Allison Edmondson

Seeking role to complement the pursuit of professional certification to help investors meet their financial goals. Marketing and communications professional with experience in content strategy and development, media relations, advertising, brand management, and product marketing. Has worked in a variety of B2B and B2C industries, but with a strong bent toward financial services and advisory-related fields. Has strong creative, critical-thinking and collaboration skills. Works well in ambiguous environments. Strives for excellence and produces results. Holds MBA in Marketing, as well as FINRA Series 7 and 24 licenses.

EXPERIENCE
BNY MELLON  ▪ NEW YORK, NY
Director —Corporate Communications July 2018 – September 2021

Led a team focused on thought leadership initiatives for corporate and specific business areas of world-leading provider of investment management and investment services. Worked in concert with marketing and communications colleagues to maximize the value of the content across internal and external channels.

  • Drove growth initiative campaigns in support of global client management organization that is responsible for largest revenue-generating clients; developed content to educate client-facing employees, support sales enablement, and amplify BNY Mellon’s thought leadership authority in the marketplace.
  • Proactively pitched executives for speaking engagements at industry events and on podcasts, which helped to increase BNY Mellon’s overall share of voice; managed speaker preparation and promotion efforts.
  • Co-produced enterprise podcast series, BNY Mellon Perspectives, Q2 2020-Q2 2021; managed interview preparation and produced podcast and other assets (web, social, client emails, etc.) to promote the podcast.
  • Developed enterprise thought leadership platform on how the firm’s insights and solutions can help clients run their businesses in a ‘Simpler, Smarter, Safer’ manner, which launched as part of theSibos 2019 content hub on bnymellon.com; three of the hub articles were among the five most read pages on all of bnymellon.com in 2019.
  • Provided direction on best practices with respect to content creation and campaign planning.
  • Collaborated with colleagues to publish content in a variety of formats including whitepapers, bylined articles, blogs, videos, infographics, social media posts and internal pieces.
  • Kept abreast of and shared information on industry and competitive issues, trends, and regulations.
PERSHING LLC, A BNY MELLON COMPANY ▪ JERSEY CITY, NJ
Vice President—Thought Leadership January 2016 – July 2018

Led thought leadership strategy and development with objective to help broker-dealers and registered investment advisors drive profitable growth, optimize human capital, maximize operational efficiency and manage risk.

  • Launched new thought leadership section on pershing.com to allow for modern content, including blog posts, video and infographic content.
  • Redefined thought leadership themes to prioritize business management and business development topics that are authentic to how Pershing consults with clients.
  • Led content committee to drive strategy, break down silos, improve cross-collaboration and drive best practices for how to plan, develop and activate content. Also serves as member of BNY Mellon’s Editorial Council (content committee at enterprise-level).
  • Developed multi-channel thought leadership campaigns to increase brand awareness, support prospecting efforts and drive client engagement. Amplifies content through web properties, marketing automation, event content, PR, paid and social media, sales and client management tools. Campaigns to date/in development include:
    • “What Wealth Wants: Refining Your Firm’s Approach to the High-Net-Worth Market”
    • “Crossroads: Critical Decisions That Advance the Evolution of an Advisory Firm”
      • Winner of 2017 WealthManagement.com Industry Award ($25B+Custodian Thought Leadership)
    • “Destination RIA: What to Expect and How to Prepare for Independence”
    • “Realizing the Value of Your Life’s Work: Building a Sustainable Succession Plan”
    • “Reversing the Gender Equation: Mentoring in the New Age of Work”
    • “Building a Sustainable Advisory Business: The Corporate RIA is the Future for Broker-Dealers”
      • Winner of 2018 WealthManagement.com Industry Award ($25B+Custodian Thought Leadership)
      • 2018 Financial Communications Society Portfolio Awards Finalist (silver award in digital collateral)
Vice President—Advisory Marketing June 2014 – January 2016

Promoted Pershing as a global leader of business solutions for fiduciary advisors, to support the goal of increasing the percentage of advisory assets on the Pershing platform.

  • Developed education module to measure and increase business knowledge of employees in revenue-driving roles by 10% with specific purpose to train employees to be more consultative with broker-dealer clients.
  • Contributed to development of month-long dedicated advisory education month, targeting 4,000 employees to understand the advisory trends impacting Pershing and the road map to address it.
  • Led Pershing INSITE conference attendee taskforce and increased client advisor attendance 19% YOY.
  • Piloted client profile series (“Secrets Behind Success”) in Investment News featuring five client firms, each representing unique advisory models that Pershing serves.
    • First advertorial feature was picked up by The Wall Street Journal as part of its editorial coverage.
    • Won 2014 Financial Communication Society Portfolio Awards (silver award in video campaign and bronze award in brand content).
    • Series generated 1,200+ prospecting leads for Pershing pipeline.
Assistant Vice President—Advertising, Brand Management and Communications June 2010 – June 2014

Planned and implemented B2B integrated marketing campaigns. Also was responsible for branding and registering trademarks of products and services, targeting both B2B and end-investor audiences.

