Christine Meehan
Olathe,KS
Summary
A results-driven leader with a proven track record in strategic planning, marketing, and campaign execution. A professional with diverse expertise driving cost-saving initiatives, optimizing marketing programs, and leading cross-functional teams resulting in driving business growth. Strong interpersonal and communication skills with a passion for brand-building, partnerships, and people. Dynamic professional oversees every facet of production with strong project management and decision-making skills. Experienced champion of programs from vision and strategy through execution and measurement. Skilled at coordinating production plans and personnel resources to complete work under tight deadlines.
Overview
15
15
years of professional experience
Work History
Strategic Marketing and Planning Director
Aetna
07.2021 - 12.2023
- Pioneered and led market strategic planning initiatives developing the framework for local market community engagement and volunteerism improving net promoter scores and was adopted as a best practice across the enterprise
- Orchestrated and executed integrated brand value proposition work supporting the territory strategy and propelling growth objectives in tandem with gaining approval from local market leaders
- Devised and implemented comprehensive strategic marketing engagement plans for local markets, ensuring seamless communication strategies and impactful product launches, directly contributing to demand creation and capture efforts
- Spearheaded leadership management processes, fostering efficiencies, engagement, and collaboration among territory leaders and across diverse lines of business.
Director of Marketing
Aetna
05.2019 - 07.2021
- Crafted and executed a dynamic small group business segment marketing plan driving buy-in by leadership and effectively advancing growth objectives
- Pioneered an impactful employer member engagement (B2B2C) program, boosting benefit engagement by over 45%, benefit engagement, demonstrating a commitment to product utilization and customer retention
- The campaign was successful and scaled to an enterprise-wide customer lifecycle retention campaign
- Directed the development and launch of small group segment annual product update, steering messaging strategy, communication rollout plans, and execution to resonate with target segment and drive demand capture
- Formulated a comprehensive communication and channel distribution strategy for producer partner communication and channel distribution strategy.
Strategic Marketing Manager
Aetna
05.2017 - 05.2019
- Formulated integrated national and local commercial marketing campaigns, aligning acquisition, retention, and targeted segment strategies with overarching business goals
- Initiated a Thought Leadership speaker series program on a national platform, streamlining local market adoption through toolkit development emphasizing strategic alignment and forward-thinking solutions
- Engineered enterprise level strategies tailored to specific segments driving comprehensive 360 market campaign planning for targeted local markets.
Field Marketing Manager
Aetna
12.2014 - 05.2017
- Developed and executed annual strategic marketing plans for regional territories securing approvals from regional and corporate leadership
- Provided quarterly reports to regional leadership measuring against annual marketing goals and objectives
- Customized go-to-market strategies for sales presentations in local markets, ensuring alignment with regional objectives
- Orchestrated acquisition, retention, and targeted segment commercial marketing campaigns
- Managed sponsorships and events including a major golf tournament amplifying brand awareness by 23% through unique and trackable engagement activities.
Marketing Manager Consumer Acquisition
Sprint Nextel
04.2012 - 12.2014
- Engineered and managed a consumer-integrated multichannel referral program, achieving over 6.4MM impressions, 3.1MM site visits and 310K referrals, showcasing an ability to drive engagement and demand creation
- Formulated and executed targeted multichannel acquisition programs including segmentation initiatives and network relaunch strategies
- Led cross-functional teams to oversee ongoing acquisition programs ensuring measurement objectives were in place to ascertain scalability.
Marketing Manager Retention
Sprint Nextel
01.2005 - 03.2012
- Directed cross-functional teams to implement targeted marketing campaigns, contributing to test and learn programs that increased customer retention
- Pioneered the first social media lead generation campaign, culminating in the establishment of a centralized enterprise-wide social media team
- Engineered and managed customer retention rewards program generating over 23% increased engagement
- Amplified community retention through a social media Forum and increased activity by over 146%, resulting in the first Employee Nominating Customer reward program.
Independent Marketing Consultant
Self-employed
12.1996 - 01.2005
- Clients included: Birch Telecom, Sprint Consumer Services Group, Emerging Markets, Sprint ION Product Suite, Sprint Wholesale, Sprint Internet Passport
- Orchestrated the strategy and tactical communication plans for The Birch SmartSelling System, elevating awareness and fostering acceptance among the sales force
- Led all marketing aspects for the development of a Web-based user interface for the consumer broadband product suite
- Led and project-managed development of an interactive demo to promote and increase sales in retail channels
- Served as Acting Group Manager for Marketing Communications department, overseeing a substantial advertising and promotions budget
- Planned, evangelized, and executed strategic, integrated marketing communications plan to support and achieve measured business objectives
- Managed the team
- Directed loyalty/retention and upsell/cross-sell programs throughout the customer lifecycle, managing web-site redesign and third-party partnerships
- Served as marketing point person on alliance transition team and managed all customer communications during sale and transfer of current customers to new internet platform.
Education
MBA - Strategic/Entrepreneurial Management
University of Maryland
BA - Marketing
Ohio University
Skills
- Campaign Strategy and Management
- Field Marketing Strategies and Plans
- Digital and Direct Marketing
- Business Strategic Planning
- Project Management
- Strategies and Goals
- Creativity and Innovation
- Cross-functional Team Leadership
- Forecasting and Budget Management
- Market Analysis and Measurement
Affiliations
- American Marketing Association
- Flying Scot Sailing Association
- ATA Taekwondo Association
Timeline
Strategic Marketing and Planning Director
Aetna
07.2021 - 12.2023
Director of Marketing
Aetna
05.2019 - 07.2021
Strategic Marketing Manager
Aetna
05.2017 - 05.2019
Field Marketing Manager
Aetna
12.2014 - 05.2017
Marketing Manager Consumer Acquisition
Sprint Nextel
04.2012 - 12.2014
Marketing Manager Retention
Sprint Nextel
01.2005 - 03.2012
Independent Marketing Consultant
Self-employed
12.1996 - 01.2005
MBA - Strategic/Entrepreneurial Management
University of Maryland
BA - Marketing
Ohio University
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