TANGELA PARKER
Marketing Executive
Atlanta,GA
Summary
Senior leader with 23 years of experience in devising and implementing integrated marketing, public affairs, and communications strategy in corporate environments. Effectively providing strategic direction, governance, and positioning of the organization to promote, enhance, and protect brand reputation and enable the organization to become the partner of choice. Extensive experience in developing creative, innovative messaging across multiple platforms with an outcomes-focused strategy designed to influence diverse audiences and influencers.
Overview
18
18
years of professional experience
Work History
Head of Marketing and Community Affairs
Aetna-CVS Health
Atlanta, GA
04.2023 - 07.2023
- Direction and oversight of Marketing Strategy, Media Planning & Buying, Social & Digital Management and Concessions Marketing units within Commercial Revenue/Development Division
- Oversees production of marketing materials including but not limited to printed collateral, promotional items/materials, digital assets, video production/moving images and out-of- home media
- Directs placement of advertising worldwide which influences advertising expenditures
- Oversaw development of traditional and social media marketing campaigns to drive sales and customer engagement
- Managed branding campaigns and event marketing initiatives in print, video, web and social media
- Analyzed ratings and features of competitors to evaluate effectiveness of marketing strategies
- Developed and implemented B2B marketing strategy and overall communication plans to produce long-term partners
- Increased market awareness and penetration through development of creative collateral
- Created official company page on various social media platforms to facilitate interaction with customers
Senior Director of Marketing
Hartsfield-Jackson International Airport
Atlanta, GA
01.2022 - 03.2023
- Directed placement of advertising worldwide which influenced advertising expenditures and increased passenger engagement by 35%.
- Utilized market segmentation, background market research and competitive analyses to create annual and multi-year strategic branding and marketing plans that drive brand positioning
- Built and implement integrated marketing roadmap, incorporating traditional and digital channels, that furthers brand awareness and personalized engagement with targeted audiences
- Developed and tracked key business measures for all marketing strategies, including financial returns and management of department budget
- Oversaw strategic marketing outreach using key messaging, creative development and social engagement for global brands, consumer products and entertainment properties
- Developed comprehensive content and engagement strategy for all social media platforms.
Senior Director of Member Experience
WellCare Health Plans, Inc/Centene
Atlanta, GA
04.2018 - 01.2022
- Established Regional Marketing, Retention Media, and PR teams to partner with Health Plans to build and execute associated annual marketing, retention, and communications plans
- Created and implemented strategies relating to membership growth, retention, brand recognition, member outreach and community relations increasing Medicaid line of business by 25%.
- Developed brand awareness and member education campaigns, including community goodwill events with strategic partners such as care providers, professional associations, alliances, and charitable organizations
- Provided guidance and direction to market team to develop strong, strategic, mutually beneficial relationships with providers, community sponsors and faith-based networks to support all government programs
- Developed media advisories, speeches, white papers, articles, and other materials on behalf of health plan
- Oversaw execution of WellCare’s Community Resource Grant and departmental budget
- Collaborated with Governmental Affairs team to develop and implement effective public relations programs that align with health plan’s mission
- Composed/edited press materials and social media posts (e.g., press releases, talking points, Q&A's, position papers, bylines, social media posts and other externally focused documents)
- Provided guidance on internal/external communication strategies to leadership team
- Managed, monitored, and implemented external communication activities utilizing Cision
- Proactively identified and recommend opportunities to strengthen WellCare’s brand through strategic community involvement.
- Drove strategic improvements to enhance operational and organizational efficiencies
- Instituted formal operating procedures and enforced adherence to policies and regulations that impacted bottom-line
- Prioritized and allocated valuable resources to meet business targets
- Fostered work culture of collaboration and inclusion to increase morale and reduce turnover
Marketing & Communications Director
Humana Specialty Benefits
Atlanta, GA
05.2015 - 03.2018
- Successfully set strategy, vision, and direction for end-to-end media marketing strategies to accelerate revenue growth
- Managed communication for all employee and health plan issues
- Aligned brand equity and expression to develop tone and voice into compelling digital and traditional marketing assets
- Directly managed multi-media, print, and direct mail, as well as special events that kept brand relevant
- Initiated effective media relations campaigns, leveraging multiple channels and elements including social media
- Oversaw development and implementation of approved crisis communication plans, talking points and media coordination
- Collaborated with Governmental Relations, Regulatory Affairs, and other internal stakeholders to ensure succinct messaging
- Effectively provided strategic guidance on branding, corporate communications, and relationship management.
- Wrote engaging and successful marketing, advertising, and website copy
- Identified appropriate marketing channels and target customers for campaigns
- Created documentation outlining research findings for use by project managers, customers, and other marketing staff to make accurate decisions about future plans
- Worked within budget parameters to develop and implement marketing strategies by analyzing key data and consumer demographics, increasing revenue 30%.
Marketing & Community Relations Director
UnitedHealth Group
Ridgeland, MS
08.2005 - 04.2015
- Developed and managed health plan’s community engagement plan and strategies, including foundation philanthropic efforts and national partnerships
- Wrote engaging and successful marketing, advertising, and website copy
- Oversaw ongoing execution of core digital initiatives, properties and paid media
- Shadowed senior personnel on complex marketing pursuits to build skills set
- Proactively identified high risk members and collaborated with case management to strategize on outreach and retention
- Developed content for publications and health plan presentations in collaboration with corporate marketing team
- Designed marketing strategies and oversaw their execution to build awareness as well as leads for company products
- Onboarded new team members and coached personnel in marketing tasks
- Created Farm to Fork, nationally recognized award-winning program in collaboration with Alcorn State University
- Designed and reviewed managed care related materials, composed newsletters and media advisories
- Liaised with community health agencies, health systems, state agencies, community partners, and legislators
- Developed internal communication for key leaders and stakeholders (including newsletters, whitepapers, and townhall forums).
- Assisted in development of programs and services previously unrepresented in community to increase market share by 20%.
Education
Bachelor of Science - Political Science & Pre-Law
Alcorn State University
Lorman, MSSkills
Strategic Planning & Executionundefined
Timeline
Head of Marketing and Community Affairs
Aetna-CVS Health
04.2023 - 07.2023
Senior Director of Marketing
Hartsfield-Jackson International Airport
01.2022 - 03.2023
Senior Director of Member Experience
WellCare Health Plans, Inc/Centene
04.2018 - 01.2022
Marketing & Communications Director
Humana Specialty Benefits
05.2015 - 03.2018
Marketing & Community Relations Director
UnitedHealth Group
08.2005 - 04.2015
Bachelor of Science - Political Science & Pre-Law
Alcorn State University
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