Brand Reinvention in the Age of Disruption

Thursday, April 26, 2018, 7:30 a.m. to 5:30 p.m.

Blue Cross Blue Shield Tower, 300 E. Randolph St., Chicago

Speakers

Our speakers are subject to change. Check back frequently to view updates.

Download a complete list of speakers in a shareable PDF


Sherry J. Duda
Chief Executive Officer
Alex Reidy & Company

Bio


Jens Ulrik Hansen
Founder and CEO
Future Associates

Bio


Susan Etlinger
Industry Analyst
Altimeter Group

Bio


Pam Wedgeworth
President and Senior Creative Director
Wedgeworth Communications

Bio


David Haucke
Program Director, Product Strategy, Watson Marketing
IBM

Bio


Carolyn Baird
Global Research Leader
IBM Institute for Business Value

Bio


Dan Fietsam
Chief Creative Officer
Laughlin Constable

Bio


Bob Armour
Chief Marketing Officer
Jellyvision

Bio


Dean Petrulakis
Senior Vice President, Business Development
Fuse Print Chicago


Chris Ruder
Chief Executive Officer
Spikeball

Bio


Nick Gonzales
Marketing Director
Spikeball

Bio


Jeffrey Moss
Founder and CEO
Parker Dewey

Bio


Elizabeth Ehrhardt
Principal, Client Insights
IRI

Bio


Michon Ellis
Chief Executive Officer
LimeGreen Moroch

Bio


Carrie Bienkowski
Chief Marketing Officer
Peapod

Bio


Sanjiv Gajiwala
Vice President, Marketing
Mikes Hard Lemonade Co.


Bonnie Massa
Founder & President
Massa & Company

Bio


Margo Kahnrose
Senior Director of Brandt
SpotHero

Bio


Erin Huizenga
Founder and Design Executive Officer
Borough + Block

Bio


Barbara Martin Coppola
Chief Marketing Officer
GrubHub

Bio


Melvin Petties
CEO, Co-Founder
Blockhive.org

Bio


Erich Joachimsthaler, PhD
Founder and CEO
Vivaldi

Bio


Kurt Seidensticker
Chief Executive Officer
Vital Proteins

Bio


Caryn Johnson
Vice President of Marketing
Vital Proteins


Sherry J. Duda
Chief Executive Officer
Alex Reidy & Company

Sherry J. Duda

A visionary leader, growth accelerator, and culture shaping expert, Sherry Duda aligns the body and soul of a brand to truly deliver. Through a broad range of services that improve organizational effectiveness, Sherry helps CMOs and senior teams lead with confidence by developing a brand aligned culture that is trusted to keep its promises.

Blending a discerning perspective and twenty plus years of global business experience, Sherry has held executive level positions as VP of Global Talent & Organization Capability for multiple FORTUNE 100 companies where she was responsible for talent strategy, enabling global growth, developing organization capability, and shaping culture as a differentiated asset.

Sherry serves as a Board Director for the American Marketing Association Chicago and formerly led as Chief Advisor and Board President for the Organization Development Network, which is the largest international association of OD practitioners in the world. She has a BA and a Master’s degree from The Ohio State University.

Sherry is an international keynote speaker who speaks on a wide range of topics including excavating organization purpose, keeping brand promises, transformational change, talent strategy, senior team effectiveness, organization design and OD best practice.


Jens Ulrik Hansen
Founder and CEO
Future Associates

@JensUlrikHansen

Jens U. Hansen

Jens Hansen is a globally experienced entrepreneur, senior executive advisor, facilitator, coach, public speaker and board member. He inspires and advises on leadership and business transformation and how to achieve digital maturity. He works with a deep understanding of strategic business design, leadership adaptation and emerging technologies in our digital era. Mr. Hansen is intensively working with leadership values & cultures, purpose, strategy, new business models, platforms & ecosystems and customer centricity under digital adaptation.

