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 their hyper-connectivity with each other and the media has given them room to be more critical. Consequently, today’s CMOs face much more pressure to demonstrate value to consumers in a much more competitive market. While there is an intensified need to maintain the essential components of an exceptional brand, CMOs must constantly re-tailor their brand to the changing wants and needs of the modern consumer. Additionally, while CMOs feel pressure to maintain strong traditional marketing channels, they are faced with the challenge of integrating multiple new digital technologies into their marketing strategies.

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 2013 CMO Leadership Forum taking place in New York. The forum will focus on several areas including (but not limited to): renewing and strengthening the focus on the consumer, the key elements of an exceptional brand, understanding and utilizing social media in a meaningful manner, the changing role of the CMO, understanding the impact of digital marketing on the modern consumer, and how to take advantage of these changes.

This event will feature insights from top executives, including:

If you'd like to recommend a speaker, please email Lauren Meyer at lmeyer@argyleforum.com.

Kurt Abrahamson CEO
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Matthias Aeppli Senior Vice President, Spirits Marketing
Pernod Ricard USA
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Arvindh Balakrishnan Vice President - CRM and CX, Oracle Industries Business Unit
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Mark Battaglia Chief Executive Officer
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Randy Brandoff Former SVP & Chief Marketing Officer
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Alan Colberg Executive Vice President - Marketing & Business Development
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Justin Evans Chief Strategy Officer
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Chris Fehrnstrom Chief Marketing Officer
Constellation Brands Inc.
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Lisa Garvey Head of Marketing
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Cheryl Guerin Senior Vice President/Group Head, US Marketing
Mastercard Worldwide
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Bill Hanifin Consulting Practice Leader, Aimia
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Denise Incandela Executive Vice President & Chief Marketing Officer
Saks Fifth Avenue
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Holly Jarrell Chief Client Services Officer
GfK Consumer Experiences North America
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Benjamin Karsch Chief Marketing Officer
Cigna Corporation
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Robin Korman SVP, Loyalty Marketing & Strategic Partnerships
Wyndham Hotels and Resorts
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Victoria Lozano Vice President of Marketing
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Betty Noonan Senior Vice President, Marketing
Panasonic Corporation of North America
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Mukund Raghunath Senior Vice President & Geography Head
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Stephen Schoffstall Chief Marketing Officer
Legrand North America
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Lissa Short SVP, Business Development
CFO Publishing
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Bill Tancer General Manager, Global Research
Experian Marketing Services
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Angela Tribelli Chief Marketing Officer
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Heather Valteris Head of SAS Marketing Strategy Consulting Practice
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Vinoo Vijay Chief Marketing Officer
TD Bank
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Jason Wadler EVP, Strategy & Development
Leapfrog Online
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Marty Willis Chief Marketing Officer
Oppenheimer Funds
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Mary Yarbrough Senior Vice President, Mass Business Marketing
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  • 7:45am – 8:45am Breakfast
  • 8:45am – 8:50am Argyle Executive Forum Opening Remarks
  • 8:50am – 8:55am Introducing Vinoo Vijay:
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    Kurt AbrahamsonCEOShareThis

  • 8:55am – 9:35am "Can a Bank be Human?"
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    Using TD Bank’s new “Bank Human Again” campaign as the backdrop, Vinoo will discuss the power of the transformational story, and how to give it legs in both traditional and wholly non-traditional ways. He’ll discuss:

    • The value of grounding your work in fundamental human truths, however painful
    • Integration without comformity – telling the story the way the medium best allows
    • The use of Social, including pinterest to expand your brand narrative
    • Practical, immediate points of marketing leverage to consumers’ shift to mobile
    Vinoo VijayChief Marketing OfficerTD Bank*This session is off the record.

  • 9:40am – 10:00am Thought Leadership Spotlight Presented by GfK Custom Research
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    "The Consumer Journey to 2020"

    Today’s consumers are smarter than ever. And at warp speed, technology is expanding the ways in which they’ll connect with your brand in the future. In many ways, they are already living on the other side of change.

    On the road to 2020, it’s important to capture the opportunities that will hold the most potential for your brand by identifying the broad trends and specific influences motivating consumer choices and behavior.Holly JarrellChief Client Services OfficerGfK Consumer Experiences North America

  • 10:00am – 10:20am Coffee Break
  • 10:20am – 11:10am Panel Discussion
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    “Leadership Speaks: Branding through Exceptional, Tailored Content”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 Utilizing the available channels in today’s technologically advanced world to deliver the most tailored, personalized content
    • Video, mobile, social, etc.
    • How to keep your brand relevant to your customers/consumers
    • Ensuring that your customers’ experience reflects the values of the brand
    • Earning your customers’ trust and inspiring brand ambassadors
    Moderator:Randy BrandoffFormer SVP & Chief Marketing OfficerNetJetsPanelists:Matthias AeppliSenior Vice President, Spirits MarketingPernod Ricard USALisa GarveyHead of MarketingPRYSMRobin KormanSVP, Loyalty Marketing & Strategic PartnershipsWyndham Hotels and ResortsVictoria LozanoVice President, Corporate Strategy & DevelopmentCrayolaHeather ValterisHead of SAS Marketing Strategy Consulting PracticeSAS*This session is off the record.

