My team developed strategies to increase customer selection of TIAA as their retirement plan provider and ensured an optimal customer experience by leading all marketing efforts throughout enrollment and the first 90 days of working with TIAA.

As a member of the Digital Marketing leadership team, I designed the strategy, structure, measurement models, and on-going refinement of TIAA’s new Content and Social Media organizations, encompassing a team of 20 and $20MM in annual budget.

Developed Direct-to-Consumer strategy to transform TIAA’s B2B2C business into leading retail financial services firm. The digitally focused, omni channel business model complements the advisor business and allows TIAA to distribute financial products, services, and advice to the mass affluent segment at scale.

Secured resources to invest in building out a Direct-to-Consumer business model by developing economic model, surfacing disjointed customer experience for customers, and identifying enabling initiatives already in flight across the organization. Special Assistant to Chief Marketing Officer on a range of strategic & integration initiatives, including authorship of board papers, advisory council presentations, brand strategy decks and business cases.

I joined TIAA on the client side after running the business for roughly a year at Digitas, TIAA’s advertising agency of record at the time. In my first role, I was an advertising subject matter expert sitting on the brand team and working across all of TIAA’s businesses, audiences and distribution models.

Clients: TIAA-CREF, Whirlpool (KitchenAid small appliances), Pfizer/Boehringer Ingelheim (Spiriva), American Express (consumer charge card & cobrand card acquisition)- Responsible for campaign strategy development and integration across Media, SEM, Analytics, Creative, and Project Management teams.- Developed communication & messaging strategies for a broad range of products spanning financial services, pharmaceuticals and packaged goods. - Omnichannel campaign direction across TV, print, digital, direct mail and social.

Clients: American Express (consumer charge card acquisition)

Clients: Cadbury Adams (Halls, Bubblicious, Sour Patch Kids, Swedish Fish)- Managed and led creative development/production process of four TV ads across multiple campaigns.- Developed new brand positioning for Bubblicious and Swedish Fish based off of extensive qualitative, quantitative and ethnographic research.

Clients: Philips (Sonicare), Merck (Singulair)- Gained best-in-class Account Management experience on blockbuster brand encompassing two different indications, targets, budgets, creative flights and timelines - Led production process from creative development through post-production on five TV spots and seven print ads.- Monitored direct competitors and the general DTC environment to provide analysis and strategic recommendations.