The document is a resume for Donald D. Collister. It summarizes his career achievements managing marketing activities for Blue Cross Blue Shield of Michigan during Obamacare open enrollment, exceeding goals by increasing membership. It also outlines his professional experience including roles managing marketing campaigns for various healthcare and financial companies, with skills in data analytics, SQL, and marketing program execution and analysis.

1. DONALD D. COLLISTER
18831 ENGLISH IVY DRIVE, MACOMB, MI 48042
(586) 489.0794 DONCOLLISTER@GMAIL.COM
CAREER ACHIEVEMENTS
Successfully managed marketing activities for commercial health insurance unit of Blue
Cross Blue Shield of Michigan, the state’s largest health insurance provider, during first
Open Enrollment period for ACA (Obamacare) during 2013-2014.
 Successfully delivered over 5,000,000 outreach touches to members and prospects
 Exceeded goals by increasing overall membership from 170,000 to 320,000
 Surpassed objectives by attaining current customer retention rate of 72%
 Designed and implemented various customer experience initiatives including health
care reform website and new member welcome experience
 Outreach efforts including direct, digital, SEM, DRTV and telemarketing
PROFESSIONAL SUMMARY
Creative hybrid marketer with expertise in data analytics including diverse skills in both
qualitative and quantitative research techniques as well as marketing communications.
Extensive experience in financial, health care and advertising disciplines.
Analytic skills include:
 Strong technical skills and hands-on data interrogation including expertise in
SAS, SPSS and SQL.
 Data mining, profiling and segmentation
 Unica (IBM) Campaign and Interact
Enthusiastic team player with diverse marketing management experience:
 Vendor management
 Marketing planning and budgeting
 Strategic planning
Other career highlights:
 Designing, testing and implementing customer and campaign tracking database for
major medical insurance provider.
 Managing RTO (Real Time Offer) channel development for national medical
insurance provider.
 Designing, implementing and managing a deposit acquisition program for a major
financial institution utilizing direct mail.
 Designing, implementing and evaluating a CRM program utilizing direct mail for a
major eye care retailer.
 Developing a retail and business client segmentation system for a major financial
institution.

2. EXPERIENCE
2015 – Current • UnitedHealthcare, Remote
Senior Marketing Product Database Manager - Real Time Offers
Manager on Medicare and Retirement RTO delivery team responsible for understanding
and translating business needs and architecting the offer communication design and
code within the IBM Unica Campaign/Interact tool supporting internal marketing
partners.
Requires end to end campaign/offer delivery from targeted selection criteria submission
through campaign/offer design, quality assurance, approval, and pre and post-delivery
administrative and tracking functions for the largest Medicare provider in the United
States.
2014 – 2015 (May) • Duke Energy, Raleigh, North Carolina
Manager, Campaign Tracking and Oversight, Residential Markets
Managed campaign tracking and oversight for residential marketing activities including
direct mail, SEM, SEO and online.
2012 – 2014 • Blue Cross Blue Shield Michigan, Detroit, Michigan
Marketing Manager, Customer Retention and Acquisition, Individual Business
Managed marketing activities for rapidly growing commercial health insurance unit.
Responsible for 3.8 million dollar annual marketing budget.
Direct customer acquisition and retention outreach activities.
Activities include direct marketing, DRTV, SEM, online.
Work regularly with product, compliance, legal and IT areas to ensure marketing
programs are executed within prescribed guidelines.
2010 - 2012 • Blue Cross Blue Shield Michigan, Detroit, Michigan
Sr. Business Analyst, IBU Senior Markets
Lead analytic contact for medical insurance marketing to 65 and older market
(Medicare).
Key role in design, testing and implementation of Customer Information Database
developed to guide business.
Implemented and analyzed direct marketing efforts for new customer acquisition and
existing customer retention.
Built customer profiles along product lines.
Campaign design and tracking.
2009 – 2010 • GlobalHue Advertising, Southfield, Michigan
Sr. Cultural Research Analyst
Key analytic contact for major automotive, government, retail and telecom clients.
Developed high value customer segmentation for telecom/wireless client (using SPSS
and SQL).
Determined and measured key program metrics for new customer acquisition program.
Developed multi-cultural customer segmentation using proprietary research study.

3. 2006 – 2008 • Citizens Bank, Flint, Michigan
VP, Sr. Research Analyst, Corporate Communications and Marketing
Central focal point for data analysis for retail and business markets.
Designed key metrics for program evaluation including media performance.
Responsible for the design, execution (including creative development) evaluation and
effectiveness of all consumer and business direct marketing activities.
Coordinated and directed brand awareness studies to develop new value proposition for
the bank.
2004 – 2006 • BBDO Detroit, Troy, Michigan
CRM Specialist and Statistician, CRM Database Marketing
Translated business rules into technical requirements, campaign design, construction,
execution, analysis and ongoing support of timed-lease renewal program.
1996 – 2004 • Campbell-Ewald Advertising, Warren, Michigan
Vice President, Associate Director, Data Analytics
Led data mining activities including profiling, segmentation, modeling and program
response analysis for major clients using SQL and SAS as well as Affinium Model.
Created and presented in-depth client reporting and analysis including future program
recommendations.
1995 – 1996 • First Chicago NBD Bank, Troy, Michigan
Second Vice President, Manager, Direct Response Marketing
Managed Retail direct marketing activities for NBD Bank. Responsibilities included
annual marketing planning, budgeting and implementation of product-specific direct
marketing efforts.
1987 – 1994 • NBD Bank, Troy, Michigan
Manager, Southeast Michigan Regional Marketing
Directed and managed the strategic planning, marketing and community affairs activities
for all 168 Southeast Michigan retail banking units including product management, sales
promotion, marketing communications, marketing research and community relations.
EDUCATION
1984 • Wayne State University, Detroit, Michigan
Bachelor of Science, Business Administration
SKILLS
Technical expertise including SAS, SPSS, SQL, Unica (IBM) Campaign and Interact,
MapInfo, Business Objects, Claritas ConsumerPoint, Cognos and Crystal Reports.
Data interrogation, development and acquisition including customer segmentation.
Program test design including mail and control panel development.
Strategic planning, program execution and analysis.
DRTV development and deployment.
SEM / SEO execution and evaluation.