Trisha Finney
Minneapolis
Summary
Dynamic Marketing Manager specializing in strategic planning and execution, recognized for driving impactful marketing strategies and campaigns that enhance brand visibility. Extensive experience in analyzing market trends and customer preferences to develop compelling advertising content, resulting in increased sales and client retention. Proven ability to establish success metrics for promotional initiatives while fostering collaboration across departments to streamline operations. Committed to cultivating strong relationships with agency partners and internal stakeholders, ensuring exceptional customer experiences and operational excellence in fast-paced environments.
Overview
12
12
years of professional experience
Work History
Manager, Marketing Campaigns and Technology
VAA
Plymouth, MN
04.2023 - Current
- As the Marketing Campaign Manager, I play a pivotal role in driving the company's growth and brand awareness through the development and execution of multi-channel marketing campaigns. Collaborate with internal teams and external contractors to create innovative campaign strategies aimed at pipeline growth and client acquisition. Additionally, responsible for managing the CRM system to ensure optimal efficiency and effectiveness in marketing efforts
- Campaign Strategy and Execution
- Develop and execute multi-channel marketing campaigns, including digital, social media, content marketing, and traditional advertising, to drive awareness and revenue.
- Collaborate with marketing teams and external contractors to develop campaign concepts aligned with pipeline growth and client acquisition goals.
- Conduct research on focus markets, target personas, and competitors to inform campaign direction.
- Measure, analyze, and report on campaign performance, providing insights to drive future improvements.
- Technology Management and Advancement:
- Administer and manage our CRM system, ensuring data accuracy, consistency, training, and ongoing support to users.
- Identify opportunities to improve automation and optimization.
- Align technology strategies with broader marketing and business objectives.
- Lead best practices in automation use through collaboration with cross-functional teams.
- Ensure all marketing campaigns align with our brand guidelines and messaging. Ensured satisfactory clients’ experience across multiple projects by delivering professional and creative services.
Principal Strategist, Marketing
Blue Cross Blue Shield
Minnesota
01.2018 - 07.2023
- Develop and implement robust Go-To-Market strategies across Medicare, Individual & Family, Medicaid, and Group insurance plans, to ensure segment growth. Collaborate cross-functional teams, including sales and product divisions to sustain execution of product development and sales strategies. Direct and support implementation of segment specific value proposition and satisfactory customer experience to fulfill requirements of all channels. Partner with business lines and sales / product leaderships to devise and report progress of annual strategic marketing plan in compliance with business and sales goals. Establish strategic marketing and communications counsel to support in identifying and resolving critical corporate and segmental issues. Report and update segment team and business partners in routine while spearheading segment marketing and communication plans and projects.
- Optimized communication, leads generation, and return on investment operations by leveraging marketing performance software Invoca implemented with Salesforce CRM platform.
- Developed a personalized campaign to increase membership of customers and members aging into Medicare.
- Enhanced retention of aging members by developing personalized campaign.
- Determined and granted $1M to $30M campaign budgets across multiple businesses to customer channels, including Medicare AEP, Individual & Family, New to Medicare, and Medicare New Member Onboarding.
- Built and maintained internal client relationships by providing support and marketing resources to increase calls, leads, and enrollments.
Director Advertising Agency
ThomasARTs
Farmington, UT
01.2017 - 01.2018
- Led planning and execution of marketing and advertising strategies in accordance with clients’ requirements. Directed and implemented client relationship management strategies across top-tier healthcare clients, including Aetna, AAA, Blue Cross Blue Shield, and Idaho. Formulated strategic plans and collaborated with cross-functional teams to ensure supply of resources / requirements for execution of service projects. Monitored overall assigned duties, performance metrics, and account staff members in accordance with standard metrics and goals.
- Ensured satisfactory clients’ experience across multiple projects by delivering professional and creative services.
- Accomplished informational project by steering significant effort on team leadership for Aetna client in collaboration with Home Shopping Network.
Senior Marketing and Communications Specialist
UnitedHealth Group
Minneapolis, MN
01.2015 - 01.2017
- Administered implementation of marketing plans, including Direct Mail, DRTV, Digital, Print, Out of Home, and Radio for Medica and Preferred Care Partners across South Florida. Oversaw distribution of communication materials across multiple channels. Coordinated with data analytics team to establish testing and reporting methods of marketing campaigns. Liaised between agency partners and internal clients while spearheading multiple end-to-end projects to ensure efficient campaign management.
- Granted $8M budget across multiple channels to boost return on investment and customer response.
- Ensured compliance with material flow regulations while collaborating with Product, Legal, and Compliance teams.
- Achieved high-impact market share within two years by leading South Florida Medicare Advantage plans.
Marketing Project Manager & Consultant
Aetna, Hartford, CT | Optum
Minneapolis, MN
01.2015 - 01.2015
- Spearheaded marketing projects from inception to closure in support of United Healthcare, Medicare, and Retiree services as well as Medicare sales seminars. Developed and executed marketing programs with emphasis on enhancing participation of employees and members in health care products. Partnered with marketing implementation manager to provide custom promotions aimed at encouraging member involvement with products. Collaborated with inter-departmental teams and external partners to support implementation of prescribed metrics, reporting methods, and optimal marketing practices. Exhibited leadership and critical expertise to ensure adherence to project schedules, milestones, measurement, targeted audience reach.
- Optimized implementation of member promotion programs by improving overall processes.
- Promoted call-to-action initiatives by developing and managing landing pages during annual enrollment period.
- Designed and optimized multiple direct mail campaigns for member market by leveraging creative agency.
Education
Bachelor of Science - Marketing
Metropolitan State University
Saint Paul, MNSkills
- Marketing & Advertisement
- Brand Promotion & Awareness
- Customer Satisfaction & Retention
- Strategic Planning & Execution
- Project Planning & Execution
- Marketing Research & Analysis
- KPIs Management
- Team Training & Leadership
- Business Development
- Cross-functional Collaboration
- Process Enhancement
- Sales & Revenue Generation
- Time management
- Decision-making
- Verbal and written communication
Timeline
Manager, Marketing Campaigns and Technology
VAA
04.2023 - Current
Principal Strategist, Marketing
Blue Cross Blue Shield
01.2018 - 07.2023
Director Advertising Agency
ThomasARTs
01.2017 - 01.2018
Senior Marketing and Communications Specialist
UnitedHealth Group
01.2015 - 01.2017
Marketing Project Manager & Consultant
Aetna, Hartford, CT | Optum
01.2015 - 01.2015
Bachelor of Science - Marketing
Metropolitan State University