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 2013 CMO Leadership Forum taking place in Chicago.

This event will feature insights from top executives, including:

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

Sanjeev Ahuja Vice President, K12 Marketing & Engage
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John Anton Vice President, Marketing
The Valspar Corporation
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Devin Carty Vice President, Culture, Chief Marketing Officer & Chief Experience Officer
Vanguard Health Systems
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Dennison DeGregor Worldwide Customer Executive
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Eric Dirst President Online Services
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Jennifer Dominiquini Chief Marketing Officer, Fitness, Sporting Goods, Toys and Interim CMO Seasonal and Outdoor Living
Sears Holdings
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Jeff Foland Executive Vice President, Marketing, Technology and Strategy
United Airlines
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Eric Franchi Co-Founder
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Larry Freed President & CEO
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Sarah Gleason Senior Vice President
GfK Custom Research
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Brett Groom Senior Vice President, Content Integration & Activation
ConAgra Foods
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Karen Hung SVP, Chief Marketing Officer
Lands' End, Inc.
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Dina Keenan SVP, Global Chief Marketing Officer
Claire's Store
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David Kimbell Chief Marketing Officer
U.S. Cellular Corporation
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Jeff Lichtman Chief Marketing Officer
Career Education Corp.
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Joe Rohrlich Vice President, Client Success
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Kristine Rose VP, Brand Experience
Hyatt Corp.
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Rajesh Salem CMO, Sears Commercial
Sears Holdings
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Anurag Wadehra Chief Marketing Officer
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Steve Woods Former CTO & Co Founder, Eloqua
GVP Software Development, Oracle
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Heather Zynczak Chief Marketing Officer
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  • 7:55am – 8:55am Breakfast
  • 8:55am - 9:00am Argyle Executive Forum Opening Remarks
  • 9:00am - 9:35am “Organic Growth through Brand Management, Sales and Marketing”
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    Devin CartyVice President, Culture, Chief Marketing Officer & Chief Experience OfficerVanguard Health Systems*Please note this session is off the record.

  • 9:40am - 10:00am Thought Leadership Spotlight Presented by Oracle
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    "How Modern Marketing Works"Discover now modern marketing techniques move prospects along their buying journey to drive revenue. The role of marketing has significantly changed in the digital world. Buyers are self-educating online and making purchasing decisions well before ever speaking to sales. New marketing techniques such as social media and the use of compelling content have re-defined the modern marketer. In this presentation you will learn how companies are taking advantage of marketing automation and social media platforms to drive revenue.Steve WoodsFormer CTO & Co Founder, EloquaGVP Software Development, Oracle*Please note this session is off the record.

  • 10:00am- 10:25am Coffee Break
  • 10:25am- 11:10am Panel Discussion
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    “Boost ROI and Increase Brand Equity with Big Data”Session topics include, but are not limited to:The transformation of marketing from an art to both art and data driven science

    • Constantly innovating and pursuing new ways to track and measure initiatives
    • Putting tools in place to have a more analytical approach in how you go to market
    • Extracting value from data to make informed business decisions and optimize revenue growth
    • Using analytics to identify high performance segments and driving profits in those areas
    • Use of real-time data to improve overall marketing techniques
    • Leveraging big data to better understand the customer and improve the overall brand experience
    • How to measure success and understand consumer expectations of social and digital channels
    • Identifying and engaging Influencers in your community
    • Proactively engaging in brand reputation management/brand defense
    • Using Big Data analytics to conduct marketing research and/or enhance product development
    • Increasing brand equity through metrics
    • How to convert data and analytics into marketing rules and operational analytics that will drive business growth and increase ROI
    Moderator:Dennison DeGregorWorldwide Customer ExecutiveHewlett-PackardPanelists:Jennifer DominiquiniChief Marketing Officer, Fitness, Sporting Goods, Toys and Interim CMO Seasonal and Outdoor LivingSears HoldingsJeff FolandExecutive Vice President, Marketing, Technology and StrategyUnited AirlinesJeff LichtmanChief Marketing Officer University Business UnitCareer Education Corp.

