Why You Should Attend!

Argyle Executive Forum is bringing together leading marketing, digital and analytics executives at our annual Los Angeles event. Throughout a full day of content and networking, we will focus on the most pressing issues that executives face as marketing’s role within the organization continues to evolve in 2017. Our agenda will be specifically geared towards Chief Marketing Officers, Chief Digital Officers, as well as Marketing, Brand Strategy, Digital, and Analytics VPs and Directors in a leadership role.  Key topics covered by our speaking faculty will include:

  • How the next wave of digital transformation will continue to transform the role of the marketing leader and the traditional executive team structure
  • The next frontier of content marketing in a digitally driven ecosystem
  • How next generation analytical capabilities will further transform the most in demand marketing skills
  • How the world’s most innovative brands are deliver personalized, meaningful brand experiences
  • Leveraging predictive analytics to delight the customer

Our keynote presentations, fireside chats, panel sessions, and networking breaks will enable candid discussions with your peers focused on these topics and more. Speakers at our 2016 LA Forum included Steven Bushong, SVP Marketing Operations at Disney ABC Television Group; Penny Baldwin, VP, Brand and Reputation Marketing at Intel Corporation; Heather Lazarus, Global VP, Brand Marketing - Girls at Mattel; Kristy LoRusso, VP Digital & Direct Marketing at Kaiser Permanente; Mitch Rotter, SVP Brand Marketing at Ticketmaster; and more.

We look forward to bringing together another fantastic faculty in 2017, and to hosting you alongside our community of Fortune 500 marketing leaders from Southern California and beyond!

This event will feature insights from top executives, including:

If you'd like to recommend a speaker, please email Tess Bradley-Jones at tbjones@argyleforum.com.

Josh Brooks Senior Vice President, Brand Strategy and Marketing
Jam City
View Bio »
Bernard Chung Head of Solution Marketing
SAP Hybris
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Alan Cohen Former Chief Operating Officer
Otter Products LLC.
View Bio »
Dave Fryer Product Advocate
View Bio »
Jeff Greenspun Senior Vice President, Theatrical Distribution
Weinstein Company
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Andy Hoang Chief Marketing Officer
California State University, Long Beach
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Tina Hoover Vice President, Brand Licensing & Cross Channel Engagement
Scientific Games Corp.
View Bio »
Brooke Lais Chief Marketing Officer
Green Dot Corporation
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Drew Leahy Chief Marketing Officer/ Chief Technology Officer
View Bio »
Marc Rashba Vice President Digital Partnerships
Sony Pictures Home Entertainment
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Aaron Samson Head of Global Brand Marketing
View Bio »
Robert Schefferine Vice President, Production Entertainment Marketing
ABC Inc.
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Brian Sniegowski Director, Innovation and Development
Farmers Insurance
View Bio »
Heike Young Content Innovation Lead, Corporate Messaging & Content
Salesforce Marketing Cloud
View Bio »
Matt Zilli Vice President, Product Marketing
View Bio »
  • 8:00am-9:00am Breakfast
  • 9:00am-9:05am Argyle Executive Forum Opening Remarks
  • 9:05am-9:40am Fireside Chat: “Entertainment Omni-Channel “
    read more »

    Retailers are laser focused on building out and perfecting their own omni-channel experiences. Driven by the philosophy that the transactional experience for consumers should be friction free where consumers can buy what they want, when they want it and how they want it to their own specifications. How does that work when it comes to another transactional category, namely entertainment?

    The appetite for content is stronger than ever, but the ways that consumers can experience it is fragmenting more and more. What is a marketer to do?  How do you make sense of it all, never mind try to tie into it.


