2014 Chief Marketing Officer Leadership Forum: Spotlight on Financial Services
2014 Chief Marketing Officer Leadership Forum: Spotlight on Financial Services
June 11, 2014 - New York, NY
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The good news: the economy is slowly picking up speed, and customers’ spending habits are reflecting that. The bad news: customers are still being very cautious, and the financial services industry is on the frontline to receive the brunt of this public negativity. Consequently, CMOs within the financial industry face significant pressure to create a trustworthy, dependable brand while also demonstrating improved value to customers in a much more competitive market. Similarly, these CMOs must also drive ROI and juggle all of the initiatives that the modern CMO owns – digital marketing, strong traditional marketing channels, building analytical teams, synthesizing and acting upon big data, content marketing – and all of this within a regulated industry.
Argyle Executive Forum is bringing together leading CMOs and marketing leaders from a variety of industry verticals to discuss best-practices and innovative marketing strategies in a discussion-based format at our 2014 CMO Leadership Forum: Spotlight on Financial Services taking place in New York.
This event will feature insights from top executives, including:
INTL FCStone View Bio »
Michael Antman is Vice President, Marketing for the Fortune 50 company INTL FCStone (NASDAQ: INTL.) Previously, he owned his own marketing consulting firm, McSweeney & Antman, which specialized in investor relations, branding, advertising and public relations for high-tech and financial services companies. Before that, he was the Vice President, Marketing for the data warehousing and data cleansing firm Arkidata Corporation.
Lincoln Financial Group View Bio »
Tricia S. Blair is Senior Vice President, Chief Digital Officer and Head of Enterprise IT Services for Lincoln Financial Group. She is responsible for the digital strategy and technology implementation for the corporation, its core life insurance, annuities, retirement plans and group benefits businesses, and both the wholesale and retail distribution organizations. In addition to leading Lincoln Financial’s web, mobile and social media strategies, Tricia is also responsible for enterprise architecture, business architecture, corporate enterprise systems and portal management, as well as the IT project management office and quality assurance center initiatives.
Tricia has more than 25 years of marketing, technology, and digital experience, with a focus on strategic business growth, multi-channel marketing, integration of large-scale business and technology platforms, and high-value business transformations. Prior to joining Lincoln Financial, Tricia was senior vice president for the Retail Portfolio Marketing group of JPMorgan Chase & Co. Her previous experience includes leadership roles with MasterCard International and Mondial Assistance, an Allianz Group company. A veteran of the dot-com space, Tricia has provided consulting services to companies including Priceline, TJX Companies, Sears Canada, Motorola, Gillette, and Starbucks.
Tricia is a graduate of San Francisco State University and has a degree in design from the Art Institute of Philadelphia. She is a member of the Insurance Technology Association Advisory Board and an active volunteer with the New Jersey Adult Literacy Program. She also teaches website development at various local community colleges.
BlueSpire Strategic Marketing View Bio »
Speaker bio coming soon...
Merkle View Bio »
Will leads Merkle's vertical market practices for Retail Banking, Consumer Finance, and Non-Profit. He is responsible for delivery of services to existing clients, growth and profitability of the business, and the continued application of Merkle's core value proposition to the challenges and opportunities of these industries. Will has more than 16 years experience in the delivery of digital agency services, marketing technology, and management consulting. Joining in 2008, Will is a member of the senior management team, leads the New York office, and serves on Merkle's executive committee.
Before joining Merkle, Will spent five years in senior leadership roles in the Asia Pacific for Acxiom Corporation, leading growth and development for China, Australia and New Zealand, and establishing offices in Singapore. Will worked with innovative global brands in the region to advance the development of customer driven business strategies, and to integrate Acxiom's local acquisitions into an organized regional footprint. Prior to that Will held various roles with Acxiom in the US.
Will holds a BS in international economics from Louisiana State University.
NewsCred View Bio »
Recognized as a Forbes Top 40 Social Media Marketer, a Top Content Marketing Influencer and Most Mentioned Marketer on Twitter, Michael Brenner is an accomplished marketing speaker, author of the B2B Marketing Insider blog, and a frequent contributor on leading publications like Forbes, The Economist, and The Guardian. Michael is an experienced marketing executive, now serving as Head of Strategy at NewsCred, the leading content marketing platform. Previously, Michael served as Vice President of Global Marketing and Content Strategy for SAP where he developed an award-winning thought leadership blog for SAP called Business Innovation. Michael is a co-founder of social news site Business 2 Community. Earlier in his career, Michael was Head of Marketing for two small businesses and started his career nearly 20 years ago in sales, followed by field, product and corporate marketing positions at the Nielsen Company. Follow Michael on Twitter (@BrennerMichael), LinkedIn, Facebook and Google+.
