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 San Francisco.

This event will feature insights from top executives, including:

Michael Babikian Executive Vice President & Chief Marketing Officer
Transamerica Corporation
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Michael Baker President & CEO
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Kate Bullis Managing Partner
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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
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Christine Heckart Former Chief Marketing Officer
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Catherine Hernandez-Blades Chief Marketing Officer
Flextronics International Ltd.
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Katy Keim Chief Marketing Officer
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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
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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
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Paige O'Neill VP, Corporate Marketing & Communications
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Paul Parkin Founding Partner
SALT Branding
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Sundeep Parsa Director, Product Marketing,
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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
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Donna Sanker Vice President of Marketing, ampm & ARCO
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Kathleen Shouldis Vice President, Marketing
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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
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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”
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    Catherine Hernandez-BladesChief Marketing OfficerFlextronics International, Inc.

  • 9:45am – 10:05am Thought Leadership Spotlight Presented by Adobe
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    "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
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    “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
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    Kathleen Shouldis Vice President, MarketingIBM

  • 11:50am – 12:35pm Panel Discussion
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    "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
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    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
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    "The Relationship Economy: Brand Management in 2012 and Beyond"James ConradManaging Director, GfK Brand & CommunicationsGfK Custom Research

  • 2:25pm – 3:15pm Panel Discussion
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    "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
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    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”
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    Tracy HansenVice President, MarketingNetAppChristine HeckartFormer Chief Marketing OfficerNetApp

  • 4:35pm – 5:10pm “How to Be a 21
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    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
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    *Please note the agenda is subject to change

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 San Francisco
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 hotel is recommended by Argyle Executive Forum. Please note that we do not have a corporate rate.


San Francisco Marriott Union Square

480 Sutter Street
San Francisco, CA 94108
Telephone: (866) 912-0973

Continuing Education Credits:

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