Multi-Brand Financial Services Company
Building Marketing From the Ground Up. Taking three brands from scattered marketing to one strategic, scalable system.
· multi-Brand Strategy
· digital marketing
· marketing operations
· content + seo
When I joined this growing company as an in-house leader, I became its first full-time marketing leader, responsible for building the marketing function across three related brands.
There was already a strong business, deep industry expertise and plenty happening across the organization. What was missing was the connective tissue: a clear marketing strategy, consistent messaging, scalable systems and a cohesive way for three different brands to show up in a complex industry.
My job wasn't simply to run campaigns.
It was to build the marketing engine.
digital marketing
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multi-brand strategy
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marketing operations
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marketing strategy
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content + seo
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digital marketing 🌿 multi-brand strategy 🌿 marketing operations 🌿 marketing strategy 🌿 content + seo 🌿
So… what did we actually work on?
Brand + Multi-Brand Strategy
Brand positioning + messaging · Cross-brand alignment · Brand standards · Content frameworks · Scalable templates · Brand consistency across three businesses
Digital Ecosystem
Website strategy + management · Landing pages · Content hubs · SEO · Conversion pathways · Digital customer journeys · Paid media integration
Content + Campaigns
Email campaigns · Social content · Video · Webinars · Educational content · Multi-channel campaigns · Campaign calendars + execution
Email + Automation
HubSpot email marketing · Audience segmentation · Automated nurture workflows · Lifecycle touchpoints · Campaign optimization
Marketing Operations
Marketing workflows · Lead routing · Tracking infrastructure · KPI dashboards · Reporting · Naming conventions · QA processes · Documentation
Growth + Optimization
SEO strategy · Content optimization · Customer journey improvements · Conversion strategy · Performance measurement · Lead quality + engagement
Cross-Functional Leadership
Leadership alignment · Legal + compliance collaboration · Sales alignment · Operations partnership · Agency + vendor management · Internal team leadership
Building the system, not just the marketing
A big part of this role was creating structure where marketing had previously been fragmented across brands, teams and channels.
I developed systems for how marketing was planned, created, approved, measured and improved. That included everything from brand standards and messaging frameworks to campaign workflows, templates, automation, reporting and digital governance.
“The goal wasn’t just to create more marketing. It was to build a marketing function that could actually scale with the business.”
Making complicated things easier to understand
This was also a business where trust and humanity mattered enormously.
The services involved financial, legal and operational complexity, which meant the marketing couldn't rely on clever copy alone. It had to make complicated information understandable without oversimplifying it.
A major part of my work was translating that complexity into clearer positioning, messaging, content and customer journeys so people could understand what the company did, why it mattered and what to do next.
What changed
By the end of my time there, three separate brands were operating within a much more cohesive marketing and digital ecosystem.
The organization had clearer messaging, stronger brand consistency, scalable marketing systems, automated customer journeys, better performance visibility and a significantly stronger digital presence.
Website traffic grew substantially through integrated content, SEO and digital strategy, while engagement and lead quality improved alongside it.
“More importantly, marketing had gone from a collection of activities to an actual function with strategy, systems and infrastructure behind it.”
What I took with me
This experience shaped a lot of how I approach my work today. Good marketing isn't just the thing people see.
It's the strategy underneath it. The systems that keep it moving. The decisions about what not to do. And the ability to take a complicated business with a million moving pieces and make it feel clear.
That philosophy came with me when I built Trillium.