2025 Agenda - Day 2

Explore how TD Bank is reshaping its marketing function to align with a growth-driven strategy. This session will highlight the bank’s comprehensive transformation journey, focusing on adopting agile methodologies, embracing digital innovation, and integrating AI and GenAI to enhance decision-making and customer engagement. You will walk away with actionable insights on:

• Implementing agile processes to build a more adaptive and responsive marketing organization.
• Driving growth through technology and digital transformation.
• Becoming a data-driven marketing function with AI and GenAI at its core.

Discover how to transform your marketing approach to fuel growth and innovation in today’s competitive landscape.

Visibility now hinges on relevance, trust signals, and presence across every platform where customers begin their search—from Google to TikTok to ChatGPT. This session reveals how AI, social algorithms, and shifting consumer behaviors are redefining discovery and what financial brands must do to stay ahead. You will walk away with insights on:

• Modernizing search strategy to align with AI-driven experiences and conversational queries.
• Building omnichannel relevance that meets prospects wherever they start their journey.
• Showcasing proof points—reviews, content, social validation—that earn trust and drive next-step actions.

Equip your brand to thrive in the evolving discovery landscape and convert attention into lasting relationships.

Discover how early adopters discern the most impactful business use cases, separating reality from hype and swiftly involving relevant internal stakeholders. Adopt best practices to:

• Navigate a use case from pilot setup to execution stage.
• Address privacy and bias concerns within internal teams and external customers.
• Identify opportunities to upskill your teams with AI-powered tools.

Transform your AI capabilities to unlock new levels of efficiency, innovation, and competitive advantage in your marketing strategies.

A: INSURANCE MARKETING FOR THE DIGITAL AGE. Building Trust with Today’s Consumers Through Multi-Channel Strategies and Digital Enablement.

Led by Siddharth Vishwanathan, Digital Marketing Advisor, Canada Life

B: THE PERFECT MARKETING DUO. Blending Field and Digital Tactics for Seamless Customer Journeys.

Led by Laura Kennedy, Former Vice President, Marketing, Park Place Financial

C: BRAND AS A GROWTH ENGINE. (Re)launching and Activating Your Brand to Attract New Audiences and Deepen Relationships.

Led by Ghazal Taheri, Director, Brand & Acquisition, Meridian Credit Union

D: DATA-DRIVEN STORYTELLING. Building a Beloved Brand in a Hated Industry.

Led by Kate Brown, Chief Marketing Officer, Insurely

E: DOING MORE WITH LESS. Leveraging Existing Resources to Attract More Customers Today.

Led by Rachel Bourne, Head of Bank Partnerships, MaxMyInterest

F: HUMAN-CENTRIC BRAND IN ACTION. Creating Strategies to Build Trust, Loyalty, and Engagement.

Led by Jose Ariel de Trinidad, Chief Executive Officer, CPAMD

Develop a successful advisor marketing program that leverages social media, personalization, and targeted outreach. Discover how innovative strategies have empowered advisors to enhance their presence, connect with diverse client segments, and build stronger relationships. Source effective tips on:

• Creating a strategic social media framework that helps advisors position themselves effectively in the digital space.
• Balancing compliance requirements with authentic, personalized marketing to engage both older clientele and the next generation.
• Developing strategies that enable advisors to build trust, improve visibility, and showcase their expertise.

Transform advisor marketing strategies to align with evolving client expectations and market dynamics.

Doing nothing can feel safe when budgets tighten or markets wobble—but inertia quietly drains competitive advantage. This session uncovers the financial, brand, and talent losses that accumulate when organizations defer innovation, delay technology upgrades, or stall strategic pivots. You will walk away with insights on:

• Quantifying revenue leakage and rising acquisition costs tied to outdated marketing and customer-experience models.
• Spotting early warning signs of brand stagnation—declining share of voice, digital invisibility, and disengaged talent.
• Building a proactive roadmap that prioritizes low-risk, high-impact moves to maintain momentum even in uncertain climates.

Learn to identify and eliminate the hidden costs of inaction so your organization can safeguard growth, relevance, and market share.

Chime didn’t beat traditional institutions with code; it won by listening. Drawing on RightMetric’s data-driven analysis, this session unpacks the empathy-led strategy that turned real financial stress into community loyalty, earning 22 million customers without sacrificing compliance or clarity. You will walk away with insights on:

• Embedding trust into product design and UX to convert pain points into brand affinity.
• Showing up natively on TikTok, Reddit, and creator channels to build cultural relevance at scale.
• Designing for gig workers, newcomers, and hourly earners—and why serving the underserved is the next growth engine.

Engineer trust from day one and position your brand for durable, community-driven growth.

Deliver impactful marketing campaigns with lean teams and constrained budgets. This session brings together marketing leaders to share proven strategies for building a successful marketing function, leveraging external partners, and launching effective campaigns that drive results. Create a roadmap to:

• Create strong marketing foundations, including brand guides, content strategies, and website optimization.
• Build team skills and leverage external partners to expand your capabilities.
• Design and execute high impact multimedia campaigns on limited budgets.

Achieve impactful marketing results by optimizing resources and building a resilient, effective team.

Achieve stronger marketing results by maximizing efficiency with your budget. Drawing from real-world examples from Credit Unions to digital to traditional financial services, this session will explore strategies to optimize resources through data-driven targeting, personalization, and CRM strategies. You will walk away with actionable insights on:

• Allocating marketing budgets efficiently to deliver stronger results without increasing spend.
• Leveraging data, analytics, and CRM tools to refine targeting and enhance personalization across channels.
• Building a media mix strategy that maximizes customer engagement and drives measurable outcomes.

Discover how to make your marketing dollars work harder with smarter strategies that deliver lasting impact.