Personal details
DeAnna W.
Based in: đșđž United States
Timezone: Eastern Time (US & Canada) (UTC-4)
Summary
A strategic marketing executive with a proven track record of driving business growth across DTC/B2B/B2C sectors for Fortune 500 companies, excelling at crafting compelling narratives that resonate with diverse audiences. With over 15 years of experience with key highlights that include digital transformation, restructuring organizations, motivating, inspiring, and nurturing high-performing teams.
Work Experience
Assistant Vice President
MetLife | Dec 2017 - Aug 2023
Communication
Operations
Leadership
Content marketing
Digital marketing
Product Strategy
Integrated marketing
B2B marketing
Brand positioning
- Spearheaded a team of 34 marketers who delivered differentiated integrated campaigns across 32 US Group Benefits products. Orchestrated a comprehensive reorganization of the US marketing team within the Group Benefits organization, aligning resources and expertise to optimize market penetration and product growth across diverse markets and product lines. Transformed the digital strategy to change how MetLife engages with customers.
- Overhauled MetLife's external lighthouse report, âEmployee Benefits Trend Studyâ, and activation campaign, including writing, creative output, data visualization, and go-to-market strategy across paid and owned media channels.
- Streamlined the execution processes resulting in a 60% reduction in the agency roster, a 10% reduction in paper usage, and cost delivery against US sustainability initiatives.
- Built and executed a comprehensive marketing strategy for the Federal Government, resulting in a 10% increase in enrollment for Dental, Vision, and Legal plans, driving $8B in revenue annually.
- Developed a digital demand generation program that generated quality leads for sales and improved distribution team efficiency by 20%, resulting in additional revenue and market share through insight-led value propositions created and executed B2B2C employee communications across 28 products with a $12MM budget.
- Revised and scaled the "Storytelling" process for the Sales Organization, which positively impacted over 80% closing ratio on large-scale deals in the market. Personally closed over $500M in sales, serving as Marketing lead for National Accounts finalist pitches.
- Drove $400M+ in voluntary benefit re-enrollment by partnering with the Marketing Science team to uncover core insights and data to help build differentiating value propositions and claims.
Education
University of Pittsburgh
Master's degreeă»Business Administration
Aug 2002 - Jun 2004
Xavier University
Bachelor's degreeă»Liberal Arts
Aug 1997 - Apr 2001
Personal Projects
Valspar Golf Tournament Luxury Hospitality Captain
2024
Entrepreneurship
Management
Problem Solving
Event Coordination
Crisis management
Critical Thinking
As the Captain for the Valspar Copperhead Club, a new hospitality venue for the tournament, it was my responsibility to concept, brief, manage, and manage a team of interns to welcome and inspire those who paid $1750 per ticket to attend the event. This involved managing security, and ensuring our corporate sponsor Lexus, had the branding, etc they needed for the event. Also, all of our patrons had an enjoyable experience during the tournament.