2014 Chief Marketing Officer Leadership Forum
2014 Chief Marketing Officer Leadership Forum
January 29, 2014 - Los Angeles, CA
JOIN LIKE-MINDED PROFESSIONALS IN YOUR FIELD FOR A FULL DAY OF LEARNING. EXPLORE CUTTING EDGE CONTENT AND EXPAND YOUR NETWORK WITH THE BEST AND BRIGHTEST EXECUTIVES IN THE REGION!
Why You Should Attend!#ArgyleCMOLA
The good news: the economy is slowly picking up speed, and consumers’ spending habits are reflecting that. The bad news: consumers are still being very cautious with their dollars, and they are now hyper-connected with each other and the media, granting them unlimited information and opportunity to scrutinize. Consequently, today’s CMO faces a lot more pressure to demonstrate value to consumers in a much more competitive market. There is an intensified need to maintain the exceptional components of a strong brand identity while also constantly re-tailoring the brand to the changing wants and needs of the modern consumer. Similarly, while CMOs feel pressure to maintain strong traditional marketing channels, they are faced with the challenge of taking advantage of the multitude of opportunities within digital marketing and smoothly integrating these into their overall marketing strategy.
Argyle Executive Forum is bringing together leading CMOs and marketing leaders from a variety of industry verticals to discuss best-practices and innovative marketing strategies in a discussion-based format at our 2014 CMO Leadership Forum taking place in LA.
This event will feature insights from top
Shine America View Bio »
As Senior Vice President, Business and Brand Development, Monica Austin leads the company's strategic on-air brand integration and sponsorship initiatives, as well as off-air merchandising and licensing opportunities for all scripted, unscripted and digital properties.
Austin develops multi-platform partnerships with Fortune 500 companies such as P&G, Clorox, Walmart and others on Shine America series such as The Biggest Loser, MasterChef, MasterChef Junior and The Face.
A veteran in business and brand development, Austin joined Shine America from Super! Alright!, where, as the Vice President, Business and Content Development, she developed, managed and implemented strategy for the company's existing brand clients including experiential events, website development, digital content, social media engagement and general campaign positioning. While there she also developed and executive produced a new series for National Geographic Wild.
Prior to Super! Alright!, Austin was at ITV Global Entertainment where she spearheaded the exploitation and commercialization of worldwide brands for development in the digital, gaming, off-air and traditional merchandising and licensing space as well as implementing on-air integration and sponsorship initiatives across all ITV Studios US properties including Hell's Kitchen (FOX), Nanny 911 (FOX) and I'm A Celebrity Get Me Out of Here (NBC).
Austin was recently honored on the Advertising Age 40 Under 40 and Forbes Magazine 30 Under 30 lists.
ThinkVine View Bio »
Mark Battaglia is a proven business leader with over 20 years of experience in discovering and capitalizing on market opportunities. Mark is currently the chief executive officer at ThinkVine Corporation, a fast-growing marketing mix optimization software company that enables B2C marketers to achieve the best return across all of their marketing investments. Prior to ThinkVine, he was the executive vice president of sales & marketing at Multicast Media, a software-as-a-service online video platform provider, where he developed and executed corporate and vertical market strategies. During his career, Mark has held top marketing executive roles at a variety of software and information services companies, including executive vice president of marketing at SPSS, a recognized industry leader in predictive analytics software.
He has a B.A. with a concentration in economics from the College of William and Mary and an M.B.A. from the University of Chicago’s Booth School of Business.
Warner Bros. View Bio »
Michele Edelman is the Vice President of Direct to Consumer Marketing for Warner Bros. Studios in the Home Entertainment Division. In this relatively new position Michele oversees all Consumer initiatives now available through Warner Bros. due to the changing technological landscapes and direct relationships with consumers including CRM, Data Intelligence, Digital Product Marketing Services, the WB Social Enterprise and the Warner Bros. Digital Entertainment Store A 13-year officer at Warner Bros., Michele most recently spent 10 of these as a Director and then Vice President of WW Marketing, Programming and Acquisitions for Warner Bros. Digital Distribution. In her role she oversaw all worldwide marketing efforts for Warner Bros.’ and content partner product distribution over existing, new and emerging digital platforms, including pay-per- view, electronic sell-through, transactional and subscription video-on-demand, wireless, manufacturing-on-demand and more.
