KIM BAYLOR
Huntersville,NC
Summary
- Dynamic, creative leader, and master communicator with over 20 years of experience in agency, client-side, and consultancy roles. Proven success in crafting customer, associate, and client experiences for major brands including P&G, AT&T, Nissan, and Coca-Cola. Core superpowers in customer-centric experience strategy, creative team leadership, message architecture, and solving just about any problem a stakeholder may have.
Overview
22
22
years of professional experience
Work History
Managing Director, Experience Strategy & Transformation
TIAA
Charlotte, NC
01.2022 - 01.2025
- Developed and managed Journey Transformation Center of Excellence, supporting an enterprise customer-centric transformation initiative.
- Led the restructuring of the digital organization, aligning approximately 410 design and product associates with end-to-end customer journeys for TIAA's B2B and B2C business.
- Drove adoption of agile practices within journey teams, including the utilization of customer data to uncover strategic insights, target state conceptualization, design thinking, experimentation, rapid prototyping, and iterative design methods.
- Oversaw development of (required) enterprise training program to enhance storytelling, ideation, and agile methodology skills.
- Designed and facilitated over 30 associate training sessions, 15 leadership clinics, and more than 30 collaboration workshops.
- Streamlined processes for delivering ongoing updates to C-level executives and Board members.
- Established journey team performance standards and monitored progress towards both departmental and enterprise goals.
Sr. Director, Customer Experience
TIAA
Charlotte, NC
01.2020 - 01.2022
- Spearheaded development of new Customer Experience practice to provide actionable insights for product teams.
- Assembled and led team of 12 professionals in research, experience design, content, analytics, and CX.
- Established enterprise CX standards through VOC analysis, market research, journey mapping, and executive collaboration.
- Selected and onboarded journey-mapping software (Miro, Figma), introducing protocols for utilizing journey artifacts across business units
- Managed enterprise analytical tools, ensuring effective oversight of Jira, Qualtrics, and Dynatrace.
- Created TIAA’s first Experience Health Scorecard, a bi-monthly report aggregating VOC inputs and customer satisfaction metrics (CES, CSAT, NPS)
Experience Director
Ally Financial
Charlotte, NC
01.2016 - 01.2020
- Led cross-functional teams of designers, content strategists, developers, product owners, and other stakeholders in creating a unified experience across digital products and platforms.
- Drove creative strategy and execution of B2C experiences that earned over 25 awards from notable publications, including Kiplinger's, MyBankRate, and NerdWallet.
- Collaborated with design leaders to establish enterprise digital standards and comprehensive brand, design, and content style guides.
- Redesigned creative processes to align with new agile practices in enterprise digital transformation.
- Facilitated workshops to align stakeholder expectations and design goals
- Oversaw integration of Better.com digital mortgage application, enhancing Ally Home offerings.
- Directed transition from legacy CMS to Adobe AEM, creating migration schedules and templates for public site.
- Developed strategies for improving website accessibility according to WCAG 2.0 standards.
- Launched Ally Studios, an in-house media production practice supporting webcasts, podcasts, and digital content initiatives.
- Developed the "LevelUp" training program aimed at deepening junior associates' skills in areas of design thinking, ideation, experimentation, and storytelling.
Enterprise Content Senior Manager
Ally Financial
Charlotte, NC
01.2013 - 01.2016
- Directed a team of top content strategists to create impactful messaging across award-winning digital properties.
- Developed branded tone and voice guidelines, along with digital content style guides, for consistent messaging across platforms.
- Collaborated with agency partners, marketing teams, and tech vendors to align customer-facing messaging with brand strategy and style guides.
- Developed governance processes and protocols to ensure regulatory compliance, and stakeholder approvals of enterprise content.
- Collaborated with other design leaders to strategies for improving website accessibility according to WCAG 2.0 standards.
Strategic Director
Kantar Added Value
Los Angeles, California
01.2009 - 01.2012
- Led strategic initiatives to drive brand growth and market presence for domestic and global brands, including Sylvania, AT&T, Microsoft, and Ford Motor Company.
- Communications specialist, selected to lead client programs centered around brand naming, nomenclature, market positioning, value proposition development, and market communication strategies.
- Directed smaller task teams addressing complex market issues, leveraging ethnography, focus groups, diary studies, segmentation, and co-creation methodologies.
- Collaborated with analytics teams to extract insights and generate actionable recommendations.
- Senior moderator and facilitation specialist, designing and conducting over 30 collaboration workshops for executive leadership, stakeholders, and customers.
- Delivered innovative multimedia presentations to senior stakeholders and at industry conferences.
- Appointed member of Kantar Brand Advocates, providing thought leadership and training on internal branding initiatives across organization and WPP agencies
Senior Account Manager
Lexicon Branding, INC
Sausalito, California
01.2007 - 01.2008
- Senior member of globally recognized brand naming agency, supporting clients in both creative and account management capacities.
- Spearheaded pitch meetings, resulting in the acquisition of accounts valued between $500K and $1M, for clients including Coca-Cola, Microsoft, Honda, Nissan, and SC Johnson.
- Oversaw all aspects of client engagements, including project briefs, team workflow, concept review and iteration, customer research, trademark evaluation, and executive recommendation.
- Collaborated with client marketing, legal, and product teams, as well as other client agency partners, to ensure the successful execution of brand strategies.
Senior Research Associate
Lexicon Branding, INC
Sausalito, California
01.2003 - 01.2007
- Developed Lexicon's first in-house research program
- Lead strategic research programs in both domestic and international markets, evaluating brand name concepts, nomenclature, market positioning, and communication strategies.
- Designed innovative and bespoke qualitative research programs, leveraging focus groups, interviews, ethnography, and co-creation methodologies.
- Facilitated over 30 workshops to guide clients in defining brand identity and key messaging strategies.
- Developed comprehensive reports summarizing research findings and actionable insights.
- Co-authored a research methodology patent designed to measure the solubility of brand names in the marketplace.
Education
Master of Arts - Communications
San Francisco State University
San Francisco, California01.2003
Bachelor of Arts - Organizational Communication
San Francisco State University
San Francisco, California01.2001
Skills
- Client-centric methodologies
- VoC analysis and insight
- Experience strategy (CX, UX, AX)
- Storytelling
- Mapping techniques
- Workshop design and facilitation
- Cross-functional collaboration
- Vision development
- Creative strategy and leadership
- Content and communication strategy
- Design thinking
- Mentoring and training development
- Creative problem-solving
References
Available upon request.
Affiliations
- Historic Rural Hill- Board of Directors, Vice-chair (2022-Current)
- Holly'z Hope- Board of Directors (
- Larry King's Clubhouse- Board of Directors
- Serenity Hospice House- Volunteer
References
References available upon request.
Timeline
Managing Director, Experience Strategy & Transformation
TIAA
01.2022 - 01.2025
Sr. Director, Customer Experience
TIAA
01.2020 - 01.2022
Experience Director
Ally Financial
01.2016 - 01.2020
Enterprise Content Senior Manager
Ally Financial
01.2013 - 01.2016
Strategic Director
Kantar Added Value
01.2009 - 01.2012
Senior Account Manager
Lexicon Branding, INC
01.2007 - 01.2008
Senior Research Associate
Lexicon Branding, INC
01.2003 - 01.2007
Master of Arts - Communications
San Francisco State University
Bachelor of Arts - Organizational Communication
San Francisco State University