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Nancy Ohnuma
Multichannel Marketing Delivery Expert, Medicare Acquisition Marketing at Blue Shield of California
Professional Background
Nancy Ohnuma is a highly accomplished marketing professional with over 20 years of extensive experience in both B2C and B2B sectors, particularly focusing on managed healthcare and consumer product marketing. She has developed a remarkable expertise in areas such as Medicare and Individual markets, marketing strategy and execution, as well as managing direct response and acquisition marketing campaigns. With her exceptional skills in P&L management and product development, Nancy has consistently demonstrated her ability to exceed performance goals and drive significant growth within organizations.
In her current role as a Multichannel Marketing Delivery Expert for Medicare Acquisition Marketing at Blue Shield of California, she has leveraged her rich background in marketing to create and lead impactful campaigns that resonate with consumers. Notably, she played a pivotal role in surpassing sales targets during the Annual Enrollment Period (AEP), achieving a commendable 30% increase in 2015 and an impressive 73% growth in 2014. Her dedication to enhancing Medicare Advantage plan sales illustrates her strong capacity for developing strategic marketing initiatives that deliver measurable results.
Through her innovative approach, Nancy has successfully developed and executed integrated multichannel acquisition marketing programs aimed directly at consumers. One of her significant accomplishments includes a program that led to a remarkable 53% improvement in conversion rates, a 44% increase in applications, and a reduction in cost per application by 13% compared to the previous year. This highlights her resourcefulness and commitment to continuously improving marketing efficiencies.
Education and Achievements
Nancy holds a Master of Business Administration (MBA) in Marketing with an International focus from Babson College - Franklin W. Olin Graduate School of Business, a prestigious institution known for cultivating entrepreneurial leaders. Additionally, she received her Bachelor of Arts in Economics from Smith College, a renowned women's college that emphasizes both academic prowess and leadership skills. Her educational background has uniquely equipped her with both the analytical and strategic perspectives necessary for navigating the challenging landscapes of marketing.
Throughout her career, Nancy has held various key roles that have further honed her skills and expanded her professional reach. Before her current position at Blue Shield of California, she served as a Product Manager at Bell Sports, where she was involved in the strategic planning and execution of various product lines. Her role as the Women’s Product Marketing Manager at Saucony also allowed her to leverage her unique insights into consumer behavior, further enhancing her marketing acumen.
Prior to these roles, Nancy worked as a Strategic Planning Analyst at Staples, where she gained valuable experience in market analysis and strategic development, helping her to understand the dynamics of retail marketing and consumer demand. Her diverse career trajectory reflects her adaptability and depth of experience in various market segments.
Achievements
Nancy Ohnuma’s career is marked by numerous notable achievements that underscore her excellence in marketing. Her impressive track record includes:
- 30% increase in direct sales for Medicare Advantage plans during the 2015 Annual Enrollment Period (AEP).
- 73% increase in direct sales for the 2014 AEP, showcasing her ability to drive significant growth in challenging markets.
- 53% improved conversion rates through the execution of an integrated multichannel acquisition direct marketing program to consumers.
- 44% increase in applications for Medicare plans as a direct result of her innovative marketing strategies.
- 13% reduction in cost per application compared to the previous year, evidencing her proficiency in optimizing marketing expenditures.
Nancy's enthusiastic and resourceful leadership style has made her an invaluable asset to every team she has been a part of. Her expertise in marketing strategy and execution, particularly within the managed healthcare sector, has allowed her to continually innovate and adapt in a fast-paced environment. As she moves forward in her career, Nancy remains committed to leveraging her extensive experience and skills to create meaningful marketing solutions that drive growth and enhance consumer engagement.
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