Chief Marketing Officer

1 Day Meeting

2016 CMO Financial Services Leadership Forum

New York, NY - Jun 08, 2016

Overview

Why You Should Attend!

Join Argyle as we assemble marketers from the financial services industry specifically for this event.  The forum is geared for CMOs, Marketing VPs and Directors in a leadership role.  The agenda will focus on issues that financial services marketing teams face and discussion of potential solutions, including:

  • Building a personalized marketing strategy in a regulated environment
  • Respecting customers’ privacy concerns
  • Humanizing your brand
  • Delivering ROI in a competitive market

 

This event offers an opportunity to engage in cutting edge content that is directly relevant for financial services marketers.  Plus, you will expand your network by meeting your peers from across financial companies.

Our keynote addresses, chats, and panel sessions will enable you to participate in the discussion and learn from your colleagues.

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Speakers

If you'd like to recommend a speaker, please email speakerinquiry@argyleforum.com

Donna MacFarland

Donna MacFarland

Former CMO, Lincoln Financial Group Retirement Services Founder & Managing Partner

Accelerate Strategies, LLC

John Affourtit

John Affourtit

Director of Enterprise Sales

Sparkcentral

Vala Afshar

Vala Afshar

Chief Digital Evangelist

Salesforce

Vincent Benedetti

Vincent Benedetti

Senior Competitive Intelligence Maven

TrackMaven

James Crickmore-Thompson

James Crickmore-Thompson

Senior Director - Product Management (Financial Services)

Oracle

Aniko DeLaney

Aniko DeLaney

Global Head of Corporate Marketing, Managing Director

BNY Mellon

Brian Duke

Brian Duke

Vice President of Business Development

Conversant

Craig Dunham

Craig Dunham

General Manager & VP of Financial Services

Seismic

Peter Eliopoulos

Peter Eliopoulos

Chief Marketing Officer

M&T Bank Corporation

Alison Hadden

Alison Hadden

Senior Director Brand Strategy

Glassdoor

Jennifer Hung

Jennifer Hung

Creative Director, Global Brand Marketing

AIG

Shafqat Islam

Shafqat Islam

Co-Founder & CEO

NewsCred

Sarah Kennedy Ellis

Sarah Kennedy Ellis

Vice President, Global Marketing

Sabre Holdings Corporation

Julie Lewis

Julie Lewis

SVP, Retail Branch and Field Sales, Marketing Executive

Bank of America

Jennifer Lindauer

Jennifer Lindauer

SVP, Director of Advertising, Citi Cards NA

Citi

Enid Maran

Enid Maran

Managing Director, Marketing Effectiveness

Nielsen

Patrick McLean

Patrick McLean

EVP & Chief Marketing Officer

TD Bank

Shiva Mirhosseini

Shiva Mirhosseini

Vice President, Digital & Customer Experience

MassMutual

Cristina Paslar

Cristina Paslar

Vice President, Global Consumer Marketing

MasterCard

Justin Poser

Justin Poser

Group VP Marketing, Wealth and Institutional Services Division, Commercial Bank

M&T Bank Corporation

Serena Raheja

Serena Raheja

Vice President of Conversion Strategy

Bounce Exchange

Mitch Rose

Mitch Rose

Vice President, Global Content Strategy, Planning, and Operations

J.P. Morgan

Robin Saitz

Robin Saitz

Chief Marketing Officer

Brainshark

Shane Snow

Shane Snow

Cofounder and Chief Creative Officer

Contently

Elyse Southwell

Elyse Southwell

Vice President of Advertising & Digital Sales

NASDAQ

Agenda

This event will feature insights from top executives, including

Download Agenda
7:30am - 8:30am
Breakfast
8:30am - 8:40am
Argyle Executive Forum Opening Remarks
8:40am- 8:45am
Session Introduction

Vincent Benedetti
Senior Competitive Intelligence Maven
TrackMaven

8:45am - 9:20am
Keynote Presentation: "Unleashing your Human Brand Potential"

TD Bank has always done things a little differently than the other Banks like its disruptive advertising and a steadfast commitment to community, diversity and the environment.  CMO Patrick McLean will share how TD is committed to being the Human Bank.

