1. … Continued …
NORI POSSAVINO
Cleveland, OH • 412.651.6715 • nori.possavino@gmail.com
SENIOR MARKETING PROFESSIONAL
Account Director  Director, Client Supervisor  Management Supervisor
High-Profile Accounts: American Dental Association (ADA), Gatorade, Propel, AT&T, Sprint,
American Express Gold Card, UPMC Health Plan, KinderCare
Driven and highly respected corporate marketing and advertising agency leader offering 15+ years of achievement in B2B, consumer
acquisition, and retention campaigns instrumental in moving organizations toward profitability. Demonstrated talent capturing
customers’ interest by leveraging integrated marketing methodologies, identifying appropriate communications channels, and
creating relevant and compelling messaging. Career highlights:
 Launched 30+ marketing campaigns to key commercial accounts requiring customized member communications.
 Developed and led 6,000+ marketing communications tactics with $12.1 million fiscal budget across multiple channels.
 Boosted member engagement 6.5% by developing 40+ education customer relationship management (CRM) campaigns.
 Captured $3.2 account from competitor by fostering strong client relationship and managing to expectations.
Recognized for consistently achieving success. Maximize results by motivating teams to thrive in fast paced environments with ease
in adjusting to shifting priorities. Support teams charged with developing marketing campaigns used to measure success (ROI) and
identify opportunities for improvement. More specifically:
~ Developed Marketing Tactics to Realize ROI
~ Embellished and Approved all Creative Briefs
~ Ensured Channel Readiness
~ Monitored & Analyzed Competitive Marketplace
~ Trained, Mentored, & Supported Employee Development
~ Led Cross-Functional Teams to Consensus
Direct to Consumer Broad Media / Direct Mail Campaigns / Public Relations / Retail / Digital / Social Media / Sales Collateral
Qualitative Research / Lead Generation Testing / Customer Relationship Marketing (CRM) / Targeted Community Outreach
Web Shopping Tool / Physician & Broker Communications / Trigger-Based Email / Print, Radio, & TV Spot Media Campaigns
Test Matrixes / Trade Shows / Rollout Campaigns & Recommendations / Acquire Talent / Write Scripts / Record & Edit Sessions
Budget Management / Account Management / Strategic Development / Client Management / Coach & Mentor
C A R E E R E X P E R I E N C E & K E Y A C H I E V E M E N T S
University of Pittsburgh Medical Center (UPMC) Health Plan, Pittsburgh, PA
One of the nation’s top-ranked health systems. The integrated partner of companies with the UPMC Insurance Services division offers a full
range of individual and group health insurance, Medicare, Special Needs, CHIP, Medical Assistance, behavioral health, employee assistance,
and workers’ compensation products and services to 2+ million members.
Senior Manager, Campaign Management & Marketing (2012 – 08/2014)
Direct Reports: 7 – campaign managers; Budget: $12.1 million (print, broad media, social media)
Collaborated with Senior Marketing Manager to ensure all marketing campaigns achieved commercial and individual business goals
and strategies. Strengthened and presented marketing campaigns to cross-functional teams, including sales, account management,
member services, product, product administration, public relations, social media, Web marketing, IT, compliance, and legal.
 Strategic Team Leadership – Oversaw strategies supporting $54.1 million in sales, including team charged with developing
acquisition and member communication campaigns across all lines of business.
 Multimillion-Dollar Campaigns – Directed and managed 6,000+ marketing communications with $12.1 million fiscal
marketing budget across multiple channels to prospects, employers, brokers, members, and network primary physicians.
 Targeted Marketing – Ensured all marketing campaigns achieved commercial and individual business goals by working
collaboratively with Senior Marketing Strategy Manager.
 Customer Satisfaction – Boosted member satisfaction 10% by utilizing key tactics, including a bridge campaign for new
members between enrollment and effective dates and a 90-day welcome campaign to educate on medical plan.
 Member Engagement Tactics – Lowered member deductible and reduced member expense ratio by directing trigger-based
email and direct mail campaigns to engage members in healthy rewards programs.
 Technology Implementation – Strengthened business capabilities as lead campaign marketing representative on work
group charged with developing and implementing new technology programs (member preference center, SAS campaign
management tool, digital asset management system, SMS campaigns, and MarCom Central [marketing asset portal]).

2. Nori Possavino • 412.651.6715 • nori.possavino@gmail.com Page 2 of 2
Advertising & Marketing Communications, Pittsburgh, PA
Professional consultancy firm focused on strategic marketing for direct-to-consumer regional retail clients.
Advertising & Marketing Communications Consultant (2009 – 2012)
Hired to drive traffic and ROI by creating and executing long- and short-term integrated marketing plans, steering branding
initiatives, developing strategic plans, and crafting up-sell campaigns. Executed print, radio, and TV spot media campaigns; acquired
talent, wrote scripts, and supervised production, recording, and editing sessions..
 Creative Expert – Provided creative direction for offer-specific SEO, social media campaigns, web content, and offer-specific
landing pages.
 Event Leadership – Planned and managed on-site customer events, including invitations, signage, entertainment, catering,
silent auctions, and follow-up sales communications.
The Pipitone Group, Pittsburgh, PA
Pittsburgh’s 11th
largest integrated advertising agency touting $8+ million in annual revenue.
Director, Client Services (2008 – 2009)
Direct Reports: 2 – account executives; Budget: $4 million
Embraced challenging opportunity to manage cutting edge marketing initiatives for 2 high profile accounts.
 Direct Marketing & Cross-Sell Leadership – Developed B2B and B2C direct marketing lead generation and cross-sell
campaigns for Nutrition 21 diabetes supplements, Iceland Health Omega (3 brands), and Allied Barton Security Services
across multiple channels.
 Marketing Leadership – Guided marketing initiatives for PPG Architectural Coating & Glass as well as Iron City Brewing;
provided direction for all print and radio advertising initiatives while developing and executing strategic plans and go-to
market launches.
Green House Communications, Chicago, IL
Integrated marketing communications agency specializing in consumer health care systems.
Account Director (2002 – 2007)
Provided client with strategic direction and marketing campaign development. Established benchmarks to monitor results and
supervised all B2B marketing campaigns for the American Dental Association (ADA).
 Marketing Tactics Achievements – Delivered 16% increase in B2B lead generation and identified new and emerging
markets using creative test formats while staying within $3.2million budget.
 Securing Profitable Accounts – Served as primary lead recognized for capturing the ADA account from competitor based on
positive and productive past relationship with ability to converge ideals into future successes.
Earlier Career Highlights:
Management Supervisor; FCB, Chicago, IL
 Recruited to supervise integrated marketing campaigns for Gatorade, Propel, and Gatorade Energy Bars ($6 million budget).
 Increased B2B lead generation 10% for the American Dental Association insurance product.
 Turned around direct marketing unit performance by providing strong leadership, creating new workflow and reporting
processes, instilling team accountability, and cultivating and strengthening key client relationships.
Account Director; Heinrich Relationship Marketing, Denver, CO
 Orchestrated Macy’s proprietary card, Stars Rewards, communication marketing plan, including cross-sell and up-sell
reward campaigns.
Account Supervisor; The Martin Agency, Richmond, VA
 Facilitated $20 million integrated marketing campaigns for Sprint domestic and international FONCARDs.
 Increased lead generation rates 12% by developing strategic campaigns for KinderCare enrollment programs.
A D D I T I O N A L H I G H L I G H T S
Education: BA, Bachelor of Arts in Communications; John Carroll University, University Heights, OH
Professional Memberships: Direct Marketing Association Member, 1995 to Present