2018 Marketing & Technology Innovation in Financial Services Forum
Why You Should Attend!#ArgyleCMO
Argyle Executive Forum is bringing together financial services executives at our annual 2018 Financial Services Forum: Marketing & Technology Innovation in Boston. Throughout a full day of content and networking, we will focus on the most pressing issues that marketing & technology executives are tackling within the financial services landscape, with an agenda geared specifically towards CMOs, CDOs, CTOs and CIOs, as well as digital, marketing, analytics, technology, and data VPs and Directors in a leadership role.
Transactions that were once dominated by physical money, human interaction, or long lines at banks are now commonly executed through digital interfaces. The evolution of technology in the Financial Services industry has caused marketers to look at new and innovative techniques to transform the financial institutions. Topics covered by our speaking faculty will include:
- Creating a seamless customer experience across multiple channels and touchpoints
- Delivering personalized experiences while managing customers’ privacy concerns
- Integrating data and digital marketing across every channel
- Utilizing automation such as predictive analytics and machine learning
- Creating personalized and digital content
Our keynote presentations, fireside chats, panel sessions, and interactive group discussion sessions will enable you to learn about and discuss these topics and more. Plus, you can expand your network by meeting peers from across the nation and around the world. We look forward to hosting you!
This event will feature insights from top executives, including:
If you'd like to recommend a speaker, please email Angela De Jong at firstname.lastname@example.org.
Travelers View Bio »
John Bell leads the Enterprise Digital Marketing team at Travelers putting data-driven digital marketing at the heart of marketing. His team works out of the Travelers Engagement Center, a data-enabled hothouse driving insight and creativity.
John has designed programs to drive demand in commercial insurance and personal insurance and deployed social selling programs to enable the insurance sales channel to engage the connected customer.
Prior to Travelers, John built and ran Ogilvy’s global, digital marketing and social media solutions practice – Social@Ogilvy. The world’s largest network of social media and business strategists, the team plans and delivers integrated social media business solutions. He served on the WPP Digital Advisory Board.
He has developed and executed enterprise digital marketing and social media strategy for the Ford Motor Company, American Express, Nestle, IBM, Coca Cola, and DuPont - including work winning a Silver Lion at Cannes. He has launched a single brand Facebook initiative in 20+ countries, helped telcos in Australia and Greece adopt social care and marketing and consulted with consumer goods marketers in China.
Discovery Channel was one of the first media properties to really experiment with the Web and early versions of content marketing. John joined to transform a single Web site into a network of 14 Web properties and communities known as Discovery.com. Live, online expeditions featured stories from Australia in search of giant spiders and from the bottom of the ocean where they explored the Titanic wreckage for the first time. He designed and built online experiences for TLC, Animal Planet, Discovery Kids, Discovery Health, Travel Channel and global sites.
John graduated from the University of Pennsylvania and publishes a popular digital business blog The Digital Influence Mapping Project - http://johnbell.typepad.com
His twitter handle is: @jbell99
Nuveen View Bio »
Enrique Aceves is a Vice President and current Head of Marketing Analytics & Data Strategy at Nuveen, a global asset manager. In this role, he is tasked with the creation of the firm’s marketing data strategy and analytics function which involves establishing measurement frameworks, marketing technology stack management & implementation, and operational advisory across the group. Prior to Nuveen, he spent 5 years at PIMCO, founding a global strategic initiatives group focused on marketing technology platform management, analytics, tools, and process optimization.
Enrique holds a Quantitative Economics degree from the University of California, Irvine.
ON24 View Bio »
Neal is Vice President for Demand Generation at ON24, responsible for generating sales pipeline. His marketing career has included stops all over Silicon Valley, with stints at Apple, Sun, and Oracle as well as a variety of startup and early stage companies. Before joining ON24 early in 2017, he led the demand gen team at Coupa, as the business spend management firm progressed from late stage funding rounds through a successful IPO. He credits webinars (and his family) for his career success.
Boston Private View Bio »
Allison Baird is a seasoned leader with deep expertise in wealth management, retirement and asset management businesses. Allison is a Senior Vice President of Marketing, Branding and Public Relations at Boston Private, a market leader in wealth, trust and private banking. In this capacity, Allison and her team develop and implement multi-channel programs to better serve Boston Private clients.
