The industry shaping agenda



Day 1


Reuters Events: Strategic Marketing USA 2020 · Day 1 · November 5th

CMO Strategy: Challenge What it Means to be a Brand

8:57am – 9:00am (EDT)

Opening Remarks

Jasmine Kees Strategic Director Reuters Events

9:00am – 9:45am (EDT)

Interactive Panel Discussion: Move from Reactive to Proactive, From Adapt to Innovate

We are in a very reactive state, unsure of what our customers will need next. However, those that will take time to look at the bigger picture, assess their entire business, and understand what is resonating with their core customer group, will come out on top. Even if you are struggling to pivot, how can you take a small step back to assess the market and what is available to you? It's time to ride the innovation wave.

Liya Sharif Vice President Marketing and Head of Brand Qualcomm

Paulina Karpis Co-Founder brunchwork

Andrea Zapata Vice President of West Coast Sales VEVO

Sarah Unger Founding Partner Cultique

Moderated by: Scott Spiker Advisor Sales and Marketing Sprighub

9:45am – 10:00am (EDT)

Marketing in the 5G Era

5G is here, and it’s fueling a new era of innovation that will redefine consumer experiences and drive transformation across every industry. Hear Qualcomm CMO Penny Baldwin share her unique insights and perspectives on how this hyper-connected 5G future will provide marketers with new tools, and exciting new ways to engage and interact with customers and consumers.

Penny Baldwin Chief Marketing Officer Qualcomm

10:00am – 10:15am (EDT)

The Marketer as CEO – How a Marketer can prepare in their career journey to be CEO

Paul Chibe will share lessons learned and observations on how a marketer can prepare to be a CEO starting with their very first marketing role. Paul will also share some of the benefits a marketer brings to the role AND also the risks!<

Paul Chibe Chief Executive Officer Ferrero North America

10:15am – 10:30am (EDT)

The Growth Engine and Framework: How Marketing is the Central Nervous System of the Business

Marketing is a revenue generating function and the brain to the interconnecting departments that make up the company. Growth happens at every stage of the business, including when it is a new idea or division, but especially more so when a company is mature. It is critical that marketing is the hub for understanding the activities and data of the business in real time, in order to steer the ship. Learn how to build the growth engine and framework that Carol used to grow and scale legacy companies (Dolby) and small startups that have grown into big names (Zenni Optical), as well as everything in between.

Carol Tran Former Head of Growth Dolby Laboratories

10:30am – 10:45am (EDT)

Joint Live Q&A Session

Penny Baldwin Chief Marketing Officer Qualcomm

Paul Chibe Chief Executive Officer Ferrero North America

Carol Tran Former Head of Growth Dolby Laboratories

Moderated by: Evan Kirstel Chief Digital Evangelist eViRa Health

10:45am – 11:00am (EDT)

Creating a Purpose-Driven and Resilient Brand: FirstNet Built with AT&T

Join AT&T's Kevin Peck in examining the story behind FirstNet. From inception, AT&T had to address the unique needs of First Responders and their scepticism of brands in general to determine how to create a brand that would resonate with them and be compelling across their various branches of service.

Kevin Peck SVP – AT&T Brand Strategy, Design and Management AT&T

11:00am – 11:15am (EDT)

Is your Marketing Really Making a Difference? Incrementality and Incentives Will Decide

How can you be confident that the dollars that you're spending on growing your business are making a difference? Enter Incrementality, the holy grail of marketing measurement, that everyone talks about and platforms try to convince you they bring. Without feedback loops on incrementality, how can you be truly confident in your ROI?

Alex Weinstein SVP Growth Grubhub

11:15am – 11:30am (EDT)

Joint Live Q&A Session

Kevin Peck SVP – AT&T Brand Strategy, Design and Management AT&T

Alex Weinstein SVP Growth Grubhub

Moderated by: Tripp Braden Global Brand Journalist Strategic Performance Partners


Don't miss these exclusive insights!

