Making Investing More Understandable
Investor education was at the heart of my work at iShares. During my time at Barclays Global Investors and BlackRock, I partnered with cross-functional teams to develop websites, digital campaigns, educational videos, webinars, podcasts, and product launches that helped investors better understand ETFs and make more informed financial decisions. Looking back, this was where I first realized that great marketing begins with education and trust.
Building a Global Learning Community
If my work at BlackRock taught me that marketing begins with education, my time at the Cloud Security Alliance reinforced that great marketing also builds community. Working alongside cybersecurity experts, I helped transform technical knowledge into approachable content, curated thought leadership, and digital experiences that informed members, fostered engagement, and supported the organization's continued global growth.
One of the projects I'm proud of is launching The CSA Roundup, a curated LinkedIn newsletter that brought together the organization's latest thought leadership in a format that expanded our content's reach. When CSA introduced a new training product, I also proposed complementing the launch with the organization's first LinkedIn Live event, creating a more conversational, interactive experience that successfully extended the campaign beyond traditional marketing channels. Alongside these initiatives, I led content strategy across digital channels, helped grow the email database from 50,000 to more than 300,000 subscribers, and developed lifecycle campaigns that generated more than $2 million in customer retention and expansion revenue over five years.
Looking back, CSA reinforced something I've always believed: great marketing isn't just about reaching people—it's about creating opportunities for them to learn, connect, and become part of a community.
Bringing People Together Through Experiences
My time at GLG took me from Hong Kong to London, where I discovered that some of the most meaningful communications happen face-to-face. Supporting executive events across Asia and later Europe, I partnered with colleagues to bring together business leaders, investors, and world-renowned experts for conversations that informed, challenged, and inspired.
From intimate executive breakfasts to large-scale conferences, every event required balancing strategic planning with meticulous execution. One of the highlights of my time at GLG was helping coordinate an executive event featuring former UK Prime Minister David Cameron. The experience reinforced how persistence, thoughtful planning, collaboration, and attention to detail all contribute to creating exceptional experiences.
Looking back, GLG taught me that memorable experiences don't happen by accident. They're carefully designed moments that foster learning, spark meaningful conversations, and leave people feeling that their time was well spent. That philosophy continues to influence how I approach marketing today.
