Nellie Carroll

Strategic Leadership & Portfolio Management

• Own strategy and execution of integrated marketing programs across $530K (PY25) and $260K (PY26) budgets, driving improved ROI and channel efficiency
• Develop annual and seasonal marketing strategies aligned to business goals, influencing channel investment decisions and long-term growth planning
• Translate market insights, performance data, and business priorities into actionable marketing strategies that drive engagement and enrollment outcomes

Performance & Growth Strategy

• Delivered 32% YoY improvement in paid search efficiency, generating 295 inbound calls at $202 cost per call
• Led test-and-learn strategy to refine messaging and targeting, identifying high-performing positioning (13.24% CTR vs. 3.85% baseline)
• Established performance-driven decision framework, using campaign analytics to continuously optimize channel mix and improve ROI

Channel Strategy & Optimization

• Lead omnichannel marketing strategy across email, direct mail, paid search, and partnership channels
• Delivered above-benchmark email engagement via WTOP (9.6%–18.3% CTOR vs. ~10% industry benchmark)
• Evaluated partnership performance and reallocated budget to higher-performing channels (e.g., paid search, email), improving overall marketing efficiency
• Generated 21K+ pageviews (89% new visitors) through AARP awareness campaign, informing future top-of-funnel strategy

Cross-Functional Leadership & Influence

• Partner across product, legal/compliance, analytics, digital, and creative teams to deliver compliant, high-performing campaigns in a regulated environment
• Influence stakeholders across enterprise teams to align on campaign strategy, messaging, and execution priorities
• Identified operational and alignment gaps in-market, driving improvements in cross-team coordination and campaign execution

• Led customer experience and personalization strategy, developing segmentation framework to enable targeted, relevant member engagement
• Directed multi-channel marketing campaigns to improve engagement across the customer journey
• Partnered with product and strategy teams to enhance customer experience through data-driven insights and targeted communications

• Led development of enterprise omnichannel marketing strategy in partnership with Walgreens, expanding customer engagement and utilization
• Drove 69% conversion rate to preferred pharmacy network through targeted communication and segmentation strategy
• Established marketing governance standards across brand, compliance, and customer communications (CAN-SPAM, health literacy, regulatory)
• Recognized as President’s Award finalist for leadership and impact in member communications strategy

• Supported digital merchandising and promotional strategy, contributing to improved online conversion and customer engagement
• Partnered with merchandising and planning teams to optimize product positioning and promotional performance