Michele Nilan

About

With a Bachelor of Science in Fashion Merchandising and Marketing from Northern Arizona University, I have built a robust career in marketing, specializing in healthcare and consumer brands. As the Marketing Senior Manager at Centene Corporation, I spearheaded the creation of a new marketing organization, leading to a 41% revenue increase for Ambetter Health. My tenure at Global Medical Response saw a 38% rise in annual membership revenue, thanks to strategic marketing initiatives and a 1708% ROI. At Zounds Hearing, I managed a direct mail program, enhancing business efficiency through data-driven strategies. Previously, as Director of Marketing at InWithSkin, I developed innovative multimedia programs and partnerships, boosting sales and digital engagement. My expertise lies in crafting comprehensive marketing strategies, managing cross-functional projects, and driving measurable results while maintaining brand integrity and compliance.

Experience

• Marketing Senior Manager, Consumer Brands (Ambetter Health) · Centene Corporation12-01-2022 – 05-01-2024

  Hired as Marketing Senior Manager, as Centene Corp. (a Fortune 25 organization) built a new Marketing Organization for Centene, from the ground up. Developed and executed comprehensive marketing strategies aligning with business objectives, driving measurable results, and advancing organizational goals. Managed complex cross-functional marketing projects, from initial concept to launch, ensuring timely and quality delivery. Developed standard processes and procedures for Ambetter Health, ensuring all marketing materials were reviewed and approved by Corporate Compliance and State health plan stakeholders to meet Department of Insurance regulations. Generated a record-breaking revenue year for Ambetter Health (an increase of 41% over the previous year). Led and influenced teams, including external contractors and third parties, to deliver flawless execution of marketing initiatives, including managing multiple agencies (creative, production, and media buys). Demonstrated leadership by inspiring trust and confidence in team members, and maintaining professionalism and confidentiality. Protected the brand with consistent messaging and ensuring the proper brand guidelines are followed.

• Manager of Marketing · Global Medical Response10-01-2015 – 08-01-2022

  Corporate Manager of Marketing, working with Fire and Air brands, in Emergency Medical Services. Applied in-depth healthcare marketing knowledge to develop strategies that resonated with target audiences and supported business objectives. Contributed to brand strategy development, ensuring alignment with major brand standards and business goals. Utilized strong quantitative skills to evaluate market research, measure campaign performance, and adjust strategies for optimal impact. Demonstrated critical thinking and problem-solving abilities, developing innovative marketing solutions. Increased effectiveness of customer retention by optimizing channel communication with members. Augmented net membership by over 38% in annual membership revenue (over $19M). Cultivated a 1708% ROI and a cost per acquisition of less than a $15 average by measuring, studying, and reporting on marketing campaign effectiveness and ROI. Adapted effectively to a fast-paced, changing environment, consistently meeting deadlines. Elevated and protected the Global Medical Response brand and message by implementing strategies like organic social media, interactive sales tools, and a customer portal.

• Senior Marketing Analyst/Direct Mail · Zounds Hearing, Inc. Tempe AZ11-01-2014 – 08-01-2015

  Displayed exceptional expertise in measuring, analyzing, and reporting on marketing media effectiveness and ROI. Managed Direct Mail marketing program, using zip code-specific performance, and working directly with Direct Mail vendors. Ensured proper management of a rapidly expanding company by developing report syncing and data portals. Provided up-to-date analytics and recommendations to corporate and franchise stores to evaluate monthly direct mail buys of approximately 1,000,000 pieces. Improved business efficiency by scrutinizing ongoing marketing strategy, through segment research, evaluation of a particular customer's response, and marketing budget.

• Director of Marketing · InWithSkin - a Division of InWithMedia05-01-2012 – 10-01-2014

  Assisted medical aesthetics organizations with marketing and client retention by designing a multimedia program. Created a Professional Partnership Program to provide companies with direct access to medical aesthetics students and industry professionals. Increased sales, web traffic, and digital subscriptions using fresh, creative marketing initiatives. Identified opportunities, informed marketing strategy, and refined product roadmap by conducting ongoing competitive analysis, segment research, and customer insights surveys. Created excitement for digital products by creating email-marketing campaigns, formulating content, developing, and implementing an SEO strategy, and forming industry-specific marketing programs.

Education

• Northern Arizona UniversityBS, Fashion Merchandising and Marketing

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