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"Identifying the Financial Audience by Mindset"



FCS SF begins is 2018 breakfast series with a discussion on "Identifying the Financial Audience by Mindset."

Our panel of marketing experts will delve into various questions around the importance of segmentation in today's data-driven marketplace:

  • How do you segment your audience for financial services?
  • How do you balance or integrate psychographics and demographics?
  • How should Financial differ from other verticals? And what can we learn from other verticals?

The presentation by Soumen Mukherjee, Managing Partner, Kantar Millward Brown, will be followed by a panel of brand marketers discussing the importance of identifying the right audience segments.


Soumen MukherjeePresenter

Managing Partner

Kantar Millward Brown

Soumen is a passionate researcher and marketing science savant with over 25 years of experience guiding marketing strategy. He has been a trusted advisor to Fortune 500 companies over two decades, driving insights within their marketing, customer, sales and analytics organizations. Soumen has presented and published his research in leading marketing conferences, journals and other publications. His research experience spans a range of industries including technology, financial services, retail, telecommunications, hospitality, and consumer packaged goods, in areas such as segmentation & targeting, market structure, marketing mix optimization, brand architecture & equity, brand & portfolio positioning, messaging & communications, pricing and product optimization, and customer experience.

Michele CardinalPanelist

Head of iShares Global Brand and Advertising


Michele has been with the firm since 2015, and is responsible for global brand strategy, management, and naming, and campaign strategy and management. Previously, Michele was Head of Global Brand and Product Marketing at Visa Inc., responsible for all aspects of the Visa brand globally as well as global campaign strategy.  She spent 10 years at Visa across a range of marketing roles including leadership of US consumer marketing, and activation of sponsorships including the NFL and the Olympics. Prior to her time at Visa, Michele spent 10 years in client management roles at advertising agencies, working with brands including MasterCard, Macy's, Wal-Mart, Providian, and Bank of the West. Michele currently resides in San Francisco with her husband and is usually busy chasing around her 3-year-old twins.  She is originally from Austin, Texas, and graduated from the University of Texas.

Josh QuittnerModerator

Editorial Director


As editorial director for Flipboard Josh Quittner works with publishers to help create great editorial experiences that take full advantage of the personal magazine. Additionally, his editorial thinking guides the evolution of Flipboard itself. Josh joined Flipboard from Time. Inc., where he worked for many years, most recently as editorial director digital for Time Inc.’s News, Sports and Business Group and wrote about consumer technology in Fortune and Time magazine. Besides editing and writing, he worked with a variety of titles to create digital magazine prototypes for tablet computers. He oversaw development of Time’s iPad version, which debuted with the launch of the tablet in April, 2010, then helped with the launch of the tablet versions of Sports Illustrated, Fortune and others. Previously, he was managing editor of Business 2.0 and Time Digital, executive editor and writer for FORTUNE and editor at large and senior editor at TIME. He first had a byline in TIME in 1994 as a staff writer covering technology, back at the very beginning of the commercial Internet.  Prior to coming to Time Inc., Quittner worked at Newsday in the early ‘90s, where he wrote a pioneering column called “Life in Cyberspace,” and wrote numerous features for Wired Magazine. Quittner received an M.S. in Journalism from Columbia University and is based in the San Francisco Bay Area with his wife, journalist Michelle Slatalla (with whom he has co-written five books), and their three daughters.

Become a sponsor


  • Presenting Sponsor:

  • FCS West Platinum Sponsor:

    Investing Media Solutions
  • FCS West Platinum Sponsor:

  • FCS West Platinum Sponsor:

    Seeking Alpha
  • FCS West Diamond Sponsor:

  • FCS West Gold Sponsor:

    Bloomberg Media
  • FCS West Gold Sponsor:

  • FCS West Gold Sponsor:

  • FCS West Gold Sponsor:

  • FCS West Gold Sponsor:

    The Wall Street Journal
  • FCS West Silver Sponsor:

    Mitre Media
  • Event Raffle Sponsor:


Membership Price:
$ 75.00
Young Members Circle Price:
$ 65.00
Branded Table (8) Price:
$ 680.00
Non-Member Price:
$ 90.00
Become a member to get member's price.
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Until the Event

March 20, 08:00AM PDT
March 20, 09:30AM PDT


Omni San Francisco Hotel, 500 California Street, San Francisco
  • All ticket prices increase $15 per person on March 19..
  • No refunds after March 16.