CMO Summit 2015
TO LEARN ABOUT CMO COUNCIL EVENTS & PROGRAMS,
CONTACT BRYAN DE ROSE (bderose@cmocouncil.org)

AGENDA

SUNDAY, DECEMBER 6

6:00 PM

Informal Welcome Reception

MONDAY, DECEMBER 7

11:00 AM

Advisory Board Meeting + Luncheon

By Invitation Only

11:00 AM

Registration Opens

2:00 PM

Welcome to the CMO Summit

The Summit Returns

Donovan Neale-May — Executive Director, CMO Council

2:15 PM

Welcome from the Summit Chair

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CMO Rising: The New Executive Mandate

Martyn Etherington — CMO | EVP | Chief of Staff | Board Member, CMO Council

Innovation and transformation just for change’s sake won’t get us very far. This has never been truer for Chief Marketing Officers. With the waves of new technologies and advancements in marketing, we haven’t paid enough attention to the process and discipline of marketing overall. What is needed today is a clear vision, a clear process and the strength to establish accountability underpinned with strategy that drives change and metrics to prove business growth. Marketing faces a new mandate that can’t be answered through automation alone. It takes marketers…strategists and new leaders to answer the call.

2:30 PM

Day 1 Opening Keynote Panel

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The CMO of 2020: Anticipating the Transformation of the Role

Panel

Since the CMO Council was founded in 2001, the role of the chief marketing officer has evolved from a brand leader who was largely charged with the care and feeding of the brand and its associated advertising (and agency) budget into a true C-suite leader that serves as the head of the brand and business strategy and the chief architect of the customer experience. But looking into the future—even just five years ahead—how will the CMO role evolve as the digital landscape continues to fragment, fracture and realign? How will the CMO’s influence and mandate change as businesses expand and contract? What will the path to the CMO role look like…and will there be stops in IT, finance, operations or even sales along the way? This session will feature perspectives about the future of the role from key executives who have been at the center of shaping the CMO description from its inception.

3:30 PM

Afternoon Coffee Break

3:45 PM

Panel Discussion

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Define How the CMO Should Align + Combine in the C-Suite: The CMO as a Force Multiplier and Functional Integrator Across the Enterprise

Moderator

Panel

While the CMO title has become far more widely adopted—particularly in North America—the territory of executive ownership and responsibility is still widely debated and seldom clearly understood in any organization. High CMO turnover certainly underscores this. To be credible, a CMO should bring a history of P&L responsibility on a geographic or business level. He or she needs to have experience in the field or channel and have ownership of customer relationships and front-line deliverables. In addition, this individual must have influenced and shaped product design, development, distribution and pricing strategies and must have been a key architect of global business innovation, product diversification, market entry and expansion, as well as customer revenue optimization. An effective CMO must be the custodian of corporate branding, demand generation, organizational culture and customer experience across all touchpoints. And most importantly, a respected CMO must be able to assess and predict performance and be artful in the science of mapping and modeling the marketing mix to drive every aspect of the business. This session will debate what the CMO role should be, which individuals might be best suited for the position, and what it takes to be successful in the job given the pressures and politics of the C-suite.

4:45 PM

Keynote Presentation

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The Power of Connection: Understanding True Needs and Driving Mutual Lifetime Value

Stefan Olander — Vice President/GM, Nike+, Nike

At Nike, Stefan leads an innovative team dedicated to enhancing the consumer experience through the use of digital connection. He will share key lessons and industry insights on how to better serve consumers and drive mutual lifetime value by understanding their true needs, along with ideas and inspiration that individuals and businesses can adopt to thrive in the digital age.

5:15 PM

Peer-Powered Case Study

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Putting the Multi Back into Channel

Cheryl Kahanec — Executive Vice President, Digital, EarthColor

As we have raced into the world of digital engagement, the goal of delivering a highly personalized “omni-channel” or “multi-channel” experience for customers has sometimes been translated into delivery of a highly personalized omni-digital-channel/multi-digital-channel experience. But the reality of today’s customer journey is that experience lines are blurred across digital and physical as no customer has ever given a brand a free pass for bad experience just because it was via email. This peer-powered case study will focus on how to deliver personalization and relevance to customers regardless of channel, and perhaps in channels that have been assumed to be dead and long gone.

