Understand the role of a chief marketing officer, their skills and qualifications, and the different ways you can engage one. Also, discover the easiest way to hire a CMO.
Katie Cobb
Bringing powerful products and ideas to market for the greater good.
Hi, I'm Katie. I founded Oxford Comma Communications to expand the reach of health and social impact organizations taking on society’s most complex and unpredictable problems.
Formerly the VP of marketing for healthcare technology company Amino Health, I've spent nearly 20 years engaging audiences with products, programs, and organizations driving systems change. I've developed marketing and communications programs that delivered results across issue areas and industries, from early and growth-stage technology companies to public sector and global philanthropic organizations.
Change always starts with a powerful idea - let’s communicate yours clearly.
Work
Creating Stability Amid Crisis & Transition
As VP of Marketing at Amino Health and member of the executive team, I unified the company toward shared beliefs, common values, and achievable goals during a company-wide reduction in force, multiple executive transitions, and comprehensive shift in product and GTM strategy. At the University of Washington, I provided stability within my team and across the organization amidst three executive transitions in three years.
Go-to-Market for Amino Health
https://www.businesswire.com/news/home/20230511005206/en/Amino-Health-Secures-80-Million-in-Financing-to-Accelerate-Growth-and-Product-InnovationAs VP of Marketing, I served as strategic marketing and unifying business leader amidst company-wide reduction in force, multiple leadership transitions, and comprehensive shift in product and GTM strategy. I built and executed Amino Health’s first comprehensive and data-driven joint sales and marketing strategy to expand brand awareness and support the buyer’s journey from lead to deal close. I built and led a team of six who established presence in new market segments, partnering with head of sales to drive a multi-channel lead generation strategy, optimizing conversion rates and expanding reach. I partnered with sales to ensure access to audience targeted content and lead nurturing campaigns to accelerate enterprise sales cycles and increase win rates. This joint sales-marketing strategy was critical to the business' 2023 financing win.
Level One Project launch for the Bill & Melinda Gates Foundation
https://www.leveloneproject.org/wp-content/uploads/2020/07/L1P_Guide_2019_Final.pdfSupported and engaged with Gates Foundation program officers, financial technology executives, regulators in donor and recipient countries to distill the Level One Project principles, which continues to guide advocacy efforts and establish design principles for the launch of open-source digital payment platforms and open APIs for interoperability.
Communications Leadership for the Bill & Melinda Gates Foundation
https://www.gatesfoundation.org/our-work/programs/global-growth-and-opportunity/inclusive-financial-systemsI developed and executed a $6M, multi-year, multi-channel communications campaign that engaged regulators, and financial and fintech decision-makers in discussion of product development for the unbanked poor. Strategy execution involved creative positioning, traditional PR, executive visibility, content marketing, issue advocacy and expertise, community outreach, influencer engagement, events, speech writing, paid media and social media. Created content and managed editorial to advance and support the program.
Organizational Identity for the University of Washington
https://evans.uw.edu/I led a comprehensive institutional re-branding process, modernizing a 60+ year institution and responding to the need for anti-racist action in public administration and the role of public policy in driving systemic change. The work required the use of surveys, facilitation, and multi-channel communication to engage multiple stakeholder groups in a collaborative decision-making process to redefine organizational mission, vision, purpose, and values. I crafted the new identity statements, developed the new brand strategy, crafted foundational messaging, and applied it across marketing materials, digital and print. I relaunched the school's brand through a multi-year integrated marketing and communications campaign hat raised the school’s profile, resulting in top-five school ranking.
Corporate Rebranding for Amino Health
https://partners.amino.com/Founded as a B2C product in 2008, Amino Health went through several product and GTM strategy shifts, which culminated in a redirection toward product implementation and sell-through via deep integrations with strategic partners. Amino Health's rebranding involved crafting new narrative, corporate messaging, product positioning/differentiation, a visual and verbal brand refresh, and a dramatically different go-to-market strategy based on market research, partnership with sales, and executive team collaboration.