Patrick McLean
EVP & Chief Marketing Officer
TD Bank

9:20am - 9:40am
Thought Leadership Spotlight: "The New Personalized Digital Customer Experience for Financial Services"

Banking and Financial Services clients today expect a highly personalized customer experience with every interaction—based on their actual needs and desires, current products, banking history and personal preferences.  Marketers on the other hand are required to make sense of all this activity and data, connecting the dots captured in new marketing tools and the banks existing systems.  This session will address how today’s forward thinking Financial Service firm can operationalize customer data from numerous channels while co-ordinating their efforts for truly effective, personalized and value-added digital marketing efforts.

James Crickmore-Thompson
Senior Director - Product Management (Financial Services)
Oracle

9:40am - 10:05am
Coffee Break
10:05am - 10:10am
Session Introduction

John Affourtit
Director of Enterprise Sales
Sparkcentral

10:10am - 11:00am
Panel Discussion: "Building and Measuring the Success of Your Content Marketing Strategy in the Financial World"

85% of consumers regularly seek out content from trusted experts when considering a purchase. Take away tactical advice and case studies from financial brands to enable you to build the foundation for your content strategy. 

  • Content: Tell great stories that matter and do them at scale. Discuss best practices and examples.
  • Strategy: What are some questions you need to answer to define your content strategy?
  • Distribution: How often should we distribute? What channels should we use to distribute content to best reach your audience?
  • Measurement: Determining ROI based on the different stages of the sales cycle.
  • Implement best in class practices in content marketing for financial services.

Moderator:
Patrick Duggan
Director, Digital Marketing Strategy
The Hartford

Panelists:
Shafqat Islam
Co-Founder & CEO
NewsCred                          

Sarah Kennedy Ellis         
Vice President, Global Marketing
Sabre Holdings Corporation

Julie Lewis
SVP, Retail Branch and Field Sales, Marketing Executive
Bank of America

Robin Saitz
Chief Marketing Officer
Brainshark

11:05am - 11:25am
Thought Leadership Spotlight

Vala Afshar
Chief Digital Evangelist
Salesforce

11:25am - 11:45am
Coffee Break
11:45am- 11:50am
Session Introduction

Serena Raheja
Vice President of Conversion Strategy
Bounce Exchange

11:50am - 12:40pm
Panel Discussion: "Engaging Customers in a Hyper-Connected Financial Landscape"

Session topics include, but are not limited to:

  • What challenges has today’s hyper-connected financial customer presented to your business
    • How are you addressing those challenges?
  • How has today's sophisticated financial customer managed to gain ownership of the upend the financial services industry?
    • Understanding audience fragmentation and the multitude of channels being utilized by  the cross-device financial customer throughout their decision process 
  • How are brands adjusting to this new dynamic customer-centric dynamic, especially in a traditionally regulated industry? How are marketers aligning and integrating their efforts across multiple channels to drive engagement? 
  • How are you anticipating regulation barriers and potential threats posed by newer outlets such as social media and apps?
  • How to leverage new tools and technologies to synergize marketing efforts across multiple channels and delivered a unified customer experience? 
    • Discuss using these tools to sift through and learn from meaningful customer data and tailoring marketing efforts accordingly while avoiding the “creepy factor,” especially given the sensitivity of financial data
  • Has your team been able to translate customer engagement into tangible results? 
    • Can you share some examples of how you’ve measured ROI in this area?

