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.