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 San Francisco.

This event will feature insights from top executives, including:

If you'd like to recommend a speaker, please email Tyler Lettich at tlettich@argyleforum.com.

Speaker
Julian Aldridge Former Vice President, Brand Evangelism and Activation
Charles Schwab
View Bio »
Speaker
Jonathan Alloy Vice President, Product Manager
Wells Fargo
View Bio »
Speaker
John Boris Senior Vice President and Chief Marketing Officer
Shutterfly
View Bio »
Speaker
Mark Calvey Senior Reporter
San Francisco Business Times
View Bio »
Speaker
Charles Castano Chief Marketing Officer
AAA Northern California, Nevada & Utah
View Bio »
Speaker
Robert Chatwani Chief Marketing Officer, North America
eBay
View Bio »
Speaker
Frederick Crosby VP of Marketing, Global Online / Mobile
Western Union
View Bio »
Speaker
Seth Dotterer Vice President, Marketing
Conductor
View Bio »
Speaker
Scott Eagle Chief Marketing Officer
Conversant
View Bio »
Speaker
Rahim Fazal Senior Director, Product Management Strategy, Oracle Social Cloud
Oracle
View Bio »
Speaker
Melissa Felder Chief Marketing Officer
California Academy of Sciences
View Bio »
Speaker
Jordan Kretchmer Founder & CEO
Livefyre
View Bio »
Speaker
Kyle Lacy Director, Global Content & Research
Salesforce Marketing Cloud
View Bio »
Speaker
Marilyn Mersereau Senior Vice President & Chief Marketing Officer
Plantronics
View Bio »
Speaker
Nancy Rehkopf Head of International Marketing and Communications
Wells Fargo
View Bio »
Speaker
Mitch Rotter Senior Vice President, Brand Marketing
Ticketmaster
View Bio »
Speaker
Francesca Schuler Chief Marketing Officer
BevMo!
View Bio »
Speaker
Jeff Smith EVP Global Solutions Marketing, Product Leadership
Nielsen
View Bio »
Speaker
David Somo Vice President, Corporate Strategy & Marketing
ON Semiconductor Corp.
View Bio »
Speaker
Karen Steele VP Corporate Marketing
VMware
View Bio »
Speaker
Sejal Sura Director, Global Consulting
Fractal Analytics
View Bio »
Speaker
Helen Vaid Vice President, Customer Experience, Web & Mobile
Walmart
View Bio »
Speaker
Jon Vein CEO
MarketShare
View Bio »
Speaker
Matt Voda Chief Marketing Officer
OptiMine Software
View Bio »
Speaker
Ivan Wicksteed Global Chief Marketing Officer
Old Navy
View Bio »
Speaker
David Williams Chairman and Chief Executive Officer
Merkle
View Bio »
  • 7:45am – 8:45am Breakfast
  • 8:45am – 8:50am Argyle Executive Forum Opening Remarks
  • 8:50am – 9:25am Fireside Chat
    read more »

    Ivan WicksteedChief Marketing OfficerOld NavyInterviewed by:Jonathan AlloyVP, Product ManagerWells Fargo

  • 9:30am – 9:50am Thought Leadership Spotlight Presented by Oracle
    read more »

    "Social Essential to Delivering Exceptional Customer Experiences"

    A recent global study revealed that 91% of executives wish to be considered a customer experience leader in their industry. And more than 80% of those executives believe social is an essential part of the puzzle.  It’s not hard to understand why. Social has become a preferred method of communication for consumers. And businesses are realizing the many benefits of social including actionable insights, better service, driving sales and creating better customer relationships. When executed right, social can help win the hearts and minds of consumers and help develop lasting relationships. Join Oracle Social Cloud executive Rahim Fazal as he walks audiences through the imperative of social for every business wanting to be truly customer-centric.

    Rahim FazalSenior Director, Product Management Strategy, Oracle Social CloudOracle*Please note this session is off the record.

