NetFinance 2014 (past event)

27 - 29 April, 2014

 Microsoft , Singapore, FL


Martha Acworth

Salem Five Bank
Martha Acworth currently serves at Chief Marketing Officer for Salem Five Bank, a $3.3 billion community bank in the Greater Boston region. Since joining the bank in 2008, Ms. Acworth has overseen a comprehensive brand repositioning and manages marketing, PR, and an evolving brand platform across delivery channels and business lines. Acworth also oversees the Salem Five Charitable Foundation.

Ms. Acworth joined Salem Five from KeyCorp, a $90 billion financial services firm. She began as a Field Marketing Manager for the Vermont, New Hampshire, and Maine districts, and then became Field Marketing Director for the corporate and investment bank, serving teams in  Boston, New York, Chicago, Dallas, Houston and San Francisco.

Prior to KeyCorp, Acworth spent several years with the Pyramid Companies, the largest retail developer in the Northeast. She served as Director of Marketing and Sales for several super-regional shopping centers, and as a Development Project Manager

Martha spent the earliest part of her career in sports marketing with the Olympic Authority in Lake Placid, NY, and the US Olympic Committee in Lake Placid and Park City, Utah, as Advertising and Promotions Manager, and then Corporate Affairs Manager,

Ms. Acworth serves on the board of Girls Inc. of Lynn, and is a “Big Sister”. She also serves as Chair of the Greater Boston Chamber’s Women’s Network Advisory Board, and is a graduate of their Boston Future Leaders program. Acworth serves as Board Director and Vice Chair of the Reiss Foundation, which operates leadership camps in Lake Placid, NY for underprivileged inner-city youth. A graduate of Fordham University in New York, she resides in Boston with her husband and two young sons.

09:35 Multi-Channel Branding: Integrating Website, Social and Branch Experience Across Virtual and Physical Delivery

Why Did Financial Brand Rank Salem Five Bank’s Website #1 In The Industry? A community bank in the Boston region topping a list full of national and global players? Because they listen, to
the needs and wants, likes and dislikes, of their target customers. Deep client insights have informed not just website design, and a social media presence, but the design of the branch experience as well, including a new boutique banking model. A holistic brand experience across convergent brand channels is essential to make the connection between the virtual and bricks and mortar experience. This session will address:

• Informed strategy in content and design - an affordable approach including competitive audits, user experience testing, and “listening posts”
• Continuous optimization - using data and analytics, practice and procedure, to draw valuable insights that help evolve your web site, and your brand, daily.
• Powerful branding opportunities across channels - from web tools like Live Chat and video content, to social media promotions, to distinctive community engagement and the critical store experience.

Check out the incredible speaker line-up to see who will be joining Martha.

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