This event is open to paid Forum members only, client-side (FCA or PRA regulated).
We will be accepting arrivals from 08:30am, and the discussion will begin at 09:00am.
We are all familiar with the term “messy middle” coined by Google in 2020 that captures the chaotic, non-linear journey from trigger to purchase - especially tangled in B2B and financial services.
With marketing budgets remaining flat, CMOs are under pressure to deliver productivity gains from performance and conversion.
Despite a wealth of data, the combination of fickle and demanding customers, AI generative search and the fragmentation of media, creating ‘relevant’ communications has never felt more elusive when you consider an eye watering 66p of every £1 in digital ad spend being lost.
In this session we will hear from our expert panel of marketers who share their experiences of untangling the spaghetti bowl.
- How to spend less time stalking your customers and more time understanding where they like to hang out
- How to craft appropriate messaging that’s relevant to the context, their mindset, and their needs
- How to embrace the ‘in market’ audience and close the gap between trigger and purchase.
Chaired by:
For over twenty five years Fiona has positioned and launched brands including blue for American Express, HSBC’s small business proposition and Visa. Beginning her career at Ogilvy & Mather, then Y&R and Burson-Marsteller she became a Principal Consultant at The Foundation and Managing Director of WPP’s strategic marketing agency Everystone, prior to joining Teamspirit in 2015. Specialising in proposition development and delivering marketing led business change, she leads Teamspirit’s business development and marketing.
Speakers
Jane Parry, Group Chief Marketing Officer, Canaccord Wealth
An executive-level, strategic marketing professional, Jane has worked in financial services for 35+ years. She is passionate about marketing, client-centric change, personal development and building strong teams.After 22 years at Barclays and a spell at Skandia, Jane was the first female Executive Board Director at Duncan Lawrie Private Bank, before becoming Group Marketing Executive at their parent company, Camellia Plc.Since 2015, she has been Head of Marketing and Communications at Canaccord Wealth. As a member of the Executive Committee and Divisional Leadership Group, her challenge is to raise brand awareness and drive a client-led strategy.
Kathryn Lewis, Head of Asset Management Brand & Digital Marketing, M&G Investments
Kathryn Lewis is the Head of Asset Management Brand & Digital Marketing at M&G Investments. She has worked in the FS industry for over 15 years and has headed up an international events team, major sponsorships – including the RHS Chelsea Flower Show, the rebrand delivery of the M&G plc family of brands and most recently the transformation of M&G’s Digital estate & Social Media. Kathryn is an alumni of Cardiff University and has undertaken a mini MBA in Management. When not working Kathryn is a (mostly) keen cold-water swimmer (and yes she does own a dry robe!)
Ailsa Graham, Head of Brand and Channels, Tesco IMS
Ailsa a results-driven senior digital expert with a track record of delivering successful international campaigns. She has 20 years marketing and PR experience including 5+ years working across global markets.
Ailsa is a digital specialist with a background spanning content, search, social, PR, communications and marketing.
Marko Katavic, Director of AI and Decision Intelligence, Moneybox
Marko is an experienced leader in AI, data science, and decision intelligence, currently Director of AI & Decision Intelligence at Moneybox, where he is leading scalable AI and personalisation strategies across engineering, machine learning, analytics, and product development. Prior to this, Marko was Head of Data Science at Instagram, leading analytics and ML for Instagram Retail.
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