Going Mobile: Anytime, anywhere digital marketing

This panel will focus on the marketing trends that have accompanied the rise of mobile as a new channel to reach and interact with customers in the right places and at the right times. Together with companies that exemplify success in the mobile space, we will explore what makes this channel unique and how companies can leverage mobile marketing to create a win-win value proposition for themselves and their customers.

Fabio Sisinni
Senior Director of Mobile Products, Groupon, Inc.

Fabio Sisinni is Senior Director of Mobile Products at Groupon. He is responsible for key mobile products that helped Groupon mobile business grow from 15% to over 50% of US transactions. Before joining Groupon, Fabio led product management of mobile products at PayPal growing total payment volume from $24m to over $4B run rate. Prior to that, he held management positions at Motorola and was a management consultant at A.T. Kearney advising wireless carriers on strategy and operations. Fabio earned his MBA at Kellogg School of Management and his graduate degree in computer engineering at University of Rome in Italy.

Andy Skretta
Account Executive, Google, Inc.

Mr. Skretta has provided digital marketing solutions to some of Google's largest financial services and retail advertising partners, including Bank of America, U.S. Bank, Crate & Barrel, and Cabela's. Prior to joining Google, he helped build digital marketing and CRM practices for HSBC North America - Credit Cards and Retail Banking. He has also worked in professional services for Accenture, Citigroup, and Kana Software.

Mr. Skretta is a Des Moines, Iowa native, and has called Chicago home since attending Loyola University, where he earned his undergraduate degree in Psychology. He earned his graduate business degree in Strategy and Marketing from the University of Notre Dame.

Sarah Peterson
Cartwheel Product Lead, Target Corp.

Peterson took the reins of Cartwheel in 2013, and helped to launch the app and new ways of working within Target. Prior to this, she led various tech and business teams. Sarah has an undergrad degree in Computer Science and an MBA in Marketing from the Carlson School of Management.

Global Growth: maintaining a brand’s core values while expanding into new markets

In this panel, real-world examples will be used to discuss the changing dynamics of marketing in a global market and the challenges associated with entering new markets while maintaining a brand’s core values. The panel will focus on how successful brands expand internationally and the challenges they face while bridging the gap between their original core market and new international environments. The panel discussion will also look at how to successfully expand without losing the brand’s underlying values and brand promise.

Matt Percy
Director, Strategy & Business Development, Microsoft Corporation

Matt Percy (KSM '05) works on Microsoft's Xbox business, and is responsible for developing and implementing growth strategies to help accelerate Xbox's profit & share worldwide. Specific marketing projects Matt has tackled include leading the relaunch of Xbox in Brazil, which saw Xbox achieve a strong market leadership position in less than 12 months,as well as working to grow Xbox's business in Russia & Europe Europe. Matt’s other responsibilities include working with the Xbox leadership team shape the long-term growth strategy for Xbox & Microsoft’s entertainment businesses, as well as assessing various M&A opportunities.

Prior to working on Xbox, Matt worked in a product management and product planning roles on Microsoft’s enterprise software business, as well as working as a strategy consultant. He lives in Seattle with his wife & kids, and enjoys skiing, hiking, traveling, dining out and devouring pop culture of all forms.

Sandy Carlson
Senior Shopper Marketing Manager, Johnson & Johnson

Sandy Carlson brings 10+ years of global marketing and brand management experience at leading global CPG companies. Currently Senior Shopper Marketing Manager for Johnson & Johnson, Sandy leads Shopper strategy and activation for the Drug Channel. Prior to this role, Sandy served as Associate Global Franchise Director leading global innovation strategy and brand equity guardianship for the AVEENO® and RoC® Skincare brands. She has held numerous roles across J&J’s Consumer Healthcare business managing core strategic platforms and brand expansions. Prior to J&J, she began her brand management career at Alberto Culver where she focused on driving growth of their Skincare and Hair care brands both domestically and internationally. Sandy holds an MBA in International Marketing and Finance from DePaul University and BS in International Business from Villanova University. She recently relocated back to Illinois where she resides in Winnetka with her husband and two small children.

Violet Aldaia
SVP, Omnicom

Violet’s passion for healthcare and the psychology behind customer behavior has been the driver behind her focus on brand marketing. She is a trusted advisor to leading healthcare companies to develop strategically aligned and fully integrated global brand communications that drive maximum value and metrics accountability across all marketing efforts.

