June 9 - 12, 2019
Pinehurst, NC

Event Sponsors

Agenda

Sunday, 06/09

6:30 PM
Welcome Cocktail ReceptionCarolina Hall & Terrace

Monday, 06/10

8:00 AM
Registration & Breakfast
Callaway/Oakley Hallway
8:00 AM
One on One MeetingsRoss/Tufts Room (next to General Session)
8:30 AM
Sponsor Breakfast Presentation
Callaway/Oakley Ballroom
Day 1 - The Data-Driven Messenger We open the summit exploring how email is at the center of a first-party data strategy and informing more sophisticated campaigns. And we see how a data driven approach is transforming a new hyper-personalized messaging in email.
9:00 AM
Opening Remarks
MC
Steve Smith, VP, Editorial Director, Events, MediaPost 
9:15 AM
Keynote: It Takes Several Villages: DraftKings’ Multi-Channel, Multi-Team Success
To set marketing up for success, DraftKings dedicates engineering and product resources to partner with CRM to build a platform and bring their vision of “Advanced Marketing” to life. Veronica will show how distinct Calendar and Trigger-based CRM teams help maintain priorities, tactics and focus on their respective goals while working on a common platform that protects user experience. Simultaneously, the CRM team breaks down the range of consumer messaging channels – from email to push to pop-up messages – to determine what works best when and in which combinations. Clarity breeds flexibility.
Keynote
Veronica Mynders Hamel, Senior Marketing Director, DraftKings 
9:45 AM
Presentation: First-Party Data: Big Brother vs Big Value
There's a fine line between big value and big brother marketing today. How do you find the line? This session will give examples and tips on how to use data to drive value for the customer.
Presenter
Caroline Sheedy, Senior Manager, CRM, GasBuddy 
10:00 AM
Panel: Leveraging Loyalty: Deepening and Widening Customer Profiles

Email can and should be at the center of a first party data-building strategy. Our loyalty mavens share how they are using email interactions and behaviors to deepen their user profiles and better connect with loyal customers across devices and channels. What incentives drive customer participation in data gathering? How are they also using this data to find new brand loyalists?

Moderator
Marisa Pisani, Marketing Manager, Email & SMS, Sherwin Williams 
PanelistS
Renata Riechelmann, eCommerce Programs Manager, BISSELL Homecare, Inc. 
Brian Schmidt, Director of CRM & Retention, Fender Musical Instruments 
Caroline Sheedy, Senior Manager, CRM, GasBuddy 
10:30 AM
Coffee & Networking Break
11:00 AM
Presentation: DIY AI: Pluses & Pitfalls of Personalization at Scale
Until a few years ago, only teams with significant resources could implement predictive analytics and 1:1 personalization at scale. But, many marketing platforms now integrate these capabilities and have widened the use cases for teams of all sizes. We’ll explore how The Knot Worldwide uses data to personalize experiences for WeddingWire couples. How has the team met the challenges of personalization at scale, managing inactive users, maintaining authenticity, and integrating data across systems?
Presenter
Heather Grimstead, Director of Global Email Marketing, WeddingWire 
11:30 AM
Presentation: Building the Perfect Caddy: A Data-Driven Messaging Model

With tons of data about every aspect of a player’s golf game, Taylor Made is in a unique, albeit sensitive, position to inform, advise and educate its customers towards better play. But how can the brand harness just the right data across disparate systems, determine messaging type and frequency, and personalize the experience for each golfer’s needs? John Gonsalves explains how the company has pivoted to a data-driven messaging approach that aspires to the same goals as a good caddy – to know just when, where and how to whisper in the player’s ear.

Presenter
John Gonsalves, VP, Digital & Direct to Consumer, TaylorMade Golf 
12:00 PM
Roundtables

Leveraging Loyalty - Bridgette Darling, Senior Product Marketing Manager, Adobe
Data-Driven Messaging - John Gonsalves, VP, Digital & Direct to Consumer, TaylorMade Golf
Personalization at Scale -  Heather Grimstead, Director of Global Email Marketing, WeddingWire

1:00 PM
Lunch
Callaway/Oakley Hallway
1:10 PM
Sponsor Luncheon Presentation
Callaway/Oakley Ballroom
Bowling at Sandhills Bowling Center
Sport Clay Shooting
Golf at Pinehurst Resort: The Legendary No. 2 or new classic No. 4
7:00 PM
Cocktail PartyDonald Ross Grill & Veranda (shuttle service provided)
8:00 PM
Dinner ReceptionDonald Ross Grill & Veranda

