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ABA Bank Marketing Conference

September 22-24, 2019 • JW Marriott Austin • Austin, TX

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Overview  |  Registration  |  Program  |  Hotel & Venue  |  Sponsors & Exhibitors  |  Experience

2019 Program

Sessions and speakers subject to change. Please bookmark this page to check for continuing updates.


Sunday, September 22
7:00 am – 5:00 pm
Registration
​8:00 am –  10:00 am ​Bonus Learning Labs
Repeating Labs
 
Elevate Your Marketing Bench Strength
Leadership looks to marketing for digital innovation, advertising savvy, sales expertise, and new ideas to stay on a path of growth. It is critical to construct an agile marketing team with the experience, credibility and responsiveness to help your bank succeed as it scales. Gain insights the changing workforce so you can find and cultivate a team for the future.

  • Moderator: 
    • Donna Merriweather, SHRM-SCP, SPHR, VP-Human Resource Manager, Arvest Bank
  • Panelists:
    • Will Christoferson, Senior Vice President of Advertising and Marketing, First Financial Bankshares, Inc.
    • Jody Guetter, CFMP, Vice President, Director of Marketing and Sales, Minnwest Bank
    • John Hanley, CFMP, SVP, Senior Director of Marketing, Equity Bank

Train the Trainer:  Build a Trusted Lending Team on Social Media
Networking and relationship-building are strengths all successful lenders should possess. In a world increasingly driven by digital and social communications, some may not be as deft at “working the room” on social media channels. Arm your lenders with tools and strategies to help them build their personal brand and enhance connections while helping your bank’s bottom line.
  • Ben Pankonin, CEO, Social Assurrance
​10:00 am –  10:15 am Break
​10:15 am –  12:15 pm ​Bonus Learning Labs
Repeating Labs
 
Elevate Your Marketing Bench Strength
Leadership often looks to marketing for digital innovation, advertising savvy, sales expertise, and new ideas to stay on a path of growth. It is critical to construct a marketing team with the agility needed to help your bank succeed as it scales up. Gain insights the changing workforce as well as tips to help you find and cultivate a team for the future.
  • Moderator: 
    • Donna Merriweather, SHRM-SCP, SPHR, VP-Human Resource Manager, Arvest Bank
  • Panelists:
    • Will Christoferson, Senior Vice President of Advertising and Marketing, First Financial Bankshares, Inc.
    • Jody Guetter, CFMP, Vice President, Director of Marketing and Sales, Minnwest Bank
    • John Hanley, CFMP, SVP, Senior Director of Marketing, Equity Bank
Train the Trainer:  Build a Trusted Lending Team on Social Media
Networking and relationship-building are strengths all successful lenders should possess. In a world increasingly driven by digital and social communications, some may not be as deft at “working the room” on social media channels. Arm your lenders with tools and strategies to help them build their personal brand and enhance connections while helping your bank’s bottom line.
  • Ben Pankonin, CEO, Social Assurrance
12:15 pm – 1:30 pm Attendees Lunch on Your Own
​1:30 pm – 3:00 pm
Opening General Session
Keynote Address: Building Highly Successful and Resilient Brands
Whether you are building a brand or need to revitalize one, no one has better insight on the grit and resilience required to do so than Kat Cole. Why does a brand matter? What is your role—as an employee at any level—in building and upholding a brand? How do you build a brand culture? How do you culturally and operationally integrate a new brand or reposition an old one? How do you redefine yourself, your team or your company? There are many risks associated with the fact that a brand is in the hands of many people, but there are also many opportunities. With a wealth of experience and success working with brands, Cole answers the crucial questions most pertinent to your audience and sharing stories from her own career and her involvement in various sectors can help organizations and brands in any industry expertly navigate the complex challenges that they face.
  • Keynote Speaker: Kat Cole, COO and President, North America, Focus Brands
3:15 pm – 4:15 pm
Concurrent Sessions
Repeating Sessions
 