Over the course of her career, Violet has led numerous corporate and product launches across a wide range of healthcare categories, US and globally, for companies including P&G, Johnson & Johnson, Bayer, Merck, Siemens and Pfizer. While working with Pfizer on the Viagra brand, Violet oversaw strategic brand alignment across sports sponsorships, DTC and DTP.

Having worked in all verticals including B2B, Violet offers a unique perspective in traditional and new media, bringing her clients a fully integrated marketing approach targeting all health stakeholders that includes digital, print, broadcast, adherence programs, celebrity sponsorship, PR, and trade events.

Violet completed her BS at Georgetown University, majoring in Psychology and Biology. She began her career in scientific research at the NICHD division of NIH before jumping into the world of advertising and communications.

Unlocking the Value of CRM: The importance of understanding your consumer

In order to highlight the power of understanding consumers through data and analytics, panelists from a variety of industries will explore how Customer Relationship Management (CRM)and effective data management can drive measurable results. These case studies will illustrate that so-called “big data” is not just a concept, but a powerful and actionable tool for marketers. The attendees bring extensive experience with data and analytics to the panel, and are all in various stages of unlocking value from CRM.

Peter Bouchard
Director of Media, Civis Analytics

Peter Bouchard heads the media practice at Civis Analytics as its Director of Media. There he provides media targeting and software to empower clients with the strategic, innovative media campaigns across television, digital and mobile screens.

Most recently, Peter was the Director of Integrated Insights at Starcom Worldwide, following seven years at Obama for America, Omnicom Media Group and National Geographic Networks. At the Obama Campaign, Peter designed a tool that drew on television viewing habits and additional voter data to tailor advertising in a never-before harnessed level of detail and precision, a political first that optimized the spending of hundreds of millions of media dollars.

Peter has a bachelors degree in business administration from American University and a master’s in business administration from the University Of Maryland, Smith School of Business.

Krishnan Saranathan
Managing Director, Marketing and Loyalty, United Airlines

Krishnan is a seasoned executive with over nearly 20 years of experience in a broad range of functional areas including marketing, CRM, product development, loyalty management and advanced analytics. In his current role as Managing Director of Marketing Optimization, he is responsible for growing revenue from ancillary products, enhancing the effectiveness of digital channels and driving customer acquisition and engagement. Prior to his current role, as Managing Director of MileagePlus, he managed all aspects of mileage accrual and redemption business that included product development, program economics and a $2 billion P&L. He also has considerable experience in driving top line growth through investments in big data, decision sciences, and technology. He has an MBA from Northwestern University, Master’s degree in Engineering from University of Missouri and Bachelor’s degree from Indian Institute of Technology. He currently lives in a suburb of Chicago with his wife and two daughters.

Kimberly Begeman
Associate Director of Loyalty, Kellogg Company

Kim Begeman is currently managing the Kellogg’s Family Rewards program, the largest points-based loyalty program in the company’s history and one of the largest in the consumer packaged goods industry today. For the past three years, she has worked on growing the CRM and loyalty capabilities within the organization, along with providing consultation to brands and sales teams on digital marketing programs. Prior to Kellogg’s, she worked at Leo Burnett on the Kellogg’s account, focusing on how to leverage digital channels to create sronger consumer relationships. Kim graduated with a mathematics degree from Lake Forest College and began her career in Chicago as a statistical analyst at Analytic Innovations, LLC.

Think Small Act Big: The importance of the entrepreneurial spirit

There is no doubt that innovation is an integral component of the New Marketing Playbook, but what does marketing innovation really entail? This panel will showcase how innovation has become synonymous with strategy in today’s marketing world, and how large and small companies alike are boldly innovating their approach to traditional marketing decisions (Product, Promotion, Place, and Price).

Becky McAninch
Senior Director of Beverages Innovation, Kraft Foods, Inc.

Becky McAninch is currently Senior Director of Beverages Innovation for Kraft, responsible for the innovation strategy for the beverages portfolio of brands including MiO, Capri Sun, Maxwell House, Kool-Aid and Crystal Light.

Previously, Becky directed innovation for MiO and the liquid concentrate category, and expanded her role to include the launch and innovation strategy for Kool-Aid and Crystal Light liquid concentrates. Under her leadership, MiO was honored with 19 innovation awards, including the 2012 New Product Pacesetter and the 2012 Gold Edison, which is among the most prestigious accolades honoring excellence in new product and service development.

Becky joined Kraft in September 2010 as a Senior Brand Manager on the iconic Maxwell House coffee business, where she learned how to enjoy a delicious cup of coffee.

