Marketing Vice President
Resume:
Risa Lee Stokes
Bedminster, New Jersey 07921
***********@*****.*** http://www.linkedin.com/in/risalstokes
PROFESSIONAL PROFILE:
Highly strategic, innovative, results-oriented, senior level marketing
and communications leader with extensive Client-side and Ad Agency
experience. Has proven successes in developing strategies and executing
tactical plans to achieve tightly focused differentiated marketing and
communications campaigns with exceptional results. Strong communication,
operational and leadership skills drives both internal and external
relationships to success.
EXPERIENCE:
Risa L. Stokes Marketing & Communications LLC Current
. Developing independent web based initiative for 2010 launch.
Communication programs - Legal and Medical Practices, Web MD
. 2008 Communication Consultant - Johnson & Johnson Health Care Systems
Inc., ETHICON Inc.- Supply Chain & Change Management.
The Online General Agency 9/2007 - 3/2008
Vice President, Marketing for Insurance Agency start-up
. Developed marketing plan, brand positioning, advertising, offers
and lead generation programs. Led PR and Web development efforts,
SEM programs, created online content and initiated usability
testing.
. Email Marketing offers generated 40% open rate/.5% response rate.
Harte-Hanks Direct 10/2006 - 5/2007
Account Director - Blue Cross Blue Shield of Illinois
. Developed/ implemented Health Insurance enrollment strategies, CRM
programs, marketing communications and data modeling for Medicare
Supplement, Prescription Drug and Individual Health Insurance
plans.
. Managed $2MM DRTV campaign- drove 25% lift in response.
Metropolitan Life Insurance Company 3/1998 - 6/2006
Assistant Vice President - Institutional Group Marketing
Annual budget $10-15MM
. Led Voluntary Benefits Marketing and Communication teams for P&C,
Dental, Long-Term Care, Life and Critical Illness Insurance products.
Developed integrated, data driven consumer marketing enrollment
strategies for the Employees of over 1500 National Employers.
. Strategic lead for P&C Website development and execution of live Web
chat. Drove usability testing to enable consumer friendly site
functionality, consistent brand messaging and facilitate new product
introduction.
Risa Stokes Page 2
Metropolitan Life Insurance Company
Assistant Vice President - Institutional Group Marketing
. Initiated innovative brand architecture research and developed new
P&C brand message, executed in all media - Mail, Email, Online and
broadcast. Results lifted response rates from 2 -12%.
. Launched $10MM multi-media Brand Awareness Campaign. Achieved
established awareness metrics plus a15% lift in multi channel
inquiries.
. Marketing expert on product development team for Critical Illness
Product, currently achieving 10 - 20% enrollment in year four.
. Provided strategic consultation and communication support to Sales
forces, Independent Agents and Brokers. PR liaison on multiple
programs.
. Achieved 10% response lift/ 20% unit cost efficiencies in LTC
marketing.
. Contributed to the establishment of new Voluntary Benefits Strategic
Marketing team - 1998. Operationalized new Marketing model - 2006.
Draft Worldwide 5/1994 - 3/1998
Vice President, Management Supervisor
Clients: Bell Atlantic, Philip Morris, Avis, and American Express
. Led account team responsible for the strategic development and
management of Bell Atlantic's acquisition/retention programs. Included
DRTV, print, radio and direct mail for the Telecommunications
Business.
Lintas: Marketing Communications 2/1989 - 12/1993
Vice President, Account Director
Clients: Citibank, IBM, Johnson & Johnson's Serenity and Acuvue brands,
MasterCard, Diet Coke.
. Direct marketing lead on launch of Acuvue contact lens products.
. Launched IBM PC operating system, set up a direct-to-consumer channel.
Grey Direct 4/1986 - 2/1989
Account Supervisor
Clients: Department of Defense/ Joint Recruitment Program
. Strategic direct marketing, communication plans, and quantitative
response analyses for the Department of Defense.
EDUCATION: State University of New York at Albany - B.A. History
ASSOCIATIONS/ MEMBERSHIPS: Current - National Association of
Professional Women, Insurance Marketing Professionals Group, Web
Analytics Group, e-Marketing Association, Advertising Professionals.
Home Owners Association Board President,
Master Association Executive Committee Member. Direct Marketing Days in
NY Program Advisory Committee in 2006, Advertising Week Panel Participant
in 2005.
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