped marketing and launch of the new health care “insurance disrupted category”, leveraging insights garnered from user groups and advisory boards. Developed/evolved the first go-to-market plan via employer events, PR, content generation and thought leadership in partnership with product, sales, UX and operations. Prime Therapeutics | June - September 2017. Drove the value proposition creation for the Home Delivery and Specialty Rx businesses in support of Member Marketing, Sales, and office of the CEO.
UnitedHealth GroupPositions held @ United Health Group; Sr Brand Director, OPTUM Corporate Brand Marketing
Mar. 2015 - Jun. 2017Eden Prairie, MinnesotaAs part of the Brand Marketing Management Leadership Team, > Drove the brand build, including launch of the corporate campaign that resulted in increased awareness of 4.4% and 4.2% favorability. > Charged with operationalizing the brand into Segment Marketing and nested campaign support for the $85B global health technology and services business – on point for Brand to partner and counsel Segment Marketing’s team of 90 marketers plus client reference management, executive briefing center and events teams.
UnitedHealth GroupDirector Account Management, OPTUM Creative Services
Feb. 2013 - Mar. 2014Mpls, MNCharged with shaping the newly formed centralized Marketing Creative Services Group in support of the Provider & Physician Solutions segment. Led cross-functional teams to align lead-nurturing plans with overall strategic vision, driving outstanding financial results while growing the Optum brand -- where the “science” of analytics/metrics meets the “art” of the message/campaign creative. Managed a team of 4, including project and account managers.
UnitedHealth GroupSenior Marketing Manager, UHC Pharmaceutical Solutions, Consumer Engagement & Operations
Jan. 2009 - Jan. 2010Led member and physician communication (becoming HIPAA-certified), working closely with regulatory, Medco and UHCPS C-suite. Selected to lead Health Care Literacy training efforts across the UHG enterprise.
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