Responsible for overall design, execution, measurement and evolution of Retail Bank’s Financial Health (FinHealth) and Security, Privacy and Fraud (SPF) content strategy, encompassing content creation and governance, taxonomy design, channel optimization, website UX and integration of advice and guidance across seven digital and in-bank platforms, and leveraging content to drive revenue for partner businesses. FinHealth and SPF traffic collectively contributes 25% of organic traffic to wellsfargo.com (45MM users). Achieved 157% Y/Y increase in impressions, 15% Y/Y increase in non-brand keywords on Google (pg. 1), increased organic traffic by 52%• Developed vision and led cross-functional team through strategic overhauls of content and channel strategies, customer journey visioning, web UX rebuild and integration in to in-branch system twice• Overhauled architecture, tone and voice of advice and guidance content aligning content with corporate goals of closing finance gaps, fostering financial inclusion, promoting digital tools• Led team in reconciling 300+ page content library housed across 12 directories down to 102 pages in two directories, reducing risk and improving customer journey• Initiated program with 22 lines of business to streamline duplicative content that cannibalized collective SEO rankings• Drove engagement with Savings, Banking, Investing, Credit Card, College and Mortgage to design and implement multi-channel promotion strategy drive engagement and new revenue • Built channel strategy and content stack to incorporate content in to seven parallel Marketing channels• Leveraged content performance data, SEO results, Google Analytics, industry insights and trends to identify new content to produce to fill content gaps. Led team of writers, designers, to develop FinHealth and SPF messaging and digital assets that drove new traffic, improved SEO results and drove engagement with digital tools• Initiated and led program to develop KPI tracking

Led multiple parallel workstreams and cross functional teams to deliver infrastructure and go-to-market launch for Advice and Planning Center of Excellence, supporting high-net-worth($25MM+) customer engagement• Strategized, planned, and executed division-wide, field readiness change management initiatives, including developing and implementing a new web platform, web content strategy and ongoing content management that was key channel for 12,000 financial advisors to use to introduce new Advice and Planning to clients• Developed content style guides and production workflows, led audit, inventory and gap analysis of content library with more than 800 pieces owned by eight different groups. Led ‘keep, consolidate, retire’ workflow based on audit results, established archival system and reduce inventory to 250 pieces• Led project management for three line of business workstreams simultaneously to bring together eight advice disciplines from across company and to deliver Advice Center’s target operating model. Projects focused on building interaction model, service offering, sales processes, sales operations, key performance metrics, business process alignment and tools and getting to implementation across complex regulatory landscape

Led multiple work streams that delivered the strategy and orchestrated the go-to-market launch for Bank’s newest line of business, supporting high-net-worth ($25MM+) clients with tailored behavioral-finance-informed conversations about money, relationships, values, wealth stewardship and legacy. •Spearheaded delivery of strategy and tactics for 14+ parallel work streams - client journey mapping, cross-channel marketing and communications digital strategy, internal communications and client-facing thought leadership to launch and evolve new business. This comprehensive effort was instrumental in successfully launching and evolving the new business and gaining adoption from 1600+ financial advisors•Devised a streamlined workflow for a centralized repository housing more than 800 piece self-service thought leadership collateral. Guided team through development and launch of new advisor self-service digital tool, working through a complex regulatory, governance, internal controls and technology matrix. Achieved noteworthy milestone by passing four internal audits within 16 months with an “effective” rating•Designed and implemented nationwide field training and readiness program for to introduce 12000 financial advisors to the new line of business and help them roll the service to clients. In first six months of operation, business generated $126K in fee revenue for the division