Hi, I’m
TARA MARK
Brewster,NY
“Sometimes it's the people who no one imagines anything of who do the things no one can imagine”.
The Imitation Game
Summary
No nonsense marketer with over 15 years of experience in highly regulated industries and start ups, focusing on both B2B and B2C marketing. I am a passionate digital marketer who is forever learning and embraces change. Led and executed omnichannel campaigns across various platforms and markets, leveraging data-driven insights, full funnel storytelling, and innovative technologies. Core competencies include ABM growth marketing, brand building, event marketing and martech stack transformation.
Overview
16
years of professional experience
Work History
Elevance Health, Anthem
Director of Marketing- Omnichannel
08.2018 - Current
Job overview
- Created and launched new parent company brand and transition strategy for 10 global companies, including new website, multi-channel introduction campaigns and messaging resulting in 161k clicks in 3 months post launch
- Guided enterprise martech stack evaluation process to select a new scalable future stack, staffing model and provided leadership and oversight in creating an omnichannel strategy to support business areas and create a measurable foundation based on behavioral analytics
- Deployed new marketing automation technologies resulting in first lead scoring, automated behavioral triggers, ABM strategy and automated reporting resulting in a 50% increase in qualified leads and a 22% increase in buying center contacts
- Created and oversaw new optimized integrated marketing strategies (member engagement, retention and acquisition) to support 10 lines of business: Behavioral, Health, Care Delivery, Pharmacy, payment integrity, Value-based care delivery, Digital platform and Life Sciences Research including direct mail, email, digital media, social media, events, PR, market research, content strategy, SMS programs, branding, and sales enablement
- Built relationships with both internal and external partners (e.g.,broker partners, internal corporate marketing divisions, agency partners and integration partners) in order to evaluate and execute strategies to meet goals, create integrated marketing plans and develop communication strategies resulting in an increase of 120% leads for broker network
- Partnered across departments to align email capture (via web and patient app) and digital newsletter strategy to build opt-in member database and cut costs on print newsletters, saving the company $500K in 2 two years
- Directed traffic growth strategies, SEO, content distribution, email marketing and trackbacks.
- Built platform strategy for automation of Customer Journeys using the platform automation end to end including paid, earned and owned
- Worked to support sales and account management by forming event, demand gen and retention strategies, execution, and measurement
- Worked cross-functionally with sales, marketing (subsidiaries) and product areas to launch new products and create go to market strategies
Elevance Health
Director of Marketing
02.2017 - Current
Job overview
- Worked closely with product heads to create go-to-market strategies for new products, determine market needs and communicate with customers digitally throughout the journey
- Sourced and implemented first-in-class marketing/sales tech stack
- Integrated CRM, marketing automation and Google Analytics to track customer journey, analyzed data, created nurture/trigger campaigns and supplied digital insights to sales
- Collaborated on joint marketing partnerships to generate leads and created measurable awareness through events, thought leadership and barter-based promotions
- Oversaw execution of effective content, ABM and sales funnel campaigns to drive inbound leads and create branding that enhances KPIs
- Leveraged performance marketing team to analyze, test and optimize acquisition and retention campaigns, website SEO rankings and media performance
- Managed PR, creative, web development, digital and content creation teams
TVSquared
Head of Marketing
02.2016 - 02.2017
Job overview
- Successfully managed and built a global cross-functional team from the ground up, overseeing all disciplines including product marketing, events, content marketing, public relations, sales enablement, partner marketing, and demand generation
- Increased inbound leads by over 130% in 9 months resulting in over $1.23M in revenue and a sales pipeline increase of 150% from previous year
- Built nurture, trigger and lead scoring programs
- Created and executed global integrated marketing strategy and campaigns that included PR, Content, Digital (SEM, Email, Website, Social Media), Advertising, Sales Programs, Industry Verticals, Customer Communication, Events and Partnerships
- Provided monthly and quarterly marketing reports to the board
