Voice Technology: Friend or Spy?
With the proliferation of in-home smart speakers, the rapid development of AI technology, and increasing consumer dependency on such technology, consumers’ allegiance is likely to shift from trusted brands to a trusted AI technology. How can we continue to collect valuable data while respecting consumer privacy? What steps will marketers need to take with our approach to consumer privacy?
Karen Starns, Chief Marketing Officer, OJO Labs
Karen Starns is Chief Marketing Officer of OJO Labs. She is responsible for developing scaled channels to rapidly grow OJO's user base, building a brand that consumers love and can’t live without, and helping create a powerhouse employer brand that reflects their mission and values.
Starns joined OJO Labs in July 2019 to take on the newly created Chief Marketing Officer role. She previously spearheaded Brand and Customer Experience at Amazon with a focus on Echo and Alexa, Kindle, Fire TV, and the portfolio of smart home offerings. As SVP of Global Marketing at Pearson, Starns focused on building a customer-centered brand. In her first stint at Amazon, she led global advertising planning and media advocated for a greater focus on Amazon brand strategy. Earlier in her career, Starns spent 13 years at Microsoft, heading brand portfolio strategy, global advertising, Bing consumer marketing, and Dynamics audience marketing.
Starns has also served as an advisor to startups and social enterprises and a juror for industry awards in brand and marketing. A proud Longhorn, with a BBA in Marketing from the University of Texas at Austin and a founding Advisory Council member for the McCombs Master of Science in Marketing program, she was the MS Programs 2019 Commencement Speaker.
Starns is a runner; a voracious reader; and a fan of typography, photography, and painting. Through mentorship and community involvement, she’s motivated to make a difference, live a life that positively influences others, and invest in people and ideas that will have a lasting impact. Starns lives in both Austin and Seattle with her two teenagers and husband.
Building Consumer Trust
Brands are tasked with convincing consumers of their intentions to engage in meaningful conversation as opposed to manipulating them into buying. How do new and existing brands inspire trust as they build their position in the marketplace?
Kathryn McKeon, Director of Marketing, Vital Farms
Kathryn has a big passion for marketing and brand strategy. She worked in media sales for NewsCorp in both Dallas and Chicago. She later worked at Kraft/Mondelez on brands including Starbucks Coffee, Stride Gum, Ritz Crackers and Halls as a Brand Manager. In September 2016, Kathryn joined Vital Farms, where she is currently the Director of Marketing.
Kathryn earned her BBA in Marketing from The University of Texas at Austin and her MBA from NYU Stern. She's passionate about coaching startups and non-profits and is involved with Andy Roddick Foundation here in Austin, serving on their Leadership Council.
Tony Rogers, Senior Vice President and Chief Member Officer, Sam's Club
Tony Rogers serves as Senior Vice President and Chief Member Officer for Sam’s Club. Tony oversees a broad portfolio of responsibilities that collectively make up our end-to-end member strategy, including membership, marketing and member experience –all aimed at making Sam’s Club the membership you love the most.
Tony brings a wealth of experience to Sam’s Club. He previously served as chief marketing officer of Walmart U.S., with responsibility for all aspects of Walmart’s marketing efforts, including customer research, strategy, program development, branding and customer communications. He created the company’s first omnichannel marketing function, helped bring free two-day shipping and online grocery to life and forged integrations with key pop culture moments and figures to bring added awareness to the brand.
Prior to that role, Tony served as chief marketing officer for Walmart China. His responsibilities included leading traditional, digital,and social media efforts for Walmart stores in China as well as for Walmart-branded online-to-offline initiatives.
Previously, Tony spent eight years in the Walmart U.S. marketing organization, where he held a variety of roles including senior vice president of marketing and vice president of advertising. Known as an advocate for the Walmart customer, Tony helped translate Sam Walton’s words into Walmart’s purpose statement: "We save people money so they can live better."
Before joining Walmart, Tony spentsix years in PepsiCo's Frito-Lay division in a number of brand marketing roles on the Tostitos and Doritos brands and also on the Walmart customer team there. Prior to his marketing career, Tony was a certified public accountant with the accounting firm KPMG.
Tony holds a bachelor's degree in accounting and a master's degree in business administration and marketing, both from the University of Texas at Austin.
Kurt Kane, President, U.S. and Chief Commercial Officer
Kurt has served as our President, U.S. and Chief Commercial Officer since June 2019. Kurt joined Wendy’s in May 2015 as Chief Marketing and Concept Officer where he was responsible for Wendy’s culinary innovation, digital experience organization, brand marketing and advertising teams. In that role, he developed a unique brand voice across all marketing channels that distinguishes Wendy’s from competitors and is viewed as a trend-setting innovator across many industries.