Yext View Bio »
Brent is the Vice President of Enterprise Sales at Yext, a leading Geomarketing platform. Prior to Yext Brent worked at publishers such Forbes and Bloomberg and the agencies Edelman and MKTG. He is very active in the NYC advertising community and currently sits on the Board of Directors The International Advertiser Association's New York Chapter, and is Co-Chair of the Financial Communication Society's Financial Marketer of the Year Award. Brent has a B.S. in Marketing and International Business from NYU.
FM Global View Bio »
Speaker bio coming soon...
Oppenheimer Funds View Bio »
Seasoned Technology, Operations and Digital Media Leader with over 20 years of global experience stretching from Strategy through Design & Implementation for P&Ls in FORTUNE 100 companies. Has collaborated with Marketing, Sales and Finance Organizations in delivering aggressive margin and revenue goals.
Fu'ad is the Vice President of Marketing Technology at Oppenheimer Global Asset Management responsible for tactical delivery and strategic road-mapping. Previously, Fu'ad was at New York Life's Corporate Strategy Group responsible for Enterprise Digital/ Social/Mobile activities including Branding, Lead Generation and Behavioral Finance activities for all Insurance and Asset Management products (http://youtu.be/zlSAMbgisL8). Fu'ad started his career at PNC Financial in M&A Technology Integration.
Oracle View Bio »
Marilyn Cox is the Marketing Principal, focused on Industry Practices, with the Oracle Marketing Cloud. She researches, strategizes, provides guidance and delivers marketing expertise to OMC customers by way of embedding industry-specific best practices as an integral part of marketing automation and revenue performance management solutions. She exists to empower and support both sales and the customer. Marilyn is a PMP certified project manager. Marilyn received her degree in Political Science from The Ohio State University and is the author of BusinessisChildsPlay.com. She classifies herself as a left brain mind living in a right brain world. Her focus is content development to enable and align marketing and sales strategies. When not geeking out over marketing analytics she enjoys Ironman training and Ironmom conditioning with her two children.
Lincoln Financial Group View Bio »
Jamie DePeau is Chief Marketing Officer for Lincoln Financial Group. In this role, DePeau provides strategic leadership for Marketing, Brand and Corporate Communications for Lincoln Financial, collaborating closely with Lincoln Financial’s business unit marketing teams and leaders.
DePeau comes to Lincoln Financial from TIAA-CREF -- a Fortune 100 financial services company -- where she served as Senior Vice President of Marketing for seven years. In that role, she was responsible for all aspects of the company’s marketing activities. She has more than 20 years of experience in brand building, marketing, media relations and corporate communications across several industries including roles at Medco, MCI and NYNEX (now Verizon).
DePeau received a bachelor’s degree from Canisius College. She also holds her Series 7 and 24 FINRA licenses.
Experian Marketing Services View Bio »
Anita brings more than 10 years of experience to the leadership of the Strategic Service team at Experian Marketing Services. Anita and her team work with clients to develop high-definition customer and audience profiles to provide marketers with a single, actionable profile that provides them with a complete picture of the customer. With the idea that no two clients are the same, Anita and her team achieve success through their expertise of integrating the client’s own customer data with Experian Marketing Services’ trusted insights to create solutions that fit the specific goals and objectives of each client. Prior to joining Experian Marketing Services, Anita led the offline marketing efforts for the National Accounts Unit at The Washington Post. Later, she spent three years at America Online where her team managed the online advertising accounts for some of their largest CPG and Retail clients. Anita earned her MBA from New York University with an emphasis in Marketing and Information Technology, and graduated from The University of Chicago with a Bachelor of Arts degree in Economics.
TIAA-CREF View Bio »
Morgan Gold is Vice President of Brand, Advertising and Direct Marketing at TIAA-CREF, a Fortune 100 financial services organization and leading provider of asset management and retirement services for the academic, research, medical, and cultural fields. Gold joined TIAA-CREF in 2010. In his role, he oversees the company’s brand strategy, which includes co-branded marketing programs, advertising and managing integrated marketing campaigns. He also oversees the company’s direct-to-consumer marketing efforts.
