An agenda written by marketing leaders for marketing leaders. At Strategic Marketing, deep dive into business-critical topics reflected across four key themes:
1 - Elevate Consumer Connections through Data-driven Creativity
Blend creative ideas with data-centric thinking to overcome digital saturation and create targeted messages at the right time on the right channels.
2 - Cultivate Culture: Boost your Brand’s Content Experience
Leverage non-intrusive marketing strategies to deliver exceptional content experiences that define how you show up as a brand.
3 - Unlock Insight: Empower Personalization through Data Science
Utilize the power of advanced analytics to gain actionable intelligence, identify emerging trends, and personalize customer experiences.
4 - Fuel Marketing Growth: Drive Results with Customer-Centric Strategies
Support a cross-functional framework to communicate insights across customer-facing functions and foster a unified approach that addresses the needs of your customers.
One of the greatest accelerants in a woman’s career is the advice, guidance, and allyship she receives from leaders who are willing to share their wisdom, experiences, smart pivots and missteps. This Wednesday morning confab puts a microphone in the hands of a panel of artful execs who will talk candidly about their leadership journeys, paying forward the lessons and guidance they have been privy to along the way. Join She Runs It on May 8 for a dynamic breakfast conversation about the road to the C-Suite and how women can lift as they climb.
Malena Higuera, General Manager, Urban Decay
Sheila Marmon, Founder & CEO, Mirror Digital
Marissa Nance, Founder and CEO, Native Tongue Communications
· Harness customer insights to drive imaginative storytelling for campaigns that not only capture customer attention but drive measurable outcomes
· Be strategic about where and how to deploy marketing tactics based on brand data and audience demographics
· Build a holistic forward-looking strategy that factors in changing consumer behavior, market shifts, and industry forecasting
Cheryl Gresham, Chief Marketing Officer, Verizon Value, Verizon
Moderator: Sydni Craig-Hart, CEO and Co-Founder, Smart Simple Marketing
· Optimize analytics and creativity, using data-backed decision-making to drive innovative marketing strategies
· Leverage evidence-based understanding of human behavior and consumer demand to guide creative strategy formulation and campaign execution
· Utilize customer data to understand consumer preferences and fulfil them with personalized recommendations and experiences
Joe Cano, Chief Marketing and Merchandising Officer, Zappos
Vera Koch, SVP, Marketing, Happy Head
Moderator: Michael Seymour, Senior Director, Growth Marketing, SKNV
· Move beyond personalization to create a truly unique experience for every customer
· Understand how advances in technology enable marketers to solve the perennial problem of true personalization at scale
· Hear how eBay is seamlessly blending art and science by leveraging AI and science to meet the needs to every customer, and match millions of buyers with billions of listings.
Heather Thibodeau, Senior Director, Personalization Science, eBay
Rob Gornall, Senior Director, CRM, eBay
· What is the effect of AI on creative content?
· After are the rush to implement AI - what is the effect on brand and retail advertising?
· Inside every Marketer is a "wanna be creative”: protect against tools like AI to ensure brand integrity is intact across all channel content or integrate cutting-edge tools with AI technologies to seamlessly revolutionize personalized content creation, while simultaneously protecting your brand's integrity
Andrew Baker, Chief Executive Officer, Sesimi
Paul Volpato, Chief Technology Officer, Sesimi
· Consolidate data across multiple touchpoints to build accurate customer profiles that are more accessible
· Improve data quality by giving priority to first-party data and capture the accuracy and richness of customer insight
· Leverage social listening to gauge brand sentiment and build a deeper understanding of your customers
Nina George, Chief Growth Officer, Leaf Home
Eric Jagher, SVP, Chief Marketing Officer, UScellular
Moderator: Tom Zawacki, President, Enterprise Solutions, Data Axle
· Purpose as a growth catalyst: uncover the secrets of how marketing can serve as the catalyst for purpose-driven growth, creating unparalleled customer experiences that resonate deeply and build customers for life.
· The winning strategy of customer well-being: learn the art of prioritizing customer well-being to unlock exponential growth, crafting unforgettable experiences that not only satisfy but also inspire, securing a customer base that feels valued and understood for life.
· Bringing purpose to life: experience the magic of manifesting purpose through every facet of the brand, across both digital realms and physical spaces, creating a seamless, immersive shopping journey that captivates and delights at every turn.
