Why You Should Attend!

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 Boston.

This event will feature insights from top executives, including:

Aseem Chandra Vice President of Marketing, Digital Marketing Business
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Gina Clark Chief Marketing Officer
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Janice Co Senior Vice President, Chief Marketing Officer
Tower Group Companies
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Jamie Depeau Chief Marketing Officer
Lincoln Financial Group
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John Dragoon EVP & Chief Marketing Officer
Houghton Mifflin Harcourt
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John Frascotti Chief Marketing Officer
Hasbro Inc.
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Patti Girardi Vice President, Marketing & Creative Services
Compass Group USA
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Ginger Gregory Senior Vice President and Chief Human Resources Officer
Dunkin' Brands, Inc.
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Perry Hardt Vice President, North America Field Marketing
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Mike Harrison Chief Brand Officer
The Timberland Company
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Jonathan Hill GBS Associate Partner, Customer Innovation & Growth
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Carey Hoch Senior Vice President, Marketing
Fidelity Financial Advisor Solutions
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Jennifer Hyman Senior Vice President, Marketing
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Florian Kahlert Managing Director, North America - Digital Market Intelligence
GfK Custom Research
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Daniel Korschun Assistant Professor, Marketing; Fellow, Center for Corporate Reputation Management
LeBow College of Business, Drexel University
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Kyle Lacy Director, Global Content & Research
Salesforce Marketing Cloud
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Sriram Peruvemba Chief Marketing Officer
E Ink Corporation
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Kyle Polischuk Vice President & Head, Human Resources
The Talbots Inc.
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Wilson Raj Global Director, Customer Intelligence
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Scott Sbihli Head of Digital Strategy & Marketing
GE Energy
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Michael Schanker Vice President Marketing
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Rob Stuart Executive Vice President and Publisher
CFO Publishing
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Jason Wadler EVP, Strategy & Development
Leapfrog Online
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Heather Zynczak Chief Marketing Officer
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  • 8:00am – 8:45am Breakfast
  • 8:45am – 8:50am Argyle Executive Forum Opening Remarks
  • 8:50am – 9:35am
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    Panel Discussion

    “The Changing Role of CMO”
    • Smoothly integrating the CMO into the C-Suite
    • Utilizing new measurement tools and ROI to demonstrate the value of marketing within the organization
    • Reshaping & restructuring marketing teams to be more result-driven
    • Leveraging relationships with fellow executives to better integrate marketing endeavors within overall corporate goals
    • Working especially closely with CIO/CTOs in order to leverage the newest and most effective technologies into your marketing plans
    • Also collaborating with HR to ensure that every employee is a brand steward for the organization
    • Doing more with less in the current economy
    • Identifying fundamental marketing efforts that are most important and will drive the best results
    • Functioning as a “Change Agent” for the company
    • Enabling your team to utilize imagination and avoid the status quo
    Moderated by:Carey HochSVP MarketingFidelity Financial Advisor SolutionsPanelists:Jonathan HillGBS Associate Partner, Customer Innovation & GrowthIBM Janice CoSenior Vice President, Chief Marketing OfficerTower Group Companies Jamie DepeauChief Marketing Officer Lincoln Financial GroupSriram PeruvembaChief Marketing OfficerE Ink Corporation Rob StuartExecutive Vice President and PublisherCFO Publishing

  • 9:40am – 10:00am Thought Leadership Spotlight Presented by ExactTarget
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    “10 Trends Changing Consumer Behavior”Kyle Lacy Principal, Marketing Research and Education ExactTarget

  • 10:00am - 10:25am Coffee Break
  • 10:25am - 10:30am Introducing Mike Harrison:
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    Jennifer HymanSenior Vice President, MarketingShareThis

  • 10:30am – 11:10am "Unleashing the Power of Your Brand"
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    Mike Harrison Chief Branding Officer Timberland

  • 11:15am – 11:35am Thought Leadership Spotlight Presented by Lithium
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    “Getting Serious About Social”Michael SchankerVice President MarketingLithium

  • 11:35am – 11:55am Coffee Break
  • 11:55am – 12:40pm Panel Discussion
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    “Building, Remaking, and Maintaining Exceptional Brands”Renewing the focus on brands and brand-building

    • Best practices in differentiating your brand and creating a unique image
    • Going beyond segmentation/targeting – renewing the focus on customer experience & personalization
    • How to keep your brand relevant to your customers/consumers
    • Ensuring that your customers’ experience reflects the values of the brand
    • Can brand values be “operationalized?”
    • Earning your customers’ trust and inspiring brand ambassadors
    • Corralling the resources required to protect and deliver a consistent, exceptional brand in today’s world of media fragmentation & hyper-connectivity
    • Understanding how Big Data has changed the relationships brands have with their customers
    • Proving the value of the brand and the results of your brand building efforts
    • Measuring your brand’s worth (business value, ROI, financial metrics, etc.)
    • Building a high performing team that passionately embraces your mission and vision for your brand
    Moderated by:Patti GirardiVice President, Marketing & Creative ServicesCompass Group USAPanelists:Gina ClarkChief Marketing OfficerAmerisourceBergenJohn FrascottiChief Marketing OfficerHasbro Wilson RajGlobal Customer Intelligence DirectorSAS Jason WadlerEVP, Strategy & DevelopmentLeapfrog Online

