Sid Ratna, CMO, Financial Advisor Services, Vanguard

Recap

The sole luncheon staged by FCS New York in 2024 featured an unforgettable conversation with Sid Ratna, CMO, Financial Advisor Services at Vanguard. Sid was interviewed by Michelle Lynn, Global Head of Data Science & Insight for Bloomberg Media. The event, held at the New York Yacht Club on November 21, welcomed a highly engaged audience from across the FCS community.

FCS Board Director Sheevani Raikundalia, Executive Head of Financial Services Advertising Sales, North America, at Bloomberg Media, opened the content program with a brief presentation. She shared highlights from Bloomberg Media’s 2024 Corporate Reputation study which spotlights trust as one of the most important components to a strong brand and an extension of leadership values to set the stage.

Then Michelle conducted a true “fireside chat” with Sid, who shared insights from his unconventional journey into marketing, his professional and personal challenges, and his transformative vision for the organization he supports at Vanguard. With a career rooted in finance, data analytics, and investment banking, his entry into marketing came unexpectedly, driven by his ability to merge data, analytics, and business strategy.

The pandemic marked a pivotal moment in his life, spurring deep reflection about purpose and the evolving role of marketing. While initially hesitant about joining Vanguard and committing fully to marketing, he was drawn to the firm’s mission and values, ultimately seeing the move as an opportunity to create meaningful change and set an example for his children.

Sid’s personal philosophy centers on the power of storytelling, particularly relevant to his generation. He emphasized that those who straddle the “before” and “after” of transformative societal changes—such as the rise of the internet and digital technology—are uniquely positioned to guide the next era of marketing and client engagement. He believes that storytelling connects deeply with clients who value both experience and modern credibility.

To stay relevant, he shared actionable strategies:

  • Intellectual Curiosity: He dedicates time to reading (Libby is his favorite app), podcasts (Acquired is one of his top listens), and treating learning as a family activity (Sunday visits to the local library).
  • Creativity: He embraces constant innovation; he confessed to spending more time on a whiteboard co-creating with his team than writing executive memos – which “ limit non-linear creative thinking.”
  • Engagement with Young Talent: Regular meetings with younger team members keep him connected to fresh perspectives and organizational truth.
  • Driving Transformation: He encourages leaders to embrace bold changes that inspire and modernize their organizations.

His “big bet” at Vanguard was transforming B2B marketing into a data-driven, client-centric powerhouse, moving away from traditional sales and product support models. By reallocating resources, leveraging digital channels, and embracing generative AI, his team achieved remarkable results:

  • Double-digit growth in audience reach for three consecutive years.
  • Tripling of client engagement at the middle of the funnel.
  • Marketing-powered lead generation that now accounts for 10% of client outreach.

Perhaps most significantly, marketing at Vanguard has earned a seat at the table alongside sales and business operations. This cultural shift underscores his belief in the potential of experienced professionals to lead transformative change, provided they continuously evolve and share their stories.

The interview concluded with a call to action: Sid challenged the audience to embrace the dual role of being both modern and relevant, and use storytelling to drive impactful transformations.

On Thursday, November 21, FCS New York will stage a Spotlight Luncheon at the New York Yacht Club, featuring our guest of honor Sid Ratna, Chief Marketing Officer, Financial Advisor Services, at Vanguard. Sid will be interviewed by Michelle Lynn, Head of Global Data Science and Insight at Bloomberg.

Vanguard’s Financial Advisor Services (FAS) primarily caters to financial advisors, registered investment advisors (RIAs), and institutions. The division’s goal is to empower financial advisors with the products, tools, and support needed to serve their clients effectively while adhering to a philosophy of low-cost investing and fiduciary responsibility.

In gratitude to Sid, the FCS will make a $1,000 donation to the children’s charity of his choice: FathersRead365, whose mission is “to get young people engaged with positive male role models in communities that have experienced decades of disinvestment.”

Please note our luncheon format:

  • Doors open at 12:00 noon for Registration and Networking.
  • At 12:15, guests will be invited to take their seats. Plated entrees will be served.
  • Welcome remarks by FCS CEO Kevin Windorf.
  • At 12:45, our program will begin, featuring Sid Ratna, followed by audience Q&A.
  • At the conclusion (1:15-1:20), guests will be invited to the South End of the Model Room for coffee, dessert and Networking.
  • Departures no later than 2:00pm.

  • Start November 21, 2024 12:00 PM EST
  • End November 21, 2024 01:45 PM EDT
  • Location New York Yacht Club 37 West 44th Street NYC

Speakers

Guest Speaker Sid Ratna

CMO, Financial Advisor Services

Sid Ratna is the Chief Marketing Officer for Financial Advisor Services at Vanguard. He joined Vanguard in 2021. In his current role he partners with the FAS business to grow and maintain market share, improve brand perception, and be the advisor to the advisor. Sid’s passion lies in creating delightful experiences for clients, empowering his […]

Interviewer Michelle Lynn

Global Head of Data Science & Insights

Michelle Lynn joined Bloomberg as Head of Global Data Science and Insight for the media organization. In this role, she oversees a team responsible for understanding and activating Bloomberg's audience. Michelle also leads the development of BloombergAiQ, Bloomberg's proprietary audience and content platform for insights and activation. Prior to that, Michelle was the Chief Insight […]

Sponsors