Kip Beasley

About Kip Beasley

I’m a seasoned marketing leader who builds brands and accelerates growth in complex, fast-moving environments. With a versatile background in B2B and B2C strategy, I build marketing plans that move businesses forward, using data, segmentation, and creative storytelling to deepen audience connection and drive measurable outcomes.My leadership spans full-funnel marketing, brand positioning, lifecycle strategy, and public relations. I’ve led efforts to simplify complex offerings, differentiate brands in saturated markets, and support both launch and long-term adoption. Through this, I’ve delivered meaningful business impact with initiatives such as:• Leading the go-to-market strategy for Affordable Care Act (ACA) plans across five states at Blue Cross Blue Shield, enabling over individuals to secure coverage in a single year.• Developing pandemic response marketing for Aetna across both B2B and B2C segments. Here, I led communications around vaccine access, test kit distribution, and public health guidance to build public trust and help employers and members make informed decisions in a rapidly evolving environment.These successes reflect how I build and lead cross-functional partnerships. I strategically partner with stakeholders to develop value propositions, advertising strategies, and sales enablement tools that clarify market positioning and accelerate growth and adoption. By building strong relationships with Sales, Product, Clinical, and agency partners, I ensure marketing efforts are aligned with real business needs, grounded in subject matter expertise, and commercially effective.Collaboration is also how I help organizations confidently adapt to change. I actively listen to diverse perspectives and bring the right people to the table early, creating space for shared insight on emerging trends. Whether experimenting with AI-powered tools, evolving campaign strategies, or improving team workflows, I embrace collaboration as a catalyst for learning and sustained progress.If you value thoughtful marketing strategy, creative thinking, and meaningful results, let’s connect!

Experience

1. Senior Manager, Strategic Marketing

   Aetna, A Cvs Health Company

   Oct 2018 — Present · Chicago, IL, US

   Brought on to lead GTM strategies for new product launches; expanded into broader strategic roles, including demand generation, pandemic response, regional growth campaigns, and joint venture marketing oversight.• Manage local marketing budget, optimizing spend across vendors and in-house creative teams.• Oversee omni-channel marketing for Banner|Aetna joint venture health plan, including integrated digital campaigns, public relations, social media, and website management.• Shape marketing investments by presenting strategies and translating campaign results into actionable recommendations for senior leadership; lead cross-functional, agency, and vendor teams to advance enterprise priorities.• Drive demand generation and content strategy for B2B and B2C audiences, developing sales enablement tools, broker communications, and thought leadership assets to support member acquisition and retention.• Ensure brand integrity and regulatory compliance by aligning creative efforts with enterprise standards.Select Achievements • Developed GTM strategy and launched Aetna Industry Solutions, fueling new member acquisition and scaling product adoption through targeted demand generation.• Drove increase in member engagement and accelerated adoption of virtual primary care solution over 18 months by executing B2B and B2C campaigns to highlight value proposition across email, SMS, and digital channels.• Boosted benefit utilization during COVID-19 pandemic by leading integrated B2B campaign that delivered 3M+ diagnostic kits and drove microsite visits; created broker and plan sponsor communications to drive awareness and uptake of no-cost testing kits at CVS Pharmacy retail stores.• Fueled adoption of new genetic testing benefit by launching segmented direct mail and email campaign tailored to high-tech employees. Partnered with Analytics to target eligible members and direct them to personalized landing pages.

Education

• Kansas State University

  BS, Journalism

• Loyola University Chicago

  MBA, Marketing

Skills

• Brand Management
• Cross-Functional Team Leadership
• Content Strategy
• Marketing Strategy
• Retail Marketing
• Marketing Communications
• Financial Services
• Management
• Strategic Communications
• Higher Education Marketing
• Creative Strategy
• Blogging
• Lead Generation
• Brand Awareness
• Vendor Management
• Marketing
• Content Management
• Mobile Marketing
• Advertising
• Website Development
• Competitive Analysis
• Creative Direction
• Copywriting
• Strategic Planning
• Content Marketing
• Integrated Marketing
• Market Research
• Paid Media
• Wordpress
• Paid Search Campaigns
• Direct Marketing
• Consumer Marketing
• Corporate Branding
• Public Relations
• Internal Communications
• Media Relations
• Social Media Marketing
• Event Management
• Ppc
• Marketing Management