Build Your Website Like The Best Brands
Spotify, Amazon, and Uber provide a better customer experience by using data and insights to build their websites and, most importantly, integrate it with all other channels to the right message, to the right user, at the right time. Your website is your largest branch and, equipped with the right tools, can be just as powerful. Understand the journey your customer’s take with you and learn to identify their needs so you can optimize the website experience and related digital channels to drive more engagement and leads.
  • Derek Barka, Chief Technology Officer, SilverTech
Deposit Competition Is Heating Up. Are You Prepared?
Competition for deposits has increased resulting from growing loan demand. Yet, banks still find it difficult to meet funding needs. Gain insight into consumer behavior in this rising rate digital age. Identify key strategies including data & analytics, staff education, product design and promotional activities to equip your bank for success. Come prepared to discuss the best practices used at your financial institution during this interactive session.
  • Anne High, Senior Bank Strategist, Bank Intelligence, FISERV
Effective Alignment of Marketing, Sales, and Retail Services
Changing customer expectations provide banks the opportunity to strengthen the alignment between marketing, sales and retail to develop and deliver products and services customer want. In some cases, a minor adjustment may do the trick; in others, a complete culture change may be needed. Our panel of bankers will share their unique experiences and important lessons learned so you can avoid some of the same challenges.
  • Moderator
    • Shon Aguero, EVP, Retail Banking Executive, Landmark Bank
  • Panelists: 
    • Wendy Healey, SVP, Chief Retail and Marketing Officer, Lee Bank
    • Joann Marsili, CFMP, SVP & Marketing and Digital Sales Director, Fidelity Bank
    • Shelley Regin, CFMP, Senior Vice President, Marketing, Country Bank
Marketing: The Failed Promise of Big Data & How to Overcome It
Save yourself from useless spending on consolidated marketing data and collective channel insights, and preserve your credibility by preparing useful questions for your partners pre-investment. Learn how to prevent the risk of wasted money and time, and discover how being proactive in independent searches can increase the capabilities of yourself and your team. Big data can hurt; let us help.
  • Wil Reynolds, Founder and Director of Digital Strategy, Seer Interactive
4:30 pm – 5:30 pm Concurrent Sessions
Repeating Sessions
 
Build Your Website Like The Best Brands
Spotify, Amazon, and Uber provide a better customer experience by using data and insights to build their websites and, most importantly, integrate it with all other channels to the right message, to the right user, at the right time. Your website is your largest branch and, equipped with the right tools, can be just as powerful. Understand the journey your customer’s take with you and learn to identify their needs so you can optimize the website experience and related digital channels to drive more engagement and leads.
  • Derek Barka, Chief Technology Officer, SilverTech
Deposit Competition Is Heating Up. Are You Prepared?
Competition for deposits has increased resulting from growing loan demand. Yet, banks still find it difficult to meet funding needs. Gain insight into consumer behavior in this rising rate digital age. Identify key strategies including data & analytics, staff education, product design and promotional activities to equip your bank for success. Come prepared to discuss the best practices used at your financial institution during this interactive session.
  • Anne High, Senior Bank Strategist, Bank Intelligence, FISERV
Effective Alignment of Marketing, Sales, and Retail Services*
Changing customer expectations provide banks the opportunity to strengthen the alignment between marketing, sales and retail to develop and deliver products and services customer want. In some cases, a minor adjustment may do the trick; in others, a complete culture change may be needed. Our panel of bankers will share their unique experiences and important lessons learned so you can avoid some of the same challenges.
  • Moderator
    • Shon Aguero, EVP, Retail Banking Executive, Landmark Bank
  • Panelists: 
    • Wendy Healey, SVP, Chief Retail and Marketing Officer, Lee Bank
    • Joann Marsili, CFMP, SVP & Marketing and Digital Sales Director, Fidelity Bank
    • Shelley Regin, CFMP, Senior Vice President, Marketing, Country Bank
Marketing: The Failed Promise of Big Data & How to Overcome It
Save yourself from useless spending on consolidated marketing data and collective channel insights, and preserve your credibility by preparing useful questions for your partners pre-investment. Learn how to prevent the risk of wasted money and time, and discover how being proactive in independent searches can increase the capabilities of yourself and your team. Big data can hurt; let us help.
  • Wil Reynolds, Founder and Director of Digital Strategy, Seer Interactive
​5:30 pm – 6:30 pm
​Opening Reception in the Marketplace
​7:00 pm – 8:30 pm Cedar Street Sounds

Monday, September 23
​7:00 am – 5:00 pm ​Registration
7:30 am – 8:30 am
Power Breakfasts
​8:30 am – 10:00 am
General Session
 
