Day 2: Monday, Feb. 12

Networking

7:45 AM - 8:30 AM Networking Breakfast

Opening Remarks

8:30 AM - 8:35 AM Chairperson’s Opening Remarks

Morning Keynote

12:10 PM - 12:40 PM 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

Business Meetings

10:00 AM - 10:30 AM Business Meetings

Business Meetings

10:30 AM - 11:00 AM Business Meetings

Networking

11:00 AM - 11:15 AM Networking Break

Case Study

11:15 AM - 12:00 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

Lunch

12:00 PM - 1:00 PM Networking Lunch

Plenary Session

1:00 PM - 1:30 PM 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

Plenary Session

1:30 PM - 2:00 PM Reimagining, Reintroducing & Reconnecting Your Legacy Brand to a Highly Diverse Multigenerational Audience

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

MasterClass B

2:05 PM - 2:50 PM The Power of In-App Messaging

Studies show that most apps are used a small number of times following download. Still, many companies are turning to mobile messaging to connect with consumers at a critical point in the customer journey. When done right, mobile messaging can reverse this trend by pushing consumers to consistently and continually use your app. During this MasterClass, learn how to:
· Create powerful in-app and push messages
· Deliver in-app and push messages
· Drive interaction and engagement through mobile messaging
· Drive consumers back to your app through relevant and timely mobile messaging content

BrainWeave B

2:05 PM - 2:50 PM Cracking the Code on Marketing Performance Management

Audrey Levitan, Business Development Leader, Valid USA Ellyn Schmitz, Practice Lead -- Analytics Solutions, Valid USA

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Audrey Levitan

Business Development Leader
Valid USA
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Ellyn Schmitz

Practice Lead -- Analytics Solutions
Valid USA

Business Meetings

2:55 PM - 3:25 PM Business Meetings

Business Meetings

3:25 PM - 3:55 PM Business Meetings

Networking Break

3:55 PM - 4:10 PM Networking Break

Breakout Session A

4:10 PM - 4:40 PM Evolution of the B2B Customer Experience: How a Fortune-15 Healthcare Company Turns Customer Demand Into Business Opportunity

Corey Case, VP, Customer Engagement , Cardinal Health
We will explore the rapid evolution of the B2B customer experience and how Cardinal Health, a Fortune #15 healthcare company, is responding to customer demands with a fierce commitment to customer experience. Corey Case, VP of Customer Engagement, will review how his team is leveraging deep customer insights to transform the way a top 10 medical device company executes a new go-to-market model in an increasingly dynamic and competitive market. During this breakout session, we will explore:
· Redefining the B2B ecommerce experience
· Rich and robust product content merges as critical for the overall customer experience
· Implementing a sales and marketing enablement strategy for ‘big bag’ sales reps

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Corey Case

VP, Customer Engagement
Cardinal Health

Breakout Session B

4:10 PM - 4:40 PM The Future of Content Marketing: Creating Human Connections in a Digital World

Kim Brown, Head of Global Marketing, GE Renewables
During this breakout session, we will explore how societal trends and always-on channels are changing the face of content marketing for brands and customers in big ways. For Kim Brown, Global Head of Marketing with GE Renewable Energy, that means focusing on the organization’s vision to drive evolution through experience by creating strong customer relationships, fostering a history of innovation and a lifecycle approach with the goal of making assets and plants perform better tomorrow than today. Kim strives to underscore the vision of GE Renewable Energy through content marketing focused on a human connection in a digital world. During this breakout session, we will explore:
· Connecting with your consumer, B2B and B2C, through content that appeals to human emotion
· 5 reasons GE’s content goes viral on Reddit (and everywhere else!)
· Why GE has become one of the most successful examples of content marketing
· The keys to GE’s content marketing strategy, including transaction of content, retiring the good ole’ press release
· Finding your story in a digital world filled with content clutter and chaos
· Moving beyond the blog and into a culture of content

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Kim Brown

Head of Global Marketing
GE Renewables

Business Meetings

4:45 PM - 5:15 PM Business Meetings



Business Meetings

5:15 PM - 5:45 PM Business Meetings



Negotiations Workshop

5:50 PM - 7:15 PM Negotiations Training Workshop

Rahul Khanna, Global Head of Marketing Negotiations, Uber


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Rahul Khanna

Global Head of Marketing Negotiations
Uber

Networking

7:15 PM - 8:15 PM Networking Cocktails & Dinner Reception