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Erin E.
Leveson

Marketing - Communications, Creative, & Program Management

Farmington Hills, MI
Email: el@shortjourneys.com
Phone: 734-274-1567

About

A little about me

I enjoy taking the organization’s vision and helping to strategize business plans to achieve the goals. While working in a variety of creative areas, my personal mission is to identify possibilities and implement initiatives for the company’s long-term growth.

My skills include oversight of a full-service, in-house creative & communications team. At AAA Life, my team and I crafted assets to deliver on the company’s aggressive marketing and sales plans. The creative helped lead to over $130 million in new sales annually. During my tenure, the organization grew every year, most recently to over $154 billion in life insurance with the serious responsibility of delivering nearly $3 billion in life insurance payments to AAA members and their loved ones.

Skills

What I love to do

Creative and agile business professional with over 12 years of progressive responsibilities across a broad range of program management functions in marketing, corporate communications, and sales distribution. Proven ability to combine vision, ingenuity, and business acumen with well-developed project plans and leadership qualities to support go-to-market efforts, branding initiatives, and process innovation helping to position the organization for success.


Experienced with a variety of creative media including direct mail, print, digital, video, and social. Expertise in determining the best media channel for delivery of targeted and personalized communications.


Program management for launch of new products and omni-channel advertising campaigns to strengthen brand identity for the organization.


Cross-functional team leader built consensus with all stakeholders to keep creative and communication projects on track, overcame obstacles and remained focused on delivering exceptional results.


Diverse combination of skillsets from software savvy, detailed, and process focused to motivating teams of professionals—such as back-office support and insurance sales agents.


Unique blend of strategic and creative acuity filling multiple roles in my agile team and interacting proactively with our customers in other departments and the company’s CEO and executive leaders.

Adobe Creative Cloud

100%

Office: Word, Excel, Powerpoint

100%

Editing: ProofHQ & Aproove

100%

Video Editing: iMovie & Premier Elements

100%

Blog Dev: WordPress

100%

CMS Platforms: HIPPO

100%

Project Mgmt: Workfront & ServiceNow

100%

Analytics & SEO

100%

Expertise

What I can bring to table

Creative Strategy

Led internal team of writers and designers and managed third-party vendors to deliver marketing assets across the customer journey. Exceeded the company’s aggressive multi-channel marketing and sales goals each year—reaching over 6% growth annually to $130 million. Developed strategic creative briefs in partnership with my high-performance team prior to concept design.

Corporate Communications

Agile and adaptable problem-solver serving a wide array of corporate leaders. Responsibilities ranged from crafting communications for the c-suite, to managing the corporate social presence, to developing the company’s disaster response and business continuity plans. Managed timelines and work product with support from senior writer on my team.

Product Management

Oversaw launch of company products and services into new territories, such as Massachusetts and New York, leading to valuable insurance coverage for AAA members and incremental sales growth. Managed all project plans and deliverables for the creative team to contribute to a successful launch. Encouraged team members when obstacles came up and ensured contingency plans were developed as needed.

Storytelling & Brand Management

The AAA Life brand was born almost 50 years ago - back when the first astronaut walked on the moon in 1969. While times have definitely changed since then, the reasons consumers purchase life insurance has stayed fairly consistent. They get married, have children, buy homes, and enjoy life. Breaking through the clutter of everyday to help them see how important it is to protect those they love is critical. Life insurance isn't a required purchase, but once you really need coverage it may be too late. Oversaw brand management developing brand and advertising style guides in partnership with AAA clubs to help ensure the creative remained consistent across all channels.

Field Communication

Supported thousands of AAA multi-line field and call center agents with timely communications, sales scripts, training courses, marketing materials, videos, roadshows, and webinars -- all with the goal to increase settled life insurance and annuity business. Editor and content manager of collateral hosted on the agent cloud sales portal and company intranet.

Digital & Direct Marketing

Responsible for program management of omni-channel advertising campaigns delivering targeted communications (i.e. direct mail, email, print, digital paid media, landing pages, AAA branch office initiatives, social, and video). Designed and implemented comprehensive digital and direct mail channel plans, delivered on time and within budget. Oversaw execution of sends, reaching over 180 million direct mail offers and 1.2 million emails annually, generating 70% of the company’s sales.