Mr. Hansen is working globally with senior leadership in organizations across life science, technology, industry, professional services, central government and public service. He has again and again proven how to bring best trades across industries and cultures with a deep understanding of global challenges and opportunities. His merits include successful transformations with experience in leading high-profile client engagements, disruptions and digitalization while championing innovation and adaptation across business operations.

Mr. Hansen utilizes an inspirational and motivational style to enthuse and engage high-performance senior leadership teams; demonstrates in-depth analytical and strategic ability to facilitate operational and procedural planning while driving customer experience and excitement through the promotion of transformational change.


Susan Etlinger
Industry Analyst
Altimeter Group

@setlinger

Susan Etlinger

Susan Etlinger is an industry analyst at Altimeter. Her research focuses on the impact of artificial intelligence, data and advanced technologies on business and culture, and is used in university curricula around the world. Susan’s TED talk, “What Do We Do With All This Big Data?” has been translated into 25 languages and has been viewed more than 1.2 million times. She is a sought-after keynote speaker, and has been quoted in media outlets including the Wall Street Journal, BBC, and The New York Times.


Pam Wedgeworth
President and Senior Creative Director
Wedgeworth Communications

Pamela Wedgeworth

Pamela Wedgeworth is an award-winning communications strategist, creative director, and the president of Wedgeworth Communications, a creative agency. She is an innovative, and strategic internal communications strategist with a proven history of designing communication campaigns that achieve superior results.

Pamela has spent most of her career leading communication efforts for FORTUNE 500 companies; responsible for reaching as many as 120,000 employees in over 100 countries. Throughout her career, Pamela has advised numerous C-level executives and group vice presidents on communication issues and presentation style.

She uniquely blends strategy and creativity to influence how audiences think, feel and behave. Pamela produces high-quality creative media and provides worry-free experiences for clients. Her mission is to create memorable, results-driven visual media and communication campaigns.


David Haucke
Program Director, Product Strategy, Watson Marketing
IBM

@dhaucke

David Haucke

As program director, Dave runs product strategy for Watson Marketing, IBM’s AI-powered software portfolio for personalized marketing, customer insights and digital experience. In this role, he drives the market and business analysis functions to help set Watson Marketing’s strategic direction. Dave works with both internal and external stakeholders to identify market opportunity, determine build/buy/partner strategies, and guide product development priorities. He has been with the Watson Marketing group for six years, where he has held roles in strategy, offering management and product marketing.

Prior to joining IBM, Dave served as VP Global Marketing for ISYS Search Software, where he oversaw the company’s global marketing programs and go to market strategy. He also helped guide the enterprise search vendor to a successful exit through its acquisition by Perceptive Software (previously a division of Lexmark). Dave holds both a bachelor’s degree and master of business administration from Colorado State University.

Outside of his professional life, Dave can be found running the trails around his home in Colorado. Both he and his wife have completed several races at ultra distances, and the two organize and lead a weekly trail run group (Runners With Altitude) in the Denver Metro Area. They, along with their two children, spend most of their spare time enjoying the outdoors and Rocky Mountains.


Carolyn Baird
Global Research Leader
IBM Institute for Business Value

@cjhbaird

Carolyn Baird

Carolyn Heller Baird is the Global Research Leader for Customer Experience and Design with IBM’s Institute for Business Value (IBV). Carolyn directs the Chief Marketing Officer studies for the IBV’s C-suite series, and she has authored numerous studies on marketing and customer experience trends. A seasoned executive consultant, Carolyn has developed digital transformation strategies with a focus on customer engagement, communications, branding and content development for IBM clients across multiple industries and geographies.


Dan Fietsam
Chief Creative Officer
Laughlin Constable

@LaughlinAgency

Dan Fietsam

Dan has 30 years experience as a creative force in the advertising industry. Working for A-list agencies like Leo Burnett, FCB, Y&R, DDB and BBDO with blue-chip client such as Anheuser-Busch, T-Mobile, Frito-Lay, Wrigley, Quaker and Dell. He has won every major industry award including Cannes Lions, One Show, Communication Arts, Clios and an Emmy. Currently he is chief creative officer for Laughlin Constable, an independent, full service creative agency with offices in Chicago and Milwaukee. He holds a Masters degree from the Medill School of Journalism, Media and Integrated Marketing Communications.