5:30 PM

Panel Discussion

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Future-Proofing the CMO: Understanding CMO Requirements and Resources Through the Eyes of Recruiters

Moderator

Panel

  • Bradford L. “Brad” McLane — Managing Director — RSR Partners 
  • Patricia Lenkov — Founder & President — Agility Executive Search
  • Caren Fleit — Senior Client Partner & Leader, Global Marketing Center of Expertise — Korn Ferry
  • Tania Binder — Executive Search Consultant — Spencer Stuart
  • John Abele — Global Managing Partner – Marketing, Sales & Strategy Officers Practice — Heidrick & Struggles

When the CMO Council asked CEOs why they were seeking a new chief marketing officer, more than half indicated they were looking to fix what was perceived to be a broken marketing machine. Headlines shout about the fluctuating tenure of the CMO, inviting debate over just why marketers are either leaving too soon—or why they are staying longer. Far too often, the role that is being hired is not the role that many CMOs find themselves in; they are often recruited to be change agents but lack the real authority or resources to create meaningful change for the business. This panel will bring together executive recruiters and chief HR executives to share their insights into the new requirements and resources for the chief marketing role today and how these will likely shift in the future.

6:30 PM

Reception

7:30 PM

Dinner

8:00 PM

Dinner Keynote Presentation

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Reviving Espolòn Tequila

Umberto Luchini — Vice President of Marketing, Campari America

When Campari America acquired Espolòn Tequila five years ago, it saw potential for the brand and the tequila category. Umberto Luchini, Campari America’s vice president of marketing, played a pivotal role in reviving Espolòn. He’ll discuss the innovative tactics used to a bring a relatively unknown, niche product to the masses and grow Espolòn Tequila into one of the most successful spirits brands today.

8:30 PM

CMO After Hours

Networking and Cocktails

TUESDAY, DECEMBER 8

8:00 AM

Breakfast

8:30 AM

Day 2 Opening Keynote Panel

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Assess Where You Need to Progress in Digital Marketing: Creating Better Value + Return From Marketing Technology Investments

Panel

  • Amy Shah — SVP & CMO — TE Connectivity
  • Burges Karkaria — Chief Technology Officer, Marketing & Customer Experience — Intel
  • Stephen Root — Vice President, Global Client Innovation Marketing — Visa

Most CMOs are looking for expert consultation, guidance and direction when it comes to specifying, implementing and adopting the most effective enterprise marketing technologies, solutions and cloud-based services. Exploring the use of Internet-based social media channels and customer communities to enable brands to engage more intimately and continuously with their audiences has become a priority. While many have yet to verify the value and return of these investments, online tracking and analysis of market conversations and postings is clearly improving the ability of marketers to listen, respond and deliver better products, services and customer experiences, particularly when it comes to customer self-care and aftermarket support. While the mobile channel provides the ability to target and reach a global audience of 7 billion, brands have yet to embrace mobile relationship marketing (MRM) platforms or programs to enable multi-level marketing, continuous customer engagement and personalized priority messaging on a mass-customized level. Transfer of insight and innovation is seen as a significant competitive advantage, and new ways to better inventory, consolidate and access intellectual capital and centers of excellence have become key components of marketing effectiveness and talent development for global brands. This session will explore the level of maturity and receptivity in automating critical campaign functions and operational areas. It will also look at where and how modular, progressive and selective investments in marketing technology and customer data integration can improve marketing campaign effectiveness and overall business performance.

9:30 AM

Peer-Powered Case Study

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Going Digital in China

James Latham — Chief Marketing Officer, Electro Scientific Industries

ESI chief marketer and CMO Council Advisory Board Member James Latham will share lessons and results from his B2B digital marketing experiences in China.

