A nearly 90 year-old investing giant knows the value of long-term growth.

I’ve led copy for @troweprice organic social on Meta since 2023, making enormous, complex, and highly regulated financial topics approachable.

In this position, I’ve evolved storytelling and strategy, collaborating with Strategy leadership to pivot the program from simple social publishing to a contemporary search- and discovery-powered creative system that reflects how people actually use social media now — built on saves, shares, and AI search.

As Senior Copywriter, I co-lead creative development and help translate this evolving strategy into briefs, concepts and platform-specific creative. In my role, I:

• Sharpen briefs and strategic inputs to support social hooks and AI/GEO search queries.

• Use T. Rowe Price blogs, podcasts, and reference material to build and inform creative concepts and copy.

• Co-lead creative from development to execution with my partner.

• Present work to and incorporate feedback from financial subject matter experts, brand guidance, and legal teams.

• Manage freelance art and design resources, including onboarding and day-to-day creative direction and project management.

Wins:

• Exceeded 2024 engagement goals by 30%. After raising 2025 goals by 12%, we cleared those goals by an additional 11%.

• Almost 3X’d reach between mid-2024 and mid-2026 (4.1M to 11.8M).

Deliverables: Meta Reels, in-feed video and static

Role: Senior Copywriter

Senior Art Director: Hayley Frazier

Creative Director: Eleni Flory