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The Marketing-Led Digital Experience Revolution: How UW Credit Union Conquered Activity Ownership Through “Tailored Help”

Anne Norman, Executive Vice President, Chief Marketing & Product Strategy Officer, UW Credit Union

For Marketing leaders ready to own the full digital journey

UW Credit Union’s Chief Marketing & Product Strategy Officer Anne Norman will share insights and lessons learned from their eight-year transformation from traditional multichannel campaigns to comprehensive digital experience orchestration. As digital touchpoints increasingly dominate the customer journey, the question isn’t whether marketing should lead experience orchestration, it’s how to do it effectively.

Anne will reveal UWCU’s “Tailored Help” personalization strategy and demonstrate how marketing can effectively orchestrate seamless digital experiences through strategic collaboration with product, IT, and operations teams. Attendees will learn practical frameworks for cross-functional journey orchestration, including UWCU’s innovative CRM Technologies Council model that unites marketing, technology, and operations to drive both member experience and operational efficiency.

The presentation will cover real wins and failures from UWCU’s journey, providing attendees with actionable strategies for leading collaborative digital experience initiatives in their own organizations.

Perfect for marketing leaders grappling with fragmented digital experiences and ready to expand their influence beyond traditional demand generation into collaborative customer journey orchestration.

Key Session Takeaways

• How UWCU’s marketing team took the lead in digital experience orchestration through cross-functional alignment.
• How “Tailored Help” personalization connects marketing, product, and tech around a shared customer journey.
• Practical ways to turn fragmented digital touchpoints into a unified, high-impact experience.

Anne Norman

Executive Vice President, Chief Marketing & Product Strategy Officer
UW Credit Union

Anne Norman leads marketing, brand, and product strategy at UW Credit Union. She has been instrumental in advancing UWCU’s digital member experience strategy, including the creation of a cross-functional Product Strategy Teams and a CRM Technologies Council to use a data-informed approach to improving key moments along the member journey. With a focus on alignment, influence, and collaboration across teams, Anne brings practical insight into how marketing can lead personalization and change.
 
 
 
 
 

Brand Building in the Age of Average

Scott Edmunds, Senior Vice President, Marketing, Kohler Co.

Today’s marketing landscape is flooded with content that all starts to feel the same: safe, polished, and forgettable. So how do standout brands rise above the noise? In this session, Scott Edmunds explores what it really takes to build a brand that breaks through. He’ll unpack the drivers of sameness in the digital age and share practical ways to bring clarity, emotion, and boldness back into brand storytelling. You’ll hear what separates brands that blend in from those that stick and leave with ideas your team can use to push beyond average.

If your brand feels a little too familiar or you’re tired of playing it safe, this session will help you think bigger, sharper, and braver.

Key Session Takeaways

• What’s fueling the “age of average” and why it’s a threat to brand impact.
• How bold storytelling and emotional clarity create standout brands.
• Ways to challenge your team to think creatively and act with purpose.

Scott Edmunds

Senior Vice President, Marketing
Kohler Co.

Scott Edmunds leads marketing strategy and execution across Kohler Co.’s diverse family of businesses and global brands. His work spans performance, digital, channel, and campaign marketing—supporting omni-channel growth across direct-to-consumer, retail, e-tail, professional, and trade audiences. Over his two decades at Kohler, Scott has held a variety of leadership roles, including overseeing global marketing and product development for Kohler Faucets. He’s passionate about building teams, aligning strategy to growth, and evolving how marketing drives impact. Scott also serves on the Board of Directors for the National Kitchen & Bath Association.
 
 
 
 

Panel Discussion: Making Gen AI Real – How Marketers Are Putting It to Work

Featuring panelists from Inpro, Mason Companies, and Harley-Davidson

Building on themes introduced in the keynote by Ethan Mollick, this panel features three senior marketing leaders who are putting generative AI to work in their organizations. They’ll share practical, real-world examples of how Gen AI is boosting productivity, inspiring creativity, and streamlining marketing operations.

Reflecting a range of starting points, the panel includes perspectives from teams just beginning to experiment with AI as well as those more advanced in adoption. Designed for a diverse mix of B2B and B2C professionals, this session delivers candid insights, tangible applications and lessons learned to equip marketing leaders and experienced professionals to lead confidently in a rapidly evolving space.

Key Session Takeaways

• Real examples of how marketing teams are using Gen AI to boost creativity and efficiency.
• Lessons from both early experiments and advanced applications across B2B and B2C settings.
• Practical guidance to help you lead AI adoption with confidence and clarity.

Kim Holman

Vice President of Marketing
Inpro

Kim Holman serves as Vice President of Marketing at Inpro, where she leads brand strategy, product marketing, and customer engagement initiatives. With a focus on aligning cross-functional teams, she drives innovation and market responsiveness in the building materials industry. Kim brings a collaborative leadership style that emphasizes customer-centricity and operational excellence.
 
 
 
 
 

Ted Rogers

Chief Marketing Officer
Mason Companies

Ted Rogers is Chief Marketing Officer at Mason Companies, where he leads integrated marketing, digital commerce, and customer experience strategies across a portfolio of retail brands. With over two decades of executive experience in retail, e-commerce, and credit industries, Ted is a seasoned marketing and e-commerce expert dedicated to driving growth, expansion, and customer loyalty for both B2B and B2C organizations.
 
 
 
 
 

Speaker 3

Harley-Davidson

Speaker 4

Session Title

Bryan Brandt, Senior Vice President, Chief Marketing Officer, Oshkosh Corporation
 
 
 
 
 
 

Bryan Brandt

Senior Vice President and Chief Marketing Officer
Oshkosh Corporation

Bryan Brandt is Oshkosh Corporation’s senior vice president and chief marketing officer, a role he has held since September 2018. In this capacity, he is responsible for global branding and communications, community engagement, and enterprise simplification and continuous improvement. He is also deeply committed to fostering a people-first culture within the organization.

Before joining Oshkosh Corporation, Bryan held senior commercial and operational roles at Bemis Company, Inc. (now Amcor), most recently serving as vice president of marketing and transformation.

Bryan is actively involved in the community. He serves as chairman of the board for the Oshkosh Area United Way, president of the nonprofit organization Feed the Body Feed the Soul, and vice president and trustee of the Oshkosh Corporation Foundation. Bryan holds a Bachelor’s degree in Business Administration from the University of Colorado Boulder.