Benny LawrenceManager, Media/Brand Innovation, Audi of America10:00 AM Sept. 30, 2014 Keynote

Javier FarfanHead of Music, Entertainment, and Culture Marketing, PepsiCo11:00 AM Sept. 30, 2014 Keynote

Farfan, a seasoned marketing executive, has established his career by leveraging music, entertainment, technology, and culture to build brands. Farfan is currently head of the Music and Entertainment group and is in charge of leading culture marketing strategy across PepsiCo Beverages North America. He has focused on developing programs that inspires cultural fluency across Pepsico brands. He assumed the role at PBNA in June 2010 to oversee PBNA’s efforts to build brands and drive volume with key cultural groups.

Before joining PepsiCo, Mr. Farfan served as Product Marketing Group Manager at Microsoft and was responsible for marketing and communications efforts for their Entertainment and Device Division. While at Microsoft he also managed International Marketing Strategy for Entertainment Content on Xbox Live, Windows Media Center, and Zune. Farfan served as Marketing Director for MTV Networks where he helped launch a Hispanic cable network, MTV Tr3s. Prior to joining MTV Networks, Farfan spent his career in finance and consulting industry at JP Morgan Chase and Accenture Consulting, respectively.

In 2005, he co-founded the UA School of Business for Young Women, a New York City High School Charter School that fosters the development and growth of socially conscious young women to become business leaders. Additionally, Farfan also founded JUMP Nation; a New York State non-profit youth mentoring organization.

Mr. Farfan, a New York City native, holds a Master of Arts from Columbia University and a Master of Business Administration from New York University, Stern School of Business. He defines himself as a creative strategist and has a passion for entertainment, social impact, innovation and cultural immersion.