TIAA
Product Marketing Consultant
- Spearheaded the development of an integrated marketing strategy, messaging strategy, and call to action for participants nearing retirement which resulted in 15% increase in annuitizations.
- Led concurrent marketing campaigns targeting institutions and retail consumers - Managed project plan and budget from start to finish.
- Collaborated with product development team to modernize and update online engagement tools and field marketing materials.
- Built out a culture of robust data collection and A/B testing to improve campaign performance leading to an average improvement of 66% from campaign start to campaign end.
- Managed cross-functional integration with Marketing partners including: Digital, Creative Services, Agencies, Legal & Compliance, Brand, Internal Communications to generate dynamic marketing content and communication tools.