ABOUT THE PRINCIPAL
GAIL SNOW MORASKI
40 Daniel Road 781-267-6687
Braintree, MA 02184 [email protected]
t
witter.com/alltheroadrung
SUMMARY
Senior Leader and Contractor/Consultant with more than 20 years of online/digital and traditional marketing, communications, and sales support experience in healthcare, financial services, and higher education. Recognized as change agent who readily identifies external challenges and opportunities and strategies to respond to them. Strong track record of proposing and executing new or improved processes/systems to best serve customer/prospect needs. Skilled at synthesizing information in a swift, effective fashion, and identifying need for primary or secondary research. Proficient in survey tool development. Passionate about managing and developing teams through effective work delegation and coaching. Accustomed to managing simultaneous high-priority projects in fast-paced work settings. Experienced in assessing, hiring, and managing creative, research, and fulfillment vendors. Successful at developing and launching integrated consumer marketing campaigns leading to sales growth. Functional Area Oversight; Staff and Budget Management
Marketing/ Strategic Plans
Environmental Assessments
Digital/Online Presence
Brand/Name Development
Internal Communication Plans
Public Relations
Community Outreach/Events
Customer Communications
Complex Project Management
Sales Tool and Materials
Vendor Management
Liaison with IT for Complex Projects
Prospect Tracking & Response
Marketing/Member Operations
Market Research & Analysis
Boston University Graduate School of Management, M.B.A. (Marketing) 1989; Beta Gamma Sigma Honor Society; University of CT, B.A. French (Deuxieme Degre, Universite de Rouen) Magna Cum Laude 1982; Phi Beta Kappa, Phi Kappa Phi, Alpha Lambda Delta Honor Soc.
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KEY ACCOMPLISHMENTS
• Marketing department/sales channel establishment: Established distinct marketing function at commercial bank, and introduced practice of launching monthly/multi-month integrated marketing campaigns at six branches; Conducted research and developed systems/processes, and communication tools to establish broker sales channel at large health insurance carrier – channel now accounts for majority of small and large business sales at insurer.
• Complex project management: Served as liaison with IT to develop system to calculate broker commissions for 500+ insurance brokers; Championed and executed “Broker University”, a win-win seminar series that afforded brokers continuing ed. license credits and insurance carrier chance to provide updates; Developed survey tool to capture benefit preferences of college staff/faculty, used statistical software to track/analyze results, and produced results report for senior personnel; Collaborated with IT to launch, market, and cause provider adoption of Web portal, and wrote user guide.
• Cross-functional committee facilitation: Developed plan and oversaw committee for internal and external communication of company relocation; Project-managed employee wellness initiative: developed charter and project plan for wellness initiative, facilitated committee meetings, ensured schedule adherence, and executed employee surveys.
• Brand/name creation: To ensure selection of most effective brand name for new markets and resonation with market audiences, proposed hiring “naming” vendor to develop and test names, identified vendor, and oversaw senior leadership input and buy-in to adopt recommended name for use outside of employer’s primary market
• Digital/online champion: Obtained senior leader buy-in to launch social media presence, and served as first “Tweeter” for brand; Proposed and oversaw tight schedule to deploy employer’s first prospective member Web vanity URL/landing pages; To achieve tight site launch to support new product and introduce best practices, championed, facilitated selection of, and implemented Web content management system (CMS), and oversaw RFP process to select agency to build site.
• Program launch: Supported 2006 landmark MA health reform through assistance with RFR that caused health plan to be chosen to offer Commonwealth Care program, promoted program via online, PR, and event activities, and developed. employee communications plan; Supported launch of MA integrated care and 2014 Affordable Care Act programs through participation in state-facilitated/internal meetings and oversight of marketing, member and provider material production.
• Process improvement: Championed and developed improved process for responding to and tracking prospect inquiries. PROFESSIONAL EXPERIENCE
BMC HealthNet Plan/Well Sense Health Plan, Boston, MA (served Medicaid, other govt. program members) 2008-2013
Director of Marketing/Director of Marketing and Communications, 2012-2013
• Initially oversaw 13 member-acquisition team and activities, including community outreach (sales) team; upon division restructure, provided strategic direction for 9-member team responsible for traditional and online advertising; member communications; provider communications; public relations; internal communications, and oversaw marketing operations (member fulfillment) activities, including ID, welcome kit, and member extras issuance.
