2015 Chief Marketing Officer Leadership Forum(Los Angeles)

Tuesday, January 27, 2015

adminisTraTive noTes

securityPlease wear your name badge at all times during the meeting.Please do not leave your personal belongings unattended in the meeting rooms.Argyle Executive Forum will not be responsible for items left in the rooms.

mobile devicesPlease do not allow any mobile device to disrupt the meeting while in session.All devices should be on silent mode.

ConversationPlease use areas outside of the ballroom to converse when the meeting is in session.

smokingPlease note that smoking is not permitted in the meeting venue.

The content of this program and the attendee list remain the sole property of Argyle Executive Forum and may not be rented, sold, or given to any outside party or used to market or promote any other meeting. Any such unauthorized distribution represents theft of property for which Argyle Executive Forum will pursue any and all appropriate legal remedies.

Speaker Materials are available upon request, pending availability.

meeTing day informaTion

feedback formsPlease remember to fill these out after each session.They can be dropped off at the registration desk at the end of the day.

Twitter Hashtag The hashtag for this meeting is #ArgyleCMOLA

Wireless microphonesPlease note that we have wireless microphones for the Q&A portion of each session. Please wait for a member of the Argyle Executive Forum staff to bring the microphone over to you before you ask your question.

room LocationsLunch will be held in the Watercourt/Bunker Hill Rooms.The Attendee Meeting Room is the Brunson Room, located on the 2nd floor.The Speaker Meeting Room is the Governor’s Room, located on the 2nd floor.The Press Room is the Boardroom, located on the 2nd floor.Bathrooms are located on this floor, and the 1st floor.

Please note the following sessions are off the record: 9:30am – 9:50am Tim RhodesSenior Director, StrategyOracle

Wifi Please see the Registration Desk for WiFi information.

event ProgramTo download the meeting program, please visit www.argyleforum.com/2015cmola

Continuing education Credits: Due to the nature of our program, Argyle events do not always receive continuing education credits. We do make efforts to apply in several states and will work with members to apply as an individual if credits are not awarded for the event. Should we receive credits, we do however inform our members.

Car service:Crown Limo LA – (800) 933-5466United Independent Taxi - (323) 653-5050

3:15pm – 3:35pm David ScrimVP, ProductConversant

agenda

2015 Chief Marketing Officer Leadership Forum (Los Angeles)

Tuesday, January 27, 20157:45am – 6:10pm

7:45am – 8:45am

Breakfast

8:45am – 8:50am

Argyle Executive Forum Opening Remarks

8:50am – 9:25am

“Benefits & Challenges of Going More Global … Thoughts & Learnings on Pepsico’s Journey So Far”

• Who is PepsiCo snacks – our brands & markets (from a global perspective)• The Pepsi journey of going global. (Where were we, where are we & where will we go)• Global is not ‘a one size fits all’ • A ‘global’ brand framework to help decide the right global model for different global brands• My key learnings over last two years. (What’s gone well & what would I do differently) • Effectiveness v Efficiency - what’s the right focus • Global Collaboration – The right structure & the right behaviors • Aligning global marketing processes & way of working • Global ‘creative’ work – where should the work get done • Global agency partnerships & networks

Gerard SmithVice President Global MarketingPepsiCo

KEY INSIGHTS:

1._________________________________________________________________________________

2._________________________________________________________________________________

3._________________________________________________________________________________

agenda

9:30am – 9:50am

Thought Leadership Spotlight Presented by Oracle

“Modern Marketing: Personalizing the Digital Dialogue”

Traditional marketers have struggled with how to go from reactive to proactive prospect and customer engagement. Being reactive disempowers the marketer and delivers a fragmented experience. But Modern Marketers are transforming digital interactions into a new digital dialogue. Marketers can now be proactive with a strategy that takes advantage of a customer’s digital access to online research, opinion, and social networks by creating engaging conversations and building personal relationships. They are turning suspects into advocates using behaviors, actionable data, social listening, personas, and personal profiles to create ideal customers and customer-obsessed marketing cultures. Hear how you can truly become a Modern Marketer.

Tim RhodesSenior Director, StrategyOracle

*Please note, this session is off the record.

KEY INSIGHTS:

1._________________________________________________________________________________

2._________________________________________________________________________________

3._________________________________________________________________________________

9:50am – 10:15am

Coffee Break

agenda

10:15am – 11:05am

Panel Discussion

“Leadership Speaks: The Digital Customer”

Session topics include, but are not limited to:

• How has your customer evolved over the past few years due to digital innovations? • How have their expectations evolved over the past 12-24 months? • How have you and your team leveraged some of these digital innovations to better understand your

customer and to tailor your marketing efforts? • Specifically, how are you leveraging the multitude of available data to drive more personalized interactions with your customers? • How are you measuring the impact of these efforts? What challenges are you encountering?• Where does the integration between marketing and customer service begin within your

organization? • How are the marketing and customer service functions working together? • How has the emergence of data transformed this relationship and the role of that both marketing and customer service play within the organization?• How is your organization leveraging new channels to engage with customers more effectively? • How are marketers aligning and integrating their efforts across multiple channels to drive engagement? • What challenges have you encountered in measuring cross-channel engagement?• Continually striving to innovate and distinguish your brand from the competition • What creative innovations are driving results?

