Agenda

Explore how modern bank brands can maintain a unified identity while adapting to different generational preferences, platforms, and cultural shifts. You will hear real-world examples, actionable insights, and lessons from a tenure in major legacy brands that I’ve helped to develop, manage, curate, and merge including:

• The Generational Landscape: A hands-on approach to understanding the five living generations, their defining traits, and how these differences shape brand perception.
• The Continuity–Change Paradox: How to signal stability and consistency in the brand while evolving and flexing messages and channels for different audiences.
• Your Story-telling Teammates: Frameworks for tailoring storytelling without diluting the core brand promise – and engaging your front-line bankers to be master storytellers.
• Data-Driven Personalization: Using analytics and AI responsibly to deliver relevance while respecting privacy and values.

Balance consistency with agility, ensuring your brand remains relevant, trusted, and future ready

Hear C-suite marketing leaders reveal how they position marketing as a catalyst for enterprise-wide growth while navigating economic uncertainty, accelerating brand purpose, and building organizational resilience.
You will walk away with actionable strategies on:

• Championing systemic change—aligning culture, data, and cross-functional collaboration to embed marketing at the heart of business strategy.
• Scaling trust and relevance—combining purpose-driven storytelling with robust governance to deepen stakeholder confidence across volatile markets.
• Strengthening risk resilience—turning uncertainty into opportunity through scenario planning, agile decision frameworks, and proactive reputation management.

Gain the leadership insights needed to elevate marketing as a growth engine and guide your organization confidently through change.

Break down silos and unlock faster, smarter marketing with an integrated, AI-ready ecosystem. Develop a blueprint to:

• Unify customer data and martech platforms into one compliant, insight-rich foundation.
• Deploy GenAI for automated content creation, dynamic segmentation, and real-time campaign optimization.
• Align teams and tools through governance strategies that accelerate speed-to-market and maximize ROI across every channel.

Transform fragmented systems into a cohesive growth engine that drives measurable revenue and deeper customer engagement.

Break into smaller groups of approximately 25 industry peers to work through practical hands-on exercises that will strengthen your role as a marketing leader within your organization.

WORKSHOP A: LEADERSHIP TOOLKIT 2030
Skills and Mindsets for the Next-Generation Marketing Executive

MARKETING LEADERSHIP AND CAREER PROGRESSION
Building the Skills and Visibility Needed for Executive Roles

Marketing professionals often find themselves at a crossroads once they’ve mastered core technical skills, realizing leadership requires a different set of competencies. This workshop will explore how to chart a clear growth path, develop the leadership skills essential for senior roles, and cultivate sponsorship that accelerates career progression. You will walk away with actionable strategies on:

• Identifying leadership gaps and proactively addressing them to transition from tactical to strategic influence.
• Seeking and securing sponsorship from senior leaders to open new opportunities and broaden your visibility.
• Building the purpose-led identity, confidence, and communication skills needed to thrive at the executive level.

Empower yourself to break through career plateaus, elevate your leadership impact, and shape your journey in modern marketing.

Led by Adiela Aviram, Assistant Vice President, Head of Marketing, Affinity Markets, Manulife

WORKSHOP B: AI ADOPTION ACCELERATOR
Achieving 80 % Tool Uptake by Putting the Right Tech in the Right Place at the Right Time

Drive enterprise-wide adoption of new marketing platforms by aligning tools with workflows, champions, and measurable value. You will walk away with actionable strategies on:

• Mapping pain points and matching features to real user jobs-to-be-done to spark immediate “aha” moments.
• Building an enablement engine—training paths, use-case libraries, and peer champions—that sustains momentum beyond launch.
• Tracking adoption metrics and showcasing quick-win ROI to secure ongoing executive support and budget.

Leave equipped to crack the adoption code and embed new technology seamlessly across your marketing organization.

Led by Ashley Cheretes, Director, Generative AI, Prudential Financial

WORKSHOP C: FINANCIAL ADVISOR MARKETING
How Are You Framed? Helping Advisors Define, Design & Deliver Their Brand

While national initiatives provide great tools and infrastructure, the real impact happens locally, where advisors show up in their communities, build relationships, and frame their unique value. This workshop shifts the focus from corporate-scale enablement to individual advisor brand alignment. We’ll walk through a framework that empowers advisors to clarify how they’re currently framed in the marketplace and how to reshape that to better reflect their values, business goals, and ideal client relationships. From there, we’ll explore how to:

• Define your personal brand and advisory message using a proven framing framework.
• Design digital and social content that aligns with your identity and resonates with your audience—including plug-and-play content templates.
• Deliver your message with consistency, using simple feedback loops and brand-friendly analytics to track engagement, relationship depth, and defining real ROI, not just impressions.

By the end of this session, advisors will walk away with a customizable toolkit and a clearer picture of how to show up online and in person in a way that deepens client relationships and accelerates growth.

Led by Katy Dugal Simpson, Chief Marketing Officer, The Callaway Black Group, Northwestern Mutual

WORKSHOP D: INFLUENCER-FIRST CONTENT STRATEGY
Integrating Diverse Human-Centric Content Formats to Set Your Brand Apart in the Financial Sector

Explore how innovative financial brands are breaking away from traditional marketing by integrating diverse, human-centric content formats. This workshop will showcase the strategic implementation of influencer-first approaches, creative storytelling through influencers, SMEs, and brand ambassadors, as well as leveraging platforms like podcasts, YouTube, and blogs. Take back to your office strategies to:

• Build authentic connections with audiences through relatable and engaging content.
• Create a cohesive content ecosystem that amplifies your brand’s reach and impact.
• Align your content strategy with organizational goals to deliver measurable results.

Transform your approach to content creation to position your brand as a leader in the financial sector.

Led by Angelica Montagano, Head of Brand Experience, PWL Capital

Capture and grow customer attention through modern, multi-channel engagement strategies. Achieve a step-by-step action plan to:

• Design cohesive experiences that seamlessly connect digital, mobile, and in-branch touchpoints.
• Leverage real-time data and AI to deliver scalable, personalized interactions.
• Track loyalty metrics and iteratively improve journey stages to boost retention and advocacy.

Increase your impact with engagement journeys that transform customer interactions into enduring loyalty and business growth.

Modernize your brand identity and amplify its purpose to create campaigns that resonate emotionally and drive measurable impact. Master the success factors to:

• Combine data-driven insights with emotional storytelling to craft breakthrough campaigns that drive engagement and conversion.
• Develop a roadmap to evolve your brand identity, honoring your heritage and core values while embracing modern relevance.
• Reframe setbacks as strategic learning moments, using failures to refine your purpose and strengthen stakeholder buy-in.

Advance your organization’s ability to honor its legacy while embracing innovation to create a purpose-driven brand that thrives in today’s dynamic market.