SUCCESSSTORIES GrowthStreet ETRADE
Partnered with the head of digital to reach a new, $1B market.

Growth Challenge

As new, start-up competition was disrupting the financial services industry, E*TRADE wanted to get ahead with a new target audience. They were looking for help creating, driving and executing a new digital strategy, along with building innovative, immersive experiences. They had a lean team and needed an executive to lead the team day-to-day and deliver measurable results on an accelerated timeline.

Strategic Approach

We stepped in as their Fractional Digital Officer, working alongside the SVP of Digital Strategy and leading the team day-to-day for over three years.
Growth Street partnered with E*TRADE to:
  • Understand a new target customer segment
  • Journeymap complex user pathways across digital, mobile and in-person experiences
  • Lead a team day-to-day
  • Direct and manage a number of outside agencies
  • Communicate at all levels of the organization
  • Gain buy-in and feedback
  • Conduct usability testing
  • Work directly with the Engineering team
  • Build new digital experiences from requirements through to launch
  • Meet aggressive timelines and execute flawlessly
  • Understand a new target customer segment
  • Journeymap complex user pathways across digital, mobile and in-person experiences
  • Lead a team day-to-day
  • Direct and manage a number of outside agencies
  • Communicate at all levels of the organization
  • Gain buy-in and feedback
  • Conduct usability testing
  • Work directly with the Engineering team
  • Build new digital experiences from requirements through to launch
  • Meet aggressive timelines and execute flawlessly

Unrivaled Results

Differentiation

Launched auto-trader product and enhanced, holistic trading
experience, resulted in attracting new target accounts and surpassing target trading
revenue.

Clarity

Define the competitive whitespace opportunity to attract a new customer base

Alignment

Built the go-to-market strategy and collaborated with key business leaders
across the organization to gather feedback and implement.

Efficiency

Attracted new customers faster than forecasted and grew existing customer
assets through effective cross-sell communications.

Client Testimonial

John Matos
John Matos

SVP of Digital Strategy

E*TRADE

I had the honor and privilege to have Michelle run a strategic, Digital team for me for over three years. She was my “right hand”, and though in a consulting capacity, always gave more than full-time in her time, thought, passion and approach. Her decision making process is based on listening, asking questions, and ultimately coming to a decision based on facts. Michelle has a keen sense of creativity and she always keeps the customer at the forefront of any decision. She is uncanny in her abilities to distill large issues and detailed data into digestible formats to present to C-Level leadership and others in the organization. She is an absolute asset to any organization and I can’t wait to work with her again.