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A results-producing marketing professional with a proven track record of planning and leading comprehensive strategies to support business goals and objectives. Demonstrated success driving revenue-generating programs in a variety of industries (insurance; hospitality/loyalty; service; packaged goods; educational). Adept at fostering relationships with senior management, vendors and internal departments to coordinate overall marketing efforts. A collaborative team member who moves comfortably from managing day-to-day operations to setting strategy. Spe- cial skills include: Aetna – Hartford, Connecticut, 2009 - 2013 FIELD MARKETING DIRECTOR – Accountable Care Organization, 10/2013 Develop and manage field marketing strategy for multiple Accountable Care Organizations. Collaborate with hospi- tal/health system partners, regional market leadership and cross-functional teams to drive individual ACO mem- bership growth. Selected Accomplishments: Develop comprehensive regional marketing communication plans, in coordination with small group, mid- dle market, and major accounts sales teams to meet local sales goals. These marketing plans are de- signed to communicate to multiple audiences (brokers, plan sponsors, providers and members). Create short- and long-term marketing solutions based on situational assessment, market and product differentiation, value proposition development, research and analytics. Coordinate activity of multiple cross-functional teams (sales and distribution, learning and performance, creative services, network, communications and product) to launch ACOs in local markets. REGIONAL MARKETING MANAGER – Medicare, 2009 – 2013 Develop and implement direct-to-consumer lead generation and member retention field marketing strategies. Align regional sales goals for Aetna Medicare products with the Northeast and Mid-America regions. Selected Accomplishments: Executed regional marketing plans with a budget of over $9MM annually. Plans included TV, print, radio, direct mail, online. Consistently exceeded leads and sales targets. Worked with Affinity team and Costco marketing to develop and execute Individual and Medicare strategic marketing plans. Launched new products into 9 states for individual product and 41 states for Medicare product. Managed cross-functional team to significantly improve the sales meeting experience for prospects and members. Assessed field needs and developed overall positioning and content. Expanded 2009 retention communications pilot to entire Aetna Medicare membership. Successfully re- tained 11,688 members vs. goal of 11,000. Generated a marketing spend ROI of 4:1. Strategy and Planning Advertising Design and Implementation Marketing Collateral Development Market Research and Analysis Direct Marketing Programs Financial Planning and Analysis PROFESSIONAL EXPERIENCE 1601 Clarendon Blvd, #605, Arlington, VA 22209 P: (860) 803-9984 E: [email protected] LinkedIn: http://www.linkedin.com/in/mjones926 Melissa Jones Marketing Management Professional

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A results-producing marketing professional with a proven track record of planning and leading comprehensive strategies to support business goals and objectives. Demonstrated success driving revenue-generating programs in a variety of industries (insurance; hospitality/loyalty; service; packaged goods; educational). Adept at fostering relationships with senior management, vendors and internal departments to coordinate overall marketing efforts. A collaborative team member who moves comfortably from managing day-to-day operations to setting strategy. Spe-cial skills include:

!!Aetna – Hartford, Connecticut, 2009 - 2013 FIELD MARKETING DIRECTOR – Accountable Care Organization, 10/2013 Develop and manage field marketing strategy for multiple Accountable Care Organizations. Collaborate with hospi-tal/health system partners, regional market leadership and cross-functional teams to drive individual ACO mem-bership growth. Selected Accomplishments:

● Develop comprehensive regional marketing communication plans, in coordination with small group, mid-dle market, and major accounts sales teams to meet local sales goals. These marketing plans are de-signed to communicate to multiple audiences (brokers, plan sponsors, providers and members).

● Create short- and long-term marketing solutions based on situational assessment, market and product differentiation, value proposition development, research and analytics.

● Coordinate activity of multiple cross-functional teams (sales and distribution, learning and performance, creative services, network, communications and product) to launch ACOs in local markets. !

REGIONAL MARKETING MANAGER – Medicare, 2009 – 2013 Develop and implement direct-to-consumer lead generation and member retention field marketing strategies. Align regional sales goals for Aetna Medicare products with the Northeast and Mid-America regions. Selected Accomplishments:

● Executed regional marketing plans with a budget of over $9MM annually. Plans included TV, print, radio, direct mail, online. Consistently exceeded leads and sales targets.

