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7309: How to Engineer Modern Marketing for Business Growth


Modern marketing requires organizations to reinvent themselves–using technology and data to create human experiences that deliver business value. To succeed, IT and Marketing must work together to engineer marketing into the operational fabric of the business. How do you use data and technology to elevate the customer relationship? How do your customers really feel, in every interaction? Where can you innovate to either lock in loyalty or lure back at-risk customers? Join Paul Papas, Global Leader, Digital Strategy & iX, to see breakthrough innovations from global leaders driving transformation and business growth through marketing.

Featured Sessions Marketing
Theater Room
Thu (February 14), 2:30PM PT


Paul Papas

Global Leader, IBM Digital Strategy & iX, IBM

Paul is the Global Leader for IBM Digital Strategy & iX, a global professional services organization that helps our clients reinvent their business by design. Paul leads a team of "Renegades and Realists" who blend strategy, technology and creativity to tackle every client challenge. Strategists. Industry Experts. Researchers. Designers. Developers. Engineers. Artists. Facilitators. They imagine the businesses that will shape tomorrow's world and help our clients build them. His team provides next generation strategy and advisory consulting services helping CEOs and other C-suite executives leverage disruptive digital technologies to reinvent their businesses, by design. They also provide world-class design, creative, consulting and technology services that help our clients imagine and realize deeper customer relationships through new experiences, technologies and communications.

Ari Sheinkin

Vice President, Marketing Analytics & Media, IBM

Kim Leible

AVP, Marketing Operations, USAA

Kim is an innovative business leader with a track record of developing effective cross-channel customer experience strategies. She has an expert understanding of channel management with extensive experience in Internet, Inbound and Outbound marketing and email.

Kim is currently responsible for the development, planning and execution of all direct marketing tactics at USAA with a focus on operational readiness to improve performance and delivery. In addition Kim is leading the Operational Transformation within marketing: how marketing works, how we train and definitional clarity on how we use new technology. She is responsible for process optimization as well as managing relationships with IBM, ADOBE and Cheetah Digital.

Jason Dennis

VP Performance Marketing, USAA

Jason Dennis, VP of Performance Marketing and Operations, is accountable for leading and optimizing the operations of marketing. This includes setting the strategic direction of the Media, Owned channels, Campaign Execution and Technology. Prior to this Jason served as AVP for Enterprise Client Management accountable for Military Affairs, ASC, Acquisition, On-boarding and Deepening programs. These programs support the achievement of our acquisition and deepening goals.

Becky Waddell

Senior Product Manager, Marketing Analytics IBM, IBM

Becky Waddell is a Senior Product Manager at IBM where she leads the development of Pearl, an award-winning marketing analytics and reporting platform that is at the core of IBMs data-driven marketing transformation.

Spearheading an initiative that brings UX and design to the forefront of their work, Becky has reshaped how the Marketing Analytics team approaches projects, compelling teams to think about topics like scalability and driving user adoption from the onset.

Pearl has been featured in Business Insider and on CNBC, and has been recognized by I-COM and the Association of National Advertisers for its impact.

Greg Riedel

Assistant Vice President, Martech and Social Business, USAA

Greg is responsible for the leading the Marketing Technology transformation and Social Business teams at USAA. Over the last nine years, he has served in a variety of roles at USAA including marketing strategy, Product Line leadership and marketing Brand management for USAAs Life Insurance and Investment portfolios.

Prior to his work at USAA, Greg had diverse experience across several industries including franchise marketing with Sport Clips Hair Cuts as well as time in the beer business driving marketing for the Gambrinus Company - best known for their flagship brand, Shiner Bock.

Greg received his B.A. from St. Edward's University in Austin and his MBA from the University of Texas in San Antonio.

Other fun facts:
* Greg's Grandfather served on the Underwater Demolition Team (predecessor to the Navy Seals) in the Korean and Vietnam war.
* Singer/songwriter, but knows he should keep his day job
* Greg is married to his beautiful wife Andrea and has two boys Luke and Bryce.