Healthcare marketing leader
Resume:
Larry Salazar
EMAIL: ************@*****.***
LINKEDIN https://www.linkedin.com/in/larrysalazar/ BLOGS https://www.sailpoint.com/blog/author/larry-salazar/ PROVEN HEALTHCARE MARKETING LEADER WITH HISTORY OF TRANSFORMATIVE RESULTS
EXPERIENCE
Director of Product Marketing 2019 – Present
HealthEquity – A financial services provider of SaaS health benefits solutions (Health savings accounts, flexible spending accounts, health reimbursement arrangements, investments)
• Matured and streamlined product marketing to boost efficiency and effectiveness o Enabled Marketing to manage twice the number of product launches by overhauling GTM and product launch processes
o Enabled Sales to compete far more effectively by introducing a dozen new competitive battlecards, which received a user approval rating of 95%, and active use by 84%. o Enabled all Marketing, Sales, Account Executives, and Channel Partner Managers by developing multiple buyer, user and partner personas within their buying center to identify business pains and key solutions messaging
• Drove product engagement by directly overseeing the launch of a major new product and enhancement to several others
o Product A: Increased the number of active product users by 3X o Product B: Captured 26 new client organizations
o Product C: Doubled the number of user sign ups
Sr. Product Marketing Manager/Sr. Market Segment Manager (Healthcare, Higher Ed, Government, Financial Services and 3 other verticals): 2016 –2019
SailPoint – Cybersecurity software and SaaS solutions firm
• Instrumental in shaping business strategy by laying the blueprint for driving growth through vertical markets o Facilitated growth of healthcare vertical practice by 50%+ in 1st year, 40%+ 2nd year o Developed go-to-market (GTM) plan, marketing campaigns and the product roadmap, which outlined a strategy to integrate our solutions with key EMRs/EHRs to triple SailPoint’s access to the healthcare market. By time of my departure, we achieved integrations with Epic and Cerner EMR/EHR systems and were working on MEDITECH and InterSystems (specifically for international healthcare markets). o Developed vertical campaigns that delivered 300% more MQLs compared to company-wide campaigns o Helped supercharge average healthcare vertical sales to reach 2X that of the company average o Expanded healthcare vertical marketing to the UK and began exploring 2 other geos o Based on the success achieved in healthcare, I became responsible for 6 other vertical practices including the SLED (state and local gov and higher education) business, which increased revenue by 3X Vice President of Marketing: 2015 - 2016
CaptureRx – SaaS firm providing healthcare compliance solutions
• Established a comprehensive approach to rebuilding an ailing brand o Launched new product designed specifically for a new market segment o Devised and launched program to regularly gauge and improve customer satisfaction, and leverage clients to help tell our brand story
o Established the foundation for a fully capable marketing function Dir./Head of Global Marketing: 2012 – 2015
KLAS Research – Healthcare technology research firm focusing on EMRs/EHRs and other health IT systems and serving healthcare provider organizations and healthcare IT vendors (ex. Epic, Cerner, MEDITECH, etc.)
• Developed from ground up, high performing marketing and product management functions to o Increased overall engagement of KLAS products by 40%+ for 3 consecutive yrs. Larry Salazar
EMAIL: ************@*****.***
LINKEDIN https://www.linkedin.com/in/larrysalazar/ BLOGS https://www.sailpoint.com/blog/author/larry-salazar/ o Oversaw development and launch of two new products: 1) New mobile application exceeded adoption forecast by 120% 2) Overhauled research/report product that doubled market demand (on average) o Helped drive record profit margins in final year of tenure Vice President of Marketing: 2009 – 2012
Equation/nThrive – Healthcare physician BI/analytic solution provider catering to healthcare provider organizations
• Instrumental in helping achieve unprecedented growth YoY o Drove 54% growth in revenue during tenure
o Helped increase customer base by 34%
Founder and Principal: 2007 – 2017
PersonaSense – Market research, demand generation, brand consulting. At certain periods, this was full time.
• Provided marketing services for various SMBs including an ambulatory EMR/EHR vendor Marketing Communications Product Acct. Mgr.: 2005 – 2007 3M Health Information Systems (B2B)
• Oversaw demand gen. for software suite of health IT products/services such as medical coding, groupers, data dictionary, and related consulting work
o Drove marketing efforts to help sales exceed a $20M annual software and services goal in only 3 quarters
CAPABILITIES
• Build, scale and lead high-performing, data-driven marketing teams
• Define go-to-market (GTM) strategies, positioning, messaging
• Produce effective marketing and sales content
• Drive significant B2B market demand through integrated plans o Deep experience with a broad media mix (email, online and offline advertising, online and offline events, SEO, social media, customer evangelization, etc.)
• Optimize resources to drive high returns
• Identify and leverage channel opportunities
• Acquire, synthesize and apply customer/market insights TRAINING
• BA, Communications (journalism) – Brigham Young University 1994
• Trained Crucial Conversations, Oz Principle, corporate leadership at Boeing and 3M
• Photoshop, Qualtrics surveys and site intercepts, video editing, MS Office suite ACCOLADES
• 2017 Leadership award from SailPoint
• 2012 Rookie of the Year from KLAS
• (2) 2006 and 2007 Excellence in Leadership from 3M
• (4) 2003 and 2004 Crystal Communicator Award – 3rd party award for advertising and publication
• (4) 2001 and 2002 APEX Award – Awarded by third-party organization for collateral and videos
Contact this candidate