Customers are overwhelmed and selective with their attention. Marketers only get a few chances to show up in ways that feel relevant, helpful, and worth engaging with. To grow lifetime value and create true brand fans, they need to design consistent, behavior-led experiences without constraints. That’s hard in any organization, and even harder in global, multi-brand, highly regulated environments. In this session, you’ll learn how a multi-brand financial services company serving millions of customers builds smart, data-driven customer marketing across their brands. You’ll see how marketing and data teams partner to turn fragmented signals into connected journeys that drive repeat usage, cross-sell, and advocacy, all while navigating the realities of financial services regulation and multiple brands worldwide. Key takeaways: - Spot the markers of siloed, reactive customer marketing and learn how to reframe your programs around more impactful lifecycle outcomes - Discover the data and technology foundations that let your business users self-serve regardless of team silos or technical ability, scale personalized journeys, and clearly tie your work to revenue and retention. - Understand the culture shifts, operating rhythms, and team structures that unlock cross-functional collaboration, enabling truly unified customer experiences that systematically create champions for your brand.