Anthony Layfield

About Anthony Layfield

What do sales and marketing have in common? People. Both industries require a unique understanding of what appeals to and influences the people you’re trying to reach. And just like the people at the center of sales and marketing, a willingness to adapt to change is necessary for organizations to thrive. I firmly believe that to gain this understanding and maintain longevity, companies have to remain data-driven, agile, and committed to working toward a future state that focuses on identifying opportunities for change and growth. As a forward-thinking leader, I’ve developed a commitment to setting visions, building teams, and devising strategies that focus on disruption, innovation, and evolution to meet not only the needs of our consumers but the growth and expansion needs of our company. I have over 15 years of experience utilizing data analytics to increase revenue through innovative sales enablement, physician engagement, and business development strategies. I’m well-versed in growing, leading, and training high-performing teams to identify opportunities to penetrate new markets, expand audience reach, and capture additional market share. Throughout my career, I’ve developed a proven history of developing and optimizing processes to improve agent, physician, and customer experiences to drive brand preference and loyalty. When I’m not working, I love spending time with my family. We love watching sports, mainly soccer, and tracking our favorite athletes. I also enjoy doing DIY home renovation projects, so parts of our house are always a construction zone. If you’d like to connect, please feel free to do so here or via email at a••••••••@gmail.com.

Experience

1. Associate Vice President (AVP), Medicare, Physician & Sales Marketing and Communications

   Humana

   Jan 2021 — Present

   Oversee a 35-person team and $100MM budget to execute marketing and communication campaigns to expand the direct-to-consumer, contracted agent, and physician footprints. ‣ Partner with cross-functional teams across operations, product, and sales to design nuanced, multichannel campaigns to co-market with 300+ network providers. ‣ Improved distributor footprint by 10% year-over-year (YoY) by revamping the sales enablement strategy for +28k sellers. ‣ Consult senior leaders on provider affiliation campaigns, including a toolkit of 30+ product marketing campaigns focused on messaging and value proposition to raise brand awareness. ‣ Grew net promoter score (NPS) by 15% by building an industry-leading sale experience through a segmented, personalized, and automated agent journey. ‣ Collaborated with 5 business partners to increase physician engagement by optimizing the physician communication strategy, including building automation and leveraging paid content. ‣ Drove $1MM in cost savings by implementing Salesforce Marketing Cloud to respond to changing consumer shopping and buying trends by personalizing the experience; increased seller usage by 61%, growing platform sales production by 47%. ‣ Boosted recognition and reward program enrollment by 15% through an automated multichannel marketing campaign, resulting in a 20% increase in sales production vs. unenrolled sellers. ‣ Align marketing strategies across all distribution channels, improving brand perception by highlighting programs and services that support improved health outcomes, cost of care reduction, and enhanced member experiences.

Education

• Morris Brown College

  Bachelor of Science - BS, Business Marketing

  1999 — 2003

• The Johns Hopkins University - Carey Business School

  Master of Science - MS, Health Care Management

• Tennessee State University

  Master of Business Administration - MBA, Marketing Management

  2003 — 2005