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David Rook

David Rook

Chief Marketing Officer

Dave is a veteran marketing and digital platforms expert. His passion lies at the intersection of the creative arts, behavioral economics and social sciences. Dave is our go-to resource for out-of- the box creative, as well as strategically sound yet remarkably innovative approaches to the mundane.

Dave spends his days finding new ways to help drive benefit strategies and desired outcomes through more influential employee communications and decision-making tools.

He works hands-on with our clients to tap into the behavioral insights of their workforces – all in an effort to solve their most difficult communication, enrollment and behavioral modification challenges.

A digital products expert since the early days of the Internet, Dave also leads the development and optimization of our benefit automation and HR technology platforms, including both our desktop and mobile solutions.

Dave’s distinguished career includes brand marketing positions with Leo Burnett (General Motors, Philip Morris), Coca-Cola and AOL. More recently Dave was the General Manager of Consumer Media at Hanley Wood and the Chief Marketing Officer at eCommerce retailer Simplexity.

A sampling of the diverse brands Dave has worked on include:

  • Oldsmobile
  • Rockford Fosgate Audio
  • Marlboro
  • Sprite
  • Minute Maid
  • AOL
  • City’s Best
  • Moviefone
  • Architect Magazine
  • ePlans.com
  • Floorplans.com
  • Homeplans.com
  • Verizon
  • T-Mobile
  • When.in
  • GMC Truck
  • Celebrity Cruise Lines
  • Coca-Cola
  • Barq’s
  • Wendy’s
  • Digital City
  • MapQuest
  • Builder Magazine
  • Remodeling Magazine
  • Dream Home Source
  • Houseplans.com
  • Wirefly.com
  • Sprint
  • Urgent.ly


Dave received his MBA at Georgetown University and his undergraduate degree from the Walter Cronkite School of Journalism and Telecommunications at Arizona State University.

When not at the JP Griffin Group, you might find Dave out on the golf course or at a live music venue, all the while checking scores for his beloved perennial underdog, the Chicago Cubs.

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Author's Posts

Five Employment Policies to Review in 2023

David Rook

Employee handbooks are important tools for establishing employee expectations, addressing workplace issues, and defending against potential lawsuits.

Failing to update employee handbooks regularly can make employers vulnerable to legal risks and liabilities, resulting in costly fines, penalties, and attorneys’ fees.

Employment laws are often complicated, and employers need to be aware of any new regulatory developments that may impact their organizations and workforce. Each new calendar year provides employers with an excellent opportunity to review and update the policies in their employee handbooks.

Here are five employment policies employers should consider reviewing in 2023. 

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Topics: Compliance

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It's Time To Reconsider Aggregate Stop-loss Insurance

David Rook

A growing number of employers are currently experiencing a rise in catastrophic health claims, largely due to medical and pharmaceutical advances (e.g., specialty drugs and cell and gene therapies).

In the past, employers have expanded cost-sharing methods to reign in rising health expenses, such as offering high deductible health plans, but today’s employers are hesitant to shift costs onto employees amid the tight labor market.

As a result, many employers with self-funded health plans are actively looking for impactful mitigation strategies. One of the most common strategies is purchasing aggregate stop-loss insurance to help cover catastrophic health claims.

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Topics: self-funding, Funding

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3 Things American Employers Need to Know About Managing Global Benefits

David Rook

As businesses expand beyond their borders, it can be a significant management challenge to structure an employee benefits program.

There’s the risk of failing to meet regulatory requirements or offering packages that are competitive in the United States, but aren’t appealing elsewhere, or are unnecessarily expensive.

In addition, acquired rights rules in most countries outside the U.S. make it difficult to rescind benefits after they’ve been offered, making it essential to get it right the first time.

What’s more, multinational employers need to devote sufficient management time and due diligence efforts to ensure that benefits are appropriately designed and cost-effectively delivered.

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Topics: Multi-Cultural, Global, International

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Why Mid-Sized Employers Should Look at Employee Benefits Captives

David Rook

As companies continue to rebound from the pandemic, ongoing challenges — including staffing shortages, unpredictable demand, and rising supply costs — have businesses on the hunt for any advantage. Evaluating funding strategies for medical benefits programs may be a good place to start.

With employers offering richer benefits to employees as a recruitment and retention incentive, organizations are taking a hard look at the options available. Captive insurance can be an ideal solution for medical benefits, offering mid-sized companies across most industries the opportunity to control medical and pharmaceutical costs and design a more customized health plan.

Compared to companies offering traditional, fully insured plans, companies retain more control and transparency through participation in a medical captive. Employers may also save as much as 30% to 50% in total prescription costs through an actively managed pharmacy program. Overall healthcare expenses may also trend lower over time, creating a cost advantage over competitors and a benefit to the bottom line. However, participating in a benefits captive involves more work and oversight in exchange for plan flexibility and the chance to create healthcare savings.