Citi View Bio »
Evan Graner is Senior Vice President for Brand Culture & Capability at Citi. In this role, he is responsible for directing the company’s brand education program, and serves as a leader and guide for all 251,000 Citi colleagues on matters of its culture, reputation and identity, and – most importantly – how to best translate its unique value to clients.
Evan came to Citi from Wells Fargo, where he spent three years in San Francisco as a Brand Manager in Enterprise Marketing, and three years in New York as Creative Director for Wells Fargo Capital Finance, the company’s asset-based lending, factoring, and supply chain finance business. Prior to that, he served for five years as Assistant Director of the undergraduate program office in the Driehaus School of Business at DePaul University in Chicago. He’s also worked in college admissions and employee benefits consulting.
When he’s not busy spreading his love for the blue wave, Evan spends his time exploring all the food, culture, food, and fun that New York City has to offer (did he mention the food?). He’s also an avid rock climber (indoors and out) and lover of cities, art, architecture, and urban policy.
Evan earned his B.A. from Concordia College, Moorhead and his M.A. in writing theory and pedagogy from DePaul University.
RBS Citizens View Bio »
William Harrison is Senior Vice President, Commercial Marketing Director for RBS Citizens Financial Group, one of the largest bank holding companies in the United States and a wholly owed subsidiary of The Royal Bank of Scotland Group. Headquartered in Providence, R.I., Citizens Bank has more than 1,300 branches over a 12 state footprint. Under the RBS Citizens brand, the bank offers commercial banking services to companies and organizations in a variety of industries and market segments.
As Commercial Marketing Director, Bill is responsible for marketing programs that support the commercial banking division. This includes driving the overall brand growth for RBS Citizens as well as segment specific marketing programs to support individual business line sales initiatives. In this role, Bill oversees all marketing communications delivery through both traditional and digital media channels.
Preceding his current role with the Commercial Banking division, Bill held several brand management and field marketing leadership positions supporting the growth of Citizens Bank, the consumer banking division of RBS Citizens Financial Group. This included the creation of marketing campaigns that drove the expansion of the retail branch network beyond its New England base to encompass the Mid-Atlantic and Midwest regions of the U.S.
Before joining RBS Citizens, Bill was director of Brand Marketing at Winstar Communications, a telecommunications company based in Northern Virginia that provided telephony services to business customers across the 25 largest U.S. metro regions.
Bill started his career as an advertising executive working at several major agencies before transitioning to the client side. His experience includes working with numerous companies and organizations in the technology, tourism, retail and financial services industries.
Bill is a graduate of the University of Buffalo where he received a Bachelor of Science degree in business. He lives in Hopkinton, Massachusetts with his wife Cathy and three children
NVISION View Bio »
Reuben Katz has been helping large companies and brands accomplish big goals over the last 20+ years. Whether in retail marketing, direct marketing, or on-premise marketing, solving problems and exceeding goals have always been his top priorities.
Early in his career, Reuben worked on-site at companies such as Frito-Lay, Philip Morris USA, and Nabisco. In each of these cases Reuben worked hand-in-hand with marketing, trade marketing, sales, and procurement executives to develop and implement solutions in retail marketing.
Now at NVISION, Reuben is responsible for identifying high-growth organizations trying to shed the non-core processes that have crept into their marketing supply chains over the years. Many of these companies are looking for new ways to create value for customers and new ways to create competitive advantages while their strategic attention is constantly distracted by day-to-day tactical execution. NVISION helps companies to transform their marketing supply chains into accountable resources with powerful incentives to deliver on fully-aligned goals, that enable companies to focus on value delivery for their customers.
Santander View Bio »
Katherine Klingler is responsible for building and managing the global brand of Santander in the United States and aligning marketing and communications initiatives to the Bank’s business objectives.
Katherine joined the Bank in May 2011 and has recently managed its rebrand to Santander, a bank-wide initiative including the development of the Bank’s overall brand positioning and execution strategy across the nine states, covering over 700 branches, more than 9,000 employees and over 1.7m customers.
Previous roles at the Bank include director of corporate communications, with responsibility for all internal and external communications and corporate social responsibility.
Prior to joining Santander, Katherine was senior vice president of business strategy, brand management and communications for John Hancock Financial Network, senior vice president for Fidelity Capital, and senior manager in KPMG’s financial consulting practice in both the U.S. and United Kingdom.
