Program

At ABA’s Bank Marketing Conference, you’ll attend meaningful, data-driven sessions of your choosing to help you succeed in your role. Topic areas include:

Marketing Leadership
Ideation & Revenue Generation
CX & Niche Marketing
Data & Analytics
Personalization
Digital Marketing & Social Media

Sunday, Oct 6
Monday, Oct 7
Tuesday, Oct 8
On-Demand

Sunday, Oct 6

7:30 AM – 5:30 PM	Conference Registration
8:00 AM – 11:45 AM	PRE-CONFERENCE WORKSHOPS Bankreative: Tools for Building Better Work Engage in hands-on, group exercises and discussions to help you think more creatively about building a better bank brand. Learn to use design to garner better results, whether you’re doing the work in-house, or collaborating with freelancers. In this session, discover ways to be creative in the context of your brand as a powerful tool for building value. Clark Hook, Executive Creative Director, FMS ALL IN: Harnessing AI to Amplify Your Creative Power Bank marketing teams everywhere are grappling with the immense power and promise of AI. From brainstorming and compliance reviews to tackling complex tasks, optimizing AI is a top priority. Bring your devices to this session for a crash course, live demo and hands-on workshop all about developing smarter, faster and more resonant marketing materials for your brand, and getting your leadership on board. John Hanley, CFMP, Chief Marketing Officer, Equity Bank Hunter Young, Principal and Founder, HiFi Agency
12:00 PM – 1:30 PM	ABA x The Girl Banker Brunch ABA and Natalie Bartholomew have reunited to bring the ABA x The Girl Banker Brunch to Chicago! This year, Natalie and her powerhouse guests will discuss why women are driving more deposits than ever, and how bankers are working to change the narrative around women and money. Natalie Bartholomew, Community President, First Community Bank Brittany Campbell, CFMP, Senior VP of Marketing and Public Relations, Legends Bank, Founder, Her Bank Shamim Okolloh, Community Outreach Officer, Encore Bank, Author, Ella The Banker Tammy O’Shea, SVP, Chief Marketing Officer, Fidelity Bank/P.O.W.E.R
1:30 PM – 2:00 PM	Networking Event
2:00 PM – 3:00 PM	OPENING GENERAL SESSION Becoming Superhuman: The Science of Optimizing Productivity and Performance Today’s always-on work culture is full of interruptions. Constant meetings, calls, and emails make it nearly impossible to get important, focused, and creative work accomplished. However, by exploiting our ancient biology, instead of working against it, we can all learn how to manage distractions, find time for our most important work, and stay connected in a balanced way. By equipping yourself with the most effective and scientifically proven techniques for working smarter when time and resources are limited, you’ll walk away with concrete tools for improving prioritization, decreasing execution time, and increasing focus for yourself and others. Dr. Sahar Yousef and Lucas Miller, Cognitive Neuroscientists and MBA Faculty, UC Berkeley Haas School of Business