    Marc Rashba
    Vice President Digital Partnerships
    Sony Pictures Home Entertainment


    Jeff Greenspun
    Senior Vice President, Theatrical Distribution
    Weinstein Company

  • 9:45am-10:05am Thought Leadership Spotlight Presented by: SAP Hybris "Going Beyond the Norm: Real-time to Right Time Marketing"
    read more »

    Bernard Chung
    Head of Solution Marketing
    SAP Hybris

  • 10:05am-10:30am Coffee Break
  • 10:30am-11:20am Panel Discussion: "Leveraging Insights to Connect to Today's Consumer"
    read more »

    • In an omni-channel world, what have you done to create an approach to connect to your consumer?
    • How are you leveraging unique data insights in order to drive new customer growth and acquisition?
    • In trying to leverage unique data insights to better connect to your consumer, what should marketers (people) expect technology to do for them versus what should they expect to do for themselves?
      • Provide examples of ways to map complex systems to a customer journey
    • What are some models you're currently using to track and manage an end-to-end conversation?
    • How are you utilizing marketing analytics to align campaigns around the omni-channel consumer?
    • How do we deal with the situation where data is not giving us the full answer? 
    • How do you recruit the right talent, and structure your organization to achieve success?
    • How do you collaborate with IT, finance, and sales to help create a unified view of the customer? 


    Andy Hoang
    Chief Marketing Officer,
    California State University Long Beach


    Brooke Lais
    Chief Marketing Officer
    Green Dot Corporation

    Brian Sniegowski
    Head of Innovation and Development
    Farmers Insurance Group

    Heike Young
    Content Innovation Lead, Corporate Messaging & Content
    Salesforce Marketing cloud

  • 11:25am-11:45am Thought Leadership Spotlight Presented by Marketo: “Tomorrow’s Marketer: The Three T’s for Success in the Digital Age”
    read more »

    Yesterday’s marketing was a support function serving leads to sales. Tomorrow’s marketing will be a strategic function, driving digital transformation and owning the customer experience. But how do marketers get there? It’s not an easy journey – we need to make radical shifts in the techniques we adopt, the talent we hire, the teams we structure, and the technologies we implement.

    Join Matt Zilli, Marketo’s VP of Product Marketing, as he presents a new framework for becoming tomorrow’s marketer:

    • How to shift from traditional monologue-based techniques of batch-and-blast marketing to modern dialogue-based engagement that build long-term relationships
    • How to measure the impact of marketing by the few metrics that truly matters to senior executives and the boardroom
    • How to build the marketing org of the future, creating the right structure with the right talent

    Matt Zilli
    Vice President, Product Marketing

  • 11:45am-12:05pm Coffee Break
  • 12:05pm-12:45pm Panel Discussion: "The Next Frontier of Content Marketing in a Digitally Driven Ecosystem"
    read more »

    • In an age where technology is adapting faster than human behavior, how do marketers, ensure they are reaching customers with the right message at the right time?
    • Best practices in adapting a modern, interactive approach to content marketing
    • What are some of the ways you engage customers through interactive, personalized content across various channels?
    • How is your team leveraging content to humanize the brand
    • How do you differentiate content for various platforms while building a loyal following for each?
    • How do you see your role expanding or changing in 2017?
      • What are you most excited about?


    Josh Brooks,
    Senior Vice President, Brand Strategy and Marketing
    Jam City


    Drew Leahy
    Chief Marketing Officer, Chief Technology Officer

    Aaron Samson
    Head of Global Brand Marketing

    Robert Schefferine
    Vice President, Production Entertainment Marketing
    ABC Inc

  • 12:45pm-1:05pm Thought Leadership Spotlight Presented by Domo: "Know Your Numbers"
    read more »

    Today’s marketer has access to more data than ever to better do their job. But data doesn’t necessarily mean answers. How we take data from different sources to create one cohesive view of our customer journey, marketing campaign performance, or return on marketing spend is easier said than done. In this session we’ll talk about how technology can sometimes get in the way of solving these problems.

    Dave Fryer
    Product Advocate

  • 1:05pm-2:05pm Lunch
  • 2:05pm-2:45pm Keynote Session Featuring: Otter Products
    read more »

    Alan Cohen
    Former Chief Operating Officer
    Otter Products LLC.

  • 2:45pm-3:00pm Coffee Break
  • 3:00pm-3:35pm Keynote Session Featuring: Scientific Games
    read more »

    Tina Hoover
    Vice President Brand Licensing & Cross Channel Engagement 
    Scientific Games 

  • 3:35pm-3:40pm Argyle Executive Forum Closing Remarks
  • 3:40pm-4:40pm Cocktail 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 "2017 Chief Marketing Officer Leadership Forum" in Los Angeles
is proudly sponsored by:

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