Led the development of integrated marketing campaigns from concept to production to increase product awareness and market share that included tactics such as email, content marketing, search optimization, social media, digital advertising, videos, webcasts and special events. Developed impactful messaging and value propositions to support product and educational campaigns. Created new and optimized existing sales collateral, thought leadership and digital content. Developed and executed digital marketing strategy including email campaigns, landing page / microsite implementation, learner videos, paid search / SEM ads, banner ads, and live webinars. Measured and reported on lead generation efforts (email, microsites, webcasts, digital ads) with a focus on identifying trends, optimizing approaches, increasing KPI and creating best practices for the firm. Identified new ways to reach target audiences and to uncover undiscovered prospects.

Promoted fee-based advisory programs to Financial Consultants (FCs) by providing sales training, product expertise and industry information. Advised FCs on the use of specific fee-based programs based on their clients’ needs. Oversaw FC compliance to advisory program guidelines and to program participation qualifications. [Note - RBC purchased Ferris, Baker Watts]

Led a team in the support of sales, product and training efforts across traditional retail and financial advisory platforms including: mutual funds, 529 college savings plans, third party retirement products, charitable giving funds, and offshore funds. Conceptualized and executed the firm’s mutual fund sales focus and strategy, including the creation of in-house and public marketing materials. Advised on compliance and regulatory issues. Reviewed, negotiated and executed contracts.

Led a team in the support of sales, product and training efforts of the firm’s fee-based products -- mutual fund wrap; separately managed accounts; fee advisory accounts. Evaluated and selected external, turn-key, separately managed account program offerings. Initiated and developed new product marketing and sales strategy. Advised on compliance and regulatory issues. NOTE -- position was held concurrently with the Mutual Funds Product Marketing Manager position.

Analyzed financial data to make selections for alternative deal structures and financing.