Register here for a limited access free pass or go premium for the full agenda




Cut Through the Noise with Inspiring Content & Creative

Moderated by: Nicholas Zeisler Principal Zeisler Consulting

11:30am – 11:40am (EDT)

Section Opening Remarks

Nicholas Zeisler Principal Zeisler Consulting

11:40am – 12:25pm (EDT)

Interactive Panel Discussion: The Resurgence of Creative in a Data-Driven World

In a highly congested marketplace where we are constantly fighting for our customers attention the ability to put forward creative communications has never been more cherished. What components are needed to make a communications campaign successful and how can we incorporate a little more creativity into corporate marketing structures?

Kai Britt Boschmann Chief Marketing and Communications Officer International SOS

Jasmine Kim Former CMO & Branding Officer Sutter Health

Will Cady Head of Creative Strategy Reddit

Casey Campbell Managing Director North America Gameloft

Moderated by: Jeff Sheehan

12:25pm – 12:40pm (EDT)

Gain Trust and Raise Awareness: Ways to Demystify, Educate, and Rally Customers

Customer trust is more important than ever. To create long-lasting, meaningful customer connections and foster a deep sense of trust, brands need to be allies, keep customers in mind, and constantly ask themselves, does this help add value to our customer?

Erica Chan Head of Brand and Marketing Alibaba

12:40pm – 12:55pm (EDT)

Brand with Empathy for Universal Impact

The tension in brand development between personalization and communication of shared values challenges marketers. Empathy in branding speaks to consumers and B2B buyers as humans first, playing on the fluidity between B2C and B2B marketplaces to meet the consumer’s expectation. How do brands employ empathy and what impact they create? What can you do to make your brand successful in creating a universal impact?

Maital Rasmussen Head of Global Marketing Roche Diagnostics Information Solutions

12:55pm – 1:10pm (EDT)

Joint Live Q&A Session

Erica Chan Head of Brand and Marketing Alibaba

Maital Rasmussen Head of Global Marketing Roche Diagnostics Information Solutions

Moderated by: Nicholas Zeisler Principal Zeisler Consulting

1:10pm – 1:25pm (EDT)

Marketing Through the COVID Crisis: Tips from SurveyMonkey’s CMO

2020 isn’t the year we thought we would be having. Leela will walk you through how a careful, data-driven approach is even more important than ever before.

Leela Srinivasan Chief Marketing Officer SurveyMonkey

1:25pm – 1:40pm (EDT)

Activating Your Brand Purpose

Frito-Lay is a collection of humble snacks that have a big purpose in the everyday. In a world where anxiety and uncertainty seem to reign supreme, our brands have the unique ability to fuel optimism, bring joy and smiles and create little moments of escape.

Join Frito-Lay North America, CMO, Rachel Ferdinando to learn how she works with her brand marketers to infuse purpose into everything they do – with authenticity. Rachel will share what purpose means to her and the way it has come to life through meaningful brand activations, especially in 2020.

Rachel Ferdinando SVP and Chief Marketing Officer Frito-Lay North America

1:40pm – 1:55pm (EDT)

How to drive change in times of global change: Hear eBay’s story of payments transformation through the pandemic.

How giving your customers the support they need, conviction in your purpose, willingness to listen, and flexibility in internal competencies can allow you to persist, when others pivot. The why and how, the approach, tools and mindset that help a marketer win.

Nidhi Gupta Director, Global Product Marketing, GTM eBay

1:55pm – 2:10pm (EDT)

Joint Live Q&A Session

Leela Srinivasan Chief Marketing Officer SurveyMonkey

Rachel Ferdinando SVP and Chief Marketing Officer Frito-Lay North America

Moderated by: Nicholas Zeisler Principal Zeisler Consulting


Join the Reuters Events Marketing community at Strategic Marketing USA!

