Marketing
track speakers


The conference runs from 7:00 am to 4:45 pm.

After the Opening Keynote, Networking Break and Strategic Briefings, the Marketing Track offers an exceptional group of speakers:

10:20–10:25 am
Dawn Meier

Track Introduction

Dawn Meier
Track Director


10:25–11:00 am
Marsha Lindsay LSB

Six Ways You’ll Soon Be Doing Marketing Far Differently Than Today and Why

Marsha Lindsay
Chair and Chief Strategist, Lindsay, Stone & Briggs

Every day now, breakthrough ideas, technologies and ventures are emerging then cross-fertilizing; categories are melding, long-standing organizations are disrupted, and whole industries disintermediated. Dynamic opportunity is also the norm. Yet in the face of such exponential change and complexity, the London Business School reports 90% of companies are still doing business the same as in the past and warn: “This has to change. Of course, today generates your current value. But when plans for your future value don’t extend beyond tomorrow you won’t make it there. It’s that simple. What distinguishes category kings and paradigm shifters from others is they focus – devote lots of time – to day-after-tomorrow thinking.”

Drawn from two years of extensive (and global) research on what commerce, culture and consumption will be like the “day-after-tomorrow”, this presentation will share well-vetted predictions on the ways you’ll soon be driving the growth of your company far differently than today. They include an evolved business model, new innovation processes, a different approach to content, a particular standard of brand experience, and moneyball-ish activation methods.

About Marsha »

Marsha Lindsay is the Founder and Chair of Lindsay, Stone & Briggs, the firm known for its specialty in accelerating the profitable growth of brands and their innovations. In 2014, Ad Age named LSB a Small Agency of the Year. Marsha serves the agency as its Chief Strategist on Growth, Brand and Innovation, working with clients ranging from the Fortune 100 and multinationals to venture capital-infused startups.

Marsha's particular expertise is the science of human decision-making, including consumer psychology and behavioral economics. Her thought leadership has been featured at The Conference Board, Deloitte’s think tank at UC Berkeley, Zurich’s Gottlieb Duttweiler Institute of Economic and Social Studies, The World Business Forum in New York City, Marketing Effectiveness Week 2017 in London, and Columbia University’s Executive MBA program.

Her insights have been reported by Investor’s Business Daily, NPR and The New York Times; her advice published in Fast Company, Adobe’s CMO.com, Forbes, Ad Age, Becker’s Hospital Review, and the international Journal of Brand Strategy.

Marsha received her master's from the University of Wisconsin-Madison. There she serves on the advisory boards to the business school's dean, and to the business school's MBA Center for Brand and Product Management.

Marsha Lindsay is the recipient of the 2018 UWEBI Distinguished Fellow Award.


11:05–11:40 am
Vijay Talwar Foot Locker

Transitioning From Bricks to Clicks

Vijay Talwar
President - Digital
Foot Locker

Understand how retailers can grow and transform their digital businesses to compete with Amazon and other platforms. Learn how brands like Footlocker successfully leverage locations, technology, people and process to lead their transformation and keep up with the changes in the retail landscape.

About Vijay »

In 2016, Vijay Talwar joined Foot Locker, Inc. as President – Digital and currently oversees the portfolio of footlocker.com, kidsfootlocker.com, ladyfootlocker.com, footaction.com, champssports.com, six02.com and eastbay.com.

Vijay has served as CEO, CFO and President across multiple industries, including development, retail, e-commerce, consumer products and management consulting. He has applied contemporary business expertise in starting an international e-commerce business, leading global enterprises and turning around a multinational foundation at Clinton Foundation in a developing economy. Vijay continues to address complex industry and market demands in an ever-evolving, global-business climate at Nike and Blue Nile. Vijay holds an MBA from the University of Chicago.


11:45 am–12:20 pm
Mark Jodlowski Dave Scrim Conversant American Girl

Brand Journeys,
All Dolled Up:
How American Girl Gets Personalization Right

Mark Jodlowski, Director of Marketing Analytics, Operations, & eCommerce, American Girl, and Dave Scrim, SVP, Product and Pricing, Conversant

Each customer is unique. So are you having unique conversations with them? Not many brands can personalize their customers’ brand journeys, especially when those journeys span across channels. Even fewer brands are accurately measuring their marketing efforts. In this session, we’ll discuss how American Girl identifies their customers and delivers personalized, cross-channel marketing to them, and what your brand can learn from their success to surpass your own marketing goals.

Mark Jodlowski is sponsored by Conversant.

About Mark and Dave »

Mark Jodlowski is a performance-focused leader with more than 15 years of experience, spanning advanced web and database analytics, A/B and multivariate testing, usability, customer experience, integrated marketing technology operations and strategic planning. Mark is dedicated to data-driven methods to optimize marketing spend, conversions and the customer journey. He has a track record of success creating and leading teams that turn behavioral data into insights that influence strategies and result in demonstrable incremental revenue.

Mark hold a PhD from Mississippi State University and a BS from the University of Illinois at Urbana–Champaign.

As Senior Vice President of Product and Pricing, Dave Scrim is responsible for developing differentiated offerings across Epsilon and Conversant as well as growing the companies’ Mesobase, Bridge and Unite products. He is also responsible for the pricing strategy across all Conversant products.

