Cadillac Financial – Luxury Financial Services Launch
Role: AVP, Content & Communications
Client: GM Financial in partnership with Cadillac
This project launched a new luxury financial services brand inside a complex, regulated enterprise environment. The work aligned Cadillac’s global brand refresh with GM Financial’s platforms to create a seamless, premium customer experience across every touchpoint, from origination through end of term.
The Challenge
Cadillac required a distinct, luxury-aligned financial services experience while leveraging GM Financial’s existing infrastructure, systems, and compliance requirements.
my role
I led the content and communications strategy for the Cadillac Financial launch, developing the verbal identity, messaging framework, and enterprise-wide writing guide. I oversaw the creation and rollout of more than 400 pieces of customer-facing content across web, email, mobile, statements, dealer communications, and point-of-sale materials.
The impact
The brand launched in under 11 months, serving more than 200,000 customers at launch. Customer satisfaction and agent satisfaction scores exceeded targets, messaging received global brand approval from Cadillac, and the framework scaled to additional markets and products.
See My Other Projects