Prior to joining Boston Private, Allison was a consultant in TIAA’s marketing organization where she supported the wealth management and advisory business during a time of significant change and growth, including the rollout of targeted client engagement programs and the launch of TIAA’s new brand across both live and digital channels.
Allison also served in a variety of marketing and product leadership roles at Fidelity Investments in the institutional broker-dealer/RIA, retail high net worth and retirement businesses.
Allison began her career on Capitol Hill where she served as professional staff on the Committee for Small Business and managed policy for US Representative Ronald K. Matchley of Rhode Island. Allison received her undergraduate degree from Brown University and her Masters degree from Georgetown University.
TIAA View Bio »
Michael Gannon is vice president of content marketing at TIAA, a Fortune 100 financial services company specializing in the academic, research, and medical fields. Michael leads a team focused on social and digital strategy, content development, and analytics, with an emphasis on innovation in emerging channels and engagement of new B2C and B2B prospects.
Prior to his current role, he led content and communications for the retail and wealth management business at TIAA and designed the firm’s marketing and acquisition strategy for the Millennial segment. Before TIAA, he led sponsorships and community relations for The Hartford. He began his career in journalism, as the restaurant critic for the Hartford Courant.
Michael received his undergraduate degree from Brown University and an MBA from the Yale School of Management. He is based in Boston.
Bloomberg View Bio »
Alyssa Gilmore is the Global Head of Communications for Bloomberg's Financial Products and Global Data divisions. She leads an international team that promotes the company's brand and achievements through advances in media relations, content creation, customer advocacy and third-party influence. Previously, she developed and led global analyst relations, instituting innovative advocacy and advisory practices for the company's financial information and technology division.
Prior to joining Bloomberg in 2014, Alyssa held management positions in marketing and communications at SunGard Financial Systems, where she also created SunGard’s global analyst relations division. Since entering the Financial Technology sector with Thomson Financial in 1996, she has led strategic initiatives in front and back office solutions, risk management and corporate banking. She is a recognized writer, speaker and commentator on the evolution of the communications profession and financial and fintech industries.
Boston Private View Bio »
Steve Gogolak currently serves as the Vice President, Digital Client Experience and Insights. In this role he oversees three functional areas, including Marketing Operations, Digital Channel Management and Client Insights.
The Marketing Operations team supports the company's overall Marketing function and develops and implements digital marketing strategies with a focus on leveraging client data for proactive outreach and engagement through digital channels, such as email, social media, and web.
The Digital Channel Management team oversees the strategy and design of new client-facing digital tools designed to streamline client interaction in digital channels like Online Banking.
The Client Insights team supports the broader organization with strategic analytics that produces insights to drive marketing and sales strategy.
Prior to his current role, Steve was the Director of Reporting & Analytics for Altisource, a services and technology provider to the mortgage industry where he was responsible for CRM strategy, marketing strategy and reporting. Prior to Altisource, Steve was a Strategic Account Director at Customer Portfolios, a data-driven marketing agency where he advised clients on marketing strategy and managed teams that integrated customer data systems into unified customer databases for analysis, modeling and to power 1-to-1 marketing execution.
Steve is a graduate of Bowdoin College in Brunswick, ME, where he received a BA in Economics with a minor in Film Studies.
State Street Corporation View Bio »
Kristie is Chief Content Officer within Global Marketing at State Street and heads up the Content Strategy, Integrated Marketing and Digital Marketing/Social Business teams. In the role, she develops and drives brand voice and marketing campaigns that bring State Street's B2B, institution-oriented business to life.
In addition to overseeing the company’s promotions and marketing-related content initiatives across multiple platforms, Ms. Helms drives channel optimization, brand consistency, segmentation and localization techniques that are based on an analysis of industry trends, best practices and audience insights. She conceptualized and implemented a social media data mining program that provides a real-time view into what the market is discussing. That marketing framework was awarded the 2014 WOMMY (Gold) Award for Social Media Monitoring Implementation.