9:45 AM

Workgroup Sessions

Reshaping the Role One Issue at a Time

11:45 AM

Peer-Powered Case Study

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Defining the New Measures of Event Marketing

Jim Wurm — Executive Director, Exhibit & Event Marketers Association

Events and one-to-one experiences still top the list of tactics—and expenses—on the marketing matrix. In the age of results-driven marketing, with more CMOs expecting that all marketing tactics come with new marketing measures that tie to impact and revenue, events have largely been left out in the cold, still leveraging perception impact and possible attendees in the results line item. Jim Wurm, a long-standing CMO Council partner and marketing peer, serves as the Executive Director at the Exhibit & Event Marketers Association (E2MA). This peer-powered case study will present a new executive dashboard designed to deliver more metrics and KPIs to define the business impact of events and exhibitions.

12:00 PM

Lunch

12:30 PM

Lunch Panel Discussion

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Brand Relevancy in Hidden Markets: The New Focus on Hyper-Segmentation, Multicultural Localization and "Me-Minded" Individualization

Moderator

Panel

Call them niche markets…call them hard to reach customers…regardless of titles, customer segments based on ethnicity, age group, background and even gender are undoubtedly powerful and influential. In marketing’s quest to better personalize and tailor messaging to customers and prospects, these influential customer segments have been approached with a barrage of generalized and often ineffective campaigns. As localization and personalization become the cost of doing business, especially online, what do we really know about these power markets? Are we speaking to the new mainstream, or still marketing generalizations? Are the behaviors we believe matter truly those that influence decision making? Have we fallen into the trap of simply changing the images of our messaging to appeal to these influence segments, or are we adding real insights into that customer profile to best understand when, where and how these customers expect engagement to happen? This panel will tap into leading experts in key markets including the multicultural, LGBT and millennial customer.

1:30 PM

Keynote Presentation

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Disrupting Digital Business

R "Ray" Wang — Principal Analyst, Founder & Chairman, Constellation Research

We are no longer an economy of products and services. The digital transformation demands that we focus our attention on experiences and outcomes. Business leaders and their organizations must shift to keeping promises—no matter how their customers interact with them. But organizations no longer control the conversation. In this era of social and mobile technology, customers, employees, suppliers, and partners are in direct communication with one another. Those personal networks and the brands they’re passionate about influence their decision making and their spending. Current trends, when taken seriously, require a new way of thinking about business, and technology guru Ray Wang shows how organizations can surf the waves of change—and keep their promises. Digital disruption has changed how we do our work. But by mastering these trends you’ll delight your customers with every interaction.

2:00 PM

Workgroup Sharing

The Biggest Ideas and Answers

3:45 PM

Closing Keynote Presentation

Topic TBD

Napa Speaker

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Donovan Neale-May
Executive Director
CMO Council

Donovan Neale-May is the founder and executive director of the Chief Marketing Officer (CMO) Council (www.cmocouncil.org), a global affinity network of more than 9,000 senior marketing and bran... See more »

Napa Speaker

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Martyn Etherington
CMO | EVP | Chief of Staff | Board Member
CMO Council

As the former Chief Marketing Officer and Chief of Staff for Mitel Networks, Martyn Etherington was responsible for providing strategic direction for Mitel products, solutions and services, in addition to presenting the Mitel brand worldwide. He also... See more »

Napa Speaker

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Christine Heckart
Chief Marketing Officer
Brocade

Christine Heckart is Senior Vice President Ecosystems and Chief Marketing Officer at Brocade. A 25-year veteran of the technology industry, Christine brings a wealth of experience in technology marketing, business strategy and general management. She... See more »

Napa Speaker

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John Petralia
Global Head of Industry Vertical Marketing
Bloomberg

John Petralia is the global head of marketing for industry vertical businesses, employer branding and marketing operations at Bloomberg LP. Since 2009, he has helped build and lead a world class marketing team to support the company’s growth ob... See more »

Napa Speaker

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Karen Walker
Chief Marketing Officer
Cisco

Karen Walker is the Senior Vice President and Chief Marketing Officer at Cisco. As Cisco’s CMO, Karen is responsible for the company’s Global Marketing, Corporate Communications, and Government and Community Relations groups. Her organiza... See more »

Napa Speaker

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Ash ElDifrawi
EVP & Chief Commercial Officer
Gogo

