Sunday, 04/07
6:30 PM
6:30 PM ET
Welcome Cocktails
Oceanview Terrace
Monday, 04/08
7:45 AM
7:45 AM ET
Coffee Service Available
Cumberland ABC Foyer
8:00 AM
8:00 AM ET
VIP 1:1 Meetings
Cumberland C
8:30 AM
8:30 AM ET
Breakfast Buffet Opens
Cumberland ABC Foyer
9:15 AM
9:15 AM ET
Sponsor Breakfast Presentation
Cumberland AB
9:35 AM
9:35 AM ET
Opening Remarks
- MC
- Erin Everhart, Senior Director of Event Programming, MediaPost
9:45 AM
9:45 AM ET
Keynote Fireside Chat: Building Marketing Automation Workflows at Scale
There’s no denying the power marketing automation has brought to the email industry. Processes are streamlined, customers are more engaged, and we’re just more efficient as marketers. But between IT complexities and organization hurdles, getting these workflows off the ground and then managing their upkeep can be dauting task, especially in large, global operations. We're sitting down with Kim Pham, VP of Marketing Automation at Paramount+, to hear her best practices for scaling marketing automation and personalization across your email, SMS and app campaigns.
- Interviewee
- Kim Pham, VP, Marketing Automation, Paramount+
- Interviewer
- Erin Everhart, Senior Director of Event Programming, MediaPost
10:15 AM
10:15 AM ET
Panel: Audience Segmentation Strategies: Customer Groups or True 1-1 Targeting?
Sometimes, it seems like we’ve gone ditch to ditch from peanut butter spread to hyper-granular in our targeting. Can’t there be a middle ground? Personalization is critical in email marketing, but getting down to the individual customer isn’t always possible and it isn’t always efficient. Our panel of email marketing experts will dive into how to personalize your email marketing at scale, touching on audience identification, data analysis, customer grouping and content mapping – and how we prioritize who we actually target.
- Moderator
- Ryan Phelan, CEO, RPE Origin @ryanpphelan
- PanelistS
- Danielle Brown, Manager, CRM and Email Marketing, Oklahoma City Thunder
- Megan Crilly, CRM Marketing Manager, Consumer Interactive, TransUnion
10:45 AM
10:45 AM ET
Sponsor Presentation & Coffee Break
11:15 AM
11:15 AM ET
Case Study Presentation: ESP Migration: A Survivor’s Tale?
The experience of moving your email across ESPs and optimization tools has been compared to grisly amputation scenarios. But you can survive it, says Rite Aid’s Mike Farrell. He shares lessons learned from his recent migration journey – about choosing the right new tools, integrating them into email, and maximizing the tech you just bought into.
- Presenter
- Mike Farrell, Head of Digital & Performance Marketing, Rite Aid
11:35 AM
11:35 AM ET
Case Study: Ready for takeoff! Redesigning the customer pre-departure experience
How does the world's largest airline evolve its email strategy to meet changing customer needs? Building customer relationships takes effort and understanding. Delivering experiences based on that understanding takes innovative thinking, planning, collaboration, and persistence. Laura will discuss how American has grown its customer-first, personalized communications to better support travelers before, during, and after travel. She will dig into data, design, and consensus-building strategies. From radical shifts to subtle enhancements, hear details of what it takes to launch a redesigned customer journey.
- Presenter
- Laura Casey, Sr. Analyst Global Marketing CRM /Email Marketing, American Airlines
12:00 PM
12:00 PM ET
Roundtable: Technology and Data Solutions We Can’t Live Without
Let’s trade notes. What tools and solutions are your go-tos? And how did you choose them?
- Featuring
- Kestrel Lemen, Senior Manager of Lifecycle Marketing, Zillow
12:00 PM
12:00 PM ET
Roundtable: Cracking the Code in Email Deliverability and Frequency
We’ll take a deep dive into the email deliverability tactics that will boost your reach and discuss just how many is “too many” emails to be sending to your consumers.
- Featuring
- Donna Lyon, Director Marketing: Email Channel/Domains/Brand Protection, Ally Financial Inc.
12:00 PM
12:00 PM ET
Roundtable: Customer Journeys You Need To Be Automating Right Now
- Featuring
- Chelsie Mitchell, Senior Manager, Loyalty and Personalization, Advance Auto Parts
12:45 PM
12:45 PM ET
Sponsor Lunch Presentation
2:00 PM
2:00 PM ET
Kayak Tour
Golf at Omni Long Point Course
Beach Games & Hang-out
6:30 PM
6:30 PM ET
Cocktail Party
Magnolia Garden (outdoors @ Omni Resort)
7:30 PM
7:30 PM ET
Dinner
Magnolia Garden (outdoors @ Omni Resort)
Tuesday, 04/09
7:45 AM
7:45 AM ET
Coffee Service Available
Cumberland ABC Foyer
8:00 AM
8:00 AM ET
VIP 1:1 Meetings
Cumberland C
8:30 AM
8:30 AM ET
Breakfast Buffet Opens
Cumberland ABC Foyer
9:15 AM
9:15 AM ET
Sponsor Breakfast Presentation
Cumberland AB
9:35 AM
9:35 AM ET
Notes from the Emcee
- MC
- Erin Everhart, Senior Director of Event Programming, MediaPost
9:45 AM
9:45 AM ET
Keynote Q&A: Beyond the Inbox: Mastering Marketing for Your Target Audience
Great email campaigns don’t exist in a vacuum. They require a full-funnel approach, optimized experiences along the journey, and a keen eye on understanding how consumer behavior is changing across generations. Jeff Gibson, Senior Vice President of Marketing Services at Mastercard, will discuss how to leverage evolving technology to reach a consumer with increasing expectation that drives ROI and sustains long-term loyalty.
