February 11 - 13, 2018
Los Angeles, CA

Day 2: Monday, Feb. 12

7:15 am - 8:00 am Networking Breakfast

8:00 am - 8:05 am Chairperson’s Opening Remarks

8:05 am - 8:35 am To There & Back Again: Operational Excellence in Marketing & The Value of Search

Richard Ng - Director of Consulting Mavens of London
Over the past few years, marketers have put substantial effort into supporting dynamic creative and social content strategies. At times however, operational structuring has falling to the wayside and an unintended victim of this is Search-based research and the value this approach offers to marketers.
 
In this session, Richard Ng, Director of Consulting at Mavens of London, will present some concepts around reinforcing marketing operations using search-based research as a functional example of where poor operational design can result in the loss of valuable insight and how marketers can better enable search-based decision making in their day-to-day operations.
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Richard Ng

Director of Consulting
Mavens of London

8:35 am - 9:05 am The Membership Experience: The Secret Weapon to Building Digitally Native Brands

Shawn Gold - Corporate Marketing Officer TechStyle Fashion Group
As consumers continue to flock away from traditional retail experiences, brick-and-mortars are closing their doors at an alarming rate. With the entire landscape of retail shifting, online retailers are expanding aggressively with a strong focus on building customer connections in powerful, new ways that promote loyalty. When done right, the subscription and membership model can offer the consumer an experience that is both valuable to the business and the customer. The membership model is breathing new life into stagnant retail models.
 
Join our Opening Keynote with Shawn Gold, the CMO of TechStyle, one of the fastest growing fashion companies during a time when fashion retail is stagnant. TechStyle has more than 4 million members to its four brands paying upwards of $49.99 a month for constantly refreshed collections of clothes, athletic wear, shoes, accessories and kids wear. During this breakout session, we will explore the benefits of the membership experience, including:
 
·         Why membership matters and how it changes the customer/company relationship:
·         How the membership structure improves the shopping experience
·         How a membership-based company saves tons of money on marketing and advertising
·         How the membership experience fosters customer loyalty
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Shawn Gold

Corporate Marketing Officer
TechStyle Fashion Group

With so many disruptive forces at play, many high-level marketers begin to feel overwhelmed by the sheer volume of change related to technology. However, there are steps you can take to leverage the value of disruption in big ways. During this panel discussion focused on navigating the age of disruption, we will hear from high-level marketing executives that hail from some of the most impactful industry disruptors, including Uber and TechStyle. Join this panel discussion as we explore:
 
  • Keeping up with exponential advances in technology
  • Navigating the proliferation of media platforms
  • Connecting with the empowered, skeptical consumer
  • Addressing cultural and societal changes affecting the world today
  • Creating innovative, customer-centric business models that reflect innovation and customer-centricity
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Shawn Gold

Corporate Marketing Officer
TechStyle Fashion Group

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Rahul Khanna

Global Head of Marketing Negotiations
Uber

Elizabeth Luciano

SVP Marketing & Brand Strategy
A+E Networks

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Michael Barrette

Chief Marketing & Sales Officer
Dippin' Dots

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Event Chairperson Scott East

CEO & Co-Founder
MSIGHTS

9:55 am - 10:25 am The Stories Behind the Breakthroughs: A Look at UC Berkeley's First Brand Campaign

Ram Kapoor - CMO UC Berkeley
For UC Berkeley’s first-ever brand campaign, CMO Ram Kapoor and his team fanned out across the idyllic 1,232-acre Berkeley campus to look for the stories behind the breakthroughs. Their search took them from Nobel prize winners on campus to researchers scattered across the globe to undergraduate students who spent every waking (and occasionally, sleeping) hour in the labs. This is a story of not just finding the nuggets, but also burnishing them to make them emotive and compelling to the lay public. The story finds its happy ending on campus as Ram and his team leverage the campaign to unite a diverse set of stakeholders and their constituents. This session is packed full of insights and lessons for all manner of marketers and leaders. During this session, we’ll explore:
 
·         How the campaign leveraged branding to unify campus community
·         The power of telling stories in a coordinated way
·         Using branding to underscore the campus mission
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Ram Kapoor

CMO
UC Berkeley

10:30 am - 11:00 am Business Meetings | Networking Break

11:00 am - 11:30 am Business Meetings

11:30 am - 12:30 pm Networking Lunch

Roundtable A

12:30 pm - 1:20 pm Social Media Marketing for the Highly Engaged Natural & Organic Consumer
Kevin Miller - VP Marketing Natural Grocers
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Kevin Miller

VP Marketing
Natural Grocers

Roundtable B

12:30 pm - 1:20 pm Creating Delightful Customer Experiences that Deepen Brand Loyalty & Maximize Lifetime Value

Roundtable C

12:30 pm - 1:20 pm Building, Leading & Trailblazing with a Customer Engagement Team
Corey Case - VP, Customer Engagement Cardinal Health
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Corey Case

VP, Customer Engagement
Cardinal Health

1:25 pm - 1:55 pm Reimagining, Reintroducing & Reconnecting a Legacy Brand

Meighan Girgus - Chief Marketing & Programs Officer American Heart Association
As technology is drastically changing the way the world communicates with brands, brands are also having to evolve to remain relevant and impactful in the eyes of diverse multigenerational audiences that have different needs, pain points and behaviors. We’ll hear from Meighan Girgus, the Chief Marketing & Programs Officer with American Heart Association, the legacy non-profit founded in New York in 1924, as she explores the organization’s strategic change in approach to align financial resources with a renewed focus on developing a truly integrated brand vision while reaching multiple generations from increasingly diverse backgrounds. During this plenary session, Meighan will explore:
 
