market segmentation / integration

1 Day Meeting

2012 Chief Marketing Officer Leadership Forum

San Francisco, CA - Jun 07, 2012

Overview

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 2012 CMO Leadership Forum taking place in San Francisco.

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Speakers

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Michael Babikian

Executive Vice President & Chief Marketing Officer

Transamerica Corporation

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Michael Baker

President & CEO

DataXu

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Kate Bullis

Managing Partner

SEBA

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James Conrad

Managing Director, GfK Brand & Communications

GfK Custom Research

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Nigel Dessau

Former SVP & Chief Marketing Officer

Advanced Micro Devices Inc.

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Katherine Durham

CMO, Vice President of Marketing and Communications

Standard Insurance Company

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David Greene

Chief Marketing Officer

Riverbed Technology

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Tracy Hansen

Vice President, Marketing

NetApp

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Christine Heckart

Former Chief Marketing Officer

NetApp

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Catherine Hernandez-Blades

Chief Marketing Officer

Flextronics International Ltd.

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Katy Keim

Chief Marketing Officer

Lithium

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Helen Loh

Vice President, Content & Digital Marketing

Charles Schwab

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Lisa Matherly

Vice President Worldwide Marketing Operations & Partner Marketing

McAfee

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Pankaj Mayor

Vice President, Head of Marketing

Cadence Design Systems

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John Mellor

Vice President Strategy & Business Development

Adobe

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Paige O'Neill

VP, Corporate Marketing & Communications

Aprimo

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Paul Parkin

Founding Partner

SALT Branding

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Sundeep Parsa

Director, Product Marketing,

Oracle

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Jeffrey Pina

Vice President, Global Integrated Marketing Communications

Avery Dennison Corporation

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Wilson Raj

Global Director, Customer Intelligence

SAS

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Donna Sanker

Vice President of Marketing, ampm & ARCO

BP

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Kathleen Shouldis

Vice President, Marketing

IBM

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Ed Smith

President, Avnet Electronics Marketing Americas

Avnet Inc.

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Arthur Smith

EVP, Chief Marketing Officer

Union Bank

Agenda

This event will feature insights from top executives, including

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8:00am - 8:55am
Breakfast
8:55am - 9:00am
Argyle Executive Forum Opening Remarks
9:00am - 9:40am
"The Value of a Strong Brand in Dollars and Sense"
Catherine Hernandez-BladesChief Marketing OfficerFlextronics International, Inc.
9:45am - 10:05am
Thought Leadership Spotlight Presented by Adobe
"Throwing Planes Off Cliffs: How CMOs need to adapt their approach to marketing"John MellorVice President of Strategy & Business DevelopmentAdobe
10:10am - 11:00am
Panel Discussion
“The Changing Role of the CMO”Understanding how the CMO’s skills sets are changing and expanding
  • The CMO’s rising importance as a leader within the executive team
  • How to leverage relationships with fellow executives to better integrate marketing endeavors within overall corporate goals
  • Functioning as a “Change Agent” for the company and embracing the rapidly advancing digital world
  • Utilizing the best technological advances available to drive results
  • Realizing the importance of data within the marketing world and developing an analytical framework to best approach it
  • Reshaping & restructuring marketing teams to be more result-driven
  • Doing more with less in the current economy
  • Identifying fundamental marketing efforts that are most important and will drive the best results
Moderated by:Michael BabikianExecutive Vice President & Chief Marketing OfficerTransamerica CorporationPanelists:Kate BullisManaging PartnerSEBAKatherine DurhamVice President of Marketing and CommunicationsStandard Insurance CompanyChristine HeckartFormer Chief Marketing OfficerNetAppLisa MatherlyVice President Worldwide Marketing Operations & Partner MarketingMcAfeeWilson RajGlobal Customer Intelligence DirectorSAS
11:00am - 11:25am
Coffee Break
11:25am - 11:45am
Thought Leadership Spotlight Presented by IBM
Kathleen Shouldis Vice President, MarketingIBM
11:50am - 12:35pm
Panel Discussion
"Renewing & Strengthening the Focus on the Consumer"Understanding how the past decade of digital advancements has fundamentally transformed consumer behavior
  • Evaluating whether your marketing strategies have adapted properly
  • Never letting the company’s focus on a successful strategy or star product overwhelm its awareness of the constantly evolving wants and needs of the customer
  • Using the newest technologies and output of consumer data to gain a deeper understanding of your target consumers
  • Utilizing this data to cater to their wants and needs, thereby delivering an exceptional customer experience
  • Fully integrating new technologies and digital channels into your marketing strategy
Moderated by:David GreeneChief Marketing OfficerRiverbed TechnologyPanelists:Pankaj MayorVice President of MarketingCadence Design SystemsSundeep Parsa Director, Product MarketingOracleDonna SankerVice President, MarketingBPEd SmithPresident, Avnet Electronics Marketing AmericasAvnet Inc.
12:40pm - 1:00pm
*Please note this session is off the record