- Interviewee
- Jeff Gibson, Senior Vice President of Marketing Services, Mastercard
- Interviewer
- Erin Everhart, Senior Director of Event Programming, MediaPost
10:15 AM
10:15 AM ET
Mini Case Study: Re-Livening Loyalty
LIVELY relaunched their loyalty program as they were facing challenges with inactive customers, program growth, and uncompelling incentives. Hayley explains how rebranding both the program itself as well as all corresponding touchpoints (email flows being #1) helped provide customers with a more personalized and exciting experience and drove home their CRM objectives heading into the new year.
- Presenter
- Hayley Squire, Director, Lifecycle Marketing, LIVELY
10:30 AM
10:30 AM ET
Sponsor Presentation & Coffee Break
11:00 AM
11:00 AM ET
Panel: The Intersection of Email Marketing and Loyalty Programs
Your internal stakeholders probably consider the “email” and “loyalty” interchange, but we know better. While the lines are starting to blur between the two, not every loyalty activation needs an email, and every email shouldn’t be about rewards. How does email marketing best complement a loyalty program? How does email drive retention and visit frequency outside of your loyalty program?
- Moderator
- Lola Gandara, Head of Deliverability, Digital Marketing Operations, JLL
- PanelistS
- Kaley Jansen, Senior Analyst, Email Marketing, Spirit Airlines
- Hayley Squire, Director, Lifecycle Marketing, LIVELY
11:35 AM
11:35 AM ET
Presentation: Did You Hear The One About? Injecting Humor and Personality in Your Email Marketing
As consumer masses delete most of the 120 email they get each day, marketers have a fraction of a second to make the critical connection. The more you can humanize your brand, the better chance you have in doing just that and adding a little humor is an easy way to connect, engage and, ultimately, entertain. Join Fidelity Investments’ Senior Marketing Manager Elliot Curry to see how he’s giving his content some personality to create that two-way connection with his customers.
- Presenter
- Elliott Curry, Sr. Marketing Manager, Fidelity Investments
12:00 PM
12:00 PM ET
Roundtable: Audience Segmentation Strategies: Customer Groups or True 1-1 Targeting?
What are the limits and practicality of nano-targeting for a given campaign? When is broader segmentation better?
- Featuring
- Debbie Gee, Senior Lifecycle Marketing Manager, LegalZoom
12:00 PM
12:00 PM ET
Roundtable: It’s The Creative, Stupid!
Let’s compare notes on creative approaches, copy, imagery, humor, data that is making your users open, read and respond.
- Featuring
- Susan Bell, Marketing Manager, Email and SMS, The Sherwin-Williams Company
12:00 PM
12:00 PM ET
Roundtable: That AI Roundtable
Beyond subject lines and draft emails, where and how are you leveraging the bright shiny object?
- Featuring
- Kelly Haggard, VP, Marketing Innovation, Synchrony Financial
12:45 PM
12:45 PM ET
Sponsor Lunch Presentation
2:00 PM
2:00 PM ET
Amelia River Cruise
Pickleball
Pool Hang-Out
6:30 PM
6:30 PM ET
Cocktail Party
Walkers Landing (5 min shuttle ride - Departs at 6:15pm SHARP!)
7:30 PM
7:30 PM ET
Dinner
Walkers Landing (via shuttle - 5 min ride from Omni)
9:00 PM
9:00 PM ET
After-Party
At Omni Resort
Wednesday, 04/10
8:00 AM
8:00 AM ET
Breakfast Buffet Opens
Cumberland ABC Foyer
8:45 AM
8:45 AM ET
Sponsor Breakfast Presentation
Cumberland AB
9:00 AM
9:00 AM ET
Case Study: Test, Learn, Rinse, Repeat | Managing Global and Multi-brand Campaigns
Doing it once is the easy part. How you roll out email marketing, audience segmentation and database management across a portfolio of brands and a variety of countries is a different ball game -- and requires a whole lot of testing and learning. Rebecca Herwitt, Kimberly-Clark's Global CRM Lead, will share how she's scaling across 10+ brands and dozens of countries to be globally effective and locally efficient.
- Presenter
- Rebecca Herwitt, Global CRM Lead, Kimberly-Clark
9:30 AM
9:30 AM ET
Sponsor Spotlight & Coffee Break
10:00 AM
10:00 AM ET
Case Study: Unlocking New Ways to Test and Optimize Email Campaigns
LegalZoom will delve into strategies and tools that has enabled them to unlock interesting insights and findings that were applied to campaigns. Debbie will explore ways they have optimized journeys and audience segmentation to drive measurable and meaningful results.
- Presenter
- Debbie Gee, Senior Lifecycle Marketing Manager, LegalZoom
10:30 AM
10:30 AM ET
Summit Concludes