·         Partnering with the right agencies to help reintroduce your legacy brand to new generations that behave very differently than their predecessors
·         Leveraging strategic, breakthrough thinking and creative stylings to reach multiple generations from diverse backgrounds with the same messages
·         Implementing a sales and marketing enablement strategy for ‘big bag’ sales reps
·         Reaching new generations in more relevant, more contemporary terms


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Meighan Girgus

Chief Marketing & Programs Officer
American Heart Association

1:55 pm - 2:25 pm Are You Ready for Gen Z? Insights into the Next Consumer Wave

Allison O’Keefe Wright - EVP Managing Director Research and Strategy Open Mind Strategy
OMS has dug into the heads, hearts, hopes, hungers, habits, homes & #hashtags of countless Gen Z consumers. We’ve analyzed their evolution from little kids to driven, cynical teenagers and marveled in the impact that they are having on their peers, their parents and the world around them.  Their take on brands, media and life in general is uniquely their own – borrowing from previous generations while contradicting them in the same breadth.
 
This deep-dive exploration into the drivers of the Gen Z mindset will not only help marketers get to know this illusive generation better, it is also is designed in a context that will help them make the transition from focusing on Millennials as “THE youth generation” to comprehending this new breed of young consumers. 
 
The presentation looks at the ways in which Gen Z are both “Amplified Millennials” and “Anti-Millennials”, allowing the audience to revisit the key insights they have known to be true for the last youth wave, and recognize what still applies and where they need to rethink their points of connection. During this session, take a look at the guiding forces shaping this next generation of youth, and explores how they are both similar to and very different from Millennials.  A few of the key themes explored in this presentation include:
 
·         Why Your Labels Don’t Apply:  Already only 51% White, Gen Z will be the last majority White generation in the US. Moreover, less than half see themselves as completely heterosexual.
·         Early Specialists with Entrepreneurial Spirit:  Just hanging out isn’t on their to-do list, instead 89% of 7-17 year olds are spending their free time doing productive or creative activities.
·         The Anxiety Generation:  While Millennials were the ADHD generation, 1 in 4 Gen Zers have some form of an anxiety disorder, in part driven by the impact of their Digital DNA.
·         Cynical Cool:  These youth are not wearing rose colored glasses and many raise a snarky eyebrow to the idealistic, all accepting mindset of their older peers.  The influencers they respect and admire are a whole new breed.
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Allison O’Keefe Wright

EVP Managing Director Research and Strategy
Open Mind Strategy

2:30 pm - 3:00 pm Business Meetings

3:00 pm - 3:30 pm Business Meetings | Networking Break

MasterClass

3:35 pm - 4:20 pm Audience-Driven Marketing Plans Built on Public Data
James Campbell - Principal Mavens of London
Informing marketing strategies using social data has become a requirement for many marketers, but often existing approaches lead to broad, nebulous, and at worst, generic insights. 
 
In this session, James Campbell will present examples of innovative approaches marketers can use to find tangible insights from search and social data that can be used to ground audience-driven marketing plans. Highlights include:
 
  • Using facial recognition AI to build demographic profiles of highly specific audience groups
  • Building nuanced personas of target audiences using consumer-derived language
  • Identifying the underlying trends in user interest within the category and predicting how these will affect your go-to-market strategy
Using simple clustering techniques to find a natural fit between your brand and topics of interest for your consumers
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James Campbell

Principal
Mavens of London

BrainWeave

3:35 pm - 4:20 pm Weaving Data & Analytics to Drive Business Value
Audrey Levitan - Business Development Leader Valid
Ellyn Schmitz - Practice Lead -- Analytics Solutions Valid
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Audrey Levitan

Business Development Leader
Valid

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Ellyn Schmitz

Practice Lead -- Analytics Solutions
Valid

4:25 pm - 4:55 pm Using Behavioral Science & Rapid Prototyping to Build a Mobile Game for New Shoppers to Play In-Store

Om Marwah - Global Head of Behavioral Science Walmart & Sam's Club
Om Marwah, the first person to hold the position of Global Head of Behavioral Science at Walmart and Sam’s Club, leads a group that applies research in psychology to customer shopping, business strategy, and e-commerce. Om’s group focuses on Walmart’s 1 billion + customers. During this case study, Om will highlight how he and his team use behavioral science to get inside the heads of those consumers. We will more specifically look at how Walmart s using behavioral science to build mobile games that ultimately create exciting, in-store experiences for new customers. During this case study, we’ll explore:
 
·         Using behavioral science to create great customer experiences
·         Using mobile technology to foster long-term customer engagement
·         Understanding what your highest-value customers look (and act) like
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Om Marwah

Global Head of Behavioral Science
Walmart & Sam's Club

5:00 pm - 5:30 pm Business Meetings


5:30 pm - 6:00 pm Business Meetings


6:00 pm - 8:00 pm Negotiations Training Workshop: Building Win-Win Deals With Major Media Companies

Rahul Khanna - Global Head of Marketing Negotiations Uber
Join our collaborative negotiation workshop that puts the attendee in the negotiator’s seat. Participants are encouraged to maintain a data-driven focus with anticipated budgets, rebates and products. Your goal is to negotiate a deal for 2022 that’s best for your fictitious organization. You must leave with a deal in hand!
 
During this negotiation training workshop, we will:
  • Collaborate with team members to review fictional cases that include product requirements, budgets and fictional advertiser and publishers
  • Explore understanding product enhancements that will increase ROI
  • Discuss the art of negotiating prioritization and timelines
 
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Rahul Khanna

Global Head of Marketing Negotiations
Uber