2017 Chief Marketing Officer Leadership Forum
Why You Should Attend!#ArgyleCMO
Argyle Executive Forum is bringing together leading marketing, digital and analytics executives at our annual Los Angeles event. Throughout a full day of content and networking, we will focus on the most pressing issues that executives face as marketing’s role within the organization continues to evolve in 2017. Our agenda will be specifically geared towards Chief Marketing Officers, Chief Digital Officers, as well as Marketing, Brand Strategy, Digital, and Analytics VPs and Directors in a leadership role. Key topics covered by our speaking faculty will include:
- How the next wave of digital transformation will continue to transform the role of the marketing leader and the traditional executive team structure
- The next frontier of content marketing in a digitally driven ecosystem
- How next generation analytical capabilities will further transform the most in demand marketing skills
- How the world’s most innovative brands are deliver personalized, meaningful brand experiences
- Leveraging predictive analytics to delight the customer
Our keynote presentations, fireside chats, panel sessions, and networking breaks will enable candid discussions with your peers focused on these topics and more. Speakers at our 2016 LA Forum included Steven Bushong, SVP Marketing Operations at Disney ABC Television Group; Penny Baldwin, VP, Brand and Reputation Marketing at Intel Corporation; Heather Lazarus, Global VP, Brand Marketing - Girls at Mattel; Kristy LoRusso, VP Digital & Direct Marketing at Kaiser Permanente; Mitch Rotter, SVP Brand Marketing at Ticketmaster; and more.
We look forward to bringing together another fantastic faculty in 2017, and to hosting you alongside our community of Fortune 500 marketing leaders from Southern California and beyond!
This event will feature insights from top
Otter Products LLC. View Bio »
Cohen brings more than two decades of expertise marketing for large international brands to Otter Products. He holds a Bachelor of Science in accounting from Northern Illinois University and a master’s in business administration from Indiana University. Over the course of his career, Cohen has worked to build branding and campaigns for companies that include Anheuser-Busch, General Mills and BP. He’s held leadership positions at Jim Beam Brands Co., Napster, and shopping center operator Westfield, to name a few.
Cohen joined San Diego-based LifeProof in early 2013 and led the integration with the OtterBox brand. Today, he is responsible for leading all marketing functions for both brands, including marketing strategy, product development and marketing, advertising, digital marketing, e-commerce, events and public relations.
20th Century Fox View Bio »
In 1998, David Goodrich pioneered the first-ever rich media campaign online, while working for the first-ever full service digital advertising agency, K2 Design, working on behalf of Standard & Poor’s Personal Wealth. In 1999, he joined Internet Shopping Network, the first-ever ecommerce website. Then in 2005, Goodrich was responsible for the first ever advertising buy on Facebook.com, at OMD, leading digital for Johnson & Johnson’s Clean & Clear brand.
Since 2013, David has been Head of global e-commerce and for 21st Century Fox. In addition, David also serves as a senior advisor for profitable start-up digital monetization companies DistroScale.com, Attro Digital.com, and Solid Opinion.com.
Prior to Fox, while President of Ignition Interactive, Ad Age’s Creativity Online recognized David Goodrich as a top 50 creative amongst the most influential, creative thinkers and doers in the world, right along-side Jay-Z and Daft Punk. That same year Ignition received Canes prestigious Bronze and Gold Lion awards.
Goodrich was a key executive for CBS Interactive in 2010 overseeing Product Marketing for Entertainment & Games. He managed overall monetization and revenue growth for the division, all while playing a cornerstone roll integrating an MCN channel lead by TWITCH.TV and Major League Gaming.
Before CBS, Mr. Goodrich spent over 10 years innovating for the world’s leading advertising agencies, mostly at the helm of Digital, pioneering global work on behalf of Procter & Gamble, APPLE, Johnson & Johnson, 20th Century Fox, SONY, GlaxoSmithKline, all divisions of SONY and hundreds of more leading global brands.
As Executive Vice President, Managing Director at Initiative, David oversaw US Digital, working with flagship clients like Lionsgate Films, Intuit, and Dr. Pepper Snapple Group. Also, under the holding company InterPublicGroup (IPG), he was Senior Vice President, Digital Communications at Universal McCann in Los Angeles.
David served as Senior Vice President, Managing Director, at Moxie Interactive, before being recruited to UM, where he led the agency's west coast office. Additionally, he has worked at as an executive for Omnicom’s OMD, Grey Advertising, Bluefly.com and USA Network’s.
David currently lives in Redondo Beach, California, and is a single dad of two teenage sons, Myles (13) and Dylan (15). Mr. Goodrich most proudly holds the title of homeschool Instructor & Leadership coach for his oldest son.
California State University, Long Beach View Bio »
Andy Hoang currently serves as the Chief Marketing Officer at California State University, Long Beach.
His experience includes digital strategy and communications, leadership, marketing, public and media relations, development communications and community outreach.
