Annual Conference Marketing

2024 Annual Conference: Marketing

Neil Morgan

Strategic Excellence in Marketing: Enhancing Organizational Effectiveness

Neil Morgan, Marketing Professor, Wisconsin School of Business

Join Neil Morgan for a compelling session on the strategic imperatives that drive winning marketing organizations. In this presentation, Neil will examine key elements that enhance operating effectiveness, offering insights grounded in his extensive research and expertise. The session will explore the critical aspects of building and sustaining high-performing marketing teams, providing a holistic view of the strategies necessary for success.

Through a blend of theoretical frameworks and practical examples, Neil will highlight the critical importance of developing robust marketing capabilities that align with organizational goals. Attendees will gain valuable perspectives on creating a cohesive marketing strategy that not only meets current market demands but also anticipates future challenges and opportunities.

Key session takeaways:

  • Understand the foundational principles that underpin successful marketing organizations.
  • Explore strategies for enhancing operational clarity and aligning team efforts towards a shared mission.
  • Learn the significance of fostering innovation and agility within marketing teams.

This session promises to equip marketing leaders with actionable insights and a strategic mindset to elevate their organizational effectiveness and drive sustained success in an ever-evolving marketplace.

Dan Gingiss

A Remarkable Customer Experience Is Your Biggest Competitive Advantage

Dan Gingiss, Author of The Experience Maker

In today’s competitive landscape, standing out requires more than just great products or prices. Join Dan Gingiss, customer experience expert and former Fortune 500 executive, to discover how remarkable customer experiences can be your ultimate differentiator. Based on his book, “The Experience Maker,” Dan will share practical strategies and examples from various industries to show how creating memorable experiences can turn customers into loyal advocates. Learn how to make customer experience your strongest competitive advantage and walk away with actionable insights to deepen your customer connections.

Key session takeaways:

  • Identify the most shareable customer experiences and understand why they resonate.
  • Apply a simple, 5-step framework for creating remarkable, shareable experiences.
  • Leverage successful examples from multiple industries to inspire practical, cost-effective ideas.

This session is designed for marketing leaders, customer experience professionals, and business strategists seeking to differentiate their brands through exceptional customer experiences. Gain valuable insights and practical tools to enhance your strategy and drive business growth.

Spencer X Smith

Maximizing Marketing ROI with Social Media: Strategies from ROTOMA

Spencer X Smith, Author of ROTOMA: The ROI of Social Media Top of Mind

Discover the power of social media to drive measurable business results with Spencer Smith. This session will focus on mastering content and communication strategies, marketing ROI, and social media and influencer marketing. Tailored for both B2B and B2C audiences, Spencer will provide actionable insights to enhance your brand presence and engagement.

Key session takeaways:

  • Develop compelling storytelling and multi-channel strategies to resonate with your target audience.
  • Learn how to measure and optimize marketing performance to secure budget and stakeholder support.
  • Leverage social media and influencers to boost your brand presence and foster strong engagement.

Whether you are a marketing leader in a B2B or B2C organization, this session will equip you with the knowledge and strategies to elevate your social media game and achieve tangible business outcomes. Don’t miss this opportunity to transform your marketing efforts with the power of ROTOMA (Return On Top Of Mind Awareness).

BrandLab speakers

Leveraging Diversity to Drive Market Growth: The Business Case for DEI&B in Marketing

Featuring panelists Kelli Williams, Mary Beth George, Anthony Romano, and Marilka Velez

Join us for an insightful session featuring leading voices in marketing and diversity, as we explore the powerful impact of diverse, equitable, and inclusive workspaces on business growth and market competitiveness. Our distinguished panel will share their experiences and strategies for leveraging diversity to drive market growth and reflect customer values.

This session will highlight the tangible business benefits of diversity within marketing teams. You’ll gain insights into how inclusive campaigns resonate more deeply with diverse customer bases, fostering loyalty and promoting social responsibility. Discover the positive outcomes experienced by our panelists and learn how organizations like The BrandLab can support your efforts to diversify your marketing teams.

Key session takeaways:

  • Recognize the gap between the diversity of marketing teams and their customer base.
  • Understand the business benefits of fostering diversity within marketing teams.
  • Learn from real-world examples and positive outcomes shared by the panelists.
  • Explore how organizations like The BrandLab can assist in diversifying your marketing teams.
  • Gain actionable insights to support and champion DEI&B initiatives within your own company.

This session is designed for marketing professionals at all levels, providing valuable perspectives and practical strategies to enhance your organization’s market competitiveness through diversity, equity, inclusion, and belonging.

Marketing Track Sponsor

Interested in sponsoring our Marketing track? Contact us to learn more.

Register now

Steering Committee

Steering Committee members provide guidance on track content, topic suggestions, and speaker selection. Thank you to the 2024 Marketing Track Steering Committee:

Anne Norman
Anne Norman
EVP, Chief Marketing Officer
UW Credit Union

Scott Edmunds
Scott Edmunds
VP Marketing

Sherina Smith
Sherina Smith
Chief Marketing Officer
American Family Insurance

Practice Director

Tom Hershberger

Position title: Marketing Practice Director


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.