● Worked with Affinity team and Costco marketing to develop and execute Individual and Medicare strategic marketing plans. Launched new products into 9 states for individual product and 41 states for Medicare product.

● Managed cross-functional team to significantly improve the sales meeting experience for prospects and members. Assessed field needs and developed overall positioning and content.

● Expanded 2009 retention communications pilot to entire Aetna Medicare membership. Successfully re-tained 11,688 members vs. goal of 11,000. Generated a marketing spend ROI of 4:1. !!!

▪ Strategy and Planning ▪ Advertising Design and Implementation

▪ Marketing Collateral Development ▪ Market Research and Analysis

▪ Direct Marketing Programs ▪ Financial Planning and Analysis

PROFESSIONAL EXPERIENCE

1601 Clarendon Blvd, #605, Arlington, VA 22209 P: (860) 803-9984 E: [email protected]

LinkedIn: http://www.linkedin.com/in/mjones926Melissa Jones Marketing Management Professional

Page 2: Melissa Jones Resume 2015  DC (PDF)

Wyndham Worldwide – Parsippany, New Jersey PARTNERSHIP & CREDIT CARD MARKETING MANAGER, 2004 –2008 Developed and executed revenue-generating partnership and credit card marketing strategy for Wyndham World-wide hotel loyalty program, Wyndham Rewards. Managed national partnerships such as Bank of America, Ameri-can Express, FTD.com, Teleflora, EarthLink, Dominos and Universal. Forecasted, tracked and reported on all measurable marketing activity. Prepared and managed two multi-million dollar budgets. Selected Accomplishments:

● Managed marketing and operations of new hotel loyalty program credit card. Exceeded initial year’s cred-it card acquisition goals by 30% through the successful launch and targeted marketing of the program. Generated $3.5+MM in annual revenue.

● Developed and executed successful cross-brand promotion for peak travel season. Increased American Express usage penetration and drove business back to hotel brands.

● Led partnership call transfer program which offered customers other travel related products such as car rentals and timeshares. Contributed over $10MM in annual revenue.

● Implemented payment partnership model creating new revenue stream for program. Increased partner-ship revenue 73% in 12 months. !

OmniGlow Corporation – West Springfield, Massachusetts MARKETING PROGRAM MANAGER, 2001 – 2003 Worked within a team environment to develop marketing strategies for chemiluminescent lighting products for commercial, military, recreational and novelty markets. Determined market requirements in these classifications. Worked with research and development and production teams to develop new products to meet ongoing needs and to retain leadership position in the industry. Enhanced market penetration in the retail sector. Increased sea-sonal sales by introducing and promoting innovative products. !Bay Path College – Longmeadow, Massachusetts ASSOCIATE DIRECTOR OF CONTINUING EDUCATION, 2000 – 2001 Promoted enrollment at a specialized college for women, focused on the development of leadership, communica-tions and technology skills. Developed a full range of marketing tools, including promotional materials, mass me-dia advertising and direct mail pieces. Integrated a newly acquired travel school as part of the college’s curriculum and developed it into major profit center. !ADT Security Services – Aurora, Colorado & Parsippany, New Jersey NATIONAL MARKETING COMMUNICATIONS MANAGER, 1993 – 1999 Developed, implemented and evaluated direct response print, co-op, FSI, television, radio, direct mail and Yellow Page programs for various sales channels. Coordinated the preparation and administration of a $40MM media budget.

!Bachelor of Science Degree, Marketing, Quinnipiac University – Hamden, Connecticut

President/Treasurer, Wynfield Homeowners Association, 2010 – 2015 Provide community leadership for 126 unit condominium association. Facilitate monthly meetings, oversee property management company and understand state and federal laws and condominium association declaration and by-laws. Manage annual financial plan development of $500,000+ bud-get and supervise monthly expenses. Respond to homeowners’ issues and concerns.

EDUCATION & OTHER CREDENTIALS