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MOVING MEMBERS TO ACTION, AND REVENUE WITH THEM

Annie
Furlong.

VP Marketing · Consumer, B2B2C & Lifecycle Growth · Health Tech & Employer Benefits

Annie Furlong

Nearly 20 years in health tech and 10 in employer benefits, focused on the part of the funnel most marketers hand off: getting people from sign-up to actually using the benefit, and back again when they drift. Most recently VP of Growth and Consumer Marketing at Carrum Health, where I led a team of 12 as the company grew from $40M+ to $110M+ ARR and took marketing past registration into activation, care-team conversations and re-engagement. Previously Guild, Cleo and Advisory Board Company, and founder of the B²C Collective.

01 · Smarter Targeting
12x

conversion from claims-based targeting vs. broad eligibility campaigns at Carrum

02 · Utilization Growth
+62% / +85%

YoY member adoption and utilization at Carrum (Y1 / Y2)

03 · Win-Back
~25%

of inactive, closed-case members brought back to active care at Carrum

01

The whole journey.

From first impression to lasting loyalty

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

See it in my experience →

How

  • — B2B2C client launch playbooks
  • — Benefits positioning & messaging
  • — Multi-channel employee campaigns

Built with

  • Partner Vendors
  • Client Success
  • Member Operations
  • Product

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

02

Experience.

The work behind the numbers
All · 41Marketing Strategy · 22Lifecycle & Activation · 15AI-Native · 3Org & Process · 11People Leadership · 9

The systems, processes and cross-functional structures that let marketing scale.

  1. B²C Collective & Furlong Consulting

    Dec 2023 – Present

    Fractional Marketing Executive, Furlong Consulting LLC

    • Fractional marketing leadership, advisory and fixed-scope projects for member and consumer growth, lifecycle, content strategy and org design

  2. Carrum Health

    Sep 2023 – May 2026

    VP, Growth and Consumer Marketing

    Tieredclient service model
    • Grew the consumer marketing team to 12 and set up a tiered client servicing model: dedicated support for larger clients, self-serve tools and automated campaigns below that threshold
    • Built working relationships across Product, Data Science, Commercial and Member Operations to set strategy and value propositions.
    • Owned budget planning and built monthly CAC reporting and multi-touch attribution from scratch

  3. Cleo

    Jan 2021 – Sep 2023

    Senior Director and Head of Marketing

    • Expanded from enrollment marketing to leading all of marketing, taking on member content within six months and B2B within a year, as Cleo grew from $14M to ~$100M ARR
    • Partnered with Sales, GTM Strategy and Commercial to keep messaging and positioning aligned.

    Director, Member Marketing

    • Built best practices from member insights and rewrote the care team's opening conversation scripts so members heard one consistent brand voice and value proposition
    • Led enrollment and engagement marketing with automation, campaigns and data-driven testing.

  4. Guild Education

    Feb 2018 – Jan 2021

    Director, Partner Marketing

  5. AdvaMed

    Apr 2015 – Jul 2017

    Director, Marketing & Events

    • Owned brand strategy, operations, digital marketing and budget for Events & Education ($2.2M annual revenue), growing the business line 14.4% in two years

  6. Advisory Board Company

    Jun 2008 – Apr 2015

    Associate Director, Strategic Marketing

    • Ran health system executive summits and improved processes across product development, account management and sales

    Associate Director of Strategy & Operations; Senior Manager & Chief of Staff, Account Management

    120-persondept
    • Managed budget, training, staffing and process improvement for a 120-person department, and developed 13 associate-level staff

B²C Collective & Furlong Consulting Dec 2023 – Present

Co-Founder & CEO, B²C Collective

  • Created a community of B2B2C marketers who share challenges, benchmarks and best practices
  • Built a library of resources and playbooks for companies and marketers in the B2B2C space
  • Built and launched a paid membership, using AI to turn monthly community conversations into playbooks, articles and decks

