Lindsay Hynes
Strategic Marketing Manager
Seattle,WA
Summary
Experienced growth and retention marketer, project manager, solution-focused collaborator, and team manager. Adept at developing and executing multi-platform go-to-market campaigns as well as building relationships with clients and internal teams in order to achieve results. Driven, decisive, and energized by fast-paced environments, with an emphasis on communication, accountability, and strategic thinking.
Overview
15
15
years of professional experience
4
4
years of post-secondary education
1
1
Certificate
Work History
Strategic Marketing Manager
Premera Blue Cross
Mountlake Terrace, WA
12.2018 - Current
- Lead go-to-market advertising strategy, planning, scheduling, and implementation for two annual campaigns across Medicare products, managing a budget of $3.9MM.
- Facilitate collaboration between sales and product development teams, marketing agency, and data partner to create targeted, multi-channel campaigns to achieve sales lead goals, beating lead goal by 5% and CPL goal by 11% in 2021.
- Work with sales, product development, and member experience teams to align marketing campaigns and activities to achieve corporate goal of a 4 Star rating for our Medicare Advantage plans for 2022, resulting in higher revenues and reimbursement rates.
- Develop and execute improved multi-channel, multi-touch retention campaign, resulting in Premera's highest Medicare retention rate of 95%, beating plan termination goal by 36%, and total membership goal by 48% in 2021.
- Utilize strategic mix of direct mail, email, TV, SEM, social, digital, OOH, and newspaper to create surround sound campaigns that drive enrollments through broker, sales team, online, and call center channels.
- Improved campaign reporting structure and cadence, bridging internal and external reporting to track performance, gain insights, optimize to goal, and easily share with leadership team.
- Develop test campaigns targeting Premera employees and customers turning 65 to transition them to Medicare without leaving Premera through collaboration with sales, HR, and marketing agency.
- Work with creative, web, and member experience teams to create a more engaging member experience, including explainer video series, relaunching websites for increased usability, redesigning the newsletter and blog, and creating an annual content calendar to support ongoing cross-departmental strategic initiatives.
- Implemented and monitor ongoing member surveys to gather real-time, actionable data to improve enrollment process and member satisfaction.
- Spearheaded the founding of a Medicare member advisory council to create a mechanism for direct feedback, testing, and creating community ambassadors.
Communications & Marketing Manager
Health Alliance Medical Plans
Urbana, IL
06.2015 - 12.2018
- Managed team responsible for all marketing and member materials for Medicare products across seven separate markets in five states (IL, IA, IN, OH, WA).
- Managed relationship with direct marketing agency to strategize, develop, and implement campaigns, managing an overall campaign budget of $2.5MM+.
- Utilized mix of direct mail, direct response TV, print, radio, digital and out of home, focusing on rural, local, and grassroots messaging, to drive member acquisition and retention.
- Managed relationships and RFP processes with multiple print, fulfillment, and translation vendors to achieve cost savings, streamline production, and guarantee timely delivery of materials, managing an overall budget of $1MM - $1.5MM.
- Managed relationships with provider partner marketing teams to ensure use of the most effective co-branding, relevant messaging and tactics, and obtain buy-in from provider offices and hospital partners.
- Worked collaboratively to provide support for sales and member services teams, in order to reach yearly enrollment, retention, and member satisfaction goals.
- Proactively delivered ideas and solutions to sales team to address or overcome potential market disruptions, changing target demographic behaviors, and changes in regulatory guidelines.
- Worked within regulatory guidelines to ensure compliance across all marketing and member materials.
Project Coordinator
Health Alliance Medical Plans
Urbana, IL
11.2014 - 05.2015
- Project manager for all communications and marketing needs for four internal clients.
- Managed all aspects of member marketing, retention, and education materials, including fliers, brochures, newsletters, social media, website content, blogs, digital newsletters, and event promotion.
- Worked with copywriters, designers, digital media team, and print production to create and manage project timelines to ensure successful and timely delivery.
Account Executive/Sr. Planner
AT&T AdWorks
Chicago, IL
05.2013 - 12.2013
- Supported three account executives representing online and mobile ad networks with a combined goal of $8MM.
- Worked with and capitalized on existing relationships with 30+ media agencies to create new book of business.
- Developed and presented cross-platform media solutions utilizing data targeting based on specific campaign requests and objectives.
- Worked with senior management to create and implement more effective, streamlined procedures for planners across all offices nationally.
Account Executive
WildTangent Media
Chicago, IL
10.2012 - 05.2013
- Represented a cross-platform network of PC, mobile, and social gaming opportunities within the gaming and entertainment category.
- Responsible for a newly-created account executive position with a $750k revenue goal within an exploratory territory.
- Leveraged existing contacts and relationships to gain meetings with agencies and advertisers new to WildTangent.
- Prepared and presented custom cross-platform programs that met clients’ strategic objectives through demo, behavioral, and channel targeting, custom integrations, and video.
Sales Planner/Account Manager
Scripps Networks Interactive Inc.
Chicago, IL
07.2010 - 10.2012
- Represented 10+ websites in addition to social, mobile, and video opportunities across lifestyle categories.
- Helped maintain and grow existing accounts directly contributing to account executive goal of $6MM.
- Initiated and assisted in new business development opportunities creating $1.3MM in new revenue.
- Managed RFP process through collaboration with marketing, research, pricing and planning, inventory, creative services, production, and TV and print sales teams.
- Managed internal and external expectations between clients and in-house marketing, creative services, and production teams.
Sales Assistant
Scripps Networks Interactive Inc.
Chicago, IL
04.2008 - 07.2010
- Managed post-sale process for 200+ campaigns yearly while developing strong relationships with agency and client contacts.
- Input contracts and maintained campaign performance through reporting and optimizing for business valuing $5MM to $6MM annually.
- Requested and implemented creative/tracking tags from clients using third party vendors.
- Created weekly performance reports for advertisers and worked with marketing and research teams to create campaign recap decks.
- Developed competitive marketplace presentations for sales team.
Education
Bachelor of Arts - English Literature
Quincy University
Quincy, IL 08.2003 - 05.2005
Certification
Digital Marketing, General Assembly
Timeline
Digital Marketing, General Assembly
05-2021
Strategic Marketing Manager
Premera Blue Cross
12.2018 - Current
Communications & Marketing Manager
Health Alliance Medical Plans
06.2015 - 12.2018
Project Coordinator
Health Alliance Medical Plans
11.2014 - 05.2015
Account Executive/Sr. Planner
AT&T AdWorks
05.2013 - 12.2013
Account Executive
WildTangent Media
10.2012 - 05.2013
Sales Planner/Account Manager
Scripps Networks Interactive Inc.
07.2010 - 10.2012
Sales Assistant
Scripps Networks Interactive Inc.
04.2008 - 07.2010
Bachelor of Arts - English Literature
Quincy University
08.2003 - 05.2005
Conference Presentations
"Marketing Medicare During COVID Trauma," RISE 2021 Medicare Marketing & Sales Summit, February 2021
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