1. Kristy LoRusso
1032 Peppermill Court ● Concord, CA 94518
310.502.7540 ● kglorusso@gmail.com
SENIOR MARKETING & HEALTH CARE EXECUTIVE
I am a senior marketing executive and an expert in digital and direct marketing, marketing technology,
analytics, and data-driven consumer insight. With more than twenty years of leadership experience
with such preeminent corporations as Kaiser Permanente, Time Warner, and Yahoo!, I am regarded for
my ability to build, lead, and motivate teams for exceptional performance, operational excellence, and
aggressive growth in the face of complex change, cultural shifts, and industry fluctuations.
INDUSTRY EXPERIENCE
Healthcare ● Magazine Publishing ● Technology
SKILL STRENGTHS
Revenue generation ● Building & leading large teams ● Marketing technology
Brand repositioning ● Marketing analytics & insights ● Marketing innovation
Cross-functional program leadership ● Stakeholder engagement
PROFESSIONAL EXPERIENCE & ACCOMPLISHMENTS
KAISER PERMANENTE, Oakland, CA 2007–present
Vice President, Direct & Digital Marketing (2012–present)
Responsibilities
• Lead direct-to-consumer marketing innovation capability by leveraging prospect, member, broker,
customer, and other data to support sales, service, and retention in all regions, all channels, and all
market segments.
• Manage enterprise-wide shared service functions across marketing technology, marketing operations,
and marketing analytics that support the development, execution, and optimization of sales and
retention campaigns utilizing both internal and purchased data.
• Oversee annual budget of $115M and 200 employees across nine direct reports.
Key Accomplishments:
• Led strategies and tactics that resulted in record membership growth (more than one million members)
in the consumer transactional lines of business every year since 2010.
• Led digital transformation and e-commerce creation of web properties designed specifically for
consumers, allowing them to browse, shop, enroll, and buy coverage for themselves and/or their
families; this work included demand generation and content marketing capabilities.
• Health plan marketing advisor for Covered California exchange marketplace.
• Executive appointment in 2014 to seven-member Kaiser Permanente roundtable accountable for
defining and leading culture change within California health plan.
Senior Director, Database Marketing (2007–2011)
Responsibilities
• Built and led a direct-to-consumer marketing capability to support membership growth for the under-65
consumer market and small businesses with 1-50 employees.
• Led cross-functional teams within Health Plan and IT in the creation of a multi-year marketing technology
roadmap to extend direct marketing capabilities into all market segments and all regions.

2. Key Accomplishments
• Established enterprise-wide shared service model with 40 employees and improved costs per lead by
25% and lead response rates by 50%.
• Redirected $3M savings from channel performance efficiencies to support the extension of the
marketing technology infrastructure.
• Invigorated a troubled enterprise-wide database program that resulted in standardized data and a
flexible business rules engine for maximum performance.
PRIMEDIA, INC., Los Angeles, CA 2004–2007
Director, Consumer Marketing
Responsibilities
• Led team of 18 for new business and retention marketing for 54 niche Automotive Enthusiast magazines
with annual promotion expenses of $15M and revenues of $33M.
• Responsible for direct mail, email, partnerships, online advertising, paid search, web site development,
events, telemarketing, point of purchase promotions, and merchandise.
Key Accomplishments:
• Increased length of term of direct business by 13%, resulting in higher new business campaign
profitability and a $300K reduction in annual renewal expenses.
• Improved payment rates by 50% on new business promotions through use of credit cards, debit cards,
and incentives.
• Led customer lifecycle modeling with cross-functional team that resulted in improved retention rates
from 5%-30% across customer segments.
YAHOO! INC., Burbank, CA 2002–2004
Senior Manager, Search Marketing
Responsible for business-to-business direct marketing strategy for “pay for performance” products.
Key Accomplishments:
• Drove more than 60,000 new customers with an ROI of more than 300%.
• Led strategy and development of database for prospecting, data mining, promotional testing, and
managing customer contact.
• Developed strategy and led analytics leveraging Dun & Bradstreet data for high value advertiser
segment that resulted in improved conversion rates and overall revenue across the product portfolio.
PRIMEDIA, INC., Los Angeles, CA 2002
Director, Circulation
Managed circulation P/L and led a team of six in direct marketing strategy, development, and execution for 21
niche magazines with annual budgets of $6M and revenues of $12M.
BULLSEYE DIRECT MARKETING, Stamford, CT 2001–2002
Partner
Owned and operated consulting business with multiple clients in publishing, wireless, engineering, holistic
medicine, and sporting goods.
THE WALT DISNEY COMPANY, New York, NY 1999–2000
Associate Director, Consumer Marketing
Responsible for strategic development of new distribution channels via partnerships and the Internet that
produced 200,000 incremental subscriptions across three magazine brands.

3. TIME WARNER, INC., New York, NY 1994–1999
Assistant Director, Time Inc. Consumer Marketing
Developed and launched direct mail strategic plan for a new magazine launch, Real Simple, which resulted in
250,000 new paid subscriptions in year one.
Manager, Time Inc., Consumer Marketing
Participated in strategy and executed new subscriber plans for two magazine launches: Teen People (1997) and
People en Español (1998); and was promoted to Assistant Director within 24 months.
Associate Manager, Time Magazine
First staff management position responsible for a team of ten and a promotional budget of $25M.
Assistant Manager, Time Magazine
Collaborated in market segmentation research that led to realignment of teams into market and channel
specialities.
Manager, Inventory Planning Book-of-the-Month Club
Led cross-functional task force that developed an online inventory system.
Assistant Manager, Inventory Planning Book-of-the-Month-Club
Built database that moved manual paper tracking to an online repository for easier access to critical information.
NEWBRIDGE COMMUNICATIONS, INC., New York, NY 1992–1994
Assistant Manager, Inventory Planning
Reduced ancillary product inventory by 10% and book inventory by 13%.
Analyst, Inventory Planning
Created process improvements that decreased reporting cycle times and enabled faster decision making by
executives.
AWARDS, RECOGNITIONS & SPEAKING ENGAGEMENTS
Silverlink Consumer Engagement Advisory Board, 2015-2016
Frost & Sullivan Advisory Board, 2015-2016
Teradata Finalist for Marketing Technology Integration, 2015
Marketers That Matter Award for Excellence in Marketing Integration, 2014
Argyle Executive Forum CMO Panel Speaker, 2014 & 2015
IPG Leadership Conference Speaker, 2008
Consumer Marketing Achievement Award, 1998
Time Inc., President’s Award Nominee, 1998
EDUCATION
Harvard Business School, Advanced Leadership Certificate, Executive Leadership Program, 2015
University of Connecticut, Bachelor of Arts, 1991