An industry executive with extensive marketing and sales experience, Ms. Edelman has created dynamic campaigns for some of the largest entertainment studios including Disney, ESPN, MTV Networks and Warner Bros. She began her career at Warner Bros. in the Pay-TV division in New York and then moved to Los Angeles and held various sales and marketing positions with Disney, Request Television, ESPN Classic, (formerly Classic Sports Network) and TCI Music/The Box Music Network, an MTV/Viacom Network. In between, Ms. Edelman, an entrepreneur at heart, developed and acquired financing for a start-up cable network, Websitelevision - the first 24 hour cable network dedicated to the promotion and showcasing of Internet web sites. In 2000 she returned to Warner Bros. to spearhead marketing efforts for the video on demand (VOD) area of Warner Home Video which, in 2006, was merged into Warner Bros. Digital Distribution group to handle all forms of digital distribution including cable, satellite, broadband and mobile. In 2009, Ms. Edelman co-lead the industry’s first universal Movies On Demand program with CTAM, and helped forge a campaign with the cable operators and movie studios garnering $30M in media to promote Transactional Movies On Demand at a time when traditional video stores were closing.
Ms. Edelman received a BA from The University of Rhode Island and is also a graduate of the Tuck Advanced Management Program at Dartmouth College. She sits on the Executive Advisory Board for the Harrington School of Communications and most recently she was elected to the National Board of Directors for GLAAD, the organization dedicated to promoting and ensuring fair, accurate and inclusive representation of gay, lesbian, bi-sexual and transgendered people and events in the media. She is an active member of numerous industry organizations including CTAM, The Digital Entertainment Group, The American Marketing Association, Time Warner’s Breakthrough Leadership Program and Women In Cable and Telecommunications. She is the recipient of numerous awards including the 2011 URI Dean’s List Distinguished Achievement Award, CTAM’s Rainmaker Award, and the 2010 CTAM Chairman’s Award, and was named to CableFax’s Top 100 PowerList of Executives. Michele also recently completed Time Warner’s Chairman’s Challenge, a prestigious program initiated by the leaders of Time Warner.
ForeSee View Bio »
As Senior Director of Mobile, Media & Entertainment, Eric provides leadership to ForeSee’s mobile solutions as well as solutions related to the media and entertainment industries. He is responsible for working with product, delivery, sales, and marketing teams to ensure that ForeSee continues to bring innovation and operational excellence to its mobile offerings. Since joining ForeSee in 2004, Eric has been contributing to the strategic growth of the organization. He brings 15 years of customer-focused experience to the team, and is a frequent presenter at conferences in the U.S. and UK.
Eric is currently on the Board of Directors for the Digital Analytics Association (DAA), formerly the Web Analytics Association, and serves as an instructor for various trade groups on the importance and application of attitudinal analytics. Previously, he has held positions that include web analyst, multichannel strategy consultant, usability specialist and focus group moderator. His goal is to best understand and motivate multi-channel consumers on behalf of his clients.
Eric is a graduate of the University of Michigan.
Caesars Entertainment Corporation View Bio »
Jason Gastwirth is senior vice president of marketing and entertainment at Caesars Entertainment, where he is responsible for managing global brands including Caesars, Harrah’s and Horseshoe, the company-wide media and PR strategies and the entertainment programming across the company's 40+ venues nationwide. Gastwirth joined Caesars Entertainment Corporation as its Vice President and Executive Associate to the Chairman, President & CEO. Gastwirth was recognized as “40 Under 40” by Vegas Inc. magazine in 2012.