Moderator: Russell BennettVice President, Latino Health SolutionsUnitedHealthcare

Panelists: James AllworthDirector of StrategyMedallia

Carlson ChoiVice President, Digital Initiatives GroupMattel

Frederick CrosbyVP of Marketing, Global Online/MobileWestern Union

KEY INSIGHTS:

1._________________________________________________________________________________

2._________________________________________________________________________________

3._________________________________________________________________________________

Mitch RotterSVP, Brand MarketingTicketmaster

Aaron WahleVP, International Digital MarketingSony Pictures Entertainment

agenda

11:10am – 11:30am

Thought Leadership Spotlight Presented by MarketShare

“Analytics for CMOs on the Rise”

The new data-driven marketing is a double-edged sword—providing marketers with a clear path to revenue, but also creating new pressure for Marketing to constantly prove its worth. In that environment, how can CMOs get marketing analytics right—to capture the insight that data-driven marketing has to offer, prove the value of marketing, and achieve an entirely new level of prominence in the C-Suite?

Drawing on case studies, industry research, and best practices, MarketShare’s Kathy Bachman answers these questions, helping marketers understand where their analytics falls short, guiding them through the newest approaches and technologies that are transforming marketing analytics today, and showing CMOs how to re-think measurement to bring unprecedented marketing success.

Kathy BachmannEVP, Managing Director, AmericasMarketShare

KEY INSIGHTS:

1._________________________________________________________________________________

2._________________________________________________________________________________

3._________________________________________________________________________________

11:30am – 11:50am

Coffee Break

agenda

11:50am – 12:35pm

Panel Discussion

“Driving ROI & Brand Value through Actionable Data”

Session topics include, but are not limited to:

• The transformation of marketing from an art to an art and data driven science • Constantly innovating and pursuing new ways to track and measure initiatives • Putting tools in place to have a more analytical approach in how you go to market• Extracting value from data to make informed business decisions and optimize revenue growth • Using analytics to identify high performance segments and driving profits in those areas • Use of real-time data to improve overall marketing techniques• Leveraging big data to better understand the customer and improve the overall brand experience• How to measure success and understand consumer expectations of social and digital channels

Moderator:Jonathan AnastasVice President Global Brand Marketing, Head of Digital and Social MediaActivision Blizzard

Panelists:Steven BushongSVP Marketing OperationsThe Walt Disney Company

Michael ReicherSenior Vice President, MarketingThe Chubb Corporation

Sean ShoffstallVice President, Strategy and InnovationTeradata

Susan SolomonVP Marketing and CommunicationsSt. Joseph Health System

KEY INSIGHTS:

1._________________________________________________________________________________

2._________________________________________________________________________________

3._________________________________________________________________________________

agenda

12:40pm – 1:00pm

Thought Leadership Spotlight Presented by Sitecore

“How to Use Data and Experience Marketing to Create Lifetime Customers”

Marketing is undergoing a revolution to rival the impact of Gutenberg’s printing press. Customers are in control, with more choice and more access than ever before, and they refuse to be “sold to” or “managed.” Many marketing professionals are flailing for a new strategy while the winners are clearly jumping ahead using data to create relevant customer experiences that are relevant and help win customers for life.

The new marketing paradigm is Experience Marketing, connecting with customers across their different touch points, using technology and data to personalize the experience so it becomes relevant, engaging and humanized.

Join this session and get inspired by what others have done to create relevant experiences and learn what you can do to get started on the path to creating lifetime customers.

Lars PetersenGlobal Director, SBOSSitecore

KEY INSIGHTS:

1._________________________________________________________________________________

2._________________________________________________________________________________

3._________________________________________________________________________________

1:00pm – 2:00pm

Lunch

agenda

2:00pm – 2:20pm

Thought Leadership Spotlight Presented by Gigya

“Fool’s Gold: Why Third-Party Data is Worthless and How First-Party Data is Changing the Game”

For decades, CMOs have been relying on third-party data to help us better understand our customers. Who hasn’t battled with data brokers, data appenders, and data validators hoping that they will solve our decaying and inaccurate data problem?

First-party profile data is now changing the game by providing rich, evergreen data that solves pro-vides even greater insight into who our customers are and how we can best serve them. David T. Scott, Gigya’s CMO, will outline the challenges of third- party data and how first-party data is becoming a goldmine for marketers.

