Scott Weber

• Spearheaded the development of marketing, customer experience, and sales capabilities for Huron. • Implemented AI-First strategies for both internal and client projects to improve efficiency and accelerate development cycles. • Provided expert advisory services to health providers, payors, and financial institutions focused on customer growth and loyalty.

• Drove experience-led strategy and execution of the digital transformation for a large health payer covering over 1 million lives. Included cost/impact analyses, digital blueprints, development roadmaps, and integration with third-party partners. • Architected the redesign of marketing and patient engagement programs for a multi-state primary care practice. • Co-led the consumer transformation of the world's largest plasma collection business. Reduced operating expenses $165 million without jeopardizing donation volume or donor experience.

• Built a 115-person experience design/marketing studio focused on growing patient volume and earning patient engagement for a $6.5 BN academic health system • Led campaigns that grew market share 4-8 points in Oncology, Pediatrics, Neurology, and Primary Care • Launched the M Health Fairview brand to earn the trust of external and internal stakeholders in a highly competitive market. Regularly ranked #2 in brand preference, trailing only Mayo Clinic. •Drove implementation of Salesforce Health, Service, and Marketing Clouds to enable 1:1 patient communication and reduce call-center related friction. Executed 100+ campaigns in year one. • Developed M Health Fairview’s mobile app and several clinical applications designed to improve health outcomes and speed patient access to care. Enabled roughly 12,000 virtual visits within 3 months of launch. • Quarterbacked marketing and communications teams through COVID. Included leading a multi-system coalition of Minnesota hospitals and partnering with community leaders to create culturally relevant campaigns promoting vaccination (e.g., within the Hmong, Muslim, and African-American communities). • Reported directly to the CEO; served on the executive leadership team

• Led initiatives to align healthcare organizations with patient-centric strategies. • Developed growth strategies and designed intuitive customer experiences. • Built connected ecosystems around patients and established metrics for measuring outcomes.

• Advised healthcare organizations on how to use customer experience to differentiate themselves in a market that is becoming increasingly consumer-driven. • Employed customer analytics to develop patient acquisition and loyalty strategies for healthcare providers and payers. • Led the country's biggest integrated health system through an in-depth customer analysis and re-design of its inpatient admissions process. • Consulted a major health payer on the creation of customer-inspired care management programs. • Directed the development of go-to-market plans for several health insurance companies entering exchange markets. • Collaborated with PwC firm leadership to evolve the company's customer-related service offerings. • Produced thought leadership on common strategies used by companies known for outstanding customer experience; presented to C-level leaders of several leading healthcare organizations. • Created and delivered several learning and development programs for junior staff.

Professional Work: Energy BBDO, socialdeviant, Lockheed Martin • Authored Energy BBDO’s corporate strategy to differentiate the company in a category characterized by readily available substitutes and extremely low switching costs. • Wrote Energy BBDO’s presentation to secure Quaker Oat’s global advertising business; $5.0 MM assignment awarded without a review. • Advised socialdeviant, a start-up social media agency, on strategies to acquire new clients. Secured long-term contracts with Vail Ski Resorts and TE Connectivity (formerly Tyco). • Slowed the inflation of Lockheed Martin’s annual $1.2 BN healthcare expense by creating campaigns to support employee wellness programs. Academic Work: MBA, Georgetown University

Client: Walmart Stores, Inc. • Developed consumer communication intended to improve opinions of the Walmart brand. Managed $350 million marketing communications budget; consumer favorability opinions of Walmart increased three percentage points over six months. • Bolstered positive perceptions of Walmart with government officials, NGOs, and community activists. Programs eased Walmart’s entry into four new markets.

Clients: Orbitz, MillerCoors, Giant Eagle Grocery Stores, Bonefish Grill, New Business • Directed agency’s business development program. Secured three new clients, advanced to finalist stage with over 80% of prospects, wrote all agency new business proposals. • Ran 18-person department; served on Agency executive committee. • Led Y&R’s Miller Brewing Company assignments including the launches of MGD 64 and Miller Chill, as well as re-staging Miller Genuine Draft. MGD 64 business more than doubled goal. • Restructured agency’s Client Services department without increasing headcount. Client evaluations of agency’s leadership improved significantly.

Clients: InBev, Maytag, Heinz, Capital One, Samsung, New Business · Co-Directed business development for Arc Worldwide (Leo Burnett's Marketing Services Arm), reported to Global CEO. Secured new business from P&G, Novartis, Samsung and Sara Lee. · Managed Beck's Beer brand globally and Pan-European assignment for Leffe (another InBev brand). Resulted in new global campaigns and incremental agency assignments. · Developed/executed communications programs for Heinz, Capital One and Maytag appliances. · Reinvigorated Maytag client relationship after it became unstable under prior agency leadership.

Clients: Ikea, Amana, Rapala, New Business · Partnered with agency CMO as strategic/relationship lead on nearly every prospect agency pursued. Advanced to finalist stage over 70% of the time. · Supervised agency teams that created national and local retail programs for Ikea; included introducing the brand into several new markets.