Alexandra Morehouse McReynolds
Chief Marketing Officer, Banner Health
San Francisco, CA
My passion is bringing digital transformation to large, complex enterprises in order to drive multi-channel growth. I've spent my career as a C-Suite strategy executive and enterprise Chief Marketing Officer for Fortune 500 companies in financial services and healthcare. I've worked in the trenches on data and digital transformation, and have leadership skills in managing P&L’s up to $10B and global teams of over 2,000 FTE. I've lead global teams at organizations including American Express, Charles Schwab, AAA, Kaiser Permanente and, currently, Banner Health. My board experience includes serving as an Independent Board Member for SnapFish and also for Alto Neurosciences, Embodied Labs and Reputation.com. Throughout my career, I've had a demonstrated record of driving strategic reinvention, digital and data transformation and revenue growth. My deepest expertise is in digital change, cybersecurity, AI and marketing technology. On the leadership side, I've been known for creating corporate cultures and highly engaged teams centered around accountability and transparency. I'm fortunate to have a unique perspective on highly regulated industries as well as companies in transition or experiencing market disruption. I always enjoy myself best when I'm adding value to companies requiring strategic business, digital and data transformation.
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Oct 2019 - Present
Association of National Advertisers
Board Member, AIMM
Dec 2018 - Present
Aug 2015 - Present
Chief Digital Officer, Chief Marketing Officer
♦ Developed revenue growth strategy for the Banner Health, a $9 Billion integrated health system with 50,000 employees. Secured board funding for half-billion dollar digital transformation investment. Successfully executed against all implementation milestones. Increased customer transactions 86% over baseline. ♦ Implemented Banner's first AI and machine learning platforms for customers, in compliance with Federal and state data security policies. Established data analytics, risk scoring, and cybersecurity framework for customer data. ♦ 2019 Winner, the Wall Street Journal “Marketers That Matter” award. Awarded 5 International Telly’s for effective growth campaigns. (Tellyawards.com) ♦ Implemented successful omni-channel marketing across retail, call centers and online & mobile channels. Operated four call centers serving six states in the Southwest. Replaced all telephony systems. ♦ Assumed the lead role safeguarding the organizations reputation following sanctions imposed by the Federal government, as well as following a data breach. Formulated high profile public relations campaign and associated reputation management strategies.
May 2012 - Nov 2014
VP, Marketing & Digital Transformation
♦ Implemented national digital transformation plan, consolidating over 500 websites to a single entity in time for the opening of the Affordable Care Act exchanges. ♦ Increased digital transactions by 200% over a 30 month period for this $80 billion health system. Reduced overhead costs 15%. ♦ Completely re-architected the Thrive brand across 90 entities and re-launched the brand over digital, social and mobile channels. ♦ Implemented social marketing campaigns featuring ratings and review for 23,000 physicians, yielding a 20% increase in appointments. ♦ Launched Kaiser Permanente’s first Spanish language website and social media platform. ♦ Managed an $85m advertising budget and a portfolio of 27 advertising agencies; launched multi-cultural marketing across channels.
May 2002 - Dec 2010
Chief Marketing Officer
♦ Implemented a turnaround and growth strategy for this $3 B enterprise, working with the Board of Directors. ♦ Returned the company to profitability and sustained revenue growth 2% year-over-year, across 10 years, through customer acquisition and retention campaigns. ♦ Built the first cross-channel distribution platform to drive growth, initiating direct sales through call centers, web and mobile.
Jan 2000 - Jun 2003
Indepedent Board Director
Jan 2001 - May 2002
Chief Marketing Information Officer
♦ Built an enterprise-wide digital platform that delivered a 15% annual increase in net new assets and customer acquisition. ♦ Established data govenance and data privacy standards. ♦ Responsible for all data analytics including segmentation, conjoint analysis for pricing, regression models, risk models and primary research collection.
2000 - 2001
Chief Marketing Officer
♦ Successfully sold ThirdAge site to Ancestry.com in collaboration with CEO and backers.
1986 - Dec 1997
VP Digital Services & Marketing
San Francisco, CA 94107
Harvard Business School
Master of Business Administration - MBA
BA Magna Cum Laude, Asian Studies