Katherine is on the boards of Horizons for Homeless Children and WGBH. She is a certified public accountant and received her Bachelor of Arts degree from Widener University.
She is married with three children.
Merkle View Bio »
John leads Merkle’s industry practices in Insurance and Wealth Management, Life Sciences, and Travel, Media, and Entertainment. John has more than 16 years of agency, management consulting, and industry-side experience in digital media, marketing strategy, technology, and analytics. John has been a part of the senior management team since 2008 and currently serves on Merkle’s executive committee.
Prior to joining Merkle, John played executive roles in marketing, distribution and technology in Liberty Mutual’s Personal Markets division. He was previously a senior manager in CapGemini’s Financial Services consulting practice. John has also held agency management positions with Razorfish and Rapp Collins Worldwide. Some of John’s most significant clients have included MetLife, Travelers, WellPoint, American Express, US Bank, GlaxoSmithkline, and AARP.
John is a graduate of Franklin and Marshall College and lives in Wellesley, MA.
Lincoln Financial Group View Bio »
Donna MacFarland is the Chief Marketing Officer for Retirement Plan Services at Lincoln Financial Group. MacFarland is responsible for leading an experienced and dedicated marketing team, which oversees the development and execution of integrated, cross-channel marketing programs. MacFarland joined Lincoln Financial Group in May 2010 as Head of Retirement Plan Services Marketing.
As a member of the Lincoln Retirement Plan Services Leadership Team, she is charged with driving efforts to raise the profile of Lincoln as a leading retirement plans provider and supporting sales growth. Additionally, MacFarland oversees the creation of a compelling and competitively differentiated Lincoln Participant Communications and Education program offering.
Prior to Lincoln, MacFarland was founder and president of Symphonic Marketing, LLC, a marketing strategy consultancy focused on partnering with companies to drive growth through insights generation and marketing planning. MacFarland held the senior brand management position with The Vanguard Group, Inc., where she led a cross-functional team focused on re-energizing the Vanguard brand identity, creating brand consistency and implementing a new model for governing the brand over time. MacFarland also led a customer experience innovation initiative for Vanguard that yielded a ground-breaking relationship model designed to significantly increase brand engagement within the retirement services sector.
Over her career, MacFarland also held marketing positions with Merrill Lynch, Citibank, and Smith Barney. MacFarland is a guest lecturer and professional speaker on financial services and marketing topics and is co-author of a chapter in: “Money Attitudes’ and Retirement Plan Design: One Size Does Not Fit All” in Pension Design and Structure: New Lessons from Behavioral Finance, a book published by The Pension Research Council of The Wharton School at the University of Pennsylvania.
MacFarland graduated from the University of Connecticut where she received BS and MBA degrees in Marketing. MacFarland lives west of Philadelphia, PA with her husband and two teen-aged children. She enjoys reading, swimming and gardening.
Capital One Financial View Bio »
Patrick McLean is Vice President, Digital Brand Strategy at Capital One. He is responsible for Capital One’s digital brand strategy and bringing the brand to life through social, mobile and web channels. He joined Capital One from Verizon Communications where he led the interactive marketing organization for the consumer and small business segments. Patrick also spent 7 years with Sympatico, Canada’s largest internet service provider where he led their marketing organization. In the late 1990s and early 2000s, he was a pioneer in the digital media industry having launched and served in senior marketing roles for a number of start up/early stage technology and media companies.
He is also currently serving on the Microsoft Advertising Customer Advisory Board and is a member of Forrester’s Interactive Marketing Council.
Siegel+Gale View Bio »
Ask Russ about his first experience with branding and without hesitation he’ll mention a Coca-Cola promotional chalkboard that he bought when he was a youngster. “I coveted that chalkboard,” he says, “and I still own it today.” Even at an early age, Russ recognized the power of branded communications to engage the emotions.
Since becoming a marketing professional, Russ’s focus has been helping companies across the globe deliver remarkably clear and unexpectedly fresh brand experiences. His expertise includes corporate and brand positioning, communications strategy, account management as well as new product ideation and formulation.
Before joining us Russ was the chief strategy officer for Landor Associates. In this role he worked with teams around the world to drive business growth for leading companies such as Disney, DreamWorks, Barclays Bank, H&R Block, FedEx, Procter & Gamble, Wolfgang Puck and Yahoo! Russ held several other roles at Landor including brand group leader and executive director of Strategic Services.
