TRACK SPEAKERS


Chris Murray

Track Introduction

Chris Murray
Practice Director, UWEBC

Todd Caponi Sales Melon

How Transparency and Empathy Can Be
Your Businesses’ Superpower

Todd Caponi, Author and Principal
Sales Melon, LLC

The future of marketing and sales is radically transparent. This session starts with an exploration of the new type of consumer influence driving the need to change, provide an understanding of our buying brain and how we make decisions as consumers. Beyond just striving for authenticity, attendees will gain a foundational understanding of how decision making really works, which is key to getting better at marketing and selling anything to anyone. They’ll also learn tactical ways to apply these concepts to your positioning and presentations.

About Todd »


Todd Caponi is the author of the award-winning book, The Transparency Sale (Best Sales Book of 2019 | Best Book Awards), Managing Director of Chicago’s VentureSCALE, and a speaker and workshop leader as Principal of Sales Melon LLC.

Previously, Todd had spent almost four years building the revenue capacity of Chicago’s PowerReviews from the ground up as their Chief Revenue Officer, turning it into Illinois’ fastest-growing tech company. Prior to that, he's held sales leadership roles with three other tech companies, including ExactTarget, where he helped drive the organization to a successful IPO and a $2.7B exit through the acquisition by Salesforce.com.

Todd is a former American Business Stevie Award winner for Vice President of WW Sales of the Year, and also once owned and operated a sales training company.

Jessica Cunning-Knapp Daren Garcia Vorys eControl

Protect and Grow Your Brand in the
E-Commerce Age

Jessica Cunning-Knopp, Associate and Daren Garcia, Partner
Vorys eControl

Global sales on the top online marketplaces have surpassed $2 trillion annually. This massive growth has brought with it numerous challenges for the world’s manufacturers and brands, including disrupted distribution strategies, rampant unauthorized sales, retail arbitrage, brand equity erosion and channel conflict, all of which can result in a poor consumer experience and lost sales.

A key to gaining control of online sales is understanding the new operating environment and the pitfalls of remaining idle. Join this session to hear about leading business and legal strategies to controlling online sales that can protect brand equity and improve both revenue and profit. Key takeaways to include:

  • The latest market trends and marketplace dynamics
  • Best practices for regaining control
  • Channel strategies and management considerations
  • Strategies used to increase financial performance and strengthen customer relationships

About Jessica and Daren »


Jessica Cunning-Knopp is an associate in the Vorys Akron office, and a member of the litigation group and Vorys eControl. Her practice focuses on all facets of intellectual property litigation in federal courts throughout the country and general business litigation.

As part of the Vorys eControl team, Jessica counsels businesses on issues related to e-commerce and online brand protection. Jessica also works with manufacturers on Minimum Advertised Pricing policies and issues related to Resale Price Maintenance. Jessica is also a member of Vorys’ drone and autonomous vehicle working group, with a focus on drones and intellectual property.

Jessica received her J.D. magna cum laude from The University of Akron School of Law, where she was assistant editor to the Intellectual Property Journal for the Akron Law Review and served as an advocate on Akron’s trial team. Jessica received her B.S. cum laude in business administration from The Max M. Fisher College of Business at The Ohio State University.

Daren Garcia is a partner and member of the Vorys eControl team. Daren’s practice is centered on the representation of manufacturers and brands, and involves the implementation of thought-leading strategies and enforcement systems both domestically and internationally, designed to protect brand value by controlling online sales. His areas of focus include advising on online go-to-market strategies best suited to protect and grow brands, revamping outdated distribution models to support brand success, and executing legal strategies to remove unauthorized sellers and MAP violators.

Daren has extensive lead trial counsel experience in a variety of areas, including conducting litigation on behalf of brands against disruptive unauthorized resellers. Daren has been recognized by Chambers and Partners as a “Leading Lawyer” in litigation.

Daren obtained his J.D. from the Emory University School of Law and his B.A. from The Ohio State University.

George Hanson Panera Bread

Agility or Fragility – Move Fast, Or Go Hungry

George Hanson, Senior Vice President, Chief Digital Officer
Panera Bread


These times have taught us that agility and rapid innovation are essential; survival may hang in the balance. Learn how Panera Bread stemmed what could have been catastrophic impacts to a highly social business model. Prior to COVID-19, Panera also created numerous, first-of-its-kind offerings in a very established and traditional restaurant industry. How did they do it? In this session, Chief Digital Officer, George Hanson, will share lessons on:

  • Uncovering audience insights
  • Executing marketing and product hackathons
  • Delivering rapid testing and validation
  • Structuring teams and talent to pull this all off

About George »


George Hanson joined Panera Bread in December 2019 as Senior Vice President, Chief Digital Officer, bringing extensive digital, e-commerce and direct consumer marketing experience.

