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"Drive or Ride? Elevating Marketing from Sales Support to Strategic Partner"



FCS Philly will stage its third event in our successful breakfast series, bringing senior marketing leaders to the stage.  The topic on November 1st will be Drive or Ride? Elevating Marketing from Sales Support to Strategic Partner.

Research shows that the strength of a financial brand is one of the top considerations in the buying process, but many financial firms still use marketing as sales support, along for the proverbial ride.  How can financial marketers develop their skillset, grow professionally, and advocate for the role of marketing among company leadership in order to drive business development strategy?

Join us for this breakfast to hear how three CMOs from leading financial brands are increasing their impact, empowering their teams and driving growth at their firms.

We're delighted to welcome as our special keynote speaker Michael Useem, Professor of Management and Director of the Center for Leadership and Change Management and Faculty Director of the McNulty Leadership Program at the Wharton School, University of Pennsylvania.

Sponsorship packages are available for this event.  Please contact FCS CEO Kevin Windorf.



Richard AneserPanelist

SVP, Chief Marketing Officer

Lincoln Financial Group

Richard Aneser is Senior Vice President and Chief Marketing Officer of Lincoln Financial Group Annuity Solutions, Lincoln Financial Distributors, and Lincoln Financial Network. Aneser is responsible for leading strategic marketing initiatives with a customer-focused approach to help achieve sales and revenue goals. He drives customer preference for Lincoln solutions through an omni-channel marketing approach, using advanced analytics and data solutions that help the business identify customer needs and opportunities for growth.
Aneser has more than two decades of marketing experience, on both the agency and corporate sides. Prior to joining Lincoln, he served as Managing Director and Head of Advisory and Solutions Marketing and Wealth Management Americas for UBS, where he helped transform the marketing organization by focusing on tailored campaigns to drive growth at the individual advisor level. From 2002 to 2009, Aneser held a range of marketing roles with Merrill Lynch, and served on the Global Wealth Management Global Leadership Council. He began working for Merrill Lynch as Director of Global Wealth Management, and later became Managing Director of Merrill Lynch Wealth Management. Earlier in his career he worked at Fidelity Investments, where he held the position of Vice President of Integrated Marketing, Retail Marketing Communications, and quickly rose up to become Director of Integrated Marketing. Aneser began his career working as a consultant for various agencies including, Hill, Holliday Advertising, Seigel & Gale; Wells Rich Greene BDDP; and, AC&R Advertising. Aneser serves on the Board of Trustees of the Nature Conservancy of Pennsylvania and the Lincoln Financial Foundation Charitable Contributions Committee, and is a recipient of the DuPont Scholarship (1985 to 1986). He earned a bachelor of arts in philosophy from St. Michael’s College in Vermont, and holds FINRA Series 7, 24 and 66 licenses.

Patrick McLeanPanelist

EVP, Chief Marketing Officer

TD Bank

Patrick McLean is Executive Vice-President and Chief Marketing Officer at TD Bank – America's Most Convenient Bank based in Mount Laurel, NJ. In this role, he oversees brand marketing, corporate and public affairs and integrated marketing efforts in the US. He drives the company's corporate positioning, marketing campaigns, public relations, social media and field and retail marketing programs to ensure strong connections with customers. As a champion of TD's brand to employees and the community, he also oversees TD’s internal communications and community relations efforts, including the TD Foundation, which funds philanthropic initiatives throughout TD's footprint. He was previously Senior Vice-President, Head of Brand & Product Marketing at TD before becoming CMO. Before joining TD Bank, he was Vice-President, Digital Marketing & Brand Strategy for Capital One Financial. He has also held senior positions at Verizon Communications where he led the interactive marketing organization and at Sympatico, Canada’s largest internet service provider, owned by Bell Canada where he led the marketing organization as the division's Vice-President/CMO. Earlier in his career, he was a pioneer in the digital media industry having launched and served in senior marketing roles for a number of start up/early stage technology and media companies.  He has a Master's of Business Administration from the University of Toronto and a Bachelor of Commerce from Queen's University.

