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 2014 CMO Leadership Forum taking place in LA.

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.

Monica Austin SVP, Business & Brand Development
Shine America
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Mark Battaglia Chief Executive Officer
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Michele Edelman Vice President, Direct To Consumer Marketing
Warner Bros.
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Eric Feinberg Senior Director, Mobile, Media, and Entertainment
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Jason Gastwirth SVP, Marketing & Entertainment
Caesars Entertainment Corporation
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LJ Gutierrez SVP Partnership Development
Universal Music Group
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Charles Harris Vice President, Marketing
Luxe Hotels
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Kristin Kelley Chief Marketing Officer
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Colette LaForce SVP & Chief Marketing Officer
Advanced Micro Devices
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Dan Lieberman Chief Marketing Officer
Health Net, Inc.
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Jonathan Lowe Senior Vice President, Marketing
AEG Sports
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Drew Miller Executive Director for Global Marketing Analytics & Insights
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Soren Mills CMO
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Jim Morris Director, Global Promotions
Walt Disney Studios
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John Nardone Chairman & Chief Executive Officer
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Ray Powell Head of Strategic Marketing
Disney Music Group
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Donna Sanker Vice President of Marketing, ampm & ARCO
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Karen Steele VP Corporate Marketing
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Andrea Ward Vice President of Marketing, Oracle Marketing Cloud
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Carie Whalen Senior Marketing Specialist
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Arra Yerganian Chief Marketing Officer
University of Phoenix
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  • 8:00am – 9:00am Breakfast
  • 9:00am – 9:05am Argyle Executive Forum Opening Remarks
  • 9:05am – 9:40am Fireside Chat
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    “The Business of Branding” Kristin KelleyChief Marketing OfficerRandstadInterviewed by:Karen SteeleVice President, Corporate MarketingVMware

  • 9:45am – 10:05am Thought Leadership Spotlight Presented by Oracle
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    "How Modern Marketing Works"

    Discover how Modern Marketing moves prospects along their buying journey to become customers and advocates. The function of marketing has significantly changed in the digital age. Buyers are now self-educating online and making purchase decisions well before ever speaking to sales. New marketing techniques incorporating Digital Body Language, social media, and compelling content have re-defined the role of the Modern Marketer. Join this track to learn how leading companies are taking advantage of marketing automation and social media platforms to drive revenue.

    Andrea WardVice President, MarketingOracle*Please note, this session is off the record

  • 10:05am - 10:30am Coffee Break
  • 10:30am – 11:15am Panel Discussion 
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    “Building an Exceptional Brand Through Customer Engagement”Session topics include, but are not limited to:Understanding the growing importance of content marketing in today’s customer-centric world

    • Addressing customers’ heightened expectations for tailored, relevant, valuable content
    • Evaluating the types of interactions and content your customers prefer
    • Segmenting your customer base, understanding their preferences, and mapping marketing efforts accordingly 
    • Delivering the most tailored, personalized content at all touch points to drive customer engagement
    • Exploring the most innovative channels and technologies to communicate with your customers
    • Leveraging video and rich media to drive brand engagement
    Moderator:Jonathan LoweVice President, MarketingAEG SportsPanelists:Jason GastwirthSVP, Marketing & EntertainmentCaesars Entertainment CorporationCharles HarrisVice President, MarketingLuxe HotelsDonna SankerVice President of Marketing, ampm & ARCOBP Arra YerganianChief Marketing OfficerUniversity of Phoenix

  • 11:20am – 11:40am Thought Leadership Spotlight Presented by ThinkVine
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    "Every CMO Can Get Big Value from Big Data"More than ever marketers are under intense pressure from CEOs and CFOs to justify their investments in terms of “boardroom metrics.” The explosion in rich, but complex data sources promises to deliver better decision-making information, but results have been less than expected based on the hype and investment of Big Data. Marketers need to transform the way they think about and handle Big Data to get Big Value. This presentation will focus on:

    • How to be smarter about which data to use to move the dials that matter
    • How to use Big Data to solve key business problems and deliver higher ROI
    • How to keep marketing planning and execution in sync
    Mark BattagliaChief Executive OfficerThinkVine 

