Oshkosh Corporation had long been recognized for its strong product brands—such as Pierce fire trucks, JLG boom lifts and McNeilus refuse vehicles—but it lacked a unified corporate identity. The company’s transformation into a purpose-driven, industrial technology brand didn’t begin with a marketing campaign; it began with a cultural shift.
This session will explore how Oshkosh aligned its internal culture, brand messaging, and business strategy to reshape perceptions among team members, customers, investors and other key audiences. You’ll discover how leadership played a pivotal role in driving cultural change, why “Technology for Everyday Heroes” became more than just a tagline, and what it took to reposition a legacy manufacturer as a technology leader in electrification, autonomy, AI, and intelligent connected products—shaping the future of airports, neighborhoods, job sites, and battlefields.
If you’re working to bring more clarity, purpose, or alignment to your organization, this session offers practical insights for growing a lasting brand.
Key Session Takeaways
Why culture is the foundation of brand—and how leaders can shape it
How brand clarity and purpose helped reposition Oshkosh as a technology company
What it takes to earn trust across employees, customers, and investors
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.
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
Enjoy a highlight clip from this session:
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 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.
Enjoy a highlight clip from this session:
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 Kim Holman from Inpro, Ted Rogers from Mason Companies, and Tom Murray from Harley-Davidson
Enjoy a highlight clip from this session:
Panel Discussion: Making Gen AI Real – How Marketers Are Putting It to Work
Featuring panelists Kim Holman from Inpro, Ted Rogers from Mason Companies, and Tom Murray from 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.
Tom Murray
Harley-Davidson
Tom Murray serves as General Manager of Digital Products and Experiences at Harley-Davidson, where he leads digital strategy, customer facing digital platforms, and omnichannel experience initiatives. He is responsible for advancing innovation and scaling digital capabilities to deliver seamless brand experiences across global markets. With a focus on integrating technology, talent, and customer engagement, Tom drives growth while reinforcing Harley-Davidson’s iconic brand in the digital era.
Steering Committee
David Drotos
Position title: Chief Executive Officer Insurovate
Tom Hershberger serves as the Marketing Practice Director for the UWEBC, working with member companies to enable peer-to-peer learning. Tom believes in the power of collaborative exchange and strives to create an environment where innovation, learning, and practical application intersect. Through his guidance, member companies not only learn from each other but also build valuable networks that extend beyond traditional learning.
In addition to promoting peer learning, Tom leads group discussions on emerging technologies with the potential to help fellow marketers stay ahead of the curve. Tom brings more than 25 years of marketing and product development experience, including top B2C brands such as Kimberly-Clark, Johnson Wax, Oscar Mayer, and Kraft Foods. He has also led marketing and innovation teams with B2B product and service companies and has successfully commercialized new products and technologies.
Tom earned an MBA in marketing and an MS in Biotechnology from UW-Madison and a BS in Chemical Engineering from the University of Illinois. He holds seven patents, is a Six Sigma Black Belt, and is a Certified Project Manager.
Highlights from last year's Marketing Track
Here are a few highlights from last year’s Marketing track:
Purpose-Built Brand: How Culture Powered Oshkosh’s Transformation
The Marketing-Led Digital Experience Revolution: How UW Credit Union Conquered Activity Ownership Through “Tailored Help”
Brand Building in the Age of Average 
Panel Discussion: Making Gen AI Real – How Marketers Are Putting It to Work 
Kim Holman
Ted Rogers
Tom Murray
