Jordin Alford
Senior Director Marketing Insights @Florida Blue
Signup · Get unlimited contacts
WORK HISTORY
Senior Director Marketing Insights @Florida Blue
Jacksonville, FL, US
Stood up new Marketing Insights team to support Enterprise Marketing at GuideWell/Florida Blue. 3 direct reports. Work across the GuideWell Enterprise to deliver voice-of-consumer insights, ensuring the consumer is at the center of decision making.KEY CONTRIBUTIONS:• Led development of Annual Marketing Insights Program, as delineated in annual Learning Plan/Research Roadmap process, inclusive of Brand Tracking, Marketing Mix Modeling, Consumer Target Identification, Campaign Optimization and Validation, Copy/Message Testing, and Consumer Emersions to better understand the Florida Blue consumer target, perceptions of the Brand and resonance of marketing/messaging. • Developed Consumer Psychographic segmentation, creating segment profiles and personas to further refine targeted marketing and communications, member retention and profitability. Segment profiles used as the foundation for Enterprise-wide strategic persona creation.• Stood up UX research platform to assessing digital marketing and championed the used of analytical models and ROSI) to evaluate marketing, media and brand sponsorship performance and ROI.
EDUCATION
UNC Kenan-Flagler Business School
Master of Business Administration - MBA, Marketing/Marketing Management, General
UNC Kenan-Flagler Business School
Master's degree, Accounting and Finance
The University of Georgia
Certificate, Data Analytics and Big Data, Data Analytics
The University of Georgia
Certificate, Principles of Market Research
Duke University
Bachelor's of Arts, History
The University of Georgia
Certificate, Principles of Mobile Market Research, Market Research
University of Massachusetts Amherst
Certificate, Leadership Strategy
SKILLS
ABOUT JORDIN ALFORD
Innovative Strategic Marketing and Insights leader, with a demonstrated track record of insight-driven product commercialization, brand strategy & communication, business process implementation and people development in the medical device and consumer industries. Cultivator of new approaches and agile solutions for identifying winning consumer insights and developing strategies that drive share and accelerate growth. Results-oriented self-starter who excels in fast-paced, dynamic environments. Proficient in a variety of Quantitative and Qualitative Research methodologies. Financial sector experience with strong analytical and critical thinking acumen. Master of Accounting and Master of Business Administration degrees.Areas of Expertise Include: Product Commercialization Brand Message Development and Optimization Social Listening / Digital Measurement Claims Identification and Substantiation Programming (Qualtrics) & Analysis (SPSS) Qualitative Moderating Process Innovation Supplier Negotiations & Vendor Management Data Interpretation & Synthesis Building teams; Leading PeoplePERFORMANCE HIGHLIGHTS Led the build-out of the Strategic Insights organization within Medtronic Diabetes; championed the function and set processes, protocols and global methodological standards. Recruited 4 new team members. Led multiple consumer/customer marketing and insights activities to direct product commercialization for over 10 brands, inclusive of positioning, brand architecture, targeting, UX design, packaging, MARCOMs, claims strategy, branding and message optimization. Expertise in Commercial Claims Identification, Development & Validation using market research methodologies to substantiate marketing research claims for use in brand messaging.
This profile is compiled from publicly available professional sources. Unifers is not affiliated with or endorsed by LinkedIn. Request removal of this profile.