Register here for a limited access free pass or go premium for the full agenda






Day 2


Reuters Events: Strategic Marketing USA 2020 · Day 2 · November 6th

Transform your Marketing Strategy with Customer Insights

Moderated by: Fawn Annan CEO, President & CMO ITWC, publisher of ITWorldcanada.com

9:00am – 9:45am (EDT)

Interactive Panel Discussion: The Impact of a Global Health Crisis on Consumer Behaviour

None of us saw what 2020 had in store and as such our assumptions on what our customers needed in January were out the window by March. During this discussion we are going to analyse what impact the past few months have had on consumer behaviours and how marketers can change tact to reach out to them more effectively than before.

Tim Rickards Marketing Director, Acquisition & Engagement Charles Schwab

Carol Tran Former Head of Growth Dolby Laboratories

Jason Teichman Chief Operating Officer WP Engine

Kevin McGurn President of Sales and Distribution VEVO

Cathy Taylor US Commissioning Editor WARC

Moderated by: Fawn Annan CEO, President & CMO ITWC, publisher of ITWorldcanada.com

9:45am – 10:00am (EDT)

Customer Insights & Understanding New Consumer Behavior - Measurement in the Moment

We don’t need more data – we need to utilize it differently. In this session, we’ll highlight how AARP uses social listening tools to capture real-time sentiment from members, allowing for quick decision-making and resource dissemination to meet their needs. This topic can come to life with examples from COVID-19.

Martha Boudreau Chief Communications and Marketing Officer AARP

10:00am – 10:15am (EDT)

Measuring Marketing Spend Across the Consumer Funnel: Multi-Stage Marketing Mix Modeling

Marketers require the right tools to make the best decision about how to spend their marketing dollars. Measurement techniques have bifurcated across sources, but in this session, a leading marketing analytics expert will explain an approach that allows measurement across the consumer funnel which unlocks the ability to measure marketing against its objectives at driving desirability, consideration and conversion.

Doug Jensen SVP, CRM, Corporate Marketing Analytics and Innovation Insights Estée Lauder Companies

10:15am – 10:30am (EDT)

Delivering Purpose and Joy

Learn how the General Mills team tackles the challenge of delivering purpose for the over 100 brands. And, hear how the marketing team became the 150-year-old company's soul by reigniting everyone with a deeper brand purpose to deliver joy and solve everyday problems for people

Brad Hiranaga Chief Brand Officer General Mills

10:30am – 10:45am (EDT)

Joint Live Q&A Session

Martha Boudreau Chief Communications and Marketing Officer AARP

Doug Jensen SVP, CRM, Corporate Marketing Analytics and Innovation Insights Estée Lauder Companies

Brad Hiranaga Chief Brand Officer General Mills

Moderated by: Fawn Annan CEO, President & CMO ITWC, publisher of ITWorldcanada.com

10:45am – 11:00am (EDT)

Refreshing an Iconic American Brand

Ira Rubenstein Chief Digital and Marketing Officer PBS

Connie Birdsall Senior Partner and Global Creative Director Lippincott

11:00am – 11:15am (EDT)

Changing Perspective: Move to Human-Centric Branded Experiences

It has never been more important to make customers feel at ease, especially during these incredibly uneasy times. Brand positioning often does not incorporate all the various stakeholders/constituents, especially from customers and employee perspective, and in highly regulated industries such as healthcare, with patients and doctors, it can be easy to dismiss seismic changes as something happening elsewhere. Find out how to look at things from a new perspective and move to a more human-centric, empathetic approach.

Jasmine Kim Former CMO & Branding Officer Sutter Health

11:15am – 11:30am (EDT)

Digital Transformation: How Can We Keep Track, Adapt and Thrive?

“Digital Transformation.” “Going Digital.” “Getting Agile.” Etc. We hear terms like that often today. Look them up on the web or your preferred research provider and find a dizzying display of buzzwords, org charts, and opinions. Much too much for a 30-minute conversation, so we’ve decided to slim things down.

Today, we’ll talk about a major trend, the effect of COVID-19, and some skills and attitudes we can use to adapt, thrive, and stay sane. I have taken a broad, holistic view vs. a fin svcs deep dive, as this topic affects so many parts of our lives.

