(Campaign Mastery) $35M Omnichannel Campaigns
Led inclusive, high-impact ad strategy for Wells Fargo, generating 125M+ impressions and $1.01B in mortgage volume.
Overview
As a strategic partner to Wells Fargo’s integrated marketing and executive teams, I led the omnichannel go-to-market strategy, directing $25M–$35M in annual ad spend across Mortgage, Consumer Lending, and Small Business Deposits. Brought on exclusively by BBDO, I served as a strategic partner to Wells Fargo’s integrated marketing and executive teams, spearheading inclusive, data-driven campaigns that delivered measurable results.
Campaign Highlights
- $1.01B in funded mortgage volume (vs. $838M break-even)
- 125M+ impressions across checking and mortgage campaigns
- 345M+ social impressions across deposit campaigns
- 67% of surveyed users said the creative “simplified my life”
Multicultural & Inclusive Marketing
- Guided strategy and creative development for multicultural segments, with an emphasis on building trust among underbanked and first-time homebuyer audiences
- My role was pivotal in bridging brand messaging and cultural authenticity. I didn’t just understand the cultural nuances, I integrated them into the brand’s messaging, enhancing engagement and brand sentiment among diverse audiences.
Strategy & Execution
- Designed and executed full-funnel omnichannel campaigns across video, native, display, Gmail, radio, social, mobile, and paid search
- Delivered high-performing creative with emotionally resonant messaging, using A/B testing and user insights to optimize results
- Used a culturally relevant, in-language approach to deepen engagement with Hispanic, Chinese, and Indian communities
Cross-Functional Leadership
• Coordinated 50+ stakeholders across Wells Fargo, BBDO, and media/creative partners
• Navigated complex regulatory environments while maintaining creative momentum and compliance integrity
I bring clarity and cohesion to large-scale marketing programs by making complex industries feel approachable and human. At Wells Fargo, I translated intricate financial offerings into performance-driven storytelling, grounded in empathy, cultural nuance, and strategic discipline.