David ThumaPanelist

Chief Marketing Officer


David Thuma is Executive Vice President and Chief Marketing Officer for PNC Bank, responsible for leading brand management, advertising, data/analytics management, and line of business marketing across the corporation. Prior to being named to his current position in January 2016, he served as Senior Vice President of Integrated Line of Business Marketing for five years. In this role, he led marketing efforts for all PNC businesses with an emphasis on customer acquisition and cross-sell strategies. Thuma joined PNC in 2011. His broad marketing experience includes previous roles as Executive Director of Product and Field Marketing for Morgan Stanley’s Global Wealth Management Group in New York, and Vice President for Fidelity Investments’ Direct Marketing and Integrated Marketing divisions in Boston. Early in his career, Thuma held account management roles with several advertising and marketing agencies servicing consumer packaged goods, business-to-business, retail, technology and financial service firms. Thuma holds a Master’s of Business Administration degree, with a concentration in Marketing and Finance, from Wayne State University in Detroit, and a Bachelor’s degree in Advertising from Michigan State University.

Jeanie UlicnyModerator

Founder and Principal

Ulicny Financial Communications and Strategy

Jeanie Ulicny, Principal of Ulicny Financial Communications and Strategy, has more than 25 years in the financial services industry. She advises investment management and brokerage companies on strategic development, specializing in the areas of corporate positioning, branding and marketing communications.  Ulicny has deep experience with alternative investments. Jeanie began her career with Fidelity Investments, where she managed corporate advertising, direct mail and video for Fidelity’s Retail division. While at Fidelity, she developed and executed advertising campaigns that helped the company weather the crash of 1987 and the “mini” crash of 1989. Moving to Fidelity in Luxembourg, she built the direct sales market in Europe, with special emphasis on Germany and France. Back in the U.S., Jeanie consulted for Charles Schwab and Wells Fargo before becoming vice president of marketing at Montgomery Asset Management in San Francisco. At Montgomery, she built a marketing infrastructure that helped to double assets under management within two years. Her integrated marketing communications strategy included public relations, advertising, direct mail, shareholder services and the Internet. She also created the industry’s first interactive website, at the time an untested channel, for Montgomery. Jeanie was born and raised in Pittsburgh, PA. She received her B.S. from Pennsylvania State University.  She serves on the Penn State Outreach Advisory Board. Jeanie is the founder and former president of the Association of Women in Alternative Investing.  She is also a member of 100 Women in Hedge Funds, the Connecticut Hedge Fund Association and a former Executive Committee member of Hedge Funds Care.

Michael UseemKeynote Speaker

Professor of Management

Wharton School, University of Pennsylvania

Michael Useem is Professor of Management and Director of the Center for Leadership and Change Management and Faculty Director of the McNulty Leadership Program at the Wharton School, University of Pennsylvania. His university teaching includes MBA and executive-MBA courses on management and leadership, and he offers programs on leadership and governance for managers in the United States, Asia, Europe, and Latin America. Professor Useem works on leadership development with many companies and organizations in the private, public and non-profit sectors. He is the author of The Leader’s Checklist; The Leadership Moment; Executive Defense, Investor Capitalism, Leading Up; and The Go Point. He is also co-author and co-editor of Learning from Catastrophes; co-author of The India Way, Leadership Dispatches, Boards That Lead, The Strategic Leader’s Roadmap; and co-author of Fortune Makers: The Leaders Creating China’s Great Global Companies (PublicAffairs Books, 2017) and Mastering Catastrophic Risk: How Companies Are Coping with Disruption (Oxford University Press, 2018). Mike is co-anchor for a weekly program “Leadership in Action” on SiriusXM Radio Channel 111, Business Radio Powered by Wharton. Intensifying demands for high performance are pressing organizations to become more flexible and fast-acting. In today’s uncertain environment, they are finding that, more than ever, critical initiatives require effective leadership and a supportive culture. The challenge is to develop leaders and build well-led teams throughout the enterprise, and that requires a capacity to think strategically, communicate persuasively, and act decisively. In his presentation, Professor Michael Useem identifies steps to strengthen your personal leadership skills and build a team for those moments when your leadership – and your firm’s future success – are on the line.

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    Dow Jones


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The Union League of Philadelphia, 140 South Broad Street, Philadelphia
  • The Union League Club has a business casual dress code. NO JEANS.
  • No refunds after Oct. 27.