Tuesday, 06/11

8:00 AM
Registration & Breakfast
Callaway/Oakley Hallway
8:00 AM
One on One Meetings
Ross/Tufts Room (next to General Session)
8:30 AM
Sponsor Breakfast Presentation
Callaway/Oakley Ballroom
Day 2 - Old Dogs, New Tricks From smarter segmentation to winning triggering tactics, we spend Day 2 of EIS drilling into the latest twists on perennial messaging disciplines.
9:00 AM
Zillow Group’s Customer Experience Machine: Using AI to Help Consumers Into a Home They Love
Zillow Group’s business is transitioning from a lead generation/media business to one where we directly offer the products and services to enable home buying, selling and renting transactions.  This in turn requires a sea change in how we orchestrate and nurture consumer engagement through the 12-15 month process from consideration to close.  Zillow Group’s Customer Experience Machine is the capability enabling us to apply a CLTV framework, rich user understanding and AI-driven experimentation and optimization to making the consumer experience as consistent and engaging as possible across our paid, owned and product channels.
Keynote
Olly Downs, Senior Director, Consumer Analytics, Zillow 
9:30 AM
Presentation: Automating Personalization That Feels Real
Automation is getting smarter, but so are your customers. The illusion of personalization, especially when done at scale, is so easily broken. How can brands differentiate themselves when customers are desensitized to marketing messages and it’s not enough to know your customer? Learn how Boxed personalizes at scale while finding ways to delight customers with interactions and messaging that are thoughtful and human.
Presenter
Angela Ko, Sr. Manager, CRM & Retention, Boxed 
10:00 AM
Presentation: Email Across the Generations: Practical Tips to Get to (and Stay) in the Inbox
Digital pundits have been predicting the irrelevance of the in-box to younger users for more than 15 years. Reality check – still not true. But as behaviors and tech among Millennials and Gen-Z mature along with these younger users, marketers do need to update their engagement tactics. With over a billion emails sent to high school students each year, EAB shares a peek across younger users and the best ways to keep reaching them.
Presenter
Doug Henderson, Email Strategy and Deliverability Manager, EAB 
10:30 AM
Coffee Break & Sponsor SpotlightCallaway/Oakley Hallway
11:00 AM
Co-Presentation: Takeaways of the Hair-Trigger Harriets

Automated email is only as good as the behavioral triggers (and the timing) that drives them as well as the messaging. We ask our experts to share the surprising triggers and content follow ups that drove performance, deepened relationships and grew the brand.

PresenterS
Jared Kreuz, Senior Manager, Direct Marketing, Zoro 
Marion Price, Email Marketing Manager, NA eCommerce, Lenovo 
11:30 AM
Co-Presentation: Design Critique

What is and is not working in your email design approach? EIS members submit sample campaigns for review. Marketers from two direct-to-consumer brands that are famous for their creative messaging will offer their own advice and critique.

PresenterS
Eric Bandholz, Founder, Beardbrand 
Erik Teng, Email & CRM Lead, Quip 
12:00 PM
Roundtables

Unraveling AI - Olly Downs, Senior Director, Consumer Analytics, Zillow
Triggering Tactics - Arthur Sweetser, SVP Strategic Accounts, MessageGears
Design Workshop - Eric Bandholz, Founder, Beardbrand and Erik Teng, Senior Email Marketing Manager, Email, Quip
The New Privacy Challenge - Neil Tolbert, Consent and Preference Team Lead | CIPP/E, CIPM, OneTrust

1:00 PM
Lunch
Callaway/Oakley Hallway
1:10 PM
Sponsor Luncheon PresentationCallaway/Oakley Hallway
Par 3 & Putt-Putt Party at "The Cradle" with Adobe
Golf at Pinehurst Resort: Courses No. 4 or No. 8
Brewmaster Tour
Historic Walking Tour of Pinehurst
7:00 PM
Cocktail PartyBallroom at No. 9 (shuttle service provided)
8:00 PM
Dinner ReceptionBallroom at No. 9

Wednesday, 06/12

8:00 AM
Registration & Breakfast
Callaway/Oakley Hallway
8:15 AM
Sponsor Breakfast Presentation
Callaway/Oakley Ballroom
Day 3 - Of Teams and Tech There are no email strategies without the right people and the right technology. We explore both on Day 2 of EIS. In a cross-channel, multidisciplinary world, how are companies staffing up and building up tech stacks that are ready for tomorrow.
8:45 AM
Keynote: Winning on a Team of One

Even in larger marketing operations, the email program often falls to the smallest of staffs, sometimes teams of one. The Atlanta Hawks’ Charma Parker explores how she amplifies resources, finds new efficiencies, and looks for the right traits in future hires who can help an email team punch above its weight. 