Ms. Helms leading the launch of State Street’s first social intranet in early 2014, her team’s work earned a 2014 IABC Gold Quill Merit award in Digital Communications as well as the 2015 Digital/Social Communications Campaign of the Year (Silver) Bulldog Award, 2015 Best Use of Digital/Social for a Banking/Financial Services Campaign (Silver) Bulldog Award and gold in the 2013 Bulldog Digital/Social PR Awards for Excellence in Online Communications.
She serves as marketing lead for State Street’s US Global Services business, developing campaign strategies to highlight products and services for the company’s mutual funds, insurance and institutional clients.
Ms. Helms has a long history of interactive leadership. She launched Marsh & McLennan Companies’ first global intranet and developed United Cerebral Palsy of New York City’s first web site. She was a community manager and volunteer Board member for one of the web’s first social networking sites and earned a Webby award for Best Online Community in the early days of social networking – 2000.
Ms. Helms obtained a BS in journalism from Murray State University in Murray, Kentucky and an MS in communications management from Simmons College in Boston. A former NYC tour guide, she is now active in a number of organizations and community groups in the Roslindale and Jamaica Plain neighborhoods of Boston. Tweet her @KristieHelms.
Thomson Reuters View Bio »
Matt Hummel is a seasoned demand gen, brand, and strategic marketing executive, who helps B2B organizations unlock their growth potential through profitable marketing functions built to scale.
Prior to joining Thomson Reuters, Matt spent more than a decade at two of the leading global financial services firms. His experience includes supporting the global expansion of a marketing function, developing a successful project management office, and building an optimized and scalable marketing team designed for sustained growth. His primary area of subject matter expertise is in corporate tax services and software, which led him to his current role.
Matt now leads the demand center for Thomson Reuters’ Corporates segment, where he built and manages the demand center responsible for accelerating sales velocity and driving revenue growth. The demand center is directly aligned with sales and is tasked with generating programs that drive new sales within the portfolio of tax, accounting, and legal software and services. With the emergence of digital media, his team is also at the forefront of transforming the customer experience and creating buyer journeys that align with the ever-evolving wants and needs of corporate customers.
Matt is passionate about servant leadership and delivering outstanding client service. He’s an avid reader in this space, and has also helped organizations develop and launch cultural programs that focus on building and strengthening leaders.
Outside of work, Matt enjoys traveling with his family, trying transfer his love of photography to his twin boys, and serving as an active leader within his church.
Matt loves to talk all things B2B marketing, and can be reached at email@example.com.
Fidelity Investments View Bio »
A 25+ year veteran in the financial services industry, Ms. Kuleszka is currently responsible for branding, positioning, demand generation, and communications for a division of Fidelity Investments focused on enterprise digital servicing and business process management. Through the digital tools and techniques provided by her division, Fidelity can deliver a frictionless and customer-delighting service experience.
Prior to joining this division in 2012, Ms. Kuleszka held a variety of marketing, market research and product management leadership roles within Fidelity’s retail, institutional and innovation divisions. She began her career at Legg Mason Global Asset Management in Baltimore, Maryland and initially joined Fidelity as a Brokerage Trader.
Over the course of her career at Fidelity, she has led the market introduction of several large-scale programs including a mutual fund marketplace, small market 401(k), estate planning, a consumer research panel, and an online retirement planning tool. As Head of Web Marketing and Publications in Fidelity’s Personal Investing division, she was responsible for the customer experience on Fidelity.com.
Ms. Kuleszka received her Bachelor of Arts degree in Psychology at the University of Delaware. She is on the Board of Directors of Junior Achievement, active in mentorship programs, and a panelist in/member of various industry associations.
Baystate Financial View Bio »
Chris McIntosh is Chief Marketing Officer at Boston based Baystate Financial (17 offices throughout New England), with responsibility for marketing programs for 325+ financial advisors, brand management, and strategic partnerships for the firm. Chris also serves as the Executive Director of The Baystate Charitable Foundation. Prior to joining Baystate Financial, he was Market President and Publisher of The Boston Business Journal, the top ranked business journal in the country during his tenure. Notable is his six years as Associate Publisher at Malibu, CA based Robb Report magazine, the world’s top lifestyle magazine, where he directed major sponsorship and other partnering initiatives and launched 3 new titles for the brand.
