Leadership Archives - Intention.ly

Intention.ly

Designed Marketing Engine

Role: Leadership

Kelly Waltrich

For over 15 years, Intention.ly Co-founder Kelly Waltrich has been championing the role of marketing in the financial services industry. As former Chief Marketing Officer at eMoney Advisor and Orion Advisor Solutions, she proved time and again that there is no better driver of an organization’s growth and overall success than a well-run marketing and communications team. At eMoney and Orion, Waltrich built powerhouse marketing teams from the ground up, developing the engines that would fuel the highest periods of growth for both companies.

She designed the strategy behind several successful rebrands, acquisitions, and product launches—including spearheading the development of two advisor marketing products—while creating unmatched overall brand visibility and helping to turn company executives into industry thought leaders. Through forward-thinking demand generation, PR, and product marketing, Waltrich created a consistent inbound pipeline for both firms, driving CAC down and SOV up.

Intention.ly is the culmination of every lesson Waltrich has learned thus far in her tenure as a marketing disruptor, born from her passion and persistent belief that when it’s done right, marketing is the accelerant financial services firms need to transform their growth trajectory.

Tina Powell

Tina Powell is a trailblazer in the digital marketing industry, with over 20 years of experience driving growth for financial services companies. As the Chief of Community at Intentionly, she works alongside Co-Founders Kelly Waltrich and Meghan Richter, revolutionizing how financial technology and services companies approach marketing. Tina’s track record of delivering results for her clients led to her founding C-Suite Social Media, a high-growth digital marketing agency that Intentional.ly later acquired. Her passion for helping financial services companies thrive in the digital age is further demonstrated through her industry-renowned podcast, In The Suite, where she spotlights the careers and leadership of mid to senior-level women in the financial services industry. Tina earned a Master’s from NYU in Graphic Communications Management and Technology and the NYU Prism Alumni Achievement Award. She earned a Bachelor of Science in Business Management, magna cum laude, from Fairleigh Dickinson University.

Jess Flynn

For over 15 years, Jess has been advancing opportunities for next generation advisors. A frequent speaker, author and podcaster, Jess is an evangelist for future-proofing independent advisory firms with sustainable growth that results in ideal client experiences. She’s also an enigmatic storyteller, a frequent journalist for Informa and Advisorpedia, and a regular podcast guest. Jess serves on The American College NextGen in 10 Leadership Advisory Committee and delivered the most-requested closing keynote at XYPN Live 2023. 

As the Vice President of Client Strategy at Intention.ly, Jess will drive sustainable growth for fintech and finserv firms that are poised to move this profession forward, leveraging her distinct and unparalleled ability to articulate complex strategies and guide a team to execution that produces tangible results.

In her previous role as the Director of Communications at FP Transitions, Jess led a complete brand refresh and prepared next generation leaders for the new era of social and digital media. Her client-centric voice transformed the trusted brand into a community-based referral machine. 

Before joining FP Transitions, Jess generated millions in revenue for the Financial Planning Association. As the Managing Director of Strategic Partnerships for the FPA, Jess was instrumental in funding and launching numerous industry experiences, including the FPA Externship. She also launched the FinTech Advisory Group, funded award-winning research on Succession Planning, and created the Retirement Income Planning Advisory Group. Teaming with advisors and professors, Jess oversaw the American Heart Association certificate program, educating thousands of advisors on philanthropic gifting strategies.

Jess’s ability to bolster support behind initiatives that challenge the status quo has made her a trusted advisor to executives at broker dealers, RIAs and FinTech firms. She enjoys finding common ground amongst divergent opinions and inspires leaders to think differently. Raised in the midwest, she also manages to still root for her beloved Iowa Hawkeyes, raise three kids under six, and volunteer in her community.