POSITIONING + PARTNERSHIPS

I was recruited by HealthJoy after their pivot to a new market and distribution channel: from a direct-to-consumer product for folks with individual policies to a channel sales strategy selling to employers through partnerships with benefits agencies, TPAs, and carriers. 

I joined as Director of Communications, where I overhauled HealthJoy's messaging and positioning, and put them on the map in the group insurance space. I then transitioned to the sales team as Director of Partnerships to build our channel sales strategy, processes, pipeline, and assets from the ground up

POSITIONING

PERSONAS + PAIN POINTS

  • Persona development, pain points, and customer journey mapping
  • Talk tracks and value prop alignment

SALES MESSAGING 

  • Elevator pitches and talk tracks. 
  • Objection handling and FAQs
  • Marketing asset design and delivery
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PRESS RELATIONS 

  • Press kit
  • Pitches and earned media coverage
  • Interview and speaking training

INVESTOR, ANALYST, PARTNER RELATIONS

  • Email newsletters 
  • Social media updates 
  • Relationship management 

PARTNERSHIPS

CHANNEL ENABLEMENT

  • Defined goals, requirements, strategy, and processes
  • Sales playbook development, launch and iteration
  • Lead qualification and positioning strategy
  • Pipeline management and tracking
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GO-TO-MARKET STRATEGY

  • Partnership kickoff, on-boarding and go-to-market trainings 
  • Announcement placement
  • Marketing asset and lead generation campaign development
  • Prospect demos and client meetings

WORK

Much of the work I did for HealthJoy is proprietary, including strategy playbooks, partner trainings, pitch kits, and client presentations. I'd love to talk through my approach to those projects.

Here's what I can share. 

Email Campaigns

CASE STUDY

EVENT LEAD GENERATION