Develop and implement marketing strategies to drive brand awareness, attract new clients, and foster business growth for a leading independent financial advisory firm.

Providing marketing consulting for the non-profit Women’s Employment & Resource Center (WERC), overseeing marketing for semi-annual fundraising events, developing communications plan and managing social media, advertising and direct mailWorked as a marketing consultant to Ballston Spa National Bank, developing content strategy and creating content for the wealth management section of their websiteServed as pro-bono marketing consultant for the non-profit Equinox, developing a marketing plan to promote the 50th anniversary of the Equinox Thanksgiving Dinner, which served more than 10K people annually

Responsible for the planning and implementation of marketing strategies and associated tactics for the retirement and financial planning business areasACHIEVEMENTSLed development of BeyondWork, a data-driven marketing initiative designed to build brand awareness, drive sales, and foster client retention; created omni-channel campaign to generate leads and engage clients directly through targeted digital media (web, email, social media); exceeded expectations for client engagement, with email campaign generating 35-39% open rates and 23-30% click-through rates (vs. industry benchmarks of 22-34% and 10-15%, respectively)Served as marketing lead on the launch of a new suite of financial planning tools, working with product managers and technology partners on improving the user experience and client engagementDeveloped Free Forever IRA, a promotional campaign designed to stimulate asset growth and entrench client relationships, generating 87,000 new accounts and $19.5B in new assets, exceeding revenue goals by 350%Managed campaign to capitalize on the Roth IRA Conversion opportunity, delivering targeted content for unique client personas, resulting in $3.9B in new assets over the course of one year, an eight-fold increase over the prior yearRESPONSIBILITIESCreated client-centric, data-driven integrated marketing campaigns to drive awareness and engagementDirected strategy and execution of marketing initiatives, employing traditional, direct and digital mediaDesigned marketing plans to support business goals and drive key initiatives, including acquisition, retention, and relationship expansionLeveraged research, client data and insights to guide planning, identify target audience segments, establish key performance measures, inform communications, and evaluate program effectivenessArticulated positioning and devised content strategy, developing targeted content by client segment

Marketed investment products and solutions, including mutual funds, 529s, UITs, CEFs, ETFs, managed accounts, and alternative investmentsTranslated business priorities into practical strategies, plans and tactics that delivered bottom line resultsPartnered with product management, sales, stakeholders and contributors in the development and delivery of program componentsDeveloped sales outreach programs, arming advisors with simple, actionable resources to engage clientsEstablished priorities and deployed internal and external resources; devised and managed annual marketing budget; built, trained, and managed team; managed ad agencies, consultants, and freelancers

Assumed management of family business, providing leadership in evolving lodging, restaurant and catering business

Built and managed team of marketing professionals to support the launch of multiple business units and product lines, including mutual funds, managed accounts, and 529 college savings program. During a time of unprecedented business growth, successfully transformed marketing culture from tactical sales support to a strategic marketing discipline focused on integrated marketing and sales campaigns. Led corporate-wide rebranding effort and established brand identity system across the NYLIM enterprise. Launched the CollegeSense 529 College Savings program, supported by a comprehensive suite of collateral, sales training, and targeted communications.Launched the MainStay Managed Accounts program and quickly gained entry to key firms’ platforms and distribution systems.Established new communications system for the mutual funds business, significantly reducing the number of materials and introducing web-based, digital collateral, resulting in cost savings of 30%. Launched new ‘Online Sales Desk’ web site, featuring an online literature ordering system and streaming video and audio market commentary. Kasina, a management consulting firm specializing in e-business strategy, recognized the site as one of the top 10 web sites for financial professionals and ranked the site number one in content.

Provided strategic and tactical marketing leadership, marketing mutual funds directly to investorsLed shift from one-off tactics to integrated marketing and sales campaignsUtilized customer segmentation strategies to evolve from a product marketing emphasis to a customer-driven focusManaged direct marketing campaigns (previously unprofitable) that delivered payback in less than 24 monthsServed as key contributor in rebuilding the firm’s marketing capabilities