In the rapidly evolving world of financial services marketing, innovation and leadership are key. Molly Devin, Regional Vice President of Enterprise Sales at SOCi, Inc., is at the forefront of this transformation. Her journey from a Division I Women’s Ice Hockey player to a leader in enterprise sales is a testament to her resilience, strategic thinking, and passion for driving change.
From the Ice Rink to the Boardroom: A Unique Path
Molly’s background is as unique as it is inspiring. Growing up with parents in law enforcement, discipline, and resilience were ingrained in her from a young age. “My mother was a drill instructor at the State Police Academy, and my father worked 90-hour weeks while still showing up for every game, practice, and skill session,” she explains. This foundation shaped her approach to her career, where she thrives in high-accountability, high-impact environments. Her journey into enterprise sales began right out of college when she helped build a FinTech startup from the ground up.
“No brand recognition, no inbound leads—just strategy, persistence, and an unwavering focus on solving real business problems,” Molly asserts. This experience laid the groundwork for her current role at SOCi, where she is helping financial institutions modernize marketing at scale with AI.
From Zero to a Billion: A Journey of Perseverance and Resilience
One of Molly’s greatest professional achievements is helping take a FinTech startup from zero to one billion dollars in annual processing volume through a successful acquisition. “Every deal was self-sourced, outbound, and fought for—there were no handouts,” she explains. This experience has shaped her leadership style and her approach to driving revenue at SOCi. It taught her the importance of perseverance, strategic thinking, and the value of hard work. The journey from a fledgling startup to a billion-dollar success story is a testament to her dedication and strategic acumen.
Rejection and resistance are constants in sales, especially in financial services. Molly’s differentiator is resilience. “I learned early on that every no was just a step closer to a yes,” she asserts. Embracing discomfort and learning from failures have been key to her success. This mindset has enabled her to navigate the challenges of the industry and to achieve remarkable success.
Molly’s ability to turn rejection into opportunity has been a driving force in her career, demonstrating the power of resilience and determination.
The Power of Local Presence in Financial Services
For banks, mortgage lenders, insurance providers, and wealth management firms, a strong local presence isn’t just a marketing advantage—it’s a business necessity. These industries rely on trust, credibility, and accessibility, and consumers today expect to find and engage with financial services in their local markets seamlessly. With 42% of consumers starting their search for financial services on Google, firms that fail to optimize their local presence risk losing business to competitors who do.
For banks, local branches must be easily discoverable with accurate listings, reviews, and service details. Mortgage lenders need to capture high-intent buyers searching for loan options in their specific market. Insurance providers must establish trust through local agents and customer testimonials. Wealth management firms, dealing with high-value, relationship-driven services, need a polished online presence to validate expertise and attract affluent clients.
Beyond visibility, the power of local marketing is in its ability to drive engagement and action. Financial decisions are deeply personal, and consumers are more likely to trust and convert with a business that feels present and accessible in their community. A strong local reputation, paired with an active presence across search and social, not only increases credibility but also ensures that firms are top-of-mind when consumers need them.
SOCi ensures these businesses own their local footprint by optimizing search, social, and reputation at scale, helping them capture demand, build credibility, and drive conversions where it matters most—at the local level.
Unifying Marketing Operations: A Game-Changing Initiative
At SOCi, the financial services team has driven initiatives that have significantly impacted the company’s growth. One such initiative is helping financial institutions unify their marketing operations at scale. Molly emphasizes that no initiative she has led has been accomplished alone—it has always been a collective effort alongside the incredible women she leads with. At the C-suite level, she credits Jennifer Gause (CRO of SOCi) and Monica Ho (CMO of SOCi) for their unwavering support and leadership. At the senior leadership level, she highlights Erin Demster (Senior Director of Strategic Solutions & Value Consulting) and Emily McConnell (Head of Commercial Sales, Financial Services) as integral to her success.
By integrating AI-powered local search, social, and reputation management, SOCi has helped financial brands achieve greater efficiency, brand consistency, and revenue growth.
