CAMPAIGN/PROGRAM MANAGEMENTWealth Management: Possible is Here
As the program lead for BNY Mellon|Pershing's targeted ad campaign to reach registered investment advisors, I orchestrated a comprehensive briefing session and seamlessly collaborated with our in-house creative team, freelance copywriter, and business stakeholders. Leveraging my past Pershing experience, I aligned the creative strategy with precision to meet business needs. In addition to crafting compelling ad copies and closely working with the creatives, I took charge of managing the production schedule and deadlines. This ensured the timely delivery of assets in various sizes and formats, encompassing both static and motion elements. Beyond conception, I played a hands-on role in engaging with our ad agency to successfully launch the campaign on LinkedIn. Over several months, the campaign not only met its objectives but also generated multiple business leads, highlighting both its triumph and my integral role in its success.
Perspectives
During the initial phase of the pandemic, I was tasked by our CMO to generate innovative content ideas, taking into account the changing global landscape marked by the rise of remote work alongside the persistent reliance on printed materials. To tackle this challenge, I assembled a focus group comprising business stakeholders supporting diverse lines of business at BNY Mellon, leading to the inception of the BNY Mellon’s Perspectives podcast. Collaborating with an experienced external podcast host, we launched weekly episodes, necessitating a stringent schedule. I crafted a comprehensive content workflow and project plan with automated SLAs. Adherence to the schedule was crucial amid numerous moving parts and approval stages. To boost efficiency, I identified opportunities and implemented content capture forms for each touchpoint, streamlining the process across marketo email, website, social media, and the podcast page. The result—a replicable, well-executed framework.
2023 wrapped
Appointed by the Chief of Staff to the CEO, my team and I created a comprehensive year-end video highlighting the firm's achievements, spanning new products, innovations, technology advancements, client acquisitions, collaborations, awards, and philanthropy efforts. I developed the project plan, led meetings, enforced deadlines, and collaborated with stakeholders to ensure representation across all business lines. Working with an external agency, we aligned production with their schedule and coordinated with our in-house AV team to film our CEO, Robin Vince, delivering an introductory message for internal audiences. The outcome: a well-received and timely release before the year-end deadline.
Video Production by Malka Media