Writer. Marketing strategist across multiple industries and platforms.

Vivian K. Elba

860-***-**** ******@*****.*** www.linkedin/in/vivianelba

Marcomm professional building comprehensive marketing programs from strategy through execution. Writer.

Strong portfolio features smart, effective campaigns created for non-profits and Fortune 500s

• Marketing Strategy • Project Management • Advertising • Research, Writing, Editing

• Plain Language Certified • Strategic Planning • Media & Public Relations

• Brand Management• Web Content & SEO • Event Management

• Social Media • Video Production • Digital Strategy • Employee Communications PROFESSIONAL EXPERIENCE

Sun Life Remote Assistant Director, Group Benefits Marketing 2022-2024 (Retired to manage unrelated business part-time)

• Focus on Supplemental Health employee benefits: Critical Illness, Hospital Indemnity, Accident, and Cancer insurance

• Launched new Critical Illness product with new value prop. Created suite of materials and dedicated employee-facing definitions website.

• Revamped all Supplemental Health web content.

• Created custom proposals and sales materials in hand with leadership, Product team, Sales, Underwriting.

• Extensive graphic design conceptualization and production management; social media strategy.

• Duties aligned with prior role at The Hartford.

The Hartford Hartford, CT Assistant Director, Group Benefits (GB) Marketing

(2015) 2018 – 2022 [Aetna Group Insurance was acquired by The Hartford on 1/1/18] Key Accomplishments:

• Developed The Hartford’s first complete marketing strategy for Group Life Insurance. New go-to- market

strategies and ongoing positioning. Employer-, Producer- and Employee-facing content.

• Ongoing collaboration with Life Product, Life Claims, and Value-Add product owners from strategic planning to materials creation and updates.

• Built out Life story and messaging architecture aligned with The Hartford’s corporate philosophy.

• Strategically cascaded story and value prop, leveraging digital trends and tools.

• Leveraged research, data points and case studies to create compelling stories.

• Proposed, developed, and managed new cross-organizational program supporting corporate philanthropy and customer employers/employees. Program allows unique insights into employee population, leveraged by Sales and Stewardship. Ongoing internal training and refinement of data and resources.

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• Researched and developed GB positioning and materials around financial and emotional wellbeing offerings.

• Embedded strategic messaging and plain language throughout all collateral including updated finalist content, request for proposal (RFPs), videos and more.

• Developed content for national external and internal conferences: finalist and other presentation content, supporting materials and activities.

• Collaborated on development, incorporation, and promotion of thought leadership content.

• Committee Member: LIMRA (Life Insurance Marketing & Research Association) Marketing Conference. Aetna, Inc. Hartford, CT Creative Director/Sr. Marketing Project Manager 2015 – 2018 Joined a growing Group Insurance (GI) business team as their first marketing professional and transformed the way Aetna went to market to successfully increase supplemental GI enrollment, resulting in ~$10M annual increases.

Key accomplishments:

• Within 12 months, overhauled all marketing materials, replacing with custom microsites and custom needs and premium calculators.

• Revised all presentation content leveraging plain language, print and digital design theory.

• Improved user experience by converting online consumer facing needs and cost calculator from six screens to a single screen with three versions.

• Created videos, facilitated capability, design and production for custom plan detail videos.

• Secured and managed resources in digital design, graphic design, video production and technology.

• Built internal relationships with IT, Digital Technology, Brand, Marketing, Communications, Legal, Compliance and more to enhance both efficiency and effectiveness. Max MarComm Simsbury, CT Marketing & Communications Consultant 2004 – 2015

• Consultant to businesses in all areas of marketing, strategic writing, web communications and analytics, social media strategy and outreach. Specialty in education marketing.

• Developed and executed marketing plans, language platforms, branding/visual ID, public/media relations, social media strategies, broadcast commercials, direct mail, website design and management, analytics. Art direction, event management and materials, copywriting, comprehensive media plans.

• Clients included Hartford Public Schools’ Journalism & Media Academy Magnet School (CPBN), Granby Public Schools, Intensive Education Academy, Strategic Database Research, Donaldson Group, ESPN, and more.

The Marvelwood School Kent, CT Director, Marketing and Communications 2011 – 2013 The Ethel Walker School Simsbury, CT Director, Marketing and Communications 2005– 2011 Developed “from scratch” marketing, communications and public relations operation, creating new role at each institution.

Vivian Elba, Page Three

Key accomplishments:

• New websites: Designed, implemented, managed and trained contributors. Webmaster.

• Established new branding, graphic identity standards, social media strategy, constituent messaging protocols.

• Built internal consensus and understanding of the critical importance of marcomm; trained colleagues, administrations and faculty to contribute to efforts with outstanding buy-in.

• Web and collateral design, analytics, media planning (increased results, reduced costs).

• Produced and directed new admissions and development materials and processes.

• Developed, executed and oversaw all internal and external marketing and communications.

• Consolidated branding of School, yielding increased admissions, visibility and fundraising results.

• Managed all public/media relations activity, pitched and wrote articles resulting in unprecedented media exposure, including front page locations in regional and hyper-local publications, coverage in national publications, commercial and public television as well as radio, websites and blogs.

• Developed, implemented, and managed extensive media plans for print, broadcast and web. Designed and wrote ads. Designed and executed extensive direct mail programs. Managed vendors, budgets, contracts.

• Proposed and managed extensive quantitative research project resulting in gap analysis to direct School’s rebranding. Designed RFP, vetted potential vendors, negotiated cost, oversaw process. Project resulted incomplete refocusing of marketing strategies.

• Developed, wrote, edited all school publications including admission materials, in-house pieces, direct mail pieces, and letters. Editor-in-chief of biannual 100-page magazine (Walker’s). Destination Connecticut! Avon, CT Vice President, Marketing & Events 2002 – 2006 Designed and managed events and operations for destination management company (DMC) serving Southern New England. Extensive knowledge of Connecticut venues, history and resources.

• Client development, marketing, sales, proposal preparation, tour design, special event management, onsite event and tour supervision, website design, public relations, collateral design, press releases. Nationwide client development. Collaboration with suppliers, destinations, hospitality orgs and corporate clientele.

Sheraton Hartford, Marriott Hartford, Hilton Hartford, Avon Old Farms Hotel 1987 – 2002 National Sales Manager, Conference Manager

National Broadcasting Company (NBC) New York, NY 1981-1987 Associate Director, Production Associate News4 New York, Network Programming, Today Show Education: S.I. Newhouse School of Public Communications Syracuse University B.S. Journalism, Magna Cum Laude, 3.6 GPA

International Center of Photography Photojournalism

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