Keynote
Charma Parker, Senior Manager- Marketing Innovations, Atlanta Hawks & State Farm Arena 
9:15 AM
Panel: Staffing Smart and Mentoring the Next Generation

As email touches a range of other social, performance, mobile channels, the necessary skill sets for new hires get trickier. And as brands get closer to consumers, it is critical that marketing teams better reflect the diversity of their customer base. Our final panel hits close to email marketers' home. What are the skills, who are the people, and how do we mentor a team that is ready for a multi-channel future that can personalize messaging to a diverse constituency?

Moderator
Nina Lentini, Editor, Events and Research, MediaPost 
PanelistS
Kristina Moy, Marketing Campaigns Analyst, Eversource Energy 
Charma Parker, Senior Manager- Marketing Innovations, Atlanta Hawks & State Farm Arena 
9:45 AM
Coffee Break & Sponsor SpotlightCallaway/Oakley Hallway
10:15 AM
Panel: Building Stacks That Last

ESPs, DMPs, CDPs, oh my! The acronyms around email and customer management are moving targets, but organizations large and small have to build tech stacks that anticipate scale and need years in advance. the process is key, and we ask veterans of the tech/vendor shopping spree to share their best practices around that process. How did they work across departments to assess needs, evaluate solutions, score the vendors, stress test the tech and the partners?

Moderator
George DiGuido, VP of Subscription Marketing, Business Insider 
PanelistS
Nout Boctor-Smith, Marketing Technologist, ADP 
Ryan Heft, Email Marketing Manager, KEEN 
Shaw Nelsen, Director of Marketing, 3Day Blinds 
10:45 AM
Roundtables

Evaluating the Tech - Ryan Heft, Email Marketing Manager, KEEN Footwear
Staffing Smart - George DiGuido, VP of Subscription Marketing, Business Insider

11:15 AM
Conference Concludes

Venue

The Carolina Hotel, Pinehurst, NC
80 Carolina Vista Drive
Pinehurst, North Carolina, 28374
Registered attendees of the Summit may book accommodations at Stein Ericksen at a discounted group rate. To book within our room block at the discounted rate please use the following link: https://www.reseze.net/servlet/SendPage?hotelid=1245&skipfirstpage=true&page=535678. The discounted room block will expire on Friday, November 22nd, so please book your room by that time.
Some say you can feel the spirit of Pinehurst as you turn onto Carolina Vista Drive. Built in 1901 by famed architect and designer Frederick Law Olmsted (Central Park in New York City and the grounds of Biltmore House), the majestic century old Carolina Hotel with its sweeping verandas, makes you feel as though you’ve stepped back in time to an era when elegance defined grand hotels and resorts. Dubbed the “Queen of the South,” The Carolina has 230 Four-Diamond guest rooms including suites.
 
Built in 1895, The Holly Inn was Pinehurst’s first hotel and is located a short walk away in the heart of The Village at Pinehurst. The Four Diamond Holly features 82 guest rooms and suites each as unique as the hotel itself. Every detail has been attended to with fine touches in every nook, from the jewel-toned Tiffany lamps, to the reading selection in the library, and to the comfort of a rocking chair in your guest room.
 
Amenities for both lodges include elegant restaurants, casual lounges and bars, coffee shop, tennis courts, bike rentals, fitness center, luxury spa, airport shuttle, and of course access to 9 different world-class golf courses (with 3 of the 9 ranked in Golfweek’s Top 100 in the US). A world-class tennis, spa, meetings, special events and family resort, where life actually seems to slow down - so you can enjoy every minute of it.

Contact Us

Speaker Consideration

For speaker consideration please complete the speaker proposal form. Due to the high volume of speaker proposals that we receive we will only be able to notify those whose proposals have been selected. All proposals must go through this form, no exceptions. Do not contact other MediaPost representatives regarding speaker opportunities.

Sponsorships

For questions regarding sponsorship of this event please contact Jon Whitfield, VP, Event Sales at jon@mediapost.com.

Press

For press inquiries, please contact Ken Fadner at ken@mediapost.com.

General

For general summit inquiries please contact Maya Abulashvili, Coordinator of Events and Conferences at maya@mediapost.com.

VIP Program

For questions about or to apply to the VIP Program please contact Kevin Massa, Manager of Brand & Agency Relations at massa@mediapost.com.

Quality Pledge

MediaPost strives for excellence in its coverage of media, marketing and advertising. Our mission is to critically engage key questions for brand marketers, media buyers, sellers and emerging platforms. We choose speakers exclusively for their ability to bring perspective and insight to our stage. All conferences are programmed by proven, expert, unbiased journalists. MediaPost has never and will never engage in "pay to play" conferencing.