3:15 PM – 4:00 PM	BREAKOUT SESSIONS I Strengthening SMB Relationships to Drive C&I Deposit and Loan Growth Learn how a targeted SMB client acquisition and retention strategy can drive commercial deposit and C&I loan growth. By efficiently using integrated intelligence and understanding SMB needs, bankers can position themselves as trusted advisors, establish and expand relationships and make qualified referrals to other bank areas. Gain practical tips and innovative approaches tailored to current market dynamics. Sara Allen, Chief Growth Officer, RelPro Jack Hubbard, The Modern Banker, Podcast Host, Board Member, St. Charles Bank Mike Wozniak, Executive Vice President, Head of Business Banking, Wintrust Leading for Today and Tomorrow In this panel, bank marketing leaders will share personal advice, leadership lessons and practical tips on how they have navigated and advanced their careers. Hear how they communicate the value of marketing, incorporate and execute strategy, tackle challenges, and the key skills they use to grow and lead their banks into the future. Moderator: Shelly Loftin, Senior Director of Marketing Strategy and Sales Enablement, Arvest Bank Shelley Wetton, Senior Vice President, Chief Marketing Officer, Five Star Bank Becky Mills, Senior Vice President / Marketing Director & Customer Experience, Heartland Bank and Trust Balancing Online Customer Experience With Risk Tolerance/Mitigation In this session, we’ll explore developing a robust risk mitigation framework while prioritizing customer experience. We’ll discuss strategic considerations for marketing teams and delve into the opportunity cost of risk management. Experts will highlight best practices for collaborative risk practices and essential insights into online security measures. Krysti Cunningham, CRCM, CERP, CAMS, SVP Chief Risk Officer, Security National Bank of Omaha Tammy O'Shea, Chief Marketing Officer, Fidelity Bank/P.O.W.E.R.
4:15 PM – 5:00 PM	BREAKOUT SESSIONS II Not All Data is Good Data Too much data can distract us from answering the question at the heart of every bank marketer: how can we add value to our customers' financial lives? This session will help you distinguish between useful and extraneous data, and explain how to put the right data to use. Learn to make strategic, cross-functional data decisions while maintaining trust with your customers. Amelia Chen, Head of Marketing, Array How to Develop a Strategic Volunteer Program That Boosts Your Community and CRA Efforts Building an employee volunteer program is important, but finding opportunities, getting employees to serve and tracking the data can be difficult and time-consuming. Join this panel session to learn how others have developed successful volunteer programs, built their brands while doing so and efficiently managed the data. If your institution is dedicated to volunteering in the community and building your brand, you don’t want to miss this session. Bryce Larsen, Director of Marketing, Kadince Theresa Wendhausen, CFMP, Vice President, Branding & Communications Manager. First National Bank and Trust Leanne Kassab, CFMP, Senior Executive Vice President/Chief Experience Officer, CNB Bank Considerations When Starting a Digital Bank In this session, explore the top 10 questions to ask when approached about launching a digital brand. Learn about the considerations and discussions community and regional banks should have in order to create digital brands to expand and grow. Tammy O’Shea, POWER, SVP, Chief Marketing Officer, Fidelity Bank Adam Pearl, Sr. Account Executive, Q2
5:00 PM – 6:00 PM	OPENING RECEPTION IN THE HUB 'The Blues Brothers' “We’re putting the band back together!!" Join the opening reception and enjoy the heritage and soul of Chicago and schmooze with the best Blues Brothers look-alikes in town. Catch up with friends old and new, enjoy the music and celebrate being in the Chi-town mix.

