IDA P. FUNG
Sierra Madre, CA 91006 |------------ | ------------ | ------------
MARKETING PROJECT MANAGER / COMMUNICATIONS MANAGER / DIRECT RESPONSE MARKETING MANAGER
Marketing Campaign Development and Execution Leader with history of success meeting sales goals and managing traditional and digital multi-channel marketing campaigns. Strong background in metrics and data analytics with extensive experience in lead generation and acquisition for Medicare and commercial products. History of never missing deadlines.
Marketing Leadership: Identify dependencies, create media plans, segmentation strategies, and timelines, and drive efforts across Creative Services, Product Development, Legal, Compliance, IT Programming, and outside agencies to optimize campaigns using share mail, direct mail, print, broadcast (tv and radio), and online/digital (web content, blogs, flash videos).
Collateral Development Integrated Marketing Communications Multi-Channel Marketing Campaigns
Campaign Development / Execution Traditional & Digital Marketing Vehicles Market Research, Metrics & Analytics
Program Direction / Delivery Direct Mail & Direct Response Agency Negotiation & Media Buying
Predictive Modeling Print / Broadcast / Online Stakeholder & Broker Engagement
INDEPENDENT CONSULTANT, DIRECT RESPONSE & LEAD GENERATION | Los Angeles, CA 2017-present
Manage marketing projects for clients. Research new product presentations.
CLIENT: KAISER PERMANENTE
MARKETING AND CREATIVE PROJECT MANAGER, MARKETING PRODUCTION & FULFILLMENT
Supported commercial small business and Medicare product lines in year-round campaigns. Led efforts to develop milestones and timelines, and revised schedules to meet management changes.
BOMS Deadlines: Bundled project materials and met all deadlines on weekly basis for Build of Materials (BOMS).
Project Tracking Document: Created project matrices and formal documents to track status of projects.
CLIENT: LA CARE
Studied feasibility for launch of new dual-eligibles products. Accessed data from various sources to support marketing operations and product development. Researched population density, demographics, age, income, current members within the LA market.
CENTENE / HEALTH NET | Woodland Hills, CA 7/2010 - 9/2017
MARKETING PROJECT MANAGER
Developed and executed commercial and Medicare marketing initiatives for members across 5 western states. Cultivated feedback from Sales and Call Center and collaborated across areas to deliver optimized product launches, collateral development, and marketing communications. Coordinated marketing materials with Regulatory / Compliance. Reputation for never missing deadline.
Project Plans & Deliverables: Created project work plans, identified dependences, defined/maintained timelines, and liaised with internal marketing teams to produce consumer facing marketing initiatives including advertising (digital and non-digital), brochures, banners, posters, and collateral. Tracked deliverables and managed daily project execution and vendors.
Open Enrollment Collaterals & Member Communications: As Marketing Lead, partnered with stakeholders, brokers, Production, Creative Services, Legal, and Compliance to successfully drive open enrollment on-time completion year-over-year.
Annual ACA Marketing Materials, Marketing Lead: Collaborated with internal groups to identify/create ACA-compliant materials based on type and product line. Developed timelines, wrote creative and project briefs, and drove delivery within 4 months.
Creative Oversight: Developed/managed marketing and communications plans, aligned positioning and creative strategies, managed creative project workflow, wrote creative briefs and evaluated proposals, and managed agencies and budgets.
Provider, Member, Broker Communications: Gathered stakeholder content, oversaw production routing to draft/print/send up to 100K letters monthly to members.
Product Launches: Prepared product launch messaging and collateral pieces, identified tools and messaging gaps in market, and led efforts to create new materials. Worked with internal partners and brokers to meet specifications supporting launches.
Web Content: Edited, posted, and refreshed marketing materials and collateral.
Direct Mail Campaigns: Developed and implemented direct mail campaigns, driving member retention.
Provider Directories: Worked closely with Provider Network group and IT Programming to format and sync multiple data sources, resolve data issues, and produce weekly, bimonthly, and monthly provider directories, printed and online, for 4 states.
Flash Video: Coordinated story boards, edited materials, and selected voice-over talent for successful flash video.
Online Project Traffic Tool, Marketing Lead: Co-created/revised existing workflow and revamped directories process to support proprietary digital online traffic tool project for managing offline/digital marketing vehicles and generating provider directories.
INDEPENDENT CONSULTANT, DIRECT RESPONSE & LEAD GENERATION | Los Angeles, CA 2007-2010
Developed, executed, and analyzed direct response marketing and media plans with ROI goals across media channels (web content, emails, direct mail, marketing collateral) to meet objectives. Created marketing and media plans, identified segmentation strategy, and managed budgets. Directed agencies and in-house creative teams for multi-media marketing campaigns.
Traffic Building / Acquisition Campaigns: Interpreted metrics to maximize conversion rates, designed strategies, and implemented traffic building/acquisition campaigns optimizing marketing initiatives and meeting goals.
Lead Generation Goals: Owned lead generation and cost per lead goals in assigned markets by distribution channel.
Campaign Briefs: Developed campaign briefs to set strategy, channels budget, creative approach, and metrics.
Direct Mail Campaigns: Led direct mail strategy development, creative production and testing, and execution.
PROTOCOL DIRECT MARKETING | Los Angeles, CA 2006 - 2007
SENIOR DATABASE MARKETING MANAGER
Owned direct to consumer lead generation programs. Drove testing for creative, list, and other elements to guide collateral development. Partnered with IT Modeling to define acquisition and advertising campaign models. Accounts were Toshiba and Farmers Insurance.
INDEPENDENT CONSULTANT, DIRECT RESPONSE & LEAD GENERATION | Los Angeles, CA 2003 - 2005
Supported agencies and media partners to optimize campaign performance. Assessed models, identified control groups and test cells, and tracked response rates. Created campaigns for Toyota and Honda corporate to support dealer co-funded direct mail campaigns.
KAISER PERMANENTE | Pasadena, CA 1999 - 2003
DATABASE MARKETING PROJECT MANAGER
Developed/executed direct response marketing campaigns. Designed integrated and multi-media marketing strategies targeted at prospects and employers. Defined list strategies and media plans for direct mail, DRTV, share mail, print, email, online. Managed $7M+ budget. Met sales goals on consistent basis year over year.
San Diego Bilingual Campaign: Conceived idea, convinced management to take funds from ineffective program, and launched Spanish / English multi-channel program to raise leads in San Diego. Delivered highest conversion rate for year.
Direct Response TV Comparison Project: Initiated/led project to determine which media agency delivered most efficient media buying (direct response television); established that New York agency did best for California.
Predictive Modeling, Acquisition & Retention: Worked with modeling team to identify data, segment, and best models.
DATABASE MANAGER, HEALTHNET
VICE PRESIDENT, CORPORATE MARKETING INFORMATION, GREAT WESTERN BANK
ACCOUNT SUPERVISOR, OGILVY AND MATHER DIRECT, FOOTE CONE AND BELDING DIRECT
EDUCATION, CERTIFICATION AND VOLUNTEERING
MBA, University of Southern California, Los Angeles, CA
MA, Communication Arts, Loyola Marymount University, Los Angeles, CA
BA, Theatre Arts, Santa Clara University, Santa Clara, CA
Certificate, Applied Project Management, University of California, Irvine, 2019
Certificate, Introduction to Project Management, Procedures, and Practices, University of California, Irvine, 2018
Taproot Foundation | Habitat for Humanity | Saban Community Clinic | Operation Gratitude
Foothill Unity Center| Union Station Foundation | Meet @ Need with Dignity