Prior to joining Caesars, Gastwirth served as the Chief Marketing Officer of the Palms Casino Resort in Las Vegas where he oversaw property marketing, hotel sales, revenue management, e-commerce, public relations, entertainment, sponsorship and call center operations. Gastwirth also worked at Las Vegas Sands Corp. and was a member of the Executive Team at The Venetian and Palazzo in Las Vegas, most recently as Vice President of Casino Marketing and Corporate Entertainment. In this role, he was responsible for expanding the VIP gaming customer base while negotiating entertainment deals for LVS’ properties in Las Vegas, Macao and Singapore.
Before joining the hospitality and entertainment industry, Gastwirth held strategy positions in San Francisco and New York at Gap Inc. and management consulting firm Booz Allen Hamilton. Gastwirth earned his bachelor’s degree in government with honors at Harvard University and his MBA at Stanford University.
Universal Music Group View Bio »
LJ Gutierrez is the Senior Vice President of Partnership Development for Universal Music Group Distribution. Ms. Gutierrez oversees both UMGD’s Partnership Marketing group and its Non-traditional sales group. Both areas work closely with Universal Music Group Distribution’s owned and associated labels to maximize marketing and sales opportunities on behalf of UMG artists. The partnership marketing group has developed successful integrated marketing campaigns with major consumer partners such as Samsung, Anheuser Busch, MasterCard, Coca-Cola and Kimberly-Clark, while the non-traditional sales group has leveraged new marketing channels with retailers such as Urban Outfitters, Justice and HSN.
Luxe Hotels View Bio »
As the recently appointed vice president of marketing for Luxe Hotels, including its global membership hotels branded under Luxe Worldwide, Charles Harris applies his diverse marketing and brand positioning expertise to the company’s strategic partnerships and the leadership of all corporate marketing engagement campaigns. He is also responsible for the brand’s digital campaigns, having focused heavily on SEO, SEM, social media and email marketing throughout his career. In this role, Charles also oversees all public and media relations activities.
In joining the Luxe Hotels team, Charles brings an extensive background in business marketing with the likes of the Los Angeles Dodgers, the Walt Disney Company and Anaheim’s Mighty Ducks, and past executive positions directing corporate publicity and creating lucrative partnerships for widespread marketing campaigns. As president and founder of Israel-based Coast 2 Coast Communications, his leadership grew the company’s profit margin exponentially in five years. Charles also served as Vice President of strategic marketing for the Internet business unit at Experian Consumer Direct, where his work earned a finalist position for a Silver Anvil award.
Charles’ previous success in securing and retaining corporate alliances and sponsorships, and representing distinctly individual brands and companies aligns perfectly with the multi-faceted position at Luxe Hotels. A graduate of University of California, Irvine, Charles is also an adjunct professor in the sport management graduate program at California State University, Long Beach.
Randstad View Bio »
Kristin Kelley leads the strategic marketing and communications initiatives to shape Randstad’s brand in both the U.S. and Canada. Under her leadership, Randstad has launched innovative strategies to raise Randstad’s brand awareness, built integrated strategies to drive commercial value, as well as position the company as a thought leader in the industry. Kelley is a frequent speaker and panelist at industry events, often addressing topics like employer branding, women in business and the integration of marketing and information technology. She also has expertise in covering data driven solutions and the impact of digital transformation on business. Kelley directs the company’s corporate social responsibility programs and is a member of the Greater Boston Chamber of Commerce’s Workforce Development Committee and Women’s Chamber, as well as an advisor for the Hire Hope program, aimed at providing career-readiness training to underserved women in our community.
Advanced Micro Devices View Bio »
Colette LaForce is senior vice president and chief marketing officer of AMD, a $5.4 billion global technology leader. Prior to joining the company in May 2012, LaForce served as global vice president and chief marketing officer of Dell Services, the approximately $8 billion IT services business unit of Dell Inc.
As SVP and CMO, LaForce is chartered with driving purchase preference for AMD solutions globally, while helping to position the company for long-term growth.
Prior to her tenure at Dell, LaForce spent nearly a decade in marketing and communications leadership roles for emerging consumer and enterprise technology companies in the San Francisco Bay Area. She began her career at Accenture as a software programmer.
