Resume

Skills

  • Enterprise Communications
  • Branding
  • Marketing Strategy
  • Product Marketing
  • Data & Segmentation
  • Customer Experience
  • Employer Branding
  • Cultural Fluency
  • Omnichannel Campaigns
  • Leadership & Teamwork
  • Business Performance Expertise
  • Creative Strategy
  • Storytelling, Content Management, Creative Briefing
  • Engagement Strategy
  • Multicultural Strategy
  • CRM and PM Systems
  • Events & Sponsosrships
  • Social Media
  • Business Development
  • Spanish Fluency

Work Experience

Elevance Health
Director, Engagement Marketing & Strategy

Feb 2022 – Present
Jacksonville, FL

  • Lead governance to facilitate enterprise-wide view of member touch points that enables branded orchestration of member experience and retention of 1.4M members
  • Strategist of first integrated Health Equity Marketing strategy, GTM plan and execution, playbooks, segmentation, and branding driving 16% increase in member engagement
  • Lead branding, marketing, communications strategy, and research for all-new enterprise service experience strategy shifting service to advocacy and relational-based interactions, optimizing omni-channel capabilities, driving industry-leading scores, improved member experience, retention, access to care, and member health outcomes

Self Employed – Movida24 LLC. Sr. Consultant, Brand, Marketing and Strategy (Fractional and/or Freelance)

April 2016 – Feb 2022
Jacksonville, FL

  • Strategic brand and marketing consultant for United Way (VP of Marketing), Kilburn Media (Market Growth & Partnerships Consultant), Nourishing Biologicals (Chief Marketing Officer), Toyota (Dealer Network Training Manager), City Electric Supply (Regional Marketing Manager), United Airlines (Regional Marketing Manager, Latin America), Q-PAC (VP of Sales and Marketing), and MedAxiom (VP of Marketing)
  • Led brand and product expansion strategy and go-to-market plans (US and overseas markets)
  • Right hand to C-Suite for business strategy, plans, and global expansion opportunities

Long-term consulting projects:

Q-PAC (Fractional Vice President of Sales & Marketing) – Manufacturing and Technology

  • Led first marketing, CX, and account structure. Drove YOY growth of 40% 2020 – 2021
  • In charged of brand positioning and expansion from service to product and high-tech
  • Led technology deployment improving CX and operational efficiency, reducing costs by 15%
  • Led product development team to pioneering product releases driving 30% retention

MedAxiom (Fractional Vice President of Marketing) – Healthcare

  • Led branding and communications strategy for multimillion $ merger of MedAxiom and American College of Cardiology, representing 600+ provider practices and hospital systems, 30+ enterprise partnerships, and 1000+ physicians in the network
  • Led omni-channel strategy and channel development for provider engagement, website, apps, podcast, and virtual education platform generating $2M sales and 15% renewal
  • Responsible for internal/external communications, PR, and accreditation conferences

GuideWell / Florida Blue / Blue Cross Blue Shield
Sr. Director, Brand Strategy & Marketing Services

Nov 2010 – Apr 2016
Jacksonville, FL

  • Led development, infrastructure, and managed revenue generating agency (58 employees – creative, production, experiential, media, traffic, planning, and strategy), 12 clients, and $12MM+ revenue
  • Led multimillion dollar brand transformation of 70-year-old Blue Cross Blue Shield of Florida in preparation for healthcare reform, impacting 2.4K agents, 22 retailers, sales channels, resulting in 25% B2B market share, 41% incremental B2B market share (1.5B members), awareness at 85%, added revenue streams, and cultural/employee relaunch
  • Led multimillion dollar negotiations and innovative activations with sports, lifestyle, and technology brands such as VR platforms, live experiences, and pop-up retail networks

Mercedes-Benz USA
Regional Marketing Manager & Franchise Development Manager

Jan 2004 – Nov 2010
Jacksonville, FL

  • Led brand, product, employee marketing, and CX journey (114 retailers/50K annual sales)
  • Led $200M in brand repositioning including facility renovations and training for 65+ retailers
  • Led negotiations and omni-channel campaigns of $100M+ in sports, fashion, and trade
  • Managed marketing team, agencies, ad associations/co-op, brand, and retail integration

Jaguar Land Rover North America
Global Merchandising Manager & Multicultural Marketing Manager

Sep 2000 – Oct 2003
Irvine, CA

  • Pioneered and led Diversity Board comprised of NAACP, Trade publishers, Dealer Principals, and Corporate CEOs, securing marketing, employer, and market relevance
  • Attained 125% sales, 210% wholesale, and 105% boutique sales objectives
  • Led campaign doubling diverse market share – Jaguar (12% to 23%) Land Rover (13% to 21%)
  • Managed Jaguar Racing licensing, catalogues, and product placements in the US and UK

Nissan Motor Corporation, INC.
Franchise Development Specialist & Advertising Specialist

May 1997 – Sep 2000
Gardena, CA

  • Coordinated ownership opportunities, qualified retailers, and facilitated new point buy/sell
  • Developed contest and incentives, award trips for sales consultants/management and field
  • Managed and tracked $18M+ marketing budget, incentive, pricing, and promotions
  • Assisted with creation and promotion of Infiniti’s first website and digital media plan