Content Marketing
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Networking Breakfast (9:00 – 9:30 a.m. ET)
Introductions (9:30 – 9:40 a.m. ET)
Roundtable Discussion (9:40 – 10:00 a.m. ET)
Session I. Social and Streaming: A Combination Powering Brands Across the Consumer Journey (10:00 – 10:35 a.m.ET)
It’s no secret that social media and streaming TV dominate our downtime. Whether it’s scrolling on Tik Tok, or binging The Bear, we spend a huge chunk of our time on social media and streaming platforms. Today, we’ll examine the interplay between these two channels and explore how to successfully bring together social and streaming brand strategies. We’ll dive into the different mindsets, motivations, and perceptions users have on social media and streaming TV, and how these differences affect ad receptivity and brand trust. A holistic consumer journey includes a variety of channels and devices across both streaming and social – and the best brand strategies tap into the power of both these platforms. When it comes to social and streaming – there’s never been a clearer definition of “better together.”
Join us to learn how to fully take advantage of the user experience across social and streaming platforms.
Speakers:
Jordan Rost, Head of Ad Marketing - Roku
Amy Casale, Senior Manager, Ad Research - Roku
Session II. The Power of Capturing and Leveraging First-party Data at theSkimm (10:35 – 11:10 a.m. ET)
As the media industry faces ever-evolving challenges to maintain audience engagement, the ability to capture and maintain first-party insights has never been more important. As one of the first media trailblazers to master the art of capturing first-party data, join theSkimm’s co-founders and co-CEOs Carly Zakin and Danielle Weisberg for a presentation that provides unprecedented insights into how to leverage this intel to acquire and maintain users, learn audience behaviors, and use this information to build content, events, and partnerships with outstanding results.
Speakers:
Carly Zakin, Co-Founder and Co-CEO - theSkimm
Danielle Weisberg, Co-Founder and Co-CEO - theSkimm
Session III. Building the College Ave Brand through Creator Content: How this Growing Lender Enrolls a Narrow Audience through a Small Window (11:10 – 11:45 a.m. ET)
In just 10 years, College Ave has become the second largest student lender in the United States. Aside from being a young brand, College Ave has the challenge of a limited marketing season, short window for repeat customers and the need to engage both parents and students during the loan process. They’ve surpassed all of these challenges year-over-year and have grown to one of the dominant players in the space. A big part of their success is investing in authentic content and storytelling - a critical part of their marketing mix since they launched in 2014. Angela and Joe walk you through their approach to building a brand and driving conversions using creator content.
Expect answers to: What do Angela and Joe consider to be “authentic” content? How do they use content to build trust while also being aggressive in their short selling season? How do they reach the right people? What types of content creators do they recruit and how do they balance credibility with followers? And more.
Speakers:
Angela Colatriano, Chief Marketing Officer - College Ave
Joseph Perello, Founder and CEO - Props Media Platform
Lunch/Wrap-up (11:45 – 12:45 p.m. ET)
**Schedule subject to change
SPEAKER BIOS
Jordan Rost, Head of Ad Marketing - Roku
Jordan Rost leads marketing for Roku's advertising business. He and his team help marketers understand shifting media behavior, re-imagine storytelling for the Streaming Decade, and make better ads. Prior to joining Roku, Jordan held leadership roles at Google, Nielsen, Adaptly, and Accenture.
Amy Casale, Senior Manager, Ad Research - Roku
Amy Casale leads Advertising Research at Roku, where she talks to streamers, at scale, to dive deeper into the “why” behind the “what”. In this role, Amy helps bridge the gap between consumer needs and advertiser opportunities, fueling ad innovation and driving meaningful value for both brands and audiences. Prior to Roku, Amy was at Kantar focused on cross media measurement and pioneering new creative testing solutions. She received her bachelor’s degree in psychology from Wake Forest University and is based out of New York.
