2017 Retail & Consumer Goods Forum: Marketing to the Modern Consumer
Why You Should Attend!#ArgyleCMO
Technology’s influence on our consumer preferences is disrupting the retail and consumer goods landscape in profound ways, necessitating immediate transformation from brands and the leaders that steer them. Marketing, technology and retail executives in particular face increasingly daunting challenges in maintaining meaningful, personalized relationships with their customers. To discuss these topics and more, Argyle Executive Forum is bringing together leading digital, analytics, brand and marketing executives for our annual Retail and Consumer Goods event.
Our best-in-class program is geared specifically towards retail and consumer goods executives including Chief Marketing Officers, Chief Digital Officers, Chief Innovation Officers, as well as Marketing, Brand Strategy, Digital, Media, 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 critical role of marketing within the retail and consumer goods industry
- Deciphering a ballooning amount of data to better understand the consumer in real time
- How the world’s most innovative brands are delivering personalized, meaningful brand experiences
- Exploring emerging technologies and trends that are reshaping the modern shopper experience
- Best practices with regards to driving seamless, dynamic cross-channel experiences
- Maintaining relevancy and uniqueness in a competitive, consumer-centric marketplace
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 Forums included: Sherrill Kaplan, VP Digital Marketing & Innovation at Dunkin' Brands; Greg Chambers, Group Director - Digital Innovation at The Coca-Cola Company; Phil Duncan, Global Design Officer at Procter & Gamble; Liz Wilson, Head of Digital Media & Advertising at Under Armour; Joe Hartsig, Group VP, Marketing and Digital Commerce at Walgreens; Will Brunt, SVP Marketing & Chief Innovation Officer at Smithfield Foods; Frank Wong, Head of Digital Media at Hyatt Hotels Corporation; Frank Hamlin, CMO, GameStop Corp.; and more.
We look forward to bringing together another fantastic faculty in 2017, and to hosting you alongside our Retail and CPG community of Fortune 500 Marketing hailing from the heart of the Midwest and beyond.
This event will feature insights from top executives, including:
If you'd like to recommend a speaker, please email Tyler Lettich at firstname.lastname@example.org.
Charles Schwab View Bio »
Julian joined Schwab in 2012, to drive the Challenger Brand Identity project and help the company rediscover and activate its rich Challenger heritage for a new generation of investors.
Over his 30 years in the advertising and marketing industry he’s worked across virtually every category imaginable, and with iconic brands like Nike, DHL, Miller, Adidas, Coke and Disney, to name but a few.
His driving passions throughout his career have been re-invention and re-imagination – of brands, of himself and of marketing its self. A passion that has seen him pioneer the concept of Experience Planning in the first dotcom boom, Influencer Marketing before Facebook, and most recently Challenger thinking and activation within major corporations.
He’s also an avid traveler, athlete, softball player, father, husband and crossfitter.
Redbox View Bio »
Sameer Bhutiani is an accomplished leader with a specialization in international ecommerce general management, omni-channel operations and marketing. He has an unparalleled passion for customer satisfaction, achieving results (KPIs) and solving challenging problems. His marketing skills include driving SEO, SEM, display ads, social media, affiliates, data-feeds, partnerships and vendor ecosystems. His operational expertise includes strategic thinking, complex tactical execution and driving operational excellence in systems and processes. He is adept at launching and growing new revenue streams, optimizing business profitability and margins.
He firmly believes in and coaches all of his teams to embrace a few core leadership principles to drive success across the organization. The primary of these leadership principles include being customer obsessed, delivering results, diving deep in the weeds, earning trust of others and celebrating success while having fun. He considers himself a ‘global nomad’ with educational, professional and travelling experiences in 8 countries and 4 continents as a result of which he has developed an extraordinary ability to align and influence different cultures, motivate multifunctional teams and executive leadership.
