Alfonso Alcala

**** ****** ***., *** *******, CA 90045

805-***-**** ac7wzr@r.postjobfree.com

Digital Marketing Director - Expert in Digital Marketing Strategies and Acquisition Marketing

EXPERIENCE

Demand Generation Marketing Manager, Health Net, Woodland Hills, CA 2016 – 2018

Managed relationships and negotiated co-marketing partnerships with medical provider organizations

Negotiated and managed sponsorship agreements and campaigns with sport teams and organizations

Managed Large Business membership acquisition campaign resulting in a 438% ROI and a $1.9M revenue growth

Led and integrated Medicaid Marketing groups into one streamlined organization while developing new group's objectives, goals, re-branding plan, go-to-market strategies, and cross-channel marketing campaigns (web, social media, print, CRM)

Drove Medicaid membership acquisition mail campaign resulting in a 1900% ROI and a $760K revenue growth

Sr. Digital Product Manager, Anthem, Inc., Thousand Oaks, CA 2013 – 2016

Reduced billing operational costs by 5% by overhauling online billing and payment capabilities for member premiums

Grew online membership registrations by 6% month over month on established enterprise member portal website for Health Insurance Exchange (HIX) through the driving of a comprehensive digital Customer Experience (CX)

Once established, grew Spanish online portal membership registrations by 20% month over month

Marketing Consultant, TSCO, Oxnard, CA 2012 – 2013

Online Marketing Manager, BIONESS, Valencia, CA 2011 – 2012

Increased website traffic by 97% and unique visitors by 147%

Increase online marketing (top of funnel) leads by 1980% by driving consumer and healthcare professional acquisition marketing strategies through all channels including: events, email, social media, SEO/SEM/PPC, and online display ads

Drove CRM strategy to improve sales process to reach a ROI of just under 400% in revenue growth

Improved website Google SERP from page 10 to page 1 by creating comprehensive SEO/SEM strategy which ultimately reduced PPC advertising cost by 25%

Drove brand awareness through social media and increased followers by 300% within one year

Converted social media to drive business which resulted in social media originated business to increase to 14% of sales

Director, Sales and Marketing, BLUE CABANA, Oxnard, CA 2009 –2010

Grew sales leads by 100% by improving CRM sales processes and driving acquisition marketing strategy which included tradeshows/event marketing, redesigning website, ecommerce, SEO/SEM, display ads and affiliate marketing

Grew sales by 5% by recruiting, building, and training sales team in improved sales process

Marketing Program Manager, ADVANCED BIONICS, Valencia, CA 2008 – 2009

Improved the ability to attain better measurements and ROI on digital marketing efforts by driving implementation of marketing metrics solutions and web analytics tools

Increased customer satisfaction by 14% by implementing new patient support program

Increased overall sales leads by 25% by launching marketing strategy that included multi-channel marketing campaigns (events, print, email, social media, PPC, and improved public relations efforts)

Principal, Marketing Solutions/eMarketing, AMGEN INC., Thousand Oaks, CA 2002 – 2007

Drove upgrade of enterprise web metrics solutions for improved online marketing campaign measurements which increased performance of campaigns by 10%

Established and grew new interactive marketing department to 10 direct reports to support company growth

Grew annual departmental funding by 500% to support shift in prioritization from offline traditional marketing to digital marketing strategies and programs.

Reduced PPC advertising costs by 20% by eliminating cross product line competition for same PPC keywords as well as implementing PPC best practices, building efficiencies in management of large portfolio of keywords, and PPC campaigns

Grew number of prescribing Oncologist Healthcare Professionals by 10% through successfully launch major CRM strategy for healthcare professionals

Increased customer retention by 50% within a one year time period by driving a successful consumer CRM strategy

Alfonso Alcala

7511 Naylor Ave., Los Angeles, CA 90045

805-***-**** ac7wzr@r.postjobfree.com

Director, Professional Services & Strategic Relations, REVELATION WIRELESS, Mountain View, CA 2001 – 2002

Director, Professional Services, GFORCE SYSTEMS, Cupertino, CA 2000 – 2001

Principal Consultant, PRICEWATERHOUSECOOPERS, San Francisco, CA 1999 – 2000

Sr. Consultant, Andersen Consulting (Accenture), San Francisco, CA 1994 – 1998

Product Manager, Walsh America/PMSI, Phoenix, AZ 1990 – 1993

Develop and successfully launch new prescription data products to help pharmaceutical companies build insight into how their products were performing in the marketplace

Managed product roadmaps and grew product portfolio and delivery methods

Project Manager, McDonnell Douglas, Long Beach, CA 1985 – 1990

EDUCATION

MBA, Global Technology Management, American InterContinental University, Los Angeles, CA 2002

BS, Computer Information Systems, California State Polytechnic University, Pomona, CA 1985

PROFESSIONAL/COMMUNITY INVOLVEMENT, ACTIVITES/HOBBIES

Volunteer work: Habitat For Humanity, Casa Pacifica (at risk children), AYSO Referee

EXHIBIT 1 - SKILLS INVENTORY

Acquisition Marketing

Retention Marketing

Marketing Strategy/Planning

Partner Relations Management

Product Marketing

Product Management

Professional Services

CRM Strategies

Engagement Management

Strategy Development

Demand Generation

Channel Marketing

Field Marketing Support

B2B/B2C

Vendor Management

Customer Experience

Content Management

Content Marketing

Growth Hacker

ROI Tracking

Web Content Management

Multi-Channel Marketing

Brand Marketing

Facebook Marketing

Marketing Analytics

Experiential Marketing

Social Media Marketing

Organic SEO

SEM

PPC Campaigns

Link Generation

PR/Media Relations

Lead Generation

Strategic Partnerships

Strategic Planning

Competitive Analysis

Team Building

Program Management

Market Research

Public Relations

Marketing Management

Direct Marketing

Bilingual - Spanish

Language Translation Management

Database Marketing

Executive Dashboard Development

KPI Analysis

Twitter Marketing Web Strategy

Online Marketing

Digital Marketing

Email Marketing

Web Analytics

Online Advertising

Digital Strategy

Inbound Marketing

Google Analytics

Website Development

Web Marketing

Software Development

Digital Media

Project Management

Interactive Marketing

Outbound Marketing

Keyword Analysis

Conversion Analysis

eCommerce

eBusiness

Sales Experience

A/B Testing

Omniture Analytics

LinkedIn Company Profiles

Contact this candidate