Chief Marketing Officer

Think Tank:

CMO Spotlight San Francisco:
Marketing Success in the Digital Transformation Age

Apr 22, 2020


Today’s CMO is the face of company-wide change. By partnering across the organization to amplify the voice of customers and their brand influencers, CMOs cut through the clutter to create a positive journey for every company’s most important resource - the customer.

A transformative event for our digital age, the invitation-only, Argyle CMO Spotlight conference brings together CMOs, senior marketing executives and top marketing technologists for networking and lessons on how to tailor organizational culture, capabilities, and technology for a customer-centric marketing transformation.

In collaboration with Microsoft and Adobe, the Argyle CMO Spotlight digs into the insights, techniques, and technologies to help marketers grow their brands and optimize performance. With an emphasis on the digital transformation of marketing service platforms, creative data strategies, and company culture, attend this event to learn:

  • How to update your marketing service plan to succeed in the digital transformation age
  • Ways to personalize marketing efforts to achieve right time, right message results
  • How top companies are combining technology and creativity to increase B2B customer intimacy
  • Processes that utilize collected customer data to create more consumer-centric marketing
  • How to make company culture a definer and aligner of marketing

Join Us at this Event

Who Should Attend


If you'd like to recommend a speaker, please email

Anne Anne Shintaku

Anne Anne Shintaku

Lead, US Public Sector Marketing

Microsoft Corporation

Alexander Cwirko-Godycki

Alexander Cwirko-Godycki

Partner & Chief Marketing Officer


Nidhi Gupta

Nidhi Gupta

Director, Global Product Marketing & GTM



Download Agenda
9:00am - 9:45am
KEYNOTE PRESENTATION: Digital Transformation: How Microsoft Built a More Effective Marketing Services Platform

Microsoft is well along its digital marketing transformation journey. During this keynote presentation, Anne Shintaku, Senior Marketing Manager for Microsoft’s US Central Marketing Organisation, will share insights and advice on how global organizations can build a customer-centric marketing service platform based on the same three pillars (culture, capability, and technology) that Microsoft used to rethink, rework, and revamp its internal marketing efforts.  Attend this session to learn how to:

  • Examine the customer journey and implement more consistent marketing systems
  • Tackle marketing personalization at scale
  • Grow a “shared service” platform
  • Fast-track marketing operations at enterprise scale
  • Apply a digital transformation model that makes sense for your marketing platform

Anne Shintaku
Lead, US Public Sector Marketing

9:45am - 10:45am
INTERACTIVE PRESENTATION: Cultural Transformation and the Modern Workplace

Culture can move mountains. In today’s workplace, culture is made up of tangible strategies to maximize the scale, impact and voice of c-level executives. Transforming a culture requires an in-depth examination of the way teams collaborate. By focusing on mobile and social interactions, the challenges and opportunities that geographic diversity delivers, and how to build better teams through employee/partner/customer communications, this session will show you how to expand and direct company culture to improve marketing. Through Microsoft’s own transformation story, you will learn which tools foster cultural innovation, as well as:

  • Which communication and technology strategies work best
  • How to build clear leadership strategies around cultural change
  • Ways to revamp performance review systems to focus on individual impact and teamwork rather than competition
  • How to create an ongoing dialog between employees and leadership to address top of mind questions, and clarify strategy
  • Why the c-suite matters for a successful digital transformation, and how to leverage and focus their influence
  • Methods to empower employee’s creativity to drive innovation and manage change
10:45am -11:30am
PANEL DISCUSSION: Customer-Centricity- How to Put Trust, Personalization and Consistency at the Forefront of Your Marketing

Marketing is all about the customers. While marketing departments gather an abundance of data to better understand them, leveraging the power of all that deep customer insight to support the customer journey is no easy task. In this panel discussion, you will learn how CMOs are using data to personalize customer experiences across the entire organization in order to create a consistent, growth-focused customer journey.

You will also learn:

  • How to create a “why?” culture that empowers every marketing person to deliver a consistent customer experience
  • Processes to develop a relationship with customers based on trust
  • How recruitment of the right marketers affects the customer journey
  • How to improve communication, connections and data flow across teams
  • How to use data to understand when to engage with customers at the right time (least disruption) and with the conversation they expect


Alexander Cwirko-Godycki
Partner & Chief Marketing Officer, Rewards Solutions

Nidhi Gupta,
Director, Global Product Marketing & GTM

11:30am - 11:50am
Networking Break
11:50am - 12:20pm
ROUNDTABLE DISCUSSION: A CMO Scenario Challenge (What's Your Creativity Quotient?)

Today’s marketers are continuously faced with problems to solve, from how to create a revenue-generating marketing campaign to crafting brand narratives that are authentic and personal. In this interactive session, you’ll work as a team in a small group to tackle a challenge, then share your solutions with the rest of the group and discuss how different approaches can yield distinctive results.

12:20pm- 12:50pm
FIRESIDE CHAT: Consumer Marketing Redo- How Adobe Built Next Level Intimacy with its B2B Customers using Data, AI, and Creativity

CMOs strive to create impactful marketing and in this digital age, board members and higher ups are putting more pressure on marketers to discover new ways of making customer data actionable. To get the job done requires a new focus on creativity.

In this session, you will learn how Adobe, a longtime proponent of melding creative marketing with technical innovation, is building a new level of intimacy using cultural, technical and creative avenues. This fireside chat will cover:

  • AI and other tech tools and processes that Adobe uses to build customer intimacy
  • Understanding which touch points, and contacts matter the most and when to engage
  • What makes a customer experience memorable and how to assure it’s positive
  • Insight into the specific steps Adobe has taken to mold its B2B customer journey
12:50pm - 12:55pm
12:55pm - 1:55pm


This event will feature insights from top executives, including

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