Emily is a strategic marketing professional with 12+ years’ experience in the financial services industry. Starting her career in the insurance sector in Australia then moving to the UK and gaining experience in the pensions industry before moving into asset management in 2013. Emily has proven experience in developing strategic plans across the institutional, intermediary and direct client segments and combines her investment knowledge with strategic thinking, leadership, planning and execution to deliver omni-channel campaigns and projects. Emily is motivated by developing marketing strategies that align client outcomes while driving business strategy. Emily has been the recipient of the Rising Star in Financial Marketing Award from the Gramercy Institute as well as the FSF Marketing Award for the most effective business to business campaign in 2018. Emily is currently a part of the Marketing Leaders in Fund Management program and is completing her certificate in ESG Investing.

Claire Barker is the Global marketing & communications director for Brooks Macdonald with a successful track record implementing innovative strategic programs. Her previous experience includes global communications roles at CPA Global and LexisNexis.

Colin is currently Head of Digital Distribution at GAM Investments and has had a broad career focusing on client experience, service, delivery and innovation across sales, marketing, operations and technology. Colin has spent over 25 years leading and building successful teams delivering complex change and distinctive services globally for asset management, wealth management and private label businesses. Colin co-authored ‘The WealthTech Book’ and also serves on the Investment Association’s Fintech Advisory Panel, the Investment Association Technology Forum and mentors for the NatWest Start-up Accelerator. Originally an Engineering and Business Management graduate from Surrey University, his demanding business roles have led him to become a Chartered IT Professional and he is currently applying for fellowship status at the Chartered Institute of Marketing. He is a graduate from MIT’s certificate in Fintech: Future of Commerce and recently awarded an executive diploma in Digital Leadership from Warwick Business School.

Mark is currently the Chief Marketing Officer of Yorkshire Building Society, with over 19 years' experience in leading marketing teams and functions. He has led within global blue-chip organisations (Barclays), mid-market corps and FinTech start-ups and has a track-record of delivering successful digital transformation and marketing innovation. He is passionate about making a genuine difference for Customers, Clients and Companies and this inspiration and focus made him a deserving winner of 'UK Marketer of the Year'  at the Financial Services Forum Marketing Effectiveness Awards back in 2017.

Jamie heads up the Communications & Marketing team, responsible for shaping and delivering internal and external marketing communications for Business Banking Switch. Business Banking Switch is an incentivised switching scheme set up to reward eligible customers who switch their business current accounts to one of the participating banks. The team also carry out Customer Insight and Data & Analytics to shape activity and liaise with external influencers, such as industry bodies, to promote the scheme. Jamie joined NatWest Group in 2016 with extensive PR and Financial Services experience including 13 years at BNY Mellon.

Jet has B2B and B2C Marketing Director experience with 25+ years in telecoms, banking, asset management and charity, during periods of market disruption due to technology or market regulation. Currently Head of Marketing for End Investor at Fidelity, she has held positions in a number of FS brands including Blackrock, Barclays and Aviva. Jet judged the FSF Marketing Effectiveness Awards previously and returns to find the next winners for 2021.

David has been Managing Director of The Financial Services Forum and judged these awards since January 2013, heading up P&L and business planning with ultimate responsibility for ensuring the continued delivery of a great member experience. The FS Forum is a high quality professional network offering senior marketers access to thought leadership and educational content covering all aspects of FS marketing, across all sectors of the industry. The Financial Services Forum was acquired by Incisive Media in March 2019. Prior to joining the Financial Services Forum, David was Group Publisher of the Financial Division at Centaur Communications, responsible for setting the strategic direction with overall commercial, editorial and sales responsibility for titles including Money Marketing, Fund Strategy, Mortgage Strategy and Corporate Advisor.

Justin Deaville is MD at Receptional, a specialist digital marketing agency. In recent years Receptional has won many industry awards, including ‘Most Effective Direct and Digital Marketing’ award at the Financial Services Forum Awards, 2019. The agency is a Google Premium Partner - clients include Aviva, Freshfields, Trustnet, Basware and Liberis. Justin has a wealth of marketing knowledge with an impressive track record of improving brand awareness and gaining insights.

Jessica looks after Brand at OSB Group as well as leading the Marketing team for the Savings business. She has previously worked for the Post Office, Sky and Direct Line Group with vast experience in Brand, Strategy and Communications.

Mark started his Marketing career in Mars Inc and for 10 years worked on a number of their global brands across sectors and geographies. Subsequently Mark worked at 118118 and then HSBC. He joined Direct Line Group in 2012 in the build up to an IPO process and in the past 8 years has overseen the transformation of DLG's brands and marketing approach, including the multi-award winning reinvigoration of the flagship Direct Line brand. Mark joined the DLG Executive Committee in 2019. Mark is a Fellow of the Marketing Society and was voted the Financial Services Forum Marketer of the Year in 2015 and the Marketing Society Marketing Leader of the Year in 2018. He has since been on the Marketing Effectiveness judging panel for a number of years.

