There are a myriad of marketing tools available, but which ones are being deployed in the investment management space? Cutter Consultants provide an overview of the vendor landscape, highlighting some of the tools being leveraged in the industry and CutterResearch members share how their firms are designing an ecosystem of tools and data to facilitate their marketing efforts.
John Refford joined Cutter Associates in 2018 as a consultant in the client-facing practice. John brings deep expertise in digital marketing technology within the financial services industry. Prior to joining Cutter, John spent 20 years at Natixis Investment Managers, most recently as Senior Vice President, Marketing Technology. There, John led the effort to digitize and modernize the firm’s marketing strategy by launching new digital capabilities and marketing channels. He pioneered the firm’s social media and lead generation programs focused on building brand awareness and driving advisor engagement. Prior to joining marketing at Natixis, John spent 12 years in IT, where he was responsible for the firm’s system, network, and security for global offices. John was a member of the Investment Management Education Alliance and served as a Digital Council board member from 2015 to 2017. A recognized leader in digital strategies, John has presented numerous times at industry events on digital marketing topics. He holds a bachelor of science in computer science from Fitchburg State College, a graduate certificate in technology management from Worcester Polytechnic Institute, and an MBA from Babson College.
Linda Bertone brings more than 25 years of experience in relationship management, consulting services, and organizational leadership in both the asset management community and investment software industry. She joined Cutter Associates in 2011 and is responsible for relationship management and for planning and facilitating our member meetings and events. She coordinates and moderates all CutterCasts, our regular member webcasts. Prior to joining Cutter Associates, Linda spent five years as a Project and Program Manager on the Enterprise Data Management team of Pioneer Investments. She also held roles as vice president of client and professional services for Thomson Investment Software, Linedata Services, and Advent Software. Linda holds a B.S. in Mathematics from Tufts University and is a certified Project Management Professional (PMP).
In her role as Director of Marketing Technology at Janus Henderson Investors, Megan Michuda researches, develops, and implements technologies supporting marketing teams. Megan has served Janus Henderson in a variety of digital marketing roles over the past seven years, partnering closely with marketing, IT and BI to advance the firm’s capabilities in analytics, web experience, operations, and marketing automation. In 2018, Megan’s team won a Stackie Award at Scott Brinker’s annual MarTech Conference, honoring noteworthy marketing stacks across the MarTech industry. Prior to joining Janus Henderson, Megan worked in product marketing for the DISH Network. Megan earned her Master of Science degree in information and communication technology, with a specialization in technology management from the University of Denver. She received her Bachelor of Arts degree in history from Brown University.
Dominic Traynor recently joined BNY Mellon’s Investment Management business as Global Head of Digital Experience. He is responsible for building out the digital experience across BNY Mellon’s digital assets, including websites, email programs, and social media. He partners closely with the distribution and technology teams to ensure that the MarTech capability enables this strategy. Previously, Dominic served as 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 for building out digital capability and experience.
Jay Wightman has built his career at the intersection of business, digital innovation, and end-user experience. As an innovator and entrepreneur, Jay has been a founding member of several Boston-based startups focused on the defining challenges of our time: scaling business models over the web, rethinking legacy offerings with a focus on digital experience, and transforming marketing organizations through web, mobile, and cloud technologies. Jay brings this expertise and his experience managing cross-functional teams to his role as Head of Digital Experience at John Hancock investments, where he is responsible for driving digital transformation.