October 30, 2021
GEHA (Government Employees Health Association, Inc., pronounced G.E.H.A.) today announced that Kathy Collins has joined the nonprofit member association as Chief Sales and Marketing Officer, effective October 25, 2021.
Collins will leverage a targeted approach to driving growth through integrated sales and marketing initiatives. She will focus on aligning sales strategies to specific consumer segments, utilizing digital and virtual techniques to connect with GEHA’s members and prospects. She will work to strategically deliver the brand’s value proposition across all channels, driving engagement and conversion across multiple key segments.
“It is an honor to step into this role. GEHA’s member-driven approach to empower subscribers to be healthy and well is a key differentiator in the marketplace,” said Collins. “I am excited to elevate the organization’s mission further and help provide visibility to one of the largest medical and dental provider networks of federal employees and retirees nationwide.”
Collins was most recently in a consulting role with GEHA, where she served as Chief Marketing Consultant, helping navigate and deepen GEHA’s brand presence and partnership with the Kansas City Chiefs.
Collins has a proven track record of leading strategic marketing and branding efforts at several national brands. She spent two years at Massage Envy, serving as Chief Brand and Innovation Officer. There she led innovative marketing strategies, optimized communications efforts and positioned the brand as a category leader.
Prior to joining Massage Envy, Collins served as the Chief Marketing and Strategy Officer for H&R Block, where she led corporate strategy and all brand marketing activities, including research and insights, advertising and promotions across all channels (broadcast, digital, direct-to-consumer), global PR campaigns, CRM, cause marketing and field marketing support across 10,000+ offices nationwide.
“Kathy brings a unique blend of marketing, brand building, sales and customer relationship management experience that will ensure we continue to provide members, and prospective members, with plans and options tailored to the unique needs of federal employees,” said Art Nizza, GEHA President and CEO. “Kathy will help us leverage consumer insights to deliver on our brand promise and ensure a consistent brand message.”
Collins is currently a board director for American Enterprise Group, serving as a member of the Governance Committee. She earned a Master of Business Administration (MBA) from Arizona State University and her undergraduate degree from Kansas State University.
For more information about GEHA, including 2022 health and dental plan options available to eligible federal employees and retirees, military retirees and their families, visit www.geha.com.
GEHA (Government Employees Health Association, Inc., pronounced G.E.H.A.), founded in 1937, is a nonprofit member association and the largest dental and second largest medical benefits provider of federal employees, exclusively serving 2 million current employees and retirees, military retirees and their families. GEHA’s mission, to empower members to be healthy and well, is demonstrated through its focus on innovation as well as providing members with access to one of the largest medical provider networks nationwide.
Headquartered in Lee’s Summit, Missouri, GEHA is one of the largest employers in the Kansas City metro area.