Bob Armour
Chief Marketing Officer
Jellyvision

@bobarmour

Bob Armour

Bob Armour is the CMO of Jellyvision, makers of the interactive software platform ALEX® that helps millions of employees at over a thousand companies save money and make better decisions about health insurance benefits, retirement savings, leaves of absence and other important, befuddling and potentially snooze-inducing topics.

With over 25 years of marketing experience in B2B and B2C settings across SaaS, financial, consulting, data and online and mobile businesses, Bob has had CMO stints at mortgage company Guaranteed Rate and at Shoplocal, a web and mobile provider of local advertising services for retailers. He was also CMO and then CEO of Timelines, a start-up web and mobile app company that enabled people and businesses to record, connect and share events and memories. Timelines sued Facebook for trademark infringement when it launched its Timeline product. But that’s a story for a different conference.

Bob is a big fan of ’80’s music (especially one-hit wonders), a massive consumer of Greek yogurt (preferred brand: Siggi’s), and a former volunteer high school teacher in Pago Pago, American Samoa. He got his B.A. in economics from the University of Notre Dame, his MBA from the J.L. Kellogg Graduate School of Management at Northwestern University and his accent from the suburbs of Boston.


Chris Ruder
Chief Executive Officer
Spikeball

@spikeballchris

Chris Ruder

I launched Spikeball Inc in 2008 with no real clue about starting a business, let alone launching a new sport.  Yet, here we are with 4+ million players (all over the world), 24 full-time employees, 150+ tournaments every year, and tons of love from Shark Tank, Casey Neistat, Dude Perfect, The Today Show, Inc Magazine, countless professional athletes and celebrities.  I ran it for 5 years as a side business figuring out things like ecommerce, product design, customer service, shipping, finance, and more.  My degree in Photojournalism didn’t really prepare me for this.  I’d come home from my corporate day job, hang out with my wife and 3 young kids, and once they went to bed Spikeball work would begin.  My typical Spikeball shift was 9pm to 1 or 2am every night with me heading to a late night post office around midnight to ship that day’s orders.  Our first ‘warehouse’ was my basement.  I had around 800 sets down there and could fit about 72 sets in my beat up, 1998 Outback (may it rest in peace).  

5 years later, in 2013, we hit $1 million in annual revenue with zero full-time employees.  At that time, I called up the boss, said “I’m out!”, and went full-time.  We’re headquartered in Chicago (not in LA like most of you think) but most of our employees live all over the US.  We’re firm believers in live where you want just do good work.  The mission of the company is to create the next great American sport.  That’s happening through tournaments, pick-up games (you can find them in your area on the Spikeball app), schools, and more.


Nick Gonzales
Marketing Director
Spikeball

@donlasagna

Nick Gonzales

Nick has spent 12 years in brand management and is fortunate to have worked on some amazing projects and brands along the way. He launched Axe Apollo with a Super Bowl ad and a campaign to send consumers into space. He led the marketing efforts behind Wilson Sporting Good’s first connected product – The Wilson X Basketball. An undetectable sensor in the ball + machine learning = a ball that knows if it went in the hoop or not. Nick’s currently working to create the next great American sport at Spikeball. Warning: if you’ve never heard of Spikeball, you’re probably not in touch with your millennial audience.


Jeffrey Moss
Founder and CEO
Parker Dewey

@ParkerDeweyLLC

Jeffrey Moss

Jeffrey Moss is the Founder and CEO of Parker Dewey, a company focused on addressing the challenges associated with college-to-career transitions through Micro-Internships.

