Led the marketing strategy behind a financial institution's flagship global Treasury campaign — a $3M integrated campaign designed to grow mental availability with CFOs and Treasurers at large enterprise clients.

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The strategic foundation applied evidence-based brand science (Ehrenberg-Bass Institute) to a category that typically defaults to feature marketing. We identified Cash Flow Optimization as the Category Entry Point we needed to own, and built the campaign around two brand associations — Automation and Visibility & Control — laddering to a single overarching idea: providing clarity to the finance team.

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The creative and channel strategy put the Treasurer at the center. In B2B, it's easy to talk about products but harder to consistently treat the buyer as a person. Through every stage of development — brief, strategy, production and distribution— was anchored to that principle.

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Partnership across brand, product, sales, and world-class agency partners at BUCK and Part and Sum. The result was one of the line of business's strongest-performing B2B campaigns to date, and a representative example of the enterprise marketing work I now bring to Arc clients — strategy grounded in customer insight and marketing science, built to hold up across complex organizational and stakeholder environments.

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