{"id":10,"date":"2015-05-21T04:25:24","date_gmt":"2015-05-21T04:25:24","guid":{"rendered":"http:\/\/www.allisonedmondson.com\/?page_id=10"},"modified":"2025-03-18T15:05:21","modified_gmt":"2025-03-18T15:05:21","slug":"allison-edmondson","status":"publish","type":"page","link":"https:\/\/www.allisonedmondson.com\/","title":{"rendered":"Allison Edmondson"},"content":{"rendered":"

Marketing and communications professional who has worked in a variety of B2B and B2C industries, with a strong bent toward financial services. Works well in ambiguous environments. Strives for excellence and produces results.<\/p>\n

EXPERIENCE<\/h3>\n\n\n\n\n
\n
INVESTMENTS & WEALTH INSTITUTE ▪ NEW YORK, NY (Remote)<\/b><\/div>\n<\/td>\n
<\/td>\n<\/tr>\n
Director\u2013Communications<\/td>\nJanuary 2023 \u2013 Present<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Leads communications function for premier membership-based organization of 21,000+ financial advisors, investment, wealth and retirement management professionals who serve high-net-worth (HNW) clients.<\/p>\n

    \n
  • Writes press releases and manages media relations for the Institute.<\/li>\n
  • Drives executive communications for Institute, supporting the communications needs of its CEO, officers and board of directors.<\/li>\n
  • Revamped brand guidelines to be reflective of the Institute\u2019s mission to be known as a premier, world-class education provider for those financial professionals who serve HNW clients.<\/li>\n
  • Launched blog and manages LinkedIn handle, positioning the Institute as a thought leader.<\/li>\n<\/ul>\n\n\n\n\n
    \n
    NEW YORK UNIVERSITY ▪ NEW YORK, NY<\/b><\/div>\n<\/td>\n
    		<\/td>\n<\/tr>\n
    Student (Career Break)<\/td>\nSeptember 2021 \u2013 December 2022<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

    Enrolled in Certificate in Financial Planning, Professional Studies Program.<\/p>\n\n\n\n\n\n\n
    <\/th>\n<\/th>\n<\/th>\n<\/tr>\n<\/thead>\n
    BNY MELLON \u00a0▪ NEW YORK, NY<\/strong><\/td>\n<\/td>\n<\/tr>\n
    Director \u2014Corporate\u00a0<\/em>Communications<\/i><\/td>\nJuly 2018 \u2013 September 2021<\/em><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

    Managed content initiatives for corporate and specific business areas of world-leading provider of investment management and investment services.<\/p>\n

      \n
    • Drove growth initiative campaigns in support of global client management organization that is responsible for largest revenue-generating clients; developed content to educate client-facing employees, support sales enablement, and amplify BNY Mellon\u2019s thought leadership authority in the marketplace.<\/li>\n
    • Produced enterprise podcast series, BNY Mellon Perspectives, Q2 2020\u2013Q2 2021; managed interview preparation and produced podcast and other assets (web, social, client emails, etc.) to promote the podcast.<\/li>\n
    • Developed enterprise thought leadership platform on how the firm\u2019s insights and solutions can help clients run their businesses in a \u2018Simpler, Smarter, Safer\u2019 manner, which launched as part of the Sibos 2019 content hub on bnymellon.com; three of the hub articles were among the five most read pages on all of bnymellon.com in 2019.<\/li>\n<\/ul>\n\n\n\n<\/colgroup>\n\n\n\n\n\n
      <\/th>\n<\/th>\n<\/th>\n<\/tr>\n<\/thead>\n
      PERSHING LLC, A BNY MELLON COMPANY ▪ JERSEY CITY, NJ<\/strong><\/td>\n<\/td>\n<\/tr>\n
      Vice President\u2014Thought Leadership
      \nAssistant Vice President\u2014Advertising Brand Management & Communications<\/em><\/td>\n      		June 2014 \u2013 July 2018
      \nJune 2010 \u2013 June 2014<\/em><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

      Led thought leadership, marketing and brand management initiatives to help broker-dealers and RIAs grow profitably, foster employee talent, maximize operational efficiency and manage risk.<\/p>\n

