Southwestern
Financial Group
Summary
Southwestern is comprised of 10 subsidiaries (4 major subsidiaries) built to aid in a wide range of financial services including but not limited to wealth investments, management, assets, and security.
Responsibilities
Content Marketing
Campaign Marketing
Website Developing
Pre- & Post-Event Promoting
Southwestern - Subsidiaries
Joining Southwestern was like jumping into a fast-paced show mid-season. Adaptability, communication, and excellence were essential. Taking on a wide variety of responsibilities my goal was to help clients realize they don’t have to settle for the high-end fees and lower quality services found elsewhere, and by the end of my time here, I know we accomplished taking steps toward the truth.
Pain Points
Brand Confusion
Multi-segmented Marketing
Market Expansion
Partnership & Acquisitions
Content Marketing
August 2024
TAGS|
Soon after my arrival, Southwestern received the Inc. 5000 award for 2024. After a quick corporate celebration, our team immediately began our annual update for every Southwestern subsidiary. Focusing on content marketing, I began using video and subtle graphical ques to distinguish each brand unique story and mission to clients while maintaining the strength of their shared legacy.
Pain Points Solved
Brand Confusion – Developed distinct style guides to signal 10 different subsidiaries while maintaining a unified brand identity.
SWFG || Ad Testing
SWAG || Launch
SWFC || Intro
SWAM || Melkebruk
Setting up style-variations for each brand as we progressed through video creation not only helped stay organized but also became time efficient.
November 2024
Campaign Marketing
TAGS|
Summary
With the growth of social media and video products, managing multi-segmented marketing became effortless. Our next focus became geared towards campaigning each brand across platforms like Google Ads and Meta Ads to rapidly expand our presence in the market. With cutting edge tools our plan was simple but effective, create 12-25 variations of services and basic knowledge we want our current and future clients to know about us and the market we work in.
Pain Point Solved
Multi-segmented Marketing – Further resolving brand confusion and targeting issues by developing distinct ad strategies and tracking performance to strengthen brand identity and messaging clarity.
March 2024
Website Development
TAGS|
Summary
When SWAM’s website began to feel outdated, the subsidiary approached me for a fast, flexible redesign they could implement at their convenience. I took on the challenge by creating initial concepts in Illustrator, designing the site in Figma, and ensuring the design aligned with the specific website builder they would use. Below is a preview—stay tuned for the full site launch.
Pain Point Solved
Market Expansion – Brands are expected to grow annually, making it essential to develop new web products or update existing ones each year. This approach ensures the company meets evolving demands and attracts new audiences as it expands.
Mobile View
Results
Starting from modest beginnings, we’ve expanded 40-fold based on our user website sessions in a 6month period compared to Sept. 17th, 2024 – March 17th, 2025.
Website development can initially feel challenging, but by establishing clear goals and key checkpoints—such as SEO ranking, keyword optimization, fast loading times, high user engagement aligned with the client’s priorities, and cross-compatibility for mobile views—you can accomplish more in less time while quickly learning new skills.
October 2024 & May 2025
Pre- & Post-Event Promotor
Conferences like ADISA and other industry events serve as key milestones; opportunities to showcase our hard work, gain valuable insights, and refine our direction. These moments not only highlight what we’re doing well but illuminate the path forward. They’re more than events—they’re launchpads for innovation, connection, and continued growth.
My time at Southwestern and its subsidiaries has equipped me with the confidence to navigate fast-paced environments and effectively address challenges, all while balancing both large and small responsibilities. I look forwarding in overcoming future challenges with the knoledge I have gained here.
