FCS Summit: The New Rules of Financial Marketing

Maggie Bellew is the Head of Search and Paid Social for JPMorganChase, leading teams across Paid Search, Organic Search, and Paid Social with end-to- end accountability for strategy, execution, and performance across these acquisition and discovery channels.

With more than 21 years of industry experience and 12 years at the firm, she is responsible for shaping and executing the search strategy and SEO content roadmap that expand digital visibility and drive profitable growth across consumer and business audiences, partnering closely with brand, product, marketing analytics, and channel stakeholders. Maggie leads a global organization spanning New York, Chicago, Ohio, California, Delaware, and India and sets the operating model, prioritization, and measurement approach that enables scaled delivery across regions and platforms.

Under her leadership, her teams manage paid media placements across search and social from planning and activation through testing, optimization, and performance governance and continuously optimize JPMorganChase websites through technical SEO, content strategy, and on-page experience improvements to ensure Chase is discoverable wherever customers search for—or encounter— its products, including across traditional search engines, AI platforms, and social media. Their work supports both brand awareness and customer acquisition at scale while translating emerging changes in search behavior and platform capabilities into actionable roadmaps for the firm.

Prior to joining JPMorganChase, Maggie built her expertise in agency roles at Ogilvy and Resolution Media, where she led search relationships for global brands including Mercedes-Benz, HSBC, and GlaxoSmithKline. Outside of work, she is married to a Lieutenant in the NYC Fire Department and is a mother of four; she enjoys reading and spending time with her family, skiing in the winter and heading to the beach near her Long Island home in the summer.

Russ leads Financial Advisor Services Marketing at Vanguard, connecting the firm’s investor-first mission to 350,00 financial advisors and the millions of investors they serve. Russ and his team are dedicated to building unwavering trust across changing market cycles and over time. Before joining Vanguard, Russ spent more than two decades leading marketing, brand, and growth initiatives across financial services firms, including BlackRock, iShares, Invesco, and American Express. Russ is a proud parent of three and an accomplished triathlete who recently completed the Maryland Ironman and also swam from Asia to Europe across the Bosphorus.

Kallana Warner is a business and marketing leader with 20+ years of experience working across some of the world’s most recognized brands, both globally and domestically. “Good things come to those who hustle” is her professional and personal mantra, and she has brought that hustle throughout her career, leading media and marketing across financial services and fintech, technology, travel, CPG, entertainment, food & beverage, commerce and B2B.

Today, Kallana is Vice President of Performance Marketing & Media Strategy for the U.S. at Mastercard, where she leads media strategy across both brand and performance marketing. Her work spans B2C, B2B, B2G and B2B2C audiences, with a focus on building integrated media strategies that connect brand investment to measurable business outcomes. Her portfolio includes work across Mastercard’s Small Business, Affluent and Cybersecurity businesses, as well as major partnerships and cultural platforms spanning sports, entertainment and experiences. She is also helping advance Mastercard’s approach to audience strategy, account-based marketing, measurement, performance media and emerging areas such as AI and agentic commerce.

Prior to joining Mastercard, Kallana spent a decade at UM, where she held senior leadership roles overseeing media strategy for brands including Exxon Mobil, Emirates, Spotify, Accenture, Grubhub and Gallo, among others. Her experience across both the agency and brand sides of the business has given her a unique perspective on how brands, agencies, technology, data and media can work together to drive growth.

Working in marketing and media is truly a dream manifested for Kallana, and she enjoys lending her voice and expertise to the industry. Partnering with Cannes Lions has been a major passion point for her. It began in 2022 when she was a panelist at the Palais. She later served as a juror for Cannes Lions’ “The Brief,” in partnership with The Lotus Flower, a charity dedicated to supporting displaced women and girls, and in 2024 served as a Media Lions Shortlist Juror.

Kallana was named to Cynopsis Digital’s 2018 IT List, celebrating top digital talent in the industry. In 2021, she reached another career milestone when she was recognized on both Cynopsis’ Top Women in Media and Business Insider’s 50 Rising Stars of Madison Avenue.

Kallana holds a Master of Science in Advertising from Boston University. She is a proud mom of one who lives in the suburbs of New Jersey but was born and raised in Trinidad and Tobago. In her spare time, she enjoys traveling the world and is a colossal cruise nerd, setting sail several times a year with her daughter, family or solo. She believes that “happiness happens between the horizon and the heartbeat of the sea.”

On a global mission to make the financial industry accessible for all, Vivian Tu is a former Wall Street trader turned expert, public speaker, host, entrepreneur, New York Times bestselling author, Chief of Financial Empowerment at SoFi, and the CEO & Founder of Your Rich BFF and Ask Dolly. Her approachable, culturally fluent take on financial literacy has earned her a community of over 10 million followers and a place among the most influential voices within financial education.  Vivian has been recognized on the TIME100 Creators list (2025), Forbes 30 Under 30 (2023), Forbes Top Creators (2022 & 2023), and received the “Digital Influencer of the Year” Award at the 2024 Unforgettable Gala, honoring Asian and Pacific Islander achievements in entertainment.

