Vericity, Inc. announced the hiring of Melissa Balsan as Executive Vice President (EVP) and Chief Marketing Officer (CMO). This appointment coincides with the upcoming retirement of Vericity's current EVP and CMO, Laura Zimmerman. Effective January 9, 2023, Balsan will report to Vericity's Chief Executive Officer, James E. Hohmann and oversee all aspects of the Company's marketing efforts.

As a proven Direct-to-Consumer marketer with significant demand-generation and brand management experience, she will play a pivotal, strategic role in accelerating Vericity's future growth plans. As CMO, Balsan will be responsible for leading a fully integrated marketing strategy for the eFinancial and Fidelity Life businesses. Balsan will be responsible for advancing digital marketing capabilities while overseeing organic and search engine marketing, paid media, lead generation, strategic partnerships, and online sales for the Company's patented life insurance offerings.

She will also play an integral role in Vericity's enterprise strategy, operational planning, and competitive intelligence to create a seamless customer experience. Balsan comes to the company from GoHealth where she served as Chief Marketing Officer. She previously served as CMO for Endurance Warranty Services and has held marketing leadership positions at direct-to-consumer businesses including Perdoceo Education Corporation and CareerBuilder.com.

Laura Zimmerman will be assisting in the transition and will retire in April of 2023. Zimmerman, who has been with the Company since February of 2016, will continue to serve on Vericity's Board of Directors. Balsan attended Adrian College in Adrian, Michigan where she earned her BBA in Marketing.

She will operate primarily out of the Company's Chicago office.