SOCi has positioned itself as the single, AI-driven platform to solve these challenges. This initiative has not only driven growth but also positioned SOCi as a leader in the industry.
Cultivating Tomorrow’s Leaders: Beyond Quotas and Targets
Molly sees her role as more than just hitting quotas; it’s about creating an environment where people succeed and grow. She pushes her team to think critically, ask better questions, and become trusted advisors. “The best leaders do not just close deals; they create value,” she asserts. By fostering a culture of continuous learning and development, Molly is shaping the next generation of sales leaders. Her approach emphasizes the importance of mentorship and the continuous pursuit of knowledge, ensuring that her team is well-equipped to navigate the complexities of the industry.
Molly’s advice for aspiring leaders in enterprise sales is straightforward: master the fundamentals, ask better questions, and be resilient. “Great leaders still know how to sell,” she says.
Success comes from consistency and the ability to uncover true business impact. She emphasizes the importance of perseverance and the willingness to learn and adapt. By instilling these values in her team, Molly is not only driving immediate results but also preparing her team members for long-term success in their careers.
Turning Cold Calls into Major Deals: The Power of Initiative and Innovation
One of Molly’s proudest projects started with a cold call to a self-sourced prospect, which turned into the largest account in her portfolio. “Had I not made that call, the deal never would have happened,” she explains. This experience reinforced her belief that opportunity does not come to you—you create it. It also highlighted the importance of taking initiative and being proactive in pursuing opportunities.
Innovation is at the heart of SOCi’s approach, with AI playing a central role. SOCi’s AI-driven platform helps financial institutions automate and personalize marketing content, leverage predictive intelligence, and gain actionable insights. “AI is not just about automation, it is about driving revenue, reducing risk, and creating efficiency,” she explains. This innovative approach is transforming the way financial institutions engage with their customers and manage their marketing efforts.
By integrating AI into their marketing strategies, SOCi is enabling financial institutions to achieve greater efficiency and effectiveness in their operations.
Mastering the Art of Balance: Strategy, Execution, and Personal Fulfillment
Molly’s typical day is a blend of strategy, execution, and team alignment. Leading a team of Senior Enterprise Account Executives, she focuses on bringing AI-powered marketing solutions to the financial services industry. Her day includes strategic prospecting, deep discovery and value selling, and empowering end-users. “When they see the efficiency and value first-hand, they become internal champions who drive decisions at the executive level,” she exclaims. Each day is an opportunity to make a significant impact on the industry and to drive meaningful change.
Balance is about discipline and priorities. As a mother of two young children, Molly emphasizes the importance of being present. “I learned from my parents that hard work matters, but being present matters just as much,” she says.
This philosophy extends to her team, where she encourages disciplined time management and focused efforts on what truly moves the needle. By setting clear boundaries and prioritizing effectively, Molly ensures that she can excel both at work and at home. This holistic approach allows her to maintain professional success while also fulfilling her personal responsibilities and passions.
Future Aspirations: Leading with Purpose
Looking ahead, Molly aspires to become the Chief Operating Officer of a high-growth tech company and continue advocating for women in leadership. “There are not enough of us, especially in this industry,” she asserts.
On a personal level, Molly aims to excel in both her career and family life, believing that success is about making both thrive. She is committed to achieving her goals while maintaining a healthy work-life balance.
Conclusion
Molly Devin’s journey is a powerful example of resilience, strategic thinking, and leadership in the financial services marketing industry. At SOCi, she is not just leading a team; she is driving a transformation that is redefining the industry. As the shift to AI-driven marketing accelerates, leaders like Molly are at the forefront, shaping the future and setting new standards for success.
“The financial services industry is at a pivotal moment. The shift to AI-driven marketing is happening now, and SOCi is leading that charge,” Molly concludes. Her story is an inspiration to aspiring leaders and a testament to the impact of innovation and perseverance in achieving success.
