2017 Leadership in Digital Marketing Forum

WEDNESDAY, SEPTEMBER 13, 2017 | CHICAGO

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.

ADMINISTRATIVE NOTES

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 #ArgyleCMO

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 Grand Ballroom on the 5th floor.

The Attendee Meeting Room is Room 9, located on the 4th floor. The Speaker Meeting Room is 10, located on the 4th floor. Bathrooms are located on this floor, and the 4th floor.

WiFi Please see the Registration Desk for WiFi information.

Event ProgramTo download the meeting program, please visit www.argyleforum.com/2017cmochifall

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:Chicago Private Car Service, Inc. (844) 844-7433

Echo Limousine (773) 774-1074

In Chicago Car Services (773) 430-8531

AGENDA

2017 Leadership in Digital Marketing Forum (Chicago)

WEDNESDAY, SEPTEMBER 13, 2017 | 8:30AM – 5:15PM

8:30am – 9:30am

Breakfast

9:30am – 9:35am

Argyle Opening Remarks

9:35am – 10:10am

KEYNOTE PRESENTATION FEATURING GE CAPITAL:

“Driving Enhanced Value through Digitization”

Dave DobsonChief Marketing Officer, Healthcare Equipment FinanceGE Capital

KEY INSIGHTS:

1._________________________________________________________________________________

2._________________________________________________________________________________

3._________________________________________________________________________________

AGENDA

Patrick RanzieriMidwest Region ExecutiveSAP Hybris

KEY INSIGHTS:

1._________________________________________________________________________________

2._________________________________________________________________________________

3._________________________________________________________________________________

10:30am – 10:55am

Networking Break

10:10am – 10:30am

THOUGHT LEADERSHIP SPOTLIGHT FEATURING SAP:

“Going Beyond Real-Time Marketing to Real-Time Engagement”

AGENDA

10:55am – 11:40am

PANEL DISCUSSION:

“Driving Innovation in a Competitive Marketplace”

Session topics include, but aren’t limited to:

• Major trends marketing leaders are watching

• Building impactful customer relationships that can help organizations survive and prosper ina period of disruption

• Innovative tactics or approaches developed to deliver exceptional experiences

• Leveraging emerging channels such as artificial intelligence and virtual reality

• The impacts of digital disruption and structuring the team differently

• The evolving role of the marketing leader

Panelists:Jennifer AlbertsSenior Vice President, Global Digital Marketing Jones Lang LaSalle

Sarah BondHead of Brand and Digital ExperienceCerner Corporation

Jessica VogelFormer Head of Digital and Product Marketing Sears Holdings

KEY INSIGHTS:

1._________________________________________________________________________________

2._________________________________________________________________________________

3._________________________________________________________________________________

Moderator:Bodee KittikamronGlobal Director, Digital and Corporate Marketing CommunicationsLittelfuse

AGENDA

11:40am – 12:00pm

THOUGHT LEADERSHIP SPOTLIGHT FEATURING PROPHET:

“Building a Relevant Brand in an AI World”

Would you take a movie recommendation from a bot? Absolutely! Would you take a cancer diagnosis from a bot? Heck no! That’s the exact issue Watson Health was wrestling with. What was driving excitement and demand for Watson an array of IoT solutions and the finance industry wasn’t translating to healthcare. Dusty Mujumdar, Chief Marketing Officer of Watson Health, and Scott Davis, Chief Growth Officer of Prophet, will talk about how to build a relentlessly relevant brand an industry where AI isn’t always welcome.

The key to building a relentlessly relevant brand: empathy. Dusty and Scott will present how understanding the unique concerns of healthcare providers – notably the feeling that AI is a threat to their jobs and no match for the quality of care they provide – helped Watson Health clarify its brand and its role in health. As the world talks about AI replacing humans, Watson Health is building a brand that empowers them.

