VP, Head of Content - Firmwide Core Deposits @ JPMorganChase
Resume:
PROFILE
Results-oriented problem-solver and creative Digital Executive with targeted expertise in high volume branded environments. Excels at confidently bringing together and managing multidisciplinary teams while supporting internal client relationships, and scaling up winning strategies via lessons learned across digital.
PROFESSIONAL EXPERIENCE
JPMorgan Chase & Co. New York, NY
Vice President, Lead Content Strategist May 2022 – Present
●Developed and executed comprehensive content strategies to support JPMorgan Chase's Core Deposit business objectives across various ATM and Branch channels, digital platforms, including websites, mobile apps, and social media channels.
●Led a quad of UX designers, writers and analysts, tackling prioritized pain-points and providing guidance and direction to ensure alignment with brand guidelines, tone of voice, and messaging consistency.
●Collaborated with cross-functional teams including design, UX/UI, marketing, and product owners to integrate content strategy into product development processes and enhance user experiences.
●Conducted content audits and gap analyses to identify opportunities for content optimization, consolidation, and personalization, leveraging data-driven insights to inform content decisions.
●Defined and maintained content governance processes, including content calendars, workflows, and editorial guidelines, to streamline content production and ensure quality and accuracy.
●Monitored content performance metrics and KPIs, such as engagement, conversion rates, and time on page, using analytics tools to track performance and inform iterative improvements.
●Stayed abreast of industry trends, best practices, and emerging technologies in content strategy, user experience, and digital marketing, recommending innovative solutions to drive business growth and competitive advantage.
HSBC Depew, NY
Business Agility Coach April 2021 – May 2022
●Coached cross-functional teams and leaders on Agile principles, frameworks, and practices, resulting in a 38% increase in project efficiency and 33% improvement in time-to-market.
●Led Agile transformation initiatives across 4 Digital business units, aligning strategies with organizational goals and driving cultural change.
●Developed and delivered customized Agile training programs for over 6 Scrum teams across the Americas, ensuring consistent adoption of Agile methodologies and practices.
●Facilitated regular Agile ceremonies including sprint planning, daily stand-ups, sprint reviews, and retrospectives, fostering transparency, collaboration, and continuous improvement.
●Implemented Agile metrics and KPIs to track team performance, identify bottlenecks, and drive process improvements, resulting in a 24% reduction in project delivery time.
●Provided coaching and mentorship to Scrum Masters, Product Owners, and Agile team members, empowering them to take ownership of their roles and responsibilities.
●Collaborated with senior leadership to establish Agile governance frameworks and establish feedback loops to promote organizational learning and adaptation.
●Championed a culture of innovation and experimentation, encouraging teams to embrace change and adapt to evolving market demands.
Regional SEO Lead, Americas (HSBC Group Management Services) May 2020 – May 2022
●Explored growth options and developed business plans that will create additional value
●Developed strategy to extend digital product reach and capabilities
●Explored, evaluated, and executed strategies to develop the business.
●Engaged key stakeholders across different functions and relevant external stakeholders (e.g. governmental, regulatory) that impact the business
●Attracted, motivated, and developed talent and leveraged teams effectively across the company
●Developed and validated business value drivers and business case for major programs, prioritized transformation program investments, and tracked delivery to business value outcomes during program execution.
●Effectively oversaw the day-to-day delivery of strategic and transformation initiatives across business functions
Global Insight Activation Manager, Americas (Group Management Services) Feb. 2018 – May 2020
●Led a program of commercialization activity and coordinated the successful development and execution of digital sales target plans alongside local/global stakeholders.
●Worked with the business to educate senior managers and channel owners on the benefits of insight activation and to develop and prioritize commercialization strategies for their digital channels based on local/global goals and objectives to maximize revenue generation and business growth.
●Partnered with cross-functional teams to scale PEGA-based decisioning and personalization strategies across multiple geographies, aligning platform capabilities with local market goals to drive consistent growth and efficiency.
Digital Optimization Specialist, LATAM July 2016 – Feb. 2018
●Created and led optimization projects to drive ‘best in class’ digital channel experience and sales. Drove 3.6MM dollar revenue growth in digital sales.
●Led the Optimization Analysts in creating and managing reporting around planned activity, including pre- and post-test analysis.
●Provided deep SME and consultancy on optimization including education for in-market teams.
●Produced business cases to provide data to underpin assumptions and show clear benefits of each test.
●Contributed to the development of optimization analysts through support and coaching in web reporting and testing techniques.
●Led optimization projects to drive our digital channel experience and sales, to that end I created optimization tests and drove 3.6MM dollar revenue growth in digital sales in my first year and was promoted to Global Insight Activation Manager, LATAM.
●Supported the early adoption of PEGA decisioning within LATAM markets by embedding optimization insights into the strategic rollout of next-best-action frameworks, helping lay the groundwork for future global scalability.
Consulting New York, NY Digital Strategy and Technical Project Management June 2014 – July 2016
Clients included:
●Resolute Digital (New York, NY; November 2015-December 2016) – Performed tag management and analytics across client brands including NYU, Chico’s Brands, and the Leukemia and Lymphoma Society; wrote SOW and project plan for Chico’s Brands mapping out Adobe Analytics migration to Google Analytics
●Citigroup (Long Island City, NY; October 2014—January 2015) – Strategized and guided the execution of online acquisition marketing and social media efforts for new customers and branding ventures, while collaborating with internal and external partners to identify and research new capabilities. Also managed the development and implementation in concert with Cards’ digital objective
●Lord Abbett & Co. LLC (Jersey City, NJ; June 2014—July 2014) – Authored and project managed as well as coded, tested, tracked and logged any changes, then pushed to development an HTML5 based marketing content hub app, which is used as an offline resource for all sales and marketing efforts presentation to institutional investors. Created modular components widgets, and dialogs for use on the website by the Editorial team using Adobe AEM 5.5.
EARLY CAREER EXPERIENCE
Director, Online Services, Council of State Governments, New York, NY 2013 – 2014
Lead Web Producer, News Corp., The Daily, New York, NY 2011 – 2012
Assistant Web Producer, ALM Media, Brooklyn, NY 2009 – 2010
Associate Digital Producer, Viacom, New York, NY 2008 – 2009
Digital Content Curator, Livestream, New York, NY 2007 – 2008
Assistant Listings Editor, TheatreMania, New York, NY 2005 – 2007
EDUCATION
Graduate Certificate, Web Application Development/CS, Boston University, Boston, MA
Bachelor of Arts, English, Union College, Schenectady, NY (Coca-Cola Scholar)
CERTIFICATIONS
POPM
SSM
Certified SAFe® 5 Product Owner / Product Manager
Certified SAFe® 5 Scrum Master
Certified SAFe® 5 Practitioner
LANGUAGES
English (native)
Spanish (native)
Italian (conversational)
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