Fraser Mackay

VP eChannels Delivery
CIBC

Fraser Mackay is Vice President of Self Service Projects, Operations and Support, CIBC Business Support & Strategic Initiatives, where he leads a large multi-disciplinary team responsible for delivery and operational support of CIBC’s digital properties including websites, online banking, mobile banking and ABMs. Since joining CIBC in 2002, Mr. Mackay has led organizational change to create the first Brokerage Technology and Internet Channel teams, launched the first iPhone banking app in Canada, mobile payments and remote cheque deposit, and gained industry recognition and awards for CIBC and President’s Choice Financial including Best Global Mobile Banking, Best Consumer Internet Bank and Best Canadian Public Site. Mr. Mackay has also held leadership roles combining business and technology at BMO Nesbitt Burns, Merrill Lynch Canada and ICL/Fujitsu Financial Services, where he implemented solutions for HSBC, ABN Amro, CGD Bank of Portugal and Barclays. Mr. Mackay is Co-chair of CIBC’s United Way Campaign and is also actively involved in his community as a fundraiser for the Ontario March of Dimes and as a volunteer head coach for a youth soccer team. Mr. Mackay holds a B.Sc. (Hons) in Mathematics and Computing and an HNC Certificate in Electronic and Electrical Engineering (UK).

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

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Day 3

Saturday, July 5th, 2014

15:25 Panel Discussion: Mobile Applications—Is The Return on Engagement Justifying The ROI?

Mobile has become a primary way for your consumer to search and research your brand’s product during their free time, and even in your store. As such, mobile commerce, or mCommerce, is now a necessity for your marketing mix—but in which way should you execute your mobile strategy? Is an app better for you to entertain and educate the consumer versus a mobile-optimized site? This panel of experts demonstrates their successes and challenges with mobile applications and the future of mCommerce:
• Analyzing the expense of building an application and how to justify the time and cost
• Abstracting which aspects of eCommerce site are to be duplicated onto an app, and that the information is authentic and engaging
• App content creation debate: have targeted experiences or one branded app?
• In-store apps: the changing face of “clientelling”