What you will learn

• How AI will reshape brand-building across industries

• Why empathy with consumers is so important for AI-driven brands

• How to build a relentlessly relevant brand during a period of disruption and skepticism

Scott DavisSenior Partner, Chief Growth Officer Prophet

And

Dusty Majumdar, PhDChief Marketing OfficerIBM Watson Health

KEY INSIGHTS:

1._________________________________________________________________________________

2._________________________________________________________________________________

3._________________________________________________________________________________

12:00pm – 12:20pm

Networking Break

AGENDA

12:20pm – 12:55pm

KEYNOTE PRESENTATION FEATURING SEARS HOLDINGS:

“Using Online Brand Communities to Change the Marketing Model”

Faced with multiple rounds of store closures and declines in traditional ad spend, see how Craftsman at Sears utilized the power of its brand enthusiasts across digital platforms to maintain its relationship with its loyalists and even grow sales in a tumultuous environment.

Brian JochumHead of Global Brand Management and Digital MarketingKCD Brands, Sears Holdings

KEY INSIGHTS:

1._________________________________________________________________________________

2._________________________________________________________________________________

3._________________________________________________________________________________

12:55pm – 1:55pm

Lunch

AGENDA

1:55pm – 2:40pm

PANEL DISCUSSION:

“Connecting with Consumers in the Digital Age”

Session topics include, but aren’t limited to:

• Bridging the physical and digital customer experience

• A closer look at the technology involved, and how marketers are leveraging insightsgained to reach always-on consumers

• How marketers are navigating all of the data available to drive more personalizedinteractions across touchpoints

• Investing in speed and efficiency to respond to consumers and clients in real-time

Moderator:Miriam MburuDirector, National Industry Marketing Leader Aon Risk Solutions

Panelists:Rob CookDirector, Marketing & Customer Experience Discover Financial Services

Stacie LevyGlobal Director, Content Strategy & Integration Kerry

Jamey ShielsVice President Digital ExperienceAurora Health Care

Dema ZlotinCEORio SEO

KEY INSIGHTS:

1._________________________________________________________________________________

2._________________________________________________________________________________

3._________________________________________________________________________________

AGENDA

2:40pm – 3:00pm

Networking Break

3:00pm – 3:35pm

KEYNOTE PRESENTATION FEATURING MCAFEE:

“The Importance of Effective Social Governance to Streamline Crisis Communications”

Brand protection is a vital part of the Marketing function, and becomes even more important when a crisis hits, like the recent WannaCry attacks. A clearly-outlined process to social makes responding in a crisis – to audiences ranging from customers, partners and employees – more streamlined and effective.

In this presentation, you’ll hear the following:

• Best practices for establishing corporate social media guidelines

• Key audiences to communicate with in a crisis

• A case study of how McAfee managed WannaCry

Gary DavisVice President, Global Consumer MarketingMcAfee

KEY INSIGHTS:

1._________________________________________________________________________________

2._________________________________________________________________________________

3._________________________________________________________________________________

AGENDA

Ash ElDifrawiChief Marketing and Customer Experience OfficerRedbox

KEY INSIGHTS:

1._________________________________________________________________________________

2._________________________________________________________________________________

3._________________________________________________________________________________

4:10pm – 4:15pm

Argyle Executive Forum Closing Remarks

4:15pm – 5:15pm

Closing Reception

__________________________________________________________________________________

* Please note, the agenda is subject to change.

The information, views, and opinions expressed by speakers and other participants at our conferences are those of the individual and do not necessarily reflect the views and opinions of Argyle Executive Forum.

Argyle Executive Forum, its directors and officers, do not guarantee that any information provided by a speaker or other participant is accurate or complete and Argyle Executive Forum does not endorse any opinions that may be presented.

3:35pm – 4:10pm

FIRESIDE CHAT FEATURING REDBOX:

“The Chaos of Choice”

INTERVIEWED BY:

Lowell BikePrincipal Product ManagerRedbox

4:10pm – 4:15pm

FEATURING:

PARTNERS

Thought Leadership Spotlight Partners

Panel Partner

Senior Supporter Partners

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