Sameer Bhutiani currently works as the Director of Ecommerce, Merchandising and Marketing at Redbox, the weekly entertainment destination for millions of US customers. Previously, he served as the Director, Omni-channel Operational Excellence and Director, General Manager of International Ecommerce at Sears Holdings. Prior to Sears, he worked at Alcatel-Lucent (now Nokia) at a few roles including Web Strategy & Operations Leader, Strategic Projects and Marketing Process Leader. He can be reached at: LinkedIn , Twitter
The Pampered Chef View Bio »
Speaker bio coming soon...
New Era Cap View Bio »
Edward is a brand visionary with over 20+ years of experience working with such pinnacle brands as Nike, Levi’s, The Home Depot, McDonald’s, Eastman Kodak, Taco Bell and just recently as the Director of Marketing for New Era. He has an extensive background in almost every facet of the marketing mix including research, planning, promotions, media, digital, retail, merchandising, sales, budget management, and production. Edward has planned and executed marketing on every level from large-scale national campaigns to field and multi-cultural marketing programs. His most recent expertise is centered around the rise of emerging engagement platforms and the exponential rate of retail disruption. He graduated from the University of Florida with a BA in Advertising and earned his MBA from Mercer University.
iQ media View Bio »
John Derham is the reason iQ Media exists—serving as co-founder and resident innovator. He oversees the continued advancement into the real-time TV analytics space, as well as upholding the company’s vision and everyday mission. A career-long data guru, he held prestigious positions at companies such as Advanta, Royal Bank of Scotland and JP Morgan Chase—where he led marketing and decision sciences. John is also the assistant coach of the Villanova men’s lacrosse team
Land O' Lakes View Bio »
Catherine is the Marketing Director for the Retail Butter and Spreads business at Land O’ Lakes, Inc based in Arden Hills, Minnesota.
Catherine has 19 years in food marketing with 9 years on the consumer products side with Pillsbury and General Mills working on brands like Toaster Strudel, Fiber One, Toaster Scrambles, Hungry Jack and 6 years in Foodservice at General Mills working on sweet goods and cereal under the Gold Medal, Pillsbury, and General Mills brands.
For the last 4 years, Catherine has been at Land O Lakes running the Foodservice business. Her responsibilities during that time were managing the profitability and volume for both established and new products and channel marketing for the Foodservice division where she grew business profitability by over 200%. In June, Catherine put her retail hat back on and assumed responsibility for the Land O’Lakes Butter and Spreads business in Dairy Foods where she is busy building a new ad campaign “Add a little good” and gearing up for butter season!
Catherine and her husband Jon live in Chanhassen, MN. They have three children – one each in grade school, middle school and high-school. She spends her weekends watching them play volleyball, baseball and hockey and taking time for herself to train for half and full marathons.
Mead Johnson Nutrition View Bio »
Krenda is the Enfamil Associate Marketing Director of Mead Johnson Nutrition, headquartered in Chicago, IL, and travels to Washington D.C. to serve as a Board Member for the Council of Better Business Bureau (CBBB). Krenda had an early passion for business building through consumer understanding, innovation, and ethical business practice. She earned her B.A. from the University of Wisconsin Madison and MBA from Indiana University. Krenda led brands at Procter & Gamble and Eli Lilly and interned at Sears. Her advertising won awards in Advertising Age and an Effie. Krenda has traveled around the world including Europe, Asia, and Latin America to listen to consumers. Krenda wants to inspire others to lead, so she volunteers as the Network of Executive Women Digital Co-Chair and Girl Scout leader.