Executive Thought-Leadership for Amino Health
https://www.fastcompany.com/90856827/modernizing-our-health-care-system-starts-with-embracing-complexity-not-trying-to-eliminate-itDeveloped integrated thought-leadership strategies for three executives leveraging owned and paid channel partnerships. I crafted rich editorial content and partnered with media relations experts to storymine, pitch, and place the material as well as trained and positioned executives for interviews.
Experience
Amino Health
VP of Marketing
Jan 2021 - Sep 2023
Amino Health provides a digital healthcare navigation platform contextualizes the search for healthcare in an individual's health benefits plan.
- Built and executed Amino Health’s first comprehensive and data-driven joint sales and marketing strategy including messaging, positioning, and content to expand brand awareness and support the buyer’s journey from lead to deal close
- Established presence in new market segments, partnering with head of sales to drive a multi-channel lead generation strategy, optimizing conversion rates and expanding reach
- Elevated Amino Health’s visibility and credibility through participation in industry conversations, events, and advancing executive thought leadership in the market
- Owned strategy and execution of partner marketing programs
- Oversaw customer marketing programs to enable upsell/cross-sell, renewals, and customer adoption
- Scaled marketing team through both hiring and team development
University of Washington School of Public Policy
Director of Marketing & Communications
Jan 2019 - Dec 2021
The Daniel J. Evans School of Public Policy & Governance has been one of the top public policy schools in the nation for more than 60 years. The school's students, graduates, and faculty provide the ideas, expertise, and leadership that guide government agencies, nonprofit organizations, and private companies around the country and throughout the world.
- Advised senior leadership and dean of school on internal, external communications strategy, crisis communications, during leadership transitions, the COVID-19 pandemic, racial tensions, and political upheaval
- Led institutional re-branding, modernizing a 60+ year institution and responding to the need for anti-racist action in public administration and the role of public policy in driving systemic change
- Cultivated relationships with media, policymakers, elected officials, employers, national peer organizations, and alumni through integrated digital marketing campaigns
- Managed media engagement strategy, media training, briefing, and staffed interviews with researchers on diverse policy topics
- Served as the institution’s managing editor and wrote SEO-optimized website copy, social content, blogs, executive speeches, internal communications
Remitly
Marketing Campaign Manager
Jan 2018 - Jan 2019
Remitly develops financial products for international money transfers and advocates for improved financial access and immigrant rights in the United States.
- Expanded reach, drove revenue, and increased the use of digital financial products that power international money transfers to over 150 countries.
- Developed integrated marketing campaign strategy based on differentiated positioning in the company’s largest international transfer corridors: U.S. - Philippines, U.S. - India, and U.S. - Mexico
- Developed and implemented cross-functional playbooks and processes to build for scale in a fast-growing tech startup
- Optimized and crafted new content across platforms (email, web, social, blog) that established brand voice and delivered differentiated positioning
Weber Shandwick (for the Bill & Melinda Gates Foundation)
Group Manager
Nov 2015 - Jun 2017
Weber Shandwick is a marketing and communications agency that offers a range of strategic communications and marketing services ranging from culture marketing to public affairs, advertising, and market research, mobile and social creative
- Practice lead for Health & Social Impact Practice, including NGOs, private philanthropy, CSR; communications consultant and owner of Bill & Melinda Gates Foundation Financial Services for the Poor Program account
- Developed and executed $6M, multi-year, multi-channel communications campaign that engaged regulators, and financial and fintech decision-makers in discussion of product development for the unbanked poor
- Managed launch of an open-source digital payment platform and an open API for interoperability
- Managed content creation for all editorial and marketing materials including messaging, talking points, speeches, op-eds, blog, web, and email
- Leveraged social listening and media monitoring tools to optimize campaign and evaluate impact
- Led an agency team of 30 people, working locally and globally
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What Is a Fractional CMO? (Services, Key Benefits, How to Hire) Explore how a fractional CMO can unlock growth in your business. Dive into the proven benefits and find out how to hire top talent through Go Fractional.
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