William Ashenfelter: Marketing Consultant in West Hartford, CT

Establish Cigna as a preferred partner to all providers (doctors, nurses, and administrative staff) by creating solutions to make doing business with Cigna easy. Develop strategies and execute on business goals for the provider audience, leveraging insights reports and data/analytics to design initiatives that meet the needs of the business. Increased audience engagement with quarterly provider newsletter content by 35% Managed strategy for digitizing one of the most utilized tools, The Provider ID Card Brochure increasing usage by 11% Implemented two automatic email processes welcoming newly contracted providers and newly enrolled users of the provider website, both delivering relevant information at critical points in the on-boarding process. Both email initiatives produce engagement rates that are more than double the industry average. Drove $100,000+ in cost-savings to Cigna through a small email outreach promoting the use of in-network laboratories

Managed the Lockheed Martin advertising campaign for the Aeronautics division. Managed the Deloitte Recruitment advertising campaign. Responsible for the collaboration and management of all multimedia campaigns; successfully communicating and translating client needs to creative departments for campaign development; leveraging strategic insight to meet campaign goals Leveraged Google Analytics and Deloitte’s proprietary data system to track, monitor and analyze digital reporting for all efforts, successfully tying results back to specific marketing initiatives

Supported the management of a multi-million dollar advertising campaign for the Aeronautics division of Lockheed Martin, including management of the media-buy and placements of print, digital, and OOH materials.