Northwestern University View Bio »
Ariel Goldfarb is on the faculty of Northwestern University’s Medill-IMC program, where he teaches Brand Equity Management and Brand Communication Decisions, and leads the IMC/London advanced seminar. He holds a bachelor’s degree from University of California Berkeley, and a masters in Integrated Marketing Communications from Northwestern University. In terms of background, Goldfarb has 20 years experience in marketing and communications in both the U.S. and overseas in media, education, international trade and consulting. Ariel has developed brand strategies for Maui Jim, Johnsonville Sausage, MillerCoors, Hewlett-Packard, Jose Cuervo, Life Fitness, Sargento, Frito-Lay, Pepsico/Starbucks, Honeywell, Cargill and Jockey International. His courses focus on helping students understand the bridging role of brands between company and customers, and how to leverage brand equity to help achieve business outcomes.
Sears Holdings View Bio »
In his current role as Director of Business Management & Analytics for Sears Holdings, Michael is responsible for the management of the Business/P&L aspects of the Online Division as well as the Analytics for both the Desktop and Mobile core sites for Sears and Kmart. Prior to his role with Sears, Michael’s background is in Business management and Finance management, holding leadership roles within the Consumer Products and B2B Products arena. He has embraced the challenges of ‘Big Data’ that Online analytics present, and has succeeded by merging these skills with his financial analytics background to drive growth within the Sears online division.
The Pampered Chef View Bio »
As Chief Marketing Officer, Belinda spearheads Pampered Chef’s shopper and consultant marketing strategy and programs, including brand building, web site and app experiences, digital marketing and e-commerce, content marketing, influencer relations, social media, customer insights and analytics. With more than two decades of business leadership in start-ups, as well as experience with global enterprises spanning the technology, retail and financial services industries, Belinda is an expert at identifying the compelling stories within an organization and leveraging them to build strong brands and drive business results. She was named a Woman to Watch by FierceCMO in 2014, and Top Digital Marketer by BtoB Magazine in 2011, 2012, and 2014. Her past experience includes Vice President of Digital Marketing for General Growth Properties, Inc. (GGP), Senior Director of Global Brand and Digital Marketing at Motorola Solutions, Inc., a board member of the Business Marketing Association, and membership in the Direct Marketing Association and Forrester’s Interactive Marketing Council. Belinda lives in the Chicago suburbs with her husband and three children.
Sears Holdings View Bio »
Speaker bio coming soon...
Zoro Tools, Inc. View Bio »
Vice-President/Chief Marketing Officer, Zoro Tools, Inc., responsible for all company Branding, Promotion, and Customer care programs. He also is responsible for the company’s Analytics organization, and for its Zoro Canada business.
Previously, he served as Vice-President, Retail Experience, for Kraft Foods North America, and as Vice-President of Marketing, for Kraft Foods’ Cheese Business Unit. Other prior roles include Group Director, Marketing Capability for Coca-Cola North America and Group Director, Sprite, responsible for its U.S. business. Prior to Coca-Cola, Donald served as Vice-President of Marketing at BI-LO/Bruno’s Supermarkets, Inc., Senior Vice-President of Marketing and New Business Development at PCA International, and Vice-President of Business Development for Priceline WebHouse Club, Inc.
Donald began his marketing career in Brand Management at Procter & Gamble in 1990, where he worked until 2000.
He earned a BS in Mechanical Engineering from Stanford University and an MBA from The Wharton School of the University of Pennsylvania.
Donald and his wife Daphne have three sons: Bryant, Jordan and Jackson. They reside in Buffalo Grove, IL.
Lenovo View Bio »
Marcela Lacerda leads North America marketing for Motorola. With more than 15 years of marketing, sales and brand management experience, and a special interest in consumer behavior, Marcela is passionate about finding different ways to make brands relevant to consumers. Before joining the North America team in October 2016, Marcela served as the Head of Marketing for Motorola in Brazil, ultimately leading the brand to claim the No. 2 spot in the Android smartphone market in the country.
Prior to joining Lenovo MBG in 2013, Marcela worked in marketing and sales at Ponto Frio, Vivo, TIM and Brasil Telecom. She earned her MBA in marketing from Fundação Getulio Vargas, and a master’s degree in Retail from Universidade de São Paulo. She completed executive education courses in branding at Northwestern University Kellogg School of Management.