Prior to her time at Kraft, Becky held various management and innovation positions for Cadbury and Johnson & Johnson, working on brands such as Halls, Trident, Dentyne and Neutrogena.

Becky received her Bachelor of Science degree in Business Administration from the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill.

Sam Evans
Director of Innovation, Brandtrust

As Director of Innovation for Brandtrust, Sam Evans helps clients leverage human truth to inspire meaningful innovation. With a firm foundation in the social sciences, Brandtrust has a unique understanding of the non-conscious mental models that drive decision-making. Anchoring in the WHY brings focus to innovation that shifts perceptions to position brands for growth.

Sam has more than twelve years of brand-building experience from multiple perspectives, including several years participating on innovation teams for Fortune 500 companies. Prior to joining Brandtrust, Sam served as a brand and innovation strategist for a boutique innovation consultancy, partnering with organizations like PepsiCo, Starbucks and Wrigley. Sam also spent several years at PepsiCo, serving in brand strategy and innovation roles across Gatorade, Quaker and the Global Nutrition Group.

Sam earned a B.A. in Journalism from Washington and Lee University and an MBA from the Kellogg School of Management at Northwestern University. He enjoys spending time with his wife, Loralynne, and children, Grace and Andrew. Obsessed with music, Sam has been writing songs and playing the guitar for more than twenty years and has performed in rock bands in both Austin and Chicago.

Zipporah Allen
Director of Global Menu Strategy, McDonald's Corp.

Zipporah Allen is the Director of Global Menu Strategy at McDonald’s Corporation and has over 12 years of national and international experience in product innovation and brand development. In her current role, she is responsible for driving business growth in McDonald’s 119 countries through long term menu innovation.

Zipporah joined McDonald’s 7 years ago on the Global Marketing Team, with responsibility for transforming the In-Restaurant Experience for families. For her efforts, she was awarded the most prestigious individual award at McDonald’s given to the top 1% of all worldwide employees. Most recently, Zipporah spent three years at McDonald’s Australia managing Marketing and Product Development teams responsible for driving incremental business growth through emerging menu categories including Breakfast, Chicken and Beverages. During her time in Australia, she was awarded a Gold and Silver Cannes Lion for her Australia Day brand campaign in 2013.

Zipporah holds a Bachelor of Science from the University of Southern California and a Master of Business Administration with a marketing and finance emphasis from Northwestern University’s Kellogg School of Management. She enjoys travelling with her husband, taking long walks with their dog Sanchez and working out regularly at CrossFit Chicago.

Jon Armitage
VP of Marketing, Trunk Club

Jon manages all things marketing. With a background in eCommerce as a Vice President at Expedia helping drive the Hotels.com brand, and earlier experience at Google, Jon brings knowledge from a number of years in marketing efforts at high growth, online businesses. In this role, Jon is responsible for customer acquisition, retention, and engagement efforts—as well as developing the Trunk Club brand. Jon attended King’s College London back in his native England and outside of his pursuit to bring the Trunk Club experience to as many guys as possible, he is likely to be found at Chicago’s sporting venues following his adopted city's many teams.

Always On Advertising: The shift from campaigns to real-time marketing

Aaron Miller is a social media and digital marketing manager at General Mills. Over the past two years at the company, he’s focused on building a 20-person team of community managers who manage the daily social activities of almost 40 brands, guiding brands through sensitive issues and crises that arise in social media, and establishing other foundations that help General Mills’ brands succeed in the modern marketing climate. Prior to General Mills, Aaron worked as a social media account director at Weber Shandwick, where he worked with clients ranging from State Farm to American Girl to the IRS, and also spent four years as a digital marketing planner and marketing manager at Target, where he helped lead the company’s first ventures into social media. A Michigan native, Aaron has a B.A. in social relations from Michigan State University and an M.A. in Strategic Communications from the University of Minnesota.

Brad Auerbach
U.S. Business Lead, Financial Services, Facebook

Brad Auerbach is the U.S. Business Lead at Facebook, where he manages a global marketing solutions team that is responsible for Facebook’s strategic relationships with Fortune 100 financial services marketers. Since joining Facebook in 2011, Brad has partnered with leading financial services companies in a consultative role to help maximize their strategy and investment across Facebook pages, ads and platform.

Prior to joining Facebook, Brad’s experiences include digital, mobile, search, gaming and traditional media, having held various sales and marketing roles at Microsoft and CBS Radio.

Brad is also a member of the Cook County (IL) Government New Media Council, formed to better engage, serve and connect with the public. Brad lives in Chicago with his wife Debra, and they are expecting their first child in March.