Before arriving at Long Beach, Hoang led communications at the world-renowned Salk Institute, and at Palomar Health, the largest public health system in California.
His belief that creative design and thoughtful strategy leads to positive change, which forms culture and influences human experiences, has enabled him to become a transformational leader.
He has successfully been involved in three major fundraising campaigns, totaling more than $1 billion. Hoang’s leadership also helped secure Cal State Long Beach as one of the top 10 most applied to schools in the U.S. for two consecutive years.
Hoang earned his BA in Communications and Public Relations from California State University, Fullerton.
His volunteer service includes roles as a Board Member at the Pacific Arts Movement, Ambassador for the Children’s Heritage Foundation and a youth baseball coach.
SnapSuits View Bio »
Speaker bio coming soon...
Hyperloop Technologies View Bio »
Kim Salzer has driven substantial growth, sales and profit in companies both large and small. She has successfully led geographically dispersed teams to achieve operational excellence, process improvements, cost efficiency and profit. Kim’s experience includes brand-building leadership roles in video games, e-commerce and consumer packaged goods, building some of the most well-respected international IP. In addition she has extensive consulting and advising experience in early-stage technology companies, specializing in content, branding and commerce.
Currently, Kim is the Chief Marketing Officer of Hyperloop One, helping to tell the story of Hyperloop around the world, driving awareness and excitement for the autonomous mobility solution of the future. The successful open air propulsion test event in May 2016 made Hyperloop One a household brand name, and it is just the beginning of making Hyperloop a reality.
Previously, Kim served as the CEO of Gifts.com, a comprehensive gift-giving website, running day-to-day business operations and re-imagining a consumer-driven, curated, e-commerce model for the future, while rebuilding the team and technology infrastructure.
Prior to Gifts.com, Kim spent over ten years in the videogame industry, including Activision, Electronic Arts and Linden Lab. While at Activision, Kim was accountable for the P&L for multiple AAA games, managing all marketing and business functions, and led hundreds of employees worldwide launching industry-leading titles. In her various roles, Kim was responsible for the worldwide success of Call of Duty, Guitar Hero, and numerous licensed IPs. Prior to that, she headed up multiple offline and online gaming initiatives for EA GAMES, EA SPORTS and Pogo.
Prior to EA, Kim was a brand marketing executive at The Clorox Company where she managed the day-to-day operations and built long-term brand expansion plans for some of the most iconic brands in consumer goods, including Clorox Liquid Bleach and Fresh Step Litter.
Kim holds a BA in Communication Studies from UCLA and an MBA from The Anderson School at UCLA.
ABC Inc. View Bio »
Robert Schefferine is vice president, production, ABC Entertainment Marketing Studios. In this position he is responsible for the production of ABC marketing content supporting the Network’s entertainment programming. He is also an integral member of the senior management team involved with creative development and organizational management. He manages a large production and post production operation that create over 15 thousand pieces of entertainment marketing content per year for on-air, cable, digital and other video distribution platforms. Content range from live specials, half hour programs, traditional promos, digital shorts, web series and in-theater trailers. Mr. Schefferine’s special projects team also works with ABC’s Integrated Marketing Sales organization to develop and produce non-traditional, sponsor driven integrated marketing content. He is focused on integrating new technologies with creativity to produce innovative content and workflows, as demonstrated by his recent leading of ABC’s effort to produce a ground-breaking Virtual Reality/360 experience with the BBC’s Dancing with the Stars and the Great Christmas Light Fight.. Mr. Schefferine’s team is also leading company efforts in other areas of new technologies and post production.
Previously Mr. Schefferine was president of RS Media, LLC, his own company, where he produced and directed several one-hour adventure specials for the Fine Living Network. In addition he acquired the rights to the National Collegiate Paintball Championships and partnered with College Sports Television to produce the 2005 and 2006 “National Collegiate Paintball Championships, Presented by Xbox.” In 2007 he teamed up with Fox College Sports to produce and distribute the events on FCS, as well as other Fox Sports outlets. He also served as a consultant for AT&T, developing programming for their new broadband video initiative, the AT&T Tech Channel.
Prior to forming RS Media, LLC, Mr. Schefferine was vice president, Production, Vivendi Universal Television Networks (USA, Sci-Fi and Trio Networks), where he was responsible for production services to multiple departments across three cable networks. Some highlights of his tenure included serving as technical producer for many of sports’ highest profile events, including “The U.S. Open” and “The French Open” tennis tournaments, “The Westminster Dog Show” and the “Masters Golf Tournament.” He also executive produced primetime specials for Trio, such as the “New Orleans Jazz Festival,” and earned two Promax Gold Awards for his work on promotional campaigns for USA and Sci-Fi cable networks. He also produced several live concerts in NY’s Bryant Park.
Prior to Universal Mr. Schefferine led the technical and operational launch of The Outdoor Life Network, as well as producing specials, documentaries and World Cup Skiing events for them.
