Marketing leadership portfolio

Building the marketing foundation for an emerging wealth management platform

As the firm's first marketing hire at TriNexus Partners, I architected the brand, messaging strategy, marketing operations, and advisor engagement program — from the ground up.

Marketing strategy Brand development Advisor recruiting Executive thought leadership Marketing ops
View case studies Download résumé
$18M
Advisor AUM recruited
22.5%
LinkedIn audience growth YoY
25%
Digital conversion lift
80%
A/B test win rate
0 → 1
Marketing function built from scratch
$18M
In advisor AUM recruited
4
Major programs launched
60+
Marketing assets created
14
A/B tests run and documented

Business challenge

Competing in a crowded market with no foundation

TriNexus was seeking to recruit independent advisors without an established brand, marketing infrastructure, or documented messaging. I was brought in to build everything from nothing — on a limited budget.

No established brand identity or visual system
Competitive advisor recruiting with zero market awareness
No marketing technology stack or operational processes
No messaging framework or content library in place
Limited budget requiring high-leverage strategic thinking
No KPI reporting framework or performance visibility

Strategic approach

Four pillars.
One cohesive foundation.

Built sequentially to establish market presence, engage advisors, and create the infrastructure needed to scale.

01

Brand strategy

Positioning, value prop, voice, and complete visual identity system — built from zero

02

Messaging architecture

Corporate, advisor recruiting, and client-facing frameworks with documented voice guidelines

03

Marketing operations

Tech stack, workflows, reporting, campaign planning, and agency management

04

Executive thought leadership

LinkedIn strategy, editorial calendar, PR program, and executive video series

Case studies

From strategy to results

Four programs, built from scratch, each with documented business outcomes.

Case study 01

PR strategy & brand positioning

PR & Communications

Sourced and partnered with a premier PR agency (JConnelly) to establish the market positioning for TriNexus Partners, an emerging high-net-worth wealth management firm. Directed the development of the firm's core differentiators, successfully executing a foundational messaging document, media readiness FAQs, and the official September 2026 launch press release to introduce a disruptive new in-house specialist model to the industry. Ran a biweekly touch base with the agency to align on upcoming initiatives, priorities, and executional timelines.

0 → 1
Brand positioning & PR strategy built from scratch
6 wks
Pre-launch strategic execution timeline
3
Core media assets delivered

Case study 02

Advisor recruiting ecosystem

Advisor recruiting

Collaborated with executive leadership and web development partners to create a private advisor recruiting platform and supporting marketing ecosystem. Developed pitchbooks, one-pagers, presentations, and event materials that helped communicate the TriNexus value proposition and support advisor recruiting efforts.

$18M
Advisor AUM recruited
5
Advisors recruited
↑
Recruiting conversation quality

Case study 03

Executive & corporate thought leadership

LinkedIn & Content

Established the firm's LinkedIn presence from scratch — developing the content strategy, visual branding, custom cover design, editorial calendar, and brand standards that set the foundation for ongoing execution. Simultaneously managed the CEO's personal LinkedIn page, optimizing his content for maximum engagement and impressions — refining his posts for tone, structure, and LinkedIn best practices to grow his follower base organically and elevate his visibility as a trusted voice in the wealth management independence space, attracting the attention of independent financial advisors, HNW advisors, RIA principals, managing directors, and wealth management leaders.

22.5%
LinkedIn audience growth YoY
4×
Post engagement lift
Tier 1
Press placements secured

Case study 04

Advisor-facing website & video production

Digital & Production

Project managed the end-to-end build of the TriNexus advisor-facing website, overseeing the web development team to ensure timely delivery, brand alignment, and a compelling digital experience tailored to advisor prospects. Also led production of the founder's homepage video — sourcing the location, planning the filming day, and coordinating all logistics to capture an executive-quality brand asset.

What we built
  • Why TriNexus — value proposition & positioning
  • Who We Serve — Wirehouse & Independent Advisors
  • Our Platform — advisor tools & client solutions
  • Team & Our Firms pages
  • News & Insights content hub
  • Founder's homepage video — location sourced & shoot produced

Marketing leadership

Beyond campaigns —
building the function

Senior marketing leaders build systems, teams, and infrastructure — not just campaigns. Here's what I put in place at TriNexus.

What I built

  • Marketing roadmap and OKR framework
  • Content library with 60+ assets
  • Reporting dashboard and KPI cadence
  • Campaign planning and workflow processes
  • Agency and vendor relationship management

Leadership contributions

  • Executive team collaboration and alignment
  • Board-level marketing communications
  • Annual budget planning and management
  • Cross-functional partnerships with sales and ops
  • Board-level meeting communications and meeting agendas

Selected deliverables

Real work. Real impact.

