FCS Summit: The New Rules of Financial Marketing

Tracy-Ann Lim is the Global Chief Media Officer at JPMorgan Chase responsible for Paid Media, Social content and community management and SEO firm wide. Tracy-Ann brings to bear the full weight of her 16 years’ experience to this role, in the reimagining and reengineering of Media as a tool for profitable growth. Her ~50 person team spans New York, Delaware, Columbus, Philadelphia, Chicago, UK and India. The centralization model within which they operate is one of Tracy-Ann’s crowning achievements so far in that it drives the transparency, agility and efficiency needed to get the job done. Prior to this role, Tracy-Ann has filled executive roles at Media Agencies in New York, LA and Dublin where she is from. In her most recent position prior to JPMC she helped Media Assembly win Agency of the Year in 2018 on the strength of her work on the E*TRADE business; embedding a data led model that proved the ROI of all media investments.

Tracy-Ann has always been an advocate of emerging talent and as such has always sought ways to build support systems and add value. Her involvement ranges from annual speaking engagements with marketing graduates on the power of Communications Planning in business to mentorship programs like the one she is now a part of at JPMC; Next Roundtable Initiative. Tracy-Ann is also a member of Marketing + Media Alliance (MMA) North America Board. In this capacity she works alongside other Fortune 500 leaders on subjects such as Performance Marketing Research, Cognitive Neuroscience and Data Privacy in today’s marketing environment.

Tracy-Ann holds a Masters in Advertising from UCD, Michael Smurfit Graduate Business School. She also holds a Bachelor of Science degree in Marketing from DKIT Ireland. Tracy-Ann resides in Westchester, NY with her husband and two rambunctious sons.

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.

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 and Founder of the multi-platform brand, Your Rich BFF. 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 released her second book, Well Endowed: The Secrets to Strategic Spending, Building a Financial Foundation for You and Your Family, and Creating Lasting Generational Wealth, on February 3rd with HarperCollins, immediately reaching the No. 4 spot on the New York Times bestseller list.

On February 19th, Amazon MGM Studios announced it’s developing a scripted series based on her debut New York Times bestseller, Rich AF: The Money Mindset That Will Change Your Life. The project comes from Mallory Rosenthal (Panic), Sarah Kucserka (The Summer I Turned Pretty), and Patrick Moran’s PKM Productions, with Vivian attached as Executive Producer. Rich AF was published by Penguin Random House in December 2023 following a competitive seven-figure auction.

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.

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.