CFA Institute: Digital & Social Media Strategy for the Future of Finance

CFA Institute hired me to lead the redesign and content strategy for in concert with Chermayeff & Geismar & Haviv’s creation of a new brand identity. I assembled a global design, development, and editorial team, created the Enterprising Investor and Market Integrity Insights blogs, created CFA Institute’s first-ever social media strategy, and built a robust presence on Facebook, LinkedIn, Twitter, and Weibo. I refocused the marketing budget on digital and social campaigns, and consistently delivered 14-20 times higher engagement vs. display-only campaigns, which directly contributed to registration and revenue growth for professional certifications.

I also led rollout of the new brand identity to 120 local societies and partners around the world, and created a social media handbook with guidance on editorial strategy and audience engagement for CFA Institute members, staff, and affiliates.

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