Hi there, I'm

Lewis

Experienced Fortune 100 digital leader with a proven track record of creating and delivering transformational strategies from the ground-up, while building & scaling high-performing Teams. Driven by my desire to learn and grow continuously, I’ve effectively put consumers at the center while driving positive business outcomes and financial growth for some of the largest Brands in America, including Humana, Allstate, and the Blue Cross Blue Shield system.

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fortune

Experience creating, leading, and executing enterprise-wide initiatives at multiple Fortune 100 companies. Ability to effectively influence the C-Suite while building strong relationships up and across the enterprise and externally.

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recognition

Awards, honors, & recognition nationally for demonstrating digital, marketing, & leadership excellence. Co-author of multiple books. Recognition: J.D. Power, Ad Age, Forrester, Gartner, PR Daily, Ragan Communications, Mashable, Inc. Magazine., CIO.com, Brand Innovators.

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years

Experience in highly regulated & fast-paced insurance industries, which require adaptability, grit, perseverance, and resiliency. 13+ years experience in delivering digital, product, marketing, and online (mobile + web) excellence.

“I'm relentless in the pursuit of staying on the leading edge while building & leading high-performing Teams that are empowered to deliver the best in market."

Experience

Demonstrated Experience

I’m a firm believer that through curiosity and by actually doing, we inherently learn and gain invaluable experience; this is what sets a few apart from the many.

Marketing & Brand

Experience across multiple F100 Brands modernizing and bringing the new Brand positioning to life via digital channels. Led the digital introduction of Humana’s rebrand and transition from a legacy insurer to a modern Brand focused on wellness. Led the digital execution of Infoarmor’s rebrand to Allstate, contributing to their shift to help reposition the Brand for more tech-savvy customers. Brand Innovators Top 40 Under 40 and awarded numerous national awards for marketing excellence. Helped build out Humana’s Digital Marketing Center of Practice. Personally, a content creator that has achieved over 35MM+ organic x-channel video views (featured in ESPN, Fox in the Morning, and many more).

Digital - Web & Mobile

Helped drive the transformation of 80+ mobile apps, websites, & social platforms into an integrated digital ecosystem (Humana). Responsible for leading the Pharmacy web/mobile development and digital marketing acquisition & growth strategy for HumanaPharmacy (8th largest pharmacy in US by total Rx revenue). Brought to market tools and innovative health platforms that serve a variety of stakeholders in the healthcare ecosystem achieve efficiency and reduce friction, so they can focus on what matters most. Outside of my professional career, I’ve built and sold a C2C marketplace mobile app, Sellyhoo. Created multiple digital websites and assets that spanned more than 175 countries. 

Strategic Partnerships

Created the alternate growth paths strategy, focused on partnerships and modular digital experiences, with a goal of balancing 5x growth and ARPU as Head of Strategic Partnerships at Allstate Identity Protection. Responsible for driving enterprise growth, in addition to pricing strategies to optimize key financial metrics. At Humana, I helped lead and bridge the physical and digital divide by blending the two with partnership activations across the Rock ‘n Roll Marathon Series, Conde Nast, PGA West Golf Championship, and National Parks ‘Senior Skip Day’ and ‘The Check-up’, earning the Gold Cause Marketing Halo Award for the Best Video Campaign of the Year. 

Innovation

1st in the healthcare industry to deploy 360-degree videos x-channel, Facebook Live/Q&A, and Snapchat filters as part of Sponsorship activations. Leveraged AR and VR to further engage consumers virtually, but also in-person via onsite activations. Head of Emerging Product/Innovation, leading new Privacy products in-market & patent-pending ML/AI capabilities to help consumers proactively protect their privacy and identity vs. reactively. Awarded Best Overall mHealth Solution – MedTech Breakthrough Awards.

Sales & Commercial

Reporting to the Chief Revenue and Commercial Officer bringing to market within 90-days a new product, pricing, and service offering + GTM execution for Commercial Sales (Allstate). Helped to develop and launch a data-driven sales enablement platform to drive commercial growth & retention across 36 Blue Cross Blue Shield Plans, as part of the Commercial Markets and Enterprise Data Solutions Team. B2B SaaS experience, having worked in and across marketing, sales, and product Teams.

Transformation

Key leader driving the digital transformation and modernization efforts at Humana through the creation of the Digital Center of Excellence & Digital Marketing Center of Practice. Built digital Teams, tools, products, and enterprise capabilities from the ground up across Humana, Blue Cross Blue Shield, and Allstate. Currently leading the business transformation and re-platforming at Allstate Identity Protection.

Portfolio

Portfolio Examples

Across my 18+ year career as a digital leader and business strategist, I’ve had the opportunity to bring abstract ideas to life through diligent and intentional execution. 