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Topics: self-funding, Funding

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Six Notable HR and Benefits Trends for 2023

David Rook

Just as HR professionals quickly adapted to changes at the height of the pandemic, they must now adapt and respond to today’s evolving expectations of organizations and employees alike.

As such, savvy HR leaders and professionals will approach 2023 with human-centric strategies that holistically support and benefit workers. Organizations will benefit from putting people first and listening to what their people need.
Today we'll highlight six HR trends to follow in 2023.

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Topics: Employee Benefits

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Is Your HR Department Appropriately Staffed?

David Rook

Deciding how many HR professionals an organization needs to operate effectively is a hotly debated topic. Some organizations rely on metrics to guide them in making this decision.

One of the most common metrics organizations use when deciding whether to hire HR professionals is the HR-to-employee ratio. When properly analyzed, this ratio can aid employers in meeting their HR needs and benchmarking their organizations against others.

It can help employers determine not only how to fill their HR staffing needs, but also analyze how well their HR professionals are delivering on organizational goals.
Today we'll explain the HR-to-employee ratio, how organizations can use it, and what employers should consider when deciding whether to hire HR professionals.

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Topics: Staffing

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Upcoming ACA Reporting Deadlines

David Rook

Employers subject to Affordable Care Act (ACA) reporting under Internal Revenue Code Sections 6055 or 6056 should prepare now to comply with reporting deadlines

in early 2023.

For the 2022 calendar year, covered employers must: a) furnish statements to individuals by March 2, 2023; and b) file returns with the IRS by Feb. 28, 2023 (or March 31, 2023, if filing electronically).

Penalties may apply if employers are subject to ACA reporting and fail to file returns and furnish statements by the applicable deadlines.
Note that while the annual deadline for furnishing statements to individuals is Jan. 31, the IRS finalized a 30-day automatic extension to the annual furnishing deadline. Thus, the deadline for furnishing statements to individuals for the 2022 calendar year is extended from Jan. 31, 2023, to March 2, 2023.

In addition, the IRS has provided an alternative to automatically furnishing statements to covered individuals in certain situations.

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Topics: Compliance, ACA, PPACA

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The Pros and Cons of Pay Transparency

David Rook

Emboldened by a strong labor market, employees find themselves in the driver's seat these days when it comes to demanding pay transparency. And with a growing list of jurisdictions now requiring employers to share compensation information, this trend shows no signs of slowing down.

In this post we will address the rules surrounding pay transparency across the country and workers’ growing demand for it. We will also discuss employer pros and cons, as well as strategies to implement pay transparency practices in an organization.


Pay transparency is when an employer openly communicates pay-related information through established practices to current or prospective employees. Employers can provide this information through various channels, such as online job sites, job postings, or during an interview.

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Topics: Equality, Compensation, Price Transparency

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Complete List of 2023 IRS Contribution Limits For Tax-Advantaged Employee Benefit Programs

David Rook

The IRS has finally announced adjustments to 2023 contribution limits on various tax-advantaged health and dependent care spending accounts, retirement plans, and other employee benefits such as adoption assistance and transportation benefits. Many of these contribution limits, though not all, are indexed to cost-of-living adjustments.

Together, these combined announcements by the IRS detail 2023 adjusted limits to the amounts employees can tuck away pretax into Flexible Spending Accounts (FSAs), Health Savings Accounts (HSAs), transportation benefits, and retirement plans such as 401(k)s.

While IRS limits for HSAs and HDHPs are required, by law, to be announced by June 1st, limits for these other pretax savings vehicles always seem to come so late in the year that many employers have already completed their employee benefits open enrollments.

Employers who have already completed open enrollment for 2023 have two choices when it comes to communicating these updates; 1) they can do nothing, since there isn't an obligation to make the maximum election amounts available to employees, or 2) they can reopen the enrollment process and let employees who want to increase their elections do so before December 31st, for calendar year plans.

What follows is a consolidated summary of the new IRS limits;

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Topics: Compliance, Employee Communications, HSAs, Retirement Planning, HDHPs, FSAs

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Organizational Downsizing Considerations

David Rook

Deciding to terminate an employee is never easy, and it only becomes more difficult and complex when companies need to eliminate multiple employees in their workforce.

Organizations downsize for many reasons, but mass layoffs are most common during times of market volatility or poor financial performance. Whatever the reason, successfully downsizing can be challenging and is rarely risk-free. It can have a lasting impact on an organization and its reputation. However, a strategic and careful approach to downsizing can mitigate potential damage and put a struggling organization on the road to success.
Today we'll explore organizational downsizing, including why organizations downsize, strategic approaches and considerations when downsizing, possible alternatives, and potential legal issues.

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Topics: Strategy, Downsizing

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