Keynote Address: The Hackonomy
How do you create value by breaking things? Bonin’s keynote presentation will take you on a journey to discover how you can hack your business, way of doing things and ultimately yourself. “Hacker" a garnered a negative connotation, but not all hackers are bad. Quite the opposite, hackers and hack-thinking are the source of a monumental, positive shift in business, technology, startups and culture all over the world. Hackers create immense value by breaking things, whether it’s breaking from tradition, process, or simply “the way we’ve always done things.” A new hacking economy – or “hackonomy” – is spreading quickly across industries, from software to hardware, aviation to space exploration. Hacking is even changing less obvious aspects of our lives, like dating. And, of course, the hackonomy has a huge impact on marketing.
  • Bonin Bough, Former Chief Media & eCommerce Officer at Mondelēz International (formerly Kraft Foods), host of CNBC's Cleveland Hustles, and the author of Txt Me (646) 759-1837
10:00 am – 11:00 am
Break in the Marketplace
11:00 am – 12:00 pm
Concurrent Sessions
Repeating Sessions
 
Digital and Traditional Marketing Duke it out on Stage
Industry pundits may claim that bank marketers who do not shift their entire focus and budget to digital media, marketing automation, and personalization are going to be crushed by large banks, mono-lines, and other competitors who do. But --- how much of this is actually true and how much is hype designed to sell consulting projects or research studies? Take a fun approach to answering the all-important question of “What should the right mix of traditional and digital marketing be to maximize my institution's success?”
  • Mary Ellen Georgan-Tellefsen, Managing Director, Capital Performance Group
  • Mark Gibson, Senior Consulting Associate, Capital Performance Group
Real-World Deposit Growth Strategies
Core deposit growth and profitability are front and center. As banks rally around the cause, retail and marketing leaders need to harness the power of their teams to help reach target audiences and drive deposit growth. During a peer-based panel discussion, hear about some “hits and misses” and discover strategies that will put your bank in front of prospective customers.
  • Moderator:
    • Shelly Loftin, SVP, Retail Banking, Lending and Payments, American Bankers Association
  • Panelists:
    • Jim Burson, Managing Director, Cornerstone Advisors
    • Lauren Johnson, Vice President, Senior Product Manager, Bank OZK
Optimizing Your Branch Network
When it comes to making changes to your branch network, the key is differentiation. And when it comes to branch location, design, and service delivery, you need to know what questions to ask, where to focus your resources, and which changes are necessary. See how to craft a strategy to fit your institution’s overall retail objectives -- from using available data to determine optimal branch placement and design to understanding the right investment for both technology and staff.
  • Kevin Poirot, Senior Vice President, Branded Environments, PWCampbell
Rethinking the Bank Marketing Campaign
How banks structure and implement brand and product marketing campaigns has yet to evolve, despite a much deeper understanding of what matters to our customers, what financial behaviors are meaningful, and the incredible advances in analytical tools. Discover the ways in which approaches to strategic planning, campaign development and execution must change so you can move your bank from a reactive product-seller to a holistic, always-on, and needs-focused marketing organization?
  • Hunter Young, Chief Strategy Officer, Mabus Agency
12:00 pm – 1:30 pm
Luncheon General Session
1:30 pm – 2:15 pm
Break in the Marketplace
2:15 pm – 2:45 pm
Get-To-The-Point Sessions Round One
These 30-minute tactical sessions provide point-and-shoot specific details on a number of topics.
Repeating Sessions
 