Mark Skroch
VP/Group Account Director, DigitasLBi

Mark is currently a VP/Group Account Director on the Sprint business at DigitasLBi Chicago.

His background includes marketing strategy development across traditional, direct, and digital channels. He focuses on helping clients build stronger brands and always enjoys launching new products. He has proven experience delivering against business results in a range of industries including consumer goods, education, finance, mobile, and technology.

While at Ogilvy he was lucky enough to work with ACT, Ashford University, BP, CDW, Dove, Interface, Motorola and SCJ, as well as have led Ogilvy’s work for Chicago’s bid for the 2016 Olympic Games.

Prior to joining Ogilvy, Mark worked at RMG Connect as the lead account director and strategist on CUNA Mutual Group, Illinois Bureau of Tourism, Skinny Cow, and Western Union.

In 2007, Mark earned his MBA from Northwestern University’s J.L. Kellogg Graduate School of Management with degrees in Marketing, Management and Strategy, and Analytical Consulting. He holds a BS in Commerce (Integrated Marketing Communications) from DePaul University where he is also an adjunct professor in their Kellstadt Graduate School of Business, teaching Advertising and Sales Management.

Sarah Peterson
Cartwheel Product Lead, Target Corp.

Peterson took the reins of Cartwheel in 2013, and helped to launch the app and new ways of working within Target. Prior to this, she led various tech and business teams. Sarah has an undergrad degree in Computer Science and an MBA in Marketing from the Carlson School of Management.

Sustaining a Brand over the Long Haul: Keeping an iconic brand relevant and on-top

In this panel we will explore how brands build and maintain relevance over long periods of time. We will uncover how managers evolve brands for an increasingly digital audience and how they continue to grow while maintaining their core values. We will also explore how to effectively communicate large strategic changes for an organization through marketing and how to manage industry disruptions.

Steve Kuklinski
Vice President-Management Supervisor, Periscope, Inc.

Since joining Periscope over 19 years ago, Steve has brought a passion for brand performance, marketing in multi-step distribution systems and a depth of experience providing strategic vision to clients like Arctic Cat Snowmobiles and ATVs, Volvo Penta, Bridgestone/Firestone truck tires and Andersen Windows. Prior to joining Periscope Steve was on the client side for 13 years working for the Mercury Marine Division of the Brunswick Corporation. He has a bachelor’s degree from the University of Wisconsin, Madison and an MBA from the University of Wisconsin, Oshkosh.

Gigi DaDan
Senior Director, Maker’s Mark, Beam Inc.

Gigi DaDan joined Beam Inc. (NYSE:BEAM), one of the leading premium spirits companies in the world, in 2007 following more than 10 years working for various consumer package goods companies. Since joining Beam, DaDan has worked across nearly every category at the company including playing an instrumental role in the development of leading Innovations such as the creation of Red Stag, Jim Beam Honey, 100 Años RTD (Mexico), Devil’s Cut, Casa Sauza XA and the acquisition of Skinnygirl Cocktails.

DaDan spearheaded the vision and build-out of the Jim Beam American Stillhouse visitors’ experience in Clermont, Ky., a multi-million multi-year investment by the company. The new visitors’ center is expected to attract nearly 200,000 visitors every year to the home of Jim Beam, the world’s number one selling Bourbon.

Most recently, DaDan has led the Maker’s Mark brand with goals set for expansion to double capacity in the next 10 years

DaDan earned a bachelor of science degree in Marketing and International Business from Indiana University. She resides in Chicago with her husband and son.

Ken Turner
Senior Director of Marketing Brand Management, SC Johnson

Ken Turner is a Senior Director of Marketing Brand Management at S.C. Johnson & Son (SCJ) with 8+ years of experience in the organization. Ken’s current responsibilities are with the Ziploc® business, but he has also had the opportunity to manage and develop SCJ’s Pest business at a key strategic mass retailer, manage the company’s domestic Raid® business and lead product innovation for the Scrubbing Bubbles® business.

Prior to his work at SCJ, Ken spent 6 years in consulting with stints at Ernst & Young LLP and Cap Gemini. During this time he gained experience in a variety of industries including Financial Services, Technology, Retail and CPG.

Ken holds a BS in Finance from Marquette University and an MBA from Northwestern’s Kellogg School of Management. Ken continues to be a committed member to the community sitting on the board of a non-profit organization whose mission is to provide supplementary education and tutoring to at risk students in Southeastern Wisconsin.

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