  • 12:45pm – 1:05pm Thought Leadership Spotlight Presented by Oracle
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    “A Case Study: Real-Time, Data-Driven Marketing to Boost Revenue and Loyalty” Marketing executives face a rising demand to hold their marketing programs accountable while increasing revenue, driving customer loyalty, improving the quality of the sales pipeline and enhancing their customer experiences. During this session, Marketing executives will hear:

    • How to boost qualified sales opportunities aligning the sales and marketing efforts to deliver targeted, right-time marketing faster.
    • How to increase marketing accountability by optimizing spend, ensuring marketing alignment across organizations, and improving marketing effectiveness and efficiency.
    • How customer experience drives measurable business results across the customer lifecycle by accelerating customer acquisition, maximizing customer retention, improving operational efficiency and increasing total sales.
    • How to capitalize on Social Media to better understand customers and prospects, engage them appropriately across channels, and measure the impact of the interactions.
    Perry Hardt VP North America Field Marketing Oracle*Please note this session will be off the record.

  • 1:05pm – 2:05pm Lunch
  • 2:05pm – 2:25pm Thought Leadership Spotlight Presented by Adobe
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    "Digital Marketing in the Last Millisecond"Aseem ChandraVice President of Marketing, Digital Marketing BusinessAdobe

  • 2:25pm – 3:10pm Panel Discussion
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    “Understanding your Customer & Driving Results through Digital Marketing”Fully ushering your company’s marketing strategy into the digital age

    • Exploring all appropriate channels for your business
    • Using newer marketing technologies to better understand your customer and to tailor your marketing strategy accordingly
    • How to approach the explosion of data available today
    • Discuss the difficulties faced in knowing where to start
    • Using data to better understand your customers and to deliver an exceptional customer experience
    • Leveraging improved customer experience to build long lasting, intimate relationships that translate into brand loyalty
    • How to facilitate the intersection of traditional marketing and newer digital techniques
    • Balancing the creative nature of marketing with the plethora of new technologies available
    • Using social media to tell a story and emotionally connect with your customer base
    Moderator:Daniel Korschun Assistant Professor, Marketing Fellow, Center for Corporate Reputation Management LeBow College of Business, Drexel UniversityPanelists:John DragoonExecutive Vice President & Chief Marketing OfficerHoughton Mifflin HarcourtScott SbihliHead of Digital Strategy & MarketingGE Energy Heather ZynczakChief Marketing OfficerDomo

  • 3:15pm – 3:35pm Thought Leadership Presented by GfK
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    “Purchase Journeys in the Digital Age”Florian KahlertManaging Director, North America - Digital Market IntelligenceGfK Custom Research

  • 3:35pm – 3:50pm Coffee Break
  • 3:50pm – 4:30pm “Leadership Speaks: Increasing Collaboration between Marketing and HR”
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    Ginger GregorySVP & Chief Human Resources OfficerDunkin’ BrandsJanice CoSVP & Chief Marketing OfficerTower Group CompaniesKyle PolischukHead of Human Resources, Vice PresidentTalbots Inc.*Please note this session will be off the record.

  • 4:30pm – 4:35pm Argyle Executive Forum Closing Remarks
  • 4:35pm – 5:35pm Closing Reception

What will be discussed? Explore marketing hot topics and challenge areas such as:

Omnichannel strategy

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

Mobile Marketing

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

Customer engagement

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

Content marketing

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 change! However, we always have a waiting list for this event, and if you don't cancel, we will assume you are still attending and your spot will go unused. If you must, cancel at least 48 hours prior to the event to make room for others!

What if I can't be OOO for a whole day, or need 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 it.

I'd like to bring some colleagues. Do I need to register them online?

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!

I don't see the event venue listed. Where will the meeting be held?

To maintain exclusivity, we don't release the venue address until the registration process has been completed. All logistical details will be shared once you have requested a pass and been approved.

The "2012 Chief Marketing Officer Leadership Forum" in Boston
is proudly sponsored by:

About Image
  • "Argyle offers a terrific opportunity to learn about marketing challenges and strategies across industries."

    The CMO of Perry Ellis on how the CMO forums create a space to share perspectives and solutions with peers in an informal setting.

  • "As a member of the CMO community, I have been impressed by the caliber of the organization and the network. "

    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 recommended hotels nearby:

The below hotels are recommended by Argyle Executive Forum. Please note that we do not have a corporate rate.


Hilton Boston Financial District

89 Broad Street
Boston, MA 02110
Telephone: (617) 556-0006


Sheraton Boston Hotel

39 Dalton Street
Boston, MA 02199
Telephone: (617) 236-2000


The Langham Boston

250 Franklin Street
Boston, MA 02110
Telephone: (617) 451-1900

Continuing Education Credits:

Please note that Continuing Education credits are not offered for this meeting.