Webinar: "Hyper-Personalization: The Future of Marketing-Enabled Sales"
The FCS will focus on "Hyper-Personalization" in a special virtual event, free to our members as well as our industry colleagues. Niharika Shah, Chief Marketing Officer of The TIFIN Group, will moderate a panel discussion on the role personalization will play in redefining marketing in both direct-to-consumer (DTC) and intermediary environments.
For many years now, Personalization has been at the forefront of enhancing marketing through technology. Like other sectors such as Retail, CPG, and Travel, Financial Services now stands at the cusp of new disruption with the nascent adoption of Artificial Intelligence and Behavioral Science. Our panel of financial marketers will explore the value of hyper-personalized engagement and the role of content. With an eye to the intermediary marketplace, so critical to the realm of insurance, wealth and asset management, we will explore tech advances that are changing everything from social media to email marketing to publisher relationships. We'll also look at the continued evolution of target client profiling through AI and machine learning in CRM systems.
Join us for this virtual conversation that will get 'very personal.'
Vice President of Consumer Engagement and Loyalty
Chrisinda Mowrer is the vice president of Consumer Engagement and Loyalty at Voya Financial. In this role, she oversees the marketing strategy and execution of all participant and consumer facing marketing materials. Chrisinda is responsible for the consumer engagement group at Voya who manages all participant strategy and communications. This team is responsible for servicing Voya clients through marketing strategy and execution to employees. At Voya she is a revenue focused marketer bringing ideas centered in business impact. She is leading marketing personalized messaging efforts for all participants enabling Voya to establish bench marks and success metrics while adjusting appropriate touch-points real-time to achieve desired results. In 2017 Chrisinda was selected as one of LIMRA’s 25 Rising Stars in Marketing and Communications. Previously Chrisinda was a Director of Digital Marketing at ING U.S. She led in the development and management of ING’s core digital marketing strategy building content strategy framework to identify user flows and digital conversions. Chrisinda also developed strategies and ideas for digital marketing programs in support of business goals and thought leadership in the digital space including digital governance. Chrisinda joined ING in 2011 coming from an extensive digital background. She has experience in implementing integrated marketing and communications strategies including content strategy, interactive marketing, brand advertising b2b and direct marketing in the financial space. She is a proven successful and effective team leader with interactive agency experience in global site builds social and mobile campaigns, display online media, content management systems, and internet strategy development for Fortune 500 clients such as Coca-Cola, BlueCross Blue Shield, McCormick Spices and Kimberly Clark.
Senior Vice President, Marketing & Communications
As senior vice president of marketing & communications for Mariner Wealth Advisors, Christa supports the firm by developing, creating and executing marketing strategies that align with the goals and initiatives set forth by the firm’s executive team. With more than 25 years of marketing experience, Christa started her career as a copy editor for the Anderson Independent-Mail in Anderson, S.C. After a brief stop in Lawrence, KS, with the Lawrence Journal-World, Christa transitioned to the world of marketing and advertising. She spent her first year at Trozollo Resources learning the ropes with accounts such as Commerce Bank. Following Trozollo, Christa landed at PrimeMedia, a mid-sized advertising agency, where she spent her time working on accounts such as the Big 12 Athletic Conference, Saint Luke’s-Shawnee Mission Health System and more. After five years at PrimeMedia, Christa became an account manager in the direct marketing division of Bernstein-Rein. At the time, Bernstein-Rein was the largest ad agency in Kansas City and one of the most sought-after agencies in the United States. While at Bernstein-Rein, Christa worked on accounts such as Thornburg Mortgage, California Chamber of Commerce, CapitalOne and Beauty Brands. Following Bernstein-Rein, Christa transitioned to “the client side” by becoming senior vice president of marketing for NBKC Bank. During her eight years there, Christa won several financial marketing awards from the AMA. She later became creative director at Netsmart Technologies and then after three years landed at Mariner Wealth Advisors. Under her tenure at Mariner Wealth Advisors, the marketing team has grown to 11 associates and includes not only an in-house creative team, but also digital marketing and social media specialists. Christa has a bachelor’s degree in journalism from the University of Nebraska-Kearney and a Master of Arts degree in journalism from Ball State University.
Senior Financial Services Editor
Chief Marketing Officer
An entrepreneurial marketing leader, Niharika has spent the past 20 years building brand and marketing organizations in financial services and high-growth consumer environments. As CMO of The TIFIN Group, Niharika leads a talented team of performance / brand / PR professionals agency relationships to drive the growth of TIFIN's fintech companies. Previously Chief Brand Officer for Prudential Financial Inc, Niharika was responsible for transformation of a tired insurance brand to a modern and customer-centric financial services brand and creating highly targeted experiences for advisors, institutional investors, and direct investors. While at Prudential, Niharika led the global brand strategy and launch for Prudential Global Investment Management, PGIM. She is a pioneer in digital marketing strategies and application of technology to drive growth in Financial Services and was awarded the Financial Communication Society’s Marketer of the Year in 2016. Niharika’s prior experience includes leading several early-stage and incumbent companies through their digital commerce and multi-channel transformation journey including ToysRUs (w/Amazon), Lowe’s Home Improvement, Unisys, Sharp Electronics and Walmart/Sam’s Club. As a senior leader responsible for operational management and talent development, Niharika has been recognized for leadership in fostering connections between people, culture and brand. Niharika holds a Bachelor of Engineering in Computer Science from the University of Mumbai and earned an Executive MBA in Marketing and Entrepreneurship from the Rutgers University.
Exclusive Programming Partner:The TIFIN Group