Blue Cross Blue Shield AssociationDirector, Consumer Marketing and Advertising
Mar. 2014 - Dec. 2017Greater Chicago AreaHeld multiple roles shaping brand positioning, messaging, and consumer marketing strategy for a multibillion-dollar organization comprised of 36 independent BCBS companies with 105M customer nationwide. Focused on unifying the brand vision, positioning, and multi-channel marketing approach across individual organizations under the national BCBS umbrella. Managed a team of 18 marketing staff and a multimillion-dollar creative budget. Utilized brand research to develop data-driven integrated marketing campaigns and marketing communication strategies, including naming standards, brand guidelines, media placement, and creative strategy. Created a centralized marketing center of excellence to maintain a cohesive brand presence while honoring unique identity of each market. Managed the relationship with a third-party agency, overseeing creative efforts related to asset production, campaign creation, and internal brand training. Developed and tested new marketing materials with emphasis on quality, consistency, and cost savings. Raised millions in funding to support creative and production costs.