Jazmin Sena
Strategic marketing leader with deep healthcare expertise, driving demand generation, patient growth, and operational excellence. Proven success partnering with C-level executives to set and achieve KPIs across the full patient funnel, leveraging data, automation, and a test-and-learn approach to scale results and maximize ROI. Skilled in digital marketing, direct mail, and member engagement, with expertise in delivering measurable impact on growth and patient acquisition.
Work Experience
Sr. Director, Marketing Operations
Patina Health | March 2023 - September 2025
When I joined Patina, my role was focused on classic marketing operations supporting digital performance, building dashboards, and helping the growth team run smarter, more efficient campaigns. But as the company scaled, so did my role. Over time, I became responsible for nearly every system, workflow, and touchpoint connected to our patient acquisition and engagement engine. What started as “marketing ops” quickly grew into owning Patina’s entire CRM strategy. HubSpot was built from the ground up, with more than 400 automations, 300+ custom properties, and was the foundation for truly accurate reporting and attribution. This opened the door for deeper lifecycle work, more targeted messaging, and highly personalized email and SMS programs that supported patients from first touch through activation. From there, my scope expanded again, this time into B2B referral operations. I implemented our partner referral system in HubSpot, built prioritization dashboards, and enabled the sales team to identify high-impact partners and track downstream outcomes. Eventually, I stepped in to lead our Engagement Team, which functioned as Patina’s inside sales/call center. I partnered closely with product, engineering, clinical leadership, data, and the executive team to redesign workflows, refine outreach cadences, and operationalize a more coordinated, full-funnel experience. Along the way, I helped drive some of Patina’s most meaningful outcomes: - 31% lower cost per lead - 43% lower cost per new patient - 300%+ patient growth - 10% lift in conversion rate - Faster, clearer visibility into performance through a new analytics framework in Sigma and Looker Studio - A structured test-and-learn program that improved ads, content, on-site experiences, and lifecycle performance - A more connected, scalable engine across marketing, product, clinical, and operations Patina was a place where I wore many hats: operator, strategist, systems architect, analyst, and coach, and my role evolved in lockstep with the company. It was incredibly rewarding to help build a healthcare experience that older adults truly deserved, and to create systems that made it possible to scale that impact with clarity, empathy, and rigor.
Director, Marketing
Crossover Health | March 2022 - January 2023
At Crossover, I joined a team operating at the intersection of primary care, behavioral health, MSK, and virtual-first care with the challenge of helping a high-growth Series C organization translate its value into measurable demand. My role spanned both marketing strategy and operational execution, with a heavy focus on digital performance, funnel optimization, testing frameworks, and cross-functional alignment. One of the most meaningful projects during my time at Crossover was the launch of Aetna Total Health, a brand-new B2B2B2C service model. I built the entire go-to-market strategy from scratch including segmentation, messaging, digital tactics, activation flows, and measurement for employer partners offering Aetna coverage to their workforces. While I was laid off at launch and didn’t get to see results in-market, the work represented a major milestone in how Crossover approached integrated employer + payer partnerships. Across the rest of my portfolio, I led B2C performance marketing strategy and introduced a structured A/B testing and optimization program that significantly improved efficiency. We increased ad click-through rates 5.5x and reduced cost per acquisition by over 50% by refining targeting, creative, and conversion pathways. Using Google Data Studio and Marketo, I built dashboards and analytic frameworks that gave the team far clearer visibility into what was driving acquisition and engagement. This clarity allowed faster decision-making, smarter investment, and more strategic conversations at the leadership level. I partnered closely with product, sales, operations, analytics, and clinical teams to ensure marketing performance aligned with broader business goals. The work helped strengthen channel ROI, improve conversion, and establish a more confident, data-driven approach to growth.
Director, Marketing
Village Health Partners | April 2019 - September 2021
I joined Village Health Partners as the very first marketing hire with a blank slate and a big mandate: build a modern marketing function for a large primary care ACO focused on whole-person wellness. What started as a team of one quickly grew into a full department. I hired and led a team of three and built the systems, strategy, and processes that powered measurable, sustainable growth. From day one, I created the marketing foundation the organization had been missing. I launched VHP's first integrated digital media program, built the analytics and reporting needed to measure performance, and introduced a more intentional approach to patient communication, segmentation, and lifecycle engagement. Within the first 90 days of launching our digital campaigns, we increased new patient acquisition by 23%. I also led the redesign of our patient communication strategy, using segmentation and targeted content to better support patients across their care journey, ultimately contributing to a 14% reduction in patient churn. One of the most visible wins was the online reputation program I built from scratch. By equipping providers and staff with the right tools and workflows, we generated hundreds of 5-star reviews within the first 60 days, strengthening trust and brand presence across the communities we served. Alongside patient-facing initiatives, I also grew local B2B partnerships, helping us become the preferred primary care provider for major employers such as the City of Plano and Pepsi. These relationships expanded brand recognition and created new patient pipelines. Village Health Partners was the role where I truly built a department end-to-end (team, strategy, systems, operations, and execution) and where I saw firsthand the impact a strong marketing foundation can have on both patient experience and organizational growth.
Sr. Manager → Director, Marketing
DentalOne Partners | August 2015 - April 2019
I joined DentalOne Partners as a Senior Manager leading field marketing for 60 dental practices across three states. Within a few months, I was promoted to Director of Marketing. As the organization grew, so did my role. By the time I stepped into the director position, I was overseeing the full marketing strategy for 160 practices in 14 states, supporting both owned and affiliated locations. In the early phase of my work, I focused heavily on field marketing and local-market growth. I partnered closely with operations teams to train office managers, launch promotions, and strengthen community presence. I also built DentalOne’s first field marketing playbook, giving local leaders a clear, repeatable framework for running community events and increasing visibility. Tracking and analyzing event performance became a key part of the function by helping us understand which efforts actually drove new patients and which needed refinement. As Director, my role expanded into full-funnel marketing and organizational growth. I managed a multi-million-dollar budget and led digital initiatives that reduced acquisition costs by 25% while improving patient retention. One of the most meaningful projects during my time there was the development and re-launch of DentalOne’s patient membership program. This was a major cross-functional effort that generated $5M in its first year. It was a true demonstration of strategic planning, collaboration, and operational execution at scale. Across both roles, I helped transition DentalOne from a traditional, field-heavy marketing function into a more data-driven, digitally enabled engine while staying closely connected to the local teams who interacted with patients every day.