Alfonso Alcala

Alfonso Alcala West Covina, CA-- Digital Marketing Director - Expert in Digital Marketing Strategies and Acquisition Marketing EXPERIENCE Demand Generation Marketing Manager, Health Net, Woodland Hills, CA 2016 – 2018 • Managed relationships and negotiated co-marketing partnerships with medical provider organizations • Negotiated and managed sponsorship agreements and campaigns with sport teams and organizations • Managed Large Business membership acquisition campaign resulting in a 438% ROI and a $1.9M revenue growth • Led and integrated Medicaid Marketing groups into one streamlined organization while developing new group's objectives, goals, re-branding plan, go-to-market strategies, and cross-channel marketing campaigns (web, social media, print, CRM) • Drove Medicaid membership acquisition mail campaign resulting in a 1900% ROI and a $760K revenue growth Sr. Digital Product Manager, Anthem, Inc., Thousand Oaks, CA 2013 – 2016 • Reduced billing operational costs by 5% by overhauling online billing and payment capabilities for member premiums • Grew online membership registrations by 6% month over month on established enterprise member portal website for Health Insurance Exchange (HIX) through the driving of a comprehensive digital Customer Experience (CX) • Once established, grew Spanish online portal membership registrations by 20% month over month Marketing Consultant, TSCO, Oxnard, CA • Led firm’s efforts in supporting the development of strategic marketing plans for firm’s clients 2012 – 2013 Online Marketing Manager, BIONESS, Valencia, CA 2011 – 2012 • Increased website traffic by 97% and unique visitors by 147% • Increase online marketing (top of funnel) leads by 1980% by driving consumer and healthcare professional acquisition marketing strategies through all channels including: events, email, social media, SEO/SEM/PPC, and online display ads • Drove CRM strategy to improve sales process to reach a ROI of just under 400% in revenue growth • Improved website Google SERP from page 10 to page 1 by creating comprehensive SEO/SEM strategy which ultimately reduced PPC advertising cost by 25% • Drove brand awareness through social media and increased followers by 300% within one year • Converted social media to drive business which resulted in social media originated business to increase to 14% of sales Director, Sales and Marketing, BLUE CABANA, Oxnard, CA 2008 –2010 • Grew sales leads by 100% by improving CRM sales processes and driving acquisition marketing strategy which included tradeshows/event marketing, redesigning website, ecommerce, SEO/SEM, display ads and affiliate marketing • Grew sales by 5% by recruiting, building, and training sales team in improved sales process Principal, Marketing Solutions/eMarketing, AMGEN INC., Thousand Oaks, CA 2002 – 2007 • Drove upgrade of enterprise web metrics solutions for improved online marketing campaign measurements which increased performance of campaigns by 10% • Established and grew new interactive marketing department to 10 direct reports to support company growth • Grew annual departmental funding by 500% to support shift in prioritization from offline traditional marketing to digital marketing strategies and programs. • Reduced PPC advertising costs by 20% by eliminating cross product line competition for same PPC keywords as well as implementing PPC best practices, building efficiencies in management of large portfolio of keywords, and PPC campaigns • Grew number of prescribing Oncologist Healthcare Professionals by 10% through successfully launch major CRM strategy for healthcare professionals • Increased customer retention by 50% within a one-year time period by driving a successful consumer CRM strategy Previous professional experience includes consulting and management for consulting and technology companies: Andersen Consulting, PWC, and hi-tech startups. 1 Alfonso Alcala West Covina, CA-- EDUCATION MBA, Global Technology Management, American InterContinental University, Los Angeles, CA BS, Computer Information Systems, California State Polytechnic University, Pomona, CA PROFESSIONAL/COMMUNITY INVOLVEMENT, ACTIVITES/HOBBIES Volunteer work: Habitat For Humanity, Casa Pacifica (at risk children), AYSO Referee EXHIBIT 1 - SKILLS INVENTORY Acquisition Marketing Retention Marketing Marketing Strategy/Planning Partner Relations Management Product Marketing Product Management Professional Services CRM Strategies Engagement Management Strategy Development Demand Generation Channel Marketing Field Marketing Support B2B/B2C Vendor Management Customer Experience Content Management Content Marketing Growth Hacker ROI Tracking Web Content Management Multi-Channel Marketing Brand Marketing Facebook Marketing Marketing Analytics Experiential Marketing Social Media Marketing Organic SEO SEM PPC Campaigns Link Generation PR/Media Relations Lead Generation Strategic Partnerships Strategic Planning Competitive Analysis Team Building Program Management Market Research Public Relations Marketing Management Direct Marketing Bilingual - Spanish Language Translation Management Database Marketing Executive Dashboard Development KPI Analysis Twitter Marketing Web Strategy Online Marketing Digital Marketing Email Marketing Web Analytics Online Advertising Digital Strategy Inbound Marketing Google Analytics Website Development Web Marketing Software Development Digital Media Project Management Interactive Marketing Outbound Marketing Keyword Analysis Conversion Analysis eCommerce eBusiness Sales Experience A/B Testing Omniture Analytics LinkedIn Company Profiles 1