ANA’s 6th Annual Data & Direct Marketing Conference, hosted by American Express

WELCOME REMARKS

PERSONALIZATION AT PEPSICO: USING DATA AND AGLITY TO BUILD CONSUMER CENTRICITY.

Personalization at Scale is a key lever in building true consumer intimacy across our business by moving from mass to personalized connections with our consumers and shoppers.  PepsiCo is building internal data capabilities that are aimed to drive mental and physical availability to connect with our consumer in more relevant way.

Abhishek Jadon

Vice President, Global Media Transformation PepsiCo

INSIGHTS ON CREATING A HIGH PERFORMING CONTENT MANAGEMENT TEAM: ROLES & RESPONSIBILITIES

Learn why it’s critical to develop your strategy before you create your content management team. A high-performing content team must have creative, analytical, and technical skills to create, manage, and maintain marketing content that spans from development to implementation. People, Process, and Technology considerations will be shared.

Kiley M. Rickert

Director, Content Management Group American Express

INNOVATIVE DIRECT MAIL MARKETING: USPS STRATEGIES FOR SUCCESS AND FUTURE OUTLOOK

Join the Chief Customer and Marketing Officer of USPS, Steve Monteith, for an engaging session on advanced strategies in Direct Mail marketing. This session will explore the latest incentives, promotions, and innovative solutions designed to drive customer engagement and capitalize on emerging trends in Direct Mail. Attendees will gain valuable insights into how these innovations can optimize their marketing efforts to enhance their customer interactions. The session will also provide an update on the "Delivering for America" plan, highlighting recent accomplishments and future initiatives that will shape the Postal Service's trajectory.

Steve Monteith

Chief Customer and Marketing Officer USPS

DRIVING DATA ETHICS TO BUILD CONSUMER TRUST

Brands today are constantly experimenting with new ways to leverage data to effectively reach consumers. With this innovation, comes risk. Not just risk of violating regulations, but risk of compromising organizational values by leveraging data in a manner that’s inconsistent with consumer expectations. There’s an opportunity to mitigate this risk by developing a guide for the ethical use of data.

There are many questions that need to be answered. How can brands set effective policies that not only enable marketers to activate this data with confidence, but simultaneously build trust with their consumers? Who makes these policies? How does a brand know when policy is needed? In this session, Mark Proulx, Head of Media Responsibility, will share how Kenvue is approaching this challenge and answering these questions as it prepares to separate from the Johnson & Johnson Family of Companies. The event will be hosted by ANA’s Senior Vice President Senny Boone who will follow with applied principles from the recently released ANA Ethics Code of Marketing Best Practices which offers baseline guidance that drives transparent, accurate, responsible data privacy and security that insures consumer trust, and enables both marketing and data strategies for growth.

Mark Proulx

Head of Media Responsibility Johnson & Johnson Consumer Health

AT ANTHROPOLOGIE, IT’S ABOUT THE JOURNEY NOT DESTINATION

At Anthropologie, it is strongly held that we be data-inspired, but creativity led. Its customers often say they didn’t know what they wanted to buy until they see it. This is because the act of shopping is also part discovery and part inspiration. In building a customer experience that encourages discovery with a combination of human artistic experience and customer data the company has been able to expand categories and increase frequency. The combination of great customer engagement, loyalty and in-store experiences has created an environment where great customer data meets great customer feedback. This has also allowed future product development and marketing delivery to growth with both new and repeat customers.

Ian Dewar

Senior Director, Global Customer Strategy Anthropologie

DELIVERING UNIQUE VACATION EXPERIENCES FOR DISCERNING TRAVELERS

Creating better vacation experiences at Hilton Grand Vacations is deeply rooted in the consistent use of analytic and data driven decision marketing and marketing. Meeting the traveler where they are, and recognizing their personal and experiential preferences, is enabling Hilton Grand Vacations to change the game of vacation ownership. In this session, hear how Hilton Grand Vacations is embracing technology and data driven strategies to create unique experiences for those passionate about travel.

Kian Conley

SVP Consumer Strategy, Hilton Grand Vacations

CLOSING REMARKS