Day 2: Monday, September 25th

Breakfast

7:30 AM - 8:15 AM Networking Breakfast | Book Signing by Scott East, CEO, MSIGHTS

Scott East, CEO & Co-Founder, MSIGHTS

Scott East

CEO & Co-Founder
MSIGHTS

Chairperson's Opening Remarks

8:15 AM - 8:20 AM Chairperson Opening Remarks

Scott East, CEO & Co-Founder, MSIGHTS

Scott East

CEO & Co-Founder
MSIGHTS

Day 2 Keynote

8:20 AM - 9:00 AM The Power of Traditional Branding in a Digital Era

Cliff Chiet, Chief Integrated Marketing Director, iHeartMedia
With a quarter-billion active listeners, iHeartMedia has a rich opportunity to reach customers in ground-breaking, innovative ways. As a leader in multiplatform connections, iHeartMedia holds the largest national reach of any radio or television outlet in America, serving more than 150 locals markets through more than 800 radio stations. With so much data at its fingertips, iHeartMedia has tapped into the numbers in new ways that are more effective than ever. iHeartMedia has tapped into technology to reach its targeted customers, targeting key audience segments to deliver the most-personalized customer experience to date.
Join our Day 2 Opening Keynote with Cliff Chiet, Chief Integrated Marketing Director at iHeartMedia, for a compelling look at how iHeartMedia uses data to create powerful, robust audience segments that properly target consumers at the right times and in the right places. During this session, Cliff will talk about his strategies, experiences and successes in using data to create the optimal iHeartMedia customer experience. Join this Keynote Session for a special look at how iHeartMedia is:
· Creating powerful and robust audience segments that target consumers properly
· Mining digital data from registered users and aligning the data with second and third-party data
· Tapping into streaming services to create tightly integrated multiplatform campaigns
· Creating audience segments that enhance community, drive growth & track ROI
· Effectively driving mobile and social campaign strategy at national scale with millions of consumers

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Cliff Chiet

Chief Integrated Marketing Director
iHeartMedia
Marketing is far more complicated than it was fifteen years ago. In today’s digital marketing world there are many channels to reach customers and tactics to drive growth for your business. Join General Assembly's GM of Credentials as we share eye opening data from our digital marketing assessments that showcase the state of the digital marketing workforce. Over 15,000 professionals across dozens of F1,000 companies have taken these assessments, and the learnings are fascinating. During this session, General Assembly will discuss some of the key trends and findings through the lens of a major F500 client, as well as share what companies are doing to keep their marketing teams relevant in the 21st century. Key Takeaways:

· Understand the skills gaps across marketing teams by industry
· Discover groundbreaking insights derived from General Assembly’s digital marketing assessments
· Learn how Fortune 1,000 companies are leveraging this knowledge to improve and level up their workforces to stay ahead of the marketing curve

Kieran Luke

General Manager of Credentials
General Assembly

Jessica McGiff-Drapiza

VP Learning & Transformation
L'Oréal

Business Meetings

9:35 AM - 10:05 AM Business Meetings

Business Meetings

10:10 AM - 10:40 AM Business Meetings

Business Meetings

10:40 AM - 10:55 AM Networking Break

Plenary Session

10:55 AM - 11:30 AM A Journey of Disruption: From Burritos to Thinking Outside the Box

Jackson Jeyanayagum, CMO, Boxed
Just as Chipotle changed the way people think about fast food, Boxed is changing the way consumers, especially younger ones, think about “club” shopping. In both instances, marketing and data play significant roles in educating consumers on why they should care by telling the respective brand’s story, in a compelling way. Chipotle relied on beautiful animated content distributed in unique ways; Boxed combines an innovative technology experience with a feel-good story during a time we desperately need them. During this plenary session, Jackson Jayanayagam, former CMO at Chipotle and current CMO at Boxed, will discuss:

· How Chipotle and Boxed have taken an approach to digital disruption
· The pitfalls and challenges Chipotle and Boxed have faced with digital disruption
How Chipotle and Boxed continue to evolve to maintain relevancy among a fickly and savvy consumer.


Jackson Jeyanayagum

CMO
Boxed

Plenary Session

11:30 AM - 12:00 PM eSports for Brands: Developing Playbooks for New Marketing Opportunities

Richard Ng, Director of Consulting, Mavens of London
Public data remains an underutilized resource for developing go-to-market playbooks for marketing strategies. Using the burgeoning eSports category as a frame of reference, Richard Ng, Director of Consulting at Mavens of London, will present foundational research that illustrates how marketers can build functional marketing playbooks using nothing more than publicly available data and practical technology. During this session, we’ll explore:
· Demographic, psychographic, and interest profiling of the various market audiences active in the eSports space
· How to outline sources of media influence across the category and content that resonates with the market
· Exploration of brand fit with identified interest segments in the audience
· Creating a playbook showing how brands can break into this new interest space

Richard Ng

Director of Consulting
Mavens of London

Networking Lunch

12:00 PM - 1:00 PM Networking Lunch

Executive Roundtables

1:00 PM - 1:45 PM Mobile First in the Age of the Consumer

Marissa Tarleton, CMO, RetailMeNot
How RetailMeNot uses the mobile-first tendency to guide the consumer shopping journey – and how it uses mobile data to better guide the user experience.