Russ is a frequent commentator on brands, business and sustainability, and has been a guest lecturer at the University of California’s Haas School of Business and San Francisco State University. He has been quoted in Advertising Age, the New York Daily News, BusinessWeek, CMOmagazine, and has appeared on CBS’s MarketWatch and CNBC’s Squawk Box. As an expert on brands and sustainability, Russ blogs for Fast Company magazine.
Russ earned his BA from the University of Minnesota and holds an MFA in design from Northwestern University. He also graduated from the Kellogg School of Management with a master’s degree in management.
Genworth Financial View Bio »
Joel Mier is the Vice President of Product & Services Marketing for the Retirement & Protection business of Genworth Financial, a Fortune 500 financial security company based in Richmond, Virginia. He is responsible for the strategy, development, and execution of marketing's efforts for the firm's insurance product lines.
Prior to joining Genworth, Mier was Director of Marketing at Netflix, the industry altering online entertainment service. Mier was responsible for several acquisition channels and developed and led the Consumer Insights team that worked with every function in the organization to ensure that the voice of the consumer was collected and evaluated relative to business priorities, a key to the company's award winning customer experience and overall culture.
Before joining Netflix, Mier was Senior Business Analyst with Adobe Systems, makers of industry-leading software Photoshop, InDesign, and Acrobat. Mier was also a daily fixture for several years on San Jose-based NBC affiliate KNTV's morning news program, "Good Morning San Jose!", representing the Gartner Group as a high technology and business commentator.
Mier is an adjunct professor of marketing at Virginia Commonwealth University as well as a frequent lecturer on marketing, branding, and strategy at the University of Virginia and the University of Richmond.
Principal Financial Group View Bio »
Mary A. O’Keefe is senior vice president and chief marketing officer with the Principal Financial Group. She is responsible for corporate marketing, branding, communications and corporate giving.
Prior to joining The Principal in 1990, she worked in various economic development, marketing and job training roles for the State of Iowa.
O’Keefe serves on several boards including: Chair, The Principal Charity Classic; Greater Des Moines Partnership Executive Committee and Board of Directors; Community Foundation of Greater Des Moines, Kum & Go, Iowa Health-Des Moines; Maddie’s Circle and the Homeless Coordinating Council. She is the president of the Riverfront Development Association and president/chair of the Principal Financial Group Foundation, Inc. She has been recognized as a Woman of Influence and Best Female Business Leader by the Des Moines Business Record, honored by Ad Age Magazine in 2007 as a “Woman to Watch” in the field of advertising, and featured in the book Women Who Mean Business: Success Stories of Women Over Forty by A. Mikaelian. O’Keefe was recently recognized for her outstanding community endeavors and inducted into the Iowa Volunteer Hall of Fame, the most prestigious state-level honor volunteers can receive. In addition, she was one of five finalists in the Des Moines Register’s Iowa Star Award, which honors individuals who promote unity, self-empowerment and self-sufficiency for all.
A native of Chicago, Illinois, O’Keefe earned her bachelor's degree in 1978 from Northern Illinois University in DeKalb, Illinois and began her career as a social worker in Mason City, Iowa. In 1993, she earned the APR designation (Accredited Public Relations) from the Public Relations Society of America.
Brightcove View Bio »
Courtney Pierce has been helping B2B organizations increase brand awareness and drive demand for over 10 years. Currently, Courtney is the Sr. Director of Demand Generation at Brightcove, a global provider of products to publish and distribute the world's professional digital media. Her focus is helping to establish online video as a meaningful marketing and revenue-generation tool for online businesses. Prior to Brightcove, Courtney managed field marketing at FAST, a Microsoft Subsidiary. Courtney has a BA in Advertising from Xavier University and an MBA from Northeastern University.
Japs-Olson Company View Bio »
Steve Rhodes has over 30 years in innovative Direct Marketing experience. He provides Direct Marketing ideas with a collaborative approach to unique solutions for clients. Steve specializes in bringing those solutions by utilizing his vast experience coupled with his company’s focus on incorporating the latest innovation and technology.
Japs-Olson Company has been an industry leader in the Direct Marketing arena for over 107 years with a reputation built with unparalleled expertise.
Steve came to Japs-Olson Company in 1995 after serving in various management roles of several large printing firms. Today, Steve excels in a sales and marketing capacity for the company with a focus on customer acquisition by using his vast experience to help clients get the most ROI on their marketing spend.
