Suzanne Buffington
AL
Summary
Marketing and Strategy executive with creative excellence and quality execution yielding growth and profitability within the healthcare and financial service industries. Leadership and management expertise focused on employee talent cultivation, optimizing relationships, and revitalizing operations to deliver business effectiveness and financial efficiencies. Clio Award winner for marketing health innovation.
Overview
36
36
years of professional experience
Work History
Vice President of Marketing
Blue Shield of CA
10.2023 - 06.2024
- Increased brand preference, improved engagement and net promoter score through integrated, data-driven marketing campaigns.
- Mentored team members, fostering a culture of continuous learning and professional growth within the marketing department.
- Optimized marketing budget allocation to maximize return on investment, prioritizing high-impact initiatives.
- Elevated the company''s thought leadership position by delivering impactful presentations at industry conferences and events.
- Created strategic service roadmaps for new initiatives.
- Managed $80M-$100M annual marketing budget.
- Developed a data-driven approach to marketing decision-making by implementing advanced analytics tools and processes.
- Established strong relationships with key industry partners, securing valuable co-marketing opportunities and sponsorships.
- Collaborated with executive leadership to set strategic marketing goals aligned with overall business objectives.
- Championed the modernization of the marketing organization leveraging new digital platforms that enhanced brand visibility and engagement while reducing cost-per-click expenses.
Interim Vice President of Marketing
Blue Shield of California
06.2022 - 10.2023
- Continually Increased brand preference by developing and executing comprehensive marketing campaigns.
- Led cross-functional teams in the development of creative assets for integrated marketing campaigns.
- Optimized marketing budget allocation to maximize return on investment, prioritizing high-impact initiatives.
- Managed 140 member marketing team comprised of digital, marketing technology, brand strategy, brand management, creative studio including graphic artists, member engagement and acquisition
- Spearheaded initiatives to refine target audience segmentation, resulting in more tailored messaging and increased conversion rates.
- Enhanced customer engagement with consistent messaging across multiple channels, including social media, email, and print.
- Developed new branding strategies and marketing collateral to foster business development and achieve revenue targets.
- Developed and implemented targeted digital strategy to improve business performance.
- Communicated marketing strategy and campaign performance to ensure alignment with corporate goals.
- Maintained reporting and developed actionable insights to continually improve branding efforts.
- Researched industry and marketplace trends to develop marketing solutions and enhance business operations.
- Continually maintained and improved company's reputation and positive image in markets served.
Sr. Director, Brand, Sponsorships & Digital Media
Blue Shield Of California
11.2019 - 06.2022
- Led the brand marketing team in the development of differentiated marketing campaigns with breakthrough creative to drive brand awareness and consideration.
- Consistently increased market awareness, brand impressions and campaign strategies that increased advertising effectiveness and efficiencies to drive growth across our Commercial, Medicare and Medi-Cal businesses.
- Oversight of $30M budget including media, sports sponsorships and advertising production.
- Developed strategies and fostered relationships to incorporate PR and social media to further enhance brand, reputation and grow membership.
- Created the Marketing Center of Excellence to provide central oversight of all company agency spend, contracts and SOWs yielding immediate financial savings and efficiencies.
Director Brand Marketing and Sponsorships
Blue Shield Of California
02.2017 - 11.2019
- Led the re-launch and conceptualization for the rebranding of Blue Shield of California that included standing up a new team and the development of a modernized brand identity and new campaign.
- Extended the brand identity to include Blue Shield of California Promise Health Plan upon the acquisition of Care First.
- Planned, implemented and tracked Brand Strategies through multi-channel campaigns.
- Prepared and administered annual budget of and initial $10M.
- Oversaw the expansion of the marketing sponsorship portfolio and activation efforts to include new sponsorships across the state [LA Live, Dodgers] and enhanced presence with the San Francisco Giants.
Senior Strategist - Strategy & Innovation Director
Blue Shield Of California
08.2013 - 02.2017
- Proactively provided industry insights, competitor knowledge and market expertise to aide in the revenue, profitability, market share growth, and innovation.
- Performed in-depth competitive analysis including financial analysis of our competitors used by senior leadership to drive growth across our commercial business.
- Developed a strategy and growth roadmap for our large commercial business focused on Self Funded solutions.
Director Competitive Intelligence - Marketing
UnitedHealthcare
12.2007 - 05.2013
- Developed in-depth analysis and consultation to expand UnitedHealthcare's services in California through the acquisition of medical groups across Southern California now known as OptumHealth.
- Provided consultation to senior leadership in preparation for DMHC and California Department of Insurance meetings and hearings upon their acquisition of PacifiCare.
Research Principal
UnitedHealthcare
02.2003 - 12.2007
Marketing Manager & Learning Consultant
CUNA Mutual Group
06.1998 - 01.2002
Brand Vice President
Chase Bank/Washington Mutual
10.1988 - 03.1998
Education
Bachelor of Arts - Communication And Business Administration
Pepperdine University
Malibu, CAManagement Development Program
University of Southern California
Los Angeles, CASkills
- Strategic Marketing
- Talent Acquisition and Team Building
- Creative and Strategic Thinking
- Marketing Channel Development
Timeline
Vice President of Marketing
Blue Shield of CA
10.2023 - 06.2024
Interim Vice President of Marketing
Blue Shield of California
06.2022 - 10.2023
Sr. Director, Brand, Sponsorships & Digital Media
Blue Shield Of California
11.2019 - 06.2022
Director Brand Marketing and Sponsorships
Blue Shield Of California
02.2017 - 11.2019
Senior Strategist - Strategy & Innovation Director
Blue Shield Of California
08.2013 - 02.2017
Director Competitive Intelligence - Marketing
UnitedHealthcare
12.2007 - 05.2013
Research Principal
UnitedHealthcare
02.2003 - 12.2007
Marketing Manager & Learning Consultant
CUNA Mutual Group
06.1998 - 01.2002
Brand Vice President
Chase Bank/Washington Mutual
10.1988 - 03.1998
Bachelor of Arts - Communication And Business Administration
Pepperdine University
Management Development Program
University of Southern California
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