APAC Symposium Must-Attend: HCF’s Jenny Williams

While financial services companies are not always thought of as digital experience leaders, HCF CMO Jenny Williams is out to change that.

While financial services companies are not always thought of as digital experience leaders, Jenny Williams is out to change that. The chief marketing officer of The Hospitals Contribution Fund of Australia (HCF), one of Australia’s largest combined health and life insurance organizations, is quite proud of her work creating a strong technological foundation for her business. And she is coming to Adobe Symposium 2017, May 23 to 24, in Sydney, to talk about it during the Wednesday afternoon “Owned Media Platforms—Building the Foundation” track.

Last year, HCF invested a great deal of time and money in a technology foundation designed to power the business into the future. With that foundation now fully realised, according to Williams, she and her team plan to leverage this platform to challenge industry norms.

Of particular interest in this session will be William’s discussion on how HCF is practicing “growth hacking.” Growth hacking is the recently emerged process of rapid experimentation across marketing channels to identify the most effective and efficient ways to grow a business. It’s a structured approach for trialing conventional and unconventional marketing experiments that lead to business growth.

Among the insights Williams will share in this session also include how the HCF team is changing the ways it works, how it chooses where to experiment, and how it fosters collaborative experiment design to ensure fast-paced delivery.

CMO.com will be there to cover the discussion, of course, but if you are planning to attend Symposium—a true experience—sign up to attend this session, “HCF’s Approach to Agile Marketing in a Fast-Moving Industry,” now. It’s going to be a good one.