  • 11:15am – 11:35am Thought Leadership Spotlight Presented by GfK
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    "Decoding the Future of Shopping"Sarah GleasonSenior Vice PresidentGfK Custom Research

  • 11:35am- 12:00pm Coffee Break
  • 12:00pm – 12:50pm Panel Discussion
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    “Brand Consistency Across Channels”

    Session topics include, but are not limited to:

    How to keep your brand relevant and consistent across all channels
    • The importance of delivering a personalized, tailored customer experience
    • Using metrics to understand your customers and how they interact with the brand across channels
    • Analyzing these interactions to create a consistent, exceptional brand experience in each channel
    • Gaining access to value-rich data to help inform marketers of the highest performing channels
    • Using this data to support an increase in brand investment in successful channels and improve ROI
    • Leveraging this improved omni-channel brand experience to build stronger relationships that translate into brand loyalty
    • Maintaining brand consistency  in both global and localized marketing campaigns
    • Ensuring that your brand is top of mind for your customers at all times
    Moderator:Kristine RoseVP, Brand ExperienceHyatt Corp.Panelists:Eric FranchiCo-FounderUndertoneKaren HungSVP, Chief Marketing OfficerLands' End, Inc.Dina KeenanSVP, Global Chief Marketing OfficerClaire's StoreDavid KimbellChief Marketing OfficerU.S. Cellular CorporationHeather ZynczakChief Marketing OfficerDomo

  • 12:50pm – 1:50pm Lunch
  • 1:50pm – 2:10pm Thought Leadership Spotlight Presented by Foresee
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    "Measure Right, Manage Forward, Make a Difference"Modern consumers are everywhere, all of the time. As this generation of customer continues to evolve, so must the analytics used to measure the experiences they have with companies and organizations. ForeSee president and CEO, Larry Freed, will discuss the need for a system of metrics that goes beyond single-number measurements and eliminates metric silos to better support today’s multi-channel, multi-device world we live in.  He will explain what this new generation of predictive customer experience analytics needs to be and how it can help you create an analytics platform that allows you to measure right, manage forward, and make a difference in your business. He will also explain how the Word of Mouth Index (WoMI) is the next generation of Net Promoter Score (NPS), adding reliability and accuracy to the widely-used measurement.Larry FreedPresident & CEOForesee

  • 2:15pm-3:05pm Panel Discussion
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    “Customer Engagement in a Hyper-Connected World”Session topics include, but are not limited to:Understanding the evolution of the consumer/brand dialogue in today’s hyper-connected world

    • How has today’s sophisticated customer managed to gain ownership of the relationship?
    • What role has social played in shifting the power towards the customer?
    • How has the brand adjusted to this shift in dynamic to continue to drive engagement across all channels?
    • Consumer expectations driving innovative marketing
    • Continually striving for innovation to distinguish your brand from the competition
    • Leveraging social engagement to measure success of new marketing initiatives
    • How to facilitate the intersection of traditional marketing and newer digital techniques
    • Do traditional marketing mediums still engage the customer and provide a unique customer experience?  Are these mediums still relevant?
    • Best practices for aligning new marketing strategies with tried and true techniques for the greatest possible impact
    Moderator:Sanjeev AhujaVice President, K12 Marketing & EngageBlackboardPanelists:Brett GroomSenior Vice President, Content Integration & ActivationConAgra FoodsJoe RohrlichVP Client SuccessBazaarVoiceRajesh SalemCMO, Sears CommercialSears HoldingsAnurag WadehraChief Marketing OfficerLivePerson

  • 3:05pm – 3:25pm Coffee Break
  • 3:25pm- 4:00pm “Using Marketing Innovation to Shake up a Category”
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    John AntonVice President, MarketingThe Valspar Corporation

  • 4:05pm- 4:40pm “How the CIO/CMO can soar, together!”
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    Eric DirstPresident of Online ServicesDeVry Inc.

  • 4:40pm – 4:45pm Argyle Executive Forum Closing Remarks
  • 4:45pm – 5:45pm 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: Fall Event" in Chicago
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.


The Burnham Hotel

1 W. Washington Street
Chicago, IL 60602
Telephone: (866) 690-1986


The Palmer House Hilton

17 East Monroe Street
Chicago, IL 60603
Telephone: (312) 726-7500


W Chicago City Center

172 West Adams Street
Chicago, IL 60603
Telephone: (312) 332-1200

Continuing Education Credits: 

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