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Northern Trust

Northern Trust is a globally recognized wealth management and asset servicing firm serving high-net-worth individuals, multi-generational families, executives, and institutional clients.

In an increasingly competitive advisory landscape, the opportunity was not awareness — it was differentiation. The challenge was to define and activate high-value client segments with precision, equipping advisors with clear positioning, thought leadership, and scalable growth systems.
What We Delivered:
Led segmentation strategy across Business Owners, Female Founders, Multi-Generational Families, and Executives, built data-informed market opportunity models for Western U.S. regions, evaluated advisor readiness and market sensitivity to fees, and prioritized millionaire growth demographics to guide investment focus.
Developed segment-specific messaging frameworks, built differentiated value propositions for complex wealth clients, and created thematic thought leadership platforms aligned with client lifecycle needs.
Designed comprehensive sales playbooks by segment, built lead generation frameworks aligned with advisor teams, developed “event-in-a-box” resources for scalable regional activation, and structured center-of-influence (COI) strategy for referral growth.
Hosted 200+ annual events across the West, founded and led The Coteríe retreat for Female Founders with nationally recognized speakers, elevated brand presence within high-net-worth communities, and integrated digital, in-person, and relationship-driven activation.
Northern Trust is a globally recognized wealth management and asset servicing firm serving high-net-worth individuals, multi-generational families, executives, and institutional clients.

In an increasingly competitive advisory landscape, the opportunity was not awareness — it was differentiation. The challenge was to define and activate high-value client segments with precision, equipping advisors with clear positioning, thought leadership, and scalable growth systems.
Clear segment differentiation within competitive wealth markets strengthened advisor confidence and enabled a more focused growth strategy. Scalable playbooks were adopted across multiple regions, ensuring consistent execution and operational efficiency.

At the same time, brand authority was elevated among business owners and female founders, reinforcing credibility and trust. These efforts contributed to a more reliable and sustainable pipeline, leveraging centers of influence (COI) and experiential channels to drive long-term growth across the organization.
Related Work
Additional Links
Related Work
Additional Links
Related Work
Additional Links
Related Work
Additional Links

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Elevating Women Magazine

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Elevating Women Digital Hub

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Maria Shriver Elevate Women Live Event