Alana Elias Kornfeld

Experience

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  Mixing Board

  Mixing Board Member

  Dec 2023 - Present

  A community of top minds from iconic brands.

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  Perceptual Advisors LLC

  Managing Director / New York Region, Head of Brand Strategy Practice

  Apr 2022 - Present

  Perceptual Advisors is a high-stakes brand strategy, marketing communications, and public affairs firm, all senior-level from strategy to execution. We are former CMOs, CCOs, and CEOs. There is no delegation to inexperienced junior personnel; we roll up our sleeves and do the work ourselves.

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  Bring on the Brand

  Brand Consultant and Fractional Chief Communications Officer and Chief Marketing Officer

  Mar 2022 - Present

  A collective of strategists and creatives from my former in-house teams operating as a fractional brand and communications department.

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  Hero

  Vice President, Brand and Content

  Mar 2021 - Apr 2022

  Hero is dedicated to ensuring that healthcare technology benefits all of humanity, starting with the most complex chronic disease patients. When combined thoughtfully, AI, software and novel hardware can offer exceptional, high quality in-home, remote care experiences for patients, providers and caregivers. This results in high engagement, satisfaction and retention patients for the providers who care for them. At Hero, we believe an exceptional patient experience paired with seamless, continuous, passive remote monitoring is the future of care. Join us in shaping the future of healthcare. No matter your background, we’re always looking for new Superheroes to join our fast-growing team: https://herohealth.com/claimyourcape.

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  Health-E Commerce

  Vice President, Brand Strategy and Content

  Feb 2017 - Mar 2020

  Health-E Commerce is the parent company of leading family of e-commerce brands dedicated to pre-tax health and wellness products and services: FSAstore.com, HSAstore.com and WellDeserved Health.

  • Key player on the leadership team that sold the health care e-commerce company, which serves a market segment of 60+ million consumers with nearly $100 billion in annual spending power, to private equity in February 2019.
  • Created the brand architecture, positioning, and narrative for Health-E Commerce and its family of brands.
  • Led two rebrands with positive results:​ FSAstore.com and HSAstore.com.
  • Built in-house creative agency from scratch. ​Led a 10-person creative team that built two brand-specific content destinations and supplied a 20+ sales and marketing organization with all B2C and B2B content responsible for driving a 70% CAGR.
  • Architected and launched two content marketing destinations consisting of award-winning original, journalist-quality articles, original videos, how-to guides and a podcast, earning 90% SEO growth year-over-year.
  • Developed corporate and executive communications strategies that resulted in the company getting named a Crain’s Best Places to Work in NYC for three years in a row and Jeremy Miller, the founder/CEO, named EY’s entrepreneur of the year in e-commerce.
  • Established the public affairs campaign that helped pass legislation making femcare products eligible to buy with tax-free health dollars (FSAs and HSAs) and repealed the prescription requirement for over-the-counter drugs (H.R. 1922 and H.R. 748).
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  Blink Health

  Director of Strategic Marketing and Communications

  Apr 2016 - Jan 2017

  Blink Health is a healthcare technology company that builds products to make prescriptions accessible and affordable to everybody. Blink was the first company to allow patients to purchase their medications online and pick them up at their local pharmacy.

  • Planned, launched and directed all media-facing initiatives in the early days of the e-commerce pharmacy startup’s lifecycle.
  • Launched affiliate marketing channel from scratch, growing to 10% of the marketing business within 10 months.
  • Launched and the company's PR department and led earned media strategy across digital, print, and broadcast.
  • Established the company’s brand partnerships strategy and negotiated with media companies like Dr. Oz.
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  Turner (Turner Broadcasting System, Inc)

  Executive Editor and Digital Director, Turner Wellness Media

  Jan 2013 - May 2014

  Recruited as part of the core team that created and launched Turner’s first-ever wellness/entertainment brand, upwave.

  • Worked cross-functionally to build the brand identity and digital product from scratch, built a digital content team in two cities and directed the site launch within 6 months, exceeding business goals.
  • Developed an original content inventory from the ground up. The 2,000+ SEO-optimized articles and behavior-changing health challenges, built from scratch, generated 1MM+ uniques within four months.
  • Grew social audience to 67,000 Facebook fans and 13,000 Twitter followers in an eight-month period.
  • Executive in charge of the digital content, site experience and social media. Managed the day-to-day digital production efforts that supported both brand and linear TV goals.
  • Conceptualized +1 million sponsored content programs and led the development of stand-out partner integrations with companies like Samsung, Breville, and United Healthcare.
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  HuffPost

  Executive Health Editor

  Aug 2009 - Aug 2013

  Launched HuffPost Healthy Living and grew to the largest and most profitable lifestyle section. Directed launch and growth strategy for 15 verticals and 3 international editions leading up to and following AOL’s acquisition of HuffPost.

  • Launched and grew from zero to 9MM uniques and 80MM page views per month.
  • Directed branded content/native advertising packages that drew in 1MM+ revenue.
  • Hired and trained 30+ editors, many of whom are currently in leadership positions.
  • Optimized content for search engines, doubling SEO traffic year over year.
  • Developed and implemented a medical review process and recruited a board of 10 leading health experts, increasing PR opportunities.
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  Newsday Media Group

  Review Writer

  Aug 2005 - May 2006
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  JTA

  Freelance Writer

  May 2004 - Feb 2007