Dave joined Conversant (formerly Dotomi) in 2011. Prior to Conversant, he worked for Experian as Director of their Integrated Marketing Services team. David graduated with an MBA from Queen’s University in Kingston, Ontario and a BBA in Marketing from St. Francis Xavier University, Nova Scotia. David was born and raised in Ottawa, Ontario and moved to Evanston in 1999 where he lives with his wife Sandrine and his three sons Kaiden, Kingston and Teo.


2:10–2:45 pm
Wil Reynolds Seer Interactive

Getting Started with Big Data in Search

Wil Reynolds
Founder and Director of Digital Strategy,
Seer Interactive

In this presentation, attendees will discover how using large scale SERP analysis can help you focus your teams and partners, prioritize work according to what's likely to drive revenue, avoid 800 lb gorillas (Amazon) and spend time in the games you can win.

About Wil »

Wil likes helping people and businesses grow. A former teacher with a knack for advising, he’s been helping Fortune 500 companies develop SEO strategies since 1999. Seeing the need for an agency that does well by its team, clients, and community. Wil started Seer Interactive in 2002 as a one-man operation out of his living room. Today, Seer is home to more than 100 employees across Philadelphia and San Diego.

As Seer’s Director of Digital Strategy, Wil develops strategies and innovations to help clients build traffic and make money. His methods have shaped the search industry worldwide, and he speaks regularly at marketing conferences across the globe. In his free time, Wil hangs out with his wife Nora, sons Rio and Niko and their pup Coltrane. He also serves Philadelphia’s homeless and runaway youth at Covenant House, where he participates in a yearly sleep out.


2:50–3:25 pm
Loren McDonald IBM

AI Will Give You Marketing Super Powers,
Not Eliminate Your Job

Loren McDonald
Marketing Evangelist, IBM Watson Marketing

The next wave of marketing will be powered by machine learning and artificial intelligence (AI), but marketers should embrace and not fear this technology. In fact, AI is likely already embedded in tools you currently use and helping to make you a smarter, more efficient marketer and to get a jump on your competition.

AI will soon replace the aspects of your marketing role that machines are better and more efficient at than humans. That’s a good thing, as it will enable marketers to spend more time on strategy, analysis and allowing them to find that inner Don Draper (the creative mindset).

This shift to AI and machine learning will also require different processes, a deep focus on data and data integration and new skill sets and new roles in your marketing organization. Embrace the machines and they can become your new BFF and rock star of your marketing organization. In this session, IBM marketing evangelist Loren McDonald will:

  • Define and share examples of current AI/machine learning technologies.
  • Explain how machine learning/AI technologies will be used to improve marketing processes and decision making.
  • Outline which marketing roles and functions are at risk of being "automated, "what new roles will emerge and an approach called "center-brain marketing."
  • Convince you why in an AI-driven marketing world, data integration will determine the winners and losers.
  • Share a few tips to help marketers and executives prepare for the future.

About Loren »

Loren’s role at IBM is to educate marketers and agency executives on digital marketing best practices and emerging trends including the application and impact of AI and machine learning. He has written more than 500 articles and delivered more than 400 webinars and presentations around the world.

Loren has 34 years of experience as a consultant, marketing executive and content marketer at companies including Arthur Andersen, USWeb/CKS, EmailLabs, Lyris, Silverpop and IBM. He was named Marketing Executive of the Year in 2005 by the American Business Awards and 2011 Marketer of the Year, by the Email Evolution Council (division of the DMA).

STEERING COMMITTEE

Steering Committee members provide guidance on track content, topic suggestions and speaker selection. Thank you to the 2018 Marketing Track Steering Committee:

Mary Benedum
Vice President, Marketing
Kohl's Department Stores

Adrienne Hartman
Director of E-Commerce and Inbound Sales
J.J. Keller & Associates

Dana Vanden Heuvel
Senior Vice President - Marketing, Director of Digital Marketing
Associated Bank

Stacey Walthers Naffah
Vice President, Sales and Marketing
Wm. K. Walthers, Inc.

Dawn Meier
Marketing Track Director


CONFERENCE APP

Download the UWEBC Annual Conference app for all of the details you need to know to prepare for the day, including personalizing your own agenda with the track sessions that you don't want to miss.


The Day At a Glance

Your day at the Business Best Practices & Emerging Technologies Conference is packed with content:

7:00-8:00 am Registration and Networking
8:00-9:30 am Opening Session and Keynote featuring Rich Karlgaard
9:30-10:20 am Networking Break & Strategic Briefings
(Strategic Briefings are from 9:45 to 10:10 am)
10:20 am -12:20 pm Track Sessions in Lecture Hall
12:20-1:20 pm Lunch & Table Topics
1:30-2:05 pm Networking Break & Strategic Briefings
(Strategic Briefings are from 1:30-1:55 pm)
2:05-3:25 pm Track Sessions in Lecture Hall
3:35-4:35 pm Closing Keynote featuring Noelle Pikus Pace
4:35-4:45 pm Raffle and Conference closes

Sponsors Banner
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GOLD SPONSORS
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PARTNER ORGANIZATIONS
Mediasite by Sonic Foundry

Video On Demand Partner


University of Wisconsin-Madison

Center for Professional and Executive Development

Kohl's Center for Retailing


Engineering Professional Development

Office of Business Engagement


Interested in sponsoring?


Contact Lori Wilson, Marketing and Communications Director
lori.wilson@wisc.edu | 608-890-2449