Prior to joining the Company, Kurt held several leadership positions within the food and beverage space that provided him with a broad and deep perspective on how to connect effectively with customers. Previously, he worked at Yum! Brands, Inc. where he was Global Chief Marketing and Food Innovation Officer for Pizza Hut. Before joining Yum! Brands, Kurt held brand marketing leadership positions with Frito-Lay, Inc., Molson Coors Brewing Company and The Procter & Gamble Company. Kurt also served as an Air Defense Artillery Officer in the 4th Infantry Division of the U.S. Army.
His love for the Wendy’s brand is strong, and his meal of choice is a Spicy Chicken combo paired with a fresh-baked chocolate chunk cookie.
In terms of leadership style, Kurt focuses on energizing and empowering people to deliver winning results, a strategy that has earned him industry honors, such as one of PR Week magazine’s “Top 40 Marketing Innovators to Watch.” He has also been named one of the “Top 100 Most Talented Global Marketing Leaders” by the World Marketing Congress and a Top 10 “Industry Heavyweight” by Nations Restaurant News.
Kurt holds a B.S. in Management from the United States Military Academy at West Point and an M.B.A. from the University of Texas at Austin. He also serves as a trustee of the Dave Thomas Foundation for Adoption and is the executive sponsor of the Wendy’s Military Support Network, our employee network focused on supporting active duty, veterans and military family members.
Privacy: Balancing Data & Trust
Every day, technology facilitates new ways for companies to connect with and track consumers. The more data collected, the more personalized experiences marketers can create, but the more exposed consumers may feel and the more their behavior may be affected. How can marketers sustain consumer trust while balancing the pursuit of new data and technologies to leverage that data?
Matt Langie, Chief Marketing Officer, InsideSales.com
Matt has over 20 years experience in B2B software and technology marketing, having previously led the global product marketing team, which grew Omniture from $120 million in annual recurring revenue through its acquisition by Adobe to a $1.3 billion business during his tenure.
He has also led marketing for high-growth, VC-funded startups, served as vice president of marketing for the software company founded by the late, best-selling author Michael Crichton, and led marketing and business development for the software technology research lab at Intel Corporation.
Matt earned his Master of Business Administration (MBA) from the University of Texas at Austin and a Bachelor of Business Administration from the University of Notre Dame. He began his career in the U.S. Air Force, leaving the service at the rank of Captain.
Charlie Chappell, Head of Integrated Media & Communications Planning, The Hershey Company
Charlie Chappell is currently head of media and communications planning at The Hershey Company, where he is leading Hershey’s transformation toward a data-driven, people-based approach to media. In this role, he oversees all paid media across Hershey’s iconic portfolio of brands such as Reese’s, Hershey’s, Kit Kat, Ice Breakers, Twizzlers and many more. Mr. Chappell brings a marketer’s perspective to his role in leading media after spending 12 years at Procter & Gamble, where he had the privilege to touch many iconic brands such as Pantene, Herbal Essences, Old Spice, Gillette, Secret, Safeguard and Camay. While his career has primarily been based in the U.S., Charlie has worked in over 25 different countries, with a particular emphasis on China, Russia, Egypt and Pakistan. While with P&G, he spent two-and-a-half years based in Geneva, Switzerland covering Central and Eastern Europe, the Middle East and Africa.
Mr. Chappell is a graduate of Purdue University in chemical engineering and the Kellogg School of Management at Northwestern University. Charlie currently lives just outside of Hershey, Pennsylvania with his wife and four kids.
Omni-channel marketing follows the consumer wherever they go, but is it really effective? Tools for ad-blockers and e-mail unsubscribing have become increasingly popular. How do marketers prevent delivering more and more of what consumers consider to be a nuisance? When and how do brands use personalization to enhance value and enhance the human experience? How do brands prevent their personalization from being creepy?
Marissa Tarleton, Chief Executive Officer, RetailMeNot
Marissa Tarleton is the Chief Executive Officer of RetailMeNot, Inc. Marissa joined RetailMeNot in 2015 as chief marketing officer and helped deliver significant growth in consumer acquisition while also building new revenue streams for RetailMeNot. Marissa was named a top 50 CMO on the inaugural Forbes CMO Next list in 2018 due to her thought leadership in data-driven mobile marketing. Marissa was appointed to CEO in January of 2019.
Prior to RetailMeNot, Marissa led marketing for Dell Inc.'s North America Consumer and Small Business organization. Her responsibilities included driving new customer acquisition through marketing communications, media, partner programs, loyalty and CRM for both the Dell direct and retail businesses.
During her 13-year tenure at Dell she has served in multiple regional and global marketing leadership roles including product marketing, brand management, e-commerce and digital marketing as well as leadership of Dell’s global advertising team. Prior to Dell, Marissa worked in advertising in New York City for both Ogilvy & Mather and Foote Cone & Belding. She was responsible for account and media leadership for brands such as IBM, Nabisco, and the United States Postal Service.
Marissa holds a Bachelor of Arts from Colgate University and a Master of Business Administration from the University of Texas at Austin.