Monday, Oct 7

7:00 AM – 5:15 PM	Conference Registration
7:30 AM – 8:00 AM	POWER BREAKFASTS Driving Growth Through Data-Driven Marketing & IT Collaboration Sponsored by Alkami Unlock the potential for rapid revenue growth with seamless Marketing and IT strategies. Discover how insights derived from transaction data become actionable marketing campaigns, fostering relevance and hyper-personalization all through cross-functional collaboration. Join industry leaders as they share success stories and innovative ways to use technology that will transform the Marketing & IT partnership into a catalyst for growth. Rachel O'Neill, Principal Solutions Engineer Chris Van Ausdale, SVP, Marketing & Communications Director, Westfield Bank Ethan O'Day, Marketing Analyst, Thomaston Savings Bank Deposit Growth: Navigating the Land of Giants Sponsored by StrategyCorps According to the FDIC and S&P Global data published last year, 3% of the largest banks have about 83% of the deposits in the U.S. – so let’s change our frame of reference about deposits. In this session, learn how to reinvigorate products and services to meet the deposit growth needs of today’s consumers and small businesses. Adam Thompson, Director of Sales, StrategyCorps
8:00 AM – 9:00 AM	GENERAL SESSION BMC Newshour Grab a cup of coffee and get the morning started with our take on the morning news. Stay informed on the latest regulatory updates affecting bank marketing and gain insights on the latest fraud issues and how you can protect your bank. Rob Nichols, President and CEO, American Bankers Association Julieann Thurlow, President and CEO, Reading Cooperative Bank Shanna Cahalane, Senior Vice President, Director of Marketing and Community Development Jim Hitchcock, Vice President, Fraud Mitigation, American Bankers Association
9:00 AM – 9:15 AM	Brand Slam Awards
9:15 AM – 10:15 AM	Meet-up in the Hub
10:15 AM – 11:00 AM	BREAKOUT SESSIONS III Modernizing Bank Retail, Marketing and Revenue Operations In this session, discover how marketing, sales and customer service can converge to attract and retain lifetime customers. Explore the value of delivering personalized, consistent customer experiences across channels, and using data to track and enhance profitability. Mark Gibson, Capital Performance Group Solving the Puzzle: Discovering Hidden Patterns in Customer Data with Graph Technology Detecting useful patterns requires the right tools and technologies – namely, knowledge graph technology. Learn how leaders in the banking industry are using graph technology to integrate siloed customer data, discover new customer segments and deliver tailored communications and product recommendations that expand customer loyalty and satisfaction. Robert Chang, FRM, Director, Modeling and Data Science, FI Consulting, Inc. Open, Read, Adopt: Data-driven Email Outcomes A strong data foundation is key to ensuring successful direct marketing. The use of transaction-level consumer data and email best practices help you target the right person, the right way at the right time. This session will provide practical insights and best practices for creating email journeys that drive action, deepen customer engagement and deliver results. Megan Pannier, Head of Marketing for Digital Solutions and Payments, Fiserv
11:15 AM – 12:00 PM	BREAKOUT SESSIONS IV Social Media is a Dumpster Fire: Transform it into a Success Are you overwhelmed and burnt out from crafting and managing your bank’s social media program? This session offers a refreshing perspective and practical solutions for banking professionals grappling with the chaos of managing multiple social media channels. This interactive “therapy” session will address the common frustrations and challenges faced in today’s social media landscape. Join us as we turn social media stress into strategic success! Allyson Twiggs Dyer, Founder, The Twiggs Group Budgets are Tight. Be Intentional. While everyone strives to be the best of the best, with a tight budget, sometimes we need to prioritize. Crafting your message with intentionality is key. Join us as we discuss best practices, provide you with