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Marissa Tarleton

CMO
RetailMeNot

Executive Roundtables

1:00 PM - 1:45 PM Beyond Marketing: Developing a Digital First Mindset throughout all Levels of Business

Heather Schreiber, Director of Digital Marketing, Ply Gem
In this session, we will discuss how becoming a Digital First organization rests more on the leadership than it does on technology and have an open dialogue about how we, as leaders, should provide our organizations with effective strategy, budget allocation and resources.

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Heather Schreiber

Director of Digital Marketing
Ply Gem
Establishing a solid brand-influencer relationship is just the beginning when it comes to influencer marketing. When done right, brands can tap into the power of these relationships to share their stories with their consumers in powerful, effective ways that extend reach and increase engagement. But, the value of an influencer marketing program isn’t limited to the brand and influencer. It must consider the consumer to be successful. As more and more money flows into the world of influencer marketing, brands must create relationships with influencers to evolve. During this interactive panel discussion, we’ll take a look at some critical lessons in influencer marketing, beginning with the brand-influencer relationship. During this session, we’ll explore:
· How brands can build successful influencer marketing programs
· How to effectively measure ROI of influencer marketing
· Why relationships are king in the world of influencer marketing and how to nurture them
· Using influencer marketing to scale your social media results
· Discovering and evaluating potential influencers

Alicianne Rand

Executive Director of Global Content Marketing
The Estée Lauder Companies

Jessica Jensen

Global Director of Marketing
Qualcomm Technologies

Will Carafello

Sr. Director of Social Media
New York Mets

Jareen Imam

Head of Social Media
CBS News

Business Meetings

2:35 PM - 3:05 PM Business Meetings

Business Meetings

3:10 PM - 3:40 PM Business Meetings

Plenary Session

3:45 PM - 4:15 PM How to Foster Innovation and Embrace Disruption as a Marketing Organization

Connor Mason, Account Principal, Punchkick Interactive

Connor Mason

Account Principal
Punchkick Interactive

Plenary Session

4:15 PM - 4:45 PM How the Estée Lauder Companies Is Shaping the Future of Storytelling

Alicianne Rand, Executive Director of Global Content Marketing, The Estée Lauder Companies
Think back to a piece of branded content that you enjoyed and found helpful. Chances are, it was created by influencers or consumers just like you. Today, authenticity is a must-have ingredient in delivering content that resonate with consumers. As the #1 prestige beauty company with $11.3B in revenue across 25+ brands and 150+ countries, Estée Lauder Companies face the challenge of optimizing its global presence while producing locally relevant content. ELC’s ability to create authentic, quality content at scale lies in the power of its consumers.
Attendee takeaways:
· How to leverage influencer marketing and content creation to drive sales
· Case studies of best in class brands / companies who have successfully integrated user-generated content into their strategies
· Tactical advice on driving business objectives through user-generated content



Alicianne Rand

Executive Director of Global Content Marketing
The Estée Lauder Companies

Business Meetings

4:50 PM - 5:20 PM Business Meetings / Networking Break



Fireside Chat with Cocktails

5:25 PM - 6:00 PM The Power of Visual Storytelling in the Evolution of a Publishing Legend

Scott East, CEO & Co-Founder, MSIGHTS Bethany Powell, VP, Product and Consumer Experience, National Geographic
The goal of the National Geographic Society, when it was founded 129 years ago, was to “increase and diffuse geographic knowledge to the average citizen.” It has managed to maintain that goal through innovation. From analog to digital; from web to mobile; and from a brand-first to consumer-first mentality, the company has maintained its position as a leader in publishing by keeping its finger on the pulse of technology and trends. While many print publications failed to properly evolve in the digital space, National Geographic survived and thrived through the publishing evolution by tapping into interactive features, compelling video content and by moving print issues to digital ones.
Today, National Geographic is all about providing a seamless digital experience that the consumer will enjoy. It is transforming its brand to remain relevant through consistent delivery of premium science, adventure, and exploration storytelling. With the premier of its ground-breaking ‘MARS’ series, National Geographic is also in the midst of launching the largest global rebrand in its history – along with a radical new approach to content and positioning. Join this interactive session to discuss how high-impact visual storytelling is changing the marketing game. Key takeaways:
· What it took to digitally launch a rebranded and reimagined National Geographic
· How National Geographic created its most compelling digital experience possible
· Which video content has the highest digital ROI
· Transforming the way customers interact with your brand
· The biggest challenges to evolving in a digital world

Bethany Powell

VP, Product and Consumer Experience
National Geographic

Scott East

CEO & Co-Founder
MSIGHTS