Conference Presentations

How a Segmentation Refresh Ignited Brand Growth

How a Segmentation refresh Ignited Brand Growth

We’re excited to be teaming up with Brighthouse Financial to talk about refreshing a segmentation to ignite brand growth. 

Join us
Thursday, November 2
from 12:15 – 12:45 pm CST

Live at the
Corporate Researchers Conference
in Chicago

What We’re Sharing

Brighthouse Financial (BHF) was seeing significant market shifts. COVID brought with it new ways of thinking about saving and investing, the investment landscape had become more multicultural, Gen X’ers began to enter retirement, and the traditional definition of affluence was evolving. There was a need to rethink the segments they’d been using to better address today’s market. In our session, BHF and Vital Findings will share the approach we used to refresh a segmentation, and embed it within the organization quickly, all while future-proofing it for continued evolution and growth.

In our session you’ll learn:

  • How to evolve your segments as the market shifts
  • How to make sure your segments are inclusive
  • How to seamlessly involve stakeholders from start to finish
  • How to identify future segments to fuel growth strategies 
  • How to evangelize the new segments to ensure quick adoption

Who’s Presenting

Beth O'Shaughnessy

Beth O’Shaughnessy
SVP Client Development at Vital Findings

As a key member of Vital Findings’ leadership team, Beth oversees client relationship development and expansion. From the first engagement onward, her primary focus is to ensure every client receives strong partnership paired with thoughtful research and activation programs.  

With more than two decades of experience and well-versed in the latest research techniques, Beth consults a wide array of clients from Fortune 500 companies to entrepreneurial start-ups which span industries such as tech, entertainment, fitness, lifestyle, insurance, financial services, and CPG. Her specialties include product and creative development, brand strategy, segmentation and organizational activation, white space and futuring.

In her free time, Beth is a passionate runner and yogi, who enjoys reading, traveling and trying out new restaurants (when she’s not chasing after 3 kids).  

Kate Sepp

Kate Sepp
Director of Strategic Market Insights at Brighthouse Financial

Kate oversees Brighthouse Financial’s market research organization, including the Brand, Experience, Product Development and Employee Listening research teams. Kate is focused on developing strategies to bring the voice of the advisor, consumer, and employee to the forefront wherever a decision is being made. 

With 20 years of experience in the financial services industry, Kate has spent the past 15 years of her career in marketing and strategy roles at MetLife, then Brighthouse Financial. In 2016, Kate led the research for the launch of the Brighthouse Financial brand, influencing the look, feel and go-to-market strategy of what would become a thriving Fortune 500 company. In prior roles, Kate served in various capacities throughout marketing, including leading product launches, providing marketing support to key distribution partners and leading content strategy and development for retirement education initiatives.

Despite being a lifelong New Yorker at heart, Kate currently resides in the beautiful Blue Ridge Mountains of North Carolina.

We hope to see you there! 

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