Ashleigh Emerick
SF Bay Area
Summary
Results-driven marketing leader with a proven track record of enhancing user engagement and retention across diverse industries, including subscription-based models. Skilled in developing innovative content strategies and lifecycle marketing initiatives, leveraging multi-channel marketing and CRM/email engagement to drive meaningful connections. Adept at building strategic partnerships and utilizing analytics to inform decision-making and optimize marketing performance.
Overview
25
25
years of professional experience
Work History
Sr. Director Marketing
Oscar Health Insurance
03.2023 - Current
- Strategically develop and execute comprehensive annual and quarterly marketing plans tailored for subscribers and specific conditions, resulting in over 50% increase in engagement and 10% improvement in campaign effectiveness.
- Achieved a 25% increase in Per Member Per Month (PMPM) metrics by consistently meeting or exceeding annual goals through targeted retention and renewal strategies, including driving increased self-service tool usage and ER diversion strategies.
- Built and strengthened partnerships with Product, Clinical, and Data Science teams to co-develop marketing plans, ensuring alignment on strategy, KPIs, and timelines, resulting in streamlined and more targeted campaigns
- Created an agile working environment, enabling rapid responses to evolving business needs, which resulted in 600% faster campaign delivery during Open Enrollment without impact to campaign quality.
- Re-envisioned existing team to foster work culture of collaboration and inclusion to increase morale and reduce turnover through multiple organizational restructures.
Director of User Engagement and Content
Castlight Health
09.2018 - 01.2023
- Responsible for content and campaigns to drive user acquisition, product utilization, and clinical outcomes across all direct-to-consumer channels
- Led team of 5 digital and content strategists; built SFMC development team of 8 in-house, resulting in $1M annual savings in agency fees
- Developed key partnerships with product managers, clinical experts, UX designers, and analytics team to ensure consistent user experience and clinical accuracy to meet shared KPIs
- Collaborated with customer-facing teams to develop and execute customer-specific strategies to drive program utilization, clinical gap closures, and overall wellbeing engagement
- Spearheaded development of scalable, automated lifecycle marketing program allowing for addition of over 1 million new lives across 5 health plans
- Developed and tested patient-centered improvements to clinical campaigns program resulting in 142% increase in high-touch clinician engagement YoY and 15%-20% improvement in closing care gaps YoY
- Led first consumer-focused SEO strategy inclusive of necessary site architecture changes and content category development
- Directed development and execution of first social determinants of health pilot, designed to provide assistance and access to disenfranchised populations, resulting in million dollar upsell
- Championed multi-channel attribution to organization and collaborated with analytics to develop Tableau dashboards to measure channel impact and ROI
- Established quarterly team goals and KPIs, negotiating with key product and engineering leaders to secure resources
Director of Product Marketing & Email
Bold
03.2012 - 09.2018
- Drove 38% YoY email subscription growth through strategy and technical enhancements
- Increased SEO revenue by 100% in one year
- Directed and led overhaul of internal communication strategy and tech stack to drive conversion and retention
- Drove strategic initiative to improve online reputation, resulting in 3-star increase on prominent review site
- Oversaw delivery of marketing initiatives across online and social media campaigns, SEO/SEM programs, and B2B website
- Led Product Marketing to launch BOLD's first B2B product; Product name, Market Fit, Positioning, Visual Identity, Beta Recruitment
- Led multiple teams during massive growth period including Email, Product Marketing, SEO, Customer Service, and Marketing Design
Sr. Marketing Manager, Email
Murad Skincare
04.2010 - 03.2012
- Utilized knowledge of online strategies such as search engine marketing, product listings and affiliate marketing to maximize campaign results
- Leveraged data insights from surveys, previous campaigns and market research to develop targeted marketing initiatives
- Increased email revenue by $12 million YoY
Product Manager, Email
MyLife
04.2009 - 04.2010
Director of Marketing
Military.com/Monster Worldwide
04.2000 - 02.2007
Education
Bachelor of Arts - Political Science
University of California - Los Angeles
Los Angeles, CASkills
- CRM / Email Engagement
- HIPAA-compliant Marketing Strategy
- Growth Marketing
- A/B Testing and Optimization
- Subscription Business Models
- Multi-channel Marketing
- Content Strategy
- Team Building
- Culture transformation
- Collaborative leadership
Additional Information
Advisor to the Marketing Committee, SF Community Music Center 2018-present
Timeline
Sr. Director Marketing
Oscar Health Insurance
03.2023 - Current
Director of User Engagement and Content
Castlight Health
09.2018 - 01.2023
Director of Product Marketing & Email
Bold
03.2012 - 09.2018
Sr. Marketing Manager, Email
Murad Skincare
04.2010 - 03.2012
Product Manager, Email
MyLife
04.2009 - 04.2010
Director of Marketing
Military.com/Monster Worldwide
04.2000 - 02.2007
Bachelor of Arts - Political Science
University of California - Los Angeles
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