Francisco Bram, VP, Marketing & Customer Insights, Albertsons Companies
· Discuss the ongoing struggle between long-term brand building and short-term demand generation in the current market conditions
· Explore how AI and other technologies will continue to evolve and shape the marketing landscape
· Uncover the impact that high quality content makes in building credibility and differentiation in today's crowded digital landscape
Allan Stormon, VP, Marketing, Ceros
Moderator: Branden Cobb, Fractional Chief Marketing Officer, MarketingExec.us
· Amplify advocates within your creative community and provide the right tools, resources, and platforms to express their passion for your brand
· Build authentic connections with your advocates by aligning their motivations with your brand values
· Leverage co-creation to create compelling content that resonates deeply with brand enthusiasts
Kristin Patrick, EVP, CMO, Head of E-Commerce, Claire's
Patrick Buchanan, SVP, Marketing, Lulus
Kate Franco, VP, Customer Engagement, Poshmark
Moderator: Tyler Lederer-Plaskett, Content and Communications Advisor, PlayPlay
Roundtable 1: GenAI: Understand the limitations and uses of GenAI in enhancing the efficiency of content creation
• AI tools and use cases you need to be aware of in 2024
• Thinking beyond generative AI— leverage the power of NLP, code interpretation, ML and data analysis to maximize the leverage of your AI investment
• Common misconceptions and cautionary advice
Moderator: Michael Seymour, Senior Director, Growth Marketing, SKNV
Roundtable 2: Unleash hyper-personalization with emerging tech: ignite your brand, transform customer engagement and evolve business performance
• Uncover how emerging tech optimizes and humanizes engagement strategies, delivering hyper-personalization and improved business outcomes
• Explore innovative ways to measure and quantify customer engagement beyond traditional metrics, like clicks and views, through Return on Experience
• Share concerns and risks on being a ‘first-mover’ when integrating emerging tech and AI/ automation into the marketing model
Nicole Saganice, VP, Growth Solutions, WongDoody North America
Christy Ferguson, EVP, Growth, WongDoody
Roundtable 3: Metrics that Matter: Develop KPIs around creative impact to measure the effectiveness of your consumer engagement.
· Establish KPIs, cohort analysis, and forecast for marketing teams to measure effectiveness, predict performance, and align with finance teams on methodology
· Measure ROI on marketing by focusing on profitable growth, comparing performance across channels/products, understanding variable costs beyond marketing, and using appropriate attribution models
· Prioritize brand health metrics, infuse bold concepts into A/B testing, and establish a growth product management team to drive innovation and prioritize testing roadmaps
Moderator: Moderator: Nina George, Chief Growth Officer, Leaf Home
Roundtable 4: Omni-channel Strategy: Engage your customers across all platforms, ensuring a cohesive and personalized brand experience
• So much, so little heard: what does the continuing journey to break through the noise look like in 2024?
• Everything old is new again: are we or how are we integrating retail, OOH, or even grassroots into the mix?
• Do you know who I am? Should some ‘icon’ brands be worried by the ‘upstarts’ who are now, almost seamlessly, navigating this space?
