CANDICE CUSHMAN
Port Charlotte
Summary
Customer-focused professional with successful 20-year career in product marketing with deep experience in the health care, financial services, CPG and senior living sectors. Proactive, results-driven leader with a strategic mindset, strong communication skills and comfortable in dynamic, entrepreneurial settings.
Overview
19
19
years of professional experience
Work History
Product Launch Manager
Safa Goods, LLC
09.2023 - Current
- Develop and oversee the implementation of product launch and strategic marketing plans.
- Serve as liaison between manufacturers, account management, sales and legal teams to ensure timely and effective market entry.
- Manage trademark and intellectual property matters, brand assets, marketing budget, regulatory and competitive assessments.
- Oversee, direct and implement all facets of trade show events as well as brand ambassador campaigns.
Strategic Marketing Manager
PayFlex, A CVS Health Company
01.2017 - 09.2023
- Marketing lead and brand manager supporting National sales team with standalone and integrated health care marketing strategies and sales enablement for PayFlex health care account portfolio.
- Developed business case resulting in 4x increase to annual marketing budget.
- Directed agencies and creative resources, ensuring on-strategy execution and seamless integration of messaging across multiple channels.
- Monitored competitors' activities to identify opportunities for differentiation, arming sales with a competitive edge in the market.
- Increased brand visibility by implementing strategic marketing campaigns across various advertising channels.
- Developed successful marketing strategies for product launches, increasing sales towards revenue targets.
- Recipient of multiple awards from PayFlex senior leaders and CEO for contributions to business goals.
Account Director
Bluespire Senior Living
01.2016 - 01.2017
- Responsible for leading and mentoring account management team at full-service digital marketing agency specialized in the senior living healthcare industry.
- Quickly recognized for relationship-building skills and assigned highest profile, at-risk accounts.
- Successfully retained $2M portfolio while improving client satisfaction.
Assistant Director, HR Communications
The Hartford
01.2015 - 01.2016
- Communications lead and consultative partner to HR leadership in support of company's health and well-being strategy.
- Responsible for developing effective employee communication strategies and executing campaigns that leverage limited communication channels.
- Launched sleep improvement program that exceeded participation and enrollment goals by 62 percent.
Marketing Manager
Aetna National Accounts & Product Marketing
01.2011 - 01.2015
- Provided strategic marketing support and executed resourceful go-to-market plans with limited marketing budgets in support of a $54M wellness portfolio.
- Created effective customer testimonial videos featured in Aetna's annual report.
- Developed targeted marketing verticals based on data analysis, enabling segment sales team to sell more effectively with segmentation and customized marketing collateral.
Product Marketing Manager
Aetna Cross-Product & Voluntary Marketing
01.2009 - 01.2011
- Promoted from Mar-Comm Account Manager to Marketing Manager with responsibilities across Aetna Consumer Fund Services, Aetna Benefits Advisor (ABA) member marketing program and Aetna Voluntary.
- Ran marketing campaigns targeting large national customers resulting in 300% increase in ABA case volume over pilot activity.
- Received accolades from satisfied members with 77% of respondents indicating they were more likely to purchase from Aetna.
Communications Manager
Aetna Pharmacy Management
01.2005 - 01.2009
- Responsible for development and maintenance of four Aetna Pharmacy websites
- Developed secure web portal for pharmacists, reducing production costs by $130k in first year
- Launched mail-order member website to improve self-service online refill and renewal capabilities
- Successfully managed Annual Notice of Change formulary mailing to over 4M members, plan sponsors, and pharmacists.
Education
Bachelor of Science - Business/Marketing
University of Phoenix
Certification - Paralegal Studies
Morse School of Business
Skills
- Team Leadership
- Executive Communications
- Problem-Solving
- Strategic Planning
- Cross-Functional Teamwork
- Project Management
Timeline
Product Launch Manager
Safa Goods, LLC
09.2023 - Current
Strategic Marketing Manager
PayFlex, A CVS Health Company
01.2017 - 09.2023
Account Director
Bluespire Senior Living
01.2016 - 01.2017
Assistant Director, HR Communications
The Hartford
01.2015 - 01.2016
Marketing Manager
Aetna National Accounts & Product Marketing
01.2011 - 01.2015
Product Marketing Manager
Aetna Cross-Product & Voluntary Marketing
01.2009 - 01.2011
Communications Manager
Aetna Pharmacy Management
01.2005 - 01.2009
Bachelor of Science - Business/Marketing
University of Phoenix
Certification - Paralegal Studies
Morse School of Business
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