Marketing Operations and Transformation Forum

I. WELCOME & INTRODUCTION (11:00 – 11:10AM ET)

II. MEMBER ROUNDTABLE DISCUSSION: AGILE MARKETING TRANSFORMATION (11:10 – 11:45AM ET)
After years of working in silos, continuous firefighting, and lack of clear priorities, the Navy Federal Credit Union marketing department decided something had to change. Inspired by the efficiencies of the Agile Methodology for software development, they wondered if it, too, could work for marketing deliverables. In this roundtable discussion, learn how Navy Federal made the transformation to agile work for them, and how your team can adopt this framework to improve operations. Come prepared to share your experiences in agile or bring questions to ask fellow members about their agile marketing transformation process.

Moderators:
Jennifer Lennon, AVP, Marketing Operations – Navy Federal Credit Union
Michelle Schoening, AVP, Marketing Communications – Navy Federal Credit Union
Nicole Crawley, Manager Project Management – Navy Federal Credit Union
Lori Taylor, Manager Web Strategy – Navy Federal Credit Union

III. HALEON: TRANSFORMATION OF IN-HOUSE SOCIAL INTELLIGENCE (11:45AM – 12:20PM ET)
Carved out of GSK and Pfizer, Haleon is a world-leading consumer health company with brands including Advil, Sensodyne, Centrum and more. Danny Gardner joined the company near its inception to build a social intelligence team in-house from the ground up. Learn how he ushered Haleon through this period of transformation, scaling social intelligence organization-wide while tapping into new data sources to develop smarter insights.

Speaker:
Danny Gardner, Analytics Manager, U.S. and North America Social Intelligence Lead – Haleon

IV. BREAK (12:20 – 12:30PM ET)

V. MARKETING ACCOUNTABILITY STANDARDS BOARD (MASB): ESTABLISHING MARKETING ORGANIZATION BEST PRACTICES (12:30 – 1:00PM ET)
It is generally accepted that marketing organizations are in disarray. High turnover at the CMO level trickles down the org chart where a dizzying proliferation of titles has ensued. MASB is working to make sense of the chaos by establishing a standard for optimal marketing organization. Learn more about the research they are conducting, and how you can contribute to their efforts.

Speakers:
Frank Findley, Executive Director – Marketing Accountability Standards Board
Joanna Seddon, CEO – Marketing Accountability Standards Board