Amigas in Wealth

Brand Partner: J.P. Morgan

Year: 2024

The Challenge
Latina women have significant economic influence but often lack access to financial education and resources that resonate with their unique experiences and goals. The challenge was to create a campaign that provided culturally relevant, actionable guidance while reinforcing J.P. Morgan’s commitment to diversity and empowerment.

The Work
In its third year, the Amigas in Wealth campaign evolved to include both the Amigas in Wealth Virtual Summit and the new Amigas in Wealth Academy, offering Latinas multiple touchpoints for connection, learning, and growth.

The campaign combined immersive sessions with personalized conversations, giving attendees the tools, guidance, and inspiration to achieve their financial goals. Across the series, hundreds of Latinas engaged with J.P. Morgan Wealth advisors, participated in interactive programming, and accessed actionable advice for wealth-building and financial independence.

My Role

• Led overall campaign strategy, programming, and execution

• Directed creative vision for the Summit and Academy events, designing the experience, visuals, and interactive elements to enhance attendee engagement

• Curated speakers and shaped programming to create meaningful, engaging experiences for attendees

• Managed cross-functional collaboration with marketing, social, and client teams to promote each experience

• Shaped campaign messaging to inspire empowerment and action

Impact

• Strengthened J.P. Morgan’s reputation as a champion for diversity, inclusion, and financial empowerment

• Increased favorability and trust for the J.P Morgan brand

• Enabled attendees to take bold steps toward financial independence and long-term success