Fidelity Investments, Boston,  MA  - Sr. Marketing Manager (Promotion track to Director) 2024 - Present

• Oversee the launch of Plynk, a personal finance app, collaborating with product and sales teams to develop a comprehensive brand strategy.

• Lead Plynk’s go-to-market strategy, working with cross-functional teams to execute a $9M cross-channel marketing campaign that achieved an 8% lift in brand awareness, 180K app installs, and a 50% reduction in customer acquisition costs.

• Manage influencer budget ($400K), including strategy development, influencer vetting, and content review. Collaborate with influencers to ensure campaigns are on brand, driving significant brand engagement. 

• Continue to grow Plynk customer base (+176K accounts in 2 years’) through data driven insights and efficient optimizations.

• Own $10M+ paid media budget, consulting on emerging media technologies and consumer trends. Leveraging data driven insights to optimize performance and drive efficiency of dollars. Utilize customer segmentation, and other tactics, to target leads, increasing consumer engagement.

• Manage external media agency (Havas) across planning, activation, and analytics.

• Collaborate with product development and sales teams to align marketing strategies with business goals, achieving continued growth QoQ. 

• Develop and execute owned marketing channels; built Plynk website, implemented GA & GTM tags and established social media platforms, driving significant growth.

Tova Kaplan Retail Startup Consultant, Boston,  MA  - 2018 - 2021

• Brand strategy and redesign for Crane & Lion, athleisure apparel startup: Led the strategy and execution of a brand redesign, including the ideation, planning and execution of owned & paid marketing campaigns. Developed new branding elements for in-store and e-com channels, amplifying brand consistency and visual appeal. Developed seasonal marketing campaign, leading to 70% sales increase & 200% conversion rate increase YoY.

• Product launch strategy & content development for Alps & Meters, luxury apparel startup: Advised on the creative strategy and marketing campaign to promote the launch of their first women’s product line. Campaign resulted in a 75% growth in eCommerce sales and a 33% decrease in customer acquisition cost. Advised on cross-channel marketing strategy and promotional tactics to build consumer base. Built women’s asset library including the production of on location photoshoot in Aspen, CO

• Product launch, brand strategy, e-com site for Orfiks, performance sock startup: Collaborated with CEO to build a brand strategy for their first product launch. Ensured a consistent message across all marketing & sales channels. Lead the planning, execution & content development of all marketing materials, including the e-com platform.

• Brand consultant for the The Katie Couric Show: In my role as a Brand Consultant for Katie Couric, I led the organization and evaluation of her professional wardrobe, focusing on how retail and lifestyle influence personal branding. Collaborating with various brands, I sourced unique pieces to enhance her image for the talk show, resulting in a thoughtfully curated wardrobe that truly reflected her fresh identity. This distinctive look blended a diverse selection of lifestyle brands, effectively elevating her personal brand in the public eye.

  Additional Clients include: Excel Academy Charter School, Proverb Agency, JanSport, Tinyhood, GymIt, Healthworks

Almighty Agency, Boston,  MA - Sr. Digital Producer 2014 - 2017

• Led the ideation and execution of large-scale multi-channel campaigns, managing client relationships and ensuring high-quality campaign delivery. 

• Led team to launch first cross collaboration between Disney, Amazon & New Balance. 

  Clients: New Balance, L.L.Bean, LoJack, Mount Ida, Alltown, Disney

Brand Content Agency,  Boston,  MA - Sr. Account Manager 2010 - 2012

• Owned client relationships and supervised integrated marketing campaigns. 

  Clients: Monster.com, Keurig, New Zealand Wool

Arnold Worldwide Ad Agency, Boston,  MA -  Account Manager 2007 - 2010

• Owned client relationships and supervised integrated marketing campaigns. 

• Part of small task force to launch Spirit, new brand of dog food for Purina

  Clients: Nestle Purina, Carnival Cruise Lines, Dana-Farber Cancer Institute 

Anthropologie, Philadelphia,  PA  - Assistant Accessories Buyer 2006 - 2007

• Designed and  implemented sample management and merchandising systems, analyzed sales for markdowns and managed vendor relationships