Amy E.

Larkin
St. Augustine, Florida 32092
Profile:

H: (904) 287-4265 C: (904) 386-2593

amylarkin21@gmail.com

Marketing leader specialized in delivering exceptional business results B2B, B2C, non-profit & start-up.
Expertise leveraging industry acumen, consumer understanding, data analytics, creativity & relationships to:

Turn market insights & value drivers into exceptional customer experiences; increased sales, retention & loyalty
Demonstrate brand superiority; uniquely address stakeholder pain points via breakthrough market solutions
Align cross-functional teams & manage complex projects to meet stringent deadlines & attain mission critical goals
Deliver timely, relevant, actionable & impactful communication to diverse audiences

Experience:
2014-15 Creative Partner Network
Jacksonville, Florida
Senior Market Consultant: Provide consultative services to lower total net costs, improve health outcomes, increase
productivity, deepen engagement and enhance satisfaction. Project example: Developed comprehensive marketing plan,
research, presentations & collaterals for We Care & We Deliver, a nonprofit value-based, patient-centered & physiciandirected health care delivery system in Arkansas specialized in complex care management programs for Medicare
/Medicaid. Project goals target reductions of: 12% in medical costs, 34% in emergency room visits & 27% in readmissions

2012-13 Florida Blue (Blue Cross and Blue Shield of Florida, Inc.)
Jacksonville, Florida
Senior Consultant for Medicare Market Executives, $1.3B Revenue
Achieved Extraordinary Medicare Advantage Plan Sales during 2014 Annual Enrollment Period (AEP)

186% of corporate sales goals (includes Medicare Advantage, Part D & Medicare Supplement)

390% new sales & 100%+ of product migration to Medicare HMO

100% - 330% of sales goal in all sales distribution channels (agent, retail, telesales & e-commerce)
Implemented Health Outcome, Member Experience & Cost Improvement Initiatives

Identified alternate methods of migration activities across business areas to ensure timely, cost effective results

Part of cross-functional team who secured 24 Accountable Care Organization value-based contracts that produced
15%+ total Medicare sales goal during six weeks of AEP & 30% conversion goal for members into Medicare HMO

Created strategy to grow ACO patient panels & increase migration of U65 members into BlueMedicare through:
- Data analytics & mapping of aging-in populations based on risk scores, HCC codes, care patterns & gaps
- CMS compliant, highly effective provider-based patient education/lead generation tools
- Leveraged existing member relationships with par providers, care mgt. & customer service to foster engagement

Created corporately aligned service strategy to improve STARs, sales, referrals, loyalty & compliance
Led Marketing & Operational Projects to Integrate Florida Blues Medicare Business With:

An independent licensee, a wholly owned subsidiary & a jointly held Medicare Management Services Organization
Developed, Executed & Managed Medicare Go-to-Market Sales & Retention Strategies

Leveraged senior market acuity to proactively identify/pursue untapped growth & conversion opportunities

State leader for coaching on challenger sales skills, SWOT analysis & issue management

Designed/executed game-changing marketing strategy based on stakeholder input & leading industry research

Generated unparalleled engagement; shifted clients from commodity to solution-based purchasing mentality

Increased value differentiation, redefined buying criteria to trigger unique behaviors/priorities of sub-segments

Replaced dry sales data with compelling stories; heightened demand for real-world cost/value advantages

Produced/modeled field sales/retention seminar presentations, campaign materials for all marketing channels

Designed curriculum, trained & mentored over 3,000 agency owners, brokers, telemarketers & retail staff
Reported performance metrics to executive staff & provided recommendations to address discrepancies

2009 - 12 Simple Medicare Answers LLC (SMA)

Jacksonville, Florida
Founder of innovative tele-health start up. Developed unprecedented array of web-based tools to address critical
market deficits in consumer education & counseling. Capabilities overcome physical, cognitive, cultural & geographic
barriers that inhibit effective plan selection, benefit utilization, service delivery & payment:

Promotes administrative, clinical & cost efficiencies; integrates silos & bridges gaps in the care continuum

