Why You Should Attend!



Argyle Executive Forum is bringing together leading digital marketing executives for our annual Boston event. Our packed agenda will provide you with an opportunity to hear  insights regarding the most pressing issues that you and your organization are facing. Hailing from the heart of New England, speakers will address an array of topics geared towards leaders in digital marketing, brand strategy and analytics, including:

  • The evolution of digital – how digital technology and capabilities continue to transform not only the role of marketing leader, but the organization as a whole
  • Social & content marketing – how marketers are utilizing platforms and content to connect with consumers where they are
  • Data, data and more data – how marketers are navigating through all of their consumer data to target via the right channel, in the right way, at the right time
  • The rise of automation – exploring how brands are bringing programmatic ad buying in-house and taking on these new capabilities, while still working to manage the balance between automation and personalization
  • New tools & tech – leveraging emerging technology to create more meaningful and immersive brand experiences across all channels


Our keynote presentations, fireside chats, and panel sessions will provide you with actionable takeaways to bring back to the office, as well as the opportunity to both strengthen and expand your network of peers. We look forward to hosting you!

This event will feature insights from top executives, including:

If you'd like to recommend a speaker, please email Angela De Jong at adejong@argyleforum.com.

Speaker
ARGYLE HOST Ro Gupta AVP Global Brand and Advertising
Natixis Investment Managers
View Bio »
Speaker
Pat Arnold Head of Brand and Creative
Zipcar
View Bio »
Speaker
Chris Barlow Vice President, Mobile Banking
Webster Bank
View Bio »
Speaker
Mark Bornstein Vice President, Content Marketing
ON24
View Bio »
Speaker
Nancy Buzby Associate Vice President, Strategic Marketing Initiatives
Environmental Defense Fund
View Bio »
Speaker
Tanya Cavanaugh Director, Brand Marketing
BJ's Wholesale Club
View Bio »
Speaker
Josephine Chew Vice President, Digital Marketing
Wells Fargo
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Speaker
Stuart Eccles Chief Product Officer
Percolate
View Bio »
Speaker
Leslie Forde Head of Product Marketing, Channel One News
Houghton Mifflin Harcourt
View Bio »
Speaker
Sean Gallimore Corporate Vice President, Chief Marketing Officer
PAREXEL
View Bio »
Speaker
Kristyn Harmon Vice President, Digital Strategy
Sallie Mae
View Bio »
Speaker
Tamara Ledwith Vice President, Sales and Product Marketing Manager
First County Bank
View Bio »
Speaker
Shiva Mirhosseini Vice President, MarTech and Digital Experience
Aetna
View Bio »
Speaker
Sharifah Niles-Lane Vice President, Digital Marketing and Social Media Manager
Eastern Bank
View Bio »
Speaker
Dominica Ribeiro Head of Institutional Marketing, North America
State Street Global Advisors
View Bio »
Speaker
Kiran Smith Former Chief Marketing Officer
Brookstone
View Bio »
  • 8:00am - 9:00am Breakfast
  • 9:00am - 9:10am Argyle Opening Remarks
    read more »

    Ro Gupta
    Associate Vice President, Global Brand and Advertising
    Natixis Investment Managers

  • 9:10am - 9:45am Keynote Presentation: "Navigating Digital World Complexities to Create Superior Customer Engagement and Experience"
    read more »

    In today’s distracted digital world, marketing centered on improving the customer experience has never been more important. Effectively applying digital marketing approaches is a given. Now it’s about achieving the right marketing mix of personalized digital engagements and thoughtful human interactions that make a difference. The only way to get there is to know your customer well and to configure creative initiatives that will truly address their needs, on their terms. PAREXEL will share its approaches to interpreting the customer experience, applying fit-for-purpose technologies, driving preference and demand, and ultimately implementing big ideas that significantly improve the customer experience.

    Sean Gallimore
    Corporate Vice President, Chief Marketing Officer
    PAREXEL

  • 9:50am - 10:10am Thought Leadership Spotlight: "Engagement-Based Marketing: How Webinars Can Drive Your Pipeline"
    read more »

    At a time when marketing is becoming more data driven and less personal, have we lost that human touch? In this session, VP of Content Marketing at ON24, Mark Bornstein, will show you how leading companies are using webinars to build engagement-driven audience experiences across the entire buying cycle. This session will highlight:

    • Keys to engagement marketing
    • How to build webinars across buying cycle
    • How to measure audience engagement
    • Turning engagement into revenue

    Mark Bornstein
    Vice President, Content Marketing
    ON24

  • 10:10am - 10:35am Networking Break
  • 10:35am - 11:20am Panel Discussion: "The Importance of Content Marketing"
    read more »

