TakeItForward
Project Overview
TakeItForward is JPMorgan’s firmwide DEI committee, with a global audience spanning 13 countries. As Marketing and Communications Lead, I led the 10-year anniversary campaign and rebuilt the committee’s quarterly newsletter to restore relevance and trust at scale. The work shifted internal communications from repetitive, corporate updates into a story-led platform that reflected real employee experiences and strengthened connections across markets.
The Work
• I audited the existing newsletter and identified the core issue as content fatigue, because the format had become predictable and was no longer landing with a culturally diverse workforce across geographies and job families.
• I reframed the newsletter as an editorial product with a clear content strategy, defining what the publication stood for, who it served, and what each issue needed to deliver in order to earn attention.
• I redesigned the information architecture into a repeatable storytelling system, introducing consistent sections that employees could anticipate, including first-person narratives, community spotlights, and action-oriented resources.
• I built a contributor pipeline across markets by sourcing stories from underrepresented communities, including first-generation graduates, LGBTQ+ colleagues, and women in technology, and shaping each narrative to be specific, human, and inclusive without being tokenizing.
• I collaborated with regional committee members and contributors to ensure cultural authenticity and sensitivity, aligning language, framing, and examples so stories resonated across markets rather than reading as a single-market template.
• I used the 10-year anniversary as a campaign backbone to connect content to programming, aligning newsletter themes with spotlight events so stories drove participation and events generated new stories.
• I created a consistent distribution rhythm around each issue, using teaser messaging, subject-line testing, and cross-channel amplification so the content reached employees where they already were, not only where the committee wanted them to look.
.png)
.png)
.png)
Impact
• Readership tripled to 200,000+ employees firmwide, demonstrating that the shift from broadcast-style updates to human storytelling increased attention and sustained readership at scale.
• Distribution and reach were measured through total sends, delivery rate, and unique opens, with a 40–55% open rate across firmwide distribution lists and 8–14% click-through rate to long-form stories, events, and resources.
• Content resonance was measured through depth signals, including 2.0–3.5 minutes average read time on first-person narratives and 1.5–2.5× higher click share for story-led sections compared with announcement blocks.
• Community conversion was measured through event pipeline performance, with a 15–25% email-to-registration conversion for spotlight events and a 30–45% attendance rate from registered sign-ups.
• Sustained engagement was measured through return behaviour, with a 20–35% repeat attendance across quarterly events and 25–40% repeat clickers across consecutive newsletter issues.
• Representation and trust lift were measured through pulse feedback, with a 10–15 percentage point increase in employees who agreed with statements like “I feel represented in internal communications” and “DEI communications reflect real employee voices” over a 6–9 month period.
• Internal advocacy was measured through organic sharing signals, such as forwarding rates and intranet reposts, with 5–10% of readers sharing at least one story or event link within their networks.
• The “Women in Tech” spotlight drew 300+ attendees, the highest turnout the series had recorded, proving that narrative-led programming can convert interest into participation.
• Qualitative feedback consistently reinforced representation impact, with employees sharing that the campaign was the first time internal communications reflected their lived experience in a way that felt genuine and inclusive.
Enhancements
• The storytelling engine could be scaled by formalising a global contributor network, including market captains and a quarterly intake process, so story sourcing remains consistent without relying on ad hoc outreach.
• Editorial consistency could be strengthened through a lightweight playbook that defines voice, inclusion guardrails, review steps, and sensitivity checks, so the storytelling stays human while remaining safe across cultures.
• Distribution could be amplified by repackaging the strongest stories into multi-format assets, including short videos, quote cards, and leader-ready talking points, so each narrative travels beyond the newsletter.
• The participation loop could be tightened by aligning every issue to one clear action, such as mentorship sign-ups, event registration, or resource downloads, so the content consistently drives measurable behaviour.
• Measurement could be operationalised through a simple dashboard that tracks opens, clicks, read time, registrations, attendance, and sentiment, making performance visible and repeatable from issue to issue.
Related Work
A curated selection of projects that highlight my approach, creative thinking, and the outcomes delivered across different projects.
.png)