Morton Salt View Bio »
Denise Lauer is an award-winning communicator with more than 15 years of experience with FORTUNE 500 companies and industry leaders. She is currently head of Communications & Corporate Brand Strategy at Morton Salt, Inc. She joined the company in May 2011 and is based in Chicago, IL.
In this role, Denise leads a team responsible for public relations, employee communications, digital and social media, corporate brand strategy and social responsibility.
Prior to joining Morton Salt, Denise held various global communication positions. She served as the Communications Associate Manager for Quaker Foods & Snacks, a division of PepsiCo, where she managed the design and execution of internal and external communication plans to drive employee engagement, corporate reputation and consumer purchasing decisions.
Prior to Quaker Foods, Denise focused on international communications at FedEx, based in Memphis, TN. As Global Communications Manager, she managed a full range of public relations programs to drive global brand awareness, executive visibility and corporate reputation.
Prior to FedEx, Denise held various roles of increasing responsibility with Eaton Corporation, a diversified industrial manufacturer headquartered in Cleveland, OH. More recently, she served as Corporate Communications Manager at Eaton, leading the planning and execution of various strategic communication programs, including the company’s award-winning Annual Report.
Denise graduated magna cum laude with a bachelor’s degree in English and Communications from John Carroll University in Cleveland. She and her husband currently live in the city of Chicago. They enjoy all things related to food, film and international travel.
Reynolds Consumer Products View Bio »
Michael Mazza is the Marketing Director for the Reynolds Wrap® brand at Reynolds Consumer Products. In that role he’s led the reinvention of the 70 year-old brand icon, ushering it into the digital age with innovation across Digital and Social media, anchored by an award winning campaign on Instagram. These efforts have been recognized by Adweek, PR Daily and others while reinvigorating brand growth. Before joining Reynolds Consumer Products Michael held a number of progressive brand marketing roles across a range of categories at industry leading organizations including Bayer, Newell Rubbermaid and Alberto Culver. Michael holds a Bachelor of Science in Marketing from Indiana University and a MBA in Marketing from Northwestern University.
Klein Tools View Bio »
Greg Palese joined Klein Tools in 2013 to manage the growing marketing needs of the North American and international markets which Klein Tools serves.
Klein Tool is the preeminent hand tool for professionals in America and has been since 1857. Today, the company continues to grow by expanding to new channels, new products and new geographies. As vice president of marketing, Greg is responsible for the marketing strategy of Klein Tools while growing the brand globally in markets such as the United Kingdom, Brazil, Mexico and Australia.
With more than 20 years of experience, Greg has a wealth of knowledge in the advertising and marketing disciplines. He comes to Klein Tools from Lowe’s Home Improvement where he managed the Kobalt Tools brand during its re-launch. Under his direction, Kobalt was named a “Brand to Watch” in Landor’s “Breakaway Brands” study for their significant upward momentum from 2008-2011. Prior to that, Greg held several brand management roles and worked for advertising agencies on many local, regional and national brands.
Greg holds BSBA from Villanova University and an MBA from DePaul University.
Xooba View Bio »
MQ Qureshi has a passion for understanding Customer Journeys and designing simple solutions that address the core of complex problems. He has over 17 years of experience in the Digital Ecosystem with a breadth of experience that covers multiple industries (from Automotive to Retail/Fashion & B2B) from both the Agency & Client side of the house. Most recently he was engaged with McDonald's Corp in the capacity of Global Director - Digital Experience, which he just recently left to form the travel startup Xooba, for which he is the Chief Product Officer and Founding Partner.