Dave ScottChief Marketing OfficerGigya

KEY INSIGHTS:

1._________________________________________________________________________________

2._________________________________________________________________________________

3._________________________________________________________________________________

agenda

2:25pm – 3:10pm

Panel Discussion

“Building an Effective Content Strategy to Drive Value”

Session topics include, but are not limited to:

• Understanding the growing importance of content marketing in today’s customer-centric world • Addressing customers heightened expectations for tailored, relevant, and quality content in all of the channels that they utilize• Best practices for differentiating your brand and creating a unique image• Evaluating the types of interactions and content your customers prefer • Leveraging available data to better understand the customer to cater content accordingly • Segmenting your customer base, understanding their preferences, and mapping marketing efforts accordingly• Focus on identifying the most popular content types to improve sales and marketing effectiveness• Delivering the most tailored, personalized content at all touch points to drive customer engagement • Exploring the most innovative channels and technologies to communicate with your customers• Measuring the success of your content marketing efforts • Leveraging new tools and technologies to track the impact and demonstrate results to the executive team

Moderator:Pamela GreenwaltChief Communications & Marketing OfficerSAG-AFTRA

Panelists: Chris BrandtChief Marketing OfficerTaco Bell

Elizabeth BrooksSenior Vice President, Marketing and ContentLive Nation

Patrick CondoVice President, Brand CreativeEsquire Network

Jonathan LoweVice President, MarketingAEG Sports

Heather ZynczakChief Marketing OfficerDomo

KEY INSIGHTS:

1._________________________________________________________________________________

2._________________________________________________________________________________

3._________________________________________________________________________________

agenda

3:15pm – 3:35pm

Thought Leadership Spotlight Presented by Conversant

“Better Results Start With the Individual”

Learn the secrets of individual level identification, profile management and execution across channels and devices at scale. See how real world companies are personalizing and coordinating their marketing communications at the individual level. Including:• Cross-Device Identification: Best practices for accurately recognizing individuals and households

across mobile, desktop and tablets• Individual Profile Management: Best practices for building a multichannel profile at the individual

level• Individual Decisioning: Best practices for executing personalized 1-1 messages from an individual

profile• Personalization in Action: See real world examples of how companies adopted personalization to

deliver extraordinary results

David ScrimVP, ProductConversant

*Please note, this session is off the record.

KEY INSIGHTS:

1._________________________________________________________________________________

2._________________________________________________________________________________

3._________________________________________________________________________________

3:35pm – 3:50pm

Coffee Break

agenda

3:50pm – 4:25pm

“Coordinating online and offline– pitfalls and opportunities in multiplatform marketing”

Digital marketing is not just sitting prominently at the “grownups” table of marketing and media invest-ment: it’s changing shape of the table by raising the expectations of our audience. Interactivity and immediate feedback from our customers is transforming the way we need to build a brand. Positioning is no longer a one-time strategic marketing activity, but a continuous aspect of managing WORD OF MOUTH about your brand. It’s not enough to have well-crafted advertising executions - we need to pro-duce content that is entertaining per se, worthy of being passed on socially and fed to the “digital beast” that is chewing up and digesting content faster and faster. So what does it take to really operationalize a concerted, multiplatform marketing machine?

Key takeaways:1. Organization: wholesale restructuring vs. the use of cross-functional teams2. Process: specific challenges and opportunities in coordinating across offline and online platforms3. Systems: a practical approach to moving closer to “big data nirvana”4. Bonus: how to create a common understanding of the “brand story” across platforms

Claudio Ludovisi SVP Operational StrategyNBCUniversal

KEY INSIGHTS:

1._________________________________________________________________________________

2._________________________________________________________________________________

3._________________________________________________________________________________

4:30pm – 5:05pm

“Own Your Tomorrow - The lessons that inspired Schwab to rediscover it’s Challenger Mojo”

In this case-study rich presentation Julian Aldridge, VP of Brand Evangelism and Activation at Charles Schwab, will talk about how Challenger Brands like Schwab truly engage human beings, by adhering to the Challenger methodology. Drawing lessons from two years of inspiring Schwab to rediscover it’s Challenger heritage, Julian will illustrate Schwab’s challenger journey with examples from some of the most successful brands and campaigns of the past year or so.

Julian AldridgeVP, Brand Evangelism and ActivationCharles Schwab

KEY INSIGHTS:

1._________________________________________________________________________________

2._________________________________________________________________________________

3._________________________________________________________________________________

agenda

5:05pm – 5:10pm

Argyle Executive Forum Closing Remarks

5:10pm – 6:10pm

Closing Reception

__________________________________________________________________________________

*Please note, the agenda is subject to change.

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