Marketing + Technology
I am a marketer, technologist, and designer driven to improve user experience and engagement. A strong believer in using analytics to iteratively enhance efficiencies, increase productivity, and streamline workflows.
+ 19 years in multiple marketing roles at the largest national insurance membership association.
+ Start-up experience in web, marketing, and IoT spaces.
+ Enthusiasm for attaining new skills, questioning norms, and exploring solutions to problems.
+ Inherent desire to help at any capacity to ensure the success of the team.
HubSpot
+ HubSpot Marketing Software
+ Digital Marketing
+ Inbound Marketing
+ Inbound Sales
+ Email Marketing
+ Content Marketing
+ Growth-Driven Design
+ SEO
Udemy
+ Scrum, Agile & Product Delivery
MIST AI
+ Bluetooth Location Services
+ Bluetooth Asset Tracking
+ Pittsburgh Technology Council
+ American Marketing Association
+ American Society of
Association Executives
+ eMarketing Association
Slippery Rock University
of Pennsylvania
Bachelor of Science, Communication;
Emerging Technology and Multimedia
+ Committee Member for Annual Charity Golf Event having raised over $200k for local charities since 2009
+ Youth Ice Hockey Coach
+ Youth Soccer Coach
Brett Sutch
Pittsburgh, PA
(724) 612-1879
brettsutch@gmail.com
LinkedIn
Resume
Experience
Manager, Strategic Marketing & Digital Design
Strategy, Design, Implementation, Management
Independent Insurance Agents & Brokers of America | 2003-2022
[Membership Association: 25,000 Member Agencies, 250,000 Agents]
Strategic Marketing Consultant
Audit, Strategy, Implementation
All Funnel | 2019-2022
IoT Design Consultant
Asset Tracking, Workplace Optimization, Predictive Analytics
iDevise | 2015-2021
Software / Platforms
Applicable Skills
Design
+ Adobe: Illustrator, Photoshop, XD, InDesign
Marketing Automation
+ HubSpot
+ Higher Logic
+ JotForm
Web / CMS
+ WordPress
+ SharePoint
+ Wix
+ Shopify
+ HTML, JavaScript, CSS
Data Analytics & Research
+ Google: Analytics, Console,
Tag Manager, Trends
+ Ubersuggest
+ BuzzSumo
+ Hotjar
+ Social Metrics
+ Bespoke Internal Reporting
+ Inbound Marketing / Sales
+ Email Marketing Automation
+ Marketing / Sales Funnels
+ Lead Generation / Qualification
+ Online Assessments & Surveys
+ UI / UX Design
+ Graphic Design
+ Content Marketing
+ Sales Copywriting
+ Paid Advertising
+ Data Analytics / Reporting
+ Product Development
+ Project Management
+ Digital Transformation
+ Project Proposals / SOW
+ StoryBrand SB7 Framework
+ Contract Negotiation
Software / Platforms
Applicable Skills
Design
+ Adobe: Illustrator, Photoshop, XD, InDesign
Marketing Automation
+ HubSpot
+ Higher Logic
+ JotForm
Web / CMS
+ WordPress
+ SharePoint
+ Shopify
+ HTML, JavaScript, CSS
Analytics
+ Google: Analytics, Console,
Tag Manager, Trends
+ Ubersuggest
+ Lucky Orange
+ Social Platform Metrics
+ Bespoke Internal Reporting
+ Inbound Marketing / Sales
+ Email Marketing Automation
+ Marketing / Sales Funnels
+ Lead Generation / Qualification
+ Online Assessments
+ Web / UI / UX
+ Graphic Design
+ Content Marketing
+ Paid Advertising
+ Data Analysis / Reporting
+ Product Development
+ Project Management
+ Digital Transformation
+ Project Proposals / SOW
+ StoryBrand SB7 Framework
+ Contract Negotiation
Inbound Marketing Projects
Problem: Identify ways to drive more traffic to our Coalition cyber program.
Solution: Build a landing page for our Coalition cyber product and offer a “7 tips” lead magnet and Coalition Sample Risk Assessment in exchange for completing a quote request. The form uses conditional logic to notify individual state program managers of the lead. Post-submission the agent receives a thank you email and is also re-directed to a content delivery page to download the promised documents. Lastly, they are entered into an automated email nurture sequence that continues to promote the Coalition product and encouraged to book a call with our Coalition program manager.
