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rebranded metroplushealth in 6 months

An iconic NYC health care brand wanted to become more relevant. 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 12% in 18 months.

Award-winning marketer. Seasoned team leader. Former social worker. Executive maturity with good judgment. Confident, self-aware and low ego.

Website redesign

A new brand must have a new front door. It is the digital handshake. Redesigned the website in 1 year. Visit metroplus.org to see for yourself.

2020 was a year…

working in health care 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.

ESG Investing: Surround sound case example

Challenge: Create brand association that Nuveen is a responsible investing company.

Solution: Launch a surround sound campaign using a trending topic, climate change, and a market event, NYC climate week. Utilize mediagenic research to generate arresting media headlines and delicious clickbait.

Approach: Earned, paid and owned

Application materials

About Ken

Award-winning marketer who has developed more than 100 groundbreaking research studies and marketing campaigns

Experience

Vice President, Brand and Corporate Communications, MetroPlusHealth

Senior Director, Brand and Content Marketing, Optum Care

Director / Vice President, Investment Communications and Content Marketing, Nuveen

Marketing Director, Value-Add Programs, TIAA Global Asset Management

Group Manager, Thought Leadership, Pershing, a BNY Mellon Company

Senior Practice Management Consultant, Client: Citi Personal Wealth Management (Pershing)

Marketing Manager, Thought Leadership and Events, MetLife

Marketing Consultant, Broker and Consultant Marketing, MetLife

Marketing Research Analyst, Marketing Research, MetLife

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:

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 challenge, synthesize points of differentiation and construct strategies.

RESEARCH-DRIVEN

I’ve directed over 100 groundbreaking studies and marketing campaigns. Each paper or campaign 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?