Leverages a data-driven, multi-channel marketing strategy to attract members/those aging-in during AEP & beyond

Establishes member-centered approaches to growth, retention & achieving high star ratings

Delivers personalized, relevant interaction to the Medicare population to enhance customer experience

Aligns diverse partners to create targeted/culturally competent grassroots health education, marketing & outreach

Applications track, analyze & report key metrics to expand market value &ROI

2009-12

ERCEGI, Inc. Community Non-Profit

Jacksonville, Florida
Director of Training, Communications & Community Engagement: With the United Way of NE Florida & 70+
organizations, directed key initiatives as primary agency leader for $1.5 million Healthy People 2020 grant from US
Department of Health & Human Services (HHS). Nationally recognized by HHS for grassroots participation of at-risk
populations & effective outcomes in program design, development & measurement

Collaborated with partnering agencies; assessed organizational needs to identify appropriate solutions

Trained & mentored executives to build capacity in business strategy, marketing, profitability &
organizational effectiveness

Researched, analyzed & integrated complex data to determine agency assets & resource deficits

Convened stakeholders to establish performance metrics/points of ownership & manage variances

Applied evidence-based processes to identify key issues, root causes, performance goals & gaps

Expedited targeted improvements; tracked reported impacts on benchmark indicators

Created & implemented communications/marketing strategies to achieve specific program objectives

Promoted community education & engagement via workshops, group presentations, grants & local events

1990-09

Blue Cross & Blue Shield of Florida (BCBSF)

Jacksonville, Florida

2005-09

Senior Educator: Nationally recognized for development & execution of customer education activities, events, cosponsorships & presentations that increased community engagement, health plan enrollment, retention & loyalty

Between 2005-09 Medicare was only corporate segment to achieve 100+% sales & retention goals

Secured, organized & facilitated co-sponsored events in venues usually inaccessible to insurance carriers

Tracked & reported performance metrics; formulated improvement strategies; insured regulatory compliance

2000-05

Manager Special Projects: Developed, redesigned & launched individual & group insurance products

SME/liaison between corporate stakeholders (tech/non-tech) & business partners in B2B and B2C markets

Identified/escalated potential risks (resource, cost & technology) to project completion; proposed solutions

1990-00 Manager, Marketing Education/Sales Training: Responsible for development processes, instructional design, crossfunctional coordination, facilitation & state-wide implementation & tracking of training for entire B2B sales force.
Supported new hire, advanced sales & management development, product launches, sales meetings & large accounts

Nationally recognized for innovative training that met challenging goals in complex sales environments

Conducted job/task analysis to design learning focused solutions, set requirements & performance metrics

Aligned & integrated cross-functional processes to mitigate production bottle necks & maximize efficiencies

Instructor-led, CBT, virtual & other online learning programs included: product marketing, contracts, underwriting,
sales administration, operations, CRM & other systems, consultative sales & soft skill training

Curricula developed using ADDIE & Kirkpatrick adult learning principles

Developed & managed comprehensive training budget

Performed cross-functional analysis to determine & document business requirements for program enhancements

Coached all field sales staff; completed performance assessments/enhancement plans with sales management

Monitored progress, productivity & cost efficiency; proposed alternatives to correct performance variances

Developed & managed budgets for complex training initiatives

Prior

Olivetti USA
Regional Retail Sales Trainer: Created curricula, coordinated events & conducted sales seminars for over 350 retail
distributors in 17 states & Puerto Rico. Sales programs/tools adopted nationally & showcased at trade shows

Eastman Kodak Company

Copy Products Sales Representative: Consistent top achiever; national top 10 sales producer

IBM Corporation
Marketing Support Representative: Awarded corporate distinction for innovative marketing support initiatives

Education:
Vanderbilt University
Nashville, Tennessee

1985
1983

Master of Arts Degree in Economics

Bachelor Liberal Arts Degree

Other:

Medicare Rights Center Consumer Action Board Member; St Johns Council on Aging Development Coordinator; Certified
Senior Advisor; Caregiver Coalition of NE FL; author/facilitator Suddenly Senior aging sensitivity & senior market sales
Training