Social Media Strategic Marketing

Deborah C. Buck Atlanta, Georgia

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SUMMARY

Senior-level executive with 37 years of marketing experience, 20 years specific to the Group Insurance industry. I have significantly contributed to the growth of businesses through my expertise in developing strategic marketing plans. My innovative and collaborative style has helped me establish solid relationships with internal executives, stakeholders, external vendors, and outside sales partners. I am known as a self-starter, an accomplished and highly motivated business leader, and a person who consistently exceeds revenue objectives. AREAS OF EXPERTISE

- Strategic Planning & Analysis - Project Management - Training & Development

- Executive and Vendor Relations - Digital & Social Media Marketing - Sales Automation

- Competitive Intelligence - Product Development - Brand Management

- B2B and Direct-to-Consumer - Event Planning and Management - Team Leading & Mentoring PROFESSIONAL EXPERIENCE

ATLANTIC AMERICAN CORPORATION®, Director, Worksite Marketing & Operations 1/2019-1/2024 Atlanta, GA

As the Director of Worksite Marketing & Operations, I led the strategic marketing for the Atlantic American Group Insurance business unit, resulting in $13.80 million in sales (NBAP), or 180.3% year-over-year growth for 2021.

• Developed the newly created brand's value proposition, product positioning, and visual guidelines to support sales for our portfolio of Accident, Hospital, Critical Illness, and Disability products

• Created the go-to-market strategy and a solid talk track for new sales producer collateral and onboarding training materials. Developed and implemented a comprehensive training program for new sales producers, resulting in a 30% increase in sales productivity within the first six months

• Manage multiple marketing and cross-functional projects simultaneously, resulting in successful outcomes and within budget

• Led the Creative Services team and mentored employees on industry best practices, developing strategies to promote our products while aligning content and messaging with the brand's value proposition and identity utilizing diverse communication channels, such as SMS CIGNA HEALTHCARE, U.S. Business Segment Marketing Manager-Enterprise Voluntary 1/2018-10/2018 Remote

As the Manager for Cigna’s U.S. Enterprise Voluntary (EV), I created an annual marketing strategy that would complement each Cigna’s Center of Excellence, i.e., Core Medical & Disability business plan, using an in-house marketing team resulting in $10.5M ahead of initial 2019 projections.

• Developed the annual strategic marketing plan and budget to support Cigna’s U.S. Life and Health businesses, ensuring each segment's growth projections were met, representing $41M of in-force premium and $27M of annualized sales in 2017

• Performed in-depth assessments of new and emerging market intelligence to distill critical insights to inform and contribute to an annual Enterprise Voluntary Product Roadmap

• Developed and maintained the overall value proposition and market message for all distribution channels of Cigna's U.S Enterprise Voluntary business

KEMER LIFE & HEALTH, Director, Marketing Communications 2/2013-1/2018 Oklahoma City, OK

As the Director of Marketing Communications at Kemper Health, I created the strategic marketing plan to launch Kemper’s voluntary products division, which includes an extensive portfolio of eleven life and health products.

• Developed the value proposition for the voluntary business unit of Kemper Benefits to support corporate growth goals, resulting in $23 million of annualized sales by year three, 2016

• Managed an outside creative services agency to execute the yearly marketing plan through the innovative development of product and sales collateral, digital marketing, convention activation tacts, and sales and product training course

• Collaborated with our outside agency to prioritize workload capacity, leading to the delivery of impactful results, including analyzing the effectiveness of marketing tactics and activities

AMERICAN INTERNATIONAL GROUP (AIG), International Director of Marketing 12/2009-11/2012 New York, NY

As the International Director of Marketing for AIG’s Accident & Health (A&H) products, I developed the strategy and implementation of A&H’s online D2C business, which resulted in a new revenue of $23 million in 2011.

• Managed and advised the international in-country marketing staff in creating, building, and launching ten new websites, increasing D2C sales of Accident & Health products by 9%, 2009 over 2010

• Responsible as the point of contact for AIG’s global NAC (Not-at-cost) insurance program with MasterCard’s Member Solutions business division, which produced annually more than $25M

AMERICAN INTERNATIONAL GROUP (AIG), Manager, Research & Competitive Intelligence 1/2006-6/2009 Neptune, NJ

I created and managed a new Research and Competitor Intelligence department for AIG’s Group Benefit Solutions division.

• Researched our competitors, industry news, and market insights, then synthesized the information into a quarterly report distributed to the senior executive team, which aided in their annual planning for the Group Life/Health products, resulting in $854M in sales in 2007

• Created newsletters for the internal sales team and outside producers to give them a short list of bullet items to relay our competitive advantage.

AMERICAN INTERNATIONAL GROUP (AIG), Marketing Coordinator 11/2002-1/2006 Neptune, NJ

As one of three Marketing Coordinators at AIG’s Employee Benefit Solutions home office, I was responsible for marketing content, product collateral, and advertising for AIG's Life Insurance products.

• Administered the Group Business’ CRM software, salesforce.com, which contained the data of 60,000 producers, allowing the creation of segmented and targeted marketing campaigns

• Managed a $1,000,000 advertising budget to promote AIG’s Group Life and Health, collaborating and working with an outside national agency

EDUCATION

Bachelor of Science, Advertising Design 1988

University of Maryland, College Park, MD

AWARDS

Atlantic American Corporation® Hilton H. Howell Chairman’s Award 2022 The Hilton H. Howell Chairman’s Award recognizes company employees who have gone above and beyond to make a positive contribution through their attitude, consideration, willingness to help, and the ability to work with their colleagues to better our corporate culture.

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