LaForce lives with her husband in Austin, Texas, and is an avid artist, writer and enthusiast of the arts. She is a graduate of the University of Notre Dame, where she also swam competitively.
Health Net, Inc. View Bio »
Dan Lieberman is chief marketing officer of Health Net, an $11 billion health coverage provider which, through its subsidiaries, covers approximately 2.5 million members in commercial, Medicare and Medicaid programs across California, Arizona, Oregon and Washington. Mr. Lieberman oversees marketing and product development for all business lines, as well as a company-wide effort to make the company even more consumer-oriented and improve its ability to attract and retain health consumers in a post-ACA (Affordable Care Act) world.
During his tenure at Health Net, Mr. Lieberman has overseen creation of a new marketing department, the highest-testing ad campaign in Health Net's history and the re-creation of virtually all Health Net products in preparation for new regulations and markets that take effect January 2014 under the ACA, e.g. development of Health Net’s offerings for new health insurance Exchanges. He also sponsored development of the strategy and design for a new direct sales capability and promotions to drive Consumer adoption of Health Net's new products.
Before leading Health Net’s marketing enterprise, Mr. Lieberman served as an Executive Consultant to Google, providing business development and marketing expertise and guidance unrelated to the health industry. Prior to Google, he was Senior Vice President, Product Development, Behavioral Solutions at OptumHealth, launching the company’s highest margin product. Prior to OptumHealth, Mr. Lieberman was Executive Director, Marketing at Kaiser Permanente and VP Marketing & Business Development Strategy at United Health Care. Earlier in his career, Mr. Lieberman held Brand Management and International Research roles with Procter & Gamble and AC Nielsen.
Mr. Lieberman holds a master’s degree in Business Administration from Harvard Business School and a bachelor’s degree in Psychobiology and International Studies from Yale University.
AEG Sports View Bio »
Jonathan Lowe is a strategic marketing and promotions professional with a proven track record of creating dynamic and innovative campaigns for sports teams, live events, music artists and consumer products.
In his 12th year with sports and live event leader, AEG (Anschutz Entertainment Group), Jonathan has created and executed marketing campaigns for its most prized assets including STAPLES Center, The Los Angeles Kings, The Los Angeles Galaxy and The StubHub Center as well as national music tours and pay-per-views. Currently, Jonathan serves as the Vice President of Marketing for AEG Sports, overseeing creative/branding, advertising, media buying, promotions as well as playing a key role in driving digital and social media innovation.
Jonathan has been behind a number of innovative digital and social media “firsts” that have positioned his properties as leaders in this ever-changing landscape. His marketing campaigns and promotions have received regional and national recognition in media outlets including the LA Times, New York Times, Daily News, Forbes.com, MSN.com, Fast Company, Life Magazine.com, Sports Illustrated, Los Angeles Business Journal, Entertainment Tonight, E!News, ABC (Los Angeles), ESPN TV and FoxSports.com. In addition, Jonathan has created marketing and promotions campaigns for The Los Angeles Lakers, 10 World Championship Boxing Events, Celine Dion’s Las Vegas Show A NEW DAY, The King Tut Exhibit at LACMA as well as national concert tours with Prince and Rod Stewart, just to name a few.
In addition to his role at AEG, Jonathan is also an Adjunct Instructor at the University of San Francisco’s Graduate Program in Sports Management and serves on the Promax BDA Sports Media Marketing Awards Advisory Council.
Dell View Bio »
Drew Miller leads Dell’s Global Marketing Analytics & Insights organization. His teams help Dell marketers & sales people say the right things, to the right customers, in the right place, at the right time via analytics, business intelligence, social listening, research, and planning.
Prior to this role Drew served in a variety of marketing leadership roles at Dell beginning in 2000. Most recently he was the Chief of Staff for Dell’s CMO Karen Quintos. I this capacity he assisted Karen in shaping and driving near term go-to-market priorities and long term transformation of the company’s marketing model.
Drew joined Dell after graduating from the University of North Carolina’s Kenan-Flagler Business School. Before attending Kenan-Flagler he served as an Infantry Officer in the U.S. Army and consulted to the United Nations on international disaster relief. In his undergraduate studies he focused on business management at the University of Virginia.
