At GBU Financial Life, I spearheaded the award-winning full-lifecycle rebrand of a 130-year institution (PR Daily Nonprofit Rebranding Award 2022), which contributed to its growth it from the 6th- to 5th-largest U.S. fraternal life insurer while boosting awareness 3–4x in focus markets, brand sentiment to 89% favorable, and digital engagement/traffic +150%+. My team and I have executed many creative pieces focused on boosting brand awareness and sentiment, bringing fresh content and perspective each month. Here are a few of my favorites.
TV and Video
I built and led multidisciplinary in-house creative teams (graphic designers, copywriters, digital designers) alongside external vendors to produce bold, emotionally resonant TV commercials (including Telly Award-winning spots like 'Show and Tell' and the 'What Would They/She Do Without Me?' series)
Print and Digital
I led a nimble team of creative designers through rebranding and modernization of GBU Life's member magazine, print and digital advertising.
Community Engagement
I led creative, communications and project efforts around community engagement to rally GBU Life Community members to engage in important causes in their communities.
Influencer Marketing
I worked with micro influencers to begin a conversation about the importance of life insurance, annuities and community.
