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May 30 - 31, 2018|San Francisco, US

Agenda

Day One

08:45am - 09:00am
Welcome to the Conference

The Craftsman Agency Gina Michnowicz CEO, Executive Creative Director The Craftsman Agency

09:00am - 09:30am
Building Brands That Last – Storytelling is the key to emotionally engaging consumers, crafting heritage and building a meaningful brand for the long term

Brands have the opportunity to reach their consumers in more ways than ever before, but with testing anything new, you need reliable measurement and insights to fail fast and learn faster.

Levi Strauss & Co Jennifer Sey Chief Marketing Officer Levi Strauss & Co

09:30am - 10:00am
The Evolving Role of the Chief Marketing Officer

The role of the Chief Marketing Officer (CMO) is continually undergoing change, more so now than any other member of the C-suite. No longer responsible for simply owning the brand and delivering creative for the business, a modern CMO must provide real growth and tangible return on investment. An open discussion with Mike Linton, CMO of Farmers Insurance®, and former CMO of Best Buy, on how the role today needs to constantly adapt and transform to a rapidly changing marketplace.

Farmers Insurance Mike Linton Chief Marketing Officer Farmers Insurance

10:00am - 10:30am
How to go from Reverence to Relevance. Spoiler: it involves not being afraid.

National Geographic has been igniting the explorer in all of us for 130 years through ground-breaking storytelling from the best and brightest scientists, explorers, photographers, and filmmakers in the world. From being the largest distributed magazine in the world to becoming the #1 brand on Instagram, how the yellow border has become a portal to explore further.

National Geographic Emanuele Madeddu EVP of Brand Strategy National Geographic

10:30am – 11:00am
Coffee Break:
Exhibition Area Presentation: Rethink Video

Remember when everyone undervalued the potential of e-commerce in the early 90s? Hello, Amazon. The same tidal wave of opportunity is now happening online with video. In this short, 10-minute presentation you'll learn how "video-first" companies like Sephora, Shopify, and REI win attention and how your brand can increase mindshare and scale its video content strategy from 10 to +1000 videos per year.

Wipster Julia Farina VP of Marketing Wipster

11:00am - 11:30am
Re-inventing the Kodak Moments business towards a new, digital-centric organization
  • Hear direct examples of how this chief marketing officer is tying marketing to real business results
  • How reigniting this brand increased attribution, purchase consideration and relevance
  • How to build a customer journey map and identify pain points for improvement
  • Build a sophisticated media plan from traditional to digital which is multifaceted

Kodak Moments Rob Smith Chief Marketing Officer Kodak Moments

11:30am - 12:00pm
Entertain me or Else: How Gen Z is Changing Everything

Hey, entertain me! Internet trends may seem random or fleeting, so why are ice cream, filters, and DIY videos so important? They’re the future of the internet for the next generation of consumers, Gen Z.

  • Hear new research on how Gen Z is leading the shift from "inform me" to "entertain me".
  • How the science storytelling and personalized experiences help you break through to this $44 billion market.
  • How the digital experience has become the human experience.

WP Engine David Fossas Senior Director of Brand WP Engine

12:00pm - 12:45pm
Getting Past the BS of Marketing Measurement

Everyone talks about the importance of marketing measurement, but is Multi-Touch Attribution (MTA) really the answer that we have all been waiting for, or too good to be true? This session will demystify this extremely complicated area and speak practically as to how a retailer can utilize multi-touch attribution. Attendees will walk away with the confidence and knowledge they need to properly select and apply MTA approaches to their own organizations. Attendees will:

  • Understand why Multi-Touch Attribution is so darn hard and how other marketers and retailers are using it.
  • Find out what $3 million in research and data revealed, proving that Multi-Touch Attribution might be the most important tool that marketers must have.
  • Learn how the industry is working to clean up Multi-Touch data and break down walled gardens and what that means for business

Uber Kevin Frisch Senior Director, Performance Marketing Uber

MMA Greg Stuart Chief Executive Officer MMA

12:45pm – 1:45pm
Lunch
1:45pm - 2:00pm
Brella - Networking Time
Track 1
Track 2
Track 3
2:00pm - 3:00pm
Overcoming the hurdles of Content Distribution – You’ve only created the perfect piece of content if it reaches the perfect person.
  • How to research and understand the optimal distribution platforms for your content.
  • Identifying the right length, format, style and launch cadence of content to best engage your customer
  • How to identify external partners and distribution channels to help deliver on strategic goals

REALTOR.COM Andrew Strickman Head of Brand, Chief Creative REALTOR.COM

Mattel Erica Kaufman Director, Global Content Strategy Mattel

Wordpress VIP Nick Gernert CEO Wordpress VIP

Distilling Data into Actionable Customer insights – Turn the tide on data. Go from a deeper understanding of your customer, to an optimized campaign.
  • Discover meaningful metrics relevant to your brand strategy.
  • Use data to foster innovation and change

eBay Samantha Krasner Business Operations Executive eBay

Yieldmo Jeremy Steinberg Chief Revenue Officer Yieldmo

Sam's Club at Walmart eCommerce Rick Ton Director, Product Marketing & Membership Sam's Club at Walmart eCommerce

Embracing Paid Social – With social networks severely capping the organic reach of brand posts, it is vital that you embrace paid social and continuously refine your strategy.
  • Identifying and targeting specific audience segments
  • Brand Awareness vs call-to-action
  • Complementary marketing and measuring effectiveness

Treehut Julia Olson Chief Executive Officer Treehut

Motor Trend Group - A Discovery Communications Company Megan Neal Vice President Social Media Motor Trend Group - A Discovery Communications Company

3:00pm – 3:30pm
Battle-scarred to supercharged: How Electronic Arts created a brand voice to overhaul their customer experience

How EA created an authentic brand voice to turn the tables on difficult customer conversations, re-energize their team, and reshape their culture in the process.

