Todd Englerth

• Lead the CRM team and oversee Salesforce Marketing Cloud (SFMC) strategy, architecture, and execution across campaigns reaching 18MM+ consumers.
• Manage and mentor developers, participate in hiring and onboarding, and conduct performance reviews while coordinating vendor/agency partners.
• Own platform structure and scaling of SFMC integrations with Health Cloud, EDW, Data Cloud, and analytics platforms (Datorama/Tableau).
• Tactically implemented healthcare-specific marketing initiatives to improve patient engagement and access, aligning SFMC solutions with clinical operations and consumer journey goals.
• Collaborate cross-functionally with ITS, EDW, clinical teams, and external vendors to translate marketing goals into CRM system capabilities and deliver high-impact journeys.
• Key part of leading major initiatives including the high-revenue Demand Reclamation program ($350M+ net revenue impact) and supported Salesforce Marketing Cloud implementation for MyChart Abandoned Appointment Reminders, which have generated over $18M+ in net revenue.
• Led the development of end-to-end marketing ROI reporting by integrating Health Cloud, Marketing Cloud, EDW, Datorama, and Tableau, including the implementation of a digital campaign tagging framework (ECID). This initiative unified marketing attribution across channels, enabling Leaders and Brand Strategists to track performance in near real-time and clearly demonstrate campaign ROI.
• Co-manage vendor and platform contracts (Salesforce, Litmus, Bitly, Perficient); influence strategic tech stack decisions across CRM.

• Supported stand-up of Salesforce Health Cloud and Marketing Cloud ecosystems; led platform architecture and integration design for CRM and lifecycle marketing.
• Developed technical solutions and campaign infrastructure across Email, SMS, Web, and Digital Ad channels using SQL, AMPScript, HTML, SSJS.
• Provided platform best practices and QA oversight for journey development, personalization, and campaign testing.
• Collaborated with internal teams to launch and optimize cross-cloud consumer journeys, microsites, and analytics integration.
• Designed and maintained data syncs and integrations between Health Cloud, EDW, and SFMC to enable lifecycle-triggered communication and reporting.
• Led tactical execution of the New Movers campaign, a direct mail initiative targeting recently relocated consumers and generating over $25M+ in annual revenue. Played a critical role in launching clinical SMS appointment reminders, partnering across teams to improve patient engagement and reduce no-show rates through timely, personalized messaging.

• Led company-wide digital strategy across email, web, SMS, and paid media; coordinated cross-channel execution with marketing managers to ensure alignment and ROI.
• Owned and managed transition to Salesforce Marketing Cloud: oversaw platform configuration, implementation, journey design, QA, and ongoing administration.
• Managed a team of digital marketers focused on journey-based lifecycle communications using email and SMS channels.
• Acted as strategic liaison between Marketing, IT, and Business teams to bridge operational gaps and drive marketing technology adoption.
• Directed end-to-end reimplementation of Google Universal Analytics, enabling clean data baselining, improved attribution, and full-funnel digital tracking.
• Led SEO, SEM, and Online Reputation Management (ORM) initiatives, improving Google profile rating from 1.7 to 4.0 and generating over 450+ four- and five-star reviews.
• Implemented testing and optimization programs (UX, A/B, creative) to improve conversion rates, website performance, and key digital KPIs.
• Conducted reporting and measurement across all digital efforts: website, search, email, apps, and social media.

• Delivered insights, rebranded campaigns, and resolved major funnel tracking gaps.

• Conducted market research and competitor intelligence by integrating internal data, Experian demographics, and web-scraped insights into dashboards that informed executive decisions on market entry and positioning.

• Launched email campaigns that significantly increased open rates and conversion using ExactTarget and targeted data modeling.

• #1 Sales Agent out of a team of 12 after 6 months in new position. Contributed to sales group that saw a 30% year-over-year increase in sales for 2010.

Various roles maintaining and improving accounting processes.