Banking & Financial Services Day (Virtual Only)

Banking and financial services marketers are under pressure to modernize their marketing while navigating strict regulatory requirements and proving ROI across both brand and performance investments. This event will explore how leading organizations are leveraging data, AI, and integrated marketing models to drive growth without sacrificing compliance or trust. Attendees will walk away with practical strategies to optimize media, measurement, and customer engagement in an increasingly complex landscape.

To see the full calendar of vertical-specific events this year, visit ana.net/verticals

when

Start: Thursday, August 13, 2026 at 11:00am

End: Thursday, August 13, 2026 at 2:45pm

WHERE

Virtual Event (Eastern Time)

Registration Pricing

	Client-Side Tier	Platinum Tier	Gold Tier	Silver Tier	Nonmember
Registration
Virtual	Client-Side Tier $0	Platinum Tier $0	Gold Tier $149	Silver Tier $199	Nonmember N/A

For issues processing your registration or to ask further questions about this event, please contact [email protected]

Agenda

TIME	EVENT DETAILS	LOCATION
Thursday, August 13, 2026
11:00am - 11:10am	OPENING REMARKS Michael Berberich VP, Content Strategy & Verticals ANA
11:10am - 11:40am	SESSION 1 Lola Bakare Owner be/co Karina Downey Head of Marketing – Private Bank and Private Wealth Citizen’s Bank
11:40am - 12:10pm	SESSION 2 Greg Boosin Chief Marketing Officer Equitable
12:10pm - 12:40pm	U.S. HISPANICS: THE NEW FRONTIER IN FINANCE The U.S. Hispanic consumer is, on average, 13 years younger than the non-Hispanic consumer—meaning many are still forming relationships with the financial brands they trust most. Research shows that in-culture advertising drives stronger trust and connection, and brands that partner with trusted media companies like TelevisaUnivision see greater brand affinity among Hispanic audiences. This session will explore where the future of growth in financial services and credit cards is headed, why Hispanic consumers represent one of the most significant opportunities in the category today, and how TelevisaUnivision helps brands close the cultural and consumer gaps many are still missing. Melissa Lopez Manager, Strategy & Insights TelevisaUnivision Juliana Gomez SVP of Client Strategy TelevisaUnivision
12:40pm - 1:10pm	SESSION 4 Eric Fulwiler Co-founder & CEO We Are Rival Lili Tomovich Chief Marketing and Experience Officer Barclays
1:10pm - 1:40pm	HOW JUST FUTURES FOUND A HIGHER-CONVERTING MESSAGE THROUGH MESSAGE TESTING Just Futures, a mission-driven investment firm assumed its audience would be moved by values. Randomized message testing with ViewShift proved a performance-and-trust message won instead, even with its own base. PaKou Her of Just Futures shares what the data overturned, and why testing beats instinct for every financial marketer. Key takeaways Why your read on your own audience, including the people who share your values, is often wrong How randomized testing reveals which message actually changes minds, before you commit media or sales budget What the data says about leading with purpose versus performance in financial services messaging PaKou Her Managing Director, Narrative & Digital Strategy Just Futures Reshma Iyer VP of Marketing ViewShift
1:40pm - 2:10pm	FROM AGENCY VETERAN TO IN-HOUSE BUILDER: A BLUEPRINT FOR MODERN MARKETING TEAMS When Stefano Marrone joined Siebert Financial as CMO, he inherited a brand with meaningful equity but little deliberate marketing infrastructure behind it. Rather than start from scratch, the challenge was to identify what was already working, preserve the trust the brand had built organically, and create a modern marketing function capable of accelerating its next stage of growth. In this session, Stefano will share how his experience on the agency side informed the creation of an in-house agency model for Siebert Financial. He’ll explore the balance between innovation and stewardship, the difference between disrupting a brand and building around its existing strengths, and how financial services marketers can turn brand storytelling, content, and internal creative capabilities into a competitive advantage. Stefano Marrone Chief Marketing Officer Siebert Financial
2:10pm - 2:40pm	FROM CAMPAIGN TO COMMERCIAL: RETHINKING B2B MARKETING IN FINANCIAL SERVICES Today's B2B buyers don't distinguish between marketing and sales — they experience a single, continuous buying journey. Yet most organizations still operate in silos, creating friction at every handoff and making it harder to deliver consistent buyer experiences, demonstrate impact, and drive growth. In this session, Jessica Zall, Chief Marketing Officer at Burford Capital, draws on real-world go-to-market transformation to explore how leading B2B financial services firms are moving beyond campaign-centric marketing toward integrated models that align marketing and sales around the buyer. She'll share how marketers at every level can strengthen their commercial partnerships, connect their work to measurable business outcomes and contribute to a more effective revenue engine across the full customer journey. You'll leave with practical frameworks for building sales and marketing alignment, measuring impact beyond traditional marketing metrics and positioning marketing as a strategic growth driver — not just a support function. Jessica Lyn Zall CMO Buford Capital
2:40pm - 2:45pm	CLOSING REMARKS

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.