My Work
Market Expansion
Launching a New Healthcare Network Into a $6.5B Market
Expanding into an established healthcare market means earning the confidence of brokers, employers, providers, and members while clearly differentiating from well-entrenched competitors. This case study demonstrates how I led the integrated marketing strategy supporting Anthem Blue Cross's expansion into the $6.5 billion San Francisco healthcare market. By developing the go-to-market strategy, positioning, messaging architecture, sales enablement resources, and multichannel launch campaign, the organization successfully entered one of California's most competitive commercial insurance markets.
Product Launch
Supporting the Launch of Nestlé's $1.3B Nespresso Professional Business
Launching a new business division begins with equipping sales teams to confidently introduce an entirely new offering to the marketplace. This case study demonstrates how I developed the go-to-market sales enablement materials supporting the launch of Nestlé's Nespresso Professional, the company's dedicated commercial coffee business serving offices, hospitality, and foodservice organizations. By creating premium presentation packaging and sales collateral that reflected the brand's quality and innovation, I helped position the new business for successful market entry and customer acquisition. Today, Nespresso Professional has grown into a $1.3 billion global business.
Account-Based Marketing
Designing an ABM Customer Journey Framework for Complex B2B Sales
In complex B2B environments, sales opportunities can stall when focusing on selling products rather than guiding buyers through a structured decision-making process. This case study demonstrates how I developed a comprehensive customer journey framework that aligned marketing, sales, and executive engagement strategies around the evolving needs of stakeholders at every stage of the buying process. By mapping buyer behaviors, motivations, emotions, decision criteria, and communication touchpoints, the organization gained a repeatable framework for improving engagement, accelerating deal progression, and strengthening long-term customer relationships.
Customer Acquisition
Driving $41M in Revenue Through an Integrated Marketing Campaign
Medicare Advantage enrollment is one of the most competitive acquisition environments in healthcare marketing. This case study demonstrates how I developed and executed a multichannel Annual Enrollment Period (AEP) campaign spanning email, direct mail, digital marketing, broker engagement, educational content, and landing pages, generating 500+ more leads YoY, more than 2,000 new acquisitions, and $41M in attributed Medicare Advantage revenue while reducing YoY campaign costs by $91K.
Sales Enablement
Producing $1.6M in New Revenue Through a Digital Sales Enablement Transformation
Insurance carriers often invest heavily in value-added services, yet many producers struggle to communicate those differentiators effectively during the sales process. This case study demonstrates how I transformed a fragmented collection of sales materials into a comprehensive digital sales enablement platform that empowered agents to sell more effectively, increased adoption of key product differentiators, and generated more than $1.6 million in net operating revenue during its first year. Years later, the platform continues to support agent engagement and contribute to ongoing revenue growth.
Product Launch
Generating $10M Through Strategic Product Marketing & Sales Enablement
In highly competitive insurance markets, product differentiation often determines whether a carrier wins or loses large accounts. This case study demonstrates how I led the strategy, positioning, launch, and commercialization of a Nurse Triage Hotline program that transformed workplace injury management into a competitive advantage. By developing the go-to-market strategy, digital experience, sales enablement resources, customer communications, and launch campaign, the program helped secure a new national account and generated approximately $10 million in premium revenue during its initial launch period.
Account-Based Marketing
Building an Executive-Level Pipeline Through a Leadership Roundtable
Traditional business development efforts often struggle to gain access to senior decision-makers at large organizations. This case study demonstrates how I developed an executive referral-based Account-Based Marketing (ABM) strategy that leveraged Cedars-Sinai's existing relationships with C-suite healthcare leaders to gain introductions to previously inaccessible executive prospects. By transforming a leadership roundtable into a strategic networking and referral engine, the program expanded executive engagement opportunities, strengthened Cedars-Sinai's market presence, and created a scalable framework for pipeline development among high-value target accounts.
Lead Generation
Creating a Broker Pipeline Through a Strategic Engagement
During periods of economic uncertainty, maintaining sales momentum requires competitive pricing but also the necessity to motivate channel partners to prioritize your products and actively bring new opportunities into the pipeline. This case study demonstrates how I developed and launched the Anthem Blue Cross Cup, a broker engagement and pipeline acceleration program designed to increase sales activity, drive new group acquisition, and expand cross-sell opportunities. By combining incentive strategy, competitive positioning, gamification, and integrated broker communications, the program helped strengthen broker engagement and accelerate pipeline development during a highly challenging market environment.
Market Entry
Leading Expansion Into the $60 Billion New York P&C Market
Entering a new state means establishing brand credibility, educating distribution partners, building awareness, and creating demand in a market dominated by established competitors. This case study demonstrates how I led the integrated go-to-market communications strategy supporting ICW Group's expansion into New York. By aligning positioning, sales enablement, broker marketing, digital campaigns, public relations, and demand generation into a unified launch strategy, the organization established a scalable framework for entering one of the nation's largest and most competitive workers' compensation markets.