Six Data Tactics to Improve Marketing Results
Big Data. Analytics. MarTech. These buzzwords are everywhere, creating anxiety about how to leverage data in the most effective way to drive revenue. Break it all down into the three tactics marketing efforts should include, as well as three additional tactics that could quickly and easily help your campaigns meet — and exceed — bottom-line results.
  • Michael Bartoo, SVP, Marketing Client Relationships, Marquis
Five Faux Pas of Digital Display Marketing
Think you still have 8 seconds to grab your customers’ attention with digital displays in your branch lobbies? Think again. If people are not paying attention to your content, you could be making one of the most common (and costly) mistakes in digital display marketing. Now, with less than 5 seconds to connect with your audience, you need to get it right – every time. Explore five ways to “reboot” your current digital signage so it pays for itself.
  • David Moore Devine, EVP, Chief Marketing Officer, Columbia Bank
  • Sharon, Klocek-Ibbotson, Director of Content Strategy, Kiosk & Display
Leveraging Data for Targeted Marketing Campaigns
Our phones know more about us than anything or anyone else. They sit by our bedside while we sleep, we carry them with us everywhere we go and we use them constantly to communicate with others and manage our lives. Our phones are constantly collecting valuable data on where we are, who we talk to and what we're interested in. In this session, find out how to use this data to market the right financial product to the best possible consumer.
  • Sami D’Amico, Chief of Operations, RAIN
  • Tammy Gennusa O'Shea, SVP, Chief Marketing Officer, Fidelity Bank
​2:45 pm –  3:00 pm Transition
​3:00 pm –  3:30 pm
Get-To-The-Point Sessions Round Two
These 30-minute tactical sessions provide point-and-shoot specific details on a number of topics.
Repeating Sessions
 
Six Data Tactics to Improve Marketing Results
Big Data. Analytics. MarTech. These buzzwords are everywhere, creating anxiety about how to leverage data in the most effective way to drive revenue. Break it all down into the three tactics marketing efforts should include, as well as three additional tactics that could quickly and easily help your campaigns meet — and exceed — bottom-line results.
  • Michael Bartoo, SVP, Marketing Client Relationships, Marquis
Five Faux Pas of Digital Display Marketing
Think you still have 8 seconds to grab your customers’ attention with digital displays in your branch lobbies? Think again. If people are not paying attention to your content, you could be making one of the most common (and costly) mistakes in digital display marketing. Now, with less than 5 seconds to connect with your audience, you need to get it right – every time. Explore five ways to “reboot” your current digital signage so it pays for itself.
  • David Moore Devine, EVP, Chief Marketing Officer, Columbia Bank
  • Sharon, Klocek-Ibbotson, Director of Content Strategy, Kiosk & Display
Leveraging Data for Targeted Marketing Campaigns
Our phones know more about us than anything or anyone else. They sit by our bedside while we sleep, we carry them with us everywhere we go and we use them constantly to communicate with others and manage our lives. Our phones are constantly collecting valuable data on where we are, who we talk to and what we're interested in. In this session, find out how to use this data to market the right financial product to the best possible consumer.
  • Sami D’Amico, Chief of Operations, RAIN
  • Tammy Gennusa O'Shea, SVP, Chief Marketing Officer, Fidelity Bank
3:30 pm – 4:30 pm
Break in the Marketplace
4:30 pm – 5:30 pm
Concurrent Sessions
Repeating Sessions
 
Digital and Traditional Marketing Duke it out on Stage
Industry pundits may claim that bank marketers who do not shift their entire focus and budget to digital media, marketing automation, and personalization are going to be crushed by large banks, mono-lines, and other competitors who do. But --- how much of this is actually true and how much is hype designed to sell consulting projects or research studies? Take a fun approach to answering the all-important question of “What should the right mix of traditional and digital marketing be to maximize my institution's success?”
  • Mary Ellen Georgan-Tellefsen, Managing Director, Capital Performance Group
  • Mark Gibson, Senior Consulting Associate, Capital Performance Group
Real-World Deposit Growth Strategies
Core deposit growth and profitability are front and center. As banks rally around the cause, retail and marketing leaders need to harness the power of their teams to help reach target audiences and drive deposit growth. During a peer-based panel discussion, hear about some “hits and misses” and discover strategies that will put your bank in front of prospective customers.
  • Moderator:
    • Shelly Loftin, SVP, Retail Banking, Lending and Payments, American Bankers Association
  • Panelists:
    • Jim Burson, Managing Director, Cornerstone Advisors
    • Lauren Johnson, Vice President, Senior Product Manager, Bank OZK
Optimizing Your Branch Network
When it comes to making changes to your branch network, the key is differentiation. And when it comes to branch location, design, and service delivery, you need to know what questions to ask, where to focus your resources, and which changes are necessary. See how to craft a strategy to fit your institution’s overall retail objectives -- from using available data to determine optimal branch placement and design to understanding the right investment for both technology and staff.
  • Kevin Poirot, Senior Vice President, Branded Environments, PWCampbell
Rethinking the Bank Marketing Campaign
How banks structure and implement brand and product marketing campaigns has yet to evolve, despite a much deeper understanding of what matters to our customers, what financial behaviors are meaningful, and the incredible advances in analytical tools. Discover the ways in which approaches to strategic planning, campaign development and execution must change so you can move your bank from a reactive product-seller to a holistic, always-on, and needs-focused marketing organization?
  • Hunter Young, Chief Strategy Officer, Mabus Agency
5:30 pm – 6:30 pm
Rooftop Reception

