▪ Reinventing Marketing Strategy: Met product plan, for the first time in seven years, by redefining the way USAA marketed life insurance. Researched and uncovered consumer insights and translated them into a strategy that flipped the perception of how consumers viewed life insurance and delivered a multi-year integrated marketing campaign.

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▪  Facilitating Growth: Created an “always on” media presence and lead based marketing strategy leveraging new channels and ad creatives. Exceeded plan for upper-funnel metrics by 19%. Increased annual product plan 6% and call volumes 15%, YOY for USAA Life Insurance Company.

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▪  Advancing the Value of Analytics: Increased Analytics' billable hours 40% over prior quarter, from the

Centers for Medicare and Medicaid Services Office of Minority Health, a key healthcare client of Ketchum

Inc. Rebuilt the trust between analytics and account management teams through the development of a

measurement framework complete with KPIs, communication tactics, and measurement methodology,

which was applied to the upcoming Office of Minority Health's first Health Equity Conference. Organizers

garnered actionable feedback from at least 50% of the participants, capturing attitudes and perceived

impact on health confidence.

 

▪  Elevating Brand Awareness: Shaped product positioning, naming, and marketing strategy for the launch of AT&T U-verse, currently known as AT&T Internet. Transformed consumer insights into go-to-market strategy and executed national media campaign, increasing unaided awareness 115% in the first 12 months.

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▪  Optimizing Digital Marketing Processes: As Director of Advertising at AT&T, reduced production costs, established a more cohesive brand presence, and within two quarters, increased view-through attribution by 8%, CTR by 13%, and +6% CVR. Developed brand architecture and guidelines for the end-frames of all digital advertising assets and implemented customer segmentation in the media, a first at the time, in support of multiple consumer product lines.