Chief Marketing Officer

1 Day Meeting

2019 Marketing Leadership Forum:
The New CMO, Where Performance and Brand Intersect

Oct 22, 2019

Overview

The growing sources of technology and data that predict customer tastes has increased expectations and, now, organizations are doubling down on their marketing programs. Today’s CMO is a change agent who is partnering across the organization to amplify the voice of customer and their brand influencers, while being savvy enough to cut through the clutter, build agile programs, and hone in on what will drive performance. 

The Argyle Marketing Leadership Forum will dig into the insights, techniques, and technologies to help marketers grow their brands and optimize performance, with an emphasis on agile marketing, content and experience, social and relationships, mar-tech innovations, data strategy, and leadership. In collaboration with our Argyle Influencers CMO Advisory Board, we have designed an agenda that will touch on:

  • Identifying which mar-tech innovations to pursue
  • Building agile teams
  • Creating seamless brand experiences through multiple channels
  • Leveraging data to create memorable and personalized interactions
  • Feeding the content marketing machine
  • Proving the value of marketing through data
  • Demystifying the CMO’s role in managing disruption and leading innovation

Join Us at this Event

Who Should Attend

Speakers

If you'd like to recommend a speaker, please email speakerinquiry@argyleforum.com

Valerie Beaulieu

Valerie Beaulieu

GM, USCMO

Microsoft US

Gary Davis

Gary Davis

Chief Consumer Security Evangelist

McAfee

Peter Dawkins

Peter Dawkins

Chief Web Officer, Digital

United Nations

Paula J. Di Stefano

Paula J. Di Stefano

Global Head of Marketing

Bloomberg

Elyssa Dimant

Elyssa Dimant

Vice President, Brand Marketing

J. Crew Group

Kristin Fassler

Kristin Fassler

VP, Director of Integrated Marketing

Simon and Schuster

Brad Gillespie

Brad Gillespie

Vice President of Enterprise and Corporate Marketing

Cvent

Tony Kempa

Tony Kempa

Chief Marketing Officer

Environmental Systems Design

John H. Lee

John H. Lee

SVP of Marketing & Partnerships

NewsCred

Henri Li

Henri Li

Director of Business Development for Digital Marketing

Arm Treasure Data

Mindy Loverin

Mindy Loverin

Vice President of Strategic Partnerships

Shutterstock

Keith McCluskey

Keith McCluskey

Senior Director of Online Strategy, Office of Communications

Harvard Law School

Carol McNerney

Carol McNerney

SVP, CMO

Savills North America

John D. Miller

John D. Miller

Chair, NBCUniversal Marketing Council

NBCUniversal

Mike Ostrow

Mike Ostrow

US Marketing Lead

Novartis

Bianca Rehmer

Bianca Rehmer

Senior Manager, Employer Insights

Indeed

Tara Ryan

Tara Ryan

Chief Marketing Officer

Swrve

Kaki Stergiou

Kaki Stergiou

VP, Head of Content

Legacy Recordings, Sony Music Entertainment

Agenda

Download Agenda
7:30am-8:30am
Breakfast
8:30am-8:35am
Argyle Opening Remarks

Tony Kempa
Chief Marketing Officer
Environmental Systems Design

8:35am-9:10am
Keynote Presentation: "United Nations Branding and Communications Campaigns"

This presentation will explain the brand values of the UN and how it has developed a visual identity as part of this brand, particularly in the digital space. The presentation will also describe the UN’s approach to communications campaigns, with a focus on the Sustainable Development Goals and Climate Action.

 

Peter Dawkins
Chief Of Web Services
United Nations

9:10am-9:40am
Table Talks
9:40am-10:00am
Thought Leadership Spotlight Presented by Microsoft: "Marketing digital transformation: The case of Microsoft"

From elevated customer expectations to pressure on driving growth and life-time value, today’s marketing leaders face new challenges every day. But with customers and ROI at the center of all decisions, it’s given the modern marketer a new opportunity; to lead. Valerie Beaulieu, Microsoft US CMO, will walk us through not only how marketers can survive, but thrive in today’s connected world. She’ll also showcase how Microsoft Marketing has helped lead the company while it’s gone through its own digital transformation.

Valerie Beaulieu
GM, USCMO
Microsoft

10:00am-10:25am
Networking Break
10:25am-10:45am
Thought Leadership Spotlight Presented by Arm Treasure Data: "How CDPs Help Marketers Map the Customer Journey"

CDPs have become one of the biggest marketing buzzwords of 2019. Customer Data Platforms, or CDPs as they are commonly known, have attracted the attention of marketers, agencies, digital transformation consultants and ad tech companies. What are CDPs? And how do CDPs help marketers better understand the buying journey of individual customers?

This talk will introduce the basics of CDPs. We’ll explore how marketers can use CDPs to get a more comprehensive and data-driven view of their customers - on both an individual and aggregated segment level. We’ll show how CDPs can collect and stitch together customer data that lives in different data silos to create a single customer profile. We’ll also see how CDPs can help marketers create and activate more complete and robust customer segments for better user acquisition and growth marketing campaigns. 

Henry Li
Director of Business Development
Arm Treasure Data

10:45am-11:30am
Panel Discussion: "The New CMO: Looking Ahead to 2020"

Session topics include, but aren’t limited to:

  • What are some of the biggest Marketing trends you witnessed for 2019, and what are you anticipating for 2020?
  • In your opinion, how can you leverage your organizations marketing department to make a more cohesive, collaborative work environment for the New Year?
    • What advice can you share on how to build an internal partnership between marketing and technology?
  • It is predicted that in 2020, Customer Experience and Marketing will become more interchangeable than ever; in what ways, if any, has your organization associated the two?
    • How can organizations enable customer experience as a product?
  • How does data play a role in your organization, and how to you see its impact in 2020?
    • In what ways has data driven performance?
  • Another major marketing trend for 2020 is personalization. How do you anticipate your organization increasing personalization?
    • Which channels do you see the biggest need for personalized efforts, and how do you establish this?