Tim Rickards Marketing Director, Acquisition & Engagement Charles Schwab

11:30am – 11:45am (EDT)

Joint Live Q&A Session

Jasmine Kim Former CMO & Branding Officer Sutter Health

Ira Rubenstein Chief Digital and Marketing Officer PBS

Connie Birdsall Senior Partner and Global Creative Director Lippincott

Tim Rickards Marketing Director, Acquisition & Engagement Charles Schwab

Moderated by: Nick Babin President Babin Business Consulting

11:45am – 12:00pm (EDT)

Remember the Human: Finding Meaningful Brand Connection in the Digital World

Evan Jones Chief Marketing Officer Fender

12:00pm – 12:15pm (EDT)

Joint Live Q&A Session

Evan Jones Chief Marketing Officer Fender

Moderated by: Nick Babin President Babin Business Consulting


Set your 2021 strategy at Strategic Marketing USA!

Register here for a limited access free pass or go premium for the full agenda




Build your Brand with Influencers and Social Media

Moderated by: Tripp Braden Global Brand Journalist Strategic Performance Partners

12:15pm – 12:20pm (EDT)

A Strategic Overview

12:20pm – 12:30pm (EDT)

Section Opening Remarks

For years brands have partnered with brands who share a similar demographic or appeal. Relatively newer is the explosion of influencers. With more and more people following the opinions of influencers, some of the power has been taken away from brands. You need to figure out how to work with influencers, which partnerships will be best for you and who to align with in this increasingly complex environment

Tripp Braden Global Brand Journalist Strategic Performance Partners

12:30pm – 1:15pm (EDT)

Panel Discussion: Meet your Audience Where They Are Through Influencer Collaboration

For years brands have partnered with brands who share a similar demographic or appeal. Relatively newer is the explosion of influencers. With more and more people following the opinions of influencers, some of the power has been taken away from brands. You need to figure out how to work with influencers, which partnerships will be best for you and who to align with in this increasingly complex environment

Laurel Mintz CEO Elevate my Brand

Jenna Habayeb Chief Brand Officer IPSY

Mamta Saxena Managing Director, Accenture Interactive Advanced Technology Centre India(ATCI)

Hai Habot Senior Director, Incubation and Growth Stubhub

1:15pm – 1:30pm (EDT)

Honor the Fan | Grow the Brand

Technology and the digital world have revolutionized the shape of consumer engagement—especially in our current, at-home world. Now, more than ever, we have the opportunity to develop intimate, purposeful relationships with our fans, and to lean into the complexity and value that lies within. This session will dive into two specific projects that Mountain Dew has built to fully embrace the power of its fandom and will show how that fandom is driving brand growth for the first time in almost a decade.

Nicole Portwood Vice President Marketing Mountain Dew Pepsi Co

1:30pm – 1:45pm (EDT)

Motivate and Mobilize: 5 Ways Positivity and Mentorship Can Improve Marketing Results

Metrics, attribution, funnels and conversions aside, there's an emotional and psychological factor that can influence real marketing results. Positivity and mentorship in leadership can motivate teams to generate their best work, stoke curiosity, lead to high employee engagement, stimulate creative thinking and result in improved marketing outcomes. Within today's anxiety-ridden environment and challenging economic backdrop it's more important than ever to foster a positive work environment enriched with personalized mentorship to motivate and mobilize your teams to deliver their best work. TrueCar's Chief Consumer Officer, Beth Mach shares her experience leading global teams of over 100+ to success through the most challenging times through positivity and mentorship and how she's harnessing this philosophy in her new role at TrueCar for positive business outcomes.

Beth Mach Chief Consumer Officer TrueCar

1:45pm – 2:15pm (EDT)

Joint Live Q&A Session

Nicole Portwood Vice President Marketing Mountain Dew Pepsi Co

Beth Mach Chief Consumer Officer TrueCar

Moderated by: Tripp Braden Global Brand Journalist Strategic Performance Partners


Get access to presentations and interactive sessions here!