valuable data to guide your marketing strategy and how to lean into your perceived strengths. Corey Wrinn, Managing Director, Rivel The Branch is Dead – Long Live the Branch! Despite the rise of electronic channels, predictions of the demise of the branch proved foolhardy; rather the branch remains vital for new account origination, and a critical bridge between a bank and its community. Changes in the banking environment demand a reorientation of branch design, staff roles, and technology. Examine the branch’s role in a multi-channel world, and the role marketing plays in the design, product orientation and the critical first-year marketing efforts. Steve Reider, President, Bancography
12:00 PM – 1:15 PM	LUNCH AND GENERAL SESSION Making Innovation a Priority This working lunch session will delve into marketing innovation and discuss a framework for prioritizing marketing initiatives, some popular needle-moving campaigns driven by marketing innovation and ABA’s resources to help you get started. Chris Nichols, Chief Strategy Officer, SouthState Bank Brooke Ybarra, SVP, Innovation & Strategy, American Bankers Association
1:15 PM – 2:00 PM	Dessert in the Hub
2:00 PM – 3:00 PM	GENERAL SESSION The State of AI for Marketing and Business Artificial Intelligence is moving at a rapid pace, and the technology will only continue to advance. How can you keep up? Returning to BMC by popular demand, Paul Roetzer will build on his presentation from the 2023 conference to share updates on how AI is changing how we communicate, sell, learn, teach, design products, start and grow businesses, hire and develop talent, allocate resources and more. Get up to speed on the latest developments and possibilities thanks to Paul, a leading AI author, entrepreneur and speaker. You’ll learn what matters to your bank now and consider what could come next. Paul Roetzer, Founder, Marketing AI Institute
3:00 PM – 3:45 PM	Meet-up in the Hub
3:45 PM – 4:30 PM	BREAKOUT SESSIONS V Content with Character: Using AI to Humanize (and Streamline) Content Marketing Truly effective content is uniquely human. In a world of ChatGPT and generative AI, your content must connect in a more human way than ever before. In this session, learn to harness the power of AI to create more authentic content. Find ways to empower lenders and sales agents to use social media storytelling to grow their networks, maximize deposit growth and profitability. Ben Pankonin, Founder and CEO, Social Assurance Banks and Google's Generative AI Algorithm: A New Landscape in Digital Marketing WARNING: BIGGEST ALGORITHM CHANGE SINCE MOBILE. The integration of generative AI into Google's search algorithm marks a pivotal shift in SERPs – and that’s huge for banks. In this session, discuss the human roles amidst this change, so you can become a more valuable strategist. Explore the opportunities and consequences of AI and gather strategic insights for banks looking to adapt and thrive in a time of change. Tim Whitley, CEO, mhp.si Whitney Burgess Scales, VP of Strategy & Client Services, mhp.si Monetizing Data-Driven Insights in a Volatile Rate Environment Banks are under pressure to innovate and deliver value to retain existing customers without losing their competitive edge. Discover how BankPlus leverages advanced data-driven insights to enhance customer engagement and profitability. Learn marketing strategies to optimize volume and margin, even amid volatile interest rates. Gain actionable tips to ensure your bank thrives in an uncertain financial landscape. Rob Armour, Executive Vice President and Chief Marketing & Product Development Officer, BankPlus Dan Marks, President, Infusion
4:45 PM – 5:30 PM	BREAKOUT SESSIONS VI All sessions from Breakout V repeat.
5:30 PM – 6:30 PM	MONDAY EVENING RECEPTION 'Ferris Bueller’s Night Out’ Sponsored by Pannos Marketing Let’s kick it back to our younger years with a nostalgic journey down memory lane. Relax and have some fun with your peers as we pay homage to Chicago icon John Hughes. Bank Marketing Conference moves pretty fast … so stop by this righteous reception for a while. You won’t want to miss it!

