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A creative, disciplined leader with a passion for branding and content. I develop programs that define brands, contribute to business goals and add value throughout the customer journey. My expertise is in developing a content strategy and then driving implementation, measurement and optimization across paid and owned experiences. Starting in television news taught me to quickly find compelling stories and craft clear, simple language and visuals. As a leader in both agency and client-side roles, I’ve built teams to efficiently produce content on brand, on strategy and aligned to a customer journey. My work spans financial services audiences – Financial Advisors, retail retirement savers, workplace participants, life insurance consumers, high net worth and active investors. No matter the target audience, I demystify complicated concepts or products to educate and drive action that will improve lives and impact the brand and business.Specialties: Bridging business strategy, brand strategy and content strategy; Developing content strategy and seeing it through to execution; Developing content programs for a broad spectrum of financial services audiences and topics; Building relationships to drive coordination and efficiency in large organizations
Novartis
View- Website:
- novartis.com
- Employees:
- 5
- Company phone:
- +41 61 324 11 11
- Company email:
- eric.althoff@novartis.com
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Content Strategy LeadNovartis Jul 2022 - PresentBasel, Baselstadt, ChBuilt, implemented and scaled a standardized approach for a documented content strategy adopted by 100% of priority brands. Forging new ways of working to implement content strategy as a framework to ensure strategic alignment across marketing materials and experiences that ultimately drive behavior change. Establishing a standardized approach to content planning to drive both effectiveness and efficiency. Consult on creative execution from audience research, to briefs, to concepts, to execution -in order to ensure the highest quality content and strategic alignment.
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Senior Director, Content StrategyNorthwestern Mutual May 2021 - Jul 2022Milwaukee, Wi, Us• Developing and implementing a Content Strategy to align to Northwestern Mutual’s unique value proposition and approach to financial planning. • Leading a team of editors in creating content to fuel brand-to-consumer and advisor-to-consumer distribution channels including SEO, social media, enewsletters, Advisor websites, in-person tools and strategic touch points throughout the customer journey. • Ensuring content is infused with guidance and expertise that aligns to Northwestern Mutual’s approach to financial planning. • Developing and implementing planning processes, cross-functional calendars, and narratives for greater enterprise coordination. -
Director, Advertising, Brand And ContentPrudential Financial, Individual Solutions Group May 2018 - May 2021Lead content strategy team across Annuities and Life Insurance business. Partner with product marketing, paid media, research, communications, digital, social, SEO teams to create messaging, positioning and holistic content and promotional plans. Partner with analytics and digital to assess effectiveness and to optimize ongoing creation. Launch Annuities to fee-only RIA audience: Developed unique messaging grounded in Prudential expertise and solutions offering. Created plans to bring a 140 years+ brand to a new, highly targeted audience. Championed a whole new way to use data to target RIA audience across paid social, search and digital display."Conversations" Consumer Campaign: Leveraging audience insights and the power of humor, engage target audience and increase brand favorability and product consideration. Showcase real families discussing retirement, illness and life insurance. Campaign scored above benchmark for likability, product consideration and brand awareness. Was also leveraged across intermediary campaigns for Financial Professionals to use with their own clients.
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Director, Content StrategyPrudential Financial Dec 2016 - May 2018Newark, New Jersey, UsAs the Content Strategist for the Individual Life Insurance (ILI) Group, I managed and cultivated a strong relationship with the in-house media agency. Together, we built award-winning, impactful media and content plans including ILI's first consumer-facing advertising campaign. -
Executive Director, Client SolutionsImprint Dec 2014 - Dec 2016Lead account management and strategy, developing content strategy and program management to ensure execution was on strategy, on brand, on time and on budget. Spanned channels and audiences including retail, advisors, and 401k participants. Clients included Fidelity, T. Rowe Price, Lincoln Financial, and Girl Scouts. Content Marketing Awards: Winner of Agency of the Year - 2017Gramercy Institute: Most Valuable Partners in Financial Marketing - 2015
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Director, Content ManagerUbs Wealth Management Aug 2013 - Nov 2014Launched first-ever Advisor to Client multi-topic Enewsltter and member of core team that launched new LInkedIn Platform for Advisors. Manage content strategy to ensure content is timely, aligned to business goals and of the highest editorial quality; support Advisors in effectively articulating their personal brands; identify content needs, based on client and field insights, relevance and impact to business goals.
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Director, Project ManagementDow Jones Content Lab Apr 2010 - Jul 2013Lead a client service team for custom publishing agency producing content such as magazines, e-newsletters, iPad apps, videos, segmented and personalized communications targeting retirement plan participants, advisors and retail investorsDevelop content strategies for blue chip clients to drive overall objectives which reflect personal finance and consumer trends and new channel opportunitiesResponsible for development of new business proposals and present at prospect meetings
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Associate Marketing DirectorCustom Solutions From Smartmoney Mar 2007 - Mar 2010Manage a client service team of five for SmartMoney’s custom publishing agency Develop marketing strategy and manage execution of magazines, catalogues, annual reports, prospectus wraps, online content, digital versioning, e-learning seminars and customized advisor newslettersOptimize resources and workflows across departments and projects Track and manage all billing, annual and monthly revenue reports and forecasting
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Senior Marketing ManagerCustom Solutions From Smartmoney Sep 2002 - Mar 2007Account manager for strategic accounts producing communications for retirement plan participants and retail investorsResponsible for ensuring all client deliverables reflect the clients’ voice and support their evolving business and communications objectivesEstablish, track and actualize annual marketing budgetPlan and execute all promotional and client retention efforts including sales sheets, mailings and conference sponsorshipsDevelop and execute client retention plans including client events, gifts, premiums and awards programs
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Marketing ManagerCustom Solutions From Smartmoney Jun 2001 - Sep 2002Account manager for financial services firms’ retirement plan participant newsletters; Establish workplans and manage all client communications; Coordinate editorial department, design department and vendor printers to produce quarterly newsletters
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Associate Producer/Guest BookingsMsnbc Jan 1999 - Jun 2001New York, New York, Us -
Associate ProducerNews 12 New Jersey 1997 - 1998
Kate Barchie Skills
Kate Barchie Education Details
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Syracuse UniversityBroadcast Journalism
Frequently Asked Questions about Kate Barchie
What company does Kate Barchie work for?
Kate Barchie works for Novartis
What is Kate Barchie's role at the current company?
Kate Barchie's current role is Content Strategy Lead.
What is Kate Barchie's email address?
Kate Barchie's email address is ka****@****ubs.com
What is Kate Barchie's direct phone number?
Kate Barchie's direct phone number is (800) 778*****
What schools did Kate Barchie attend?
Kate Barchie attended Syracuse University.
What skills is Kate Barchie known for?
Kate Barchie has skills like Editorial, Online Advertising, Content Strategy, Digital Media, Marketing, Marketing Strategy, Publishing, Digital Marketing, Integrated Marketing, Magazines, Digital Strategy, Content Management.
Who are Kate Barchie's colleagues?
Kate Barchie's colleagues are Luísa Senra, Alfred Ma, Utku Ocak, Debbie Chang, Arthur Nuccio, Alberto Villena, Cpa, Mohd Razihasnain.
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