Senior Director, Brand Strategy And Innovation
Formerly TIAA-CREF, TIAA is a Fortune 100 provider in the retirement market with $1.3 trillion in AUM.Since joining in 2015, I have played an integral leadership and strategist role in TIAA’s brand evolution from a domestic, single product retirement plan provider into a globally diversified financial services company, with first-time expansion into the Corporate and Retail markets. During this time, I led strategy that supported TIAA’s growth beyond the Institutional 403b market as the company launched products to the mass market for the first time in its 100-year-history. Initially brought in for digital marketing and experience strategy expertise, my role evolved quickly due to demonstrated strengths in brand design systems, architecture, and strategy. Within 9 months, I was appointed Workstream Lead for TIAA’s 4-year, $200M rebrand, where we evolved the brand’s feel, look, attitude, and voice for internal and external (B2B, B2C, and B2B2C) audiences. Today, I continue to drive brand strategy across a complex enterprise ecosystem comprised of TIAA Enterprise (parent company), TIAA (the Retirement Planning Business comprised of retirement, retail, institute), and Nuveen affiliates (TIAA’s asset management arm), with diverse product portfolio that includes Target Date Funds, Investment Line-Up, Annuities (flagship product), Financial Wellness, and IRA.
