Allison Edmondson

Marketing and communications professional who has worked in a variety of B2B and B2C industries, with a strong bent toward financial services. Works well in ambiguous environments. Strives for excellence and produces results.

EXPERIENCE

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

Leads communications function for premier membership-based organization of 21,000+ financial advisors, investment, wealth and retirement management professionals who serve high-net-worth (HNW) clients.

  • Writes press releases and manages media relations for the Institute.
  • Drives executive communications for Institute, supporting the communications needs of its CEO, officers and board of directors.
  • Revamped brand guidelines to be reflective of the Institute’s mission to be known as a premier, world-class education provider for those financial professionals who serve HNW clients.
  • Launched blog and manages LinkedIn handle, positioning the Institute as a thought leader.
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)