Agenda - Day 1

Gain insight into today’s sessions so you can get the most out of your conference experience.

Discover how financial services marketers can prepare for the next decade of customer-driven change. Leverage emerging technologies, embedding marketing strategically, and build trust to deliver meaningful experiences and business impact. Adopt best practices to:

• Anticipate and respond to evolving customer expectations in a digital-first, experience-driven world.
• Leverage emerging technologies, such as AI, ethically and strategically.
• Unlock insights to drive growth and deliver measurable impact across campaigns and channels.

Advance your marketing strategy with the tools, approaches, and mindset needed to drive growth and trust in a rapidly evolving market.

Reframe, measure, and communicate your marketing department’s impact across teams. Demonstrate strategic growth and secure lasting buy-in from the business. Master the success factors to:

• Examine practical ways to tie marketing activity directly to revenue, pipeline quality, and customer lifetime value.
• Develop frameworks to build a data-driven story that secures buy-in from CFOs and business unit leaders.
• Uncover tools and metrics that move your team from a “cost centre” to an “ROI-positive growth partner.”

Transform marketing’s role to influence investment decisions and deliver measurable business growth.

Boost engagement and loyalty by deploying interactive calculators and personalized videos that educate, guide, and convert customers at every stage of the funnel. Walk away with an action plan on:

• Launching interactive financial calculators that capture first-party data and deliver real-time, customized insights.
• Integrating personalized video experiences to humanize complex products and drive higher click-through and conversion rates.
• Replicating best-in-class implementations from leading North American institutions that roll out in weeks, not months.

Amplify your brand’s ability to deliver compelling, personalized experiences that accelerate acquisition, deepen relationships, and strengthen retention.

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 1: MARKETING LEADERSHIP & 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 that leadership requires a different set of competencies. Explore how to chart a clear growth path, develop the leadership skills essential for senior roles, and cultivate sponsorship that accelerates career progression. Take back to your office strategies to:

• Identify leadership gaps and proactively address them to transition from tactical to strategic influence.
• Seek and secure sponsorship from senior leaders to open new opportunities and broaden your visibility.
• Build the purpose-led identity, confidence, and communication skills needed to thrive at the executive level.

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

Brent Merriman, Head of Marketing, CIBC

OR

WORKSHOP 2: ELEVATING ADVISOR POSITIONING IN WEALTH & ASSET MANAGEMENT

Strengthening Market Presence, Client Engagement, and Thought Leadership

In a competitive wealth and asset management landscape, advisors must differentiate themselves by building strong client relationships, leveraging thought leadership, and effectively navigating market events. Source strategic insights into crafting a compelling value proposition, positioning in local markets, and using content-driven storytelling to strengthen the advisor-client connection. Create a roadmap to:

• Define and communicate a value proposition that resonates with both clients and intermediary partners.
• Equip advisors with content and thought leadership tools to guide client conversations and navigate market events in real time.
• Align internal storytelling and brand positioning to enhance credibility and market presence.

Enrich advisors with the tools, narratives, and positioning strategies they need to stand out in the evolving wealth and asset management space.

Angelica Montagano, Head of Brand Experience, PWL Capital

OR

WORKSHOP 3: UTILIZING AI WITHOUT LOSING THE HUMAN TOUCH

Transforming Content Production While Preserving Brand Integrity and Human Insight

Enhance production speed, expand content volume, and elevate quality while keeping brand authenticity at the centre of your business. Cut through the hype to show how AI can strengthen creative output, not replace it. Source your plan of action by:

• Optimizing performance creative through rapid testing, iteration, and insight generation.
• Blending AI and human creativity to enhance content development without compromising brand voice or trust.
• Establishing governance and guardrails that ensure responsible, compliant, and brand-safe use of AI tools.

Amplify AI as a catalyst for smarter, faster, and more human creative marketing.

Leverage AI-driven personalization and real-time engagement to turn transactional digital touchpoints into meaningful moments — without ever compromising regulatory requirements or customer trust. Develop a blueprint to:

• Deliver hyper-personalized interactions that remain fully compliant and data secure.
• Infuse the emotional promise of your brand into every channel to deepen connection.
• Unify data, technology, and teams to build a customer-centric engagement playbook.

Heighten your marketing organization’s ability to align personalization with compliance, transforming digital communications into loyalty-driving experiences.

Engage the local community to drive engagement beyond digital platforms. Adopt best practices to:

• Establish campaigns that connect with the community and build organic relationships that convert into new clients.
• Create a story that involves the consumer in a journey, increasing customer loyalty.
• Gain a competitive edge by establishing yourself as the preferred, trusted local partner for financial needs.

Increase your ability to create a regional brand that really connects to the local community and inspires consumer loyalty.

Review the key solutions and takeaways from today’s sessions. Source a summary of action points to implement in your work. Discuss tomorrow’s highlights!