Objective:
As the Art Director on the Multicultural Initiatives squad representing Mass Mutual Financial Advisors, one of our core objectives was to recruit more experienced South Asian financial professionals to our advisor field force.

our goal was to help develop a targeted recruitment campaign that increased Net Field Force our by 10 individuals over the course of the year. I mocked up several digital and personal touch points to help my squad imagine the possibilities for our campaign and to help inform the structure of our media plan. Once we decided on a creative direction, I mocked up concept artwork to quickly get my team and the corporate brand team's approval before aligning team with the creative capabilities to execute the final assets. 

I developed the design for digital ads, billboards + landing pages. Some assets I took all the way to completion on my own, others I handed off to our creative partners. I worked my team, internal design studio and brand team, and external advertising agency to move items toward completion and to ensure compliance with corporate brand standards. 

As an Art Director embedded within this marketing team, I felt benefitted by the intimate knowledge I had both around the campaign and my squads goals and objectives. Because of this I was able to both make sure our message and branding was clear and consistent across touch points and evaluate our how our creative + placements measured against my squads campaign goals over time. Through monitoring and careful optimization, we captured the interest of 145+ potential applicants, resulting in 14 hires by the end of the campaign.