How a Former Army Officer Became a Healthcare Marketing Expert
by Lisa Kalkes
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What you'll discover
when watching Lisa's story
- As a marketing leader, it's more important to have a broad understanding of different areas rather than being an expert in everything.
- Internal communications are just as important as external communications in supporting company culture and employee engagement.
- Authenticity in branding and marketing materials is crucial, especially when targeting specific groups like veterans.
- Marketing is fundamentally about problem-solving and understanding the underlying issues to address.
- Effective marketing often requires educating and informing your target audience to overcome misconceptions.
- A CMO plays a vital role in shaping company culture and values alongside other leadership team members.
- Networking and building relationships are essential for career growth and opportunities in marketing.
Meet Lisa Kalkes - CMO @ Veteran Benefits Guide
Lisa Kalkes is the Chief Marketing Officer at Veteran Benefits Guide (BBG), a company dedicated to helping veterans access their disability benefits. Her journey to marketing leadership is unique and inspiring.
Lisa started her career as an Army officer, serving for 4 years, including a 15-month deployment to Iraq. After transitioning out of the military, she entered medical device sales before moving into healthcare marketing roles.
At BBG, Lisa has led efforts to rebrand the company and expand its marketing reach since joining in 2023. She spearheaded initiatives like an educational partnership program with organizations like JPMorgan Chase to inform veterans about their benefits.
Lisa’s approach emphasizes authenticity, problem-solving, and education. She believes in the power of storytelling and internal communications to shape company culture. Her background as a veteran gives her unique insight into BBG’s mission of serving the veteran community.
Check out Lisa Kalkes's thoughts on marketing strategy
When asked how she got started in the role of marketing, Lisa shares:
"After the military, I started my civilian career in medical device sales. Eventually, I moved into a marketing role, which was more to my liking. From there, I moved to Optum where I took increasingly progressive marketing roles until I joined VBG in 2023."
She also shares how she works with strategic partners:
"Working with strategic partners is key to building a brand's reputation. By identifying organizations that align with your brand's customer base and mission, you can create close partnerships that result in a win-win for everyone involved, including your customers."
And how she engages other leaders in the team as a CMO:
"Engaging other leaders as a CMO is really about helping them problem-solve. Marketing and comms can help address many issues companies face, whether it's supporting sales teams to drive revenue or impacting company culture through internal comms."
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