Director, Employer and Advisor Marketing | Fidelity Investments, Boston, MA | 2021 – Present

Growth and performance marketing lead for Fidelity's Emerging Products segment, currently focused on Fidelity Advantage 401(k) (small business retirement) and Advisor PEP (advisor-sold pooled employer plan).

• Growth, Acquisition & Funnel Performance — Fidelity Advantage & Advisor PEP

• Own acquisition strategy and funnel performance for two emerging, first-of-their-kind Fidelity products sold primarily through digital acquisition (paid media, paid search), from targeting and messaging through conversion.

• Increased opportunity-to-sale conversion rate by 10% year-over-year through refined targeting, segmentation, and messaging testing.

• Improved win rates by 10% year-over-year and pipeline velocity by 7%, through tighter alignment between acquisition messaging and sales handoff.

• Grew paid media efficiency, delivering a 30% year-over-year increase in leads despite a 5% reduction in media spend.

• Built message architecture and audience segmentation across 4 distinct customer segments, partnering with paid media agency Havas to tailor acquisition campaigns from initial value prop through execution.

• Lead go-to-market and launch strategy for Advisor PEP, Fidelity's first advisor-distributed pooled employer 401(k) — partnering with the CMO's office and an outside distribution partner on brand guidelines and channel strategy for this first-time product offering.

• Serve as primary marketing point of contact translating product and business goals into acquisition and content strategy, partnering with Product, Sales, and Client Engagement to prioritize initiatives each quarter.

Growth Leadership — Plynk Launch

• Led go-to-market and growth strategy for Plynk, a personal finance app, executing a $9M cross-channel acquisition campaign that drove 180K app installs and a 50% reduction in customer acquisition cost.

• Directed a $400K influencer program end-to-end — strategy, vetting, and content review — growing the Plynk customer base by 176K accounts in two years through data-driven targeting and optimization.

• Owned a $10M+ paid media budget and managed the external agency of record (Havas) across planning, activation, and analytics.

• Built Plynk's owned channels and conversion infrastructure from the ground up: website, GA/GTM implementation, and social platforms, in close partnership with Product and Sales.

• Built cross-functional reporting infrastructure (Google Analytics, Power BI, Snowflake) to source paid campaign data for consistent, business-wide reporting and experimentation.

Tova Kaplan Retail Startup Consultant, Boston,  MA  - 2018 - 2021

• Brand strategy and redesign for Crane & Lion, athleisure apparel startup: Led the strategy and execution of a brand redesign, including the ideation, planning and execution of owned & paid marketing campaigns. Developed new branding elements for in-store and e-com channels, amplifying brand consistency and visual appeal. Developed seasonal marketing campaign, leading to 70% sales increase & 200% conversion rate increase YoY.

• Product launch strategy & content development for Alps & Meters, luxury apparel startup: Advised on the creative strategy and marketing campaign to promote the launch of their first women’s product line. Campaign resulted in a 75% growth in eCommerce sales and a 33% decrease in customer acquisition cost. Advised on cross-channel marketing strategy and promotional tactics to build consumer base. Built women’s asset library including the production of on location photoshoot in Aspen, CO

• Product launch, brand strategy, e-com site for Orfiks, performance sock startup: Collaborated with CEO to build a brand strategy for their first product launch. Ensured a consistent message across all marketing & sales channels. Lead the planning, execution & content development of all marketing materials, including the e-com platform.

• Brand consultant for the The Katie Couric Show: In my role as a Brand Consultant for Katie Couric, I led the organization and evaluation of her professional wardrobe, focusing on how retail and lifestyle influence personal branding. Collaborating with various brands, I sourced unique pieces to enhance her image for the talk show, resulting in a thoughtfully curated wardrobe that truly reflected her fresh identity. This distinctive look blended a diverse selection of lifestyle brands, effectively elevating her personal brand in the public eye.

  Additional Clients include: Excel Academy Charter School, Proverb Agency, JanSport, Tinyhood, GymIt, Healthworks

Almighty Agency, Boston,  MA - Sr. Digital Producer 2014 - 2017

• Led the ideation and execution of large-scale multi-channel campaigns, managing client relationships and ensuring high-quality campaign delivery. 

• Led team to launch first cross collaboration between Disney, Amazon & New Balance. 

  Clients: New Balance, L.L.Bean, LoJack, Mount Ida, Alltown, Disney

Brand Content Agency,  Boston,  MA - Sr. Account Manager 2010 - 2012

• Owned client relationships and supervised integrated marketing campaigns. 

  Clients: Monster.com, Keurig, New Zealand Wool

Arnold Worldwide Ad Agency, Boston,  MA -  Account Manager 2007 - 2010

• Owned client relationships and supervised integrated marketing campaigns. 

• Part of small task force to launch Spirit, new brand of dog food for Purina

  Clients: Nestle Purina, Carnival Cruise Lines, Dana-Farber Cancer Institute 

Anthropologie, Philadelphia,  PA  - Assistant Accessories Buyer 2006 - 2007

• Designed and  implemented sample management and merchandising systems, analyzed sales for markdowns and managed vendor relationships