He loves to travel with his wife and two young sons, coach & play soccer, ski, and fish.
Newegg View Bio »
Soren Mills is the Chief Marketing Officer of Newegg North America, responsible for overseeing marketing operations and strategy.
Prior to joining Newegg, Mills was the executive vice president and general manager at Guitar Center where he led Musician’s Friend, the company’s online division and largest online retailer of musical instruments. Mills has also held a variety of national and international positions at Wal-Mart Stores, Inc. In his most recent role at Wal-Mart International, Mills was promoted to corporate officer in order to build and lead its global e-commerce services group. In that capacity, he successfully developed and launched Wal-Mart’s first global e-commerce platform, resulting in growth and profitability improvements.
Before Wal-Mart, Mills was responsible for marketing for the European launch of Priceline.com. As the vice president of marketing at Priceline.com Europe, Mills defined the company’s brand strategy and managed sales and marketing operations. During his time there, Mills helped the company achieve a significant share of the UK online airline ticket market.
Mills holds a master of business administration from Dartmouth College, Amos Tuck School of Business.
Walt Disney Studios View Bio »
With over 15 years of partnership marketing experience, Jim Morris has worked with large global organizations like Delta Air Lines to multi-national, privately held companies like Teleflora, the world's largest network of neighborhood florists. Having a passion for entertainment, Jim combined his love of partnerships, branding and entertainment to bring big ideas to the table. While at Teleflora, he created programs with Walt Disney Studios, Universal Studios and superstar Faith Hill – capitalizing on the storytelling, brand equity and star power of these entertainment powerhouses. Now at The Walt Disney Studios, Jim works with some of the most popular consumer brands to create promotional marketing programs leveraging the film's themes, content and characters. Other brands represented by The Walt Disney Company's Global Promotions team are Pixar, Lucasfilm and Steven Spielberg's DreamWorks Studios.
Jim earned a BS in Marketing and Finance from The University of South Carolina and an MBA from Georgia State University.
X+1 View Bio »
A classically trained brand marketer, John Nardone is recognized as an innovator and leading marketing strategist. Over the course of his career – which has included positions with major brands such as P&G and Pepsi, as well as with trail-blazing agencies and consultancies such as Modem Media and Marketing Management Analytics – Nardone has helped set the industry agenda. As the chairman and CEO of [x+1], Nardone is again at the vanguard. His vision – of marketing decisions fueled by actionable data and expressed through every audience touchpoint – is redefining the way enterprises understand and engage with their customers.
Disney Music Group View Bio »
Ray Powell has been at the nexus of brands and entertainment for over 15 years, bridging the gap between some of the world’s best known brands and most engaging celebrities and entertainment properties. Currently, Ray heads up the brand partnerships and promotions team for Walt Disney Studios’ Disney Music Group. In this role, Ray has created hundreds of partnerships between brands and artists on the Hollywood Records label including Selena Gomez, Demi Lovato, and Lucy Hale. He has also orchestrated brand partnerships with Walt Disney Records soundtracks from iconic Disney films such as Cars 2, Frozen and The Muppets. Prior to Disney, Ray was Co-Head of Davie-Brown Entertainment’s Music division where he was the Executive Producer of the Jagermeister Music Tours and architect of XM Radio’s Kenny Chesney “XMarks the Spot” stadium concert series. Before his time at Davie-Brown, Ray was a brand manager at Mattel, running the $60MM movie-clips trivia game, Scene It. Ray is an M.B.A. from the University of Southern California Marshall School of Business, and attended the University of Florida for his undergraduate business degree. Outside of work, Ray is an avid airplane pilot and an award-winning craft beer brewer.
BP View Bio »
Donna is the VP of Marketing for BP’s West Coast retail business. The ARCO and ampm brands have been fueling cars and providing convenience to customers for over 30 years. More than 1,300 ARCO branded sites currently operate in California, Nevada, Arizona, Washington and Oregon. There are over 950 ampm locations covering the same five western states as part of select ARCO fueling stations. ampm was ranked No. 16 in Entrepreneur Magazine's Top 500 franchises list in 2012. Parent company BP operates in over 80 countries, has more than 85,000 employees, and markets to consumers through over 20,000 retail outlets.
