AI, marketing, and the human connection: Laura Sullivan Ethridge joins Zennify as advisor

Helping organizations embrace human-centric innovation 

For Laura, marketing isn’t just about campaigns. It’s about using technology to connect with people in more meaningful ways, improve the user experience, and change habits for the better.  

“My very first job in financial services was helping people see the value of using their American Express card at the grocery store instead of writing a check. That same year, online shopping took off—suddenly marketers had to understand a brand-new digital channel. Change like that is never simple,” Laura explained. “You have to think about why it matters to the consumer, what the experience feels like, how to activate the right data, what tech is needed to support it, how it impacts the teams delivering it, and how to communicate across all of it.” 

Over the years, Laura has led through change. From guiding a U.S. marketing team through publishing’s digital shift to helping commercial banking and wealth teams turn thought leadership into leads through social media and live events. Now, the next frontier is AI and data—helping financial institutions use technology to deepen human connection, not replace it.

That philosophy led Laura to champion Salesforce Data Cloud and AI at her last organization, where she served as executive sponsor for marketing transformation efforts. She believes that while Data Cloud and AI is revolutionizing financial services, many organizations are struggling to implement it in a way that feels natural, human, and customer-centric.

“Financial institutions don’t just need a tech vendor, they need a partner who can act as a therapist, coach, architect, and builder,” she explained. “You have to understand the culture, simplify complexity, articulate the ‘so what’ for the executives, front lines, and the marketers. You need to make AI and data work for the business, not the other way around. That’s what drew me to Zennify.”

Zennify’s ability to bridge the gap between technology, smart user experience, and real business outcomes is what excites Laura most. She sees an opportunity to help banks and credit unions make AI practical, actionable, and effective.

Marketing leaders at an inflection point

Laura believes financial services marketing is facing one of the biggest transitions in decades.

“Marketing is changing, fast. Even more so than in the late ‘90s when we first moved from traditional media to digital,” she said. “Back then, people were applying old strategies to new channels, stumbling and wasting money. AI and data transformation is happening lightning times faster and financial institutions can’t afford to get left behind.”

She sees two types of marketing leaders in financial services today:

• Those excited and ready to lead the charge.
• Those overwhelmed and hesitant to let go of old ways.

“There’s an opportunity for marketers to be the innovation engine of their organizations,” Laura explained. “Banks and credit unions that embrace emerging technology now will have a competitive advantage in customer engagement, personalization, and efficiency.”

With long-standing banking executives retiring and a younger generation rising, the industry is at a crossroads. The financial institutions that adapt will be the ones that thrive.

Beyond the boardroom: A passion for people, service, and storytelling

When Laura isn’t driving marketing innovation, she’s often by the water, walking the coast, or volunteering in her community to support small businesses.

“If there’s salty water and a bustling harbor, I’m home,” she laughed. “From New Orleans and the Mississippi Coast to New York and San Francisco, and my roots in Massachusetts and Washington, DC,  I’ve always been drawn to dynamic places and situations—I’m energized by navigating changing tides.”

Laura, a dedicated stepmom, AmeriCorps alum, and wife of a retired Navy Captain brings a deep and enduring commitment to service and leadership. She also finds joy in storytelling, having recently written a children’s book about moving through life’s transitions and keeping the wisdom of past generations alive.

Much like her book, Laura’s work in marketing has always been about helping people navigate change. Now, she’s applying that same mindset to helping financial institutions adapt to AI, data, and the next wave of innovation.