Kathy Kavanaugh, CMO, Individual Solutions & Brand, Lincoln Financial Distributors

Recap

A sold-out audience of financial marketers gathered at the Union League Liberty Hill on October 28 for a lively “Cocktails with Content” event featuring Kathy Kavanaugh, SVP and Chief Marketing Officer for Individual Solutions & Brand at Lincoln Financial Distributors. In conversation with Dennis Egen, Founder & President of Engine Room, Kathy shared her perspective on leading marketing at one of America’s most recognizable financial brands — one that spans both consumer and advisor audiences, from game-day visibility at Lincoln Financial Field to digital engagement across channels.

The discussion explored how Lincoln balances legacy and innovation, brand equity and agility. Kathy reflected on managing a brand refresh with precision and creativity, driving cross-team collaboration to deliver a new identity timed to the Eagles’ season opener. She also spoke about how her team is leveraging data and AI to deepen personalization, accelerate content delivery, and maintain authenticity at scale.

Beyond marketing, Kathy underscored Lincoln’s purpose-driven culture and its investment in community impact — particularly through the company’s support of the Tiger Woods Learning Center at Cobbs Creek, which will provide STEAM-focused education and career readiness programs for thousands of local students.

Key Takeaways

Rebranding at Game Speed

Lincoln’s recent brand refresh required balancing creative excellence with operational discipline — proof that tight timelines can inspire innovation when teams are aligned around a shared vision.

Modernizing a Legacy Brand

With more than a century of trust behind it, Lincoln continues to evolve its messaging and digital presence while staying rooted in the values that define its reputation for reliability and confidence.

Harnessing AI and Technology

Data and automation are enhancing Lincoln’s ability to personalize communications, optimize campaigns, and respond faster to changing client needs — without losing the human touch that drives brand loyalty.

Purpose in Action

Lincoln’s commitment to the Cobbs Creek initiative reflects its belief that financial empowerment begins with education and opportunity — connecting community investment directly to the brand’s core purpose.

As a gesture of gratitude, the FCS donated $1,000 to the Tiger Woods Learning Center at Cobbs Creek as selected by Kathy — a fitting tribute to a marketer who exemplifies leadership with both heart and strategy.

This event is sold out

FCS Philadelphia is excited to invite you to join us for a special “Cocktails with Content” event featuring a fireside chat with our guest speaker Kathy Kavanaugh, SVP/Chief Marketing Officer, Individual Solutions & Brand for Lincoln Financial Distributors. On Tuesday, October 28, we’ll get together at the spectacular Union League Liberty Hill. Kathy will be interviewed by Dennis Egen, Founder & President of Engine Room, a Philly-based digital solutions agency.

Kathy has over 30 years of marketing experience in the insurance industry, with leadership roles spanning annuities, life insurance, retirement services, and financial advisor channels. At Lincoln, she has overseen marketing strategy across multiple product lines and played a founding role in launching the Alliance for Lifetime Income in 2018. Earlier, she led marketing for Retirement Services at AXA Equitable and began her career at PLANCO. Kathy earned an MBA from St. Joseph’s University and a BA from Bloomsbury University.

Did you know… ?

  • Lincoln Financial has held the naming rights to the Philadelphia Eagles’ home stadium, Lincoln Financial Field, since it opened in 2003, giving the brand year-round visibility with millions of fans on game day and beyond.
  • Lincoln consistently ranks among the top 5 sellers of both annuities and life insurance in the U.S., giving marketers a powerful foundation for product-driven campaigns.
  • Lincoln was a founding member of the Alliance for Lifetime Income, aligning the brand with a national effort to raise awareness of retirement security and the value of protected income.
  • Lincoln’s marketing organization supports both B2B and B2C audiences—including financial advisors, plan sponsors, and end clients—requiring multi-layered campaigns and channel coordination.

Union League Liberty Hill is just outside Philly, set on a scenic hilltop that combines stunning golf course views. The Club’s elegant indoor-outdoor spaces and its laid-back, upscale vibe are sure to make our event feel special.

Union League Liberty Hill

In gratitude to Kathy, the FCS will donate $1,000 to the children’s charity of her choice: Tiger Woods Learning Center at Cobbs Creek, which will serve students from 1st through 12th grades, providing access to science, technology, engineering, arts and math (STEAM) educational enrichment, career and college readiness and health and well-being programs.

Our thanks for our exclusive programming partners, Engine Room and Optimizely, the global digital experience platform.

For more information about FCS Philadelphia or this event, please contact chapter president Phil Edelstein.

  • Start October 28, 2025 05:30 PM EDT
  • End October 28, 2025 07:30 PM EDT
  • Location Union League Liberty Hill 800 Ridge Pike Lafayette Hill, PA

Speakers

Guest Speaker Kathy Kavanaugh

SVP, CMO, Individual Solutions & Brand

Kathy Kavanaugh is senior vice president, chief marketing officer, individual solutions & brand for Lincoln Financial Distributors Kavanaugh leads the distribution marketing strategy for Lincoln’s annuity, life insurance, MoneyGuard and small market retirement plan services businesses, as well as Lincoln Financial Network. She also oversees Lincoln’s brand, advertising, sponsorships and social media. Her organization capitalizes […]

Interviewer Dennis Egen

Founder and President

Dennis Egen is the Founder and President of Engine Room, a technology services firm specializing in the architecture, security, and performance of complex digital marketing platforms. Since launching Engine Room in 2014, Dennis has led initiatives for some of the world’s most respected brands—including JPMorgan Chase, Morgan Stanley, Barclays, and Lincoln Financial—helping them build secure, […]

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