Tuesday, Oct 8

7:00 AM – 12:00 PM	Conference Registration
7:45 AM – 8:15 AM	POWER BREAKFASTS Sponsored by Kasasa and MHP/Team SI Half the Cost, Double the Deposits: Crack the Code of Real Growth Sponsored by Kasasa High-yield CDs and borrowings may bring in deposit dollars, but they also come with a near-unsustainable cost of funds, high attrition, rate shoppers and more. It’s time for a new approach! In this session, learn how your institution can create real growth by changing the math, perfecting the offer and managing the surprises. Gabe Krajicek, Chief Executive Officer, Kasasa Performance Marketing Works: Household Targeting for Premium Checking Attributes to 21% More Account Applications Sponsored by mhp.si Every bank is looking to increase its customer base with deposits without losing current accounts. In this session, you’ll learn about the customer journey for checking accounts, how to reach potential new customers at the household level, and how this approach attributed to 21% more checking account applications in the first three months. Tim Whitley, CEO, mhp.si Whitney Burgess Scales, VP of Marketing Strategy, mhp.si
8:45 AM – 9:30 AM	BREAKOUT SESSIONS VII How to Attract Talent and Improve Your Employer Brand Seven in 10 employers struggle to find talent with the proper blend of technical know-how with people skills. Add in high turnover rates and a generation of older workers retiring, and it’s a talent acquisition perfect storm. You’ll leave this session with a revamped recruitment and retention plan — so you can hire and keep people with advanced cognitive and interpersonal skills. Terra L. Fletcher, Fractional CMO, Author, and Speaker, Fletcher Consulting Clicks to Conversions: Strategic Marketing for Banking Success More clicks are great, but they don’t always equate to more conversions. Attend this session to unleash the power of digital marketing for your bank, learn how a customized digital ecosystem supports sales, and tailor your digital efforts to attract your target audiences. Tanna Faulkner, Senior Vice President, Sales and Digital Channels, DCI Maddie Fankhauser, Director of Marketing and Sales, Plot Marketing CFO-Friendly Ways to Right-Size Your Institution’s Marketing Investment On average, the size of a bank's marketing budget is roughly 0.06% of total assets. However, given the considerable value generation potential of marketing to both the top-and-bottom-line, settling for this budget amount might be short-changing the institution. Gain practical insights that will help marketers make the economic case for increased investment. Brandon Larson, EVP, Curinos Sarah Welch, Managing Director, Curinos
9:30 AM – 10:30 AM	Meet-up in the Hub
10:30 AM – 11:15 AM	BREAKOUT SESSIONS VIII Turning Data into Revenue, Deposits and Growth Personalized marketing and customer engagement is a key tactic for banks in achieving their growth objectives. Bank's sit atop a valuable data source: core data and transactions. In this session, discuss several ways data is already used in the banking industry and then focus on how customer insights can be uncovered and used to achieve deposit and revenue growth. Brian Bauer, CEO, Revio Insight You Don’t Need to Rebrand: Build a Brand Position That’s Built to Last Rebranding is expensive and often takes years to see ROI. Hear it from a bank with $2B in assets: brand positioning is a simpler, more cost-effective way to grow loans and deposits, and achieve the brand consistency all marketers crave. In this session, learn how to build a brand position, ensure its uniqueness and implement it at your bank. Josh Fleming, VP Marketing, Bank Iowa Driving Engagement in Marketing through Modern Technology Discover how modern technology and AI redefine bank marketing for omnichannel engagement, driving deposits and customer LTV. This session will explore the effect of AI and predictive analytics on personalized experiences, deposit growth and customer loyalty strategies. Learn about campaign automation, composable marketing and advanced analytics supported by real-world examples. Jason Miller, No-Code Evangelist and Principal Consultant
11:30 AM – 12:30 PM	CLOSING GENERAL SESSION Solo but Not Alone: Lessons Learned Sailing Around the World In the spring of 2024, Cole Brauer became the first American woman to race a sailboat solo, nonstop around the globe, capturing the hearts of hundreds of thousands with her cheerful updates from some of the most remote and treacherous waters on the planet. Her story of grit, joy, and lessons learned the hard way is a candid, inspiring exploration of what it takes to live authentically and dream bigger. Cole Brauer, First American Woman to Sail Around the Globe Unassisted

On-Demand

Sunday, October 6

3:15 PM - 4:15 PM

BREAKOUT SESSIONS I

Strengthening SMB Relationships to Drive C&I Deposit and Loan Growth

Learn how a targeted SMB client acquisition and retention strategy can drive commercial deposit and C&I loan growth. By efficiently using integrated intelligence and understanding SMB needs, bankers can position themselves as trusted advisors, establish and expand relationships and make qualified referrals to other bank areas. Gain practical tips and innovative approaches tailored to current market dynamics.

Sara Allen, Chief Growth Officer, RelPro
Jack Hubbard, The Modern Banker, Podcast Host, Board Member, St. Charles Bank
Mike Wozniak, Executive Vice President, Head of Business Banking, Wintrust

4:15 PM - 5:00 PM

BREAKOUT SESSIONS II

Not All Data is Good Data

Too much data can distract us from answering the question at the heart of every bank marketer: how can we add value to our customers' financial lives? This session will help you distinguish between useful and extraneous data, and explain how to put the right data to use. Learn to make strategic, cross-functional data decisions while maintaining trust with your customers.

Amelia Chen, Head of Marketing, Array

Monday, October 7

10:15 AM - 11:00 AM

BREAKOUT SESSIONS III

Modernizing Bank Retail, Marketing and Revenue Operations

In this session, discover how marketing, sales and customer service can converge to attract and retain lifetime customers. Explore the value of delivering personalized, consistent customer experiences across channels, and using data to track and enhance profitability.

Mark Gibson, Capital Performance Group

Open, Read, Adopt: Data-driven Email Outcomes

A strong data foundation is key to ensuring successful direct marketing. The use of transaction-level consumer data and email best practices help you target the right person, the right way at the right time. This session will provide practical insights and best practices for creating email journeys that drive action, deepen customer engagement and deliver results.