Panel Moderator: 

Mike Ostrow
US Marketing Lead
Novartis

Panelists:

Elyssa Dimant
Vice President, Brand Marketing
J. Crew Group

Paula Distefano
Global Head of Marketing - Enterprise & Trading Solutions
Bloomberg LP

John D. Miller
Chair, NBCUniversal Marketing Council
NBCUniversal

 

11:30am-11:50am
Thought Leadership Spotlight Presented by Shutterstock: "Scaling Branded Content "

As Mary Meeker outlined in her 2019 Internet Trends Report, adults are spending an average of 6.3 hours per day with digital media. It’s no surprise that this behavior is driving mobile ad spend and increasing demand for engaging content with shorter time frames to get it done. In this session, Mindy Loverin, VP, Strategic Partnerships, addresses the problem of how brands have more options today to create content, yet are not set up to create content at scale. Actionable takeaways include how to scale content across multiple channels, learning which channels to prioritize for maximum engagement and types of content that resonate with customers.

Mindy Loverin
Vice President of Strategic Partnerships
Shutterstock

11:50am-12:15pm
Networking Break
12:15pm-1:00pm
Panel Discussion: Using Content Marketing More Efficiently to Drive Results

Session topics include, but aren’t limited to:

  • What marketing strategies does your organization utilize when trying to convey your message into a story for the consumer?
    • What benefits does this provide?
  • How does your organization use content marketing to create brand awareness?
    • How do you continue to strengthen awareness amongst existing customers
  • How does your organization integrate personalization into your marketing strategies?
    • What are some examples of specific types of personalization you’ve seen success with, either within your organization or in general?
    • What advice can you share on combining personalization with not only marketing, but with customer experience as well?
  • What steps does your organization take to ensure your customers are reacting positively and authentically to your content?

Panel Moderator: 

Keith McCluskey
Senior Director, Online Strategy
Harvard Law School Office of Communications

Panelists: 

Kristin Fassler
VP, Director of Integrated Marketing
Simon and Schuster

John H. Lee
SVP of Marketing & Partnerships
NewsCred

Carol McNerney
SVP, CMO
Savills North America

Kaki Stergiou
VP, Head of Content
Sony Music Entertainment

1:00pm-2:10pm
Lunch
2:10pm-2:55pm
Roundtable Discussion Presented by Indeed: "Your brand, Your Promise"

Everything a business does comes with a promise, whether spoken or unspoken. To paraphrase Silicon Valley venture capitalist, philanthropist and author Freada Kapor Klein, a company that doesn’t live up to the promises it makes faces serious repercussions from customers, employees, partners—and job candidates.

Bianca Rehmer
Senior Manager Employee Insights
Indeed

2:55pm-3:15pm
Thought Leadership Spotlight Presented by Swrve: "Marketing Then & Now: Marketing in a mobile world & the power of now"

What has changed in marketing over the past decade, what is still relevant today, and what new strategies do marketers need to master to be ready for the next decade? In today’s world of instant gratification, customers demand a level of commitment, convenience, speed, and simplicity like never before—they expect things immediately. But most brand interactions struggle to deliver on customer needs in real time. To stay relevant and thrive, today’s global businesses need to eliminate the friction in every journey, and deliver better, not more, interactions across channels.

Key insights on:

  • Removing friction and shortening the path to purchase with real-time insights
  • Individualizing journeys to reflect unique customer preferences, wants and needs
  • Creating living, breathing audience segments for dynamic, 1:1 outreach across channels

Tara Ryan
Chief Marketing Officer
Swrve

3:15pm-3:55pm
Keynote Presentation: "The Cost of Privacy in a Hyper-Connected World"

Privacy has taken center stage as device and data proliferation has clashed with a dramatic increase in high profile breaches. This clash is impacting how consumers engage with your brand and whether or not to ultimately trust you. This session will give you critical insights into consumer sentiment about privacy, what the current privacy landscape looks like for businesses, and outline steps you can take to make sure your company is not tomorrow’s headline.

Key takeaways for attendees include:

  • Current consumer sentiment with regards to privacy and security
  • Cost to companies that have had private customer data compromised
  • What we as marketers need to be aware of in an era of overwhelming data about consumers
  • What’s next with security/privacy as 5G comes online and IoT explodes
  • Steps you can take to mitigate risk and use privacy as a differentiator

Gary Davis
Chief Consumer Security Evangelist
McAfee

3:55pm-4:00pm
Closing Remarks

Tony Kempa
Chief Marketing Officer
Environmental Systems Design

4:00pm-5:00pm
Argyle Closing Reception

Sponsors

This event will feature insights from top executives, including

  • Thought Leadership Spotlight & App Partner

  • Thought Leadership Spotlight & App Partner

  • Thought Leadership Spotlight & App Partner

  • Thought Leadership Spotlight & App Partner

  • Thought Leadership Spotlight & App Partner

  • Roundtable Discussion, Polling Question Partner, & App Partner

  • Panel, Polling Question & App Partner

  • Breakout Session Partner

  • Senior Supporter Partner

  • Senior Supporter Partner

  • Senior Supporter Partner

  • Senior Supporter Partner

Interested in sponsoring an event?

Speak to one of our dedicated sponsorship teams sponsorship@argyleforum.com

Sponsorship Information

Advisory Board

We are proud to share with you the following Argyle Industry Influencers. Their contributions to Argyle help keep the programs we offer our membership current and relevant, so we can continue delivering you premiere experiences, content development, and membership engagement.