Chris’s greatest strengths are his creativity, drive and leadership. He thrives on challenges, particularly those that expand the company’s reach and visibility. His most recent project involved a strategic partnership with Mass Mutual to bring free financial wellness classes to the area (InGoodCompany). This new brick & mortar location is part of the agency of the future initiative.
In 2014 Chris was recognized with his caricature on the wall at The Palm Restaurant in Boston for outstanding achievement in business. Other honors include being nominated for the prestigious ICON award and being named one of Boston’s top Irish business men. Chris is also a frequent and highly rated speaker on industry related topics. His career reflects proven success in the corporate world for over 30 years.
Chris is past board of directors of the Boch Center, Boston Police Athletic League, Girl Scouts, Junior Achievement, AccesSportAmerica and a member of the advisory board of the El Mundo. He has also done volunteer work for Zoo New England, including heading up the volunteering for the Free Fun Friday annual event. His personal center of influence boasts a network of accomplished leaders and innovators across diverse corporate cultures.
Chris holds a bachelor’s degree from Assumption College where he also played D2 baseball. In his free time, Chris likes to scuba dive exotic places/shipwrecks and work on his improving golf game.
Eastern Bank View Bio »
Sharifah Niles-Lane is the Vice President, Digital Marketing and Social Media Manager at Eastern Bank. Sharifah brings years of digital, social media, and content marketing experience with a proven track record of success to the bank. In her role, Sharifah identifies and executes innovative digital strategies to market Eastern Bank’s outstanding legacy, values, and mission.
Prior to joining the Eastern Bank team, Sharifah has held numerous roles leading digital and social media strategy at Houghton Mifflin Harcourt, Liberty Mutual, and John Hancock, where she has won industry awards and has been recognized for her outstanding work and demonstrated expertise. Over the years, Sharifah has been instrumental in developing digital marketing strategies and leading campaigns for many brands and partnerships such as The Oprah Winfrey Show, The Olympics, The Boston Marathon, The Boston Red Sox, Curious George and most recently, Eastern Bank’s digital partnership with David Ortiz.
Sharifah graduated Magna Cum Laude from Newbury College in Brookline, MA, with a BA in Communications. She is the former VP of Communications for the National Black MBA Association and currently serves on the board for the Dorchester YMCA.
MassMutual View Bio »
Speaker bio coming soon...
Camden National Bank View Bio »
Ms. Smyth is the Chief Experience and Marketing Officer of Camden National Bank, a publicly traded bank headquartered in Camden, Maine, with $4.1 billion in assets and nearly 650 employees. She joined as Chief Marketing Officer upon completion of the merger of Camden National Corporation and SBM Financial, the parent company of The Bank of Maine, in 2015. She was promoted to Executive Vice President (“EVP”), Chief Experience and Marketing Officer in May 2017. Ms. Smyth oversees the company’s customer experience and marketing strategies while ensuring they support the overall objectives of the organization. Additionally, she is responsible for the company’s digital transformations, and the customer assistance center. Previously, Ms. Smyth served as Senior Vice President, Head of Marketing for The Bank of Maine, since 2010. Prior to joining the banking industry, Smyth was Senior Vice President, Director of Affinity Programs for Override, a subsidiary of Irving Oil, where she was responsible for successfully developing and executing a strategic international growth plan and developing partnerships with leading retailers such as Dunkin’ Donuts and Sobeys grocery store. Active in the community, Ms. Smyth serves as a member of the Board of the Maine Women’s Fund. Ms. Smyth has a Master of Business Administration from The University of Hartford’s Barney School of Management and a bachelor’s of science from Ithaca College. Ms. Smyth, a resident of Amesbury, Massachusetts, is married and has two daughters and a son.
Freedom Mortgage Corporation View Bio »
Speaker bio coming soon...
8:00am – 9:00am Breakfast
9:00am – 9:10am Argyle Opening Remarks
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Vice President, Enterprise Digital Marketing
9:10am – 9:45am Keynote Presentation: "How I Built This: Content Marketing Tech Stack"
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Overwhelmed when you hear that the average marketing Team uses 91 cloud services? We all are, but when Boston Private approached their marketing tech stack, they did so deliberately with a content marketing strategy in mind. In this presentation, Steve will walk through the marketing technology roadmap planning process and how they layered complexity over time as the strategy matured.