Mr. Schefferine is a member of the Producer’s Guild of America and the Academy of Television Arts and Sciences. He holds a bachelor of science in communications from St. John’s University. He, his wife and three children reside in Los Angeles.
Salesforce Marketing Cloud View Bio »
As content innovation lead at Salesforce, Heike seeks to inspire Salesforce customers with content that helps them do their jobs better. She hosts Salesforce's award-winning podcast, the Marketing Cloudcast, and manages content creation for e-books, blogs, and interactive websites. Heike is a former editor of the For Dummies series and social media manager. Her writing and quotes on marketing have been featured in Forbes, VentureBeat, Entrepreneur, and beyond. You can find her speaking about digital marketing at events like Dreamforce and Connections. Say hi to Heike on Twitter.
BREAKFAST Kick off the day with a healthy breakfast and networking. Connect with your peers in the marketing community from a variety of industries before the morning's content begins.
OPENING KEYNOTE Keynote Presentation Featuring Otter Products
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Join one of Advertising Age’s “Top 100” US Markers, Alan Cohen, Chief Operating Officer at Otter Products, for an exciting session exploring how to develop brand equity for the bestselling smart phone case provider.
Cohen is a senior digital, technology and consumer products executive with 20 years of experience and a proven track record of driving revenue growth and profitability. After 3 years as head of marketing, he has become the Chief Operating Officer Otterbox/LifeProof, including oversight of product development/management, engineering, and supply chain.
Chief Operating Officer
MORNING NETWORKING BREAKS Take a break to make new connections and discuss the morning presentations over coffee and snacks
PANEL DISCUSSION “Social Attribution-Measuring Social ROI and Taking Advantage of Relevant Earned Social Content”
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Session topics will include but are not limited to:
- Using analytics to meet the growing demands for customer-centered activities
- Best Practices in tracking the customer’s journey and leveraging information to personalize the digital experience
- How is your organization currently measuring web traffic?
- Can you share what is working as well as some challenges you have encountered?
- How are you accounting for what standard analytics tools miss, “Dark Traffic”?
- Demonstrating social ROI to the executive team
- How is your organization investing in earned media, is this a priority?
- What next on the horizon for digital marketers? How do you see your role changing in 2017?
LUNCH Take a midday break to grab lunch, network with your peers, and discuss the morning presentations
PANEL DISCUSSION “Delivering Next-Generation, Omni channel Digital Experiences”
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Session topics include, but are not limited to:
- How has the modern “always-on, always-engaged” customer-driven landscape affected your business?
- Collaborations across functions
- What steps have you taken to evolve your customers’ digital experience?
- What is your omni-channel engagement strategy and where is your initial focus?
- How consistent and seamless is this experience – (does it blend both marketing/buy and self-service interactions)?
- How personalized are these engagements and how automated?
- What challenges have you encountered in this arena?
- What lessons learned can you share?
- What steps are you and your team taking to reach the customer in the right channel at the right time? What hurdles have you faced internally to approach this objective?
- How are IT and the Business working together to drive customer engagement?
- Have you faced any cultural or silo issues?
- Comparing single and multichannel interactions
- Best practices for measuring ROI?
AFTERNOON NETWORKING BREAKS Take a break to switch tables, meet some new peers, and discuss the afternoon presentations over coffee and snacks.
PANEL DISCUSSION "Leveraging Insights to Connect to Today's Consumer"
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Session topics include, but at not limited to”
- In an omnichannel world, what have you done to create an approach to connect to your consumer?
- How are you leveraging unique data insights to drive new customer growth and acquisition?
- In trying to leverage unique data insights to better connect to your consumer, what should marketers (people) expect technology to do for them versus what should they expect to do for themselves?
- Provide examples of ways to map complex systems to a customer journey
o What are some models you’re currently using to track and manage an end-to-end conversation?
- How are you utilizing marketing analytics to align campaigns around the omnichannel consumer?
- How do we deal with the situation where data is not giving us the full answer?
- How do you recruit the right talent and structure your organization to achieve success?
o How do you collaborate with IT, finance, and sales to help create a unified view of the customer?
CLOSING RECEPTION Wrap up the day with a cocktail (or a few!) and hors d'Oeuvres. Head home with new connections and a notebook full of key takeaways to implement back at the office.
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
Still have questions? We have answers.
I want to attend, but what if I'm unsure of my schedule and need to cancel my participation?
Just let us know. We understand that schedules
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and if you don't
cancel, we will assume you are still attending
and your spot will
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to come late?
We have wifi and private rooms available for
attendees to take
calls and spend some quiet time on emails, as
well as access to
printing. Have a morning meeting you can't miss?
No problem. This
event was designed for busy executives - we get
I'd like to bring some colleagues. Do I need to
Events are more fun with friends, and we'd be happy to host your team. You can have them register online, or send us their names, titles and email addresses and we will take care of it for you! request a pass.
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