The Writer Anelia Varela Chief Creative Officer The Writer

Electronic Arts Lacy Rohre Senior Communications Manager Electronic Arts

Engagement Through Gamification
  • What is a Gamified Ad?
  • How can brands leverage game mechanics to engage users in meaningful ways?
  • An in-depth look at how Kellogg’s and Imagine Dragons leveraged mini-games to engage users

Gameloft Guilherme Lachaut Vice President of Sales and Marketing, North America Gameloft

Influencer Selection and demographics - A pragmatic approach to influencer marketing, based on a deeper understanding of the creator economy, influencer demographics and their audience demographics.
  • The Marketer/Creator State of the Creator Economy
  • How to select the right influencers for your brand
  • Assessing an influencer's audience

Izea Shannon Ong Managing Director IZEA

3:30pm – 3:45pm
Battle-scarred to supercharged: How Electronic Arts created a brand voice to overhaul their customer experience [Continued…]

How EA created an authentic brand voice to turn the tables on difficult customer conversations, re-energize their team, and reshape their culture in the process.

The Writer Anelia Varela Chief Creative Officer The Writer

Electronic Arts Lacy Rohre Senior Communications Manager Electronic Arts

3:30pm - 4:00pm
Coffee Break
4:00pm - 4:30pm
Staging a Brand Rebellion: Making Influencer Marketing a Strategy, Not a Tactic
  • Abandoning old metrics in favor of more relevant measurement approaches
  • Refusing to hand over influencer relationships to third-parties
  • Embracing influencers of all sizes strategically
  • Willingly sharing control of the brand story with influencers
  • Embedding influencers in every stage of the buyer's journey

Amika Chelsea Riggs Brand President Amika

Traackr Pierre-Loïc Assayag Founder & CEO Traackr

Personalizing the Customer Journey with AI

One of the biggest challenges for marketers today is around delivering personal and content-rich experiences that engage the user at every touchpoint in the customer journey. In this session, we'll explore how Suiteness approached this challenge and successfully deployed AI to personalize across lifecycle stages and channels through the entire customer journey. We will also share key results from our latest research on AI powered marketing, highlighting the biggest challenges brands face in adopting AI. You'll leave the session with answers to these three questions:

  • How can brands deliver personalized experiences along the entire customer journey using AI?
  • What are the bottlenecks in harnessing the right data to make your AI efforts successful?
  • How can marketers combine brand storytelling with AI-Powered personalization?

Blueshift Vijay Chittoor CEO & Co-Founder Blueshift

Suiteness Laura Burch VP of Marketing Suiteness

The break through formula to getting results in today’s digital world.

Reach consumers in a non-linear world where they want it and when they want it.

  • How brands are creatively leveraging the new format of livestreaming
  • What the new live, digital content landscape consists of and how to break through
  • Why it works

Twitter Robin Wheeler Director of Sales Twitter

4:30pm - 5:00pm
Making sustainability core to your brand and your business

Taking urgent action on climate change is not only important for the planet, it's also a critical opportunity to ensure your brand remains relevant with changing customer sentiments. Learn how Lyft has seized this opportunity as they build the brand of the generation.

Lyft Michael Masserman Head of Social Impact Lyft

3Degrees Katie Soroye VP of Marketing 3Degrees

Mapping Shopper Journeys - How To Compete and Not Get Beat in the Digital Retail Marketplace

Join Bridget Davies from eBay Advertising who will be exploring how the massive scale, data quality and customization capability of online marketplaces are bringing new levels of customer insight, enriched experiences and added value to brands.

She will discuss:

  • Best practices from brand leaders leveraging eCommerce communities.
  • Execute smarter and more personalized customer acquisition strategies.

eBay Bridget Davies VP of Advertising, eBay North America eBay

Building a Socially Spirited Culture

In this session, you will learn about

  • Helping an organization evolve through education and celebration
  • Applying a holistic and consistent approach to authentic collaboration
  • Building digital advantage through infrastructure and personalization

American Cancer Society Zoe Glade Vice President, Digital Marketing American Cancer Society

5:00pm - 5:30pm
From Real Estate to POV: How The New Creative Class is Helping Brands Tell Better Stories

Only a few years ago, the biggest brands in the world could spend their time creating great commercials and then place buys across scalable digital properties to reach their audience, essentially buying cheap real estate next to the original content of the world's best publishers. Now, brands need to tell engaging, emotional and informative stories to connect with their audience. They need to think like a publisher. In this session, learn how the new creative class is reshaping the relationship consumers have with brands and how building your brand with a strong point of view and purpose is crucial to this new world.

Bleacher Report Keith Hernandez Former Senior Vice President Bleacher Report

Cardinal Health’s journey to providing a new customer experience
  • How B2B leader Cardinal Health has revamped its ecommerce offering, including new improve website, SEO, interactive content and product engagement
  • Sales and Marketing enablement: How Cardinal Health deliver their content digitally to equip their teams with the right information’s for improved customer experience
  • Hear direct learnings from Cardinal Health’s new customer experience team.

