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Fidelity Investments: New Platforms, New Audiences·2018–20
- Global Brand Strategy
- Digital & Social
Same brand. Very different jobs to do.
Reddit for new investors. Spotify for retirement. Pinterest for wealth. A public face for the Women’s Leadership Group. Each a first for the firm, each on its own terms.
#redditMeet them where the questions are (2020)
Reddit’s business and finance communities saw traffic jump 31% in a month as new investors went looking for advice, and the brand had just launched its first fractional-shares ads to young traders. I designed a thematic, audience-led test: creative that nodded to the community it appeared in — cooking, travel, gaming, nostalgia, women and money — mapped to subreddits with an investing-intent look-alike layer, on Reddit and Instagram, measured on engagement and on fractional investing correlated to the themes. I pitched it with Brokerage and the Reddit team in June 2020 and handed it over before it ran.
The r/fidelityinvestments community postdates my tenure; the link shows the channel is now core.
#pinterestWealth Management on Pinterest (2020)
I brought Fidelity Wealth Management’s advertising to Pinterest for the first time: a paid program, not an organic channel launch. With internal and agency partners I developed the strategy, imagery standards and ad formats, including the Rewards+ launch creative for the firm’s first wealth-management loyalty program.
#spotifyRetirement, in audio
Retirement was developing a nostalgia test on Spotify, advertising against eighties and nineties playlists. I worked it with the Retirement marketing and media partners and our agency, and made the case for extending it into paid social. That extension wasn’t approved. A recommendation I made and lost, on a channel the firm had never used.
#verifiedThe blue check (2020)
Getting the enterprise Twitter handle verified was, in 2020, a small feat of persistence. I got it done.
#thoughtleadershipPortfolio-manager content as a pillar (2018–20)
As Digital Strategist and then Director, I produced short videos and posts for the firm’s macro strategist and made evergreen thought leadership a content pillar for brokerage — the content that carried the brand through the 2020 volatility.
#wlgA group with a public face
Women’s Leadership Group (WLG), Fidelity Investments#intranetThe internal platform (2018–19), one line
Before any of this, I led the enterprise rollout of the firm’s Microsoft 365 collaboration suite and the internal social community that came with it.
“Several years after leaving the company, that site remains the most active social destination on our company’s intranet.”
What changed
Seven firsts, each on its own terms.
A new-investor test on Reddit, a wealth segment on Pinterest, retirement in audio, a verified handle, a thought-leadership pillar, an employer-brand community and an internal platform: different audiences, different constraints, different answers. What they share is a way of working with the people who have to approve them. The Instagram business case →
My role
Digital Strategist (2018–19); Director, Paid Social Media (2019–20).
Built with
Legal, Risk & Compliance, who approved each path; brand creative; enterprise talent marketing; my Women’s Leadership Group co-chair; the media and platform partners at Reddit, Pinterest and Spotify.