Every piece was strategically conceived, designed, and produced to support advisor recruiting, brand credibility, and firm positioning. Click any image to enlarge.

Sales enablement · 30-page document

TriNexus Financial Advisor Pitchbook

Designed and produced a premium advisor recruiting pitchbook and presentation package, transforming complex financial services content into a visually compelling sales tool. Managed creative direction, print production, vendor sourcing, color proofing, and custom presentation materials to elevate the TriNexus brand and support advisor recruiting efforts.

Narrative strategy Copywriting Layout & design Data visualization Print production
TriNexus pitchbook cover with leather portfolio and business card
⤢ Click to enlarge
Interior pages
W-2 Recruiting Deal page W-2 Recruiting Deal
Selling Your Book page Selling Your Book
Marketing Resources page Marketing Resources
Organizational Chart page Org Chart
TriNexus luxury printed invitation box
⤢ Click to enlarge
Event marketing
Print production · Event strategy

Inaugural Private Briefing Invitation

Luxury magnetic-close box delivered to top-tier financial advisor prospects ahead of TriNexus's inaugural private briefing at The Bryant Park Hotel. Gold-foil exterior with a navy invitation inside — designed to signal exclusivity and ensure a high show rate from Big 4 and independent advisor targets.

Creative direction Print production Event strategy
TriNexus retractable banner at private briefing
⤢ Click to enlarge
Brand · Event
Brand application · Event collateral

Private Briefing Retractable Banner

Conference banner deployed at the inaugural TriNexus private briefing alongside branded stage backdrop and AV. "Your Future. Your Terms." — written as part of the brand messaging framework — spoke directly to the independent advisor audience's core motivation: autonomy.

Copywriting Brand application Event production
Peter Millar quarter-zip front
⤢
Peter Millar back logo detail
⤢
Brand extension
Brand extension · Merchandise

Extending the Brand Beyond Digital

Sourced premium Peter Millar quarter-zips and polos for advisors, prospects, and executive leadership. Managed vendor relationships, embroidery specifications, and production approvals to ensure every touchpoint reflected the firm's premium positioning.

Brand management Vendor sourcing Production oversight

Executive thought leadership

Building an industry voice in wealth management

Most marketers say they "managed LinkedIn." Few can show the strategy, system, and results behind it. Here's the full picture — from editorial framework to measurable audience growth.

My role on this program

Content strategy Editorial calendar Content optimization Creative direction Graphic design LinkedIn publishing Performance analytics
The system I built
01
Content pillars 3 strategic themes mapped to advisor audience pain points
02
Editorial calendar Weekly publishing cadence with intentional format variety
03
Content optimization Refined the founder's words for structure, hooks & LinkedIn reach
04
Performance tracking Monitored impressions, engagement rate, and follower growth
Content themes
Industry trends
LinkedIn poll post — advisor transition deals
13,517 impressions 44 votes 5 comments

Industry polls & advisor sentiment

Sparked conversation around advisor transition economics and recruiting trends — positioning the firm as a participant in the industry's most important debates.

13,517
Impressions
44
Industry votes
5
Comments
Leadership & perspective
LinkedIn editorial post — purposeful work or getting rich
7,232 impressions 29 reactions 5 comments

Executive thought leadership posts

Promoted long-form perspective content positioning the founder's expertise on advisor motivation, firm culture, and the future of independent wealth management.

7,232
Impressions
29
Reactions
5
Comments
Personal storytelling
LinkedIn 9/11 reflection post
17,299 impressions 212 reactions 24 comments

Personal brand & values storytelling

Humanized the executive's brand through authentic storytelling — connecting personal experience to professional values in a way that resonated deeply with a financial advisor audience.

17,299
Impressions
212
Reactions
24
Comments
Video content

Executive thought leadership — video format

Extended the content program into video format, optimizing the founder's script for clarity, structure, and LinkedIn reach before filming. Coordinated the full production process — from shoot logistics to overseeing post-production editing — ensuring the final output was polished, on-brand, and built to perform with a financial advisor audience.

12,328
Impressions
Video
Format
LinkedIn
Platform
Watch on Vimeo
Watch on Vimeo

Role: Strategy, Creative Direction & Distribution

Program results
49,000+
Total post impressions across program
285+
Total engagements
32+
Comments received
22.5%
Audience growth YoY
Target audience reached
Independent Financial Advisors RIA Principals Wirehouse Advisors Wealth Management Leaders BD & Custodian Executives
Follower growth +22.5% YoY

Ready to build something together?

Open to senior marketing leadership roles in wealth management and financial services. Let's talk.

Get in touch