Register here for a limited access free pass or go premium for the full agenda




Reuters Events: Strategic Marketing USA 2020 · Day 1 · November 5th

CMO Strategy: Challenge What it Means to be a Brand

8:57am – 9:00am (EDT)

Opening Remarks

Jasmine Kees Strategic Director Reuters Events

9:00am – 9:45am (EDT)

Interactive Panel Discussion: Move from Reactive to Proactive, From Adapt to Innovate

We are in a very reactive state, unsure of what our customers will need next. However, those that will take time to look at the bigger picture, assess their entire business, and understand what is resonating with their core customer group, will come out on top. Even if you are struggling to pivot, how can you take a small step back to assess the market and what is available to you? It's time to ride the innovation wave.

Liya Sharif Vice President Marketing and Head of Brand Qualcomm

Paulina Karpis Co-Founder brunchwork

Andrea Zapata Vice President of West Coast Sales VEVO

Sarah Unger Founding Partner Cultique

Moderated by: Scott Spiker Advisor Sales and Marketing Sprighub

9:45am – 10:00am (EDT)

Marketing in the 5G Era

5G is here, and it’s fueling a new era of innovation that will redefine consumer experiences and drive transformation across every industry. Hear Qualcomm CMO Penny Baldwin share her unique insights and perspectives on how this hyper-connected 5G future will provide marketers with new tools, and exciting new ways to engage and interact with customers and consumers.

Penny Baldwin Chief Marketing Officer Qualcomm

10:00am – 10:15am (EDT)

The Marketer as CEO – How a Marketer can prepare in their career journey to be CEO

Paul Chibe will share lessons learned and observations on how a marketer can prepare to be a CEO starting with their very first marketing role. Paul will also share some of the benefits a marketer brings to the role AND also the risks!<

Paul Chibe Chief Executive Officer Ferrero North America

10:15am – 10:30am (EDT)

The Growth Engine and Framework: How Marketing is the Central Nervous System of the Business

Marketing is a revenue generating function and the brain to the interconnecting departments that make up the company. Growth happens at every stage of the business, including when it is a new idea or division, but especially more so when a company is mature. It is critical that marketing is the hub for understanding the activities and data of the business in real time, in order to steer the ship. Learn how to build the growth engine and framework that Carol used to grow and scale legacy companies (Dolby) and small startups that have grown into big names (Zenni Optical), as well as everything in between.

Carol Tran Former Head of Growth Dolby Laboratories

10:30am – 10:45am (EDT)

Joint Live Q&A Session

Penny Baldwin Chief Marketing Officer Qualcomm

Paul Chibe Chief Executive Officer Ferrero North America

Carol Tran Former Head of Growth Dolby Laboratories

Moderated by: Evan Kirstel Chief Digital Evangelist eViRa Health

10:45am – 11:00am (EDT)

Creating a Purpose-Driven and Resilient Brand: FirstNet Built with AT&T

Join AT&T's Kevin Peck in examining the story behind FirstNet. From inception, AT&T had to address the unique needs of First Responders and their scepticism of brands in general to determine how to create a brand that would resonate with them and be compelling across their various branches of service.

Kevin Peck SVP – AT&T Brand Strategy, Design and Management AT&T

11:00am – 11:15am (EDT)

Is your Marketing Really Making a Difference? Incrementality and Incentives Will Decide

How can you be confident that the dollars that you're spending on growing your business are making a difference? Enter Incrementality, the holy grail of marketing measurement, that everyone talks about and platforms try to convince you they bring. Without feedback loops on incrementality, how can you be truly confident in your ROI?

Alex Weinstein SVP Growth Grubhub

11:15am – 11:30am (EDT)

Joint Live Q&A Session

Kevin Peck SVP – AT&T Brand Strategy, Design and Management AT&T

Alex Weinstein SVP Growth Grubhub

Moderated by: Tripp Braden Global Brand Journalist Strategic Performance Partners


Don't miss these exclusive insights!

