Beyond IQ: Why EQ Should Be Your New KPI

Jennifer Ball is the Global CMO for Franklin Templeton Investments, based in New York, New York. Her team contributes to Franklin Templeton’s position as “trusted partner for what’s ahead” through a data-driven marketing strategy. Accountable for brand, advertising & sponsorships, client marketing, product marketing, digital experience and analytics, the Marketing team runs integrated, customized campaigns that drive growth and nurture business around the world. A career financial services marketer, Jennifer has a passion for insight-driven marketing through analytics and powerful content marketing and is currently obsessed with integrating AI into Marketing at Franklin Templeton. Prior to joining Franklin Templeton, she held marketing leadership positions supporting institutional and retail business at Fidelity Investments and Russell Investments. Her career also includes marketing agency account management, overseeing financial services accounts. Jennifer serves as the Co-Managing Director for Franklin Distributors, LLC. She sits on the FUSE advisory board and the MMI Marketing Community Steer Co.

Hema Widhani is a principal with Edward Jones and the firm’s chief experience, brand and marketing officer. In this role, she leads brand, advertising and marketing teams in addition to leading client experience and insights across the enterprise. Hema is charged with reimagining how the firm engages with clients and how to deepen the client experience through human-centric design.
She serves on the Enterprise Leadership Team, which is responsible for providing advice and counsel to the managing partner in helping the firm to grow its impact and create value for clients, colleagues and communities today and in the future.
Prior to joining the firm, Hema spent 10 years at Prudential serving in various leadership roles in digital, marketing and customer experience including the roles of chief customer officer and chief digital and marketing officer. Prior to Prudential, Hema was head of customer engagement at E-Trade Financial and led digital customer experience at Citigroup.
Hema has deep leadership and domain expertise across consumer products and financial services. She has spent her career at the intersection of digital, data, marketing and technology. She holds an MBA from Carnegie Mellon University and a master’s degree in econometrics and international business from Lancaster University in the United Kingdom. She completed her undergraduate studies at the University of Delhi in New Delhi, India.
Hema serves on the board of directors for AAR, a public company and leading provider of aviation services to commercial and government operators.

Alexa Besescheck is the Social Content & Editorial Lead at Franklin Templeton. In this role, she is responsible for executive social media strategy and the firm’s corporate brand presence across key digital platforms. She partners with senior leadership to develop and execute content that aligns with business priorities, strengthens the firm’s voice, and advances its thought leadership.

A digital communications professional with nearly a decade of experience in the financial services industry, Alexa specializes in social media strategy, content development, and brand storytelling. She is focused on building engaged communities, elevating executive presence, and delivering strategic, insight-driven content.

Prior to joining Franklin Templeton, Alexa led social media and advocacy initiatives at Mizuho, where she developed and implemented the firm’s social media strategy and launched its first Instagram and employee advocacy program. Her work enhanced brand visibility, increased employee engagement, and expanded digital reach.

Earlier in her career, Alexa held digital and social media roles at Crum & Forster and Fidelity Investments, where she supported integrated marketing campaigns, content strategy, and executive communications.

Alexa serves on the Young Members Circle of the Financial Communications Society.