National and global marketing leader with extensive experience in healthcare and

media industries with a demonstrated ability to grow market share and revenue.
Skilled at market research and comprehensive analysis that led to thoughtful str
ategies, objectives and product positioning that had positive effects on the bot
tom-line. Highly skilled in accepting challenging, critical organizational situa
tions and providing positive and effective solutions. As well as being proficien
t in executing marketing strategies within Medicare guidelines.
AREAS OF EXPERTISE
Strategic Planning
Revenue Generation
ROI/Profit & Loss Projections
Market Research
Data Analysis
Budget Management
Critical Thinking
Product Management
Online, Print & Tradeshow Marketing
PROFESSIONAL EXPERIENCE
Healthways (Formerly Axia Health, HealthCare Dimensions), Chandler, AZ 2002-2010
Healthways is the leading provider of specialized, comprehensive solutions to he
lp millions of people maintain or improve their health and well-being and, as a
result, reduces overall costs. Annual revenue $717M.
Director of Product Development & Management, 2007-2010
Directed overall product management of current products and development of new p
roducts from concept to market launch. This included ongoing sales forecasting,
managing custom client requests and developing/maintaining a product development
plan/schedule. Instrumental in creating governance for guiding the product deve
lopment process; working cross-functionally with Sales and other Stakeholders.
* Driving catalyst for the management and development of three major Medicare w
ellness and physical activity product lines (SilverSneakers(r) Fitness Program,
SilverSneakers Steps and Forever Fit) that contribute to an annual revenue of $2
20 million
* Projected to add ~ $8 million in revenue ($1.3 million current clients and $7
million in new revenue/new sales) in 2010 through the complete redesign of a Se
lf Directed Wellness product
* Managed the budget, expenditures, project plan/schedule, research and develop
ment appropriations, ROI and P&L projections for redesign project
* Maintained $6 million revenue through the enhancement of the Forever Fit prod
uct offering
* Led the product training for both internal Sales, Client Relations and extern
al clients
* Managed and maintained post launch management/maintenance of products to ensu
re that they are performing according to design
Director of Marketing, 2005-2007
Created and managed the marketing policies, objectives, goals and initiatives fo
r three major Medicare wellness product lines. Executed the introduction, positi
oning and penetration of each product in its specific market niche. Monitored an
d adjusted marketing strategy utilizing market research and analysis. Managed a
department of 10 direct reports with an annual marketing budget of ~$4 million.
* Developed print and online member engagement campaigns designed to increase en
rollment and program participation that increased revenue by 12% from $86 millio
n to $96 million
* Implemented new print vendor strategy which saved company about $45,000 in six
months
* Designed international marketing strategy and campaigns that transitioned the
organization from a domestic to international wellness organization
* Managed the hiring, training, mentoring and performance evaluations of 10 dire
ct reports
Senior Marketing Manager, 2002 to 2005
Developed marketing strategies with the goal of driving increased revenue while
ensuring client satisfaction through a multi-faceted set of promotional activiti
es, community events and trade shows that expanded the reach and awareness of th
e product. Recognized for proficiency in designing and executing marketing campa
igns in accordance with Medicare guidelines. Managed annual Marketing budget of
~ $2 million+; supervised marketing staff of two.
* Created and executed the strategic and tactical integration of marketing plans
for the company's largest client Humana with a book of business totaling $40 mi
llion
* 2004-2005 increased revenue by %52 through the initiation of market research a
nd comprehensive analysis that aligned research results, market trends and consu
mer behavior
* Designed, coordinated and launched national marketing campaign for a 65+ fitne
ss program for 70 markets in 12 months, with a $2 million budget
* Designed landing/jump page for client site promoting program and driving enrol
lment
o Collected, analyzed and reported web analytics for page activity
* Managed marketing activities of eight national accounts generating ~ $24 milli
on annual revenue
Cox Communications, Phoenix, AZ 1999-2001
Cox Communications(r) an Atlanta-based media company, with over $2 billion in an
nual revenue. Cox is the nation's third largest cable, broadband and cable telev
ision company, with ~ 6 million total customers.
Cox Interactive Media operates a network of local web sites. The company is an i
ndependent operating unit of Cox Enterprises Inc. Cox Interactive Media was form
ed in 1997 by Cox Enterprises, Inc., based in Atlanta, Georgia.
Sr. Regional Sales Coordinator - West/Project Manager,) Cox Interactive Media),
2001
Managed and implemented online ad campaigns; trained, educated and mentored 11 w
estern region sales coordinators and account executives with regard to selling o
nline ad campaigns as well as managing and coordinating the look and design of m
ajor advertiser's Web site.
* Managed and implemented regional ad campaigns that resulted in local annual r
evenues of ~$500,000
* Contributed to sales revenue by leading client presentations addressing targe
ting, campaign strategy and managing expectations
* Provided clients with cost estimates of advertising products and/or services
* Recommended appropriate advertising formats for advertising, based on client
need
* Collected, analyzed and reported web analytics for client online campaigns
Ad Sales Coordinator, 2000-2001
Community Producer, 1999-2000
MEMBERSHIPS & AFFILIATIONS
American Marketing Association
Hispanic MBA Association
Public Relations Society of America
EDUCATION
Masters Business Administration, General Business/Marketing
Grand Canyon University, Phoenix, Arizona
Bachelors of Science, Sociology with a focus in Communications
Arizona State University, Tempe, Arizona.