He is married with two daughter’s now in college and enjoys the outdoors and photography.
mGage View Bio »
Harvey is responsible for managing the company’s worldwide customer-facing technical operations and overseeing mGage’s global network operation centers as well as the Client Services team. He has more than 20 years of experience that includes platform monitoring, process reengineering, infrastructure management, software development, project management, quality assurance and customer service. Past work also includes positions with AT&T’s Yellowpages.com, MCI, Nortel, Simon & Schuster and Fleetcor. Harvey holds an MBA in Operations from the Georgia Institute of Technology and received a Bachelor of Arts in Management from La Salle University where he graduated with Honors.
BrightTag View Bio »
Joe Stanhope is BrightTag’s Senior Vice President of Marketing, where he leads corporate and product marketing. Joe is an expert and frequent speaker and media commentator on marketing strategy and technology. Previously, Joe served as the Chief Strategy Officer for SDL’s Campaign Management & Analytics division and as a Principal Analyst in the Customer Intelligence practice at Forrester Research, covering digital analytics and optimization. Joe serves on the Advisory Board for Qwasi, a mobile engagement technology platform provider, and is Pragmatic Marketing Certified for Product Management Knowledge. He is a graduate of the University of Illinois at Urbana-Champaign.
AIG View Bio »
Speaker bio coming soon...
Morgan Stanley View Bio »
Bryan VanDyke is Executive Director and Head of Digital Strategy at Morgan Stanley, where he is Charged with defining and executing a unified digital vision that delivers value to the Firm's diverse set of clients, partners, shareholders and employees. Prior to Morgan Stanley, Bryan was Vice President and Head of Digital Strategy at Prudential Financial, where he established a User Experience center of excellence and stewarded the creation of Prudential's first social and mobile assets. In 2012, Forrester Research spotlighted his work in Customer Experience for a case study on best practices. During the dot-com era, Bryan brokered the creation of the inaugural digital tools for numerous financial service firms, non-profits, and academic institutions. He has been building and promoting online communities for nearly twenty-five years, and he has written widely on technology trends, most recently for Pacific Standard, Wealth Channel magazine, and Yahoo Internet Life. A graduate of Northwestern and Columbia University, Bryan is active in the arts and serves as the curator of a reading series for emerging writers in New York City.
CrownPeak View Bio »
As COO, Jim Yares leads CrownPeak's marketing, sales, and customer success organizations. He is accountable for overall revenue growth and customer success. Prior to CrownPeak, Jim established the global field operations for AlienVault, makers of AlienVault Unified Security Management and the OpenThreat Exchange. Prior to that, Jim served as General Manager of the Americas for Fortify and led it to a successful acquisition by HP. Fortify created and dominated the application security market. Prior to Fortify, Jim served in a variety of executive roles within KPMG Consulting which later became BearingPoint. He was a partner in the firm and ultimately led its high technology industry practice. Prior to HP, Jim led the western region for Vantive an early leader in CRM ultimately acquired by PeopleSoft and Oracle.
Jim holds a Bachelor of Science degree from the University of West Florida.
7:45am â€“ 8:45am Breakfast
8:45am â€“ 8:50am Argyle Executive Forum Opening Remarks
8:50am â€“ 8:55am Introducing Kathy Klingler:
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Kathy Blomquist National Account Executive BlueSpire Strategic Marketing
8:55am â€“ 9:30am "COLLABORATION MAKES CENTS: HOW CONSUMERS INSPIRED 'BECOMING SANTANDER' IN THE U.S."Â
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In 2009, Santander acquired Sovereign Bank in the middle of a global recession so launching in the U.S. market where there was no brand awareness was challenging. However, by collaborating directly with customers, prospects and team members throughout the transformation, Santander has successfully entered the U.S. market and is seeing ongoing momentum and positive results. Join Kathy Klingler, CMO, Santander, as she discusses how the bankâ€™s strategic investment in consumer collaboration has been critical in helping them "become Santander".Â Kathy KlingerSVP & Chief Marketing OfficerSantander
9:35am â€“ 9:55am Thought Leadership Spotlight Presented by Oracle
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â€śInvesting in Your Clients and Firm:Yield High Returns through Engagement, Enablement, and Analyticsâ€ť
Today the client journey doesnâ€™t end with they sign the papers â€“ thatâ€™s only the beginning. Earning clients is hard work, but retaining them can be even harder. Keeping them is obviously critical to success. But if you donâ€™t engage them intelligently and appropriately at each step, theyâ€™ll become disenchanted and seek guidance with competitors.
