About

I have a proven track record of building partnerships in organizations to enhance distribution efforts and develop differentiated and innovative
go-to-market strategies.

Using data analytics and customer insights, I develop and drive integrated marketing campaigns that deliver breakthrough content to deepen customer engagement, generate qualified leads and produce results. I am highly skilled at creating and syndicating various content including presentations, white papers, investment commentaries and market updates, and optimizing its form and delivery based on the target audience. I leverage data and customer insights to test, measure and refine strategies to maximize ROI.

My passion, deep sense of accountability and creativity has made me successful in the various marketing positions I’ve held throughout my career. I offer a unique combination of expertise and experience in retirement solutions and asset management marketing.

Expertise

• Plan sponsor & advisor marketing
• Participant engagement
• Asset management marketing
• Team management
• Customer experience mapping
• Project management
• Content strategy

At-a-Glance

Areas of Focus

How i spend my free time

Fun Facts

Example #1.

Modernizing a legacy offering by utilizing an effective mix of digital touchpoints to generate leads and drive asset retention.

Target audience:  B2B - Institutional (plan sponsors) and B2C - individuals age 55 and up.

Challenge:  Annuities have long suffered a bad reputation because they're perceived as complex and difficult to understand.  As America's creator of the first variable annuity, how does TIAA modernize its offering, educate participants and overcome objections to annuitizing?  

Solution: Leveraging our Centennial celebration, we deployed an effective mix of digital touchpoints to promote our legacy and expertise in lifetime income.  This strategy created a halo-effect around our annuities as our approach was to educate and reinforce the unique role variable annuities play in providing retirement income.

We also took this opportunity to modernize our offering by introducing Income Test Drive - an industry first variable annuity feature.  Through touchpoints that included emails, landing pages, video and webinars, we reinforced the importance of creating a retirement income plan and encouraged participants to call to learn more. We created a straightforward and simple look, feel and tone to our communications to dispel the misconception that annuities are too complex to understand.

Results: 

☑ Drove qualified leads to call and learn more about Income Test Drive

☑ Email outperformed open-rate benchmark by 14.3%

☑ Click-through rate outperformed benchmark by 3.5%

Example #2.

Customer insights inform marketing campaign that double flows to mutual funds.

Target audience: B2C – individuals (existing plan participants).

Challenge:  Getting individuals to save in their retirement plan is a challenge enough, but how do you get them to save more outside of their plan?  

Solution:  Working with customer insights, we developed a targeted campaign to increase customer share-of-wallet.  We focused on promoting TIAA-CREF’s Social Choice Equity and Social Choice Bond mutual fund, targeting those participants who were already contributing to a social choice fund in their retirement account with a needs-based message.  We deployed an integrated mix of digital and traditional touchpoints including landing pages, video, email, direct mail and webinars.  Through data analysis, we tightly defined our audience to ensure that our needs-based message was relatable and specific to an issue germane to their life stage.

Results: 

☑ Doubled net new asset flows into our Social Choice products from existing participants

☑ Reduced cost per customer acquisition

☑ Achieved average video completion rate of over 80%

Example #3.

High-octane content strategy gets the most mileage out of thought leadership paper.

Target audience:  B2B - Institutional (plan sponsors and advisors) and B2C - individuals.

Challenge:  A lot of companies talk about retirement income. So how does TIAA elevate its message to become relatable, relevant and referable?

Solution:  Few companies have a Chief Income Strategist, one dedicated to purely advancing the dialogue around retirement income. To promote further discourse on retirement income and our expertise, we used a “think tank” model to deliver relevant, scalable and optimized content across TIAA’s digital and traditional channels.

For example, we worked with our Chief Income Strategist to develop a surround-sound content strategy to promote our lifetime income expertise through a paper that examined the gender retirement gap. We produced newsletter articles, a video, webinar, online community posts and worked with our public relations team to maximize the impact and reach of our message.

Results:

☑ Garnered numerous industry press coverage including Bloomberg, PLANSPONSOR, PLANADVISORS and Ignites.

☑ Reached a combined total of over 27,000 plan sponsors and consultants through featured newsletter article

☑ Secured a guest expert feature on TIAA’s Woman2Woman online community.

Contact

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