01 / Awareness & Trust
Earn attention and credibility inside crowded employer benefits ecosystems.
Employer benefits are often confusing with no clear sense of how they fit together. At Cleo and Carrum, I built referral pathways and co-marketing with the other vendors in each employer's benefits lineup, including digital campaigns and print materials that showed employees how their benefits connected. At Carrum, I built automated referral campaigns with partners like virtual physical therapy vendors, so a member who needed surgery after PT was routed straight to us. At Guild, that kind of clarity got 54% of ~200K eligible Disney Cast Members to create an account.
54% Disney account creation
How
- B2B2C client launch playbooks
- Benefits positioning & messaging
- Multi-channel employee campaigns
Built with
Partner Vendors · Client Success · Member Operations · Product
02 / First-Mile Activation
Turn interest into account creation and a meaningful first action.
At Guild and Carrum, I worked with Product to redesign the enrollment flow around one goal: get members to consent for follow-up as early as possible. We cut the flow to the fewest questions and clicks it took to capture contact information and that consent. That let us own member communications directly, instead of depending on employer permissions and employer-supplied contact data. At Carrum, simplified client landing pages also lifted enrollment conversion 33%.
+33% landing page conversion
How
- Onboarding & enrollment flows
- Friction reduction with Product
- Activation testing
Built with
Product · Client Success
03 / Human Conversations
Make every human touchpoint consistent with the promise marketing made.
At Cleo, the care team was having first conversations with members with no scripting, enablement, or training behind them. I took what we'd learned about which messages resonated with members and turned it into best practices. Then I worked with the care team to rewrite their opening conversations so members heard the same brand voice and value proposition they'd seen in our marketing.
How
- Care team & service scripting
- Conversation guides
- Service recovery messaging
Built with
Care Team · Member Experience · Product
04 / Lifecycle & Re-engagement
Bring people back at the moments that matter, across product and channels.
When I joined Carrum, marketing stopped at registration. After that, members only heard from the care team, which closed their cases after 10 days without a response. I built re-engagement campaigns aimed at closed, inactive members and brought 25% of them back to become active patients. That was revenue from people we'd already paid to acquire, which meant less pressure on top-of-funnel volume.
~25% win-back
How
- Behavioral trigger journeys
- In-product messaging
- Email, SMS & follow-up campaigns
Built with
Care Team · Product · Data Science
05 / Stickiness & Special Moments
Design moments people remember, so they come back and tell others.
At Guild, we partnered with Disney on a graduation box for every Cast Member who finished a program, from a high school diploma to a master's. Inside were Mickey ears grad caps, a medal on a lanyard specific to the program level, and a personal note from Disney's VP of Learning & Development. We also added a card inviting graduates to share the moment, which turned each finish into word of mouth inside the company and on social.
How
- Milestone celebrations
- Surprise & delight touchpoints
- Advocacy & referral loops
Built with
Client Partner · Design
06 / Win, Keep, & Expand Clients
Marketing that helps drive client value and retention
RFP responses, employer, health plan and broker campaigns, and pipeline attribution in Salesforce. At Carrum, I also built contract amendments for new clients and renewals to automate marketing permissions with proven ROI and value-added strategies and structure replaced one-off client marketing asks.
90% client adoption of automated marketing plans
How
- RFP responses
- Employer, health plan and broker campaigns
- Pipeline attribution in Salesforce
Built with
Sales · Client Success · Finance