Before joining Panera Bread, George served as Vice President, North America E-Commerce and Retail Stores for Under Armour, holding full P&L responsibility for the North America Direct to Consumer business. Previously, he led the digital business for Lane Bryant, and held various leadership positions at Lands’ End, including leading the Lands’ End Japan business based in Tokyo.

Currently, George serves as a member of the National Retail Federation’s Digital Council and of Google’s Retail Advisory board. He holds a Bachelor of Business Administration degree from the University of Wisconsin-Oshkosh and a Master of Business Administration from the University of Wisconsin-Madison.

Lindsay Tjepkema Casted

Putting Conversation at the Center of
Your Brand Strategy

Lindsay Tjepkema, CEO and Co-Founder
Casted

There are more than 600 million blogs in the world. In comparison, there are only 1 million podcasts. While it’s getting harder to gain readers, podcast listenership is growing exponentially each year. This all points to the tremendous opportunity podcasting presents for brands. And while early adopters will be rewarded for launching great shows, tomorrow’s truly prolific brands will go a step further to put that show and its conversational content at the very heart of their marketing efforts.

In this session, we’ll discuss best practices for this approach and attendees will leave with tactics for putting their podcasts at the center of their brand strategy to maximize the impact on the business. Key takeaways will include:

  • Best practices for putting authentic conversations at the center of your content marketing strategy with podcasting.
  • How to “wring-out” your podcast content to maximize the value of every episode across multiple channels.
  • Brands who are finding early success with this approach.

About Lindsay »


Lindsay Tjepkema is the CEO and co-founder of Casted, the first and only marketing platform built around branded podcasts. With more than 15 years of experience in B2B marketing, including running her own consulting agency, she’s a dynamic leader who’s had tremendous success building and growing marketing teams on a local and global level. After launching a brand podcast for a global marketing company, Lindsay realized her passion for authentic conversations. This led her to founding Casted to help marketers unlock the full potential of their content by harnessing the power of podcasting. The company has since gained rapid traction among brands that wish to create greater connection with their audiences through authentic conversation.

Today, with Casted, marketers can manage, activate, and measure podcasts from end-to-end while engaging their audience, increasing sales alignment, and quantifying podcast value with metrics that matter.

Lauren Tucker Do What Matters

Are we there yet? Designing Data Strategy for
Digital Marketing Success.

Lauren Tucker, CEO and Founder
Do What Matters

During the COVID-19 pandemic, marketers will invest more in digital campaigns and communications than ever before. But many still complain they lack the ability to measure ROI or extract insights from the overwhelming amounts of data. Addressing these challenges requires a disciplined approach to measurement analytics planning. As they say, “You gotta plan the work and work the plan.”

Lauren will introduce you to the exquisite science and the exact art of data strategy design; a growing data science discipline intended to help marketers:

  • Put accountability front and center for you and your marketing partners.
  • Gain clarity around business goals and strategy.
  • Define an actionable KPI and distinguish it from supporting metrics.
  • Create an actionable plan for measuring ROI.
  • Develop a disciplined learning agenda for gathering relevant intelligence and insights.
  • Pave the way to turn insights into action.

About Lauren »


Lauren Tucker is CEO and Founder of Do What Matters, a consumer intelligence and content studio specializing in transcultural insights and communication. She led strategy and analytics at MERGE Chicago and the Martin Agency in Richmond VA in addition to founding Cooler Heads Intelligence.

With a PhD in mass communications and a concentration in advanced analytics, Lauren offers a distinctive mix of experience working in across diverse strategic disciplines including digital marketing, brand strategy, communications planning, CRM, business intelligence and performance analytics. She’s written extensively on the future of data and analytics in marketing strategy and is one of the ad industry’s leading voices in transcultural marketing and diversity management.

Lauren is a proud graduate of the University of Wisconsin, the University of Texas and the University of Virginia, and her more than 25 year marketing communication career is only part of her story. She’s a stand up comedian, a community activist and one of the founders of Indivisible Chicago, a progressive organization designed to make civic engagement more accessible.

 

CONFERENCE DETAILS
When: 8:30 am-3:00 pm
Thursday, September 24, 2020

8:30 am-12:00 pm
Friday, September 25, 2020

Where: Virtual








Steering COMMITTEE

Steering Committee members provide guidance on track content, topic suggestions and speaker selection. Thank you to the 2020 Marketing Track Steering Committee:

Adrienne HartmanAdrienne Hartman
Senior Director of E-commerce and Campaign Sales
J.J. Keller & Associates

Lisa MolingLisa Moling
Senior Digital Account Manager
Colony Brands

Mark RothwellMark Rothwell
Vice President, Marketing
WPS Health Solutions

Chris MurrayChris Murray
Marketing Practice Director
UWEBC


Happy attendees
© 2000-2020 UW E-Business Consortium, University of Wisconsin-Madison. All rights reserved. Site credits»