Defined Contribution Launch

Launching Dimensional’s 401(k) Division. Helped firms and municipalities transition from pension plans to Defined Contribution plans through human-centered storytelling and strategic marketing.

As Dimensional introduced its new Defined Contribution (401k) division, I helped lead marketing strategy and creative development to support this major business expansion. Our challenge was to persuade firms and municipalities to transition from traditional Defined Benefit (pension) plans to modern Defined Contribution plans, reframing the conversation around flexibility, employee empowerment, and long-term growth.

This initiative required an entirely new tone and approach. Instead of speaking to financial advisors through data-heavy messaging, we targeted HR professionals and organizational leaders with storytelling that highlighted real workplace impact. I helped develop sales collateral, digital assets, and a conceptual quarterly magazine that reinforced Dimensional’s thought leadership and provided tools for the new DC sales team.

Result: The Defined Contribution division reached a $15 billion asset milestone in its inaugural year, establishing Dimensional as a serious player in the retirement-plan market.