Register here for a limited access free pass or go premium for the full agenda




Cut Through the Noise with Inspiring Content & Creative

Moderated by: Nicholas Zeisler Principal Zeisler Consulting

11:30am – 11:40am (EDT)

Section Opening Remarks

Nicholas Zeisler Principal Zeisler Consulting

11:40am – 12:25pm (EDT)

Interactive Panel Discussion: The Resurgence of Creative in a Data-Driven World

In a highly congested marketplace where we are constantly fighting for our customers attention the ability to put forward creative communications has never been more cherished. What components are needed to make a communications campaign successful and how can we incorporate a little more creativity into corporate marketing structures?

Kai Britt Boschmann Chief Marketing and Communications Officer International SOS

Jasmine Kim Former CMO & Branding Officer Sutter Health

Will Cady Head of Creative Strategy Reddit

Casey Campbell Managing Director North America Gameloft

Moderated by: Jeff Sheehan

12:25pm – 12:40pm (EDT)

Gain Trust and Raise Awareness: Ways to Demystify, Educate, and Rally Customers

Customer trust is more important than ever. To create long-lasting, meaningful customer connections and foster a deep sense of trust, brands need to be allies, keep customers in mind, and constantly ask themselves, does this help add value to our customer?

Erica Chan Head of Brand and Marketing Alibaba

12:40pm – 12:55pm (EDT)

Brand with Empathy for Universal Impact

The tension in brand development between personalization and communication of shared values challenges marketers. Empathy in branding speaks to consumers and B2B buyers as humans first, playing on the fluidity between B2C and B2B marketplaces to meet the consumer’s expectation. How do brands employ empathy and what impact they create? What can you do to make your brand successful in creating a universal impact?

Maital Rasmussen Head of Global Marketing Roche Diagnostics Information Solutions

12:55pm – 1:10pm (EDT)

Joint Live Q&A Session

Erica Chan Head of Brand and Marketing Alibaba

Maital Rasmussen Head of Global Marketing Roche Diagnostics Information Solutions

Moderated by: Nicholas Zeisler Principal Zeisler Consulting

1:10pm – 1:25pm (EDT)

Marketing Through the COVID Crisis: Tips from SurveyMonkey’s CMO

2020 isn’t the year we thought we would be having. Leela will walk you through how a careful, data-driven approach is even more important than ever before.

Leela Srinivasan Chief Marketing Officer SurveyMonkey

1:25pm – 1:40pm (EDT)

Activating Your Brand Purpose

Frito-Lay is a collection of humble snacks that have a big purpose in the everyday. In a world where anxiety and uncertainty seem to reign supreme, our brands have the unique ability to fuel optimism, bring joy and smiles and create little moments of escape.

Join Frito-Lay North America, CMO, Rachel Ferdinando to learn how she works with her brand marketers to infuse purpose into everything they do – with authenticity. Rachel will share what purpose means to her and the way it has come to life through meaningful brand activations, especially in 2020.

Rachel Ferdinando SVP and Chief Marketing Officer Frito-Lay North America

1:40pm – 1:55pm (EDT)

How to drive change in times of global change: Hear eBay’s story of payments transformation through the pandemic.

How giving your customers the support they need, conviction in your purpose, willingness to listen, and flexibility in internal competencies can allow you to persist, when others pivot. The why and how, the approach, tools and mindset that help a marketer win.

Nidhi Gupta Director, Global Product Marketing, GTM eBay

1:55pm – 2:10pm (EDT)

Joint Live Q&A Session

Leela Srinivasan Chief Marketing Officer SurveyMonkey

Rachel Ferdinando SVP and Chief Marketing Officer Frito-Lay North America

Moderated by: Nicholas Zeisler Principal Zeisler Consulting


Join the Reuters Events Marketing community at Strategic Marketing USA!

