[WEBINAR RECORDING] Thursday, 6/28/22: Zero to Hero: Starting and Scaling a Personalization Program, Presented by: Heather Adkins, City National Bank SVP, Marketing Technology Manager and Kaitlin White, Adobe Product Marketing Manager
Presented by: Kaitlin White, Adobe Target Product Marketing Manager (aka @kaitlinwhite) and Heather Adkins, City National Bank SVP, Marketing Technology Manager
Date: Thursday June 28th, 2022
It takes hard work and strategic planning to build up your personalization program and go from zero to hero, but the effort is well-worth the results. Ready to level-up your personalization program, or maybe you’re not sure where to start? Don’t fret — we’re bringing in industry expert Heather K. Adkins of City National Bank to share the winning strategies she’s used to build and scale their optimization program from 15 to 102 activities and increase conversions by 104% in just two years.
Join us to hear about:
Establishing a culture of optimization at your organization
Building a scalable program (even if resources are limited)
Choosing which Adobe Target capabilities to start with and how to increase your adoption over time
Important lessons learned and tips to help you become your team’s personalization hero
Kaitlin focuses on helping businesses deliver extraordinary digital experiences through personalization with Adobe Target. Her career has centered around helping companies understand the value of their data and how to turn those insights into action that can lead to remarkable business outcomes and customer experiences.
Heather Adkins, City National Bank SVP, Marketing Technology Manager Heather has over 20 years of experience in leading marketing and technology strategies that achieve objectives and accelerate growth. Heather and her team are responsible for City National Bank’s digital optimization program, in addition to managing campaign strategy, audiences, leads, and analytics. Heather also oversees several Adobe Experience Cloud solutions, including Adobe Target, Adobe Audience Manager, Adobe Analytics, AEM Assets and Adobe Advertising Cloud. Heather joined City National Bank in 2018.
Prior to joining City National, she was a marketing consultant working with clients such as Google and Capital Group. Earlier in her career, she served as Vice President responsible for digital marketing technology with Transamerica. She holds a bachelor’s degree in business administration from the University of California, Berkeley.