Why You Should Attend!



LEARN ABOUT THE BIGGEST FORCES IMPACTING DIGITAL MARKETING IN 2017 AND BEYOND

Argyle Executive Forum is bringing together leading digital marketing executives for our annual Boston event. Our best-in-class program is geared specifically towards Chief Marketing Officers, Chief Digital Officers, as well as Marketing, Brand Strategy, Digital, and Analytics VPs and Directors in a leadership role. 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
  • Deciphering a ballooning amount of data to better understand the customer
  • How the world’s most innovative brands are deliver personalized, meaningful brand experiences

 

Our keynote presentations, fireside chats, panel sessions, and networking breaks will enable candid discussions with your peers focused on these topics 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 the New England region and beyond!

Register to Attend

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
ARGYLE HOST Donna MacFarland Former CMO, Lincoln Financial Group Retirement Services
Accelerate Strategies LLC
View Bio »
Speaker
Pat Arnold Head of Brand and Creative
Zipcar
View Bio »
Speaker
Michelle Boockoff-Bajdek Vice President, Global B2B Marketing
The Weather Company, an IBM Business
View Bio »
Speaker
Caitlin Brensinger Vice President, Digital Marketing
Planet Fitness
View Bio »
Speaker
Stephanie Brocoum Senior Vice President Marketing
Sperry Top-Sider
View Bio »
Speaker
Ashley Chambers Canning Head of eCommerce, Keds
Wolverine World Wide
View Bio »
Speaker
Sean Gallimore Corporate Vice President, Chief Marketing Officer
Parexel
View Bio »
Speaker
Kara Hutchinson Head of Strategic Marketing
Boston Celtics
View Bio »
Speaker
Blake Miller Director, Product Marketing
Salesforce Marketing Cloud
View Bio »
Speaker
Lisa Natalicchio Global Head of Digital Communications
State Street
View Bio »
Speaker
Tracy Robertson Global Product Marketing Director
General Electric
View Bio »
Speaker
Sanjay Sidhwani Senior Vice President, Marketing Analytics
Synchrony Financial
View Bio »
Speaker
Jennifer Skibo Head of Digital Marketing
United Natural Foods
View Bio »
Speaker
Kiran Smith Chief Marketing Officer
Brookstone
View Bio »
Speaker
Warren Tomlin Chief Innovation Officer
IBM
View Bio »
Speaker
Paul Tyler Chief Marketing Officer
Phoenix Life Insurance
View Bio »
Speaker
Scott Weiler Vice President, Marketing & Communications
Sonesta International Hotels
View Bio »
  • 7:55am – 8:55am Arrival and Breakfast
  • 8:55am – 9:05am Opening Remarks by Argyle Host
    read more »

    Donna MacFarland
    Former CMO, Lincoln Financial Group Retirement Services
    Founder & Managing Partner 
    Accelerate Strategies LLC.

  • 9:05am – 9:40am Keynote Presentation featuring State Street: “From Fax Machines to Emojis: A Gutsy Guide to Transforming a 225-Year-Old Brand”
    read more »

    A brand’s content needs to meet client needs, reinforce the company’s strategy and drive business goals. How then does a brand established the same year the US dollar was declared the country’s official currency manage to sound authentic, transparent –and edgy – on digital channels? You’ll hear from Lisa Natalicchio at State Street, detail how social listening and a newsroom approach to content marketing helps the marketing team select the stories, messages, and formats to keep its content relevant and engaging.

    Lisa Natalicchio
    Global Head of Digital Communications
    State Street 

  • 9:45am – 10:05am Thought Leadership Spotlight featuring IBM: "Experience as The North Star: Don’t Lose Your Way With Your Customers"
    read more »

    Transformation is hard – really hard. In today’s modern world, your customers are experiencing change and expecting new innovations in products and services at unprecedented levels. When it comes down to it, the only point of differentiation left today is the experience itself.
    By sharing stories of his professional observations and personal anecdotes, Warren Tomlin, Chief Innovation Officer at IBM will share how your organization can use experience as the North Star to guide you through this complex, digital world.

    • Understanding the Experience: Why leaders need to be ‘bilingual’ and become fluent in both the languages of business and technology. Why you need to find partners and build an ecosystem that can help your organization navigate through the noise and help you define the game-changers in your company.
    • Driving the Experience: CDO? More like CEO. Digital means more than information, technology and data. Digital – the way we use it – refers to big game-changing transformations. Who is the right person to lead your organization?
    • Implementing the Experience: What do digital reinvention and campfires have in common? Like campfires in a large camp site, digital initiatives can spark up in different departments. However, how do we proceed with purpose while embracing the spirit of our change agents?