Outcome: Our state chapters were appreciative of this inbound campaign tool that was developed on their behalf. They simply add the landing page link to any of their cyber marketing campaigns to easily promote the Coalition program.
Why: Many of our state chapters have small or non-existent marketing departments which makes product and program promotion difficult. This is one of many inbound tools that have been created to help them more easily promote products and generate leads in an automated fashion.
Problem: Our program manager needed to fill the top of her funnel with leads while avoiding spending an exorbitant amount of time on the phone only to find the lead is not a good fit for the program.
Solution: Build a short online quiz based on the key factors that make an agency a good fit for the program that scores and pre-qualifies the leads based their answers.
Outcome: This quiz has been our top-performing inbound lead campaign over the past 18 months. It has garnered nearly 700 submissions, averaging about 36 new, pre-qualified leads/month.
Why: Small teams have to be efficient. Implementing pre-qualification tools helps save valuable time for the program manager while providing instant feedback and calls-to-action to the prospect.
Web Projects
Problem: Our market access program’s website was confusing for our members and our customer service team was spending too much time helping agents navigate the site. We needed to find a better way to guide new agents towards registering, sharing our value proposition and detailing our products and resources with an eye toward freeing up CSRs to spend more time with prospective and existing policyholders.
Solution: Redesign the site to better situate ourselves as the “guide” and the agent as the “hero.” By using both human-centered and growth driven design concepts, we were able to prototype, build and deploy an MVP within weeks. We then curated additional content that would have the most impact for both member agents and our customer service team.
Outcome: We transformed the visitor experience by streamlining content and reducing friction around the steps for getting registered. These changes greatly reduced customer service inquiries and better situated us to promote our products. We also added features such as live chat and user engagement elements such as custom content based on the referring site’s URL. We are now actively researching AI chatbots as logical a next step for automating customer service.
Why: The existing site was both rigidly designed and outdated. The redesign provided a much needed makeover and has also acted as a cornerstone for our future web projects. By building it on a new, simpler CMS (WordPress), non-technical staff can now more nimbly manage their own content areas without having to make change requests.
Problem: Our Risk Management website was difficult to navigate with disparate content, confusing menu structures and the CMS (SharePoint) offered limited ability to tailor the layout the way we desired.
Solution: Build a site that guides the user to the tools and resources that are most beneficial in mitigating agency risk. By implementing this design strategy, we were able to create a site structure that is far more visually inviting to our member agencies while serving them the most relative content in relation to their needs.
Outcome: This site is nearing completion. The feedback from our user groups has been amazing. We look forward to launching the new site soon and enabling our members to take better advantage of the resources available to them as a Big “I” Professional Liability policyholder.
Why: The redesign of the Big “I” Markets website (above) allowed us to step back and take a harder look at some of our other web properties. Risk management is vital for our agencies so we took what we learned from our prior project and applied it to create a superior site for our members and policyholders.
Project Management
Problem: Our marketing team was using outdated techniques and disparate resources for tracking projects. This lead to an inherent struggle to stay organized and keep all team members up-to-speed on progress. Having 16+ programs and numerous sub-products associated there-in, it was time to find a better way.
Solution: Having repeatedly attempted to implement a project management tool into our marketing operations for years, I knew this was not going to be an easy sell. We were tasked with a new, large-scale redesign project and I thought it to be the perfect opportunity to try again. I mapped out the entire project using Microsoft Teams prior to our discovery call. Teams was a natural fit as we already used it as our internal communication platform.
Outcome: There was hesitancy from both my marketing peers and program managers at first. I scheduled a live demo to walk the team through the new tool and processes. Once they better understood how it worked they were all on board and excited to get started. This change turned out be a great success and has now been implemented across several departments.
Why: My goal was to create a single source of truth for every aspect of each individual project (assignees, due dates, urgency, files, notes, etc.). Sometimes it is difficult to make changes to engrained, internal processes. That does not mean it should not be done. Getting team buy-in may not be easy but if there is a clear upside, it is worth the effort.