Fractional Marketing Executive, Furlong Consulting LLC

  • Fractional marketing leadership, advisory and fixed-scope projects for member and consumer growth, lifecycle, content strategy and org design
  • Clients include Color Health, Onsera Health, Beyond Fertility, American Telemedicine Association, Apostrophe Health, and others
  • Create brand guidelines and frameworks to create comprehensive marketing assets and email designs + code for deployment using Figma, Claude, and Braze
  • Build AI agents and automation for marketing operations, content creation and data tracking

Carrum Health Sep 2023 – May 2026

VP, Growth and Consumer Marketing

  • Owned the full member journey across B2B2C and B2C, from awareness and enrollment through activation, utilization and re-engagement, as Carrum grew from $40M+ to $110M+ ARR
  • Grew member adoption and utilization 62% YoY in year one and 85% in year two
  • Took marketing past registration for the first time, lifting registration-to-transaction from 5.1% to 6.8% in year one
  • Built re-engagement campaigns for members whose cases had closed for inactivity, bringing about 25% back as active patients
  • Launched claims-based targeting that converted 12x better than broad eligibility campaigns, then rebuilt its content to more than double transactions from that group while cutting campaign costs 15%
  • Grew the consumer marketing team to 12 and set up a tiered client servicing model: dedicated support for larger clients, self-serve tools and automated campaigns below that threshold
  • Redesigned the enrollment flow with Product to capture consent in as few clicks as possible, and rebuilt client landing pages around a simpler value proposition, lifting enrollment conversion 33%
  • Owned budget planning and built monthly CAC reporting and multi-touch attribution from scratch

Cleo Jan 2021 – Sep 2023

Senior Director and Head of Marketing

  • Expanded from enrollment marketing to leading all of marketing, taking on member content within six months and B2B within a year, as Cleo grew from $14M to ~$100M ARR
  • Led a team of 8 across B2B, B2B2C and B2C marketing, external communications and PR
  • Repositioned Cleo from a new-parent benefit to a multi-product line caregiving platform, with product marketing per line and a bundle story on top
  • Positioned related parenting and caregiving benefits from each employer's lineup inside the Cleo app, and trained the care team to refer members to them

Director, Member Marketing

  • Grew enrollment 11% in year one across the book of business and set company records for both activation and enrollment
  • Built best practices from member insights and rewrote the care team's opening conversation scripts so members heard one consistent brand voice and value proposition

Guild Education Feb 2018 – Jan 2021

Director, Partner Marketing

  • Took ~200K eligible Disney Cast Members from awareness to use: 54% created an account and 30% enrolled in a program within two years
  • Co-designed a graduation box with Disney for every Cast Member who finished a program, built to be shared inside the company and on social
  • Redesigned the enrollment flow with Product to cut questions and clicks and capture consent for follow-up early
  • Created and ran engagement campaigns reaching employees at Walmart, Disney, PepsiCo and Lowe's
  • Managed a team of marketing managers supporting Discover, PepsiCo, Taco Bell, Chipotle and DaVita

AdvaMed Apr 2015 – Jul 2017

Director, Marketing & Events

  • Owned brand strategy, operations, digital marketing and budget for Events & Education ($2.2M annual revenue), growing the business line 14.4% in two years
  • Led a team of 3 across email, digital, social, SEM, SEO and marketing analytics
  • Managed Associate Member relationships, leading to a 128% annual renewal rate

Advisory Board Company Jun 2008 – Apr 2015

Associate Director, Strategic Marketing

  • Led business and marketing strategy for C-suite engagement with the firm's largest health system accounts
  • Ran health system executive summits and improved processes across product development, account management and sales

Associate Director of Strategy & Operations; Senior Manager & Chief of Staff, Account Management

  • Managed budget, training, staffing and process improvement for a 120-person department, and developed 13 associate-level staff
03

How I lead.

04

Education.

05

Writing & talks.

Where I think out loud