Project Overview

As a Lead Marketing Automation Specialist for Humana, I supported national campaigns designed to engage millions of members across multiple touchpoints. Working within a highly regulated healthcare environment, I designed and executed sophisticated email and SMS workflows that prioritized personalization, compliance, and performance.

Key Contributions:

• Lifecycle Campaigns: Built automated workflows for onboarding, engagement, reactivation, and retention, tailored to members’ healthcare journeys.
• Responsive Email Development: Hand-coded HTML/CSS templates optimized for mobile and desktop, ensuring accessibility across all devices.
• Data-Driven Segmentation: Created dynamic audience segments based on behavior, demographics, and care milestones for targeted communication.
• CRM Integration: Connected campaign logic to real-time data sources, enabling timely and relevant messaging across channels.
• Performance Optimization: Led A/B tests on content, subject lines, and send strategies to improve open rates, CTRs, and conversions.
• Analytics & Reporting: Delivered actionable insights from campaign performance metrics to continuously enhance strategy and ROI.

Project Execution

To meet Humana’s goals for improved member communication, I led the end-to-end execution of email and SMS campaigns within a highly regulated healthcare ecosystem.

1. Strategy & Planning

• Collaborated with internal teams to map out member lifecycle stages
• Identified key engagement touchpoints: onboarding, wellness check-ins, plan renewals, and reactivation
• Developed a multi-channel messaging strategy with a focus on HIPAA compliance

2. Campaign Architecture

• Designed and built automated workflows in Salesforce Marketing Cloud
• Implemented branching logic based on behavior, plan type, and engagement history
• Ensured each workflow aligned with member needs and healthcare timelines

3. Template Development

• Coded mobile-optimized, responsive email templates from scratch using HTML and CSS
• Created a design system for consistent branding, accessibility, and readability
• QA-tested across 30+ devices and email clients to ensure flawless rendering

4. Personalization & Segmentation

• Leveraged CRM data to create dynamic segments and custom content blocks
• Used conditional logic to tailor messaging to each member's care journey and preferences

5. Testing & Optimization

• Ran iterative A/B tests on subject lines, send times, CTAs, and content formats
• Applied test results to continuously improve engagement metrics

6. Performance Monitoring & Reporting

• Tracked KPIs: open rates, CTR, response rates, conversions, and opt-outs
• Delivered detailed reporting and recommendations for future campaign enhancements

Through a structured, data-driven approach, the project delivered measurable increases in member engagement, improved compliance, and enhanced campaign efficiency.

Project Result

The campaign efforts led to significant improvements in engagement, deliverability, and campaign efficiency across Humana’s national communication strategy.

📈 Performance Highlights:

• 45% increase in email open rates through personalized subject lines and optimized send times
• 24% uplift in click-through rates by targeting segmented audiences with relevant content
• 100% deliverability rate achieved through enhanced infrastructure and compliance with healthcare communication standards
• 0.01% bounce rate, maintained across bulk sends to over 1 million recipients
• Significant reduction in opt-out rates through behavior-triggered content and improved relevance
• Streamlined omnichannel execution, reducing production time by 35% and increasing campaign velocity

🏆 Business Impact:

• Improved patient communication and satisfaction through timely, relevant updates
• Increased member retention and plan renewal rates
• Enabled Humana’s marketing teams to operate more efficiently with scalable, automated workflows
• Reinforced Humana’s commitment to compliant, member-centric engagement at sca