A selection of my work at Backbase, where I lead content marketing across the Americas. These samples highlight how I turn complex banking, fintech, and AI topics into compelling stories across ABM campaigns, digital ads, thought leadership, podcasts, and flagship events, connecting creative content with broader GTM and growth strategies.
ENGAGE Americas
For Backbase’s flagship ENGAGE Americas event, I helped shape the content experience for 200+ banking leaders, contributing to keynote scripts, panel discussions, executive talking points, speaker briefings, podcast outlines, and customer stories. I worked across teams to turn complex banking and AI concepts into clear, engaging narratives, including supporting the opening keynote and launch story for Backbase’s Banking OS and Unified Frontline vision.
WRITING SAMPLES
Agricultural Banking ABM Campaign
I developed this highly targeted asset for agricultural banking (a specialized subset of U.S. commercial banking) with a serviceable audience of just 40–50 priority accounts.
The content translated complex challenges around agricultural lending, servicing, portfolio risk, and fragmented banking infrastructure into a tailored Backbase value proposition. Supported by a targeted LinkedIn ABM campaign, the asset generated a 30% higher click-through rate than broader Backbase ads, demonstrating the impact of niche, audience-specific messaging over generic positioning.
Backbase × Microsoft: AI-Powered Banking Thought Leadership
Co-marketing thought leadership asset with Microsoft, helping translate complex topics across AI, cloud technology, data, and banking modernization into a clear narrative for financial-services leaders. The piece connected technical capabilities including Azure, Copilot, APIs, automation, and cloud-native architecture—to the business challenges banks face, making the story relevant to both executive and technical audiences.
U.S. Wealth Management GTM Strategy
Thought leadership guide to support Backbase’s expansion into the U.S. wealth management market, translating complex industry shifts like the Great Wealth Transfer, AI adoption, and advisor modernization into a clear, actionable narrative. The piece explores how wealth firms can use AI-powered relationship management, digital onboarding, automation, and personalization to reduce administrative work while creating stronger advisor-client relationships.
Customer Testimonial Videos
Bringing customer stories to life through testimonial video production, developing interview questions, shaping the narrative and storyline, and preparing customers to tell authentic stories that connected their experiences to broader brand and product messaging. My experience also extends into hands-on video editing, giving me an understanding of the full production process.
Case Study
Developed this mock top-of-funnel campaign for Backbase focused on banking modernization and designed to build awareness among financial institution decision-makers. The campaign translated a broad, complex transformation story into clear, engaging messaging that introduced the problem