- Collaborated with Product and Sales teams to design and execute go-to-market strategies that directly resulted in business growth and established TVSquared as a leading solution in the TV measurement marketplace
Hornblower
Director of Marketing and Promotions
07.2013 - 02.2016
Job overview
- Head of B2B and B2C marketing and lead brand ambassador for the world's leading provider of water-based experiences
- Responsible for Brand, Creative, Content, Digital, Field Marketing, vendor relationships and high-profile community partnerships
- Led enterprise digital transformation evaluation process resulting in the rollout of the first marketing automation technology stack and ecommerce website redesign
- Developed ecommerce testing strategy for company to drive incremental growth with cart abandonment and retention strategies resulting in 20% increase in revenue in 3 months
- Created and executed integrated marketing campaign strategies for B2B including first ever ABM program that resulted in a 695% increase of sales qualified leads and over $5M in first year
- Partnered with product owner to launch 2 new party cruises resulting in $2.5M in revenue in two years and bilingual Mandarin/English sightseeing cruise, which gained 500,000 passengers and $4M in incremental revenue in the first two years
- Administered $10 million media plan and negotiated over $4 million in added value and media buy through barter in a single year
- Responsible for all digital marketing and integrated campaigns for both B2B and B2C for National and International locations
- Achieved rapid growth from start up of New York location launch resulting in $23M in revenue
Verisk Analytics
Senior Director of Marketing
03.2008 - 11.2012
Job overview
- Responsible for devising and implementing global rebrand strategy, mentoring, and guiding international teams and associates and the rebrand of new public company
- Deployed and created post acquisition rebrand, integration and messaging strategy
- Led the initiative to implement marketing automation resulting in a $1.3M return on investment in the first 12 months
- Created 13 lead scoring and nurturing programs for various business units. Increased the marketing database by 320% across the enterprise
- Spearheaded website redesign and oversaw relationship with digital ad agency
- Developed integrated marketing strategies for a wide range of products to create and maintain awareness, increase ROI and align with corporate objectives to produce measurable results
- Worked with corporate communications, operations, designers and product areas in order to execute marketing tactics and meet deadlines
- Negotiated and maintained relationships for media spends and custom sponsorships resulting in an average savings of over 40%
- Introduced and executed new creative marketing strategies and best practices
- Provided senior level product owners with reports on budget and campaign effectiveness
Education
Franklin Pierce CollegeRindge, NH
BA from Sociology and Psychology
TerminusNew York, NY
Certificate from Account Based Strategy, ABM Marketing
ANA ( Association National Advertisting)New York, NY
Certificate from Agile Marketing
AdobeSan Francisco, CA
Adobe Certified from Expert Marketo Engage Business Practitioner
ANA New York, NY
DCMP Certified Direct Marketer from Direct Marketing
Baruch CollegeNew York, NY
Certificate from Integrated Marketing
Skills
- Digital marketing expert
- Marketing tech stack planning & execution
- Account Based Marketing
- Cross functional Management
- Brand Launches
- Global Marketing
- Agile methodologies
- Media planning and buying
- Advanced understanding of Adobe products
- Lead Generation Strategies
- Multi-Channel Campaigns
- Marketing Automation Platforms
- Launch New Products
- Strategic Vision
- Media Negotiations
- Campaign Implementation
- Brand Development and Marketing
- Channel Optimization
- Analytics and Metrics
- Landing Page Optimization
- Social Media Digital Marketing
- Marketing Effectiveness
- Lead Scoring
- Email Promotions
- ROI Strategies
- Email Marketing Campaign
Additional Information
- ANA (Association for National Advertisers) Digital & Social and Brand Management committee member, Awards Judge for The Reggies and ANA B2 Awards
Timeline
Director of Marketing- Omnichannel
Elevance Health, Anthem
08.2018 - Current
Director of Marketing
Elevance Health
02.2017 - Current
Head of Marketing
TVSquared
02.2016 - 02.2017
Director of Marketing and Promotions
Hornblower
07.2013 - 02.2016
Senior Director of Marketing
Verisk Analytics
03.2008 - 11.2012
Franklin Pierce College
BA from Sociology and Psychology
Terminus
Certificate from Account Based Strategy, ABM Marketing
ANA ( Association National Advertisting)
Certificate from Agile Marketing
Adobe
Adobe Certified from Expert Marketo Engage Business Practitioner
ANA
DCMP Certified Direct Marketer from Direct Marketing
Baruch College
Certificate from Integrated Marketing
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