Performance Marketing & Product Development Operations
+15% LEADS GENERATED
-10% CUSTOMER ACQUISITION COSTS
2 GOVERNMENT HEALTHCARE PRODUCTS
PROJECT BACKGROUND
GTM Companies provides administrative support and a proprietary CRM to service providers assisting U.S. Military Veterans with the V.A. disability claims process. Facing increased regulatory challenges, GTM sought to develop a software platform to streamline the claims process for veterans while increasing leads and profits for affiliate service provider partners to support expansion efforts.
Objectives
Develop a high-fidelity government-healthcare software prototype.
Increase marketing-qualified leads by 10%.
Approach
As a Product Marketing Manager, I led digital marketing campaigns across 10+ brands and coordinated software product development across 3 teams. Collaborating with executives, software developers, and marketers, we conducted user research to craft a value-driven user experience and digital interface. As product lead, I worked with software development, researchers, and designers to create two tailored prototypes addressing consumer and health provider needs. As marketing lead, I managed a performance marketing team to optimize paid search campaigns and refine strategic landing page content to boost marketing-qualified lead generation while lowering customer acquisition costs, achieving measurable growth and operational efficiency.
Performance Marketing Operations
Leading the GTM marketing team, I managed multi-funnel marketing campaigns across organic-social, paid-social, Google ad, Bing ad, and email for 10+ brands with communities over 100k. Our work resulted in 15% increase in annual leads generated and 10% decrease in customer acquisition costs.
Product Operations
Collaborating with executives, software development, and service provider leadership, I led operations and process design to research, design, and build DBQ-Pro and DBQ-Doc, a two-sided healthcare software platform connecting disabled veterans with care providers with an innovative benefit management system.
Using process design and design thinking workshops, I lead multi-department product development across market research, wireframing, user testing, high-fidelity prototyping, front development, back-end development, and executive approvals.
Product Design
Collaborating with 12 veteran staff members at GTM Companies, we conducted user research to identify key pain points and shape the user journey. After testing two phases of wireframes and achieving a 90% satisfaction rate, we developed a high-fidelity prototype for the development team.
Working closely with developers, service providers, and health professionals, we resolved capability constraints, ensured regulatory compliance, and developed a preliminary brand strategy for DBQPro, .
