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New CEO. new direction.
A NYC health care brand wanted to modernize and grow. Tasked with a rebrand in 6 months.
Conducted qual-quant marketing research. Brought on new agency partners. Garnered board approval. Birthed a new brand. Increased brand consideration by 17% in 18 months. Grew 2% market share with clear marketing attribution.
Award-winning modern marketer. Seasoned team leader. Former social worker. Executive maturity with good judgment. Confident, self-aware and low ego.
2 Hermes Creative Awards
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Webby Best Mobile Website
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3 Anthem Awards
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MetroPlusHealth Awards
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2 Hermes Creative Awards 〰️ Webby Best Mobile Website 〰️ 3 Anthem Awards 〰️ MetroPlusHealth Awards 〰️
Optum Care: Growth During COVID
2020 was one of the most challenging years of my life. But it was a true honor and privilege to work in health care.
Here is a 3-minute recap video of my team’s work in 2020.
Transform and Grow Iconic Brands
Financial Services & Health Care Expertise
About Ken
Award-winning modern marketer focused on business transformation to drive predictable business value.
Experience
Deputy Chief Marketing Office, Marketing and Corporate Communications, MetroPlusHealth
Senior Director, Brand and Content Marketing, Optum Care
Vice President, Investment Communications and Content Marketing, Nuveen
Marketing Director, Value-Add Programs, TIAA Global Asset Management
Vice President, Thought Leadership, Pershing, a BNY Mellon Company
Senior Practice Management Consultant, Client: Citi Personal Wealth Management (Pershing)
Marketing Manager, Thought Leadership and Events, MetLife
High-octane strategist -- who can grasp the challenge, conceptualize disruptive marketing strategies, and execute tactics flawlessly.
Marketing Consultant, Broker and Consultant Marketing, MetLife
Marketing Research Analyst, Marketing Research, MetLife
Forbes Contributor
Advancing Modern Marketing Excellence
professional Approach and Style
I was a Social Worker before my career as a marketer. During my time as a Social Worker, I had a keen ear and an innate wonderment about people’s biological-psychological-social factors that drive behaviors. I use my Social Work training everyday in conceptualizing and executing impactful marketing campaigns. My approach:
DISRUPTIVE IDEAS
I have two filters to identify disruptive marketing ideas and narratives: Are we saying something new? Or, are we saying something counter-intuitive? If we answered “yes,” then we are on to something.
EXPRESSIVE EXPRESSIONs
“Two-for-one” or “buy one, get one free?” Which phrase will resonate? The same idea can be expressed in infinite ways. I believe the expression of the idea needs to fit the message and media. For example, the digital experience should be more nuanced than the in-person sales pitch.
EMPATHY
“Go where the client is.” is a common phrase used by Social Workers. When I am tasked with a challenge, I listen with an empathic ear to identify the business challenge, synthesize points of differentiation and construct strategies.
RESEARCH-DRIVEN
I’ve directed over 100 groundbreaking studies and marketing campaigns. Each go-to-market approach is always grounded in primary or secondary research. This anchors programs with facts and insights. My first marketing job was also in Marketing Research.
RESULTS
ROI is everything. ROI is not just $$. It’s also a return on community and environment. What did the numbers say? What went well? How are we impacting the world? How did the team feel?
“And suddenly you know... It’s time to start something new and trust the magic of beginnings.”