Moderator:
Mitch Rose
Vice President, Global Content Strategy, Planning, and Operations
J.P. Morgan 

Panelists:
Aniko DeLaney
Global Head of Corporate Marketing, Managing Director
BNY Mellon

Brian Duke
Vice President of Business Development
Conversant

Craig Dunham
General Manager & VP of Financial Services
Seismic

Shiva Mirhosseini
Vice President, Digital & Customer Experience
MassMutual

12:45pm - 1:05pm
Thought Leadership Spotlight: "Those Who Tell The Stories Rule The World"

Shane Snow
Cofounder and Chief Creative Officer
Contently

1:05pm - 2:05pm
Lunch
2:05pm - 2:55pm
Panel Discussion: "Advertising Effectiveness in a Regulated Industry"

Session topics include, but are not limited to:

  • The financial services industry is one of the highest spenders in paid online and mobile advertising. Given this shift, what major changes have you observed within your organization over the last 1-2 years?
    • As users shifts from desktop to mobile, advertisers need to confront a shift in spending from traditional formats that don’t translate as effectively on mobile & social. Discuss this challenge and how to best overcome it.
    • What challenges are you facing with regards to targeting the right consumers with the right messaging at the right time? What successes have you seen?
  • How is the evolving advertising climate impacting how marketers in the finance space are shifting their spend across different channels?
    • What challenges are you facing with regards to budget approvals, and how are marketers measuring effectiveness of a campaign?
    • Discuss the main goal for these campaigns (i.e. lead generation vs. market presence)
  • Today’s generation of consumers, specifically millennials are heavily reliant on technology, taking a DIY approach to their finances and utilizing mobile & banking options. Are you actively pursuing millennials through your advertising efforts? If so, discuss the challenges and initiatives.
    • Discuss the disruption of mobile payment apps and how you are tailoring your advertising efforts to combat the emergence of these new payment services.

Moderator: 
Elyse Southwell
Vice President of Advertising & Digital Sales
NASDAQ

Panelists:
Jennifer Hung
Creative Director, Global Brand Marketing
AIG

Jennifer Lindauer
SVP, Director of Advertising, Citi Cards NA 
Citi

Enid Maran
Managing Director, Marketing Effectiveness
Nielsen

3:00pm - 3:20pm
Thought Leadership Spotlight: "Building a Trusted Brand in Today's Era of Transparency"

If a brand is defined by the place it holds in the heart, mind, and wallet of its customers, trust is the currency exchanged at the core of this relationship. Gain trust with your customers and brand loyalty is yours. Lose it and you’re forced into a transactional relationship that turns your brand into yet another commodity. Now, new digital technologies and the emergence of the sharing economy have brought transparency and authenticity to the forefront of the conversation around brand health and the development of a trusted brand. Learn how legacy and newcomer brands are quickly establishing trust with consumers and its impact on brand health, awareness, and financial performance.

Alison Hadden
Sr. Director Brand Strategy
Glassdoor

3:20pm - 3:35pm
Coffee Break
3:35pm - 4:10pm
Joint Keynote Presentation: "One Company, Two Brands, Shared Clients"

Managing your companies multiple brands is challenging.  This is especially true when the same clients are being served by both brands.  You want your clients to appreciate the unique benefits each brand brings.  At the same time, you may want clients to also appreciate the combined power your brands bring by being part of the same company.  This session provides a glimpse into how M&T Bank is deepening client relationships through the use of its two brands – ‘M&T Bank’ and ‘Wilmington Trust’.

Peter Eliopoulos
Chief Marketing Officer
M&T Bank Corporation

and

Justin Poser
Group VP Marketing, Wealth and Institutional Services Division, Commercial Bank
M&T Bank Corporation

4:10pm - 4:20pm
Argyle Executive Forum Closing Remarks
4:20pm - 5:20pm
Closing Reception

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Sponsorship Information

This event will feature insights from top executives, including

  • Thought Leadership Spotlight Partner

  • Thought Leadership Spotlight Partner

  • Thought Leadership Spotlight Partner

  • Thought Leadership Spotlight Partner

  • Panel Partner

  • Panel Partner

  • Panel Partner

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  • Session Introduction Partner

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  • Breakout Session Partner

  • Senior Supporter Partner

  • Senior Supporter Partner

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Advisory Board

We are proud to share with you the following Argyle Industry Influencers. Their contributions to Argyle help keep the programs we offer our membership current and relevant, so we can continue delivering you premiere experiences, content development, and membership engagement.