Heidi McGlinnen

• Develop and execute marketing and communications plans with eleven direct reports to achieve financial and membership growth and retention objectives

• Manage internal communications team (and systems infrastructure) to create and process internal and external marketing and communications requests, efficiently fulfilling multiple departments’ needs for sales, marketing, and internal campaign collateral

• Manage $6M marketing budget to increase enrollment and brand recognition across all digital and traditional platforms including social media, print, digital applications, website and direct mail

• Develop and execute multi-year Medicaid growth and retention strategy resulting in industry’s highest retention rate and exceeded annual enrollment targets in Medicaid and commercial lines of business

• Played pivotal leadership in securing multimillion-dollar Medicaid health insurance contract by expertly compiling company’s capabilities, experiences, and talent resources into cohesive, winning proposal response

• Champion member experience strategy across the organization resulting in increases from 50th to 90th percentile ranking for national customer services assessment (CAHPS) rating of health plan.

• Launched strategic partnerships with five physician groups to increase health plan membership by 10% in 2022

• Implemented print to digital communications across all products yielding $1.5M savings in 2022

• Led cross-functional teams to ensure seamless execution of comprehensive PR strategies.
• Oversaw agency selection process, identifying the best partners to support unique needs of each business unit.
• Secured high-profile media coverage for clients through targeted outreach and relationship building.
• Developed compelling press materials that generated significant media interest and coverage.
• Successfully developed and implemented standardized branding for multiple merged subsidiaries, creating centralized, aligned team moving forward with one unified voice and with consistent processes.
• Developed marketing collateral, internal and external communications for multiple state health plan markets
• Conducted comprehensive media analysis to inform data-driven decision-making for PR campaigns.

• Guided marketing and sales teams in understanding the target audience better with detailed segmentation analysis.
• Strengthened brand positioning by identifying gaps in the competitive landscape through thorough assessments.
• Collaborated with sales and marketing teams to develop targeted campaigns based on research findings.
• Analyzed consumer behavior to identify emerging trends and optimize marketing strategies.