And while engagement with clients, and client satisfaction, are monumentally important, engagement with your internal teams is also essential. Given the turnover trends and attrition rates, engagement with your agents, advisors, and brokers extending from recruitment to onboarding and through their years at the firm is necessary.
This engagement and enablement must be a continued focus. Companies must become easier to do business with, internally and externally. They must be accessible across all communication channels.
But triaging personnel and fiscal resources to address this growing multichannel marketing demand can be a challenge. Opinions on resource allocation can lead to misalignment across the business. Firms must make smarter business decisions based on collective analytics.
In this presentation weâ€™ll discuss how to:
- Define and develop a niche brand
- Collect and analyze data and metrics to make smarter business decisions
- Enable resources internally to effectively engage clients
9:55am â€“ 10:20am Coffee Break
10:20am- 10:25amÂ IntroducingÂ
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â€śBuilding and Maintaining Exceptional Brandsâ€ťHarvey SchollChief Operating Officer mGageÂ
10:25am â€“ 11:10am Panel Discussion
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â€śBuilding and Maintaining Exceptional Brandsâ€ťUnderstanding the evolution of the modern customer and the new brand dialogue in todayâ€™s digital, highly connected world
- How are brands adjusting to this new dynamic customer-centric dynamic?
- How are marketers connecting with customers across multiple channels in a thoughtful, complementary manner?
- What does consumer-centric mean for B2B brands? Is it important for B2B brands to have consumer relevance? What doesÂ
- How does a brand create simpler experiences? Whatâ€™s the benefit and how does this effort affect the bottom line?
- Regarding innovation as it relates to brands and branding, what is relevant for audiences, internally and externally? Â How are CMOs convincing their CEOs to believe that brand is important?Â
11:15am â€“ 11:35am Thought Leadership Spotlight Presented by Experian Marketing Services
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â€śCreating the Bank of the Future...and the Future is Nowâ€ť
It's well documented that Millennials are significantly different than any previous generation. Their purchase behavior, borrowing and savings behavior, ethnic diversity and use of digital technology are causing banks to rethink how they deliver services and engage what is now the largest generational population in the country. Anita Gandhi, Vice President of Strategic Services at Experian Marketing Services will discuss the dynamics of this generation and its impact on the bank of the future including marketing, branch strategies, online banking and portfolio management.Anita GandhiVice President of Strategic ServicesExperian Marketing Services
11:35am â€“ 11:50am Coffee Break
11:50am â€“ 11:55pm IntroducingÂ
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â€śDriving Powerful Customer Experiences through Global & Localized Interactionsâ€ť Reuben KatzDirector, Business Development and MarketingNVISIONÂ
11:55am â€“ 12:40pm Panel DiscussionÂ
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â€śDriving Powerful Customer Experiences through Global & Localized Interactionsâ€ť Understanding the expectations of the modern customer
- Building the infrastructure to continually engage with customers and determine what they want, and how to leverage that information in order to improve their experience How do brands go about maintaining a global brand while also delivering a localized experience?
- How is your organization maintaining the incredible amount of data in todayâ€™s digital world? How is this enabling the team to deliver a more relevant customer experience?
- How does your brands global brand differ from your localized brand efforts? How is the marketing team organized to address these efforts? What challenges have you encountered in delivering locally relevant content?