Donna joined BP in 1996 and has held various marketing and operations positions during her career. In her current role, she oversees all advertising, marketing, branding, category management, merchandising, supply chain, and public relations for the ampm brand across the West Coast and for the ARCO brand in Northern California and the Pacific Northwest.
Donna earned her bachelor’s degree from University of Pennsylvania and her master’s degree from University of Southern California.
VMware View Bio »
Karen Steele currently serves as VP of Corporate Marketing for VMware, responsible for global brand, brand strategy, advertising and awareness initiatives; corporate events and trade shows; marketing/creative services; customer marketing programs and integrated product launch programs and communications.
Prior to VMware, Ms. Steele was senior vice president of corporate marketing for Saba, responsible for global communications, go-to-market strategy, branding, PR and analyst relations, and demand-generation initiatives. Ms. Steele has more than 25 years of experience leading global marketing teams.
Before Saba, Ms. Steele was vice president of marketing for Cloud9 Analytics, a leading on-demand analytics applications provider. Prior to Cloud9, Ms. Steele served as senior vice president of marketing with Xactly Corporation, a leading provider of on-demand sales performance and compensation management. Prior to her executive role at Xactly, she served as vice president of corporate marketing with Informatica Corporation, a leading provider of data-integration software and services. She was responsible for managing Informatica's global corporate marketing and marketing operations.
Prior to Informatica, Ms. Steele held senior marketing positions at Currenex and AlphaBlox. Ms. Steele began her career at Apple Computer, Inc. and NeXT, where she spent 13 years directing worldwide marketing communications and consumer marketing and brand programs.
Oracle View Bio »
Andrea Ward leads global marketing and demand generation for Oracle Eloqua. As the leader responsible for Oracle's marketing integration and global communications strategy in dozens of acquisitions, she guided the digital transformation of the marketing function for multiple organizations. Through her work with today's most innovative Modern Marketers, she has first-hand experience with the innovative changes currently underway in business-to-business and considered purchase marketing.
SAS View Bio »
Carie Whalen is a marketing and technology executive with over 15 years of experience helping Fortune 500 companies leverage marketing, analytics and technology to better understand their customers and drive profitable business. At SAS, Carie manages the Customer Intelligence Digital solutions for the U.S., Canada and Latin America. While at SAS, Carie and her team have worked with hundreds of customers across industries including financial services, retail, telecommunications, health insurance, pharmaceuticals, manufacturing, and hospitality to provide best practices in direct marketing through analytics.
Prior to SAS, Carie worked for Accenture architecting and delivering Customer Intelligence solutions for corporations worldwide. While at Accenture, Carie worked with clients including PayPal, E*TRADE, AT&T, Wells Fargo, United Health Group and The Limited Companies to develop and execute targeted marketing capabilities across digital and traditional channels.
University of Phoenix View Bio »
Marketing for University of Phoenix is led by Arra Yerganian, Chief Marketing Officer. Arra is a classically trained brand manager who brings deep marketing and management experience to the University. His 25+ year career has included senior leadership positions in general management, marketing and sales with Phoenix Solar USA, Procter & Gamble and the nation’s two largest homebuilders, Lennar Corporation and Pulte Group.
Arra oversees the development and execution of the University’s national and regional marketing strategies while managing key resources which encompass strategic planning, positioning and brand management. His marketing team produces all collateral and messaging for University of Phoenix and governs the traditional, Web and social media channels carrying the University’s advertising.
Arra is a graduate of Boston University, earning a Bachelor of Science degree in International Marketing & Operations Management. His distinguished academic performance was awarded with a Scarlet Key – the honor for academic excellence and campus leadership. Arra pursued is graduate level education at Harvard Business School and completed its Executive Education Program in Strategic Marketing Management.