        \n
      • Relaunched and rebranded new \u201cblog-like\u201d thought leadership section on pershing.com.<\/li>\n
      • Developed multi-channel TL campaigns, including:\n
          \n
        • \u201cHow Advisors Showcase Their Values to Investors\u2014and What Investors Secretly Think\u201d\n
            \n
          • Winner of 2018 WealthManagement.com Industry Award ($25B+ Custodian Thought Leadership)<\/li>\n
          • Silver Award Winner in Digital Collateral, 2018 Financial Communications Society Portfolio Awards<\/li>\n<\/ul>\n<\/li>\n
          • \u201cCrossroads: Critical Decisions That Advance the Evolution of an Advisory Firm\u201d\n
              \n
            • Winner of 2017 WealthManagement.com Industry Award ($25B+ Custodian Thought Leadership)<\/li>\n<\/ul>\n<\/li>\n
            • \u201cDestination RIA: What to Expect and How to Prepare for Independence\u201d<\/li>\n
            • \u201cRealizing the Value of Your Life\u2019s Work: Building a Sustainable Succession Plan<\/li>\n<\/ul>\n<\/li>\n
            • Led branding and trademarking projects for several functions within Pershing\u2019s technology platform, NetX360\u00ae..<\/li>\n<\/ul>\n\n\n\n<\/colgroup>\n\n\n\n\n\n
              <\/th>\n<\/th>\n<\/tr>\n<\/thead>\n
              METROPOLITAN LIFE INSURANCE COMPANY ▪ NEW YORK, NY<\/strong><\/td>\n<\/td>\n<\/tr>\n
              Advertising Manager\u2014Institutional Marketing<\/em><\/td>\nNovember 2006 \u2013 January 2010<\/em><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

              Planned and implemented B2B integrated marketing campaigns targeting benefits brokers, company benefits decision makers and financial professionals to promote MetLife as a thought leader and provider of insurance solutions.<\/p>\n

                \n
              • Optimized media plans on an ongoing basis to maximize response; reviewed results with key stakeholders.<\/li>\n
              • Produced five webinars targeting benefits decision makers and benefits brokers that generated 4,000+ prospects.<\/li>\n
              • Helped develop and launch the Institutional \u201cIf\u201d brand architecture and advertising campaign.<\/li>\n<\/ul>\n\n\n\n<\/colgroup>\n\n\n\n\n\n
                <\/th>\n<\/th>\n<\/tr>\n<\/thead>\n
                OPTICAL SOCIETY OF AMERICA ▪ WASHINGTON, DC<\/strong><\/td>\n<\/tr>\n
                Senior Marketing Manager<\/em><\/td>\nNovember 2005 \u2013 September 2006<\/em><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

                Planned and implemented integrated marketing campaigns for an industry-leading conference on lasers and electro-optics, targeting both prospective conference registrants and optics product exhibitors.<\/p>\n