Vice President Digital Client Experience & Insights
9:50am – 10:10am Thought Leadership: "Human Marketing: How Financial Services Leaders Use Webinars to Engage Clients and Drive Revenue"
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As client engagement becomes increasingly digital, what happens as the personal touch goes away? In this session, Neal Amsden, VP of Demand Generation at ON24, will show you how to put the personal back in the digital, with engagement-driven webinars. Neal will show you examples of how some of today’s leading financial services companies have successful used webinars to engage clients, position services and drive revenue.
Vice President of Demand Generation
10:10am – 10:35am Networking Break
10:35am – 11:20am Panel Discussion: “How Marketers Continue to Lead with Technology-Enabled Experiences”
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Session topics include, but aren’t limited to:
- Addressing (and exceeding) rising consumer expectations for fully digital experiences
- Keeping up with the increased use of changing technology
- Driving customer acquisition through personalized experiences driven by technology
- Incorporating technology into your marketing automation, CRM, and sales enablement platforms
- Utilizing AI and machine learning to create deeper connections along each customer’s journey
- Facing the challenge of shifting to digital channels and competing with digital-only players in the banking industry
- Using analytics to show the value of marketing and data influencing decisions
Vice President, Digital Marketing
Freedom Mortgage Corporation
Vice President, Head of Marketing Analytics & Data Strategy
Vice President, Marketing and Communications
Chief Marketing Officer
EVP, Chief Experience and Marketing Officer
Camden National Bank
11:20am – 11:40am Networking Break
11:40am – 12:25pm Panel Discussion: “Building Relationships through Content”
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Session topics include, but aren’t limited to:
- Creating interactive content, visuals and multimedia content
- Evolving from in-person transactions to onmichannel engagement
- Winning the loyalty of customers with customized digital and mobile engagement
- Using content as a key differentiating factor from other institutions
- Keeping millennials engaged with content and catering content to different generations
- Focus on educational and informational content rather than entertaining content
Global Head, Communications
Senior Vice President Marketing
Vice President, Content Marketing
Managing Director, Global Head of Client Marketing Strategy
Head of Direct to Consumer Marketing
12:25pm – 1:25pm Lunch
1:25pm – 2:00pm Keynote Presentation: "Creating an In-house, Data-driven Digital Marketing Culture"
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Digital Marketing will soon be called “Marketing.” Until the post-digital world arrives completely, brands have the opportunity to build new capabilities the data-rich and data-driven nature of digital marketing to acquire, retain and increase the lifetime value of their customers. For many brands in financial services, using digital marketing to engage prospects and customers will be key to effective marketing across the board. But how do you build a discipline and a culture to deliver creative, engaging marketing by-the-numbers? How do you balance in-house with partner and agency teams? How can data be democratized and converted into useful and actionable insights? Hear how Travelers has built a data-driven digital marketing team and culture and the lessons learned along the way.
Vice President, Enterprise Digital Marketing
2:00pm – 2:20pm Networking Break
2:20pm – 2:55pm Keynote Presentation: "Keeping Today’s Hyper Connected Customer Engaged"
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Today’s customers aren’t just looking for brands that offer great financial products and services. They’re also seeking out ones who share their values. During this Keynote, you’ll learn how to tap into your brand’s DNA to be courageous and connect with customers on a personal level, deepening engagement. And you’ll see how Eastern Bank was able to use this strategy to drive strong engagement numbers that surpassed those of other banks.
Vice President, Digital Marketing and Social Media Manager
3:00pm – 3:35pm Keynote Presentation: "Demand Gen 2.0: Built for Today. Build for Tomorrow."
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The emergence of digital media is transforming the org structure, skill sets, and operational requirements of the Marketing function. In response, we need to be more agile, cross-functional, and focused on the customer experience. With expanding scope and new challenges, how can you build a modern, revenue-generating demand center without losing sight of the immediate revenue goals set before you? In this session, you’ll learn how a relatively small and new team laid the foundation for scale, while growing its direct contribution to more than 30% of total new sales.
3:35pm - 3:45pm Argyle Closing Remarks
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Vice President, Enterprise Digital Marketing
3:45pm - 4:45pm Closing Reception
*Schedule and timing is subject to change
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
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
I'd like to bring some colleagues. Do I need to
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
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