Fidelity Investments
Driving Growth Through Smarter Experiences
Role: Creative Director, Marketing Initiatives
Team: Cross-functional Design Team (Product, Marketing, and Technology) in partnership with the CMO and Senior Executives
The Mission: To unify fragmented advisor platforms and Fidelity.com into a single, customer-centric ecosystem by translating complex technical benefits into empowering narratives and digital self-service tools for over 3,000 financial advisors.
The Vision: A scalable, omni-channel strategic framework that transforms technology into a catalyst for growth and trust, moving beyond corporate technical specifications to create authentic, narrative-driven connections between advisors and their clients.
Marketing Strategy & Tactics | Digital UI/UX | Integrated Campaigns | Email Marketing | Print Collateral & Video
Challenge
Fidelity needed to market its next generation advisor platform while unifying advisor platforms and Fidelity.com into a customer-first ecosystem. The mandate included creating narratives and messaging that translated complex technology benefits into empowering stories for financial advisors, while building bespoke digital self-service marketing tools for 3,000+ advisors. The challenge was balancing omni-channel scale with the usability needs of clients and advisors, all while adapting the global “Smart Move” retail campaign for this business segment.
Role
As Creative Director for marketing initiatives, I defined the strategic narrative platform, messaging hooks, and activation toolkits that connected technology innovation with advisor empowerment. I partnered directly with the CMO and senior marketing executives to align business priorities, and built and guided a design team that coordinated across product, marketing, and technology.
Approach
I developed a unifying narrative framework that told the story of Fidelity’s advisor technology as a driver of growth and client trust. This included guidelines, toolkits, and campaign structures that scaled across channels while staying tailored for the advisor audience. We met advisors where they were, creating tiered email campaigns that drove engagement and click-through to podcasts, interactive resource hubs, and automated marketing tools. We also produced product videos and sales enablement tools that gave advisors clear, client-ready stories. Together, these omni-channel activations made the narrative tangible and actionable across digital, social, and client-facing touchpoints.
The Work
Defined a strategic platform narrative connecting technology to advisor empowerment
Developed guidelines and toolkits for activating messaging across campaigns and channels
Redesigned Fidelity.com for advisors, adapting the “Smart Move” retail campaign
Built digital self-service tools that let advisors customize and scale client outreach
Created dashboards and digital experiences to drive adoption and engagement
Designed tiered email campaigns that linked to podcasts, interactive resources, and automated marketing tools
Produced product videos and sales enablement tools to simplify advisor storytelling
Established governance frameworks ensuring alignment across product, marketing, and technology teams
Impact
The initiative increased platform adoption and improved client engagement, delivering measurable value across Fidelity’s advisor network. By aligning brand marketing, digital products, and advisor tools, we created a scalable model that empowered advisors to grow their businesses while keeping customer needs at the center.