Cardinal Health Corey Case Vice President, Customer Engagement Cardinal Health

Employee Advocacy and Social Selling – Hitachi’s road to empowering its employees as ambassadors, storytellers, and trusted advisors
  • Learn about the benefits of a comprehensive employee advocacy program—and strategies for implementing one in your organization
  • How to embed social into your sales and marketing strategies
  • Build a content library and ensure the right people get the right content
  • Practical tips to keep your employees informed, engaged, and authentic
  • How to measure real business outcomes from your advocacy programs

Hitachi Chris Kim Director of Social Media Hitachi

5:30pm - 6:00pm
The Data is Right Influencer Marketing Game Show

Interested in incorporating influencer marketing into your brand strategy? How much do you really know? Come join a game-show style format as influencer marketing agency WHOSAY, Clorox, and a former Major league Soccer player turned influencer battle it out to see who really knows influencer marketing. This will be followed by an open discussion to learn the ins-and-outs of the industry.

WHOSAY Paul Kontonis Chief Marketing Officer WHOSAY

Clorox brand Rita Gorenberg Associate Director Brand Engagement Clorox brand

Radical Creative Group Jimmy Conrad Former MLS Defender of the Year, Founder and CEO Radical Creative Group

Univision Communications Inc. James Heath Director, Digital Analytics & Audience Development Univision Communications Inc.

Day Two

9:30am – 10:00am
There is no magic growth equation

Bad data collection practices can haunt you and will destroy your brand - unless you take care of it today. In this session, learn about what’s broken with the current online data collection model and what you can do to protect and build your brand.

Mozilla Jascha Kaykas-Wolff Chief Marketing Officer Mozilla

10:00am – 10:30am
The Changing Value Proposition in Healthcare: Using Direct-to-Consumer Marketing to Drive Personal Relationships

Ascension Health Nick Ragone Chief Marketing Officer Ascension Health

10:30am - 11:00am
Coffee Break
11:00am – 11:30am
Why are we having an Agile Marketing Conversation?

The emergence of mobile has not simply lowered, but has actually eliminated, traditional barriers to entry - As a result every category in every country around the world is facing disruption.

There are 7MM advertisers on Facebook and Instagram, and the "Hallmarks" of the companies who are succeeding and growing can be summarized under one umbrella concept: AGILE. Agile values and principles were pioneered by the software development community. Defined by integrated and adaptive planning over sequential steps, agile approaches have become critical across all functions in the most successful organizations competing in the direct brand economy. Today, we want to focus on HOW agile marketers, from upstarts to established companies, are positioning themselves for disruptive, breakthrough growth.

Facebook Brian Groves Global Partnerships Facebook

11:30am - 12:00pm
Designing digital experiences for the complete customer journey

As an increasing amount of the customer journey goes digital, marketers need to implement new tools and process to keep up with their growing portfolios of digital content. Learn how marketing teams are updating their design systems and tools to create and manage websites and interactive content efficiently.

Attend this session, and learn...

  • Best practices for managing large portfolios of websites and digital content
  • How to transform static PDF's and ebooks into interactive content
  • New tools and processes to help marketers and designers collaborate better.

Brandcast Christopher Schreiber Chief Marketing Officer Brandcast

12:00pm - 12:30pm
America Cancer Society’s Consumer-led Digital Transformation

How the American Cancer Society achieved record level annual donations (47% growth!) by transforming their marketing function and approach to be much more analytical, data-driven and digital. How an organisation that is over 100 years old embraces digital transformation and innovation. Putting consumer insights and data into the heart of the marketing department.

American Cancer Society Irma Shrivastava Senior Vice President, Strategic Marketing & Alliances American Cancer Society

12:30pm - 1:00pm
Sustaining market leadership in a commodity industry - Lessons from GoDaddy’s Brand Evolution
  • How to differentiate yourself in a crowded market
  • How your story needs to change as the brand matures
  • What role customer experience plays in brand building

GoDaddy Smita Wadhawan Senior Director, US Marketing GoDaddy

1:00pm – 2:00pm
Lunch
Track 1
Track 2
Track 3
2:00pm - 2:30pm
Creating a Holistic Content Marketing Strategy

The transition from traditional marketing to a holistic content marketing strategy can be challenging for organizations to navigate.

Nick Ward and Miranda Barnard will share their experience of making structural changes to get the most amplification out of marketing messages and how they were able to reach record breaking revenue and awareness growth -- even while working within significant budget cuts. They’ll provide dos and don’ts for making adjustments to your own teams and the three things every content marketer has to have.

Vivint Solar Miranda Barnard Vice President of Marketing Vivint Solar

Children’s Miracle Network Hospitals Nick Ward Vice President Children’s Miracle Network Hospitals

Customer Experiences: One Step, One Second.

Advancements in mobile and machine learning continue to drive consumer expectations ever higher. Brands need to win customers on mobile with faster, more relevant and assistive experiences. Alana Vieira will take the stage to share key trends shaping the future of mobile experiences, and Avery Cavanah will dive into how you can use the latest technologies (Accelerated Mobile Pages and Progressive Web Apps) to transform the consumer experience.

Google Avery Cavanah Product Marketing Manager Google

Google Alana Vieira Product Marketing Manager Google

Brand Storytelling through Facebook Live – How zulily’s Facebook Live strategy entertains, engages and inspires fans to shop.
  • From zulily brand debuts to interactive how-tos, how zulily’s evolved its Facebook Live strategy to surpass 350 episodes, reach 50M viewers and build loyal zulily fans
  • Build an emotional & personal connection through daily two-way storytelling
  • Hear direct examples of how zulily is tying Facebook Live to drive real business results
  • Leverage the platform to keep the pulse on customer interests & opportunitie.

