MARKETING Track Speakers

The conference runs from 7:30 am to 4:40 pm.

After the Opening Keynote, Networking Break and Strategic Briefings, the Marketing Track, which takes place in Ballroom A, offers an exceptional group of speakers:

10:20–10:25 am
Dawn Meier

Track Introduction

Dawn Meier



10:25–11:00 am
Paula Kroening

Brand Marketing in a Digital Age

Paula Kroening
North America Partner Lead, Google


Over the past decade, the traditional model of brand marketing has been radically disrupted by digital and social media. Brand marketing is becoming permission based: consumers have increasing control over the media they consume and will ignore brand advertising unless it engages, entertains or educates. So how do you earn your customer's attention and turn them into advocates? By walking you through success stories and research based insights, we'll show you how to get consumers to emotionally connect and engage with your brand in the digital age.

About Paula »


Paula Kroening is a passionate brand builder with a broad base of experience in the CPG industry. Currently, Paula is a North America Partner Lead at Google where she oversees the relationship with a top snack food company, helping them harness the full potential of digital and drive broader transformation across the organization.

Prior to Google, Paula led advertising sales efforts in the Midwest for a social video platform as well as a few of the most beloved print brands from Meredith Corporation and Time Inc. Paula also spent time on the media agency side, building strategy for top marketers.


11:05–11:40 am
Jennifer Polk Gartner

Marketing GPS: How to Measure Each Point in Your Customer Journey

Jennifer Polk
Research Director, Gartner

Marketing’s responsibility now extends beyond campaigns and content, into customer experience leadership, strategy and design. Leading marketing organizations align marketing strategies, allocate resources and optimize activities along the customer journey, using data and analytics to guide their decision making. In this session, we’ll cover techniques and technologies marketing leaders can use to identify and track customers along their journey; measure and improve marketing impact at each point in the journey; and deliver more loyal, satisfied customers and brand advocates along the way.

About Jennifer »

Jennifer Polk specializes in digital commerce and advising marketing leaders on how to align multichannel marketing to the buying journey and use techniques like customer journey analytics, data-driven segmentation, personalization, mobile and social commerce to drive digital commerce results. Jennifer also covers multichannel campaign management platforms and digital marketing agencies.

Previously, Jennifer worked at a digital marketing agency, developing and executing multichannel marketing campaigns to drive customer engagement and business results. Prior to that, she led a social marketing center of excellence for Sears Holdings Corporate, where she helped multiple business units develop social marketing strategies, incorporate social into multichannel marketing and measure the business impact of social marketing on e-commerce results. Jennifer also held positions in brand management at Sears Holdings Corporate, as well as roles in sales and account-based marketing at JPMorgan Chase.


11:45 am–12:20 pm
Sara Meaney BVK

The Future of Brand Marketing is DIY

Sara Meaney
Managing Director, BVK


Owned media is like the Home Depot of the marketing world. While that may sound crazy, all signs are pointing to the fact that brands have an unprecedented opportunity to double down on their investment in their owned marketing assets, channels and audiences. After decades of shifting dollars away from one channel and into another, only to wake up today with historically low consumer trust in media, hyper-fragmented distribution channels and data analysis paralysis. With the right balance of knowledge and tools, investing in your owned media will help you gain more control over your message, your medium and your customer relationships. There’s never been a better time for a brand home improvement project.

About Sara »


Sara Meaney is Managing Director at top independently owned advertising agency, BVK. She leads the agency’s Foxtrot Content Studio and Earned Media teams, including public relations, social media, experiential marketing and promotions offerings. She is also responsible for the growth and positive reputation of BVK, ensuring the agency attracts and retains the best clients and talent. Her professional passions play out in her expertise in the categories of the psychology of marketing, strategic communications and human social motivation.

Previously, Sara spent several years in sales and corporate sales training, as well as working for a publicly traded healthcare logistics company in Ireland. Sara returned to the U.S. to oversee the marketing communications of an investment firm in Colorado. But the Midwest ultimately called her back home, where she launched and grew a specialized communication agency that quickly became known for its leadership in social media. When the agency expanded, she led her company through a merger with a full-service advertising agency and served as president of the combined agency.

Sara volunteers her time on the boards of directors of several Milwaukee-area nonprofit arts and cultural organizations, including Milwaukee Film and the Skylight Music Theater, and is a member of the GMC - Greater Milwaukee Committee. Sara has been recognized in the Business Journal’s Forty under 40, is a graduate of the University of Wisconsin–Madison and has completed executive education programs at Harvard Business School and Kellogg School of Management. She is a proud mom of two middle school-aged daughters.


