Marketing

Specializing in higher education and non-profit marketing

Develop and implement integrated strategic marketing and communications to advance Fidelity’s brand identity in the marketplace, including an emphasis on employer brand. Broaden awareness of our purpose and values, and increase consideration with key stakeholder audiences. Create marketing to cultivate and enhance meaningful relationships with targeted, high-level external audiences. Work with leadership team and staff to recognize internal and external communication opportunities and execute appropriate strategies to support them. Lead efforts to provide corporate marketing content across multiple channels. Lead relationships with business partners as well as hired agencies and other vendors. Manage, mentor and develop a team of marketing professionals, with a particular emphasis on fostering a strong culture of excellence and collaboration.

Using data driven analysis, managed the research, development and execution of B2C strategic and tactical plans aimed at increasing engagement with high value retail clients .Managed the development, execution and delivery of B2B and end-client communications for four institutional businesses. This included the development of web strategy, management of public and customized web sites, management of all creative development with the internal agency as well as fulfillment and inventory management. Created innovative ways to streamline processes, decrease expenses and increase efficiency while producing an effective, high-quality "product". Managed a staff of 16. Worked with senior management to develop strategic and tactical plans to attract and retain financial professionals in the correspondent clearing space. Designed and implemented a recruiting offering that included marketing collateral, incentive programs, lead generation website and ongoing client engagement. Worked with the Relationship Management team and Product Management to establish programs to increase adoption of products and services.

Successfully designed and delivered the framework for launching, reviewing, modifying and consolidating product lines. Solutions included template for analysis of current lines of business. Impact after implementation was $1.5 million in product subsidy fees. Additionally, the firm gained access to $10 million in “start up” capital. Introduced and implemented primary research function, encompassing qualitative and quantitative methodologies, to the company. Based on the research, initial customer satisfaction projects resulted in a $400,000 savings in the first year following implementation.Leveraging enterprise resources, directed efforts across multiple functional areas to create and launch three marketing programs, two of which were nationally recognized in industry trade magazines and a national consumer publication. Successful completion of over 100 events annually including a 300 person annual sales meeting and a 1000 person event sponsored by the MFS Charitable Foundation.