Register here for a limited access free pass or go premium for the full agenda




Reuters Events: Strategic Marketing USA 2020 · Day 2 · November 6th

Transform your Marketing Strategy with Customer Insights

Moderated by: Fawn Annan CEO, President & CMO ITWC, publisher of ITWorldcanada.com

9:00am – 9:45am (EDT)

Interactive Panel Discussion: The Impact of a Global Health Crisis on Consumer Behaviour

None of us saw what 2020 had in store and as such our assumptions on what our customers needed in January were out the window by March. During this discussion we are going to analyse what impact the past few months have had on consumer behaviours and how marketers can change tact to reach out to them more effectively than before.

Tim Rickards Marketing Director, Acquisition & Engagement Charles Schwab

Carol Tran Former Head of Growth Dolby Laboratories

Jason Teichman Chief Operating Officer WP Engine

Kevin McGurn President of Sales and Distribution VEVO

Cathy Taylor US Commissioning Editor WARC

Moderated by: Fawn Annan CEO, President & CMO ITWC, publisher of ITWorldcanada.com

9:45am – 10:00am (EDT)

Customer Insights & Understanding New Consumer Behavior - Measurement in the Moment

We don’t need more data – we need to utilize it differently. In this session, we’ll highlight how AARP uses social listening tools to capture real-time sentiment from members, allowing for quick decision-making and resource dissemination to meet their needs. This topic can come to life with examples from COVID-19.

Martha Boudreau Chief Communications and Marketing Officer AARP

10:00am – 10:15am (EDT)

Measuring Marketing Spend Across the Consumer Funnel: Multi-Stage Marketing Mix Modeling

Marketers require the right tools to make the best decision about how to spend their marketing dollars. Measurement techniques have bifurcated across sources, but in this session, a leading marketing analytics expert will explain an approach that allows measurement across the consumer funnel which unlocks the ability to measure marketing against its objectives at driving desirability, consideration and conversion.

Doug Jensen SVP, CRM, Corporate Marketing Analytics and Innovation Insights Estée Lauder Companies

10:15am – 10:30am (EDT)

Delivering Purpose and Joy

Learn how the General Mills team tackles the challenge of delivering purpose for the over 100 brands. And, hear how the marketing team became the 150-year-old company's soul by reigniting everyone with a deeper brand purpose to deliver joy and solve everyday problems for people

Brad Hiranaga Chief Brand Officer General Mills

10:30am – 10:45am (EDT)

Joint Live Q&A Session

Martha Boudreau Chief Communications and Marketing Officer AARP

Doug Jensen SVP, CRM, Corporate Marketing Analytics and Innovation Insights Estée Lauder Companies

Brad Hiranaga Chief Brand Officer General Mills

Moderated by: Fawn Annan CEO, President & CMO ITWC, publisher of ITWorldcanada.com

10:45am – 11:00am (EDT)

Refreshing an Iconic American Brand

Ira Rubenstein Chief Digital and Marketing Officer PBS

Connie Birdsall Senior Partner and Global Creative Director Lippincott

11:00am – 11:15am (EDT)

Changing Perspective: Move to Human-Centric Branded Experiences

It has never been more important to make customers feel at ease, especially during these incredibly uneasy times. Brand positioning often does not incorporate all the various stakeholders/constituents, especially from customers and employee perspective, and in highly regulated industries such as healthcare, with patients and doctors, it can be easy to dismiss seismic changes as something happening elsewhere. Find out how to look at things from a new perspective and move to a more human-centric, empathetic approach.

Jasmine Kim Former CMO & Branding Officer Sutter Health

11:15am – 11:30am (EDT)

Digital Transformation: How Can We Keep Track, Adapt and Thrive?

“Digital Transformation.” “Going Digital.” “Getting Agile.” Etc. We hear terms like that often today. Look them up on the web or your preferred research provider and find a dizzying display of buzzwords, org charts, and opinions. Much too much for a 30-minute conversation, so we’ve decided to slim things down.

Today, we’ll talk about a major trend, the effect of COVID-19, and some skills and attitudes we can use to adapt, thrive, and stay sane. I have taken a broad, holistic view vs. a fin svcs deep dive, as this topic affects so many parts of our lives.

