Areas of Expertise
Product Development and Launch
I have managed the marketing aspect of several successful product launches, including market assessments, competitive overview and customer research. Most recently I managed several aspects for one of the nations's leading Medicare prescription drug plans. Additionally, I managed a patient education line for the American Heart Association. This included all aspects of promotion and distribution.
Marketing and Communications
For most of my career I have succeeded by making complicated ideas understandable to customers/patients. My strengths come from deeply understanding how a product will be perceived and received by it's users. I think the most successful products think of their customer first.
As data-driven marketing continues to evolve it is key that you implement ways to improve and qualify your data. I built a team that did pre and post production validation including issue identification. We were responsible for short term remediation, but then worked with our IT and data teams upstream for long term resolution.
- Health Sectors
- Healthcare Delivery, Pharmaceuticals, Payers
- Markets, Health Indications, Health Issues
Fractionalized Chief Marketing Officer
Jennifer Foster Marketing | June 2014 - Current
Offering small businesses a customizable, strategic set of solutions to achieve their marketing goals. I work on a project-by-project basis, meaning no retainers and no long-term commitment. I can work with current marketing teams or in place of them. My delivery is in a 30-60-90 day Plan. 30-day Market and Product Research Phase Market research sounds overwhelming but a few hours of compiling some data will give us a solid foundation on which to build the Plan. This will look at what products you offer (or want to offer), what types of competitive or alternative products are in the same advertising, direct mail and online space you are. 60-day Messaging and Outreach Implementation Phase This is the “rubber meets the road” phase! At the 30 day mark, I’ll present you with a formal plan that covers the next 30 days. Here we’ll revise web sites, check SEO, conduct a new direct mail campaign all within your approved budget and time constraints. 90-day Measure and Refine Phase At the end of the implementation phase I will present you with a full report on the activity. We’ll look at what worked, what didn't, what can be kept and what needs to be tweaked. There will be actionable items included that again can be used by you or your marketing team or that feeds into a repeating marketing cycle with me.
Director, Fulfillment Operations (Quality Assurance)
CVS Caremark Corporation | March 2013 - May 2014
Served as a member of Senior-Management SWAT team dedicated to sanction related recovery and remediation. My key initiative was to very rapidly build and launch a Quality Assurance team to ensure timely and accurate (data-driven) beneficiary communication. In this role I developed timeliness metrics as well as stratification of the most common errors for the purpose of process and systematic improvements. I hired, trained and developed goals for a team of 32 professionals in approximately 90 days.
Director, Marketing and Communication Regulatory
CVS Caremark Corporation | September 2011 - March 2013
Responsible for reviewing and editing all beneficiary-facing communication and marketing; ensuring federal (CMS) and state insurance regulatory compliance as well as overall clarity and reading level. Often called upon to facilitate and resolve compliance questions both internally and with the CMS regional office personnel. Provided guidance and recommendations for client (health plan) marketing teams, including on site visits with several key clients. Key accomplishment was the the development of several marketing initiatives, such as online delivery of member materials that then served to aid CMS in drafting their official guidance.
Director Beneficiary Marketing and Communications
CVS Caremark Corporation | January 2004 - September 2011
Develop and manage brand integrity for Top 10 Medicare Prescription Drug Plan. I was responsible for writing and editing all beneficiary-facing communication including development of a sophisticated online advertising strategy (PPC & SEO) to support key initiatives and drive overall enrollment and online business development within strict budgetary constraints. My team implemented an online library for consumer facing materials; directed and project managed annual plan communication projects for 1 million members.
Manager, Corporate Marketing
AdvancePCS (Caremark Rx, Inc | November 2001 - January 2004
Responsible for all areas of project management associated with corporate priorities including direct mail, national advertising and media placement, client (B-to-B) communication and outreach, member (B-to-C) communication and outreach, online product development and marketing, trade shows and market research Directed the development of a business-to-business direct mail campaign designed to increase pull-through as well as increase overall lead generation in top strategic business segment; enjoyed 5% success rate Managed the strategic and tactical implementation of web content and functionality across all business unit websites Played critical role in relaunch of a package of service-oriented products including senior management, sales, and account services training and member service representative education and communication Managed multiple project and development budgets, responsible for regular reporting including accruals and year-end estimates. Managed national advertising initiatives including six-figure budget, multi-channel placement and creative development
Marketing & Brand Manager (SaaS)
Digital Convergence, Inc | October 2000 - June 2001
Responsible for overall brand management including SaaS product development, packaging and distribution, consumer (end user) packaging, instruction and training tools, procuring and raising business development opportunities, and online promotional strategy. Establish the user experience as valuable criteria for development, provide brand management/consumer marketing insights while helping to define requirements and accurately estimate needed resources Promote and manage teamwork across functional teams (documentation, development, quality assurance, sales, marketing, executive management) Maintain healthy relationships with field sales, tactical and strategic customers and manage pull/push-through activities at the national account level
American Heart Association | December 1997 - Current 2001
Managed product line of over 80 printed pieces of patient education materials including distribution, promotion, development and maintenance.
The University of Dallas
2001 - 2013
Communications | Public Relations | 1990 - 1994