I’ve had the pleasure and luxury of working across all facets of the financial services industry – from personal banking to credit cards to private wealth management to institutional investing. I understand the consumer’s limited financial literacy. I understand the professional servicing needs of FAs and RIAs as well as the brokerages and broker-dealers who work with them.
eLearning Courses
Spearheaded an eLearning proposal for J.P. Morgan Chase Structured Products client. Assembled a team of people from IBM’s Learning & Knowledge (instructional designers, courseware engineers, project managers, programmers) and Digital Services Group (video, audio animation) plus the help of Think Academy, leveraging their learning templates to develop the prototype for SI 360.
Innovation
Supervised research for some of Citibank’s Innovation Labs projects, including investigating the use of blockchain, cryptocurrencies, augmented reality and virtual reality in personal banking and private wealth management.
Apple Watch App
Directed a creative team toward the launch of Citibank’s Apple watch app, collaborating among development teams at Citibank and IBM across the U.S., Poland and India, leveraging the SDK for the un-released Apple watch.
Wealth Management App
Collaborated with quant researchers, economists and financial psychologists at Bloomberg Wealth to develop an app and website that would enable self-directed investors to manage their money through account aggregation. The platform oversaw $1.5 billion in assets and around 700 clients. The end pivot went from end clients to financial advisors and registered investment advisors.
iPad Sales App
Built BlackRock Drive, an iPad app, leveraging volumes of financial 2013 content for internal sales teams to use with wirehouse and broker-dealer clients.
eNewsletter Launch
Launched, oversaw and managed newsletter campaigns for Institutional Investor and Alpha magazines. Managed and designed daily look and feel as well as interactivity of the website. Launched their first-ever multimedia content of the magazine. Recommended new business models to capitalize on monthly content being produced, brokering a deal with Bloomberg services and the Financial Times.
50+
Fortune 500 Companies Impacted
14
Greenfield Projects
27
Ad Agency Awards
2+
Decades of Experience
Content Strategy Projects
Conducted design thinking workshops across business units to understand the content needs of Morningstar during a website relaunch. Audited existing content and made recommendations for reorganizing content for users and not by siloed BUs.
Overhauled the content strategy and content development across 5 Freddie Mac websites.
Developed an in-house portal combining middle-office and back-office transactions across 4 business units for State Street.
Launched a new online tool for Charles Schwab integrators and registered investment advisors who were “switching” brokerage services to Schwab. Stepped questionnaire with business rules across business units.
Audited content for MFS.com. Made content strategy recommendations for reorganization of content based on personas and website metrics.
Conducted market analysis across brokerage services, including emerging fintech, to assess a content development strategy for E*TRADE.
Analyzed the user’s content needs across Blackrock’s consumer offerings, made recommendations.
Audited the content of Lord Abbett’s website. Put together a content migration plan, taxonomy and content development workflow system. Workshopped the entire process.
Spearheaded content development for American Express‘ OPENForum.com, identifying SMB-appropriate bloggers and content creators to contribute to a robust marketplace of ideas for solopreneurs to mid-market companies. Repurposed existing small business credit card content and promoted new SMB voices with new content.
Hired copywriters and editors to revamp the content for PNC Bank after a rebrand. Developed copy guides, style guides and business rules for each persona’s needs.
Colleague Feedback
OPENForum.com is a small business networking site for business owners.
Adrienne was instrumental in planning and strategically laying out how and where content would be displayed. She was dynamic in her efforts to cull all information including but not limited to forums for small business owners to network, video, audio clips, and content articles. Adrienne has drive and passion for her work. She gives 110%, is a strong partner to marketing and all 3rd party vendors. The launch of OPENForum.com would not have been possible without her expertise.
It was easy to know what I had to write and to understand what I needed to do to ensure my work fell into line with that being produced by the other writers. There was a massive amount of information that
had to be organized for this project and a big team. Adrienne kept on top of all of it, kept the project moving forward, was available with answers to questions and made sure all the people on the project were
fairly compensated. In short, Adrienne made what could have been an extremely difficult project a pleasure. She’s a true professional.
I’ve worked across the spectrum of the financial services industry, from personal banking to credit cards to private wealth management to institutional investing. I’m keen to do more in FinTech, InsureTech and WealthTech.
From chipsets to cloud computing and blade servers to cognitive computing, I’ve worked across a wide array of technology hardware, software and services marketing needs. And some pretty cool greenfield projects, too.
DTC, DTP. On-brand, off-brand. MOA, MOD. All varieties of pharma marketing. And some cool service design projects, too.
