Built an in-house function
Via Tendon
Brand Strategist
Operations Manager
Social Media Strategist
Adobe Suite
Facebook
LinkedIn
First hire to build an in-house social and content function and achieve independence from external agencies within 6 months. 5 years later, it has expanded into a cross-functional team of 12 across website, UX/UI, content production, and social media.
Background
The client was a superannuation fund (equivalent to 401k, KiwiSaver, or pensions) with $90-billion under management, supporting 900,000 members to retire with financial dignity.
They have a few external agencies to create content and manage social channels (Facebook and LinkedIn).
Objective
Be independent of agencies by enhancing in-house capabilities (own the brand).
Faster and frequent collaboration across the business (strengthen the brand).
Integrated member experience (integrate the brand).
Own conversations, solve problems faster, and empower members to retire (bring to life the brand).
Results
Executed in-depth research to design a member-first content strategy and tone of voice, resulting in a 60% retirement readiness index and a 15% increase in balances from FY18/19, reflecting members’ greater financial literacy and capability.
Implemented industry-leading tools like Sprinklr to streamline workflow and deliver a positive member experience, decreasing SLA by 30%.
Created an in-depth rolodex of national suppliers to manage overflow of work, maintaining quality and efficiency.
Raised stakeholder engagement to produce content in-house by 40%.
Resolved 1,106 cases on Facebook in 12 months, averaging 3 hours per case from start to completion, contributing to an 8,6 member satisfaction score.
Amplified the digital acquisition program, accounting for 50% of new member joins, bringing in 40,000 new members.
5 years later, the team has expanded into a team of 12 specialists and managers across website, UX/UI, content production, and social media.