Arra is also a member of M50, a global organization recognizing the world’s top marketing executives. He is an active volunteer and Board Chair Emeritus of the Silicon Valley American Red Cross, a trustee at the St. Andrew Armenian Church and a board member of the on-line Armenian Virtual College. Arra and his wife, Taline, have three children and make their home in San Jose, California.
8:00am – 9:00am Breakfast
9:00am – 9:05am Argyle Executive Forum Opening Remarks
9:05am – 9:40am Fireside Chat
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“The Business of Branding” Kristin KelleyChief Marketing OfficerRandstadInterviewed by:Karen SteeleVice President, Corporate MarketingVMware
9:45am – 10:05am Thought Leadership Spotlight Presented by Oracle
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"How Modern Marketing Works"
Discover how Modern Marketing moves prospects along their buying journey to become customers and advocates. The function of marketing has significantly changed in the digital age. Buyers are now self-educating online and making purchase decisions well before ever speaking to sales. New marketing techniques incorporating Digital Body Language, social media, and compelling content have re-defined the role of the Modern Marketer. Join this track to learn how leading companies are taking advantage of marketing automation and social media platforms to drive revenue.Andrea WardVice President, MarketingOracle*Please note, this session is off the record
10:05am - 10:30am Coffee Break
10:30am – 11:15am Panel Discussion
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“Building an Exceptional Brand Through Customer Engagement”Session topics include, but are not limited to:Understanding the growing importance of content marketing in today’s customer-centric world
- Addressing customers’ heightened expectations for tailored, relevant, valuable content Evaluating the types of interactions and content your customers prefer
- Segmenting your customer base, understanding their preferences, and mapping marketing efforts accordingly
- Delivering the most tailored, personalized content at all touch points to drive customer engagement Exploring the most innovative channels and technologies to communicate with your customers
- Leveraging video and rich media to drive brand engagement
11:20am – 11:40am Thought Leadership Spotlight Presented by ThinkVine
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"Every CMO Can Get Big Value from Big Data"More than ever marketers are under intense pressure from CEOs and CFOs to justify their investments in terms of “boardroom metrics.” The explosion in rich, but complex data sources promises to deliver better decision-making information, but results have been less than expected based on the hype and investment of Big Data. Marketers need to transform the way they think about and handle Big Data to get Big Value. This presentation will focus on:
- How to be smarter about which data to use to move the dials that matter
- How to use Big Data to solve key business problems and deliver higher ROI
- How to keep marketing planning and execution in sync
11:40am – 12:00pm Coffee Break
12:00pm – 12:45pm Panel Discussion
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“The New ‘Digital’ CMO”Session topics include, but are not limited to:
- How is digital affecting the role of the CMO? How does the CMO fit into the management team? Marketing’s transformation into a data driven science
- Being the catalyst to help your marketing organization make this transition
- Utilizing new measurement tools and ROI to demonstrate the value of marketing within the organization
- Scrutinizing how investments into certain channels are driving results and using that knowledge to better target your spending How has digital transformed the way in which CMO’s structure their teams?
- What new positions have become necessary? How are these new roles being defined? How is digital affecting the CMO’s agenda?
- Strategy, resources, finance, decision making, technology choices
- How will the role of the CMO continue to evolve in the future?
12:45pm – 1:45pm Lunch
1:45pm – 2:05pm Thought Leadership Spotlight Presented by ForeSee
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“Innovating Analytics: Gaining a Competitive Advantage in a Customer-Driven World”
Today we are entering a paradox where it is both easier and harder than ever before to measure the customer experience. The tools are there but are you using the right ones and using them the right way? As this generation of consumers’ expectations and technological capabilities continue to evolve so must the analytics used to measure the experiences they have with companies and organizations.
