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Vertical: Finance

The Verticals: Finance - Nov. 1, 2018 

Location: Helen Mills, 137-139 West 26th Street, NYC

Time: 8:30-10:30am

How are brands navigating the cultural shift in personal finance?

Financial advertisers are facing consumer behavior changes including the evolving mobile habits of younger audiences. Additionally, the financial services space is challenged by disruption from cryptocurrency, other platforms and technology. Emerging technologies like AI and blockchain will transform the future of banking.

This panel will discuss why advertising is an important asset in addressing some of the major cultural shifts financial brands face. Specifically, our panel will communicate how they are confronting the shift in mobile trends, by reducing friction on the path to conversion and using creative that enhances engagement to drive success.

Industry Overview 

  • Julie Hyman, Anchor, Yahoo Finance, Yahoo!

Panel Discussion Moderated By:

  • John Piontowski, VP, Industry Leader-Financial Services, Oath


  • Amber Cacali, Director, NA Global Shopping and Strategic Partnerships, PayPal
  • Katrina Craigwell, Head of Marketing, Finn by Chase
  • Lauren RadcliffeVice President of Marketing, Media and Acquisition, E*TRADE
  • Tatyana Zlotsky, Vice President and General Manager of Marketing and Global Digital Innovation for Global Commercial Services, American Express

A special thanks to our sponsor below!


Katrina Craigwell, Head of Marketing, Finn by Chase

Katrina Craigwell is Executive Director and Head of Marketing for Finn by Chase, JPMorgan Chase’s (JPMC) all mobile bank designed to help customers save and spend smarter.

Prior to JPMC, Craigwell spent seven years at General Electric (GE). Her work included leading brand and demand generation marketing for GE Digital, and spearheading brand content programs across Instagram, YouTube, and virtual reality platforms for GE Corporate.

Prior to GE, she was Associate Director at social media agency Attention, working with clients including CNN, HLN, WE tv, A&E and The Guardian. Craigwell began her career in public relations at the Independent Film Channel, working on some of IFC’s first social media campaigns.

Craigwell was awarded The Advertising Club of New York’s Young Pro honor in 2016. She has been named to Digiday’s Changemakers in 2017, Adweek’s Most Influential Women in Marketing and Media, Young Influentials and Creative 100 from 2015 to 2016, Forbes’ 30 Under 30 in Marketing & Advertising in 2014, and AdAge’s Creativity 50 in 2012.



John Piontowski, VP, Industry Leader-Financial Services, Oath

With more than 28 years of professional sales and sales management experience in technology and digital media, John Piontkowski is the Vice President Industry Leader – Finance vertical for the US at Oath.

John is responsible for leading a national field sales advertising team consisting of managers and sellers focused on the top Financial Services companies in the US.  His team of sales professionals sell all aspects of Oath’s solutions to accounts such as American Express, Bank of America, E*Trade, Fidelity, Progressive Insurance, Geico and Farmers Insurance among others.

Prior to joining Oath, John spent more than 13 years at the Microsoft Corporation.  John held multiple roles including his last 3 years as General Manager for the East Region sales and service organization.  Additionally, John has several years of experience in the technology industry leading teams selling enterprise solutions for ecommerce, infrastructure and application development.

John holds a Bachelor of Science in Business Administration from Villanova University and resides in Connecticut with his wife and two children.

Lauren RadcliffeVice President of Marketing, Media and Acquisition, E*TRADE

As Vice President of Marketing, Lauren Radcliffe is responsible for driving the media, acquisition strategy, and analytics functions for E*TRADE Financial.

Under Ms. Radcliffe’s stewardship, the marketing team has helped E*TRADE return to its iconic roots as the home for digitally-inclined investors and traders, while reshaping and modernizing its communications strategy.

Ms. Radcliffe has extensive experience in marketing roles across client, publisher, and agency positions. Prior to E*TRADE, she served as Vice President of Client Solutions at NBCUniversal.  She started her career at Deutsch advertising in New York, after which she spent nearly a decade growing some of the most beloved beverage brands at Dr Pepper Snapple Group.

Lauren earned her BS in Marketing from Rutgers business school in New Brunswick, New Jersey. She is an active member across the marketing industry with the Association of National Advertisers and Mobile Marketing Association.

Tatyana ZlotskyVice President and General Manager of Marketing and Global Digital Innovation for Global Commercial Services, American Express

Tatyana Zlotsky is a visionary and entrepreneurial digital marketing executive, brand builder, and industry thought leader with experience in driving transformational change and redefining user experiences for Fortune 100 companies and start-ups. She has a reputation for championing the art and science of marketing - from strategic branding and creative development to data and technology - translating high brand value into tangible revenue generating activities.

In her current role as Vice President and General Manager of Marketing and Global Digital Innovation for Global Commercial Services at American Express, she is leading a global team with a focus on Customer Experience, Digital Transformation and Business Development.

Tatyana is well-known on the speaker’s circuit having presented at the ANA Digital Conference, AdExchanger's PROGRAMMATIC I/O,  and Google’s Women’s Leadership Event, among others.

Tatyana was recently named by Business Insider as one of the Top 30 Most Powerful Women in Mobile Advertising.  She also received the Women’s Leadership Award by the Makers Organization and Chairman’s Award for Innovation by American Express. She is a board member of the Mobile Marketing Association and the IAB Executive Education Advisory, and a Brand Council Member of the Digital Ascendant.  She currently lives in Hoboken, NJ with her husband and their two sons.


8:30-9:00am Networking Breakfast

9:00-10:15am Program Including:

    • Industry Overview by Julie Hyman, Anchor, Yahoo Finance, Yahoo!

    • Panel Discussion moderated by John Piontowski, VP, Industry Leader-Financial Services, Oath


    • Amber Cacali, Director, NA Global Shopping and Strategic Partnerships, PayPal
    • Katrina Craigwell, Head of Marketing, Finn by Chase
    • Lauren RadcliffeVice President of Marketing, Media and Acquisition, E*TRADE
    • Tatyana Zlotsky, Vice President and General Manager of Marketing and Global Digital Innovation for Global Commercial Services, American Express

    Q&A with Audience

10:30am Program Close

The Vertical Series: Finance is SOLD OUT!

Don't forget to register for the last session of the year on CPY, Retail, and Tech coming up on 11/13. 

Click Here To Register For The CPG, Retail and Tech Vertical!


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      Oath Inc. is a subsidiary of Verizon Communications that serves as the umbrella company of its digital content subdivisions, including AOL and Yahoo!.



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