Sony Pictures Entertainment View Bio »
Marc Rashba is currently the Vice President of Digital Business Development for Sony Pictures Home Entertainment. Previously Marc was the Vice President of Marketing for Sony overseeing the company’s customer marketing for RVOD, digital and physical accounts. Additionally, Marc led the company’s marketing efforts that turned out a number of strong TV properties, including Breaking Bad. Prior to Sony, Marc spent a number of years in the music industry at EMI Music Group in a variety of roles, but loved his time working with the band Poison the most. Marc also held a number of other entertainment roles with Bagdasarian Productions, Amblin Entertainment and others. He lives in Oak Park, CA with his wife and three children.
True Value Company View Bio »
For nearly 20 years, Pat Rooney has been providing marketing leadership and general management experience focused on bringing greater enterprise value by directing transformational change to drive internal growth to some of the biggest companies and brands within their respective industries.
A self-proclaimed “marketing cleaner” or “marketing fixer,” Pat originally started on the agency side before being asked by his client, Ace Hardware, to lead the launch of its own private label house brand. After reaching success there, he moved on to OfficeMax where he was involved in a new CRM and Customer Marketing initiative by leading a new integrated marketing team. More recently, he worked for Chamberlain, the world’s largest manufacturer and distributor of door and gate access systems overseeing the global brand development and marketing communications functions. Currently, he is employed by True Value where he was initially charged with transforming a creative services team to an in-house agency. Just recently, he took a new role within the organization as the head of product and promotional marketing.
8:00am – 9:00am Breakfast
9:00am – 9:10am Opening Remarks by Argyle Host
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President and Brand Evangelist
9:10am – 9:45am Keynote Presentation featuring Sears: “From Campaigns to Relationships”
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Always on digital content marketing. In the age of consumer discovery.
Head of Global Brand Management and Digital Marketing, KCD Brands
Sears Holdings Company
9:50am – 10:40am Panel Discussion: “The Democratization of Retail”
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Session topics include, but are not limited to:
- Best practices in extending brand experience beyond physical and virtual walls to wherever and whenever consumers demand
- The commerce (Store POS, E-Commerce) and engagement (Social, Email, App) converge
- Creating a focus on specific aspects of the transformation that can deliver the greatest impact on revenue
- Making mobile the focal point of your digital customer engagement strategy and investing in building engagement on the mobile device, not only on enabling commerce
- Building a single customer profile that spans across all channels
- Discussing the most disruptive customer engagement technologies in the next few years
Former Director of Global Digital Experience, McDonald's Corporation / Founding Partner
Director of Ecommerce, Merchandising and Marketing
Director of Marketing
New Era Cap
Director, Business Management and Analytics, eCommerce Division
Vice President, Chief Marketing Officer
Head of Marketing, Reynolds Wrap
Reynolds Consumer Products
10:40am – 11:05am Networking Break
11:05am – 11:45am Fireside Chat featuring Pampered Chef: "Using Agile Approaches to Transform Brand Marketing"
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Transformation is shaking up the status quo at Pampered Chef and infusing a flexible, agile mindset into many aspects of the company, including the Marketing Department. Join Chief Marketing Officer Belinda Hudmon for a casual conversation about her experience integrating agile workflow techniques into a once regimented and process-heavy marketing department…and the effect it has had on productivity, creativity and talent acquisition. Belinda will also talk about how marketing can help fuel a brand transformation and the ways in which Pampered Chef defines and drives relevancy with today’s consumers.
Pampered Chef is a Berkshire Hathaway company, and a leading provider of personalized, inspirational cooking solutions. Founded 37 years ago in the suburbs of Chicago by home economics teacher Doris Christopher, the company brings families together around food to create memories and enjoy moments with family and friends. From its roots as a start-up, the company has blossomed into a multimillion dollar, international enterprise with hundreds of employees and products, and 40,000 field consultants who sell our products directly to customers in the U.S., Canada and Germany. Pampered Chef today is focused on developing distinctive, high-quality kitchen tools that empower the everyday cook, and providing each cooking consultant a flexible, successful business model that works with his or her own lifestyle, goals and passions.