Thought Leadership Spotlight Presented by Lithium

"Build Your Brand Nation"Katy KeimChief Marketing OfficerLithium
1:00pm - 2:00pm
Lunch
2:00pm - 2:20pm
Thought Leadership Spotlight Presented by GfK
"The Relationship Economy: Brand Management in 2012 and Beyond"James ConradManaging Director, GfK Brand & CommunicationsGfK Custom Research
2:25pm - 3:15pm
Panel Discussion
"Leadership Speaks: Branding, Digital, & Data"The increasing demand for exceptional branding in today’s competitive economy
  • Using an exceptional brand identity to build customer loyalty, thereby strengthening your leadership within your market
  • How to facilitate the intersection of traditional marketing and newer digital techniques
  • How the role of marketing within the corporate world has changed over time
  • Marketing’s growing importance within corporate strategy today and the executive team’s reliance on the CMO
  • Developing new ways to harness, understand and utilize the massive amounts of consumer data constantly emerging from multiple channels
  • Using this data to better understand your customer and to better their experience
  • Building an internal culture to support an exceptional, lasting brand
  • Communicating corporate and brand objectives clearly to employees thereby fostering a culture that understands and supports the brand
Moderated by:Nigel DessauFormer SVP & Chief Marketing OfficerAdvanced Micro Devices, Inc.Panelists:Helen LohVice President, Content & Digital MarketingCharles SchwabPaige O’NeillVice President Corporate Marketing & CommunicationsAprimoPaul ParkinFounding PartnerSalt BrandingJeffrey PinaVP, Global Integrated Marketing CommunicationsAvery Dennison CorporationArthur SmithChief Marketing OfficerUnion Bank of California
3:20pm - 3:40pm
Thought
Leadership Spotlight Presented by DataXu“Marketing in the Age of the Digital Consumer”

While the transition to a pervasively-digital world is disruptive and confusing at times, one thing is clear: data is the new coin of the realm. Companies that can collect it and act on it in real time will win in the digital era. What separates these winners from the losers? The right platform, the right people, and the right partners. To thrive in the data-driven future of advertising, marketers need a new layer of service dedicated to data and analytics to glean insights from the torrent of data on consumer behavior. They need an integrated technology platform that can translate these insights into real-time action. And they need the support of partners dedicated to making the digital marketing ecosystem organized, mutually beneficial, and navigable for all who wish to participate. Join Mike Baker, CEO of DataXu and learn how your brand can successfully compete in the digital age by leveraging your available data.

Mike BakerPresident & CEODataxu
3:40pm - 3:55pm
Coffee Break
3:55pm - 4:30pm
"The Journey to Integrated Marketing: Scenic Outlooks and Dark Ravines"
Tracy HansenVice President, MarketingNetAppChristine HeckartFormer Chief Marketing OfficerNetApp
4:35pm - 5:10pm
"How to Be a 21
st Century Executive”Nigel DessauFormer SVP & Chief Marketing OfficerAdvanced Micro Devices, Inc.
5:10pm - 5:15pm
Argyle Executive Forum Closing Remarks
5:15pm - 6:15pm
Cocktail Reception
*Please note the agenda is subject to change

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