ForeSee Senior Director, Mobile, Media, and Entertainment, Eric Feinberg, will discuss the need for a comprehensive system of metrics that eliminates metric silos to better support today’s multichannel, multi-device world we live in. He will explain how this next generation of predictive customer experience analytics can be a strategic asset and help increase the velocity of growth for your business. Using word-of-mouth metrics as an example, he will also talk about the importance of innovating analytics so company executives can keep pace with the maturing customer and their continuously changing expectations to gain a competitive advantage.Eric FeinbergSenior Director, Mobile, Media, and EntertainmentForeSee
2:10pm – 2:45pm "It Takes a Village (of Courageous Marketers)"
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A true story of how a determined marketing team helped reimagine, reinvent and reenergize a Fortune 500 brand and its corporate culture.Colette LaForceSVP & Chief Marketing OfficerAdvanced Micro Devices
2:45pm – 3:00pm Coffee Break
3:00pm – 3:45pm Panel Discussion
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“Leveraging Entertainment to Strengthen Your Brand”Session topics include, but are not limited to:
- Working with Music, TV, Celebrities, and Film
- The benefits of partnering with various entertainment platforms
- The process: lead times, costs, deal terms, and executions
3:50pm –4:25pm "Dell’s Marketing Analytics Evolution"
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As Dell’s business model and customer value proposition have changed, so too has the role of marketing analytics at the company. The company is evolving from analytics improve marketing functions in silos, into an approach that will drive across the full go-to-market engine by focusing on the customer. See how Dell is planning this journey, and hear the lessons they’ve learned along the wayDrew MillerExecutive Director for Global Marketing Analytics & InsightsDell
4:25pm – 4:30pm Argyle Executive Forum Closing Remarks
4:30pm – 5:30pm Closing Reception
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*Please note, agenda is subject to change
What will be discussed? Explore marketing hot topics and challenge areas such as:
Evaluate where you are on the omnichannel maturity curve, reflect on how your team is driving accountability around the omnichannel customer experience, and find out what you could be doing better. Our speakers will discuss:
- Methodologies for measuring ROI
- Targeting with customer data
- Managing cross functional collaboration
- Comparing single and multichannel interactions
Confront the shift to the mobile consumer head on, by learning how the Fortune 500 has adapted their marketing efforts for mobile devices. Discuss mobile's evolution and make predictions for the future. Get briefed on:
- Optimizing content for mobile
- Managing the mobile channel as a marketer
- Building a unified view of users across channels
- Measuring the ROI of mobile
Buyer 2.0: the B2B customer
Who is the B2B customer of today, as opposed to 5-10 years ago? Learn how successful organizations have implemented new channels and capabilities to reach this specific type of consumer. Gain insight into:
- Catering outreach to the customer
- Empowering your sales team
- Establishing brand credibility
- Becoming a thought leader
Explore how we understand our customers in today's hyper-connected world, and develop a brand dialogue to effectively communicate with them. Hear discussions on:
- Understanding audience fragmentation
- Connecting emotionally with customers
- Communicating across multiple touch points
- Integrating new media with traditional strategy
The digital CMO
The digital sphere has changed the role of the CMO, in scope and practice. Talk about how this affects all areas of the executive agenda, from budgeting to hiring. Learn how top CMOs are:
- Being catalysts for change
- Adopting new measurement tools
- Defining new roles to add value
- Leading by example
Exceed your customer's expectations for a tailored experience with effective content marketing. Find out how other marketing leaders are:
- Driving engagement through personalization
- Measuring content efforts
- Exploring new communication channels
- Understanding customer preferences
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A VP of Marketing at Compass Group USA on attending Argyle CMO events and making connections.
"Their forums bring together engaging speakers and fascinating content. "
The CMO of Constellation Brands on the Argyle CMO series.
Traveling for the event? Stay at one of our
Please note the below is a preferred hotel of Argyle Executive Forum. Please specify that you are part of the Argyle Executive Forum group when booking sleeping rooms in order to receive a discount of 15% per night.
The Beverly Hills Hotel
9641 Sunset Boulevard
Beverly Hills, California 90210
Telephone: (310) 276-2251
Continuing Education Credits:
Due to the nature of our program, Argyle events do not always receive continuing education credits. We do make efforts to apply in several states and will work with members to apply as an individual if credits are not awarded for the event. Should we receive credits, we do however inform our members.