Tobin Richer | EVP, Marketing & Communications

Tobin Richer

Tobin Richer is Executive Vice President of Marketing and Communications at OPENLANE. In this role, Richer is responsible for the company’s enterprise marketing and communications activities, including oversight of internal staff and agency resources to accelerate customer acquisition and sales, enhance the customer experience, improve retention and loyalty and promote the overall brand, strategy and reputation for OPENLANE and subsidiaries. Richer leads a diverse team of marketing and communications professionals focused on executing data-driven, multi-channel brand awareness, customer engagement, product promotion, sales enablement, corporate reputation and social responsibility campaigns. He also leads all strategic communications functions across OPENLANE including public relations, social media and executive, internal, and crisis communications, as well as all enterprise customer experience functions.

Richer has more than 20 years of proven results accelerating growth, transforming culture and amplifying brands in geographically and operationally diverse environments ranging from technology startups to established Fortune 50 environments. Prior to joining KAR, he held several senior leadership positions at Anthem, Inc. (now Elevance Health), including Vice President of Corporate Communications where he led all executive communications, clinical communications, reputation management and creative services activities. At Anthem, Richer also served as Executive Advisor to the CEO and Staff Vice President of Clinical Health Policy and Promotion where he focused on effectively positioning Anthem’s executives and communicating the company’s public policy positioning during health reform.

Before his time at Anthem, Richer was an attorney in the corporate health care practice at Michael Best & Friedrich LLP in Milwaukee, Wisconsin. Richer began his career building statistical models and providing policy and regulatory analyses supporting the identification, investigation and prosecution of Medicare and Medicaid fraud at the US Department of Health and Human Services. In 2001, his work earned him the “Administrator’s Award,” the agency’s highest honor.

Richer previously served on the boards of directors of the United Way of Central Indiana, the Indianapolis Opera and the Indiana chapter of the American Heart Association. He holds a juris doctorate from the DePaul University College of Law, a master of public health degree from the Johns Hopkins University Bloomberg School of Public Health, and a bachelor’s degree from University of Wisconsin-Madison.

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