Modernizing a Legacy Brand
Summary: reposition the Allstate Brand for more tech-savvy customers vs. Baby Boomers and the Silent Generation. Responsible for the execution of InfoArmor's rebrand to Allstate Identity Protection, a tech start-up, targeting Gen-X/Y customer personas. Collaboratively partnering to position and bring our new Brand personality to life and the go-to-market strategies to acquire new and more profitable customer segments through marketing, pricing strategies, partnerships, and an enhanced digital product portfolio.
Digital Web + Mobile
Summary: reduce customer friction while also driving meaningful business results. Responsible for the HumanaPharmacy web + mobile products and driving our next generation digital experiences that puts the consumer at the center while also integrating best in class features and capabilities. Partnered across the organization and with agency partners to bring the new Brand and vision to life. Recognized by several industry awards, including Platinum Award presented by eHealthcare Leadership and J.D. Power.

"Teamwork is the ability to work together toward a common vision. The ability to direct individual accomplishments toward organizational objectives. It is the fuel that allows common people to attain uncommon results."

Andrew Carnegie

If I have seen further than others, it is by standing upon the shoulders of giants.

Isaac Newton​
Marketing Innovation
Summary: reinvigorate Humana's Brand through partnerships and modern marketing innovations via onsite activations paired with digital content. Partnered with the National Parks Foundation, Golin, and experiential marketing firm GMR, to ideate and execute on an omni-channel campaign that brought together digital and physical worlds in what was awarded numerous national honors, while generating over 100MM impressions across channels. My Team was responsible for collaborating with our partner agencies from ideation through execution across all channels - including media, content, and onsite experiential activations. Introduced 1st in industry immersive AR & VR activations to drive deeper and more meaningful levels of engagement.
Partnerships
Summary: bring the new Humana brand to life through adjacent markets that increase Brand awareness while also pulling prospects deeper in the acquisition funnel, driving growth through new channels. Allstate Identity Protection partnership and alternate growth paths strategies are currently confidential. Examples include: Rock 'n Roll Marathon, National Senior Games, Taste of Chicago, PGA West, and more.
Entrepreneur + Practitioner
Summary: I’m a firm believer that through curiosity and by actually doing, we inherently learn and gain invaluable experience; this is what sets a few apart from the many. Sellyhoo Mobile App – Selling Made Simple | Sell – Discover – Buy [sold off business]. From business creation, to design, branding, user experience, and development, I managed the entire process from start to finish.

Recommendations

But don't just take my word for it...

Utkarsh Patel Chief Digital & Marketing Officer

Lewis leads by execution. He has a rare vision of seeing where the needs of his team can help the business and effortlessly guides his team to proactively define a strategy and approach for work that is delivered with quantifiable measures and success criteria clearly laid out. He is someone that I wish I have the opportunity to work with again or better yet, hire again.

Jim Turner Associate Vice President, Line of Business Communications

During our years working together at Humana, Lewis continues to get better and better, and his expertise and impact continue to make those of us around him better. Dealing with the pace of change in the digital space can be dizzying, but Lewis manages to not only keep up, but (somehow) to get ahead. He's also a pleasure to work with. I'm glad he's on our team.

Wendy Dowd Chief Talent & Experience Officer

Lewis is a strategic leader that has a deep knowledge of Digital Technologies. He is a collaborator and a system thinker. He is incredibly talented and someone most would want on his team. He is also a great leader of teams and people.

Kent Rausch VP Innovation, Product & Development Executive

Lewis is detail oriented and willing to go the extra step to get tasks completed. He is very thorough in his research and continues to look for ways to improve things. He is a team player and works well within a team or individual environment. Lewis is good at rolling up his sleeves and learning things so that he can make wise decisions. He is very customer centric and can see the big picture.

Susan Parsons Director, Digital, Social & Content

Lewis is always proactive in providing ideas, plans and information that help his agency teams execute their best work. He is collaborative and a true partner to his internal and external teams. Most importantly, Lewis is passionate about what he does. In fact, his passion is contagious; everyone who works with him gets excited about the work they're doing. You could never ask for a better client or teammate than Lewis. He is a constant mentor to those around him and easily one of my favorite clients to have worked with in my career thus far.

Chris Strub CEO, Keynote Speaker, Author

Lewis Bertolucci is one of the brightest minds I've ever met, much less in Humana's Digital Center of Excellence. As a manager, Lewis always approaches challenges with an eye on the bigger picture, a trait that's positioned him extraordinarily well to truly stand out in a complex corporate structure. I leave every conversation I have with Lewis feeling smarter; his people skills are unparalleled, which allows him to build an unprecedented level of trust among his team, his colleagues and other stakeholders within the business. Better yet, Lewis might be the best listener I know, which accentuates his brilliance when he does speak out. In and out of work, "LB" is the kind of guy that everyone loves to be around, and I'm excited to bear witness to the success that lies ahead for this brilliant young man.

Jeff Ross Online Community Management Consultant

As a manager, he is exactly what I and others on the team wanted and needed - someone to guide us, challenge us, encourage us, support us, advocate for us, walk alongside us, pitch in to help us, correct us, reward us, counsel us, talk us off the ledge, make us laugh, and make us better employees and people having learned from him in ways we would not have without him. He is a servant leader with a heart of gold who instills confidence, trust and loyalty. He is able to get the most from his people while at work and still have fun with them outside of work. I could never ask for a better leader, a more trustworthy confidante, or a finer colleague to work with than Lewis. It is a pleasure to give him the highest recommendation I know how to give.