Ash ElDifrawi joined Gogo in 2010 as executive vice president and chief marketing officer and today is Gogo's Chief Commercial Officer. Ash is responsible for all customer-facing functions, which includes marketing and marketing operations; product d... See more »

Napa Speaker

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Sheila Jordan
SVP & Chief Information Officer
Symantec

Sheila Jordan is senior vice president and chief information officer at Symantec. She is responsible for driving Symantec's information technology strategy and operations ensuring that the company has the right talent, stays ahead of technology trend... See more »

Napa Speaker

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Jacqueline Hernández
CMO, NBCUniversal Telemundo Enterprises
NBCUniversal

Jacqueline Hernández was appointed Chief Marketing Officer, Hispanic Enterprises and Content, NBCUniversal, in May 2014. In her role, she reports to the Chairman of NBCU Hispanic Enterprises and is responsible for driving audience and revenue ... See more »

Napa Speaker

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Jeffrey Hayzlett
Primetime TV & Radio Host, Chairman
C-Suite Network

Jeffrey Hayzlett is a global business celebrity and former Fortune 100 c-suite executive. From small business to international corporations, he puts his creativity and extraordinary entrepreneurial skills into play, lau... See more »

Napa Speaker

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Keith Powell
Finance Executive, Formerly CFO of Technology Solutions Group
Nortek

Keith has held a variety of roles in Finance and Operations for Fortune 500 companies for the last 20 years. Keith has managed global finance organizations, processes, and projects and has served with senior executive teams on strategy development... See more »

Napa Speaker

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Scott Yancey
CEO & Founder
Cloudwords

Scott Yancey is the CEO of Cloudwords, a cloud-based translation automation platform. Recognizing a need to speed and simplify the process of content localization, Scott co-founded Cloudwords to help companies accelerate content globalization at scal... See more »

Napa Speaker

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Erik Anderson
Executive Chairman
TopGolf

Mr. Anderson, age 57, has been President and Founder of WestRiver Management, LLC since 2002. WestRiver is a private investment company that provides integrated capital solutions for the global innovation economy. He is Executive Chairman of ... See more »

Napa Speaker

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Stefan Olander
Vice President/GM, Nike+
Nike

Stefan Olander is one of the industry’s leading digital innovators. Over the past decade he has held a number of key brand leadership positions with Nike. As Vice President of Nike+, Stefan is leading an innovative team dedicated to enhancing t... See more »

Napa Speaker

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Cheryl Kahanec
Executive Vice President, Digital
EarthColor

Cheryl Kahanec, a frequent speaker who has been featured and quoted in many leading industry publications, is one of the digital printing industry’s leading authorities in variable data and one to one marketing applications. Over the past sever... See more »

Napa Speaker

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Bradford L. “Brad” McLane
Managing Director
RSR Partners 

Brad McLane leads the firm’s Marketing Officers Practice and Consumer Goods and Services Practice. He also heads the firm’s Chicago office. Brad brings a long career in executive search to RSR Partners, most recently as Global Head of the... See more »

Napa Speaker

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Patricia Lenkov
Founder & President
Agility Executive Search

Patricia Lenkov, heads up Agility Executive Search, a boutique firm she founded in 2008. During this time she also spent over a year as Chair of the Executive Search practice at N2Growth. Previously, she was a member of the board of directors practic... See more »

Napa Speaker

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Caren Fleit
Senior Client Partner & Leader, Global Marketing Center of Expertise
Korn Ferry

Ms. Fleit specializes in senior-level executive search for marketing-driven and customer-centric companies, with a focus on brand-oriented retail and multi-channel consumer goods and services businesses, and the B-to-B companies that partner with the... See more »

Napa Speaker

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Tania Binder
Executive Search Consultant
Spencer Stuart

Tania Binder is a member of Spencer Stuart’s Technology, Media & Telecommunications, Marketing Officer and Private Equity practices. She specializes in recruiting senior-level executives for technology clients, ranging from private equity- ... See more »

Napa Speaker

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John Abele
Global Managing Partner – Marketing, Sales & Strategy Officers Practice
Heidrick & Struggles