Carly Zakin is the co-founder and co-CEO of theSkimm, a digital media company dedicated to giving women the information they need to navigate life’s most important decisions. Since hitting send on the first Daily Skimm email over a decade ago, Carly and co-founder Danielle Weisberg have cultivated a trusted community that reaches more than 16 million women. As their audience has matured, so has theSkimm, evolving beyond a singular newsletter into an award-winning ecosystem that includes dedicated newsletters in money, wellness, parenting, and shopping, a career podcast, an in-house creative agency, and a commerce arm that performs at 3x the industry standard. Carly has been featured on a number of prominent lists, including Forbes 30 Under 30 in Media, Vanity Fair's The Next Establishment, Fortune’s 40 Under 40, Variety’s Power of Women, Adweek's Young Influentials and The New York Times Best Sellers.
Danielle Weisberg, Co-Founder and Co-CEO - theSkimm
Danielle Weisberg is the co-founder and co-CEO of theSkimm, a digital media company dedicated to giving women the information they need to navigate life’s most important decisions. Since hitting send on the first Daily Skimm email over a decade ago, Danielle and co-founder Carly Zakin have cultivated a trusted community that reaches more than 16 million women. As their audience has matured, so has theSkimm, evolving beyond a singular newsletter into an award-winning ecosystem that includes dedicated newsletters in money, wellness, parenting, and shopping, a career podcast, an in-house creative agency, and a commerce arm that performs at 3x the industry standard. Danielle has been featured on a number of prominent lists, including Forbes 30 Under 30, Vanity Fair's The Next Establishment, Fortune’s 40 Under 40, Variety’s Power of Women, Adweek's Young Influentials, and The New York Times Best Sellers.
Angela Colatriano, Chief Marketing Officer - College Ave
Angela is a founding member of the College Ave team and has more than 20 years of experience in financial services and over a decade in student lending. She formerly served as Senior Director of Acquisition & Digital Engagement for Upromise. She held multiple leadership positions at Sallie Mae, including Director of Loan Product Delivery, and previously led the digital customer engagement strategy for Barclaycard US.
She received a BA from Towson University.
Joseph Perello, Founder and CEO - Props Media Platform
Joseph Perello is the founder and CEO of Props, a groundbreaking storytelling-as-a-service platform that seamlessly blends the engagement power of storytelling with the scalability and precision of paid media. Props empowers brands to connect with audiences who typically overlook traditional advertisements.
In addition to his role at Props, Joe serves on the board of directors of New York Cruise Lines, overseeing iconic brands such as Circle Line, New York Water Taxi, and World Yacht.
Before founding Props, Joe co-founded and led a successful digital agency in New York City, which he bootstrapped into an award-winning firm. The agency’s impressive client roster included Nike, Hewlett-Packard, Loews Hotels, Betterment, Cardtronics, and First Lady Michelle Obama.
In 2003, Joe was appointed by Mayor Michael Bloomberg as the first Chief Marketing Officer for the City of New York, a role designed to help rebuild the city post-2001. Reporting to Deputy Mayor Daniel Doctoroff, Joe and his team developed the city’s first self-funded marketing and promotional strategy, generating over $100 million and revolutionizing New York’s tourism industry. His innovative business model was recognized by Harvard Business School as one of the most forward-thinking approaches ever adopted by a city.
Joe also served as Vice President of Business Development for the New York Yankees during a period of unparalleled success. Reporting directly to the late George M. Steinbrenner, Joe played a key role in modernizing the Yankees’ front office, introducing innovative strategies in marketing, partnerships, and media that led to record-breaking achievements in digital media, ticket sales, and sponsorship revenue.
His diverse career includes leadership roles as a principal at UltraStar, a music and internet venture with David Bowie, and as EVP of Mars Health & Nutrition, where he collaborated with Muhammad Ali to launch a healthy snack food line. Joe began his career in direct marketing with MBNA America, a pioneer in affinity credit cards.
Joe is a respected voice in the industry, having lectured at Harvard Business School, Stanford University, and NYU. He is also a sought-after writer and speaker on marketing topics. A graduate of the University of Delaware with degrees in History and Journalism, Joe resides in Princeton, New Jersey, with his family.