    Session topics include, but aren't limited to:

    • Connecting with people in a language they understand best and identifying your audience for the right content at the right time
    • Making content personal and bringing personalization to the next level
    • Placing your brand in the mind, heart and wallet of the consumer through storytelling
    • Making use of digital information and user-generated content
    • Using content marketing to create brand awareness

    Moderator: 

    Pat Arnold
    Head of Brand and Creative
    Zipcar

    Panelist: 

    Tanya Cavanaugh
    Director, Brand Marketing
    BJ’s Wholesale Club

    Stuart Eccles
    Chief Product Officer
    Percolate

    Leslie Forde
    Head of Product Marketing, Channel One News
    Houghton Mifflin Harcourt

    Sharifah Niles-Lane
    Vice President, Digital Marketing and Social Media Manager
    Eastern Bank

  • 11:20am - 11:40am Networking Break
  • 11:40am - 12:15pm Keynote Presentation: "Creating Brand Awareness Through Global Insights"
    read more »

    Traditional print, display, and billboard advertising with catchy headlines are no longer enough to make a difference. The media has inundated viewers, and a saturated marketplace makes it very difficult for brands to stand out. In a world where viewers can skip commercials on social channels and block display ads, organizations that focus on developing and offering compelling, thought leadership are creating lasting impressions and quality brand engagement. 

    In this session, learn more about how Natixis Investment Managers has leveraged the digital landscape to highlight brand essence and create intellectual and meaningful experiences for clients and prospects.

    Ro Gupta
    Associate Vice President, Global Brand and Advertising
    Natixis Investment Managers

  • 12:20pm - 12:55pm Keynote Presentation: "Fearless Girl: Strategy Built with a Purpose"
    read more »

    It takes courage and confidence for a financial brand to tackle a social issue like gender diversity. A Fearless Girl staring down a charging bull has wordlessly captured the imagination of millions struggling for equality and in turn has helped to raise awareness for State Street Global Advisors. Dominica will share the story behind the installation on International Women’s Day and the ideation of Fearless Girl.

    Dominica Ribeiro
    Head of Institutional Marketing, North America
    State Street Global Advisors

  • 12:55pm - 1:55pm Lunch
  • 1:55pm - 2:40pm Panel Discussion: "Maximizing Impact with Digital Marketing"
    read more »

    Session topics include, but aren't limited to:

    • How to get the most out of your marketing strategy with your budget
    • Utilizing social media marketing and identifying the next go-to platform
    • Leveraging technologies such as VR, AR, AI, and voice optimized content
    • Switching from marketing to millennials to generation Z
    • Using big data to improve the results for marketing campaigns 

    Moderator: 

    Kristyn Harmon
    Vice President, Digital Strategy
    Sallie Mae

    Panelist: 

    Nancy Buzby
    Associate Vice President, Strategic Marketing Initiatives
    Environmental Defense Fund

    Tamara Ledwith
    Vice President, Sales and Product Marketing Manager
    First County Bank

    Kiran Smith
    Former Chief Marketing Officer
    Brookstone


  • 2:40pm - 3:00pm Networking Break
  • 3:00pm - 3:35pm Keynote Presentation: "Myth or Fact – Do Millennials 'Really' Lead Digital Banking?"
    read more »

    You can’t read an industry report, go to a conference or talk to anyone in marketing without someone mentioning the coveted millennial segment.  The so-called digital native group who’ve never known a world without the internet, mobile phones and social media are said to lead all the relevant trends and drive innovation at companies who must change how they do business to reach them or risk becoming industry dinosaurs.  But are they really that different from their Baby Boomer parents, Gen X bosses and Gen Z little brothers and sisters in way that they bank?

    Chris Barlow
    Vice President, Mobile Banking
    Webster Bank

  • 3:40pm - 4:15pm Keynote Presentation featuring Aetna
    read more »

    Shiva Mirhosseini
    Vice President, MarTech and Digital Experience
    Aetna

  • 4:15pm - 4:25pm Argyle Closing Remarks
    read more »

    Ro Gupta
    Associate Vice President, Global Brand and Advertising
    Natixis Investment Managers

  • 4:25pm - 5:25pm 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 "2018 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.

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

Please note the below is the preferred hotel of Argyle Executive Forum. Please specify that you are part of the Argyle group when booking sleeping rooms in order to receive a discounted rate of $229 per night, taxes not included. For details on where the event will take place, please contact your Argyle relationship manager.

Venue

Westin Boston Waterfront


425 Summer Street
Boston, MA 02210
Telephone: (617) 532-4600
Website