    Warren Tomlin
    Chief Innovation Officer
    IBM

  • 10:05am – 10:30am Networking Break
  • 10:30am – 11:20am Panel Discussion: “Creating a Roadmap to Effectively Unify CX Through All Marketing Outlets”
    read more »

    Session topics include, but are not limited to:

    • Initiating a cross-functional digital transformation strategy to better engage with your customers across the organization
    • Best practices for integrating marketing messaging and strategies to create a unified experience across all channels
    • Segmented your customer base, understanding their preferences, and mapping marketing efforts accordingly
    • Catering to newly empowered consumers and their endless options on how and when to purchase
    • Tying digital engagement to ROI, revenue growth, and brand loyalty

    Moderator:

    Jennifer Skibo
    Head of Digital Marketing
    UNFI

    Panelists:

    Caitlin Brensinger
    Vice President of Digital Marketing
    Planet Fitness 

    Stephanie Brocoum
    Senior Vice President Marketing
    Sperry Top-Sider       

    Kiran Smith
    Chief Marketing Officer
    Brookstone

    Scott Weiler
    Vice President, Marketing & Communications
    Sonesta International Hotels       

  • 11:20am – 11:40am Networking Break
  • 11:40am – 12:00pm Thought Leadership Spotlight featuring Salesforce Marketing Cloud: "The State of the Connected Customer"
    read more »

    Consumers are more connected than ever, and they expect smarter customer experiences. Salesforce Research surveyed more than 7,000 consumers and business buyers globally to discover what those expectations are and how marketers can connect with them.

    Blake Miller
    Director, Product Marketing
    Salesforce Marketing Cloud

  • 12:05pm – 12:40pm Fireside Chat featuring: Boston Celtics
    read more »

    Join an interactive Fireside Chat with Kara Hutchinson of the Boston Celtics. Kara Hutchinson is in her 10th season with the Boston Celtics as Director of Marketing. In her first role with the Celtics as Ticket Operations Coordinator, Kara developed a strong knowledge of the Celtics fan base, eventually turning that into a role in Strategic Marketing. Currently, Kara's team handles Celtics branding, marketing, advertising, social media, new projects and technologies and the fan relationship, all with a heavy focus on data analytics.

    Kara Hutchinson
    Head of Strategic Marketing
    Boston Celtics

    Interviewed by:

    Donna MacFarland
    Former CMO, Lincoln Financial Group Retirement Services
    Founder & Managing Partner 
    Accelerate Strategies LLC.

  • 12:40pm – 1:40pm Lunch
  • 1:40pm – 2:25pm Panel Discussion: “Leadership Speaks: Analytics in Marketing”
    read more »

    Session topics include, but are not limited to:

    • Best practices in building an analytically driven marketing organization
    • Using analytics to meet the growing demands for customer-centered activities
    • Leverage marketing analytics to align campaigns around the customer focal-point
    • Talent and structure needed to achieve success
    • Collaborating with IT, finance, and sales to help create a unified view of the customer

    Moderator:

    Paul Tyler
    Chief Marketing Officer
    Phoenix Life Insurance 

    Panelists:

    Michelle Boockoff-Bajdek
    Vice President, Global B2B Marketing
    The Weather Company, an IBM Business

    Ashley Chambers Canning 
    Head of eCommerce
    Keds

    Tracy Robertson
    Marketing Executive – Digital Tools
    General Electric

    Sanjay Sidhwani
    Senior Vice President, Marketing Analytics
    Synchrony Financial      

    *Please note, this session is off the record.  

  • 2:25pm – 2:40pm Networking Break
  • 2:40pm – 3:15pm Keynote Presentation featuring Zipcar: “Building a Scalable Brand”
    read more »

    Wouldn’t it be great if your brand was as flexible and adaptable as your marketing and experiences must be? Since constant change in technologies have set a new normal, we have to build brands and expressions that are fluid, dynamic, and responsive to each situation. We must stop worrying about “brand policing” and get in the mindset of possibilities to stay relevant – this session will show you how.

    Pat Arnold
    Head of Brand and Creative
    Zipcar

  • 3:20pm – 3:55pm Keynote Presentation featuring: Parexel
    read more »

    Sean Gallimore is Corporate Vice President and Chief Marketing Officer at PAREXEL.  In this role he leads the strategy and execution for Global Marketing and Corporate Communications. He has more than 20 years of healthcare marketing experience with particular expertise in diagnostics, services, informatics, medical devices and therapeutics.

    Sean Gallimore
    Corporate Vice President, Chief Marketing Officer
    Parexel

  • 3:55pm – 4:05pm Closing Remarks by Argyle Host
    read more »

    Donna MacFarland
    Former CMO, Lincoln Financial Group Retirement Services
    Founder & Managing Partner 
    Accelerate Strategies LLC

  • 4:05pm – 5:05pm 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! request a pass.

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 Leadership in Digital Marketing Forum in Boston"
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.

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Traveling for the event? Stay at one of our recommended hotels nearby:

Venue

Sheraton Boston Hotel


39 Dalton Street
Boston, MA 02199
Telephone: (617) 236-2000
Website