About

My online résumé is below.
For a downloadable version, please click here:
Andrea Cooper Marketing

SUMMARY

Multifaceted marketer with broad experience in consumer engagement, member acquisition, program implementation and management, creative development, branding and promotion for health, insurance and financial services industries. Specialties include:

  • B2C and B2B2C marketing
  • Marketing project management
  • Content management
  • Marketing communications
  • Marketing operations
  • Affiliate marketing
  • Email marketing
  • Product launches
  • Internal communication
  • Training/instructional design

PROFESSIONAL EXPERIENCE

OPTUM, INC.
Golden Valley, MN
http://www.optum.com
Global health services company; part of UnitedHealth Group

Marketing Manager, Optum Health Discount Program, November 2002 – April 2010
Marketing Manager, Optum Consumer Business, April 2010 – July 2013
Consumer Marketing Manager, Optum Financial Services,  July 2013 – March 2014

Consumer engagement/email marketing

  • Led consumer engagement efforts to encourage opening and funding of health savings accounts (HSAs) using market segmentation, A/B and multivariate testing
  • Spearheaded email campaigns that increased HSA deposits by an average of $3 million
  • Developed account opening campaign that generated a record 2% new account open rate

Marketing operations

  • Managed an annual marketing budget of $6.3 million within plan. Supervised a staff of three
  • Supervised $1.6 million annual membership fulfillment budget. Implemented a scalable dynamic process that enabled the company to accommodate membership growth from 300,000 members to 15 million members and comply with state-specific regulations
  • Developed documentation and training materials

Marketing communication/brand management

  • Developed and implemented engagement strategies for consumers, providers, clients, brokers and affinity marketing partners
  • Wrote and produced newsletters, financial seminars and collateral for multiple brands
  • Led major rebranding efforts

Business development/brand management

  • Developed custom web portals and collateral for clients, brokers and affinity marketers
  • Managed product-specific RFP responses; served as subject matter expert for multi-product RFPs
  • Organized trade shows and other events

eCommerce/content marketing

  • Managed the overall consumer experience for the myOptumHealth Store, an online health and wellness retailer
  • Led content marketing efforts, maintaining a distinctive brand voice throughout the website and in the store blog and social media
  • Worked closely with vendors to develop a product promotional calendar aligned with content strategy
  • Built and managed the affiliate marketing program to account for 50% of store traffic

TRANSAMERICA WORKSITE MARKETING (now Transamerica Employee Benefits)
Los Angeles, CA
www.transamericaemployeebenefits.com
Ancillary benefits insurance marketing organization; part of AEGON

Senior Writer/Electronic Media Project Manager

  • Developed collateral for consumers, employers and brokers. Launched new Vision, Critical Illness, and Long-Term Care insurance products
  • Led complete redesign of the Transamerica Worksite website, including streamlined navigation and more user-friendly applications. Revamped the online quote process to comply with state-specific regulations

WESCOM CREDIT UNION
Pasadena, CA
www.wescom.org
One of the country’s largest credit unions, with more than $2 billion in assets

Marketing Writer

  • Produced newsletters, brochures, press releases, annual reports and other materials
  • Completely revised all member communication with the strategy of turning every touchpoint into an opportunity to reinforce the credit union’s value story and expand members’ relationship with the organization
  • Launched e-newsletter, enabling 300,000 additional member touchpoints each month. Drove website enhancements such as online seminar enrollment. Developed online training tool and information database

ADDITIONAL EXPERIENCE

  • Senior Editor, The Galef Institute, Los Angeles, CA. Managed development of arts-based social studies curriculum
  • Writer/Instructional Designer, The Final Copy Group (now Palomar Interactive) , Temecula, CA. Created corporate communications materials for clients including Taco Bell and Mitsubishi Motors http://palomarinteractive.com/
  • Associate Producer, Lange Productions, Hollywood, CA. Supervised production and post-production for medical video company www.langeproductions.com
  • Manager of Instructional Video Development, National Roofing Contractors Assn., Rosemont, IL. Created multimedia worker training and business management materials www.nrca.net
  • Writer/Producer, SVE, Chicago, IL. Developed, researched, wrote and produced K-8 educational media including filmstrips, videos and computer-based learning

 EDUCATION

 M.A., Radio, TV, Film. Northwestern University, Evanston, IL
B.A., Classical Civilizations. Brandeis University, Waltham, MA

 

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