Zulily Naama Bloom Vice President of Brand Marketing Zulily

2:30pm - 3:00pm
The Myth of Diminishing Attention Spans: Using Storytelling to Engage Millennials and Gen Z

Marketers everywhere are examining branded entertainment strategies to reach Millennials and Gen Z audiences – however, as it turns out, this audience still likes like good, old-fashioned storytelling. In this session, Wattpad’s Chris Stefanyk will explore how written stories can allow marketers to connect and engage with audiences, showcasing:

  • Disruptions in entertainment and storytelling that are creating new ways to experience great content and creating opportunities for marketers
  • How Wattpad created the largest community of readers and writers on the planet, and what we've learned about engagement
  • How storytelling has shifted to mobile and interactive content
  • Specific ways brands are crafting stories to engage audiences over a longer period of time versus quick hits in short form
  • Best practices for brands to infuse better storytelling into their marketing

Wattpad Chris Stefanyk Head of Brand Partnerships Wattpad

GETTING PERSONAL: How to Market in the Right Moment with the Right Message

Let’s explore how digital professionals in 2018 must become hyper obsessed with their customer’s experience — while also actively tackling personalization, voice, artificial intelligence (AI), and new mandates for loyalty and fulfilment.

  • What are the foundational and structural pillars that are so crucial to digital marketing success in 2018?
  • What tech investments must digital business pros make today that will help them align with the needs and expectations of their specific customers?
  • What does success look like (case study), and why must marketers take digital hallmarks like loyalty, personalization, and omnichannel to the next level?

[24]7.ai Angela Sanfilippo Senior Director of Product Marketing [24]7.ai

Go Live! How Live Content on Social Media Can Drive Brand Goals

Live and real-time content is drawing more engagement than ever before, across ephemeral, video streaming and more.

For Herbalife Nutrition, live and real-time content has been a key piece in helping to engage loyal customers, spark meaningful and valuable discussions and inspire new conversations about our brand.

In the presentation, Erin will showcase how we have seen customer loyalty and sentiment be dramatically impacted through regular live content on social media along with the data supporting our live content, topics and audience integration.

This has significant implications for the future as algorithm changes and higher ad costs bring new challenges to brands and marketers struggling for visibility and looking for ways to connect with their audience.

Herbalife Erin Richards-Kunkel Director, Social Media in the Global Corporate Communications Herbalife

3:00pm – 3:30pm
Creating Work That Stands the Test of Time: How to Futureproof Your Brand in a Constantly Evolving Landscape

In a world where big brands are apologizing and taking stands, how can you futureproof your brand? Using experience, case studies and examples, we will explore how a brand can thrive in an ever-changing world. Practical tips for internally and externally managing your brand.

Wolf & Wilhelmine Valerie Nguyen Partner, Co-Head of Strategy Wolf & Wilhelmine

Ebay Margaret Quan Customer Marketing Strategy Director eBay

The Everywhere Brand

There’s a new race to command more visibility for your people, products, and locations across the internet. For nearly 25 years, the battleground has been the website. But with 2020 fast approaching there’s a new reality, and to win you must think well beyond your website and app. You must become The Everywhere Brand.

Yext Jeff Rohrs Chief Marketing Officer Yext

Working with Social Media Influencers

More information coming soon...

Mixt Brigitte Brady-Harris Vice President Marketing Mixt

Univision Communications Inc. James Heath Director, Digital Analytics & Audience Development Univision Communications Inc.

3:30pm – 4:00pm
Scaling the Creation of On-Brand Content

As Mary Meeker outlined in her 2017 internet trends report, adults are spending an average of 3+ hours per day looking at digital media on mobile devices. It’s no surprise that this behavior is driving mobile ad spend and an increasing demand for engaging content with shorter time frames to get it done. In this session, Grant Munro, SVP of Shutterstock Custom, addresses the problem of how brands have more options today to create content, yet are not set up to create content at scale. Learn how brands manage the growing demand for content while maintaining a consistent brand visual identity across multiple platforms.

Shutterstock Custom (formerly Flashstock Technology) Grant Munro SVP Shutterstock Custom (formerly Flashstock Technology)

Using Customer Insight to Rewrite the Retail Playbook at Men’s Wearhouse
  • The Men’s Wearhouse stock price has more than tripled in the space of one year. This didn’t just happen…
  • As a traditional player in the rapidly expanding and increasingly unpredictable men’s clothing segment, Men’s Wearhouse realized that brand heritage alone was not enough to keep pace.
  • To entrench and grow its leadership position, Men’s Wearhouse leveraged deep customer insight to refresh and reshape the brand’s connection strategy.
  • Adopted in Fall of 2017 and delivering great results to date, this new approach to cross-channel marketing continues to evolve as the brand pushes to reach more of the real men who inspire it.

Tailored Brands Bruce J Hershey Vice President, Marketing Tailored Brands

EP+Co Emily Rule Strategic Planning Director EP+Co

EP+Co Jeff Hoffman Chief Growth Officer EP+Co

4:00pm – 4:30pm
WeAreHer Case Study

More information coming soon...