  • 11:40am – 12:00pm Coffee Break
  • 12:00pm – 12:45pm Panel Discussion 
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    “The New ‘Digital’ CMO”Session topics include, but are not limited to: 

    • How is digital affecting the role of the CMO? How does the CMO fit into the management team?
    • Marketing’s transformation into a data driven science
    • Being the catalyst to help your marketing organization make this transition
    • 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
    • How has digital transformed the way in which CMO’s structure their teams?
    • What new positions have become necessary? How are these new roles being defined?
    • How is digital affecting the CMO’s agenda?
    • Strategy, resources, finance, decision making, technology choices
    • How will the role of the CMO continue to evolve in the future? 
    Moderator:Michele EdelmanVice President, Direct To Consumer MarketingWarner Bros.Panelists:Dan LiebermanChief Marketing OfficerHealth Net, Inc.Soren MillsCMONeweggJohn NardoneChairman & Chief Executive OfficerX+1Carie WhalenSenior Marketing SpecialistSAS 

  • 12:45pm – 1:45pm Lunch
  • 1:45pm – 2:05pm Thought Leadership Spotlight Presented by ForeSee
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    “Innovating Analytics: Gaining a Competitive Advantage in a Customer-Driven World”

    Today we are entering a paradox where it is both easier and harder than ever before to measure the customer experience. The tools are there but are you using the right ones and using them the right way? As this generation of consumers’ expectations and technological capabilities continue to evolve so must the analytics used to measure the experiences they have with companies and organizations.

    ForeSee Senior Director, Mobile, Media, and Entertainment, Eric Feinberg, will discuss the need for a comprehensive system of metrics that eliminates metric silos to better support today’s multichannel, multi-device world we live in.  He will explain how this next generation of predictive customer experience analytics can be a strategic asset and help increase the velocity of growth for your business. Using word-of-mouth metrics as an example, he will also talk about the importance of innovating analytics so company executives can keep pace with the maturing customer and their continuously changing expectations to gain a competitive advantage.

    Eric FeinbergSenior Director, Mobile, Media, and EntertainmentForeSee

  • 2:10pm – 2:45pm "It Takes a Village (of Courageous Marketers)"
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    A true story of how a determined marketing team helped reimagine, reinvent and reenergize a Fortune 500 brand and its corporate culture.Colette LaForceSVP & Chief Marketing OfficerAdvanced Micro Devices

  • 2:45pm – 3:00pm Coffee Break
  • 3:00pm – 3:45pm Panel Discussion
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    “Leveraging Entertainment to Strengthen Your Brand”Session topics include, but are not limited to:

    • Working with Music, TV, Celebrities, and Film 
    • The benefits of partnering with various entertainment platforms
    • The process: lead times, costs, deal terms, and executions
    Moderator:Ray PowellHead of Strategic MarketingDisney Music GroupPanelists:Monica AustinSVP, Business & Brand DevelopmentShine AmericaLJ GutierrezSVP Partnership DevelopmentUniversal Music GroupJim MorrisDirector, Global PromotionsWalt Disney Studios 

  • 3:50pm –4:25pm "Dell’s Marketing Analytics Evolution"
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    As Dell’s business model and customer value proposition have changed, so too has the role of marketing analytics at the company. The company is evolving from analytics improve marketing functions in silos, into an approach that will drive across the full go-to-market engine by focusing on the customer. See how Dell is planning this journey, and hear the lessons they’ve learned along the wayDrew MillerExecutive Director for Global Marketing Analytics & InsightsDell

  • 4:25pm – 4:30pm Argyle Executive Forum Closing Remarks
  • 4:30pm – 5:30pm 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 "2014 Chief Marketing Officer Leadership Forum" in Los Angeles
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 part of the Argyle Executive Forum group when booking sleeping rooms in order to receive a discount of 15% per night.


The Beverly Hills Hotel

9641 Sunset Boulevard
Beverly Hills, California 90210
Telephone: (310) 276-2251

Continuing Education Credits:

Due to the nature of our program, Argyle events do not always receive continuing education credits. We do make efforts to apply in several states and will work with members to apply as an individual if credits are not awarded for the event. Should we receive credits, we do however inform our members.