1:35–2:10 pm
Michelle Dauchy Mercury Marine

Go Boldly: Rebranding Through
the Power of Real Life Stories

Michelle Dauchy
Chief Marketing Officer, Mercury Marine

Our enemy is not the competition, our enemy is indifference. Brands suffer because they get caught in a “sea of sameness” where everyone sounds the same, thinks the same and talks the same. Rebranding a 78 year old B2B company to focus on the consumer is a bold move – but to move forward, and continue to grow, Mercury Marine had to boldly do what others in the marine industry wouldn’t do. But it all starts with a story — your story, your experience and your belief that the brand can confidently deliver an adventure that will be remembered for a lifetime. You’ll learn how Mercury Marine broke tradition to create a new one and a behind the scenes look at how they did it.

About Michelle »

Michelle Dauchy is the Chief Marketing Officer at Mercury Marine, overseeing the company's global marketing team. Mercury Marine, as part of the Brunswick Corporation, is the world’s leading manufacturer of marine propulsion systems.

Michelle joined Mercury Marine in July 2015 bringing with her nearly two decades of global marketing experience in the consumer packaged goods industry at S.C. Johnson. She is passionate about building and leading high performance teams and creating iconic global brands and marketing strategies grounded in consumer insight.

Prior to S.C Johnson, Michelle held senior leadership positions with Bankers Trust Company and Chemical Bank in New York.

Michelle has a Bachelor of Arts in economics from Dartmouth College and a Master of Business Administration in marketing from Northwestern University’s Kellogg Graduate School of Management.

In her free time Michelle enjoys spending time with her husband and three children as well as being active in fitness and travel. Michelle is originally from New York City but currently resides in Mequon, Wisconsin.


2:15–2:50 pm
Marsha Lindsay

The Crisis All Content Marketers
Face and How to Mitigate It

Marsha Lindsay
Chair and Chief Strategist, Lindsay, Stone & Briggs

While growth strategies vary by company, one particularly in favor right now is “content marketing:” 80 percent of B2B companies and 76 percent of B2C brands are engaged in it. Accenture describes it as “to business what water is to life: an essential element for health and growth.” However, a rigorous study by Lindsay, Stone & Briggs has uncovered a crisis facing content marketers due to five major causes, none of which are going away soon. It means content marketing as currently practiced by most companies is highly unlikely to be a growth accelerator and their primary focus on it could very well decrease their company’s odds of long-term success. The good news is that another LSB meta-analysis (this one rich with case-based evidence and longitudinal data) has identified best practices that can mitigate—even to some degree overcome—the crisis if immediately embraced by a marketer. In this presentation you’ll learn these and other elements of a solution framework along with the “canaries in the coal mine” that prove the crisis is real and already on your doorstep.

About Marsha »

Marsha Lindsay is Chair and Chief Strategist at Lindsay, Stone & Briggs, the firm known for accelerating the profitable growth of brands and their innovations. Clients served by LSB range from the Fortune 100 and multinationals to venture capital-infused start-ups. In 2014, Ad Age named the firm Small Agency of the Year for its creative prowess and marketing effectiveness.

Marsha’s particular expertise is the psychology of human decision-making and behavioral economics. That is, the science of how to get people to prefer a brand and then, how to trigger them to take action. Her insights have been reported by Investor’s Business Daily, NPR, The New York Times; her advice published in Fast Company, Adobe’s CMO.com, Forbes, Ad Age, Becker’s Hospital Review and the international Journal of Brand Strategy. Her thought leadership has been featured at The Conference Board, Deloitte’s think-tank at UC Berkeley, Zurich’s GD Institute of Economic and Social Studies, The World Business Forum in New York City and this October, at London’s Marketing Effectiveness Week.

Marsha received her Masters from the UW Madison where she now serves on the Dean’s Advisory Board of the School of Business, and the Advisory Board of the Business School’s MBA Center for Brand and Product Management.

STEERING COMMITTEE

Steering Committee members provide guidance on track content, topic suggestions and speaker selection. Thank you to the 2017 Marketing Track Steering Committee:

Adrienne HartmanAdrienne Hartman
Director of E-Commerce and Inbound Sales
J.J. Keller & Associates

Jack PalazzoloJack Palazzolo
Vice President, Marketing
Sub-Zero Group, Inc.

Stacey NaffahStacey Walthers Naffah
Vice President, Sales and Marketing
Wm. K. Walthers, Inc.

Lands' EndMike Zhang
Vice President, Head of Global Innovation
Lands' End

Dawn MeierDawn Meier
Marketing Practice Director
UWEBC

The Day At a Glance

Your day at the Business Best Practices & Emerging Technologies Conference is packed with content:

7:30-8:30 am Registration and Networking
8:30-9:30 am Opening Keynote featuring T.K.Rengarajan
9:30-10:20 am Networking Break & Strategic Briefings
(Strategic Briefings are from 9:45 to 10:10 am)
10:20 am -12:20 pm Track Sessions in Ballroom A
12:20-1:30 pm Lunch & Table Topics
1:30-2:50 pm Track Sessions in Ballroom A
2:50-3:40 pm Networking Break & Strategic Briefings
(Strategic Briefings are from 3:05 to 3:30 pm)
3:40-4:40 pm Closing Keynote featuring Carey Lohrenz
4:40-4:45 pm Raffle and Conference closes

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