Wednesday, 11/03
6:30 PM Pacific
9:30 PM ET
Welcome Cocktail Reception
Thursday, 11/04
10:00 AM Pacific
1:00 PM ET
Opening Remarks
- MC
- Lisa Singer, Senior Director, Event Programming, MediaPost @LisaMSinger
10:10 AM Pacific
1:10 PM ET
Keynote Interview: Learning to Break: AB InBev Invents New Occasions
How do you redirect on-the-go beverage rituals that Latin American consumers have followed for decades when the world locks down? We explore how AB InBev built muscle set on TikTok, YouTube and Instagram that created new at-home occasions for iconic drink brands and leveraged influencers in creative ways. It was an object lesson in thinking outside a brand’s comfort and success zones.
- Interviewee
- Juliana Pego, Global Marketing Director, Anheuser-Busch InBev's Non Alcoholic Beverages
- Interviewer
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
10:40 AM Pacific
1:40 PM ET
Sponsor Spotlight
10:50 AM Pacific
1:50 PM ET
Case Study Interview: Mahogany: Reinvigorating an Iconic Multicultural Brand
For more than 3 decades Hallmark has directly connected with the Black community through its iconic collection Mahogany. Its since evolved from a brand known for its greeting cards to a provider of goods, services and experiences. Nicole Daniels, Hallmark Mahogany’s Head of Marketing, shares with us Mahogany's path to becoming a lifestyle brand via messaging, creative and a media mix strategy that speaks authentically to Black women and their community.
- Interviewee
- Nicole Daniels, Head of Marketing of the Mahogany Brand, Hallmark Cards
- Interviewer
- Lisa Singer, Senior Director, Event Programming, MediaPost @LisaMSinger
11:15 AM Pacific
2:15 PM ET
Sponsor Spotlight
11:35 AM Pacific
2:35 PM ET
Panel: Data, Demographics, Dexterity: Staying Relevant to Changing Customers
Packaged goods are woven into consumers' everyday lives, but how do marketers keep their products relevant for changes in culture and audiences? The population is aging, diversifying, and getting fresh alternatives to your brand every day in their in-box and social feeds. How do marketers stay ahead of these many curves when it comes to staying relevant? We ask our panel to share their preparedness strategy. What operations and processes are in place to monitor consumer needs, gather the right data points, and plan for the next five years?
- Moderator
- Kalyn Asher, President/Owner, Asher Media @AsherKalyn
- PanelistS
- Ivonne Kinser, CMO, Hoplark @IvonneKinser
- Erin Smith, VP of Marketing, Stone Brewing
- Mariana Uribe, Marketing Category Lead, Global Snacks, Campbell's Soup
12:10 PM Pacific
3:10 PM ET
Sponsor Spotlight
12:20 PM Pacific
3:20 PM ET
Case Study: Brand Revival: Hot Pockets 2.0
The iconic mainstay of every parent’s freezer in the 1990s needed a refresh for kids and parents of the 2020s. The trick was to engage, not just advertise the brand back into hearts and minds. Nestle Marketing Manager Bryan Waddell explores how the company used cultural relevance to connect Hot Pockets to the themes and voice that resonate with kids three decades later.
- Presenter
- Bryan Waddell, Head of Influencer, Gaming and Esports, Nestlé USA
12:45 PM Pacific
3:45 PM ET
Lunch available for pick-up
(in Santa Barbara Ballroom)
12:45 PM Pacific
3:45 PM ET
Roundtable: The Future of Social: Influence, Influencers and New Platform Opportunities - LIVE
For 15 years the Insider Summit Round Tables have been where marketers bring their questions, challenges and insights for one another to share in casual, off-the-record conversation. This Virtual Insider Summit is no different. Webcams and Mics ON. Recording and reporting OFF. Discuss amongst yourselves!
- Featuring
- Brandon Miller, Sr. Marketing Manager, Digital Media, Land O' Lakes, Inc.
