Allison Edmondson

Marketing and Communications leader with internal and external experience in regulated financial services, partnering with senior leaders to support business strategy, change initiatives, and executive priorities. Proven ability to translate complex topics into clear, actionable messaging across owned, earned, and social channels, while serving as a trusted advisor and cross-functional partner to marketing, HR, and business teams.

SKILLS

  • Communications: Thought Leadership, Public Relations, Writing/Editing, Strong Verbal/Interpersonal Skills
  • Marketing: Product/Segment Marketing, Content Strategy, Brand Management/Advertising, Social Media
  • Leadership: Strategic Thinking and Planning, Collaboration/Team Management, Mentorship

EXPERIENCE

INVESTMENTS & WEALTH INSTITUTE ▪ NEW YORK, NY (Remote)
Director–Communications January 2023 – April 2025

Led strategy and operations for communications, brand management, and content strategy functions of premier credentialing body, continuing education resource, and professional membership-based organization of 21,000+ financial advisors and other investment, wealth and retirement management professionals who serve high-net-worth (HNW) clients. Let go due to organizational restructuring.

  • Oversaw the Institute’s main website relaunch that resulted in 42% increase in organic traffic YoY after first six months of launch.
  • Revamped the Institute’s PR program and generated a 250% increase in advisor trade media coverage YoY; wrote press releases, pitched reporters and managed media relations for the Institute.
  • Overhauled the Institute’s LinkedIn presence to promote its educational content, media coverage, and thought leadership blog, increasing clicks by 236%, likes by 62%, CTR rate 155%, impressions by 41.7%, YoY.
  • Drove corporate and executive communications for Institute, supporting the communications needs of its CEO, officers and board of directors.
  • Revamped brand guidelines, product messaging, and style guide to be reflective of the Institute’s mission as the premier, world-class education provider for those financial professionals who serve HNW clients.
  • Developed content strategy to reach clients and prospects at all stages of marketing funnel (top, middle, bottom).
NEW YORK UNIVERSITY ▪ NEW YORK, NY
Student (Career Break) September 2021 – December 2022

Enrolled in Certificate in Financial Planning, Professional Studies Program.
BNY MELLON  ▪ NEW YORK, NY
Director —Corporate Communications July 2018 – September 2021

Managed content initiatives for corporate and specific business areas of world-leading provider of investment management and investment services.

  • 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.
  • 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 the Sibos 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.
PERSHING LLC, A BNY MELLON COMPANY ▪ JERSEY CITY, NJ
Vice President—Thought Leadership
Assistant Vice President—Advertising Brand Management & Communications		 June 2014 – July 2018
June 2010 – June 2014

Led thought leadership, marketing and brand management initiatives to help broker-dealers and RIAs grow profitably, foster employee talent, maximize operational efficiency and manage risk.

  • Relaunched and rebranded new “blog-like” thought leadership section on pershing.com.
  • Developed multi-channel TL campaigns, including:
    • “How Advisors Showcase Their Values to Investors—and What Investors Secretly Think”
      • Winner of 2018 WealthManagement.com Industry Award ($25B+ Custodian Thought Leadership)
      • Silver Award Winner in Digital Collateral, 2018 Financial Communications Society Portfolio Awards
    • “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
  • Led branding and trademarking projects for several functions within Pershing’s technology platform, NetX360®.
METROPOLITAN LIFE INSURANCE COMPANY ▪ NEW YORK, NY
Advertising Manager—Institutional Marketing November 2006 – January 2010

Planned and implemented B2B integrated marketing campaigns targeting benefits brokers, company benefits decision makers and financial professionals to promote MetLife as a thought leader and provider of insurance solutions.

  • Optimized media plans on an ongoing basis to maximize response; reviewed results with key stakeholders.
  • Produced five webinars targeting benefits decision makers and benefits brokers that generated 4,000+ prospects.
  • Helped develop and launch the Institutional “If” brand architecture and advertising 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

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

FINRA SERIES 7, 24 LICENSES (Expired August 2021)