Megan Pannier, Head of Marketing for Digital Solutions and Payments, Fiserv

11:15 AM - 12:00 PM

BREAKOUT SESSIONS IV

The Branch is Dead – Long Live the Branch!

Despite the rise of electronic channels, predictions of the demise of the branch proved foolhardy; rather the branch remains vital for new account origination, and a critical bridge between a bank and its community. Changes in the banking environment demand a reorientation of branch design, staff roles, and technology. Examine the branch’s role in a multi-channel world, and the role marketing plays in the design, product orientation and the critical first-year marketing efforts.

Steve Reider, President, Bancography

Budgets are Tight. Be Intentional.

While everyone strives to be the best of the best, with a tight budget, sometimes we need to prioritize. Crafting your message with intentionality is key. Join us as we discuss best practices, provide you with valuable data to guide your marketing strategy and how to lean into your perceived strengths.

Corey Wrinn, Managing Director, Rivel

3:45 PM - 4:30 PM

BREAKOUT SESSIONS V

Content with Character: Using AI to Humanize (and Streamline) Content Marketing

Truly effective content is uniquely human. In a world of ChatGPT and generative AI, your content must connect in a more human way than ever before. In this session, learn to harness the power of AI to create more authentic content. Find ways to empower lenders and sales agents to use social media storytelling to grow their networks, maximize deposit growth and profitability.

Ben Pankonin, Founder and CEO, Social Assurance

Banks and Google's Generative AI Algorithm: A New Landscape in Digital Marketing

WARNING: BIGGEST ALGORITHM CHANGE SINCE MOBILE. The integration of generative AI into Google's search algorithm marks a pivotal shift in SERPs – and that’s huge for banks. In this session, discuss the human roles amidst this change, so you can become a more valuable strategist. Explore the opportunities and consequences of AI and gather strategic insights for banks looking to adapt and thrive in a time of change.

Tim Whitley, CEO, mhp.si
Whitney Burgess Scales, VP of Strategy & Client Services, mhp.si

Monetizing Data-Driven Insights in a Volatile Rate Environment

Banks are under pressure to innovate and deliver value to retain existing customers without losing their competitive edge. Discover how BankPlus leverages advanced data-driven insights to enhance customer engagement and profitability. Learn marketing strategies to optimize volume and margin, even amid volatile interest rates. Gain actionable tips to ensure your bank thrives in an uncertain financial landscape.

Rob Armour, Executive Vice President and Chief Marketing & Product Development Officer, BankPlus
Dan Marks, President, Infusion

Tuesday, October 8

8:45 AM - 9:30 AM

BREAKOUT SESSIONS VII

CFO-Friendly Ways to Right-Size Your Institution’s Marketing Investment

On average, the size of a bank's marketing budget is roughly 0.06% of total assets. However, given the considerable value generation potential of marketing to both the top-and-bottom-line, settling for this budget amount might be short-changing the institution. Gain practical insights that will help marketers make the economic case for increased investment.

Brandon Larson, EVP, Curinos
Sarah Welch, Managing Director, Curinos

10:30 AM - 11:15 AM

BREAKOUT SESSIONS VIII

Turning Data into Revenue, Deposits and Growth

Personalized marketing and customer engagement is a key tactic for banks in achieving their growth objectives. Bank's sit atop a valuable data source: core data and transactions. In this session, discuss several ways data is already used in the banking industry and then focus on how customer insights can be uncovered and used to achieve deposit and revenue growth.

Brian Bauer, CEO, Revio Insight

You Don’t Need to Rebrand: Build a Brand Position That’s Built to Last

Rebranding is expensive and often takes years to see ROI. Hear it from a bank with $2B in assets: brand positioning is a simpler, more cost-effective way to grow loans and deposits, and achieve the brand consistency all marketers crave. In this session, learn how to build a brand position, ensure its uniqueness and implement it at your bank.

Josh Fleming, VP Marketing, Bank Iowa

This program is subject to change. Please bookmark this page to check for continuing updates. Read ABA Conference and School Policies to help answer additional questions.

Program | Bank Marketing Conference