Brian Parrish

• 224% — Increase in Marketing Qualified Leads (MQLs)
• 25,000+ — High-intent Prospect Interactions on the ActiveHealth Website

A CVS Health subsidiary, ActiveHealth was struggling to generate employer and broker engagement for its population health and analytics business. Despite strong capabilities, the brand was outdated, the value proposition was unclear, and lead generation was inconsistent. In short, conversion rates were low, marketing lacked focus, and the sales team had little to work with.

I conducted market analysis, competitive benchmarking, and internal stakeholder interviews to uncover brand perception gaps and audience needs. I then led the rebrand, which included new messaging, visual identity, and a focused value proposition tailored to employer and broker decision-makers. Additionally, I built a new go-to-market plan, aligning marketing channels, campaigns, and sales enablement tools around high-potential employer segments. We developed integrated campaigns, optimized the website for conversion, created sales decks, and launched thought leadership content targeting benefits leaders.

We achieved a 224% increase in MQLs within six months of relaunch, generated new pipeline growth from Fortune 500 employers and national brokers, and obtained a significant improvement in internal alignment across sales, product, and marketing. We also created a repeatable GTM motion that the organization could build on long-term.

• $3.2 Million — New Sales Pipeline
• 30+ — C-level and VP-level Meetings within a 90-day Window

Unlock Health, a marketing and technology firm focused on top US health systems, needed to accelerate growth in a crowded, relationship-driven market. Despite a strong leadership team and offerings, they lacked a scalable marketing strategy, and the sales team was doing most of the heavy lifting without enough qualified leads or enterprise-level messaging support.

I refined brand positioning and messaging to resonate with C-level hospital executives and built a targeted account-based marketing (ABM) program focused on the top 100 US health systems. I also developed sales enablement materials, including pitch decks, one-pagers, and vertical-specific collateral. Additionally, I launched integrated campaigns across email, LinkedIn, direct mail, and webinars, supported by tight CRM and lead tracking protocols.

By bringing together strategy, execution, and cross-functional collaboration, I turned a referral-heavy business into a high-performing marketing engine that delivered real pipeline and accelerated deal velocity. We generated $3.2 million in new pipeline in under nine months, secured high-value meetings with health system CFOs, COOs, and CMOs, and created a sustainable marketing infrastructure and clear GTM motion for future growth. These efforts elevated brand perception and engagement in a competitive space.

• 232% — Revenue Growth Over Five Years
• Over $180 Million — Brand Platform and Positioning for a Revenue-generating Business
• Over 100% — Increase in Marketing-influenced Pipeline after Brand Activation

Craneware, a public UK-based healthcare revenue integrity company, had acquired US-based Sentry Data Systems and needed to unify brands, messaging, and marketing efforts across the combined organization. The company faced inconsistent market positioning, siloed teams, and a limited US brand presence relative to competitors in the healthcare IT space.

I led rebranding and messaging strategy across the US and UK, combining disparate product lines under a single identity. I built and scaled a high-performing team across demand generation, content, events, and digital. Additionally, I created standardized product messaging, competitive positioning, and sales support tools post-acquisition.

I also rolled out integrated campaigns targeting hospital CFOs, revenue cycle leaders, and pharmacy directors and partnered with the CEO, CRO, and board to align marketing strategy with commercial priorities and investor expectations.

This was a masterclass in building a global marketing engine from the ground up, unifying strategy, teams, and voice while delivering measurable growth and long-term enterprise value. We achieved a 232% increase in revenue over five years, with marketing directly supporting global expansion. We launched the company’s first integrated GTM platform post-acquisition, aligning sales and marketing, and built brand equity and market awareness in the US, accelerating cross-sell and upsell opportunities. We strengthened board confidence and investor engagement through improved brand visibility and clarity.