2:00 PM Pacific
5:00 PM ET
Santa Ynez Wine Tasting - Babcock Winery
Funk Zone Brewery and Cultural Tour
7:00 PM Pacific
10:00 PM ET
Cocktail Party
Fiesta Room & Terrace at Hilton Hotel
8:00 PM Pacific
11:00 PM ET
Dinner Reception
Fiesta Room & Terrace at Hilton Hotel
Friday, 11/05
10:00 AM Pacific
1:00 PM ET
Welcome Back - CPG Insider Survey Results
- MC
- Lisa Singer, Senior Director, Event Programming, MediaPost @LisaMSinger
10:10 AM Pacific
1:10 PM ET
Keynote Interview: Learning from PEEPs: Pepsi’s Product Marketing Roadmap
Product development is the new marketing, and with recent SKUs like Pepsi Cracker Jack and Pepsi Peeps, the iconic brand is learning important lessons in co-brand tie-ins and accelerated launch schedules. VP of Marketing Todd Kaplan walks us through the strategy behind recent product introductions and how taking a “culture-first” approach keeps a traditional brand fresh by connecting to the contemporary zeitgeist.
- Interviewee
- Todd Kaplan, VP of Marketing, Pepsi, at PepsiCo
- Interviewer
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
10:45 AM Pacific
1:45 PM ET
Sponsor Spotlight
10:55 AM Pacific
1:55 PM ET
Panel: Media Mapping the New CPG Customer Journey
What's the plan? Your target buyer is all over the media map, so how do you capture their attention, get considered, inspire intent, and drive choice in the aisle? Let’s trade notes. Our panel of strategists share the shapes of their respective funnels (if it still exists). How are they reallocating investment to map against a customer journey that bounces across search, e-retailer media, streaming video, and even gaming and influencer? Where are brands seeing the media ROI now?
- Moderator
- Colleen Hotchkiss, EVP, Managing Director, Zenith @Zenith
- PanelistS
- Molly Garris, Senior Manager, ECommerce Marketing, Dole @mollygarris
- Stephanie Pegler, eCommerce Digital Media Manager, PepsiCo
- Courtney Redford, Digital Marketing Manager, Bridges Consumer Healthcare
- Eva Safar, Director of Brand Marketing & Commerce, Pilgrim's
11:30 AM Pacific
2:30 PM ET
Sponsor Spotlight
11:40 AM Pacific
2:40 PM ET
Case Study: Bayer Holistic Brand Marketing Influencer Campaign
Can a decades-old brand still resonate with today’s audience? With a bright new look and relevant message it certainly can. Denise Vitola, Bayer’s VP of Brand Integration PR, Social and Influencer for Consumer Health at Bayer, shares with us the strategy behind Midol’s bold new movement. Learn how a holistic digital-first strategy based on strong consumer insights, supported by influencers, earned Midol the trust – and shares – of a new generation of menstruators.
- Presenter
- Denise Vitola, VP Brand Integration PR, Social and Influencer for Consumer Health, Bayer
12:10 PM Pacific
3:10 PM ET
Lunch available for pick-up
(in Santa Barbara Ballroom)
12:10 PM Pacific
3:10 PM ET
Roundtables: Media Mapping the New CPG Shopper - LIVE
As consumers reshuffle their own media habits, where are CPG brands finding their strongest ROI? Streaming? Affiliates? Influencers? Social? Other? Let's compare plans.
- Featuring
- Brett Richardson, Senior Media & Marketing Manager, Chobani
2:00 PM Pacific
5:00 PM ET
Yacht Cruise Santa Barbara Waterfront & Coastline
Near Coastal Kayaking Tour
7:00 PM Pacific
10:00 PM ET
Cocktail Party
At Convivo restaurant (outdoors - a short 5 min walk from Hilton)
8:00 PM Pacific
11:00 PM ET
Dinner Reception
At Convivo restaurant (outdoors - a short 5 min walk from Hilton)
Hilton Santa Barbara Beachfront Resort