12:45pm â€“ 1:05pm Thought Leadership Spotlight Presented by NewsCred
1:05pm â€“ 2:05pm Lunch
2:05pm â€“ 2:25pm Thought Leadership Spotlight Presented by MerkleÂ
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Will BordelonExecutive Vice President, Vertical MarketsMerkleÂ John LeeExecutive Vice President, Vertical MarketsMerkle
2:30pm â€“ 3:20pm Panel Discussion
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"Renewing & Strengthening the Focus on the Customer"Understanding how the past decade of digital advancements has fundamentally transformed customer behavior
- Evaluating whether your marketing strategies have adapted properly
- Never letting the companyâ€™s focus on a successful strategy or star product overwhelm its awareness of the constantly evolving wants and needs of the customer Understanding the intersection of traditional marketing and newer digital techniques
- Fully integrating new technologies and digital channels into your marketing strategy Best practices in aligning new marketing strategies with tried and true techniques for the greatest possible impact
- Integrate the traditional with the new, the offline with the online, etc. Using the newest technologies and output of consumer data to gain a deeper understanding of your target consumers
3:20pm â€“ 3:35pm Coffee Break
3:35pm â€“ 4:15pm Fireside Chat featuring:
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Jamie DePeauChief Marketing OfficerLincoln Financial GroupÂ AndTricia BlairChief Digital OfficerLincoln Financial GroupÂ
4:15pm â€“ 4:20pm Argyle Closing Remarks
4:20pm â€“ 5:20pm Closing Reception
What will be discussed? Explore marketing hot topics and challenge areas such as:
Evaluate where you are on the omnichannel maturity curve, reflect on how your team is driving accountability around the omnichannel customer experience, and find out what you could be doing better. Our speakers will discuss:
- Methodologies for measuring ROI
- Targeting with customer data
- Managing cross functional collaboration
- Comparing single and multichannel interactions
Confront the shift to the mobile consumer head on, by learning how the Fortune 500 has adapted their marketing efforts for mobile devices. Discuss mobile's evolution and make predictions for the future. Get briefed on:
- Optimizing content for mobile
- Managing the mobile channel as a marketer
- Building a unified view of users across channels
- Measuring the ROI of mobile
Buyer 2.0: the B2B customer
Who is the B2B customer of today, as opposed to 5-10 years ago? Learn how successful organizations have implemented new channels and capabilities to reach this specific type of consumer. Gain insight into:
- Catering outreach to the customer
- Empowering your sales team
- Establishing brand credibility
- Becoming a thought leader
Explore how we understand our customers in today's hyper-connected world, and develop a brand dialogue to effectively communicate with them. Hear discussions on:
- Understanding audience fragmentation
- Connecting emotionally with customers
- Communicating across multiple touch points
- Integrating new media with traditional strategy
The digital CMO
The digital sphere has changed the role of the CMO, in scope and practice. Talk about how this affects all areas of the executive agenda, from budgeting to hiring. Learn how top CMOs are:
- Being catalysts for change
- Adopting new measurement tools
- Defining new roles to add value
- Leading by example
Exceed your customer's expectations for a tailored experience with effective content marketing. Find out how other marketing leaders are:
- Driving engagement through personalization
- Measuring content efforts
- Exploring new communication channels
- Understanding customer preferences
Still have questions? We have answers.
I want to attend, but what if I'm unsure of my schedule and need to cancel my participation?
Just let us know. We understand that schedules change! However,
we always have a waiting list for this event, and if you don't
cancel, we will assume you are still attending and your spot will
go unused. If you must, cancel at least 48 hours prior to the
event to make room for others!
What if I can't be OOO for a whole day, or need to come late?
We have wifi and private rooms available for attendees to take
calls and spend some quiet time on emails, as well as access to
printing. Have a morning meeting you can't miss? No problem. This
event was designed for busy executives - we get it.
I'd like to bring some colleagues. Do I need to register them
Events are more fun with friends, and we'd be happy to host your team. You can have them register online, or send us their names, titles and email addresses and we will take care of it for you!
I don't see the event venue listed. Where will the meeting be
To maintain exclusivity, we don't release the venue address until
the registration process has been completed. All logistical
details will be shared once you have requested a pass and been
The 2014 Chief Marketing Officer Leadership Forum: Spotlight on Financial Services in New York is proudly sponsored by:
"Argyle offers a terrific opportunity to learn about marketing challenges and strategies across industries."
The CMO of Perry Ellis on how the CMO forums create a space to share perspectives and solutions with peers in an informal setting.
"As a member of the CMO community, I have been impressed by the caliber of the organization and the network. "
A VP of Marketing at Compass Group USA on attending Argyle CMO events and making connections.
"Their forums bring together engaging speakers and fascinating content. "
The CMO of Constellation Brands on the Argyle CMO series.
Traveling for the event? Stay at one of our recommended hotels
Please note the below are preferred hotels of Argyle Executive Forum.
205 East 45th Street
New York, NY 10017
Telephone: (212) 867-5100
59 West 44th Street
New York, NY 10039
Telephone: (212) 840-6800
49 West 44th Street
New York, NY 10039
Telephone: (212) 977-2719
12 West 44th Street
New York, NY 10039
Telephone: (212) 944-6050
The New York Helmsley Hotel
212 East 42nd Street
New York, NY 10017-5857
Telephone: (646) 658-0640