Background
In 2022, Ivelisse Arroyo joined Next Impact, LLC as Digital Marketing Manager, taking the lead in building the company’s marketing department from the ground up.
She spearheaded the internal team and helped rebuild the company’s sales and marketing growth platform, supporting health benefits advisors and firms under the leadership of founder Lester J. Morales.
At the time, the company was preparing for a 30-day relaunch of its Transparent Health Benefits (THB) Growth Platform, a new category in the U.S. health benefits industry.
Relaunching the program within that 30-day window was Ivelisse’s first assignment upon joining the team.
However, the company lacked the foundational marketing operations, automation, and analytics to support its ambitious go-to-market (GTM) strategy.
Next Impact’s marketing function was created to empower insurance advisors and brokers who challenge the status quo in employer-sponsored healthcare. But with no internal infrastructure and rapidly growing demand, they urgently needed scalable, repeatable systems—and fast.
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Scaling Impact Through Marketing Ops Strategy, and Execution
Phase 1: Digital Marketing Infrastructure
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Relaunched the THB Ambassador Program within 30 days.
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Developed the Monthly Content Ops SOP Manual to scale THB content production.
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Built the marketing operations department from the ground up.
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Hired, trained, and coached a high-performing team of 4; managed 3 vendors.
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Implemented marketing and client success workflows using HubSpot and ActiveCampaign.
Phase 2: Contributor Program, Webinar Engine & Content System
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Co-led the development, improvement, launch, and scaling of multiple THB programs including the Ambassador Program, Contributor Program, and On-Demand Virtual Events.
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Built a repeatable content engine capable of delivering:
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50+ branded content assets per client annually
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95.6% email deliverability
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35.9% open rate (industry avg: 21%)
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2.44% click-through rate
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The engine drove an average of 25 potential prospect conversions per monthly campaign.
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Integrated email and LinkedIn outreach through an internal customer success and sales strategy playbook.
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Co-developed campaign sales outreach playbooks and sales presentations.
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Led two marketing technology migrations, each completed within 60 days.
Phase 3: Revenue-Connected Marketing Ops
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Established real-time reporting dashboards using Power BI, Metabase, and AWS Cloud Server.
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Implemented lead scoring, CRM campaign workflows, and account-based strategies.
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Co-created sales enablement assets: call scripts, 1-pagers, and event toolkits.
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Supported live and virtual growth events across multiple clients and contributor groups.
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Co-coordinated and launched a new THB education brand.
Marketing Systems for Scalable Growth
Ivelisse implemented scalable systems to productize Next Impact’s go-to-market strategy and evolve it into a high-performing, data-driven platform.
THB Growth Platform Engine: Built the operational backbone of the Transparent Health Benefits Program, implementing CRM/CSM workflows, automation, and content pipelines. Enabled the delivery of 50+ assets per client annually and scaled the program from 6 to 40 subscription clients, driving average potential revenue growth ranging from $720K to $4.8M.