Product Marketing Management, Marketing Comm., Project Management

Elizabeth A. Genite

http://www.linkedin.com/pub/elizabeth-genite/18/bb1/211

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HEALTH INSURANCE PRODUCTS & SERVICES

Health insurance product professional with broad background in health and wellness products and services development and implementation, marketing communications, proposal content, benefit plan design and plan management, and clinical program solutions for Individual, Employer, Public Sector, Health Plan, and ACO/PCMH organizations. Experienced in risk assessment, pricing, and underwriting of group medical, behavioral health, dental, and pharmacy insurance products. Drive profitable growth, and influencing effective sales and customer service.

SKILLS & KEY COMPETENCIES

Program & Project Management Product Development & Implementation Setting & Supporting Strategy

Product & Service Pricing Legal & Regulatory Compliance Government Form Filing

Financial Analysis Sales & Business Development Marketing & Communications

Vendor Management Proposal Content Development Cross-Functional Collaboration

EXPERIENCE

Cigna 2013 – 2018

Product Development Lead, Core Medical

Responsible for developing, and supporting go-to-market strategies for new product capabilities and improvements for all market segments. Provided marketing and sales support and worked toward issue resolution for medical management solutions and segment specific strategies. Collaborated with marketing partners to develop solution stories, internal and external presentations and marketing communications.

• Developed product scope, roadmap, and financial analysis for case management programs including needs analysis, market research, B2B/B2C marketing/sales collaterals, and RFP library content.

• Spearheaded resolution of maternity program gaps, incentive delivery improvements, and development of proof points, marketing materials, and sales collaterals to support value proposition and ROI.

• Designed and drove development of maternity program digital app from pilot to launch, including press release, marketing awareness strategy and campaign and all sales collaterals, addressing client needs and responding to voice of customer.

• Manages the product marketing repository, web site, training, and communications to the sales and operations teams. Managed ongoing development and refresh of product sales and marketing materials.

Magellan Health Services 2012 - 2013

Product Innovation Manager - Behavioral Health Commercial Markets

Responsible for product development strategies and implementation, including planning, marketing, management, and measurement of behavioral product development across strategic markets. Worked closely with leadership to develop and maintain product vision and strategy. Organized and managed strategic cross-functional teams to develop new products from concept through implementation. Collaborated with marketing on development of internal and external presentations and marketing communications.

• Developed product concept, scope, and financial analysis for autism and care management initiatives, including needs analysis, market research, pricing development, proposal and B2B marketing materials.

• Collaborated with marketing partners to develop proposal language, internal and external presentations and communications.

• Created integrated solutions and tools for ACO/PCMH organizations, increasing membership.

• Developed and implemented new reporting model and customer-facing report dashboard.

• Managed Health and Wellness program vendor bid and selection process.

Elizabeth A. Genite Page 2

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AETNA, Inc., Hartford, CT, 2011 - 2012

Product Development Implementation Manager

Independently managed implementation process for Small Group portfolio of products and programs. Lead project teams, collaborating with business partners to provide project planning and drive issue resolution within aggressive timelines.

• Developed market-specific benefit plan designs for Small Group products and programs.

• Directed development and implementation of product enhancements and expansions.

• Created customer-facing benefit contract documents for product plan filings.

• Conducted ongoing system and document audits to ensure document accuracy.

AETNA, Inc., Hartford, CT,

Product & Regulatory Approvals Consultant 2009 – 2011

Managed individual and business segment product filings. Interpreted, assessed, and addressed impact of Health Care Reform/PPACA legislation to ensure compliance. Facilitated approvals and expedited resolution of issues. Managed compliance activities supporting development and implementation of products and programs. Built and maintained effective working relationships with regulators and internal clients.

• Developed customer-facing benefit contract language for products in Northeast and Mid-Atlantic states.

• Prepared and submitted filings for medical, dental, and pharmacy plans in Northeast and Mid-Atlantic states including PPACA compliance filings.

• Led work groups to develop customer-facing plan language and filings for VEBA government plans, VT and RI Readability, and multiple Individual Local Market plans.

• Managed IVL Product Refresh forms utilized for PA State specific filing.

AETNA, Inc., Hartford, CT,

Business Product Manager 2004 – 2010

Responsible for product portfolio development, enhancement, oversight, and execution of strategy, including standards, infrastructure, availability and communications. Created and implemented market-specific benefit plans and pricing initiatives. Collaborated with marketing to develop Sales, B2B and B2C materials. Ensured systems were designed, implemented, operational, and maintained from product, business, and customer perspectives. Managed operational portion of medical products.

• Directed development and implementation of three new open access products and network enhancements on strategic platform including awareness campaign materials.

• Created custom benefit plans to meet mandates and coverage requirements for all states in Northeast and Mid-Atlantic Regions, including development and maintenance of collaterals and web materials.

• Collaborated with sales and marketing to develop B2B and B2C collaterals and presentations.

ADDITIONAL RELEVANT EXPERIENCE

Senior Sales Consultant, National Accounts Sales Support, Aetna Inc.

EDUCATION AND TRAINING

BS, Healthcare Administration, Charter Oak State College, New Britain, CT

AS, Business Administration, Middlesex Community College, Middletown, CT

Certifications: Health Insurance Customer Service; Leadership in Health Care Administration

Six Sigma Continuous Quality Improvement in Health Care, yellow belt

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