Moderator: Marissa Nance, Founder and CEO, Native Tongue Communications
· Convert digital hype into IRL touchpoints for lasting brand affinity
· Tailor influencer marketing strategies for livestreaming to effectively connect with loyal communities and drive interest in brands
· Create loyalty by building authentic connections between consumers and the brand, delivering more meaningful experiences
Rachel Delphin, Chief Marketing Officer, Twitch
Moderator: Marissa Nance, Founder and CEO, Native Tongue Communications
· Explore the advantages and challenges of working with different types of influencers, from macro-influencers with millions of followers to micro-influencers with smaller but highly engaged audiences
· Identify the right influencers for your brand and target audience in order to create effective and authentic campaigns
· Prioritize transparency and authenticity to connect with consumers in a meaningful way
Tera Peterson, Chief Executive Officer, NuFACE
Michelle Miller, SVP, Global Marketing, K18 Hair
Rick Loughery, VP, Marketing & Communications, GoPro
Moderator: Harpreet Sandhu, Executive Director, Formerly at Urovant Sciences
· Foster alignment on key metrics among C-Suite members by quantifying creative using data and analytics
· Streamline data insights across the organization to inform strategic decisions based on a reliable and authoritative data hub
· Translate marketing measurements such as brand value, impressions, and web traffic to business KPIs like customer acquisition cost and sales
Speaker: Cynthia Chu, Chief Financial and Growth Officer, Audible
Moderator: Branden Cobb, Fractional Chief Marketing Officer, MarketingExec.us
· Facilitate cross-functional communication and data sharing across marketing, sales, product, and CX
· Map out the customer journey and identify touchpoints where each department plays a role to ensure communication flows
· Set regular meetings to identify customer pain points and participate in knowledge sharing
Tim Rea, Chief Brand, Experience, and Marketing Officer, Edward Jones
Eric Edge, Managing Director, Advertising & Marketing, Alaska Airlines
Julia Fitzgerald, Author and Former Chief Marketing Officer, Build-A-Bear
Moderator: Branden Cobb, Fractional Chief Marketing Officer, MarketingExec.us
·Analyzing client feedback and first-party data to evolve customer offerings and generate client acquisition
·Delivering more dynamic and personalized experiences at scale across all client touchpoints, online and in-store
·Leveraging consumer insights to enhance inclusivity efforts, creating marketing and retail environments that are welcoming to all
Anna Banks, SVP, Personalization & Performance Marketing, Sephora
Moderator: Katharina Baron, Owner, House of Baron
· Evaluate the prioritization of investments in cutting-edge Martech and AI solutions
· Integrate new technological solutions seamlessly into a unified platform
· Align your team with elevated expectations and training necessitated by the integration of innovative technologies.
Brigitte Brady-Harris, VP, Marketing, Formerly at Bed Bath & Beyond
Amanda Bailey, VP, Global Analytics, Activision
Moderator: Kate Wade, Managing Director, Wade Strategy
Roundtable 1: Data integration strategies: explore effective methods for integrating diverse data sources into a cohesive and actionable marketing strategy
· Understand true objectives and goal to not over complicate the solutions.
· Data quality and governance – lessons from the trenches: how to ensure what you track are the right metrics and everyone is spending time efficiently.
· Using data to show marketing power – Explore and discuss how integrated data can be leveraged to show brand value, returns, and customer engagement
Moderator: Kate Wade, Managing Director, Wade Strategy
Roundtable 2: Navigate the data landscape: tools, collaboration, and agility
· Prioritize analytics tools: deploy and invest in advanced tools and technologies to effectively simplify and generate meaningful insights and data-driven decisions
· Foster collaboration: facilitate collaboration between departments for innovative strategies
· Stay agile: embrace agile methodologies to adapt quickly to market changes for optimized campaigns and real time changes based on data insights
Moderator: Harpreet Sandhu, Executive Director, Formerly at Urovant Sciences
Roundtable 3: Leverage first-party data: tactics for effective collection and utilization
· Navigate the evolving landscape of first-party data in a cookieless world
· Strategies for ethical and legal data collection
· Advance analytical techniques and integrating across disciplines for maximum utilization
Moderator: Elena Nescio, Clinical Associate Professor of Marketing, University of Rochester
Roundtable 4: Left-brain, Right-brain: Leverage analytical thinking and creative ideation to ensure a balanced approach that combines data-driven decision-making with engaging storytelling
· How to generate buy-in from diverse stakeholders
· Key strategies to extract valuable insights from complex data sets
· What's working now to create meaningful impact and drive business outcomes
Moderator: Sydni Craig-Hart, CEO and Co-Founder, Smart Simple Marketing
· Using data to emphasize and highlight urgent societal issues
· Leveraging brand position in the industry to make a statement – and take a stand
· Creating a multi-faceted, 360-degree integrated campaign across all marketing and communications channels
Eric Jagher, SVP, Chief Marketing Officer, UScellular
· Challenge your team to experiment with new marketing channels and embrace disruption to the industry as an opportunity for growth
· Foster a culture of continuous learning and development to nurture well-rounded marketers with versatile skills intersecting analytics and creativity
· Build cross-functional teams to generate ideas that directly address customer needs, always putting the customer at the center of innovation
Evan Jones, Chief Marketing Officer, Fender Musical Instruments
Maggie Schmerin, Chief Advertising Officer, United Airlines
Meena Anvary, Head, Marketing, Banana Republic
Erika Peterson, Senior Director, Product Marketing, Sony Interactive Entertainment
Moderator: Marissa Nance, Founder and CEO, Native Tongue Communications