Tim Rickards Marketing Director, Acquisition & Engagement Charles Schwab

11:30am – 11:45am (EDT)

Joint Live Q&A Session

Jasmine Kim Former CMO & Branding Officer Sutter Health

Ira Rubenstein Chief Digital and Marketing Officer PBS

Connie Birdsall Senior Partner and Global Creative Director Lippincott

Tim Rickards Marketing Director, Acquisition & Engagement Charles Schwab

Moderated by: Nick Babin President Babin Business Consulting

11:45am – 12:00pm (EDT)

Remember the Human: Finding Meaningful Brand Connection in the Digital World

Evan Jones Chief Marketing Officer Fender

12:00pm – 12:15pm (EDT)

Joint Live Q&A Session

Evan Jones Chief Marketing Officer Fender

Moderated by: Nick Babin President Babin Business Consulting


Set your 2021 strategy at Strategic Marketing USA!

Register here for a limited access free pass or go premium for the full agenda




Build your Brand with Influencers and Social Media

Moderated by: Tripp Braden Global Brand Journalist Strategic Performance Partners

12:15pm – 12:20pm (EDT)

A Strategic Overview

12:20pm – 12:30pm (EDT)

Section Opening Remarks

For years brands have partnered with brands who share a similar demographic or appeal. Relatively newer is the explosion of influencers. With more and more people following the opinions of influencers, some of the power has been taken away from brands. You need to figure out how to work with influencers, which partnerships will be best for you and who to align with in this increasingly complex environment

Tripp Braden Global Brand Journalist Strategic Performance Partners

12:30pm – 1:15pm (EDT)

Panel Discussion: Meet your Audience Where They Are Through Influencer Collaboration

For years brands have partnered with brands who share a similar demographic or appeal. Relatively newer is the explosion of influencers. With more and more people following the opinions of influencers, some of the power has been taken away from brands. You need to figure out how to work with influencers, which partnerships will be best for you and who to align with in this increasingly complex environment

Laurel Mintz CEO Elevate my Brand

Jenna Habayeb Chief Brand Officer IPSY

Mamta Saxena Managing Director, Accenture Interactive Advanced Technology Centre India(ATCI)

Hai Habot Senior Director, Incubation and Growth Stubhub

1:15pm – 1:30pm (EDT)

Honor the Fan | Grow the Brand

Technology and the digital world have revolutionized the shape of consumer engagement—especially in our current, at-home world. Now, more than ever, we have the opportunity to develop intimate, purposeful relationships with our fans, and to lean into the complexity and value that lies within. This session will dive into two specific projects that Mountain Dew has built to fully embrace the power of its fandom and will show how that fandom is driving brand growth for the first time in almost a decade.

Nicole Portwood Vice President Marketing Mountain Dew Pepsi Co

1:30pm – 1:45pm (EDT)

Motivate and Mobilize: 5 Ways Positivity and Mentorship Can Improve Marketing Results

Metrics, attribution, funnels and conversions aside, there's an emotional and psychological factor that can influence real marketing results. Positivity and mentorship in leadership can motivate teams to generate their best work, stoke curiosity, lead to high employee engagement, stimulate creative thinking and result in improved marketing outcomes. Within today's anxiety-ridden environment and challenging economic backdrop it's more important than ever to foster a positive work environment enriched with personalized mentorship to motivate and mobilize your teams to deliver their best work. TrueCar's Chief Consumer Officer, Beth Mach shares her experience leading global teams of over 100+ to success through the most challenging times through positivity and mentorship and how she's harnessing this philosophy in her new role at TrueCar for positive business outcomes.

Beth Mach Chief Consumer Officer TrueCar

1:45pm – 2:15pm (EDT)

Joint Live Q&A Session

Nicole Portwood Vice President Marketing Mountain Dew Pepsi Co

Beth Mach Chief Consumer Officer TrueCar

Moderated by: Tripp Braden Global Brand Journalist Strategic Performance Partners


Get access to presentations and interactive sessions here!

Register here for a limited access free pass or go premium for the full agenda