Marketing Operations Day

WELCOME REMARKS

Peter Kenigsberg

Director, Brand & Media ANA

AT&T KEYNOTE ADDRESS

To begin Marketing Operations Day, Janna Ducich, senior vice president of marketing planning and operations at AT&T, will deliver our keynote address. As a former CMO of AT&T Mexico and Cricket Wireless, Janna understands the importance of marketing operations to act as a strategic partner to the marketing organization. For those operations leaders who feel stuck serving short-term, tactical needs, Janna will explain how she has elevated the importance of marketing operations to earn a seat at the table of senior leadership discussion.

Janna Ducich

SVP, Marketing Planning and Operations AT&T

CATCHING LIGHTNING IN A BOTTLE: HOW FINANCE & PROCUREMENT CAN HELP HARNESS CUSTOMER AND BUSINESS IMPACT FROM CREATIVE AGENCY INSPIRATION

Does your Marketing department view Finance and Procurement as a roadblock rather than an enabler? Is it difficult to advocate for funding to bring to life compelling ideas? Does it sometimes feel like your Agency doesn’t understand your business needs? This presentation will foster deeper understanding of your uniquely different but synergistic functions and share some simple solutions for helping each other meet shared goals.

Andrew Kirk

Executive Director of Marketing Operations CVS Health

SPEAK THE SAME LANGUAGE: PUMA’S OPERATIONS PHILOSOPHY FOR CROSS-DEPARTMENT ALIGNMENT

A convergence of people, process, and technology, marketing operations is the essential center of excellence that keeps the marketing organization aligned on its goals. For Hermann Hassenstein, senior head of marketing operations for global marketing at PUMA, “aligned” is the operative word. Hermann and his team are responsible for launching PUMA’s first-ever marketing analytics team, building brand trackers from scratch as well as global naming conventions that keep everyone on the same page. But it’s not about forcing teams to adopt a rigid universal system. Hermann understands that different personalities thrive across the organization and has developed systems that complement each team’s unique ways of working. Learn how Hermann balances global standards with bespoke touchpoints to develop an organization in which everyone speaks the same language.

Hermann Hassenstein

Senior Head of Marketing Operations, Global Marketing PUMA

CREATING AN INVESTOR MINDSET CULTURE

Bimbo Bakeries USA has developed an agile experimentation platform to help shift marketing from being a cost center to a profitable growth engine. Nicole Kane, vice president of media and marketing transformation, will speak to their operating model through the lens of people, process, and technology.

Nicole Kane

Vice President, Media and Marketing Transformation Bimbo Bakeries USA

THE ART AND SCIENCE OF MARKETING OPERATIONS AT TENET HEALTHCARE

Tenet Healthcare has more than 475 ambulatory surgery centers and surgical hospitals, 61 acute care hospitals and approximately 110 additional outpatient centers and other sites of care. The enterprise relies on a high-performing marketing team that drives strategic processes to keep the marketing organization aligned toward service line growth and shared KPIs on a national scale. Leading the marketing team is Olivia Nadler, vice president of marketing operations, whose commitment to brand growth is the foundation of her goal to create marketing process efficiencies in the highly regulated healthcare space. Olivia will detail the operations team that supports the entire enterprise, their touchpoints with stakeholders to track progress and measure success, and what brands in other regulated industries can do to meet marketing operations challenges head-on.

Olivia Nadler

Vice President, Marketing Operations Tenet Healthcare

CLOSING REMARKS

Peter Kenigsberg

Director, Brand & Media ANA