John M. Abele is a Managing Partner based in Heidrick & Struggles’ Chicago Office. John is the Global Managing Partner for the Firm’s Global Marketing, Sales, & Strategy Officers Practice. In addition to his functional focus, John... See more »

Napa Speaker

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Martyn Etherington
CMO | EVP | Chief of Staff | Board Member
CMO Council

As the former Chief Marketing Officer and Chief of Staff for Mitel Networks, Martyn Etherington was responsible for providing strategic direction for Mitel products, solutions and services, in addition to presenting the Mitel brand worldwide. He also... See more »

Napa Speaker

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Umberto Luchini
Vice President of Marketing
Campari America

Umberto Luchini is Vice President of Marketing for Campari America. Appointed to the role in 2012, Luchini oversees the entire U.S. portfolio of brands, as well as all aspects of the marketing mix in the country. Campari America’s brands inc... See more »

Napa Speaker

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Amy Shah
SVP & CMO
TE Connectivity

Amy Shah is Senior Vice President & Chief Marketing Officer for TE Connectivity. In her role she leads TE’s marketing strategy, brand building efforts, digital strategy and properties, media relations, and internal communications. Ms. Shah ... See more »

Napa Speaker

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Burges Karkaria
Chief Technology Officer, Marketing & Customer Experience
Intel

Burges Karkaria is the CTO of Customer Experience (CX) and Marketing at Intel. He is in charge of driving the strategy and long-term roadmap for Intel’s CX and Marketing Platforms. Some of his primary focus areas include:

- Driving a... See more »

Napa Speaker

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Stephen Root
Vice President, Global Client Innovation Marketing
Visa

Stephen Root serves as the Vice President of Global Client Innovation Marketing for Visa. He is responsible for spearheading the organization’s evolving client-centric co-marketing model and strategy as well as building and expanding relatio... See more »

Napa Speaker

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James Latham
Chief Marketing Officer
Electro Scientific Industries

James Latham is the executive marketing leader for Electro Scientific Industries (ESI), the global leader in advanced laser-material interaction and micro fabrication laser technologies. He is responsible for all Corpor... See more »

Napa Speaker

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Jim Wurm
Executive Director
Exhibit & Event Marketers Association

In his 30 plus years of trade show and event marketing and management, Jim Wurm has worked on both the show organizer and exhibit services side of the industry. He has launched and organized his own trade shows throughout the U.S. and in Europe, a... See more »

Napa Speaker

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César M Melgoza
Founder & CEO
Geoscape

The founder and chief executive officer of Geoscape, César M Melgoza is a leading innovator and thought-leader on business strategy, consumer insights and on the development of market intelligence systems, resear... See more »

Napa Speaker

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Angela Zener
SVP, Marketing
Radius

Angela serves as SVP of Marketing at Radius. She brings 15+ years of experience in Marketing and has led teams responsible for launching global product lines across Cloud, Social and Mobile – for companies such as SAP, LexisNexis, and Findly. P... See more »

Napa Speaker

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Gregg Witt
Chief Engagement Officer
Immersive Youth Marketing

Gregg Witt is a former professional skateboarder turned youth insights and marketing expert with an uncanny ability to help consumer-oriented brands be more relevant with tweens, teens and young adults. Gregg has spent 15 years in consumer in... See more »

Napa Speaker

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Jenn T. Grace
CEO
Jenn T. Grace International

Jenn T. Grace teaches straight people how to market to gay people and gay people how to market themselves. Upon noticing a need in the marketplace for educational tools aimed at well meaning straight allies, she set out to fill the void in 2012. She ... See more »

Napa Speaker

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Dawn McDaniel
President
Bravo Delta Consulting

Veteran workforce development expert Dawn McDaniel is a US Army veteran, with over 20 years experience in internal and external affairs in the public, private, and government sectors. Dawn is the President of Bravo Delta Consulting, and author of two... See more »

Napa Speaker

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R "Ray" Wang
Principal Analyst, Founder & Chairman
Constellation Research

R “Ray” Wang is the Principal Analyst and CEO at Silicon Valley–based Constellation Research and author of the popular business strategy and enterprise software blog, A Software Insider’s Point of View, and the recent... See more »