Roxanne Salinger
Shingle Springs,USA
Summary
Lifecycle marketing executive with over 15 years of success leading multi-brand email programs, scaling automation, and delivering double-digit improvements in engagement, conversion, and revenue. A hands-on, people-first leader who builds empowered teams, strengthens customer journeys, and drives operational excellence through platforms like Salesforce Marketing Cloud and HubSpot.
Overview
14
14
years of professional experience
Work History
Senior Director, Lifecycle Marketing
Credit.com
12.2024 - Current
- Lead lifecycle email marketing across three brands, owning strategy from remarketing through win-back, and delivering results, including a 12% YoY increase in new-client sign-ups while reducing send volume by 20% through smarter automation.
- Oversee all creative, content, and optimization for lifecycle programs, improving engagement with 53% open rates, 7% growth in logged-in visits, and a 3% increase in pay rate.
- Manage a cross-functional team (managers, email developer, project manager), elevating capabilities in segmentation, testing, and automated journey development.
- Drive platform operations and automation strategy within Salesforce Marketing Cloud, managing journeys, triggers, and segmentation, while leading a full migration to HubSpot to modernize workflows and improve deliverability.
- Expanded Credit.com’s program has evolved from a simple newsletter into a scalable, automated third-party sending initiative that generates $75K in monthly revenue.
Senior Director, Lifecycle Marketing
Assurance IQ
11.2022 - 07.2024
- Directed and executed lifecycle marketing programs to grow and retain Medicare, health, P&C, and life insurance memberships.
- Built a lifecycle marketing team from the ground up that implemented new growth and retention programs, resulting in $18M in revenue and $22M in policy savings per year.
- Orchestrated and optimized omnichannel marketing efforts, leveraging email, SMS, and outbound dialing, that resulted in a 37.5% increase in answered calls and an 18% increase in conversion.
- Partnered with Product and Engineering to complete the migration from Salesforce to the homegrown CRM platform, which included a complete overhaul of existing assets and a rebuild of customer segmentations.
- Developed risk-level segmented Medicare retention programs, resulting in a 12.6% year-over-year improvement in retention for 2023, and preserving 21,000 policies valued at $16M.
- Launched the company's first-ever re-engagement dialing campaign, which comprised custom scripting and new dialing optimizations that drove $1.5M in incremental policy sales per quarter.
- Oversaw the improvement of Medicare onboarding programs, including the first carrier co-branded experience. New programs resulted in a 5% improvement in the rapid disenrollment rate, worth $2.6 million in policies saved.
Director, CRM & Brand
QuoteWizard
06.2021 - 11.2022
- Developed and executed direct marketing strategy aimed at driving qualified leads to the Medicare Agency.
- Scaled direct mail marketing program from 500,000 to over 5 million mailers monthly, supporting a 325% increase in sales staff and driving a 271% growth in enrollments.
- Managed complex direct mail testing schedule and monitored results daily to optimize for response and conversion rate.
- Created new email acquisition program, focusing on personalized content and highly targeted shopper segments, resulting in 160% increase in qualified leads.
- Developed user-friendly, engaging content for the Medicare website, including SEO pages and blog articles.
- Managed all agent-driven communications, including email, SMS, and call scripts, continuously enhancing content and flow to uphold a customer-first experience.
- Collaborated with Development Team and Upline Partners to automate a new data integration that triggered CRM communications based on policy status to ensure customers had timely updates and plan information.
Director, Customer Communications
EHealth
05.2018 - 06.2021
- Developed strategies and content for multi-channel lead nurture campaigns resulting in $12mm in online sales.
- Built and executed product marketing launch of the Customer Center, driving 3,000+ account creations.
- Oversaw team that developed email and SMS strategy, content, campaigns, and optimizations.
- Developed robust customer onboarding program in partnership with top six health insurance carriers that resulted in 19% reduction in annual churn.
- Maintained collaborative relationships with insurance and pharmacy partners to identify joint retention and engagement opportunities via direct marketing channels.
- Partnered with analytics and data science teams to perform campaign analysis and create predictive modeling.
Senior Manager, Marketing & Communications
CareZone
08.2016 - 05.2018
- Managed content strategy for all consumer-facing collateral, including in-app experiences, email campaigns, paid ads, and partner materials.
- Executed ongoing testing and analysis of marketing content, targeting strategies, and message frequency.
- Developed pharmacy patient communication program, which included email, SMS, and call scripts.
- Created email lead generation program that generated 20% of pharmacy leads and 50% of Medicare insurance leads.
Senior Manager, Customer Communications
Ehealth
10.2011 - 08.2016
- Oversaw customer-facing communications, including email, direct mail, SMS, and scripts.
- Directed co-branding initiatives with large carrier partners that increased customer services use and plan engagement by 35%.
- Implemented automated retention process for top carriers, including delinquent payment flags and renewal notices.
- Increased Medicare online sales by 10% in Q1 2016 through improved email strategy and aggressive lead nurture campaigns.
Education
Master of Arts (MA) - English
Sacramento State University
Sacramento, CABachelor of Arts (BA) - English
Sacramento State University
Sacramento, CASkills
- Email Marketing
- Omnichannel Marketing
- Mobile & In App Marketing
- Direct Mail Marketing
- Content Development
- Customer Journey Creation
- CRM Strategies
- Product Marketing Strategies
Timeline
Senior Director, Lifecycle Marketing
Credit.com
12.2024 - Current
Senior Director, Lifecycle Marketing
Assurance IQ
11.2022 - 07.2024
Director, CRM & Brand
QuoteWizard
06.2021 - 11.2022
Director, Customer Communications
EHealth
05.2018 - 06.2021
Senior Manager, Marketing & Communications
CareZone
08.2016 - 05.2018
Senior Manager, Customer Communications
Ehealth
10.2011 - 08.2016
Bachelor of Arts (BA) - English
Sacramento State University
Master of Arts (MA) - English
Sacramento State University