  • 11:15am – 11:35am Thought Leadership Spotlight presented by Oracle
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    "Socially Enabling the Enterprise for a More Personalized & Valuable Customer Experience"Social has been a transformative medium that has given rise to today’s “empowered consumer” and upended the traditional consumer-to-business relationship. And mobile is fueling its importance and growth. Because consumers are increasingly spending their time on social networks, it is imperative that almost every department inside an enterprise—-marketing, sales, customer service, commerce, HR—-should be engaging via social and then marrying the data with enterprise data to give a holistic, real-time view of the consumer. The social web provides a wealth of opportunity to allow businesses to listen, learn, engage and analyze for a more personalized and valuable customer relationship. From Twitter to mobile/social Foursquare check-ins, the growing content being shared amongst consumers is evidence that consumers are in the driver’s seat and becoming increasingly expectant of tailored interactions.Now more than ever, it’s critical to understand, engage and empower today’s consumer for a better consumer experience. Learn how social is uniquely qualified to help you personalize and nurture your customer relations—taking your customers experiences to the next level.Arvindh BalakrishnanVice President, Product Marketing and Global Sales Support, CRM/CX SolutionsOracle*This session is off the record.

  • 11:35am – 11:50am Coffee Break
  • 11:50am – 12:40pm 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 almost paralyzing explosion of data available today
    • Discussing 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:Mary YarbroughSenior Vice President, Mass Business MarketingVerizonPanelists:Justin EvansSVP, Emerging MediaCollectiveDenise IncandelaExecutive Vice President and Chief Marketing OfficerSaks Fifth AvenueBetty NoonanSenior Vice President, MarketingPanasonic Corporation of North AmericaLissa ShortSVP, Business DevelopmentCFO PublishingAngela TribelliChief Marketing OfficerHarperCollins Publishers

  • 12:45pm – 1:05pm Thought Leadership Spotlight Presented by Experian
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    Bill TancerGeneral Manager, Global ResearchExperian

  • 1:05pm – 2:05pm Lunch
  • 2:05pm – 2:55pm Panel Discussion
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    “The Changing Role of CMO”

    • Smoothly integrating the CMO into the C-Suite
    • 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
    • Reshaping & restructuring marketing teams to be more result-driven
    • 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
    • Keeping the organization constantly focused on the customer
    • Working with fellow executives to never let the company’s focus on a product/service overwhelm its awareness of the constantly evolving wants and needs of the customer
    • Tailoring your marketing strategy to the changing wants/needs of the customer
    • Functioning as a “Change Agent” for the company
    • Enabling your team to utilize imagination and avoid the status quo
    Moderator:Stephen SchoffstallChief Marketing OfficerLegrand North AmericaPanelists:Mark BattagliaChief Executive OfficerThinkVineAlan ColbergExecutive Vice President - Marketing & Business DevelopmentAssurantBenjamin KarschChief Marketing OfficerCigna CorporationJason WadlerEVP, Strategy & DevelopmentLeapfrog OnlineMarty WillisChief Marketing OfficerOppenheimer Funds

  • 3:00pm – 3:20pm Thought Leadership Spotlight Presented by Aimia
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    "Retooling Loyalty Marketing in a Digital Economy"Bill HanifinManaging Director – Hanifin Loyalty & Consulting Practice LeaderAimia

  • 3:20pm – 3:35pm Coffee Break
  • 3:35pm – 3:40pm Introducing Cheryl Guerin:
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    Mukund RaghunathSenior Vice President & Geography HeadMu-Sigma

  • 3:40pm – 4:15pm "Creating Greater Consumer Connections"
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    For the last 15 years MasterCard has delighted consumers with their Priceless campaign. In an ever changing media environment, see how MasterCard continues to evolve their marketing approach to create meaningful connections with their cardholders in the digital age.Cheryl GuerinSenior Vice President/Group Head, US MarketingMastercard Worldwide

  • 4:20pm – 4:55pm “Driving Growth in a Fragmented, Low Loyalty Category”
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    Chris FehrnstromChief Marketing OfficerConstellation Brands Inc.

  • 4:55pm – 5:00pm Argyle Executive Forum Closing Remarks
  • 5:00pm – 6:00pm 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 "2013 Chief Marketing Officer Leadership Forum" in New York
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:

Please note the below is a preferred hotel of Argyle Executive Forum. Please specify that you are requesting the Argyle Executive Forum rate when booking sleeping rooms in order to receive a discounted rate of $229.00 per night, taxes not included. Reservations may also be made by emailing reservations@fitzpatrickhotels.com


The Fitzpatrick Manhattan

687 Lexington Avenue
Between 56th & 57th Street
New York, NY 10022
Telephone: (212) 355-0100

Continuing Education Credits:

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