  • 9:50am – 10:15am Coffee Break
  • 10:15am – 11:05am Panel Discussion
    read more »

    “Brand Engagement in the Digital Era”Session topics include, but are not limited to:

    • 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
    • Utilizing the available channels in today’s technologically advanced world to engage with customers through all available touch points
    • How to keep your brand relevant to your customers/consumers
    • Delivering the most tailored, personalized content at these touch points
    • Understanding the multifaceted functionality of social media
    • Using social media to tell a story and emotionally connect with customers
    • Leveraging the business value of social engagement
    • Developing a strategy for paid, earned and owned media
    Moderator:Melissa FelderChief Marketing OfficerCalifornia Academy of Sciences Panelists:Jordan KretchmerFounder & CEOLivefyreNancy RehkopfHead of International Marketing and CommunicationsWells Fargo   Mitch RotterSVP, Brand MarketingTicketmaster David SomoVP, Corporate Strategy & MarketingON Semiconductor Corp.Sejal SuraDirector, Global ConsultingFractal Analytics     Helen VaidVP Customer Experience, Walmart.comWalmart

  • 11:10am – 11:30am Thought Leadership Spotlight Presented by Salesforce Marketing Cloud
    read more »

    "3 Technology Trends Disrupting Consumer Behavior"

    As a marketing leader, technology trends should be extremely important to every aspect of your business. They define the next generation of consumer behavior and ultimately engagement. Uber announces a valuation of over $10 Billion. They said it was a fad, yet Airbnb procures a million guests a month.That's 33,333 a day, or 1,388 an hour —all without owning a single bed, bath, or room. Not to mention, sensor use in products are growing at a 30% clip year over year.

    Next up? "Next up" is what we need to understand as marketing professionals. Nearly every industry is impacted by technology and it is becoming increasingly more apparent that the consumer journey is being impacted as well. If you thought social media was disruptive, get ready for the next frontier.

    Based on extensive research of over 10,000 consumers, Kyle will focus on the quickly evolving communication landscape and the impact of increased consumer mobility, localization, smart machines, and the power of social.

    Kyle LacyDirector, Global Content & ResearchSalesforce Marketing Cloud

  • 11:30am – 11:50am Coffee Break
  • 11:50am – 12:40pm Panel Discussion
    read more »

    “Optimizing Marketing Performance”Session topics include, but are not limited to:Marketing’s transformation into a data driven science

    • How has digital transformed the way in which marketing executives structure their teams?
    • Leveraging data to optimize these interactions
    • 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
    • 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
    • Best practices and challenges encountered in measuring cross channel engagement
    • Scrutinizing how investments into certain channels are driving results and using that knowledge to better target your spending 
    Moderator:Marilyn MersereauSenior Vice President & Chief Marketing OfficerPlantronicsPanelists:Charles CastanoChief Marketing OfficerAAA Northern California, Nevada & Utah Robert ChatwaniHead of Consumer MarketingeBaySeth DottererVice President, MarketingConductor Jon VeinCEOMarketShare     

  • 12:45pm – 1:05pm Thought Leadership Spotlight Presented by Conversant
    read more »

    "5 Ways to Drive Digital Marketing Excellence Through Sharper Thinking"

    We all strive for excellence in our marketing programs – but bad or outdated thinking can hinder our progress.  We can’t ever settle for “good enough” or “checking the box” when it comes to digital. The best way we can drive excellence is to jettison our outmoded or incorrect beliefs about digital.  This presentation focuses on 5 digital myths all of us need to stop believing – myths that really do make it far more difficult to achieve excellence.

    The “Big 5” Myths in Your Way to Driving Marketing Excellence

    • You’re doing all that’s necessary to personalize your marketing programs to individual consumers
    • It’s too tough to demonstrate digital’s impact on offline sales
    • Vendor dating is better than vendor marriage
    • Simplistic attribution models like last click get us “close enough” to the answers we need
    • Your team needs to “get there first” on the gamut of marketing innovations
    Scott EagleChief Marketing OfficerConversant   

  • 1:05pm – 2:05pm Lunch
  • 2:05pm – 2:25pm Thought Leadership Spotlight Presented by Merkle
    read more »

    “Connected CRM: Delivering on a Data-Driven Business Strategy”How do you lead a customer-centric, data driven business strategy in a disruptive digital world?  The answer is Connected CRM™.  When executed successfully, this approach will create a fundamental shift in your organization, placing the customer at the heart of the business strategy.  Join Merkle’s David Williams as he discusses the importance of an organizations ability to understand a consumer’s behavior and how that allows the organization to create personalized experiences that drive long term customer value and create sustainable competitive advantage. David WilliamsChairman and Chief Executive OfficerMerkle

  • 2:30pm – 3:15
    read more »

    pmPanel Discussion“Leadership Speaks: Mobile Marketing”Session topics include, but are not limited to:Discussing the shift to mobile

