Design Role and Responsibilities

1. Leadership of the Design Team

• Led a cross-functional design team to develop tailored business processes supporting the marketing campaign.

• Ensured alignment between marketing objectives, investor needs, and operational efficiency.

• Provided strategic guidance to foster creativity and innovation in process design.

2. Day-to-Day Activities

• Client Needs Analysis: Conducted stakeholder interviews and gathered insights on target investor personas, campaign requirements, and conversion goals.

• Solution Design: Created process flows that integrated marketing, sales, and operational workflows, using tools like Visio and BPMN. Designed seamless onboarding experiences to enhance engagement for account types such as Roth IRA and IRA.

• Collaboration with Project Teams: Partnered with marketing teams, IT, and operations to ensure the designed processes supported promotional activities and were scalable across campaign channels.

3. Marketing Campaign Integration

• Aligned business processes with campaign goals, including email marketing, social media outreach, and digital advertising.

• Developed workflows to track campaign performance and conversion metrics in real-time.

• Collaborated closely with creative teams to ensure the investor journey was smooth, from initial touchpoints to account setup.

4. Technical Guidance and Implementation Support

• Recommended and implemented tools to streamline campaign execution, such as marketing automation platforms and CRM integration.

• Provided guidance on integrating optimized processes into existing systems to ensure minimal disruption and maximum impact.

• Supported the configuration of account setup workflows to reduce friction in the investor conversion process.

5. Testing and Optimization

• Conducted end-to-end testing of investor journeys, ensuring smooth transitions between marketing, onboarding, and account creation stages.

• Collected investor feedback during pilot campaigns to identify pain points and refine processes.

• Continuously optimized workflows to improve campaign performance, reduce processing times, and enhance the investor experience.

Outcome
The project resulted in the successful deployment of an optimized business process framework that supported T. Rowe Price’s marketing campaign, yielding the following results:

• Increased Conversions: Boosted conversion rates for Roth IRA, IRA, and other accounts by 30%.

• Enhanced Investor Experience: Created an intuitive and engaging onboarding process, reducing friction and increasing satisfaction.

• Efficient Campaign Execution: Streamlined workflows enabled marketing teams to launch and manage campaigns with greater agility.

• Cost Savings: Automation reduced manual tasks, resulting in significant operational cost savings.

• Scalable Solution: The optimized processes were adaptable for future campaigns targeting other account types and investor segments.

By focusing on integrating innovative business processes with marketing efforts, the project delivered a compelling investor experience and reinforced T. Rowe Price’s leadership in the investment management industry.