Chief Marketing Officer
Director of Corporate Communications
11:45am – 12:05pm Networking Break
12:05pm – 12:40pm Keynote Presentation featuring True Value Company: "Building an In-House Agency"
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As part of the company’s newly employed strategic plan, a need was identified to elevate the current Creative Services department to be True Value’s strategic marketing agency of choice by offering brand management expertise, innovative solutions, efficiency and flexibility, and minimize the reliance on external resources and outside spend.
Implement a multi-year plan to transform in-house creative services department to a formal functioning advertising agency model tasked with accelerating growth via the strategic execution of brand-building and demand creation communications across all mediums and channels to all customer segments.
Realign the marketing functionality by transitioning from a transactional exchange to a fully-integrated approach providing a high level, omni-channel experience.
Head of Creative Strategy and Marketing Planning
True Value Company
12:40pm – 1:40pm Lunch
1:40pm – 2:30pm Panel Discussion: “The Next Wave of Brand Building”
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Session topics include, but are not limited to:
- Recognizing key consumer behaviors and how they impact your brand/product proposition
- Moving customers from “awareness” to “brand advocates”
- Examples of how brand marketers leverage partnerships with other brands, agencies and platforms to engage their customer base
- Shift from brand management to customer experience platforms
- The difference between a loyalty program and a loyalty company
- Aligning data analytics approaches with the customer experience journey to recognize and engage customers for enduring brand advocacy
- Collecting, analyzing, and acting on customer insights
Lecturer, The Medill School of Journalism, Media, Integrated Marketing Communications
Head of Innovation & Co-Founder
iQ Media Corp.
Head of Marketing, Retail Butter and Spreads
Land O' Lakes
Marketing Director, Enfamil
Mead Johnson Nutrition
Head of North America Marketing
Head of Communications and Corporate Brand Strategy
2:30pm – 2:45pm Networking Break
2:45pm – 3:20pm Keynote Presentation featuring Klein Tools: "RETAIL 2017: Dead or Alive?"
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Have you ever played the game Dead or Alive? Some people always assume someone is dead or alive and is always stumped when the truth is revealed. Seems that way with retail today. Asked the question; Retail – Dead or Alive? Everyone answers dead. The truth is - bad retail is dead, but there is still a lot to like about retail and manufacturers and brand marketers shouldn’t ignore it.
Klein Tools, a 160 year old manufacturer of hand tools for professionals still does the majority of its business at Brick & Mortar stores and our customers like Home Depot, Graybar and City Electric are growing, and thriving by capitalizing on the loyalty of the Klein Tools brand and doing what they do best.
In this presentation, Greg Palese will talk about what still works for Klein Tools Brick & Mortar customers, how they are responding to the changing landscape in retail, the challenges they will face in the near future and how manufacturers can survive in this climate.
Vice President, Marketing
3:25pm – 4:00pm Keynote Presentation featuring Sony Pictures Entertainment: "What do Movie People Know About Today’s Brand Challenges Anyway?"
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- Today’s brand climate is Fast & Furious
- Brands have to swing like Spiderman from idea to idea to just stay relevant
- Guardians of the Galaxy have it easy compared to brand managers chasing down insights that help move the needle
- Good news is that it’s no longer Mission Impossible and there are some options
- Have no fear, the people bringing out Jumanji are here and ready to put a spotlight on brands
Vice President Digital Partnerships
Sony Pictures Entertainment
4:00pm – 4:10pm Closing Remarks by Argyle Host
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President and Brand Evangelist
4:10pm – 5:10pm Argyle Closing Reception
What will be discussed? Explore marketing hot topics and challenge areas such as:
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
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
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
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
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
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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
I'd like to bring some colleagues. Do I need to
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!
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The CMO of Perry Ellis on how the CMO forums create a space to share perspectives and solutions with peers in an informal setting.
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The CMO of Constellation Brands on the Argyle CMO series.
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