Senior Marketing Analyst · Blue Cross Blue Shield of Michigan
I build the under-65 campaigns that help Michiganders find, choose and actually use their health coverage: Open Enrollment, Special Enrollment, Welcome and Member Engagement, in Salesforce Marketing Cloud, tested and measured end to end. By night I choreograph high school musicals, which turns out to be the same job with better music.
2022 Top Performer
Health Plan Business
Salesforce Marketing Cloud
Journeys · Intelligence
OEP email · open rate
38.6% ▲ 7.4 pts
Sample data · non-production
In the toolkit
For hiring teams
Seven years running campaigns where every message clears regulatory review and the deadlines are fixed by the enrollment calendar. Six ways that changes the outcome for your team.
Acquisition campaigns timed to the moment people buy, segmented and sequenced in Marketing Cloud.
On the resumeOpen & Special Enrollment campaigns driving new health-plan enrollments and ROI
See the campaigns →Onboarding and engagement journeys that turn a new customer into a retained one.
On the resumeWelcome & Member Engagement campaigns for customer retention
See the lifecycle work →One KPI framework across digital and traditional channels, reported the same way every time.
On the resumeReporting frameworks & dashboards in Salesforce Marketing Cloud Intelligence
See the dashboard →A standing test program, so creative and messaging improve on evidence, not opinion.
On the resumeA disciplined testing approach with internal teams and vendor partners
See a test readout →Every campaign on one agile framework, from brief to launch to optimization.
On the resumeOversees an agile framework for all marketing campaigns, initiation to completion
See the process →Newsletters and same-day alerts that keep the field and the executives on one message.
On the resumeMonthly newsletters and alerts to enterprise stakeholders and Sales agents
See how it runs →The campaign portfolio
Every card is built on a line of the resume: the campaign types are real, the names, creative and figures are generated for this preview. Open one for the brief, the idea, the execution and a mock of the hero email.
The control room
The reporting frameworks behind the campaigns: KPIs across digital and traditional channels in Marketing Cloud Intelligence, a funnel for every journey, and a test cell on every send. Switch between seasons.
Coverage, Your Way · OEP
+14%
Enrollments YoY
−11%
Cost / enrollment
5
Channels live
Journey funnel
100%
Delivered
38.6%
Opened
7.9%
Clicked
3.1%
Quote started
1.2%
Enrolled
Channel mix · share of conversions
Subject-line test
+7.4 ptsA“Open Enrollment is here”
B“Your 2027 plan is 3 clicks away 👀”
Open rate by variant · 10% holdout
How a campaign runs
Every campaign runs through the same framework: four lifecycle phases, worked in two-week sprints, with the compliance review built into the sprint instead of bolted on at the end. It’s how an Open Enrollment season ships on time and keeps learning while it’s live.
01Small batches
Ship the first email, learn, then build the second. No six-month launches.
02Tests over opinions
Every send carries a test cell. The data settles the debate.
03Compliance in the sprint
Regulatory review is a checkpoint mid-sprint, not a wall at the end.
04Retro feeds the brief
What we learned this sprint is written into the next brief.
The lifecycle · pick a phase
Identification → design → deployment → optimization, and back again
Phase 1 · Identification
Artifact
The creative brief: one page, inspired, not exhaustive
Gate to the next phase
Brief signed off by stakeholders
One sprint · two weeks
15-min daily stand-up
Sprint planning
Pull from the backlog, commit
Build · write · design
The work itself
Compliance checkpoint
Regulatory review, mid-sprint
Review
Demo to stakeholders
Retro
What to keep, what to change
The retro’s changes go into the next sprint’s planning. Repeat until the window closes.
The board · OEP sprint 4
Sample data · non-productionBacklog3
SEP · new-baby journey
LifecycleAgent Pulse · Dec issue
InternalWelcome email 4 refresh
LifecycleThis sprint2
OEP email 3 · deadline push
AcquisitionPaid social · profile ads
AcquisitionCompliance review2
OEP direct mail v2
AcquisitionSMS copy · moved journey
LifecycleLive1
Subject-line test · OEP 2
TestLearned1
Benefit-led beats deadline-led
TestThe role
Miss the window and someone goes a year without the right coverage. Every campaign she runs is timed to one of these clocks, and most of them are running at once.
Open Enrollment
Nov 1 – Jan 15 · the season
Special Enrollment
60 days from a life event, all year
Welcome
First 90 days of every new member
Member Engagement
Retention between seasons
Agent newsletter
Monthly, plus same-day alerts
Windows follow the public ACA marketplace calendar; lanes are the campaign types on her resume.
“I’m at my best turning big-picture goals into meaningful, actionable work.”
Beyond the office
On a stage, in a network, at a fundraiser, on a 5K course: the same work as the day job (a story, an audience, a deadline) for an audience that isn’t buying anything.
“Staying connected to my passion for theatre doesn’t pull me away from my career. It sharpens it. Creativity fuels strategy. Collaboration builds stronger teams.”
On stage
Bedford Public Schools Theatre Arts · 2024 – now
Sharpens: storytelling · timelines · teams
Bedford Theatre
Footloose
2026
Bedford Theatre
SpongeBob the Musical
2025
Bedford Theatre
You're a Good Man, Charlie Brown
2024
In the network
Blue Cross Blue Shield of Michigan · 2021 – 2024
Sharpens: Strategy · leadership · mentoring
In the community
Miss America Organization · Michigan · 2018 – 2019
Sharpens: Public speaking · fundraising · message
For the cause
Ovarian Cancer Connection · Toledo · 2014 – now
Sharpens: Event planning · empathy · advocacy
Where she works
Home base in Clarkston, the office in Detroit, the theatre program at Bedford Public Schools.
Open to conversations
Or email davis15mt@gmail.com