The Challenge
Manage concurrent B2B conference and membership marketing programs across three departments for one of healthcare's most influential associations - increasing registration conversion, elevating content quality, and maintaining strategic alignment across C-suite stakeholders simultaneously.
What I Owned
Email Strategy
Campaign strategy, execution, and optimization across 5 major programs with A/B testing and audience segmentation
Multi-Channel
In-person conferences, digital, email, and on-site activations under one unified campaign strategy
Content Production
On-site photography direction and asset curation - assets approved by SVP for 2026 integration
Stakeholder Leadership
Cross-functional leadership with C-suite executives across three departments simultaneously
Campaign Results
- Executive Leadership Summit (ELS) 2025: $253,904 revenue. Average email open rate 22.41% vs. 15-18% healthcare benchmark
- State Issues Retreat (SIR) 2025: $77,985 revenue with +6.1% YoY growth
- Speak at AHIP 2026: 35.57% average open rate vs. ~25% industry standard. Peak 36.33%
- Executive Leadership Program (ELP) 2026: 5,680 emails delivered. 29.15% average open rate
- Content program: 169 registrations driven. 20 photography assets approved for future campaigns
- All deliverables completed on schedule with full transition documentation provided
