08 November, 2012

#tcbcmo

Senior marketers are responsible for facilitating growth, sales and marketing strategy. They must work towards objectives such as revenue generation, cost reduction or risk mitigation. They are faced with a diverse range of specialized disciplines in which they are required to be knowledgeable. And beyond the challenges of leading their own team, the CMO is invariably reliant upon resources beyond their direct control. Consequently, more than any other senior executive, the CMO must influence peers in order to achieve their own goals. Clearly this necessity to lead peers compounds the complexity of challenges faced by the CMO.

And the unpredictable impact of marketing efforts coupled with the need to drive profits often leads to a shorter tenure for many CMOs relative to their C-suite counterparts.

For this reason, senior marketers are looking for ways to enhance their performance for the organization and for their own “personal brand”. This master class aims to provide insights, practical ideas and examples for CMOs to achieve a greater growth-driven agenda.

Benefits of attending

• Determine how best to assess marketing capabilities across the organization
• Learn how to structure the marketing function to be more holistic and inclusive of new disciplines
• Unlock the business potential associated with engagement and participation driving brand advocacy
• Harness the power of creating internal marketing champions

Who should attend

CMOs and senior marketers who are looking to take on new and/or expanded responsibilities to drive growth in their organizations, whether in B2C or B2B environments.

Thursday, November 8, 2012

REGISTRATION AND CONTINENTAL BREAKFAST 8–8:45 AM

WELCOME AND INTRODUCTION 8:45–9 AM
MaryLee Sachs, Conference Program Director, The Conference Board

A 9–10 AM

Opening Keynote: The CMO of the Future

Rob Malcolm, Lecturer at Wharton Business School, and former President of Global Marketing, Sales and Innovation, Diageo

NETWORKING REFRESHMENT BREAK 10–10:15 AM

B 10:15–11:15 AM

Taking on the CMO helm in a turn-around situation

Maryam Banikarim, Senior Vice President & Chief Marketing Officer, Gannett Corp Inc
Jennifer Reingold, Senior Editor, Fortune Magazine

C 11:15 AM–12:15 PM

Creating a new marketing framework on three dimensions: principles, people and process

Stephen Liguori, Executive Director, Global Innovation and New Models, GE

LUNCHEON SESSION 12:15–1:30 PM

D 1:30–2:30 PM

Transforming organizational capability is simply not a one-off, overnight job

Kimberly Miller, Senior Vice President, Marketing – Global Brands, The Kellogg Company
Ana Marie Santos, Board Partner, Brand Learning

E 2:30–3:30 PM

The transformation of marketing driven by a greater influx of data

John Kennedy, Vice President of Corporate Marketing, IBM

NETWORKING REFRESHMENT BREAK 3:30–3:45 PM

F 3:45–4:30 PM

Developing an approach to engage and participate with your customers to drive brand advocacy

Lauri Kien Kotcher, Chief Marketing Officer, Godiva Chocolatier

G 4:30–5:15 PM

The Leadership Competencies Required for CMO Success

Caren M. Fleit, Senior Client Partner and Leader, Marketing Center of Expertise, Korn/Ferry International

H 5:15–5:30 PM

Closing Remarks

MaryLee Sachs, Conference Program Director, The Conference Board

For speaking and sponsorship opportunities, please contact Mary Beth Reidy at marybeth.reidy@conferenceboard.org.