Kathryn has over 16 years marketing communications experience in Financial Services, working across both promotional and mandatory & regulatory activity. From key business projects to highly complex campaigns. With multi-channel experience in a cross section of product areas, both UK and International. Within Financial Services she has also worked on transformation projects, working collaboratively to design and implement initiatives to drive operational effectiveness and efficiency. And worked on secondment with the Group’s Corporate Affairs Office, to bring local businesses and community organisations together for their mutual benefit. Kathryn also brings experience from working in FMCG, publishing and the charity sector.

A returning FSF judge for 2021, Annmarie is a Lecturer for Cranfield School of Management. She has been an advisor in digital marketing and social media management for over 20 years. Holding expertise in strategic digital marketing and the business management and delivery of social media. Sharing the knowledge via teaching, training and writing. Have acted as a trustee on several boards, providing guidance on digital marketing as well as reputational and wider risk factors.

Sue is Financial Services Forum 2019 Marketer of the Year at the Marketing Effectiveness Awards and currently Marketing Director for AIG Life. In 2019, AIG launched its Health and Wellbeing offering, Smart Health. Often seen as a ‘tick box’ add-on, Sue’s mission has been to demonstrate the commercial return on non-contractual benefits – disrupting adviser inertia and engaging customers along the way. With intelligent use of research, she put the customer at the centre of proposition design and campaign messaging. Bold, human, creative from the in-house team broke through the FS sea of sameness. Then the new brand launched across five audience segments - on zero campaign budget. When the UK went into lockdown the suite of telehealth services were suddenly more valuable than anyone could have predicted. Sue’s B2B marketing challenge now was to reach the end customer. The solution appears deceptively simple, and like many great ideas, is obvious once it exists.

Another returning judge for 2021 Marketing Effectiveness Awards. With over 15 years experience creating content consumers relate to, Mark is currently Specialist Content Director at Teamspirit, the UK’s leading fully integrated communications agency, specialising in financial and professional services. 

Vincent is current the COO and Chief Strategist at Fundamental Media. He is a certified strategist, expert marketing professional, and founder and managing director of a boutique research and strategy consultancy firm, Hooplot Associates. He holds a MSc in business administration from the Rotterdam School of Management/Erasmus University. Before starting his own firm he worked for more than 20 year in senior management positions in the global financial services industry. He has held positions like Senior Vice President, CMO and Managing Director and sat on many Executive Boards & Committees, Product Quality Boards & Branding Boards.

Raj is 2020's Marketing Effectiveness Awards winner of Marketer of the Year. He is a global business leader with 20 years in marketing, delivering results across the UK, Europe, Asia and North America. Previous to his global role at Aviva, he worked for Experian. He is a firm believer that brand and communications must work together, for a company’s brand is built not just by words but on actions that build an emotional connection with its customers. In the past couple of years, he has driven customer centric action within Aviva, leading to a measurably better customer experience across all channels, a reduction in complaints and increased trustworthiness of the Aviva brand. He strongly believes in diversity and inclusion and for Aviva to be representative of the customers it serves. He has worked closely with the UK government’s “Hampton- Alexander” review on gender balance in business and promotes ethnic diversity in and outside the workplace.

Jasper is CMO at PensionBee, working with the Acquisition, Brand and Product teams on creating UK's most loved pension company. He is a marketing professional with 15 years of marketing experience client side. Building financial brands is hard. Challenge accepted. Jasper is a speaker at various industry events and won multiple marketing awards.

Steph leads the Qualitative team for Financial Services at Ipsos. Over the last decade she has developed a deep understanding of consumers’ financial lives and is well versed in carrying out research across a range of financial products and issues. Steph also jointly leads our Diversity & Inclusion work here at Ipsos.

Eleanor is Brand & Marketing Lead at Tred, a sustainable fintech that’s launching their green debit card later this year. Previously she worked as an advertising and brand strategist for 5 years, advising clients including HSBC, Nestle and UN Women.

Kerry Nelson has over 29 years’ experience in UK financial services covering financial advice, sales, management, PR and communications. She has worked with some of the biggest names in UK retail financial services including Barclays, HSBC, Bates and The Money Portal, as both an adviser and in a corporate communications role. As a result she has built a strong reputation among key industry figures and journalists and is often quoted national press, radio and television and in industry publications as well. Kerry is known for challenging the status quo and arguing for higher standards across financial services while placing treating customers fairly at the heart of what she does in her own firm while ensuring a better and more transparent service for her clients.

Malcolm is one of the Marketing Effectiveness awards founders going back 20 years! He has built his entire career on marketing with broad experience of senior management and marketing in financial services and consumer goods, in line roles, as a consultant and as an editor and published author.

