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GOLDMAN SACHS

We're here because you're here.

A bold, human-first campaign that reshaped how Goldman Sachs connects with engineering talent – amplifying brand trust, cutting cost-per-lead by 90%, and driving 42% conversion rates across key global tech hubs.

Segment
B2C/B2E
Markets
  • Birmingham, UK
  • Warsaw, PL
  • Bengaluru, IN
  • Hyderabad, IN

Built for scale and resonance – measurable across every stage of the funnel.

42

Conversion rate

90

Cost-per-lead reduction

4

Web traffic uplift

5

Brand health uplift
The challenge

Goldman Sachs wanted to expand its engineering presence in emerging strategic tech hubs, where the brand had limited awareness and low cultural traction.

“How can we attract top-tier talent in highly competitive markets where we have low recognition as a technology employer?”

This was an opportunity to shift perception and build trust. We needed a go-to-market strategy that could bring the elements of an admired brand: insight-led, emotionally resonant, and locally relevant.

The strategy

We started by redefining how Goldman Sachs should show up – not as a finance giant, but as a human brand with a local voice. Using cultural research, candidate insights, and ICP refinement, we built a framework rooted in relevance, empathy, and local authenticity.

At the heart of the approach was bold B2C thinking: a message that resonated emotionally (“We’re here because you’re here”), delivered through an omni-channel engine. From social to cinema, bus stops to inboxes, every touchpoint was crafted to connect – not just convert.

GO-TO-MARKET PILLARS
Audience insights
  • Localized research, refined ICPs, and market-specific messaging
Brand narrative
  • “We’re here because you’re here” – Unified message architecture adapted to local culture and context
Multi-channel activation
  • Digital (LinkedIn, TikTok, IG, paid search, programmatic)
  • OOH (digital billboards, cinema ads)
  • Events (career fairs, local meetups, press events)
  • Owned media (careers site takeover)
  • Lifecycle marketing (email nurture journeys)
Performance optimization
  • CRO-led landing pages
  • Creative testing
  • Target validation
  • Regional experimentation
The execution

My role was to coordinate cross-functional teams (Brand, Social, Media, Hospitality, Engineering, and HR) and activate a campaign in 4 markets that was both globally consistent and locally relevant.

We developed creative across digital, social, OOH, and event channels. Each market had tailored messaging, visual systems, and value propositions that reflected local insights while staying true to the global brand narrative.

To manage scale without sacrificing quality, I built toolkits, workflows, and approval processes that gave teams the freedom to move fast – with clarity and consistency. We monitored performance in real time and optimized continuously, from creative to conversion paths.

Every touchpoint was designed to build credibility, earn trust, and make Goldman Sachs feel like a local partner in every market we entered.

Business impact

The campaign delivered measurable results across the entire funnel – from brand awareness to candidate conversion.

  • 42% conversion rate across campaign channels

  • 90% reduction in cost-per-lead YoY

  • 4× increase in traffic to key career pages

  • +5% uplift in brand health across target markets

More importantly, it reshaped how Goldman Sachs is perceived by engineering talent in emerging tech hubs. The campaign positioned the firm as not only a competitive employer – but a trusted, human brand committed to local communities and long-term investment in talent.

Company
Goldman Sachs
Year

2021

Takeaways

This campaign reinforced our thinking about brand building – expanding focus from pure performance to earning trust through cultural relevance and emotional clarity. When we lead with empathy and insight, we build credibility.

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