HER Vivienne Errington-Barnes Global Head of Partnerships HER

Day One

08:45am - 09:00am
Welcome to the Conference

The Craftsman Agency Gina Michnowicz CEO, Executive Creative Director The Craftsman Agency

09:00am - 09:30am
Building Brands That Last – Storytelling is the key to emotionally engaging consumers, crafting heritage and building a meaningful brand for the long term

Brands have the opportunity to reach their consumers in more ways than ever before, but with testing anything new, you need reliable measurement and insights to fail fast and learn faster.

Levi Strauss & Co Jennifer Sey Chief Marketing Officer Levi Strauss & Co

09:30am - 10:00am
The Evolving Role of the Chief Marketing Officer

The role of the Chief Marketing Officer (CMO) is continually undergoing change, more so now than any other member of the C-suite. No longer responsible for simply owning the brand and delivering creative for the business, a modern CMO must provide real growth and tangible return on investment. An open discussion with Mike Linton, CMO of Farmers Insurance®, and former CMO of Best Buy, on how the role today needs to constantly adapt and transform to a rapidly changing marketplace.

Farmers Insurance Mike Linton Chief Marketing Officer Farmers Insurance

10:00am - 10:30am
How to go from Reverence to Relevance. Spoiler: it involves not being afraid.

National Geographic has been igniting the explorer in all of us for 130 years through ground-breaking storytelling from the best and brightest scientists, explorers, photographers, and filmmakers in the world. From being the largest distributed magazine in the world to becoming the #1 brand on Instagram, how the yellow border has become a portal to explore further.

National Geographic Emanuele Madeddu EVP of Brand Strategy National Geographic

10:30am – 11:00am
Coffee Break:
Exhibition Area Presentation: Rethink Video

Remember when everyone undervalued the potential of e-commerce in the early 90s? Hello, Amazon. The same tidal wave of opportunity is now happening online with video. In this short, 10-minute presentation you'll learn how "video-first" companies like Sephora, Shopify, and REI win attention and how your brand can increase mindshare and scale its video content strategy from 10 to +1000 videos per year.

Wipster Julia Farina VP of Marketing Wipster

11:00am - 11:30am
Re-inventing the Kodak Moments business towards a new, digital-centric organization
  • Hear direct examples of how this chief marketing officer is tying marketing to real business results
  • How reigniting this brand increased attribution, purchase consideration and relevance
  • How to build a customer journey map and identify pain points for improvement
  • Build a sophisticated media plan from traditional to digital which is multifaceted

Kodak Moments Rob Smith Chief Marketing Officer Kodak Moments

11:30am - 12:00pm
Entertain me or Else: How Gen Z is Changing Everything

Hey, entertain me! Internet trends may seem random or fleeting, so why are ice cream, filters, and DIY videos so important? They’re the future of the internet for the next generation of consumers, Gen Z.

  • Hear new research on how Gen Z is leading the shift from "inform me" to "entertain me".
  • How the science storytelling and personalized experiences help you break through to this $44 billion market.
  • How the digital experience has become the human experience.

WP Engine David Fossas Senior Director of Brand WP Engine

12:00pm - 12:45pm
Getting Past the BS of Marketing Measurement

Everyone talks about the importance of marketing measurement, but is Multi-Touch Attribution (MTA) really the answer that we have all been waiting for, or too good to be true? This session will demystify this extremely complicated area and speak practically as to how a retailer can utilize multi-touch attribution. Attendees will walk away with the confidence and knowledge they need to properly select and apply MTA approaches to their own organizations. Attendees will:

  • Understand why Multi-Touch Attribution is so darn hard and how other marketers and retailers are using it.
  • Find out what $3 million in research and data revealed, proving that Multi-Touch Attribution might be the most important tool that marketers must have.
  • Learn how the industry is working to clean up Multi-Touch data and break down walled gardens and what that means for business

Uber Kevin Frisch Senior Director, Performance Marketing Uber

MMA Greg Stuart Chief Executive Officer MMA

12:45pm – 1:45pm
Lunch
1:45pm - 2:00pm
Brella - Networking Time
Track 1
Track 2
Track 3
2:00pm - 3:00pm
Overcoming the hurdles of Content Distribution – You’ve only created the perfect piece of content if it reaches the perfect person.
  • How to research and understand the optimal distribution platforms for your content.
  • Identifying the right length, format, style and launch cadence of content to best engage your customer
  • How to identify external partners and distribution channels to help deliver on strategic goals

REALTOR.COM Andrew Strickman Head of Brand, Chief Creative REALTOR.COM

Mattel Erica Kaufman Director, Global Content Strategy Mattel

Wordpress VIP Nick Gernert CEO Wordpress VIP

Distilling Data into Actionable Customer insights – Turn the tide on data. Go from a deeper understanding of your customer, to an optimized campaign.
  • Discover meaningful metrics relevant to your brand strategy.
  • Use data to foster innovation and change

eBay Samantha Krasner Business Operations Executive eBay

Yieldmo Jeremy Steinberg Chief Revenue Officer Yieldmo

Sam's Club at Walmart eCommerce Rick Ton Director, Product Marketing & Membership Sam's Club at Walmart eCommerce

Embracing Paid Social – With social networks severely capping the organic reach of brand posts, it is vital that you embrace paid social and continuously refine your strategy.
  • Identifying and targeting specific audience segments
  • Brand Awareness vs call-to-action
  • Complementary marketing and measuring effectiveness

Treehut Julia Olson Chief Executive Officer Treehut

Motor Trend Group - A Discovery Communications Company Megan Neal Vice President Social Media Motor Trend Group - A Discovery Communications Company

3:00pm – 3:30pm
Battle-scarred to supercharged: How Electronic Arts created a brand voice to overhaul their customer experience

How EA created an authentic brand voice to turn the tables on difficult customer conversations, re-energize their team, and reshape their culture in the process.

