SELECT WORK

Simplifying Investing

challenge

iShares by BlackRock is a global ETF leader. To cut through the confusion in this space,  the company needed to increase awareness and find a voice to personify its expertise among a new personal investor consumer segment.

approach

  • Develop a consumer-first content and distribution strategy that includes social, digital, email, direct mail, and events.

  • Humanize financial services by eliminating financial jargon while ensuring message complies with strict industry regulations.

impact

  • 35% increase in pageviews to iShares.com

  • 500 targeted leads captured in email marketing database over a three month campaign period.

  • Strategic ad placements and content syndication in relevant industry sources including Fidelity.com, eTrade.com, Schwab’s ETF Education Exchange, Ameritrade’s thinkMoney magazine, and Money Show.

The Vertical Cloud and Al Comes to Financial Services

Photo credit: Photobank gallery via Shutterfly

challenge

Hearsay Social (now Hearsay Systems) is the leading advisor cloud platform for financial services. The task: build awareness and increase demand for a new suite of enterprise technology products including text, email, and web platforms. 

approach

Lead a team in the development and promotion of innovative and compelling content for multi-channel distribution targeting key stakeholders and varying audience personas.  

impact

Contributed content placed in Fast Company, ThinkAdvisor, LifeHealthPro, Advisor.ca, Wealthmanagement.com and a slew of earned media coverage in relevant fintech publications.

The Future of Work

Photo credit: Upwork Blog

challenge

Upwork is the world’s largest online workplace that connects savvy businesses with professional freelancers. The question: How do we increase brand awareness of Upwork’s CEO as the innovative thought leader that he is on the future of work?

approach

Partner with the CEO and client team to develop a narrative that represents the vision, passion, and industry know-how of its founder, reflecting his personality, tone, and communications style.

impact

Thought leadership placed in top tier and industry-relevant publications focusing on the company’s mission of connecting businesses with talent., including features in Fast Company and World Economic Forum.

Helping to Close the Achievement Gap

challenge

SF Achievers—a local nonprofit that provides college scholarships and mentor programs to African-American male high school students—lacked an online presence that truly represented all the great things it was doing.

approach

As part of a team, devise a plan to revamp SF Achiever’s online presence with optimized content to attract donors, volunteers, and supporters—as well as highlight the incredible young men that it serves.

impact

New and improved website that includes new site pages, improved storyline, updated CTAs, and social media presence.

 

Check out the finished product!

The Age of the Empowered Consumer

Photo credit: Hearsay Social

challenge

How do you build off the success of “The Facebook Era“—a book that pioneered the social business movement and launched a company—and position the company for growth in an increasingly crowded market?

approach

Leverage Hearsay CEO Clara Shih’s innovative and visionary ideas in a second book focused on social business strategy—from submission through final manuscript—through a lens that is sharply tied to business objectives.

impact

  • Post-production media and speaking engagements in: Forbes, Wall Street Journal, Fortune, TechCrunch, VentureBeat, Investment News, Market Watch,  and more.

Startup Grind Global 2020, Speaker/Moderator. Topic: The Ins, Outs, and Future of Storytelling, with Jory Des Jardins (AWS) and Amy Elisa Jackson (Glassdoor), Redwood City, 2020

A. Richard Newton Distinguished Lecture Series - UC Berkeley Sutardja Center, Keynote. Topic: "The Power of Storytelling for Your New Venture," in conversation with Kiel Murray, Story Development Executive and Fmr. Pixar screenwriter, 2019 

Watermark Conference for Women, Speaker. Topic: Social Selling Strategies and the Path to Real ROI, 2016

WITI - Women in Technology International, Speaker. Topic: Uncluttering the Digital Noise: How to Really Market to Women -- Business & Consumer, 2016

 

PACE Advancement Award for demonstrated distinction through product innovation, market leadership, and thought leadership. FindLaw, 2012

 

Individual Focus Award for “Best of the Best” standout work performance. LexisNexis, 2002

 

Most Strategic Win Award for client retention. LexisNexis, 2002.

 

Phi Delta Phi International Legal Honors Society

EContent Magazine, ‘Faces of EContent’ interview

 

Professional Selling Skills® (PSS) Certification

Jack & Jill of America, OBAC Board Member

 

Camp CEO Mentor - Girls Scouts of Northern California

 

National Bar Association

 

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