Jennifer Lang

VP, Customer Experience, Insights, and Innovation, TD

Jennifer leads enterprise customer experience, innovation, and consumer insights at TD. In this role, she is accountable for TD’s overarching CX enterprise vision and strategy, the management and integrity of TD’s CX measurement programs, the ongoing evolution of CX capabilities, and CX insights and analytics. In addition, she is responsible for the CX Innovation and Trends practice, TD’s COE on Consumer Behaviour as well as the Consumer Insights function which supports Marketing and all business and channels.

Jennifer’s mandate in this role is to instigate and inspire a forward-thinking Customer centric culture across the Enterprise (CA and US) and to act as the unapologetic voice of the customer to deliver a world class customer experience and to drive short and long-term business growth for the organization.

Since joining the company, she has led the evolution of TD’s consumer insights practice, established the Centre of Expertise on Consumer Behaviour, established a practice of Behavioural Insights within Marketing, led the transformation of TD’s CX measurement to digital, led the development of an analytical approach to link CX to business outcomes, established the TD Financial Health Index benchmark for Canada, supported the relaunch of TD’s Masterbrand to Financial Confidence by establishing the key drivers of confidence, developed an approach to customer journey mapping for TD, evolved and enhanced TD’s approach to understanding the needs of diverse communities by measuring the influence and impact of intersectionality on the communities.

Prior to joining TD, Jennifer worked in Media and Broadcast and Insights and Research Consulting.

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