This event is open to paid Forum members only, client-side (FCA or PRA regulated).
Please note that this event is a Webinar and will be hosted digitally.
Against a backdrop of constrained budgets, volatile pricing and intense competition, many financial services businesses are finding that traditional growth levers are no longer available. For smaller or specialist providers in particular, competing on scale, price or media spend is often neither viable nor sustainable.
This session will explore how building societies and specialist lenders can grow without trying to outcompete larger players on their home turf. We’ll examine how a clear focus on purpose, community and specific customer needs can create demand and loyalty, even when resources are limited.
From aligning brand values with product and messaging to using digital channels more selectively, our experts will look at how brands can create relevance rather than simply chasing volume, and how marketing and communications can work together to support growth in spite of challenging market conditions.
Speakers:
Marcus Buck, Head of Marketing, Product & Insight, Saffron Building Society
Marcus is Head of Marketing, Product & Insight at Saffron Building Society, where he leads commercial teams spanning pricing, new product development, brand, digital marketing and customer experience. He has extensive experience across financial services, with a focus on proposition development, distribution strategy and regulatory implementation, including leading Consumer Duty delivery and board reporting. Previously, Marcus held strategic roles at Yorkshire Building Society and began his career in FMCG and brand marketing at KFC.
Nigel Taylor is an award-winning brand, marketing and communications leader with more than 20 years’ experience helping organisations transform their brands, engage customers and drive sustainable growth across the UK and international markets.
Having held senior leadership roles across financial services, technology, retail and software, Nigel has led major brand transformation programmes, built high-performing marketing functions and delivered integrated campaigns spanning brand, communications, digital, content and social media. Most recently, he served as Head of Brand, Impact and Communications at Principality Building Society, where he was responsible for brand strategy, sponsorship, communications and social impact initiatives. Prior to this, he spent over six years as Head of Marketing & Brand at Cumberland Building Society, leading the development of its award-winning “Kinder Banking” brand proposition.
Natalie Balderson, Transformation Change Manager, Earl Shilton Building Society
Natalie is an experienced change and transformation leader with a strong track record of delivering strategic change programmes across the financial services sector. Since joining Earl Shilton Building Society, she has played a key role in driving organisational change, helping to ensure new initiatives are successfully adopted and embedded across the business.
Prior to this, Natalie spent 29 years with Skipton Building Society, where she held a number of senior positions including Product Owner - Digitising Customer Communications, Head of Distribution Operational Effectiveness, and Strategic Change Manager. Her experience spans digital transformation, operational improvement and change management, with a particular focus on helping organisations deliver lasting change that improves both customer and business outcomes.
