ALISA R. JAMES
Pittsburgh,PA
Summary
Dynamic Senior Marketing Director with a proven track record at Optum Health, excelling in strategic brand development and campaign optimization. Leveraging data-driven decision-making and effective communication, I achieved over positive ROI through innovative media strategies, driving significant brand visibility and engagement across diverse channels.
Overview
33
33
years of professional experience
Work History
Senior Marketing Director, Optum Behavioral Care
Optum Health
02.2024 - Current
- Leading through integration of legacy Refresh Mental Health and AbleTo marketing teams
- Right-sizing spend/aligning resources to value creation, driving high-intent actions and visit volume
- Building best-in-class marketing infrastructure: paid media optimization in always-on search and quarterly seasonal Meta campaigns, social care and reputation management, website modernization
Senior Marketing Director, Optum Everycare
Optum Health
09.2016 - 02.2024
- Oversaw multi-million-dollar media budget, optimizing allocation across 30+ media markets for 150 centers to maximize outreach
- Achieved > 4X ROI and 10-12% contribution margin through targeted optimization and innovative tool implementation
- Developed message strategy and executed campaigns across paid and owned channels, enhancing brand visibility for Optum Everycare/MedExpress
Account Director
Moxie
Pittsburgh, PA
09.2012 - 08.2016
- Accounts: Nestle Coffee-Mate Natural Bliss, Cox Media Group, Even Hotels, Ainsworth Pet Nutrition/Rachael Ray Nutrish, Piada Italian Street Food, The Childrens Institute of Pittsburgh
- Directed annual communications and marketing planning and product launches to align with strategic business objectives
- Managed branding, digital, social, and content creation marketing efforts to enhance brand visibility and engagement
Account Supervisor
Big Picture Communications
Pittsburgh, PA
05.2010 - 08.2012
- Accounts: Range Resources, Womens Center & Shelter of Greater Pittsburgh
- Led research, account planning, creative strategy, and tactical implementation of multi-media MyRangeResources.com campaign; increased consumer awareness significantly
- Spearheaded brand campaign to enhance development efforts for WC&S
Account Supervisor
Brunner
Pittsburgh, PA
08.2006 - 04.2010
- Accounts: MTD/Cub Cadet; GlaxoSmithKline OTC Consumer Health brands: Abreva, FiberChoice, TUMS; Giant Eagle brands: Market District, Own Brands (private label); Beazer Homes, Heinz Soups
- Managed digital marketing efforts, including website design, content creation, usability testing, SEO, online promotion, and CRM, to enhance online presence and drive engagement
- Executed market outreach program for Cub Cadet Commercial, successfully generating sales leads in key markets through strategic planning and presentation
- Positioned new brand of compact utility tractors (Cub Cadet Yanmar) for launch, ensuring alignment with market needs and brand objectives
Account Supervisor
MARC USA
Pittsburgh, PA
03.2004 - 08.2006
- Accounts: Mohawk Industries, Pittsburgh Zoo & PPG Aquarium
- Managed integrated brand campaign across print, online marketing, public relations, and promotion for Mohawk, enhancing brand visibility and engagement
- Developed brand architecture strategy recommendation, providing framework for new logo development for Mohawk's carpet sub-brands
Management Supervisor
MARC USA
01.2003 - 12.2003
- Accounts: GE Lighting, Mead, Procter & Gamble (Rite Aid account)
- Supervised idea generation and execution of P&G health and beauty and pharmacy offers to enhance product visibility and sales performance
- Managed team of 12 employees and developed financial model to support budgeting and resource allocation
Senior Account Supervisor
MARC USA
04.2002 - 01.2003
- Accounts: GE Lighting, Mead
- Created and implemented account-specific marketing programs for in-store merchandising across retail channels including Target, Wal-Mart, and Lowes
Account Supervisor
MARC USA
03.2000 - 03.2002
- Accounts: UPMC Health System, UPMC Health Plan, Magee-Womens Hospital
- Coordinated brand and clinical services campaigns for UPMC Health System/Magee-Womens Hospital
Senior Account Executive
MARC USA
02.1999 - 02.2000
- Accounts: FirstMerit Bank, Bryant Heating & Cooling, Weatherwise
Account Executive
Greenberg, Seronick, OLeary & Partners
Boston, MA
06.1998 - 01.1999
- Accounts: Cambridge Savings Bank, Holmes Products
Account Executive
Pagano, Schenck & Kay
Boston, MA
06.1996 - 05.1998
- Accounts: Dexter Shoe Company, Webster Bank
Account Executive
Austin Knight
Boston, MA
03.1995 - 06.1996
Account Coordinator
Austin Knight
12.1993 - 03.1995
Freelancer, Public Relations
Mullen
Wenham, MA
06.1993 - 11.1993
Education
Bachelor of Science - Psychology, Minor in Spanish
Union College
Schenectady, NY06-1993
Skills
- Integrated marketing strategies
- Campaign measurement
- Marketing analytics
- Data-driven decisions
- Brand strategy
- Message optimization
- Brand development
- Cross-functional collaboration
- Communication strategies
- Interpersonal skills
Timeline
Senior Marketing Director, Optum Behavioral Care
Optum Health
02.2024 - Current
Senior Marketing Director, Optum Everycare
Optum Health
09.2016 - 02.2024
Account Director
Moxie
09.2012 - 08.2016
Account Supervisor
Big Picture Communications
05.2010 - 08.2012
Account Supervisor
Brunner
08.2006 - 04.2010
Account Supervisor
MARC USA
03.2004 - 08.2006
Management Supervisor
MARC USA
01.2003 - 12.2003
Senior Account Supervisor
MARC USA
04.2002 - 01.2003
Account Supervisor
MARC USA
03.2000 - 03.2002
Senior Account Executive
MARC USA
02.1999 - 02.2000
Account Executive
Greenberg, Seronick, OLeary & Partners
06.1998 - 01.1999
Account Executive
Pagano, Schenck & Kay
06.1996 - 05.1998
Account Executive
Austin Knight
03.1995 - 06.1996
Account Coordinator
Austin Knight
12.1993 - 03.1995
Freelancer, Public Relations
Mullen
06.1993 - 11.1993
Bachelor of Science - Psychology, Minor in Spanish
Union College