  • Developed creative and media strategy to promote breakaway broker “Advisor in Transition program;” increased site traffic 108% YOY.
  • Launched organic and paid search engine marketing program to drive traffic to Pershing business line solutions on pershing.com.
  • Developed creative and media strategy in two-month time frame for launch of “Pershing at Work for You” brand campaign; campaign generated 17,000+ site visits and 30+ sales leads.
  • Rebranded asset management account product from ProCash Plus® to Corestone Account™to be more evocative of high-net-worth clients Pershing was trying to attract with enhancements.
  • Led brand development projects for SMART WORKFLOW™ and BondCentral® functions within Pershing’s platform, NetX360®.
METROPOLITAN LIFE INSURANCE COMPANY ▪ NEW YORK, NY
Advertising/Marketing Manager—Institutional Marketing November 2006 – January 2010

Responsible for the planning and implementation of B2B integrated media plans targeting benefits brokers, company benefits decision makers, and financial professionals to promote MetLife as a provider of benefits and retirement products to 60K+ companies and 40MM+ employees.

  • Increased overall advertising weight 16% year over year by shifting 24% of advertising spend from print to online channels.
  • Increased response rate (website traffic) 165% and reduced cost per visit 53% year over year.
  • Leveraged existing media spend to negotiate an additional 3.4+MM impressions in 2009 ($135K value).
  • Developed B2B search campaign in 2009, contributing to 18% of overall site activity.
  • Optimized media plans on an ongoing basis to maximize response; reviewed results with key stakeholders.
  • Developed strategy and creative for print and online channels to promote product and thought leadership initiatives.
  • Produced five webinars targeting benefits decision makers and benefits brokers that generated 4,000+ prospects.
  • Developed biannual competitive advertising reviews for sales and product partners; reviews were used to evaluate product positioning and ensure differentiated messaging.
  • Launched Institutional “if” brand architecture and advertising campaign to leverage corporate umbrella campaign.
OPTICAL SOCIETY OF AMERICA ▪ WASHINGTON, DC
Senior Marketing Manager November 2005 – September 2006

Planned and implemented integrated marketing campaigns for an industry-leading conference on lasers and electro-optics, targeting both prospective conference registrants and optics product exhibitors.

  • Executed a pre-established 10-month email and direct mail marketing campaign in six months.
  • Negotiated $170K in trade advertising to supplement direct marketing budget.
  • Directed design agencies to develop direct marketing communications and online/print advertisements, to ensure consistent brand presence for both audiences (2.2MM+ media impressions).
  • Created 2007 marketing plan for conference and developed budget to support it.
  • Launched new creative look and navigational structure for 2007 conference website.
US AIRWAYS, INC. ▪ ARLINGTON, VA
Advertising Manager June 2002 – November 2005
  • Managed cross-departmental coordination of newspaper and online advertisements to promote system-wide airfare sales; directed agency in creative executions and media placements.
  • Planned and implemented media campaigns to promote Ft. Lauderdale as a new airline gateway to the Caribbean/Latin America.
  • Planned and implemented campaigns in Philadelphia and Washington, DC to launch ‘GoFares’, low airfares to compete against low-cost airlines.
    • Three initiatives above generated $33.7 MM in incremental revenue.
  • Implemented US Airways Shuttle radio/print campaigns to combat overall decrease in business travel and market share loss due to two new entrants and traditional direct competitor.
    • Maintained overall Shuttle market share of 47%.
  • Developed ad campaigns in support of segmented sales strategies.
  • Developed trafficking strategy for TV and radio commercials spots in key US Airways markets.
  • Led redesign of onboard US Airways magazine, Attaché, to market revenue-generating opportunities; edited magazine on a monthly basis (circulation 3MM).
Project Manager—Brand Management / Product Development and Integration August 2000 – June 2002
  • Oversaw product development and integration of two major airline brands—US Airways Shuttle and MetroJet—with cross-departmental team consensus and financial support. Directly managed associate to assist in Shuttle product branding.
  • Led cross-functional team to design, launch, and evaluate competitive branded meal service onboard US Airways Shuttle 2Q 2002.
    • Service winner of industry 2002 Emerald Onboard Services Award.
  • Moved Washington Shuttle location from Reagan National to Washington Dulles airport when Reagan closed September 11 in two days; and then back to Reagan when it reopened.
  • Controlled all mediums that outlined US Airways Shuttle and MetroJet product attributes and services to customers—such as Attaché, Dividend Miles’ newsletter, usairways.com, press releases, on-hold reservation recordings, and onboard promotions—to ensure consistent messaging.
  • Created MetroJet branding removal plan when MetroJet discontinued operating in December 2001; organized removal of MetroJet signage, branding at airports, and reservations/operational procedures.
Senior Analyst—Marketing Planning October 1999 – August 2000
  • Developed marketing communications plans, ensuring consistent marketing messages in Frequent Flyer, Advertising, Sales, and Marketing vehicles.
  • Managed relationship between US Airways and cooperative credit-card partner, American Express; planned and executed direct marketing initiatives with dual objective to increase airline ticket sales and increase partner credit-card charge volume.
  • Managed nationwide marketing program with H&R Block, which resulted in $5.7MM+ by distributing 16MM+ discounted ticket coupons through their software products.
  • Oversaw production of monthly in-flight video, shown on all video-equipped US Airways aircraft, which outlined premier company marketing message.

EDUCATION/CERTIFICATIONS

NEW YORK UNIVERSITY ▪ NEW YORK, NY (in progress; candidacy began in September 2021
Certificate in Financial Planning, Professional Studies Program

Licenses: FINRA Series 7, 24

UNIVERSITY OF MARYLAND ▪ COLLEGE PARK, MD
ROBERT H. SMITH SCHOOL OF BUSINESS
Master of Business Administration (MBA), Marketing Concentration, GPA 3.5

JAMES MADISON UNIVERSITY ▪ HARRISONBURG, VA
Bachelor of Science, Communications, Magna Cum Laude, GPA 3.6