Another of the FSF's Special Interest Group members, Jane has worked in financial services for more than 30 years. She is passionate about marketing, client-centric change, personal development and building strong teams. Jane enjoyed a successful career at Barclays over 22 years, undertaking a wide variety of roles ranging from client-facing Small Business Manager to Marketing Director of Premier Banking. Over the last 20 years, Jane has covered all the marketing disciplines. After an interim spell at HomeServe, she led the customer experience agenda at Skandia before moving to Duncan Lawrie Private Bank. Jane was their first female Executive Board Director before becoming Group Marketing Executive at their parent company, Camellia Plc. This extended her marketing remit across the group, including the tea business in India. Since 2015, Jane has been Head of Marketing and Communications at Canaccord Genuity Wealth Management. Now a top ten independent UK wealth manager, the firm looks after c£27bn AuM and 26,000 clients. As a member of the Executive Committee, Jane’s challenge is to raise brand awareness and drive a client-led strategy.

Now CMO of Aplan Insurance, Alastair has been a marketer his entire career, his experience spans many sectors including finance, motoring services and telecommunications. Alastair has held a variety of senior marketing roles, previously Global Marketing Director at HomeServe, Marketing Director at The Cooperative Bank, and the Head of Brands & Marketing at Nationwide Building Society, the world’s largest building society where he was the architect of the “On your Side” Brand positioning. Earlier in this career, Alastair had the role of Marketing Director for RAC – focusing on revitalising the brand with a marketing strategy to make the brand a serious challenger in the sector. Alastair has also worked on a number of recognisable brands with successful roles at; NatWest, AA, Goldfish and Vodafone. It was when he joined Virgin Money he developed a passion for all things digital.

Hazel is the founder of Merakiting, a consultancy that helps companies solve problems, find opportunities and future-proof their business strategies by delivering commercially driven customer-focused business, marketing and communications programmes, at both a global and local level. She is one of the FSF's Special Interest Group members and an experienced FS marketer, having previously held roles at AXA and Blackrock. 

An internationally recognised HR Director, Diversity & Inclusion (D&I) and Wellbeing thought leader whose achievements were recognised in the 2020 Insurance Business Global 100 influential people for creating inclusive workplace cultures. Winner of “Ambassador of the year’ 2020 Women in Finance Awards. Highly Commended for Diversity Champion of the Year 2020 - Financial Adviser Diversity in Finance Awards. Tali is a member of the advisory board for several diversity and inclusion organisations ranging from age diversity and mental health.

Daniela is Head of Policy Research at the Pensions Policy Institute (PPI), and leads the Policy Research team. She has a wealth of experience in conducting quantitative and qualitative research into all aspects of state and private pensions policy, writing articles for journals and national press, and presenting to a variety of domestic and international audiences, including radio and television appearances. Daniela originally joined the PPI in 2008 and took a short break in 2012 to work as a Committee Specialist for the Work and Pensions Select Committee. Prior to working in research and policy Daniela was a social worker with vulnerable adults and children. Daniela has an MSc in Social Policy and Planning from the London School of Economics.

Dominic heads up digital experience for BNY Mellon Investment Management. He is responsible for building out the digital experience across BNY Mellon’s digital assets, including: websites; email programmes and social media. He partners closely with the distribution and technology teams to ensure that the MarTech capability enables this strategy. Prior to this, Dominic was head of Digital and Direct Marketing at BlackRock (EMEA) for 7 ½ years where he oversaw all aspects of digital marketing across the iShares, Retail and Institutional businesses. More recently Dominic was at M&G as head of Digital, where he was responsible for driving digital marketing strategy and building out the digital capability and experience.

With over 2 decades in the industry, Paul is highly experienced in business management, client development and agency growth, with a track record in taking agencies and clients in new strategic directions, embracing emerging technologies and skillsets and developing new working models and frameworks. In addition to extensive board level agency experience, he also has exposure to sectors including: FMCG, Financial services, Technology, Alcoholic beverages, Luxury, Retail and Travel and has worked with brands ranging from Prudential, P&O and GSK to Ferrari, HM Government and Apple. He’s driven by business and digital transformation, centred around people and the opportunity to create seamless and connected experiences that put the customer in control.

Flora heads up Ipsos MORI’s Financial Research Survey (FRS), the largest and longest financial research survey in GB (since 1977). The FRS is a multi-client programme that is subscribed to by most of the UK’s major providers of financial services. Flora has over 20 years market research experience, within the FS Industry. Prior to leading the FRS, she held a number of roles having worked both agency and client side for Santander, BDRC, SR-B and management consulting firm NMG.

Patrick is CEO of Planet Payment, a digital payments company that specialises in tourist VAT refunds, dynamic currency conversion and payment processing. Its main VAT refund brand is Planet Tax Free which is the 2nd largest tourist tax refund company in the world. Prior to this he has worked in various senior marketing roles within Bank of Ireland and the Post Office. Patrick has judged the Marketing Effectiveness Awards for a couple of years so knows how hard these awards are to win!