The Writer Anelia Varela Chief Creative Officer The Writer

Electronic Arts Lacy Rohre Senior Communications Manager Electronic Arts

Engagement Through Gamification
  • What is a Gamified Ad?
  • How can brands leverage game mechanics to engage users in meaningful ways?
  • An in-depth look at how Kellogg’s and Imagine Dragons leveraged mini-games to engage users

Gameloft Guilherme Lachaut Vice President of Sales and Marketing, North America Gameloft

Influencer Selection and demographics - A pragmatic approach to influencer marketing, based on a deeper understanding of the creator economy, influencer demographics and their audience demographics.
  • The Marketer/Creator State of the Creator Economy
  • How to select the right influencers for your brand
  • Assessing an influencer's audience

Izea Shannon Ong Managing Director IZEA

3:30pm – 3:45pm
Battle-scarred to supercharged: How Electronic Arts created a brand voice to overhaul their customer experience [Continued…]

How EA created an authentic brand voice to turn the tables on difficult customer conversations, re-energize their team, and reshape their culture in the process.

The Writer Anelia Varela Chief Creative Officer The Writer

Electronic Arts Lacy Rohre Senior Communications Manager Electronic Arts

3:30pm - 4:00pm
Coffee Break
4:00pm - 4:30pm
Staging a Brand Rebellion: Making Influencer Marketing a Strategy, Not a Tactic
  • Abandoning old metrics in favor of more relevant measurement approaches
  • Refusing to hand over influencer relationships to third-parties
  • Embracing influencers of all sizes strategically
  • Willingly sharing control of the brand story with influencers
  • Embedding influencers in every stage of the buyer's journey

Amika Chelsea Riggs Brand President Amika

Traackr Pierre-Loïc Assayag Founder & CEO Traackr

Personalizing the Customer Journey with AI

One of the biggest challenges for marketers today is around delivering personal and content-rich experiences that engage the user at every touchpoint in the customer journey. In this session, we'll explore how Suiteness approached this challenge and successfully deployed AI to personalize across lifecycle stages and channels through the entire customer journey. We will also share key results from our latest research on AI powered marketing, highlighting the biggest challenges brands face in adopting AI. You'll leave the session with answers to these three questions:

  • How can brands deliver personalized experiences along the entire customer journey using AI?
  • What are the bottlenecks in harnessing the right data to make your AI efforts successful?
  • How can marketers combine brand storytelling with AI-Powered personalization?

Blueshift Vijay Chittoor CEO & Co-Founder Blueshift

Suiteness Laura Burch VP of Marketing Suiteness

The break through formula to getting results in today’s digital world.

Reach consumers in a non-linear world where they want it and when they want it.

  • How brands are creatively leveraging the new format of livestreaming
  • What the new live, digital content landscape consists of and how to break through
  • Why it works

Twitter Robin Wheeler Director of Sales Twitter

4:30pm - 5:00pm
Making sustainability core to your brand and your business

Taking urgent action on climate change is not only important for the planet, it's also a critical opportunity to ensure your brand remains relevant with changing customer sentiments. Learn how Lyft has seized this opportunity as they build the brand of the generation.

Lyft Michael Masserman Head of Social Impact Lyft

3Degrees Katie Soroye VP of Marketing 3Degrees

Mapping Shopper Journeys - How To Compete and Not Get Beat in the Digital Retail Marketplace

Join Bridget Davies from eBay Advertising who will be exploring how the massive scale, data quality and customization capability of online marketplaces are bringing new levels of customer insight, enriched experiences and added value to brands.

She will discuss:

  • Best practices from brand leaders leveraging eCommerce communities.
  • Execute smarter and more personalized customer acquisition strategies.

eBay Bridget Davies VP of Advertising, eBay North America eBay

Building a Socially Spirited Culture

In this session, you will learn about

  • Helping an organization evolve through education and celebration
  • Applying a holistic and consistent approach to authentic collaboration
  • Building digital advantage through infrastructure and personalization

American Cancer Society Zoe Glade Vice President, Digital Marketing American Cancer Society

5:00pm - 5:30pm
From Real Estate to POV: How The New Creative Class is Helping Brands Tell Better Stories

Only a few years ago, the biggest brands in the world could spend their time creating great commercials and then place buys across scalable digital properties to reach their audience, essentially buying cheap real estate next to the original content of the world's best publishers. Now, brands need to tell engaging, emotional and informative stories to connect with their audience. They need to think like a publisher. In this session, learn how the new creative class is reshaping the relationship consumers have with brands and how building your brand with a strong point of view and purpose is crucial to this new world.

Bleacher Report Keith Hernandez Former Senior Vice President Bleacher Report

Cardinal Health’s journey to providing a new customer experience
  • How B2B leader Cardinal Health has revamped its ecommerce offering, including new improve website, SEO, interactive content and product engagement
  • Sales and Marketing enablement: How Cardinal Health deliver their content digitally to equip their teams with the right information’s for improved customer experience
  • Hear direct learnings from Cardinal Health’s new customer experience team.

