Hi, I’m
Melanie Draheim
Vice President of Marketing
Appleton,WI
Summary
Recognized health care marketing executive with 15 years of experience in marketing strategy, brand management, digital marketing and leadership. Accomplished at executing multichannel campaigns and integrated messaging driving brand awareness, customer acquisition, engagement and growth. I’m passionate about bringing innovative ideas to life to improve performance.
Overview
15
years of professional experience
Work History
Network HealthMenasha, WI
Vice President of Marketing and Strategy
01.2021 - Current
Job overview
- Promoted to lead enterprise-wide strategic planning efforts, visioning and product development, in addition to marketing responsibilities.
- Led highest Medicare Advantage growth and lead generation Network Health has seen in over five years, exceeding corporate goals.
- Achieved 10+ years of Medicare member retention over 90% (currently 99%).
Network HealthMenasha, WI
Director of Marketing and Individual Sales
02.2020 - 01.2021
Job overview
- Promoted to lead Network Health’s Medicare and individual sales functions and growth strategies, in addition to director of marketing responsibilities.
- Increased YOY lead generation, conversion rates and Medicare sales.
Network HealthMenasha, WI
Director of Marketing
01.2015 - 02.2020
Job overview
- Promoted to lead Network Health’s marketing strategy, brand management, lead generation, market research and day-to-day marketing and communication operations for marketing department and all product lines.
- Achieved YOY increases in marketing lead generation and conversion rates.
- Managed multimillion-dollar budget and reduced printing, fulfillment and postage spend by over $1M.
- Led multi-year project to rebuild member and provider portals and implement member communication preferences, increasing member portal engagement 33%.
- Managed customer email campaigns consistently exceeding 50% open rates.
- Directed efforts to build Salesforce lead management flows and tracking in collaboration with sales, information technology and third-party vendors.
- Led marketing team engagement exceeding company employee engagement average.
Network Health Menasha, WI
Consumer Marketing Manager
12.2013 - 01.2015
Job overview
- Promoted to manage Network Health’s consumer marketing, digital, social media, advertising and communications in addition to Medicare marketing manager responsibilities
- Led department and project management of brand assets, established goals, created reporting, drove customer acquisition and grew brand awareness.
- Achieved 26% increase in consumer familiarity.
Network HealthMenasha, WI
Medicare Marketing Manager
12.2011 - 12.2013
Job overview
- As Network Health’s first manager of marketing and communications, built new brand, brand standards and marketing department.
- Established Network Health’s value proposition.
- Conducted market research and partnered with marketing agencies to launch company-wide rebranding, including new logo and integration of brand across all Network Health business areas.
- Managed redesign and launch of new Medicare Advantage website, increasing web traffic, lead generation and resulting in a 100% increase in online enrollments.
- Oversaw rebranding of all Medicare collateral, including award-winning sales kit that increased agent satisfaction and reduced fulfillment costs.
Health Alliance Medical PlansUrbana, IL
Communications Coordinator
09.2007 - 11.2011
Job overview
- Led writing and project management for hundreds of communications, including web content and award-winning marketing materials in alignment with government guidelines and regulations.
- Led and coordinated Medicare marketing campaigns based on market research, including new website and award-winning materials, which resulted in record-breaking sales year.
- Boosted individual plan membership by creating and executing targeted marketing campaigns promoting new products.
- Managed and wrote all corporate internal and external health care reform (Affordable Care Act) communications, coordinated media buying, managed corporate advertising strategy and mentored other coordinators.
Education
University of Wisconsin – Stevens PointStevens Point, WI
Bachelor of Arts from Communication
12.2006
University Overview
- Cum Laude graduate
- Business administration minor
- Public relations emphasis
Skills
- Lead generation
- Omnichannel and integrated marketing
- Branding and communication
- Marketing visioning and strategy
- Project management
- Digital marketing
- Product marketing
- Continuous improvement
- Customer experience and co-creation
- Executive leadership and strategic planning
- Team development
Honors
- Featured brand experience leader in the largest employee documentary campaign in health care history, recognized for eight creative awards
- Member of the Women Business Leaders of the U.S. Health Care Industry Foundation (WBL)
- Recognized health plan marketing and member retention industry speaker
- Featured marketing expert in the Huffington Post and Medical Marketing and Media
- Past Executive Vice President of Communications and Board Member of the American Marketing Association Northeast Wisconsin Chapter
- Graduate of Leadership Fox Cities
Timeline
Vice President of Marketing and Strategy
Network Health
01.2021 - Current
Director of Marketing and Individual Sales
Network Health
02.2020 - 01.2021
Director of Marketing
Network Health
01.2015 - 02.2020
Consumer Marketing Manager
Network Health
12.2013 - 01.2015
Medicare Marketing Manager
Network Health
12.2011 - 12.2013
Communications Coordinator
Health Alliance Medical Plans
09.2007 - 11.2011
University of Wisconsin – Stevens Point
Bachelor of Arts from Communication
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