Vivian’s mission to make financial education more accessible was further expanded with the launch of Ask Dolly on September 9th. Ask Dolly is a self-funded iOS financial companion app from Your Rich BFF, designed to help people understand how economic news and financial decisions impact their individual lives. Built with Vivian’s signature ability to make complex financial topics accessible, Ask Dolly connects users with personalized financial guidance and access to Certified Financial Planners, bringing the trusted financial expertise of Your Rich BFF directly into its members’ everyday lives.

Vivian has published two books, both of which became instant New York Times bestsellers: Rich AF: The Winning Money Mindset That Will Change Your Life, published by Penguin Random House in 2023 following a competitive seven-figure auction, and Well Endowed: The Secrets to Strategic Spending, Building a Financial Foundation for You and Your Family, and Creating Lasting Generational Wealth (HarperCollins, 2026), the latter of which debuted at the No. 4 spot. In February, Amazon MGM Studios announced it is developing a scripted series based on Rich AF from Mallory Rosenthal (Panic), Sarah Kucserka (The Summer I Turned Pretty), and Patrick Moran’s PKM Productions, with Vivian attached as Executive Producer.

In March 2023, Vivian expanded her reach with the launch of Networth and Chill, a groundbreaking podcast that immediately topped the Business charts and is now in its third season. The show was nominated in the “Best Business + Finance” category at the 2024 iHeart Podcast Awards, solidifying its place as one of the leading voices in the financial podcasting space.

Achieving millionaire status at just 27, Vivian’s financial success is a direct result of her strategic mindset. Her drive, ambition, diverse skill set, and passion has transformed her into one of today’s most desirable public speakers and brand collaborators. To date, she has given several panels and keynote presentations at events including the SXSW Conference and Festivals, Snapchat’s Financial Seminar, Forbes’ Top Creator event, BuzzFeed’s Content Creators Showcase, Glow Recipe’s Empowerment Summit, NextShark’s AAPI College Readiness Conference, and Her Campus Media’s Her Conference, to name just a few. Brand/organization partnerships thus far include SoFi, Marshalls, Substack, Amazon, Allergan Aesthetics, Skinceuticals, Nestle CRUNCH, Lululemon, Metlife, Carnival Cruise Line, Carmax, Adobe, Zola, and much more.

Vivian’s journey to success began in Baltimore, MD, where she was born to Chinese immigrant parents, who surrounded her with love and instilled the value of every penny spent. Throughout high school, she excelled in academics, becoming valedictorian of her class, and co-founding a tech startup as part of an AP Computer Science project, which sparked her early knack for entrepreneurship. Vivian went on to attend the University of Chicago, where she double majored in Public Policy and Environmental Studies and graduated with honors before entering the workforce in New York City as an equity trader at JPMorgan Chase & Co. Although she excelled working under the only other Asian woman on her team, who served as a close mentor and the very early “blueprint” for Your Rich BFF, after two and a half years, Vivian’s experiences with burnout and a toxic work environment came to a head and she decided to leave Wall Street behind. She transitioned to a job in digital media strategy sales at BuzzFeed, where she became a top seller within two years. While at BuzzFeed, many coworkers turned to Vivian for their personal finance questions, and she soon recognized how great the need was for financial literacy and education beyond the big banks, especially for marginalized and minority communities. To better consolidate and share her financial savvy, she posted her first video on the internet, and within 24 hours, it had gone viral and earned her over 100,000 followers in just one week.

Vivian stands at the intersection of financial literacy, culture, and digital influence, redefining what wealth education looks like for a new generation.

Dani McDonald leads Brand Marketing at Plaid, overseeing integrated campaigns, content, social, employer brand, and customer and partner marketing.

Before joining Plaid, she led brand marketing at Brex and Dropbox. Throughout her career, Dani has helped build challenger brands, shape emerging categories, and redefine how companies connect with their audiences. Her approach sits at the intersection of creativity, culture, and community, building distinctive brands that stand apart and shift perception.

Davis McCain was one of the first research hires at Profound, an AI marketing platform that supports roughly a third of the Fortune 100. He helps marketers navigate AI search by studying how people discover brands and how those brands appear in AI-generated answers. His research examines the behavior of these models and what their evolution means for marketing teams around the world. Before joining Profound, Davis studied at Stanford, researching how digital networks have taken shape, from early search engines through the rise of social media to today’s large language models.

Pedr Howard is President of Creative Excellence at Ipsos, where he helps brands improve the effectiveness of their advertising, from getting the brief right, through ideation and execution, to measuring impact in-market. His clients include leading banks, card networks and asset managers, as well as consumer brands, where trust, clarity and regulatory care raise the bar for creative that has to work.

Over 20 years in the industry, Pedr has helped clients through each new technology as it moved from trend to established practice: from programmatic media buying to the feed algorithm, from the Creator Economy to agentic commerce. Some tactics come and go, and some of the creative best practices that drive effectiveness stay remarkably stable.