Jeffrey previously served as Chief of Enterprise Growth at Educational Testing Service (ETS) where his efforts focused on the use of assessment to drive equity in education and employment. Jeffrey spent much of his career as a venture capital investor with Summit Partners, Sterling Partners, and Susquehanna Growth Equity, supporting technology-enabled organizations in the education, business services, and software sectors. Some of his investments include Connections Education (acquired by Pearson), Ashworth College, Progressus Therapy (acquired by Invo HealthCare), Fleetcor (NYSE: FLT), ProClarity (acquired by Microsoft), Avectra (acquired by Abila), and The SAVO Group.

Jeffrey’s other Board responsibilities have included: Chairman of the Board of Workstream (Nasdaq: WSTM), a software provider for human resources departments; OneGoal, a non-profit focused on college accessibility and persistence; the Chicago American Marketing Association; and the Illinois Venture Capital Association.


Elizabeth Ehrhardt
Principal, Client Insights
IRI

Elizabeth Ehrhardt

Elizabeth Ehrhardt is a 20+ year IRI veteran responsible for leading client engagements with several Fortune 500 Food, Beverage and Healthcare manufacturers. She has in-depth experience analyzing market performance and strategy, consumer and shopper behavior, media personalization, in-market execution and retailer trends. She offers an eye toward the future and is focused on insightful results that drive growth. Ehrhardt is a graduate of Vassar College and is based in downtown Chicago.


Michon Ellis
Chief Executive Officer
LimeGreen Moroch

@michonellis

Michon Ellis

Established in 2004, LimeGreen Moroch is a cross-cultural marketing agency and certified Minority Business Enterprise based in Chicago. The agency also has outposts in Atlanta, Dallas, Detroit, Philadelphia and New York. Notable clients include Bacardi USA, Johnson and Johnson, United States Tennis Association and American Heart Association. LimeGreen Moroch is part of Moroch Holdings Inc., a privately-owned family of integrated marketing and communications companies.

A 25-year veteran, Michon is responsible for client partnerships, agency profitability and overall organizational growth. He launched LimeGreen Moroch after spending nearly 15 years in the marketing communications industry. This included serving as Director of Global Marketing Communications for the McDonald’s Corporation. Prior to his eight-year tenure with McDonald’s, Michon held executive positions at many levels for some of the nation’s leading marketing communications agencies that included Edelman, Porter Novelli and Ketchum Communications. While on the agency side, he developed strategies and directed the execution of numerous national marketing communications programs and public relations campaigns for a diverse roster of clients ranging from health care, consumer goods, philanthropy and quick service restaurants. Among these were: State Farm, Schering-Plough, Coca-Cola Company, Kraft Foods, Inc., Ronald McDonald House Charities, Wendy’s International and McDonald’s Corporation.

Michon is the recipient of numerous awards and recognition from leading industry organizations such as the Association of National Advertisers (ANA), Telly, Aegis, MarComm and Event Marketer Magazine. He was named “Advertising Executive Of The Year” by Target Market News as well as “Entrepreneur Of The Year” by the National Black Public Relations Society. Michon is involved with a number of national non-profit organizations including the Economic Club of Chicago, United States Tennis Association, The Posse Foundation, National Association of Asian-American Professionals and 100 Black Men. A former Division I football player, Michon graduated from Miami University in Oxford, Ohio with a Bachelor of Arts degree with an emphasis in English Journalism.


Carrie Bienkowski
Chief Marketing Officer
Peapod

@PeapodDelivers

Carrie Bienkowski

A dynamic, strategic leader with a proven track record of delivering results for online businesses, Carrie Bienkowski’s role as Chief Marketing Officer of Peapod.com, the nation’s leading online grocery service, gives her the enviable role of showing Americans how they can shop smarter, save time and money, and find the foods they want in order to eat better each and every day.

As chief brand strategist, Bienkowski is focused on fueling continued growth for Peapod by increasing service in existing markets like New York, as well as adding new regions to the 24 markets currently served by Peapod. She is also committed to deepening Peapod’s technology offerings that enhance the consumer shopping experience – from an updated Peapod Mobile app to partnerships with meal planning services like GatheredTable and digital recipe integration start-ups like Chicory, Whisk and Popcart.

