Financial services brands that embrace new customer behaviors and shift their marketing strategies accordingly are poised for growth and increased marketshare. Our panelists will explore how firms can optimize customer experiences and differentiate from competitors through key marketing initiatives that impact the bottom line. An audience Q&A will follow the panel discussion.
Mapping out all the steps customers take when interacting with your company can help improve the overall client experience by exposing barriers they face and identifying how they feel during interactions with products and services. Customer journeys can also shed light on broader business opportunities.
Personalized, data-driven marketing campaigns
Personalization is complex and hard to pull off given the vast amount of data marketers must contend with and privacy concerns. But today’s consumers expect companies to understand their unique needs, and personalized marketing experiences lead to higher conversion rates and more trust and loyalty.
More content isn’t always better or particularly effective. Content should help achieve business objectives such as branding, community building, public relations, market research, customer service, and lead generation. Being smart with your content strategy and execution allows marketers to make the best of limited resources.
Please note that no refunds will be issued.
Managing Director, Financial Services Partnerships at Google
Steve leads Google’s focus on driving digitization and growth in the U.S. Financial Services Industry. He has oversight of large advertiser investments in media, analytics, and services across Google core properties such as Search, YouTube, Apps, Programmatic Media and Analytics. In addition to Steve’s core responsibilities, he is active in Google’s Diversity, Equity and Inclusion efforts and various culture steering committees. Steve has been at Google for over eight years, and prior to this has held various strategy, commercialization and marketing roles at Hasbro, Polaroid, Zone Labs and four start-ups. He earned a BS in Physics from Penn State University and an MBA from Babson College. He also proudly served as an officer in the US Navy on the USS Racine and USS Princeton.
Global Chief Marketing Officer, Broadridge
Deborah leads global marketing initiatives that enhance Broadridge’s revenue, reputation and relationships across the marketplace. She joined Broadridge in 2017 following a successful career in financial services and consulting. Most recently, Deborah worked with notable Fintech startups. Prior to that, she held marketing leadership roles at EY, UBS and Morgan Stanley. Deborah is a member of the Advisory Board for Atomic Capital. She holds an MBA from New York University and an undergraduate degree from Indiana University.
Chief Experience Officer, Mastercard
Donald Chesnut serves as Chief Experience Officer at Mastercard where he is responsible for bringing “outside-in,” customer and consumer-centric thinking across the enterprise. Before joining Mastercard, Donald was the Chief Experience Officer at the consultancy SapientRazorfish where he led the global Customer Experience Practice. In his two decades as a consultant, he has helped some of the world’s leading brands in their journey of digital transformation, bringing both CX strategy and UX design best practices to how those businesses were transforming. Donald has a Masters degree in Interactive Telecommunications and an undergraduate degree in Computer Science and Dramatic Literature from New York University.
Managing Director, Activation & Engagement Marketing at Charles Schwab
Tim Rickards leads activation and engagement efforts for self-directed investors and traders at Schwab. His team connects with clients throughout their time with the firm, using a combination of automated and ad hoc campaigns based on numerous behavior-based segments.
Tim joined Schwab in 2003, where he has held various marketing roles within the company supporting Schwab’s retail and institutional businesses. Before that he worked at Arc Worldwide, Grey Advertising, McCann Marketing, and Financial Engines, where he developed campaign strategy and/or creative content for online, print and broadcast efforts.
Anchor, Cheddar TV
Brad Smith is an anchor at Cheddar. He was previously a Social Producer and Host at The Nasdaq Stock Market where he conducted over 200 live interviews with executives and business icons from the world’s largest brands, across every sector. While at Nasdaq, Brad strategized and executed go-to-market campaigns for companies prior to their Initial Public Offering. When not investigating the latest trends in tech, marketing, advertising and media, he is known for his musicianship as a drummer who has played alongside Grammy Award-Winning Artists, Producers and Songwriters. Brad graduated with a B.S. degree in Business Administration from Drexel University where he also held a scholarship for Music Performance.
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