Key Accomplishments:• Brand Strategy: Part of the core team to launch TIAA’s new brand, including a name change from TIAA-CREF to TIAA, visual identity, and messaging. Responsible for development and execution of cross-enterprise strategies and tools to ensure marketing & front-line employees were aware of, and could take advantage of, national brand activities. Led development of external communications to clients. •Business Development: Oversaw development and execution of campaign efforts to help B2B sales teams meet and exceed goals. Team was responsible for developing and executing integrated marketing campaigns and developing & growing partnerships with key industry organizations to increase awareness. • Retail Sales Strategy: Develop marketing strategies for over 200 Financial Consultants and oversee implementation of programs. Strategies include development of lead generation campaigns through direct marketing and outbound calling channels, and development of toolkits to increase the effectiveness of the sales staff at key decision points.•New Product Development: Partnered with a fintech startup, to standup a student debt solution in 12 weeks.• Marketing Strategy & Campaign Development: Developed TIAA’s first participant on-boarding and retention program.

Developed advertising and digital initiatives targeting benefits brokers, human resources decision makers, CFOs, and employees. Increased media impressions by 104%, decreased the cost-per-visit by 20%, & increased web site activity by 38%.

Developed strategies to help clients increase profitability and overcome competitive threats.