Elfreda Pitt Hetherington

Head, Applied Innovation, Technology & Operations
Royal Bank of Canada

As Head, Applied Innovation, Elfreda is responsible for leading the creation and execution of a portfolio of innovative concepts that create value for RBC's business units. Her team has an enterprise-wide mandate to stimulate innovative activity. With a view to "what's next", "what's new" and "what's different", the Applied Innovation Team identifies and validates emerging technologies and opportunities that have the potential to drive client value and differentiate RBC from its competitors. Elfreda is also a member of the Innovation & Technology senior management team that operates within RBC's Technology & Operations unit.

In her 20+ years at RBC, Elfreda has been involved in leading several innovation projects and programs within the Retail Banking, Technology & Operations, Corporate Real Estate and Head Office divisions; including developing one of the first hackathons run by a financial institution in North America.

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

Download The Latest Agenda

It’s All About Experiences: How To Be High-Tech And High-Touch

Thursday, March 12th, 2015

11:10 Panel Discussion: Addressing Your Staffing Challenges In A Digitally Optimized Environment

With your customers able to connect with your business at any time, you need to have a solid multi-channel plan. You also need to tap into the various channels and engage the customer. How to do all this? With a team that is digital-focused and has the business skills to integrate digital into the marketing and product funnels. These experts will discuss how they have coordinated their departments to create a new breed of marketer/eCommerce associate by:

•Outlining the skill sets required for successful staffing of your digital products team:

•Creative talent/digital experience

•Financial product knowledge

•Knowledge of computer code

•Finding and hiring the right talent with a cross-functional, business-first mind-set

•Training teams to work with complexities in compliance, while keeping the start-up-like integrity

•Streamlining your communications across departments to promote cross-pollination of initiatives and innovation