                  \n
                • Executed a pre-established 10-month email and direct mail marketing campaign in six months.<\/li>\n
                • Negotiated $170K in trade advertising to supplement direct marketing budget.<\/li>\n
                • Directed design agencies to develop direct marketing communications and online\/print advertisements, to ensure consistent brand presence for both audiences (2.2MM+ media impressions).<\/li>\n
                • Created 2007 marketing plan for conference and developed budget to support it.<\/li>\n
                • Launched new creative look and navigational structure for 2007 conference website.<\/li>\n<\/ul>\n\n\n\n<\/colgroup>\n\n\n\n\n\n
                  <\/th>\n<\/th>\n<\/tr>\n<\/thead>\n
                  US AIRWAYS, INC. ▪ ARLINGTON, VA<\/strong><\/td>\n<\/td>\n<\/tr>\n
                  Advertising Manager<\/em><\/td>\nJune 2002 – November 2005<\/em><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
                    \n
                  • Managed cross-departmental coordination of newspaper and online advertisements to promote system-wide airfare sales; directed agency in creative executions and media placements.<\/li>\n
                  • Planned and implemented media campaigns to promote Ft. Lauderdale as a new airline gateway to the Caribbean\/Latin America.<\/li>\n
                  • Planned and implemented campaigns in Philadelphia and Washington, DC to launch \u2018GoFares\u2019, low airfares to compete against low-cost airlines.\n
                      \n
                    • Three initiatives above generated $33.7 MM in incremental revenue.<\/li>\n<\/ul>\n<\/li>\n
                    • Implemented US Airways Shuttle radio\/print campaigns to combat overall decrease in business travel and market share loss due to two new entrants and traditional direct competitor.\n
                        \n
                      • Maintained overall Shuttle market share of 47%.<\/li>\n<\/ul>\n<\/li>\n
                      • Developed ad campaigns in support of segmented sales strategies.<\/li>\n
                      • Developed trafficking strategy for TV and radio commercials spots in key US Airways markets.<\/li>\n
                      • Led redesign of onboard US Airways magazine, Attach\u00e9, to market revenue-generating opportunities; edited magazine on a monthly basis (circulation 3MM).<\/li>\n<\/ul>\n\n\n\n<\/colgroup>\n\n\n\n\n
                        <\/th>\n<\/th>\n<\/tr>\n<\/thead>\n
                        Project Manager\u2014Brand Management \/ Product Development and Integration<\/em><\/td>\nAugust 2000 \u2013 June 2002<\/em><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
                          \n
                        • Oversaw product development and integration of two major airline brands\u2014US Airways Shuttle and MetroJet\u2014with cross-departmental team consensus and financial support. Directly managed associate to assist in Shuttle product branding.<\/li>\n
                        • Led cross-functional team to design, launch, and evaluate competitive branded meal service onboard US Airways Shuttle 2Q 2002.\n
                            \n
                          • Service winner of industry 2002 Emerald Onboard Services Award.<\/li>\n<\/ul>\n<\/li>\n
                          • Moved Washington Shuttle location from Reagan National to Washington Dulles airport when Reagan closed September 11 in two days; and then back to Reagan when it reopened.<\/li>\n
                          • Controlled all mediums that outlined US Airways Shuttle and MetroJet product attributes and services to customers\u2014such as Attach\u00e9, Dividend Miles\u2019 newsletter, usairways.com, press releases, on-hold reservation recordings, and onboard promotions\u2014to ensure consistent messaging.<\/li>\n
                          • Created MetroJet branding removal plan when MetroJet discontinued operating in December 2001; organized removal of MetroJet signage, branding at airports, and reservations\/operational procedures.<\/li>\n<\/ul>\n\n\n\n<\/colgroup>\n\n\n\n\n
                            <\/th>\n<\/th>\n<\/tr>\n<\/thead>\n
                            Senior Analyst\u2014Marketing Planning<\/em><\/td>\nOctober 1999 \u2013 August 2000<\/em><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
                              \n
                            • Developed marketing communications plans, ensuring consistent marketing messages in Frequent Flyer, Advertising, Sales, and Marketing vehicles.<\/li>\n
                            • Managed relationship between US Airways and cooperative credit-card partner, American Express; planned and executed direct marketing initiatives with dual objective to increase airline ticket sales and increase partner credit-card charge volume.<\/li>\n
                            • Managed nationwide marketing program with H&R Block, which resulted in $5.7MM+ by distributing 16MM+ discounted ticket coupons through their software products.<\/li>\n
                            • Oversaw production of monthly in-flight video, shown on all video-equipped US Airways aircraft, which outlined premier company marketing message.<\/li>\n<\/ul>\n

                              EDUCATION\/CERTIFICATIONS<\/h3>\n

                              UNIVERSITY OF MARYLAND ▪ COLLEGE PARK, MD<\/strong>
                              \nROBERT H. SMITH SCHOOL OF BUSINESS<\/strong>
                              \nMaster of Business Administration (MBA), Marketing Concentration, GPA 3.5<\/p>\n

                              JAMES MADISON UNIVERSITY ▪ HARRISONBURG, VA<\/strong>
                              \nBachelor of Science, Communications, Magna Cum Laude, GPA 3.6<\/em><\/p>\n

                              FINRA SERIES 7, 24 LICENSES<\/strong> (Expired August 2021)<\/em><\/p>\n

                               <\/p>\n","protected":false},"excerpt":{"rendered":"

                              Marketing and communications professional who has worked in a variety of B2B and B2C industries, with a strong bent toward financial services. Works well in ambiguous environments. Strives for excellence and produces results. EXPERIENCE INVESTMENTS & WEALTH INSTITUTE ▪ NEW YORK, NY (Remote) Director\u2013Communications January 2023 \u2013 Present Leads communications function for premier membership-based organization […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-10","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/www.allisonedmondson.com\/index.php?rest_route=\/wp\/v2\/pages\/10","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.allisonedmondson.com\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.allisonedmondson.com\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.allisonedmondson.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.allisonedmondson.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=10"}],"version-history":[{"count":10,"href":"https:\/\/www.allisonedmondson.com\/index.php?rest_route=\/wp\/v2\/pages\/10\/revisions"}],"predecessor-version":[{"id":58,"href":"https:\/\/www.allisonedmondson.com\/index.php?rest_route=\/wp\/v2\/pages\/10\/revisions\/58"}],"wp:attachment":[{"href":"https:\/\/www.allisonedmondson.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=10"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}