• Maintained integrity of two brands: BMC HealthNet Plan (MA) and Well Sense Health Plan (NH and outside of MA)
• Developed short- and longer-term (multi-year) detailed marketing plans/strategic plans/campaigns. Work included analysis of competitor activity, identification of challenges/opportunities, and recommending online/digital and traditional tactics. GAIL SNOW MORASKI – PAGE TWO
Manager of Marketing and Communications 2011-2102
• Oversaw team of three, plus worked with interns, on member acquisition activities, including marketing collateral development, advertising execution, and Plan’s online/digital presence; managed marketing line (prospect inquiry) vendor
• Recommended marketing activities and oversaw execution; managed creative agency; assisted with strategy documents
Digital Media Marketing Communications Manager 2009-2011
• Managed research analyst and two college interns; Served as digital marketing/media champion and researcher for web as well as other online/electronic activities, such as social media and mobile.
• Made recommendations for improving Web site content and structure and for driving site traffic; worked with IT team and IT-built content management system (CMS) to implement site revisions; Identified need for and worked with IT to implement better Web activity tracking tools and a site search engine; Oversaw online advertising: paid search and display
MARKETING COMMUNICATIONS & RESEARCH CONSULTANT, Braintree, MA 2008-2009
• BMC HealthNet Plan, Boston, MA – Contract Marketing Communications Manager, Marketing Strategy Division
• O.V. Resources of Connecticut, Bristol, CT – established new branding and messaging for commercial real estate firm to emphasize value-add. Implemented first Web site and developed marketing brochure.
• Expansion Consulting, Cambridge, MA – conducted primary and secondary research of potential U.S. distributors, importers, buyers, and manufacturers with whom Italian companies could partner to sell, buy, or distribute their products. NETWORK HEALTH, Medford, MA (served Medicaid, other govt. program members) 2005-2008
Corporate Marketing and Media Relations Manager
• Oversaw and provided direction to team responsible for: Web site/large events, public relations, internal communications
• Wrote/edited CEO and senior leader internal communications, including weekly CEO employee newsletter and Board communications/presentations; co-chaired committee responsible for implementation of off-site quarterly all-staff meeting
• Generated Plan awareness through public relations and corporate marketing activities; developed and executed messages/materials serving multiple audiences, such as corporate Web site and marketing materials; managed PR agency to obtain frequent publicity; generated publicity ideas; worked with Webmaster and used CMS to implement site revisions
BEST DOCTORS (an international medical management company), Boston, MA 2004-2005
Marketing Manager
• Conducted research for and published competitor analyses for use by Company sales force
• Customized contact management system (salesforce.com) to track leads and produce lead reports
• Prepared materials for sales presentations; wrote copy for business and consumer brochures
BAY STATE FEDERAL BANK (now Sovereign Bank), Brookline, MA 1999-2003
Marketing Director & Asst. Treasurer; Performed/oversaw Marketing Asst. on duties of this and below position. 2001-2003
• Managed two-person Marketing Department responsible for promoting Bank’s deposit, loan, and convenience products to customers and prospects; Oversaw Marketing budget for six-branch, $529-million-asset community bank.
• Wrote/implemented integrated marketing plans for campaigns, community events, and branch relocations and openings
• Researched and proposed new marketing opportunities. Lobbied to implement lead-generating billboard campaign
• Reported on current marketing plan at monthly meeting attended by Bank’s Chairman, President, and Bank Officers
• Presented competitor activities at Asset/Liability Committee meetings at which deposit/lending rates were established
Marketing Analyst, Marketing and Business Development 1999-2001
• Composed weekly piece to inform employees of sales/marketing activities; tracked results of employee sales incentives
• Managed integrated marketing campaigns: branch merchandising, statement stuffers, advertising, outdoor banners, web
• Wrote copy for and proposed design of brochures, statement stuffers, advertisements, lobby merchandising and direct mail
• Wrote and distributed press releases about staff promotions/hiring and community activities; coordinated photo shoots
• Coordinated direct mail campaigns; Conducted analyses of customer base and product usage using MCIF I maintained. OTHER PROFESSIONAL EXPERIENCE
• Program Manager, Marketing; Marketing & Compensation Leader, Sales Admin.; Marketing Specialist/Systems Administrator; Administrator; Research Analyst (Contractor), Broker Services, Blue Cross Blue Shield of MA: 1991-1998
• Faculty Development/Human Resources Assistant, Berklee College of Music: 1989-1991
• Account Manager, Market Facts (national primary research supplier): 1989
• Senior Research Assistant; Research Assistant; Administrative Assistant, Fixed Income Research, Fidelity: 1984-1989
• Receptionist/Administrative Assistant, Corporate Banking, BayBank Harvard Trust: 1983-1984
COMMUNITY INVOLVEMENT
Home for Little Wanderers, Jennifer Hunter Yates Sarcoma Foundation, Cycle for Survival, Healthworks Community Fitness
