Apollo Health Insurance

Director of Brand and Social Storytelling

Revolutionized Apollo Health Insurance's marketing department, transforming operations, content creation, and team dynamics. Led high-impact initiatives, including multi-channel ad campaigns ($450K/quarter), AI-driven process optimization, and innovative content production (Whiskey and Insurance podcast). Spearheaded team leadership, budget management, and strategic growth, driving business results and industry innovation.

Key Achievements

- Transformed the marketing department from a disorganized team to a structured, media-first operation. Implemented key processes and systems, including:
  - Defined roles and responsibilities to improve accountability and efficiency.
  - Project management tools (Monday.com) to streamline workflows and enhance collaboration.
  - Content categorization systems to optimize content strategy and distribution.
  - Social media content posting workflows (drafting, editing, posting) to ensure consistency and quality.
  - Paid media processes (research, audience insights, campaign setup, budget planning, ad placement, copy review) to drive strategic decision-making and optimize ad spend.
  - Resulted in 30% increase in qualified leads and 35% reduction in acquisition costs through platform-native content and community engagement.
Managed $450K quarterly ad spend across TikTok, Meta, and Connected TV channels, implementing platform-specific optimization strategies that yielded consistent positive ROAS.
Developed and executed a multi-faceted content strategy, including:
- Producing, writing, and editing the "Whiskey and Insurance" podcast, distributed across YouTube, Spotify, and Apple Podcasts.
- Creating and executing content series for YouTube and Instagram.
- Sourcing and hiring a full-time videographer to produce high-quality, engaging visual content.
Helped produce webinars that brought in new independent agents, contributing to $10M in new business.
Pioneered Apollo Studios, a content creation hub designed to empower agents and amplify the company's brand through organic content.
Planned and executed a sold-out live event for the "Whiskey and Insurance" podcast, transforming digital content into experiential marketing and driving ticket sales through social platforms.
Implemented new systems and workflows that improved team efficiency and productivity by 40%, and sourced and hired key talent to support business objectives.
Built a newsletter that gained 2,000 subscribers in its first week and helped onboard 15 new agents, bringing in $10M of new business.

Impact

Industry Approach: Successfully applied a media-first approach to a traditionally complex and jargon-heavy industry.
Business Growth: Drove significant business growth through innovative marketing strategies, event production, team leadership, and content creation.