Katie Blair

About

B2B2C lifecycle and growth marketing leader in health tech with 13+ years (15 years per earlier summary) driving acquisition, activation, and retention using data-driven, multi-channel strategies (email, SMS, DM, push, paid media, social). Experienced scaling automated messaging programs, optimizing customer journeys and funnel conversion, and leading cross-functional experimentation with marketing, operations, data, product, and engineering. Strong MarTech expertise across Iterable, HubSpot, Salesforce Marketing Cloud, and analytics/BI tooling, with hands-on leadership across member growth, provider marketing, and sales enablement.

Experience

• Head of Member Engagement and Provider Marketing · Freespira03-01-2025

  ● Joined the leadership team as their first B2B2C member growth leader, implementing playbooks across member acquisition, project management, segmentation strategy and an experimentation framework to improve conversion rate across the member lifecycle ● Spearheaded an experimentation framework and roadmap that combined marketing, operations and data teams to prioritize and execute targeted experiments to improve conversion metrics down the acquisition funnel and enable data-driven decisions making at the commercial leadership level ○ Drove +18% YOY growth in member acquisition for key account ○ Spearheaded launch of first fully digital enrollment funnel ○ Launched new initiatives, like first member webinar, third party reviews and optimizing content for GEO ● Championed AI adoption in the marketing landscape to improve operational efficiencies, reduce costs and improve time to launch new campaigns ● Scope expanded to include sales enablement and B2B campaigns for health plans, PBMs, consultants and brokers

• Director, Engagement Marketing · Spring Health01-01-2024 – 03-31-2025

  ● Lead cross-functional lifecycle marketing team to drive member funnel conversion from engagement through enrollment, utilizing a variety of channels including Direct Mail (DM), Email, SMS, and Push Notifications. ● Designed and executed a 6-week experimentation roadmap in collaboration with product and engineering to rapidly iterate and drive revenue goals through experimentation, using data to refine strategies and improve conversion and retention rates. Key results include: ○ Reduced missed appointment rate by 30-50%, including a 15% YoY decrease during the traditionally high holiday season, through strategic use of additional touchpoints, reminders, and active confirmation. ○ +25% increase in appointment bookings through optimizing member activation journey ● Launched a Peer Review QA program, improving the operational quality and consistency of marketing efforts across teams. ● Trained a team of 20 marketers on best practices, email campaign build, and quality assurance (QA), driving operational efficiencies and elevating team performance. ● Introduced Print on Demand capabilities, saving 50-70% of direct reports' time, enabling the team to focus on more strategic test initiatives. ● Spearheaded creative overhaul of 110+ marketing communications, including email, SMS, push, and DM, resulting in improved member engagement and campaign effectiveness. ● Led global localization efforts for 90+ marketing emails across 34 languages to ensure consistency and engagement parity across US and international audiences. ● Managed marketing budget for direct mail and email vendor relationships, ensuring budget efficiency and optimization of vendor services.

• Director, Member Growth · Spring Health05-01-2023 – 01-01-2024

  ● Led a team of Growth Marketers to implement strategies driving awareness, enrollment, and utilization for new Spring Health customers, with a focus on employee and dependent populations. ● Developed and executed member engagement strategies in collaboration with Sales and Customer Success, ensuring a smooth transition from pre-implementation to post-implementation phases, resulting in improved member acquisition and customer satisfaction. ● Developed and managed global Member Growth Playbooks, incorporating best practices for driving member enrollment and engagement while being mindful of budget constraints and operational efficiencies. ● Led data-driven experimentation across multiple channels to continuously optimize campaign performance, reporting insights and recommendations to leadership. ● Owned and refined member growth processes, ensuring alignment between internal stakeholders and external partners, and ensuring the consistent achievement of KPIs.

• Senior Manager, Digital Marketing Automation · Verily Life Sciences (Alphabet)06-01-2020 – 01-31-2023

  ● Interim Onduo Marketing Ops team lead for a team of 6 internal employees and 5 consultants ● Launch 5+ multi-touch, multi-channel enrollment journeys/month in SFMC to drive enrollment and engagement; managed 150+ active journeys total ● Optimized enrollment campaign performance through A/B and multivariate testing ○ + 90% lift in member response when using a personalized member card in direct mail ○ + 78% lift in program registration rate due to A/B testing landing page ○ + 40% in email CTR (click-through rate) due to A/B testing enhanced active choice ○ + 24% increase in email Open Rate by A/B testing subject lines

• Digital Marketing Manager · Scenic Luxury Cruises & Tours06-01-2019 – 05-31-2020

  ● Lead the website and paid media strategy for all brands in the U.S., including SEO, web analytics and all digital reporting – with a focus on growing lead database and website traffic o Launched new social channel @scenic.eclipse ● Led GTM digital launch for 2 new product brands in the US

• Digital Marketing Analyst · Avalon Bay Communities, Inc.05-01-2017 – 06-30-2019

  ● Managed up to $1 million in monthly marketing funds ● Owned acquisition and experimentation across digital channels, driving improvements like: o 50% increase in new website traffic from paid search YOY o 14% increase in owned traffic YOY (organic) o 7.5% lift in retargeting conversion from Facebook remarketing ads o 5% lift in automated email journey conversion

• Sr. Manager, Client Success (SaaS Marketing Platform) · Magnetic/MyBuys (acquired April 2016)09-01-2012 – 11-30-2016

  ● Executed marketing personalization for e-commerce companies in the IR500, including Cost Plus World Market, West Marine, Kendra Scott, PacSun; managed 3 direct reports

• Leadership Development Associate (Marketing, Sales, CS)09-01-2012 – 04-30-2014

Education

• University of Illinois at Urbana-Champaign

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