Suzanne Gibbs

About Suzanne Gibbs

I am a strategic marketing leader, with more than 15 years of expertise in developing innovative B2B/B2C/B2B2C growth strategies and impactful product, brand, and thought leadership campaigns in dynamic healthcare and insurance sectors. Additionally, I am recognized for propelling market expansion and revenue growth through strategic initiatives.My background includes fostering collaboration across teams to achieve organizational objectives, with a strong focus on enhancing customer experiences and brand value. I execute on challenges and maintain a forward-thinking, entrepreneurial mindset aligned with the enterprise vision.I am proficient at using data-driven insights to inform decisions and achieve exceptional results, positioning the organization as an industry leader. A results-driven executive translating organizational needs into revolutionary marketing solutions accelerating change, transformation, and growth.

Experience

1. Senior Director of Commercial & Ancillary Marketing (2021 - Present) Director (2017 - 2021)

   UPMC

   Nov 2017 — Present · Pittsburgh, PA, US

   In this role, I successfully perform in a pivotal executive position, leading strategic marketing efforts forcommercial health insurance and Workpartners ancillary services, driving growth and brand impact. I have doubled the size of the team who support commercial and ancillary business membership through B2B/B2BC/B2C acquisition and retention marketing campaigns, broad/digital media, content strategy, broker relations, and strategic account management. Additionally, I manage a multi-million-dollar advertising budget, optimizing spend for maximum brand exposure.Achieved a 10% year-over-year (YoY) growth in individual and family memberships through an integratedmarketing strategy encompassing broad and digital media, direct marketing, events and sponsorships,and influencer collaborations.Performed thorough market assessments, analyzed market share data, and formulated customizedmarketing strategies for both new market entries and existing markets.Expanded role from commercial group insurance to include Individual and Family insurance, along withWorkpartners’ national suite of ancillary services.Supported the rapid expansion of multiple new health care markets; launching intro & brand awareness campaigns in each market to generate 2M+ brand impressions.Restructured the marketing team to strengthen staff skill sets and operationalize workflow; recruiting new team members and positioning the entire team to gain exposure and credibility with senior leadership.Created new partnerships with business unit leaders, crafting new product and thought leadership messaging along with value stories.

Education

• University of Pittsburgh

  Bachelor of Arts - BA, Communications, English