Melisa S.

About Melisa S.

20+ years of experience serving the fin services sector, leading large investment & distributed teams in matrixed/changing corporate environments & contributing to driving market-leading performance. Expertise in B2C, B2B, investments, research, retirement & women’s marketing | marketing strategy creation and planning | budgeting/ forecasting, fiscal planning & reporting | content, diversity/segmentation design strategy | competitive research & analysis | agency relationship management | implementations As VP of Marketing Strategy at TIAA, support, design/implementation of Company’s marketing strategies, driving growth through clear, consistent messaging that enhances TIAA’s leadership status in the industry. Significantly contributed to enhancing customer demographics understanding & created a customer engagement approach. Currently, assist with sharpening TIAA’s point of view/approach to financial wellness by working on its value proposition, offerings & messaging design, and by creating engagement approaches for B2B/B2C audiences. To bring greater clarity to the market place, currently developing re-focused content mktg strategy, creating a Center of Excellence for all client-facing content & partner with Technology to build a Digital Asset Mgt tool targeted to drive significant savings by reducing redundancies. Assist TIAA’s development of long-term strategy creation and 5-year goals by developing aligned Go-To-Market strategies. Before, served as VP, Digital Marketing Mgr, Wealth & Investment Management (WIM), a multi-billion-dollar line of business within Wells Fargo. Drove brand awareness/consideration by directing planning/implementation of social media strategies across WIM’s multiple LOBs. Consolidated social media teams, reduced duplication of efforts/liability risk, doubled engagement through social channels. Previously, as VP, Retirement Marketing, Retirement, developed/led the Wealth, Brokerage and Retirement’s (WBR) content marketing and social media strategies, and business-building nat’l advertising campaigns for Retirement. Raised focus on an important client segment (women). Streamlined Company’s approach to content, centralized the Content function, leading to a consistent voice in the market place and a centralized content calendar & editorial team. Increased customer engagement by optimizing access to the Wells Fargo web site. Earlier, was Leader of the Women’s Mktg Segment at Wachovia/Wells Fargo & Co. Held progressive roles at Wachovia, the last as VP, Sr Mktg Consultant, Corp. Mktg. B.A, Queens College, Charlotte, NC.

Experience

1. VP, Wealth Planning Marketing

   Edelman Financial Engines

   Jun 2024 — Present

   In this role, I’ll be leading innovative marketing strategies to enhance our wealth planning services and engage with clients in meaningful ways. I’m excited to collaborate with a talented team dedicated to helping individuals achieve financial security and independence.Thank you to everyone who has supported me on this journey. Here’s to new beginnings and impactful work ahead!

Education

• Queens College

  Bachelor of Arts Degree, Organizational Communications and Marketing