Cardinal Health Corey Case Vice President, Customer Engagement Cardinal Health

Employee Advocacy and Social Selling – Hitachi’s road to empowering its employees as ambassadors, storytellers, and trusted advisors
  • Learn about the benefits of a comprehensive employee advocacy program—and strategies for implementing one in your organization
  • How to embed social into your sales and marketing strategies
  • Build a content library and ensure the right people get the right content
  • Practical tips to keep your employees informed, engaged, and authentic
  • How to measure real business outcomes from your advocacy programs

Hitachi Chris Kim Director of Social Media Hitachi

5:30pm - 6:00pm
The Data is Right Influencer Marketing Game Show

Interested in incorporating influencer marketing into your brand strategy? How much do you really know? Come join a game-show style format as influencer marketing agency WHOSAY, Clorox, and a former Major league Soccer player turned influencer battle it out to see who really knows influencer marketing. This will be followed by an open discussion to learn the ins-and-outs of the industry.

WHOSAY Paul Kontonis Chief Marketing Officer WHOSAY

Clorox brand Rita Gorenberg Associate Director Brand Engagement Clorox brand

Radical Creative Group Jimmy Conrad Former MLS Defender of the Year, Founder and CEO Radical Creative Group

Univision Communications Inc. James Heath Director, Digital Analytics & Audience Development Univision Communications Inc.

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Event Presentations • Event Audio • On Demand Subscription

Day Two

9:30am – 10:00am
There is no magic growth equation

Bad data collection practices can haunt you and will destroy your brand - unless you take care of it today. In this session, learn about what’s broken with the current online data collection model and what you can do to protect and build your brand.

Mozilla Jascha Kaykas-Wolff Chief Marketing Officer Mozilla

10:00am – 10:30am
The Changing Value Proposition in Healthcare: Using Direct-to-Consumer Marketing to Drive Personal Relationships

Ascension Health Nick Ragone Chief Marketing Officer Ascension Health

10:30am - 11:00am
Coffee Break
11:00am – 11:30am
Why are we having an Agile Marketing Conversation?

The emergence of mobile has not simply lowered, but has actually eliminated, traditional barriers to entry - As a result every category in every country around the world is facing disruption.

There are 7MM advertisers on Facebook and Instagram, and the "Hallmarks" of the companies who are succeeding and growing can be summarized under one umbrella concept: AGILE. Agile values and principles were pioneered by the software development community. Defined by integrated and adaptive planning over sequential steps, agile approaches have become critical across all functions in the most successful organizations competing in the direct brand economy. Today, we want to focus on HOW agile marketers, from upstarts to established companies, are positioning themselves for disruptive, breakthrough growth.

Facebook Brian Groves Global Partnerships Facebook

11:30am - 12:00pm
Designing digital experiences for the complete customer journey

As an increasing amount of the customer journey goes digital, marketers need to implement new tools and process to keep up with their growing portfolios of digital content. Learn how marketing teams are updating their design systems and tools to create and manage websites and interactive content efficiently.

Attend this session, and learn...

  • Best practices for managing large portfolios of websites and digital content
  • How to transform static PDF's and ebooks into interactive content
  • New tools and processes to help marketers and designers collaborate better.

Brandcast Christopher Schreiber Chief Marketing Officer Brandcast

12:00pm - 12:30pm
America Cancer Society’s Consumer-led Digital Transformation

How the American Cancer Society achieved record level annual donations (47% growth!) by transforming their marketing function and approach to be much more analytical, data-driven and digital. How an organisation that is over 100 years old embraces digital transformation and innovation. Putting consumer insights and data into the heart of the marketing department.

American Cancer Society Irma Shrivastava Senior Vice President, Strategic Marketing & Alliances American Cancer Society

12:30pm - 1:00pm
Sustaining market leadership in a commodity industry - Lessons from GoDaddy’s Brand Evolution
  • How to differentiate yourself in a crowded market
  • How your story needs to change as the brand matures
  • What role customer experience plays in brand building

GoDaddy Smita Wadhawan Senior Director, US Marketing GoDaddy

1:00pm – 2:00pm
Lunch
Track 1
Track 2
Track 3
2:00pm - 2:30pm
Creating a Holistic Content Marketing Strategy

The transition from traditional marketing to a holistic content marketing strategy can be challenging for organizations to navigate.

Nick Ward and Miranda Barnard will share their experience of making structural changes to get the most amplification out of marketing messages and how they were able to reach record breaking revenue and awareness growth -- even while working within significant budget cuts. They’ll provide dos and don’ts for making adjustments to your own teams and the three things every content marketer has to have.

Vivint Solar Miranda Barnard Vice President of Marketing Vivint Solar

Children’s Miracle Network Hospitals Nick Ward Vice President Children’s Miracle Network Hospitals

Customer Experiences: One Step, One Second.

Advancements in mobile and machine learning continue to drive consumer expectations ever higher. Brands need to win customers on mobile with faster, more relevant and assistive experiences. Alana Vieira will take the stage to share key trends shaping the future of mobile experiences, and Avery Cavanah will dive into how you can use the latest technologies (Accelerated Mobile Pages and Progressive Web Apps) to transform the consumer experience.

Google Avery Cavanah Product Marketing Manager Google

Google Alana Vieira Product Marketing Manager Google

Brand Storytelling through Facebook Live – How zulily’s Facebook Live strategy entertains, engages and inspires fans to shop.
  • From zulily brand debuts to interactive how-tos, how zulily’s evolved its Facebook Live strategy to surpass 350 episodes, reach 50M viewers and build loyal zulily fans
  • Build an emotional & personal connection through daily two-way storytelling
  • Hear direct examples of how zulily is tying Facebook Live to drive real business results
  • Leverage the platform to keep the pulse on customer interests & opportunitie.