Tuesday, September 24
​7:00 am – 12:00 pm ​Registration
7:15 am – 8:15 am
Power Breakfasts
8:30 am – 9:30 am
General Session

Prepare for the Employee Experience of Tomorrow
Today's workplace is evolving from a “get a paycheck” culture to a culture where employees want more from their work than a salary. Employees want - and expect - to be appreciated, engaged, and prioritized; they want to know their work makes a difference and that they are directly contributing to the bottom-line, but how do we get there, and most importantly, what is the role of the leadership team and managers in driving this? Culture champion and Kazoo co-founder Autumn Manning will share immediate actions to take, and a helpful framework adapted from top leaders who strive to engage, prioritize, and get the most out of their teams through building a differentiated culture.

  • Autumn Manning, Co-founder of Kazoo, Entrepreneur, and Advisor
9:30 am – 10:30 am
Break in the Marketplace
10:30 am – 11:30 am Concurrent Sessions
 
Leveraging Data & Analytics to Develop a Holistic Customer Journey Strategy
Innovations in data analysis provide banks an opportunity to better understand their customers, their demands and how they interact with the bank, enabling deeper customer relationships with personalized interactions, messaging, products, services and experiences that align with each customer's respective financial journey. Through real-world data analysis examples, this session will illustrate how to leverage data at your bank to build a data-driven marketing strategy that enhances your customers' financial journeys across all segments and lines of business.
  • Travis Arthur, Senior Vice President, Marketing, Q2
  • Jesse Barbour, Chief Data Scientist, Q2
Beyond Brand Awareness: Strategies to Drive Digital Account Opening
As banks increasingly branch out to online products, financial marketers are faced with new challenges and required to adopt a new mindset - make digital experiences feel personal; create a seamless brand across multiple channels; and, acquire accounts without human interaction. Tyler Cooper from First National Bank of Omaha and Jeff Hudock from nCino will share how savvy financial marketers are using technology solutions and data-driven, personalized campaigns to create meaningful and engaging experiences that ultimately drive accounts in these new channels.
  • Tyler Cooper, Digital Solutions, First National Bank of Omaha
  • Jeff Hudock, Senior Product Manager, nCino
Unlocking Opportunities in Social Media
Social media has changed the way banks find and engage consumers, but still too many banks are missing out on the social selling opportunity. A recent ABA survey showed that 84 percent of bank marketing executives say that social media is important for their bank, yet more than half report not being very active on social media. Learn actionable (and compliant) strategies to unlock social opportunities at your bank.
  • Kate Young, Senior Editor, American Bankers Association
  • Doug Wilber, CEO, Gremlin Social
Click-Worthy Content Marketing
More than just blogs, email campaigns and social media copy, the options and possibilities for content marketing can be endless. Fine-tune your bank’s branding and marketing strategy when you master the THREE Cs of modern bank marketing – content, connection, and conversion. Understanding that everything is content and creates a brand impression, it’s now time to learn what makes good content and how to deliver it.
  • Liz McIntyre, Vice President of Marketing, Director of Social Media and Public Relations, Renasant Bank
  • John Oxford, CFMP, Director of Marketing & Corporate Communications, Renasant Bank
11:45 am – 12:30 pm
Closing General Session
 
Keynote Address: The Kindness Diaries
As host of the Netflix series, The Kindness Diaries, Leon covers his incredible journey around the world relying solely on the kindness of others. What these good Samaritans didn’t know is the people that gave from their heart were given life-changing gifts. Through these inspiring stories you’ll take a step outside of the corporate world and see how one man’s journey is making a difference.
  • Leon Logothetis, Global adventurer, motivational speaker, & author/creator of the book and Netflix show, The Kindness Diaries.

 Sessions and speakers subject to change.

Program Questions? Contact John Capotosto.