Carrie is a seasoned blue chip brand strategist with deep expertise in e-commerce, mobile user experience and retail. Prior to joining Peapod Bienkowski served as the Head of Buyer Experience for eBay’s Fashion vertical in the European markets. Earlier in her career, Bienkowski spent nearly a decade at Procter & Gamble, where she served as European marketing director for one of the company’s billion dollar brands. Later, at C&E Advisory in London, Bienkowski counseled businesses and brands including L’Oreal, Sky Media, HSBC, Boots Pharmacy and Vodafone in sustainability strategies.

Bienkowski received her degree in finance and business economics from the University of Notre Dame. Originally from northern California, she now resides in Chicago with her husband, three daughters and the two of the world’s laziest cats.


Bonnie Massa
Founder & President
Massa & Company

@MassaCompany

Bonnie Massa

Bonnie Massa is a marketing analytics professional based in Chicago, IL. She is a long-time lover of dogs and considers chocolate one of the four major food groups.

Bonnie has been in the database and analytic marketing arena since 1985. She has designed, built and managed marketing databases, provided customer-centric analysis and predictive modeling for noteworthy clients such as Budget Rent a Car, Midas International, Ronald McDonald House Charities, Johnson Wax and La-Z-Boy Furniture.

She speaks fluent “geek” and is an effective translator between business executives and technology experts. Bonnie volunteers her time as President for the American Marketing Association Chicago.


Margo Kahnrose
Senior Director of Brandt
SpotHero

@mkahnrose

Margo Kahnrose

With 15 years of experience in both consumer and B2B marketing, Margo Kahnrose is currently the Senior Director of Brand at SpotHero. There, she leads brand strategy, creative, PR/communications, B2B and product marketing, and is responsible for brand definition and evolution across both sides of the marketplace.

Prior to SpotHero, Margo ran brand and creative at Kenshoo, a best-in-class digital marketing technology company, held senior design, development and copywriting positions for multiple luxury consumer apparel companies including Vince, Rebecca Taylor, and Ron Herman, and co-founded Mint Chip, a boutique marketing and web development agency.

Margo graduated with honors from Parsons School of Design, where she double-majored in Communication Design and Design Management, earning a Bachelor’s of Business Administration.


Erin Huizenga
Founder and Design Executive Officer
Borough + Block

@boroughandblock

Erin Huizenga

As a design leader, strategist, connector, and coach Erin sparks change by creating collaborations that keep the needs of people at the center of all endeavors. Her favorite projects consist of both finding solutions for complex problems and the ongoing opportunity to help sustain change-making innovation among an organization or audience.

Erin brings 18 years of design and strategic consulting experience to her role as Founder and Chief Design Officer at Borough + Block. Throughout her career she has collaborated with visionary partners at organizations such as NeighborWorks America, PNC Bank, Walgreens, Stanford University, Healthbox, Motorola, University of Chicago, We Energies, ProLiteracy, Chicago Public Schools, Converse, Wilson, and The Joyce Foundation to create authentic, sustainable strategies and experiences that focus on learning, health, and community.

She has served on the Board of Directors for design association AIGA Chicago to help continue championing design for good, has been a speaker at CreativeMornings and the HOW National Design Conference, and has been a curriculum designer and member of the Adjunct Faculty team for graduate students at both the IIT Institute of Design and Northwestern University.


Barbara Martin Coppola
Chief Marketing Officer
GrubHub

Barbara Martin Coppola

Barbara Martin Coppola serves as Chief Marketing Officer of Grubhub. With 18 years of technology marketing experience spanning over nine countries, Barbara is responsible for growing brand affinity and user adoption for Grubhub.

Prior to joining GrubHub, Barbara spent seven years at Google; during that time, she held marketing leadership positions with Google Express, YouTube, Chromecast and Google France. Before joining Google, Barbara worked for industry leaders including Samsung and Texas Instruments.