Zulily Naama Bloom Vice President of Brand Marketing Zulily

2:30pm - 3:00pm
The Myth of Diminishing Attention Spans: Using Storytelling to Engage Millennials and Gen Z

Marketers everywhere are examining branded entertainment strategies to reach Millennials and Gen Z audiences – however, as it turns out, this audience still likes like good, old-fashioned storytelling. In this session, Wattpad’s Chris Stefanyk will explore how written stories can allow marketers to connect and engage with audiences, showcasing:

  • Disruptions in entertainment and storytelling that are creating new ways to experience great content and creating opportunities for marketers
  • How Wattpad created the largest community of readers and writers on the planet, and what we've learned about engagement
  • How storytelling has shifted to mobile and interactive content
  • Specific ways brands are crafting stories to engage audiences over a longer period of time versus quick hits in short form
  • Best practices for brands to infuse better storytelling into their marketing

Wattpad Chris Stefanyk Head of Brand Partnerships Wattpad

GETTING PERSONAL: How to Market in the Right Moment with the Right Message

Let’s explore how digital professionals in 2018 must become hyper obsessed with their customer’s experience — while also actively tackling personalization, voice, artificial intelligence (AI), and new mandates for loyalty and fulfilment.

  • What are the foundational and structural pillars that are so crucial to digital marketing success in 2018?
  • What tech investments must digital business pros make today that will help them align with the needs and expectations of their specific customers?
  • What does success look like (case study), and why must marketers take digital hallmarks like loyalty, personalization, and omnichannel to the next level?

[24]7.ai Angela Sanfilippo Senior Director of Product Marketing [24]7.ai

Go Live! How Live Content on Social Media Can Drive Brand Goals

Live and real-time content is drawing more engagement than ever before, across ephemeral, video streaming and more.

For Herbalife Nutrition, live and real-time content has been a key piece in helping to engage loyal customers, spark meaningful and valuable discussions and inspire new conversations about our brand.

In the presentation, Erin will showcase how we have seen customer loyalty and sentiment be dramatically impacted through regular live content on social media along with the data supporting our live content, topics and audience integration.

This has significant implications for the future as algorithm changes and higher ad costs bring new challenges to brands and marketers struggling for visibility and looking for ways to connect with their audience.

Herbalife Erin Richards-Kunkel Director, Social Media in the Global Corporate Communications Herbalife

3:00pm – 3:30pm
Creating Work That Stands the Test of Time: How to Futureproof Your Brand in a Constantly Evolving Landscape

In a world where big brands are apologizing and taking stands, how can you futureproof your brand? Using experience, case studies and examples, we will explore how a brand can thrive in an ever-changing world. Practical tips for internally and externally managing your brand.

Wolf & Wilhelmine Valerie Nguyen Partner, Co-Head of Strategy Wolf & Wilhelmine

Ebay Margaret Quan Customer Marketing Strategy Director eBay

The Everywhere Brand

There’s a new race to command more visibility for your people, products, and locations across the internet. For nearly 25 years, the battleground has been the website. But with 2020 fast approaching there’s a new reality, and to win you must think well beyond your website and app. You must become The Everywhere Brand.

Yext Jeff Rohrs Chief Marketing Officer Yext

Working with Social Media Influencers

More information coming soon...

Mixt Brigitte Brady-Harris Vice President Marketing Mixt

Univision Communications Inc. James Heath Director, Digital Analytics & Audience Development Univision Communications Inc.

3:30pm – 4:00pm
Scaling the Creation of On-Brand Content

As Mary Meeker outlined in her 2017 internet trends report, adults are spending an average of 3+ hours per day looking at digital media on mobile devices. It’s no surprise that this behavior is driving mobile ad spend and an increasing demand for engaging content with shorter time frames to get it done. In this session, Grant Munro, SVP of Shutterstock Custom, addresses the problem of how brands have more options today to create content, yet are not set up to create content at scale. Learn how brands manage the growing demand for content while maintaining a consistent brand visual identity across multiple platforms.

Shutterstock Custom (formerly Flashstock Technology) Grant Munro SVP Shutterstock Custom (formerly Flashstock Technology)

Using Customer Insight to Rewrite the Retail Playbook at Men’s Wearhouse
  • The Men’s Wearhouse stock price has more than tripled in the space of one year. This didn’t just happen…
  • As a traditional player in the rapidly expanding and increasingly unpredictable men’s clothing segment, Men’s Wearhouse realized that brand heritage alone was not enough to keep pace.
  • To entrench and grow its leadership position, Men’s Wearhouse leveraged deep customer insight to refresh and reshape the brand’s connection strategy.
  • Adopted in Fall of 2017 and delivering great results to date, this new approach to cross-channel marketing continues to evolve as the brand pushes to reach more of the real men who inspire it.

Tailored Brands Bruce J Hershey Vice President, Marketing Tailored Brands

EP+Co Emily Rule Strategic Planning Director EP+Co

EP+Co Jeff Hoffman Chief Growth Officer EP+Co

4:00pm – 4:30pm
WeAreHer Case Study

More information coming soon...

HER Vivienne Errington-Barnes Global Head of Partnerships HER

Aaron Jackson

Aaron Jackson

Lead Project Director
Incite Group

UK: +44 (0) 207 375 7244

Email: aaron@incite-group.com

Purchase the Post-Conference Materials

Event Presentations • Event Audio • On Demand Subscription