    • Has your organization addressed the shift in consumer behavior away from traditional devices towards mobile devices?
    • How far along is your organization in measuring your mobile marketing efforts?
    • Best practices for measuring mobile advertising
    • Have you encountered challenges in maintaining the same caliber of creative throughout your mobile campaigns?
    • How is your team going about building a unified view of your customer across screens and devices?
    • How to facilitate the intersection of traditional marketing and newer digital techniques
    • Best practices in aligning new marketing strategies with tried and true techniques for the greatest possible impact
    • Exploring various measurement tools and developments that allow marketers to integrate the traditional with the new, the offline with the online, etc.
    Moderator:Jeff SmithEVP Global Solutions Marketing, Product LeadershipNielsen    Panelists:Jonathan AlloyVP, Product ManagerWells FargoJohn BorisSenior Vice President and Chief Marketing OfficerShutterflyFrederick CrosbyVP of Marketing, Global Online / MobileWestern UnionKaren SteeleVP Corporate MarketingVMware 

  • 3:20pm
    read more »

     3:40pm

    Thought Leadership Spotlight Presented by OptiMine Software

    “Moving from Planning to Optimization with Agile Marketing Mix”

    Today’s always-on environment, where new devices and channels crop up seemingly overnight, requires a shift in mindset from planning to perpetual testing and optimization. To capitalize on new opportunities to more effectively reach consumers while mitigating risk from unpredictable market dynamics, the most successful marketers today are taking an agile approach: continually gathering fresh insights and making incremental adjustments to optimize their marketing performance. We’ll highlight cases where optimization-minded marketers are adopting an agile marketing mix analytics approach to test new campaigns and channels; uncover hidden value in hard-to-measure channels such as mobile, social and offline; and take iterative action to mine untapped value in their marketing investments.

    Matt VodaChief Marketing OfficerOptiMine Software *Please note this session is off the record.

  • 3:40pm – 4:05pm Coffee Break
  • 4:05pm – 4:40pm Fireside Chat
    read more »

    Julian AldridgeVP, Brand Evangelism and ActivationCharles Schwab     Interviewed by:Mark CalveySenior ReporterSan Francisco Business Times

  • 4:45pm – 5:20pm "Customer Engagement at BevMo!"
    read more »

    BevMo! operates in the most highly competitive beverage markets in the United States. Learn how they gained clear visibility into customer behavior to measure true integrated, omnichannel campaign effectiveness and used personalized offers across multiple touch points to improve customer retention and increase sales.

    Francesca SchulerChief Marketing OfficerBevMo!*Please note this session is off the record.

  • 5:20pm – 5:25pm Argyle Executive Forum Closing Remarks
  • 5:25pm – 6:25pm 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 "2014 Chief Marketing Officer Leadership Forum: Fall Event" 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 hotels are recommended by Argyle Executive Forum. Please note that we do note have a corporate rate.

Venue

Chancellor Hotel


433 Powell Street
San Francisco, CA 94102
Telephone: (415) 362-2004
Website

Venue

Handlery Union Square Hotel


351 Geary Street
San Francisco, CA 94102
Telephone: (415) 781-7800
Website

Venue

Intercontinental Hotel
Mark Hopkins San Francisco


One Nob Hill
San Francisco, CA, 94108
Telephone: (415) 392-3434
Website

Venue

Omni San Francisco Hotel


500 California Street
San Francisco, CA 94104
Telephone: (415) 677-9494
Website

Venue

Parc 55 Wyndham


55 Cyril Magnin Street
San Francisco, CA 94102
Telephone: (415) 392-8000
Website

Venue

San Francisco Marriott Union Square


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

Venue

Sir Francis Drake Hotel


450 Powell Street
San Francisco, CA, 94102
Telephone: (800) 795-7129
Website

Venue

The Fairmont San Francisco


950 Mason Street
San Francisco, CA 94108
Telephone: (415) 772-5000
Website

Venue

The Huntington Hotel


1075 California Street
San Francisco, CA 94108
Telephone: (415) 474-5400
Website

Venue

The Powell Hotel


28 Cyril Magnin Street
San Francisco, CA 94102
Telephone: 415-398-3200
Website

Venue

The Warwick Hotel


490 Geary Street
San Francisco, CA, 94102
Telephone: (415) 928-7900
Website

Venue

The Westin St. Francis


335 Powell Street
San Francisco, CA, 94102
Telephone: (415) 397-7000
Website

Venue

Villa Florence


225 Powell Street
San Francisco, CA 94102
Telephone: (415) 397 7700
Website