Barbara holds and MS in Telecommunications Engineering from Universidad Politecnica de Madrid, an MS in Mobile Communications from E.N.S.T. (Telecom Paris), and an MBA in Business Administration and Management from INSEAD. She is also a graduate of the Advanced Management Program at Harvard Business School. Barbara lives in Chicago with her husband and two children.


Melvin Petties
CEO & Co-Founder
Blockhive.org

@mpetties

Melvin Petties

Melvin is a Digital Strategy Leader with 15 years’ experience in both the public and private domain. His expertise is in rapid application development and proof of concept design for cutting edge, high-profile, strategic engagements. He specializes in helping executives avoid IT complexity risk and evaluating market products to support efficient software integration design and business workflow automation. Melvin spends considerable time organizing and hosting regional conferences and seminars on the subject of blockchain and DLT’s impact to the digital economy. He is a published writer and speaker who works diligently in the blockchain community to connect and align incentives for local talent and investment.


Erich Joachimsthaler, PhD
Founder and CEO
Vivaldi

@ejoachimsthaler

Erich Joachimsthaler, PhD

Dr. Erich Joachimsthaler is the Founder and CEO of Vivaldi, an independent strategy, brand, and innovation marketing consulting firm headquartered in New York City. Since founding Vivaldi in 1999, Dr. Joachimsthaler has worked with hundreds of companies to build strong brands, identify innovation and growth opportunities, and fully realize them in today’s digital age. Today, Vivaldi has ten offices around the world, and brings together industry experts and capabilities, including strategic consulting, customer experience strategy, organizational development, and market research. Erich’s particular focus is on developing new marketing strategies applied to industries facing disruptive transformation from rapidly changing customer expectations.

Dr. Joachimsthaler is an internationally-recognized authority on the impact of technology on strategy, the digitalization of industries and categories, and the role of innovation and branding. Throughout his career, Dr. Joachimsthaler has published over 100 articles in highly respected academic journals and authored best-selling, award-winning books in the field of brand strategy and marketing. Together with David A. Aaker, he wrote some of the most seminal articles on brand architecture and strategy in the Harvard Business Review and the California Management Review. Their book, Brand Leadership, was first published by The Free Press in 2000, described the new leadership paradigm of building strong brands, it has since been translated into 14 languages for audiences around the world. His next book, Hidden in Plain Sight: How to Find and Execute Your Company’s Next Growth Strategy, took on innovation and growth practices from a consumer-centric perspective and has also been translated in 10 languages.

Dr. Joachimsthaler holds degrees in economics, statistics, and business administration from both German and American universities. He received a Master of Science degree in quantitative methods and marketing and a Ph.D. in Business Administration with emphasis on statistics and consumer behavior from the University of Kansas. He subsequently joined Harvard Business School as a postdoctoral fellow.


Kurt Seidensticker
Chief Executive Officer
Vital Proteins

@vitalproteins

Kurt Seidensticker

From his early beginnings as a NASA Aerospace Engineer training astronauts how to fly the space shuttle to his present role as the CEO and Founder of Vital Proteins, Kurt Seidensticker’s success has largely been self-made. A serial entrepreneur for more than 20 years, he’s successfully taken on and grown a number of companies within the e-commerce space, a feat that most notably landed him recognition as a “Top 50 Innovator in e-Commerce.”

With a knack for identifying business opportunities and developing innovative solutions to ultimately see out his visions, Kurt approaches every endeavor with a “Renaissance man” mentality. This mindset is best showcased through Vital Proteins, a Chicago-based wellness company he founded in mid-2013. From defining the brand and marketing strategy to assisting with and providing the necessary technology needed for product development, Kurt has truly done it all – and to great success. He might say, however, that his biggest professional accomplishment was finding a way to blend his business-savvy skillsets with two of his life-long passions: wellness and running.

Whether you’re a CMO or Marketing Director, at Brand Smart you’ll learn valuable insights about what is shaping the future of branding and how to keep driving brand loyalty and growth.

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