Consumer Research

Responsible for the planning and implementation of consumer research studies. Conducted focus groups with AAA members to identify triggers and obstacles to purchase, while also measuring brand awareness. The research resulted in new segmentation strategies for the direct creative. A sample of the creative ideas generated were: 1) appealing to price-focused shoppers with the competitive cost of term life, 2) showing hard-working Americans that they need more than their employer-provided life insurance coverage, and 3) showcasing an under-appreciated feature of term life--the terminal illness benefit, which appealed to single people and empty-nesters who believed they didn't need life insurance.

Event Planning

Developed the organization's annual agent sales recognition events for top sales agents. Responsible for destination management in various locations--included organizing tranportation, f&b, excursions, rooming, decor, and entertainment. I enjoy this work and all of the details. There is satisfaction seeing the happy faces of attendees as they enjoy an event. Member of employee activities board coordinating the annual company picnic and year-end celebration for over 500 hard-working associates. Organized annual United Way fundraising--$30,000 raised from charity golf outing with the aid of vendors and $100,000 raised by employees with the annual giving campaign.

User Experience

Developed web strategy and designed website user experience. Led my team in the creation of responsive wireframes and content to generate life insurance leads for agents, as well as the unique online ExpressTerm product, increasing online sales to over $15 million annually. Oversaw redesign of corporate website to responsive layout contributing over 100,000 leads for call center agents each year. Designed the user experience for the launch of a simple online enrollment product--Guaranteed Issue Whole Life--for consumers. Managed agency work output and oversaw legal and compliance approvals. Supported 35 AAA clubs across the U.S with best practices for their individual websites and social presence. Partnered with IT to provide assets for implementation, worked through technical challenges, and oversaw quality assurance in the creative team for all marketing launches. Reviewed analytics constantly and tested creative improvements to maximize results.

Experiences

What I love to do
2016
to September 2018

Senior Manager, Creative Services

AAA Life Insurance Company

Led planning and development of marketing campaigns and communications aligned with corporate goals to increase customer acquisition, retention, and cross-selling. Designed test plans and creative around strategies identified and draft concept briefs. Planned the development of c-suite corporate presentations and communications. Responsible for adherence to legal/compliance advertising rules. Partnered with mail and digital operations teams to execute campaigns. Worked with analytics team to evaluate the effectiveness of advertising programs through analysis of responses.

2014
to 2015

Senior Manager, Creative Services & Corporate Communications

AAA Life

Responsibility for all agent and corporate communications: research, copywriting, and design. Crafted all corporate administrative and field underwriting procedures with leadership in other departments. Developed presentations for executive team and distribution support leadership. Content manager of corporate agent portal.

2008
to 2013

Senior Manager, Marketing & Communications

AAA Life

Responsibility for the advertising creation and user experience for all channels (digital, direct mail, agent). Managed vendor relationships to achieve best in class service and meet deadlines. Member of product development team. Crafted all corporate and agent with leadership in other departments.

2006
to 2007

Manager, Marketing & Communications

AAA Life

Supervised team of Marketing professionals designing consumer materials and communications used with thousands of licensed life and multi-line agents. Developed and managed project timelines to ensure deadlines were achieved. Crafted content and designs for field communications and consumer advertising. Designed product launch kits marketing new corporate initiatives to increase sales. Overhauled company’s forms and developed tracking system.

Additional experience:

Marketing Coordinator, Boulder Development
Technical Writer, Craft Line, Inc.
Marketing Specialist, Success Factor Systems

Education

I enjoy growing and learning
Michigan

Bachelor's in Technical Communication

Lawrence Technological University

Emphasis on communication with creativity. Developed my ability to think critically, solve problems creatively, and make imaginative and rational decisions - all important skills needed for our global economy of the 21st century.

Testimonials

What others say about me
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Contact

Say Hello

Farmington Hills, MI
el@shortjourneys.com 734-274-1567