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 Washington, DC. 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.

Frank Boulben Chief Marketing Officer
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Nicole Butler Senior Vice President, Brand Marketing
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Christian Campagnuolo Vice President, Brand Strategy & Creative Services
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Jerri Dickseski Corporate Vice President, Communications
Huntington Ingalls Industries, Inc.
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Stuart Foster Vice President of Marketing, Luxury Brands
Hilton Worldwide
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Banafsheh Ghassemi Vice President, Marketing - eCRM & Customer Experience
American Red Cross
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Peter Horst Senior Vice President, Brand Marketing
Capital One Financial
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Chip House VP, Client Relationship Marketing
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David Hughes Director of Marketing, IBM Global Business Services
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Donald MacNeil Chief Marketing Officer
XO Communications
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Mary Frances McGuiness VP, Corporate Communications
NII Holdings Inc.
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Debbie Pollock-Berry Senior Vice President, Human Resources
XO Communications
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Dominic Pontrelli Senior Vice President, Marketing
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John Rizzo Chief Marketing Officer
Jive Software
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Lesli Rotenberg SVP, Children's Media & Brand Management
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Bill Rozier Vice President, Marketing
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Barbara Shipley Senior Vice President, Brand Integration
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Sylvia Toense Head of Global Institutional Marketing
T. Rowe Price Group
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Hayley Tsukayama Technology Blogger
Washington Post
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Christine Viera Vice President, Product Marketing CRM/CX Solutions
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Jean Wiskowski Chief Marketing Officer, Prudential Group Insurance
Prudential Financial
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  • 7:55am – 8:55am Breakfast
  • 8:55am – 9:00am Argyle Executive Forum Opening Remarks
  • 9:00am – 9:35am "Red is the New Orange: Converting ING Direct To Capital One 360?"
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    Peter HorstSenior Vice President, Brand MarketingCapital One Financial*This session is off the record.

  • 9:40am – 10:00am Thought Leadership Spotlight Presented by IBM
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    "Smarter Marketing: Defining a New Path to Value"

    The new marketing mandate has tremendous implications for CMOs as leaders. Based on the depth of their knowledge about customers as individuals, they're being asked to play a more expansive and collaborative role across the c-suite to drive innovation. They're being challenged to become an expert at not only engaging individuals to buy, but understanding what motivates individuals to take action across all channels. And they're being asked to embrace technology–building a system of engagement in partnership with the CIO. All the while, they must continue to drive operational excellence, develop higher quality leadership, and new skills in their team, and manage an inordinate amount of change.

    David HughesDirector of Marketing, IBM Global Business ServicesIBM

  • 10:00am – 10:30am Coffee Break
  • 10:30am – 11:15am Panel Discussion
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    “Understanding your Customer & Driving Results through Digital Marketing”Session topics include, but are not limited to: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:Banafsheh GhassemiVice President, Marketing - eCRM & Customer ExperienceAmerican Red CrossPanelists:Christian CampagnuoloVice President, Brand Strategy & Creative ServicesBlackboardMary Frances McGuinessVP, Corporate CommunicationsNII Holdings Inc.Lesli RotenbergSVP Marketing & CommunicationsPBSBill RozierVice President, MarketingCienaSylvia ToenseHead of Global Institutional MarketingT. Rowe Price Group

  • 11:20am – 11:40am 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.Christine VieraVice President, Product Marketing CRM/CX SolutionsOracle*This session is off the record.

  • 11:40am – 12:05pm Coffee Break
  • 12:05pm – 12:50pm Panel Discussion
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    “The Key Elements of an Exceptional Brand”Session topics include, but are not limited to:

    • Continuous Innovation: never getting comfortable with what’s successful; always exploring new opportunities
    • A positive, open culture: creating an environment that fosters optimism, confidence, freedom, & hunger for change
    • Consistent measurement: constantly pursuing new ways to track and measure initiatives; building a result driven environment
    • Uniqueness: distinguishing your brand from the rest of the pack; connecting to consumers in an exclusive way
    Moderator:Donald MacNeilChief Marketing OfficerXO CommunicationsPanelists:Nicole ButlerSenior Vice President, Brand MarketingPenFedJerri DickseskiCorporate Vice President, CommunicationsHuntington Ingalls Industries, Inc.Stuart FosterVice President of Marketing, Luxury BrandsHilton WorldwideBarbara ShipleySenior Vice PresidentAARP

  • 12:50pm – 2:00pm Lunch
  • 2:00pm – 2:20pm Thought Leadership Spotlight Presented by Jive
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    "Don't let the left brain win: the CMO's battle for balance"CMO's are drowning in data and analytical tools. While data-driven insights can help illustrate whether a campaign is working, focusing on these tactical elements is distracting CMOs from brand strategy and leading the company forward. In this session, John F. Rizzo, CMO of Jive Software, will discuss the need for CMOs to lead a transformation in marketing and across the organization to be strategically-focused and customer-centric. To illustrate this, he will present a customer journey outlining how the latest technology helped shape this revolution, driving real business value across the organization.John RizzoChief Marketing OfficerJive Software

  • 2:25pm – 3:00pm Fireside Chat
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    "Rules of Engagement"Engagement is the new currency of brands. It is essential if you want to turn prospects into customers; and advocates into evangelists. And in the fast moving and highly competitive world of mobile, engaging customers and prospects is a 24/7 imperative. In a fireside chat, Frank Boulben, BlackBerry’s CMO, will bring unique insights into the challenges and opportunities of reinventing the company, the product and the brand as he works to grab mind and market share in a new era of mobile computing. Mr. Boulben will discuss how marketers can take engagement to new levels by leveraging innovative marketing techniques that place the product experience in the palm of any consumers’ hands.Frank BoulbenChief Marketing OfficerBlackBerryInterviewed by:Hayley TsukayamaTechnology BloggerWashington Post

  • 3:00pm – 3:20pm Coffee Break
  • 3:20pm – 4:00pm Fireside Chat
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    “The Changing Role of the CMO”Session topics include, but are not limited to:

    • 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
    • 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
    • Functioning as a “Change Agent” for the company
    • Enabling your team to utilize imagination and avoid the status quo
    Featuring:Donald MacNeilChief Marketing OfficerXO CommunicationsDominic PontrelliSenior Vice President, MarketingRicoh

  • 4:00pm – 4:05pm Argyle Executive Forum Closing Remarks
  • 4:05pm – 5:05pm Closing Reception
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    *Please note, 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 "2013 Chief Marketing Officer Leadership Forum" in Washington
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.


Grand Hyatt Washington

1000 H St NW
Washington, DC 20001
Telephone: (202) 582-1234


Hilton Garden Inn Washington DC Downtown

815 14th St NW
Washington, DC 20005
Telephone: (202) 783-7800


Hotel Monaco

700 F St NW,
Washington, DC 20004
Telephone: (202) 628-7177


The St. Regis Washington, D.C.

923 16th St NW
Washington, DC 20006
Telephone: (202) 638-2626


Washington Marriott

1221 22nd Street NW
Washington, DC 20037
Telephone: (202) 872-1500

Continuing Education Credits:

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