401(k) Specialist Issue 4 - 2021 - 28

TAPO JUDGE NO. 3
ROBERTA HESS, Princeton Marketing
Insights and Inspiration
" GREAT MARKETING IN financial services is all about insights and inspiration, " Roberta Hess,
Founder and CEO of Princeton Marketing, said matter-of-factly.
Her passion and expertise in the retirement plan space are extremely impressive, having
worked with major brands and many of the top advisors in the country.
She began her career in Washington, D.C. as a college intern with the socially responsible
" With COVID,
I'm seeing that
every client has
an increased
focus on the
digital customer
experience and
communication "
Roberta Hess is CEO and Founder of
Princeton Marketing.
investing (SRI) firm Calvert Group.
" In terms of a place to work and grow for a young professional, it was fantastic because it
exposed me to so much, " Hess said. " When you raised your hand, and you were interested in
doing something, they would give you that responsibility. "
A move to Princeton, N. J. for a position at Merrill Lynch resulted in a rise through the
management ranks over 15 years. Her final role at Merrill was leading marketing, communication,
and education for their entire retirement plan business, which she called fantastic and
where she " got to know what makes an advisor tick. "
An opportunity to enter the C-suite took her to Travelers Life and Annuity to become
their chief marketing officer.
A young family and a need for a better work/life balance led her to strike out on her own,
and Princeton Marketing was born. Yet the industry again came calling-twice. First, it was
Prudential, and then it was recordkeeping giant Ascensus.
She led the transformation of Ascensus marketing as the company focused on expansion
and growth. During her six-year tenure, Ascensus revenue grew more than 200%.
" And I'm particularly proud that our team helped rebrand and grow the company, " she
noted. " It's now one of the top recordkeepers as well as the number-one TPA and 529 provider
in the country. "
Today, she's reopened her consulting practice and continues to help firms define their value
proposition to financial advisors, with an increasing emphasis on digital engagement.
" With COVID, I'm seeing that every client has an increased focus on the digital customer
experience and communication, " Hess explained. " We help clients with digital transformation
and thought leadership. How do we use collaboration tools in the online environment? How
do we help people stay engaged? "
In addition to major financial companies, she works with individuals looking to change careers
or launch a new business. Preston Rutledge, the former Assistant Labor Secretary for the
Employee Benefits Security Administration (EBSA), is one high-profile client. We met Hess
when we featured Rutledge as a cover subject earlier this year and we jumped at the chance
for her TAPO involvement when colleagues recommended her.
" I have fantastic clients, " she concluded. " Many I've known for years, and some I've just
met. But they all share our passion for great marketing based on insights, digital-first thinking,
and inspired creativity. "
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