The Highs and Lows of Marketing in an Always-On Cycle

Live on Zoom - Wednesday, June 17th at 1:00PM PST


In the middle of a worldwide health pandemic and an emotional civil rights uprising, these are challenging times for brand storytellers. There are a variety of obstacles challenging their ability to get their jobs done. There are time constraints - the challenge to keep up with an always-on cycle of changing events. There are logistical constraints with getting production done. And there are the ever-present marketing constraints since pushing product in any way risks appearing tone deaf. But somehow the show must go on.


Danielle Dardashti, founder of dash. branded content, will have a candid conversation with a group of superstar brand storytellers about “going to work” every day in the face of it all… being brave, getting nimble, and delivering what the audience needs. She’ll ask them about the challenges they’ve faced, the kinds of stories their audiences will need next, what other brands are doing the best work right now, and what brands have done all the wrong things.


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Hosted by

Danielle Dardashti

Founder & CEO

dash. branded content

Danielle Dardashti founded dash. to help marketers tell more impactful stories. She is an Emmy award-winning documentary producer/writer, a former on-air TV reporter, the co-author of three published books, and has held leadership roles in branded content at Meredith Corporation and Tribune Publishing. Danielle is an advisor to brands on story strategy, video, podcasts, and interactive experiences. She leads corporate workshops on Strategic Storytelling, and provides one-on-one story coaching for executives. In 2019, Danielle took home the top prize at Brand Storytelling’s open mic competition at Elevate in Park City, Utah. She lives in White Plains, New York, with her husband and their two teenagers.

Featuring

Jill Cress

VP Consumer Marketing

PayPal

Jill Cress leads the marketing teams for PayPal and Venmo aimed at driving growth by increasing consumer acquisition and engagement. Jill brings more than 25 years of payments, brand and international experience to this position.

Jill has thrived throughout her career as a versatile team player who has built and led diverse teams in roles around the world. She brings a unique set of experiences having held a number of roles, including brand builder, sales leader and culture agent. Prior to joining PayPal, Jill served as Chief Marketing and Communications Officer of National Geographic Partners, leading brand and communications strategies and consumer lifecycle activities. Her team carried out an extensive overhaul of the brand’s strategy, harnessing the power of the iconic “yellow border”. Formerly, she spent over 20 years at Mastercard in various role and most recently served as Executive Vice President of Global Consumer Marketing where she oversaw the global consumer strategy, including the Priceless platforms, which she helped extend worldwide. Here, she leveraged creative positioning and scalable new digital platforms to build a global marketplace of Priceless Experiences.



James Namude

Director, Global Sponsorships

Brand USA

James Namude is director, global sponsorships for Brand USA, the nation's public-private partnership dedicated to increasing international visitation to the United States through marketing and promotional efforts. James joined Brand USA in March 2012 with responsibility for supporting all efforts related to the launch and expansion of the organization’s consumer marketing campaign, digital marketing initiatives, international trade show presence, and advertising programs. In this role, he works with a variety of Brand USA partners throughout the world to ensure the effective and quality delivery of marketing messages and content within project deadlines and budget.


Prior to Brand USA, James was a marketing specialist with Healthy Directions in Potomac, Md., where he co-managed the affiliate marketing program for all doctor brands, managed the Dr. Sinatra branded loyalty email-marketing program, and was responsible for driving campaign optimization and preparing forecasts and campaign performance reports.


He began his career in marketing at BET Networks in Philadelphia as a marketing representative. While at BET, James gained valuable experience coordinating marketing events and campaigns to showcase the network’s television programming, as well as utilizing digital marketing and social media strategies to reach target audiences.



Alison (Ali) Payne

Vice President Marketing Mexican Beer Portfolio

HEINEKEN

In this role she leads the full Marketing & Innovation Brand Programs for Dos Equis, Tecate, Bohemia and Carta Blanca. She has led the complete brand overhaul for Tecate with a new campaign “Mexico is in US’ and the new Campaign for Dos Equis, “The Interesting Beer for Interesting Times” She also leads the innovation pipeline for both brands launching Dos Equis Mexican Pale Ale and Tecate Titanium in 2019.


Prior to joining Heineken USA she was VP of Global Snacks Innovation for PepsiCo from 2013 to 2018. In that role, she was responsible for the innovation pipeline for the world's largest snacks brands Lay's, Doritos and Cheetos as well as developing new snacks brands in the premium and healthier snacking categories. Prior to her role at PepsiCo, Ali served as VP Global Marketing/ Innovation at Kellogg Company. During her 5 year tenure, Ali managed the global expansion and pipeline for Special K extending it into Asia & Latin America as well as stretching the brand across multiple categories including beverages, salty snacks, and frozen breakfasts.

In addition, Ali has served in key marketing roles at Diageo in both Europe and US for Guinness, Smirnoff & Captain Morgan.




Rich Latour

Global Head of Content

BlackRock

In this role, Rich manages the firm's overarching external editorial content and distribution strategy for videos, podcasts and infographics that highlight BlackRock's thought leadership on market trends, reflect the firm's purpose related to financial well-being and explain BlackRock's business to new audiences. He also oversees the firm's social media strategy and runs content partnerships with external media companies. This content is distributed on BlackRock's Twitter, YouTube, LinkedIn, Facebook and Instagram channels.


Prior to joining BlackRock in May, 2019, Rich spent 5 years as VP, Digital Content at Goldman Sachs, where he developed and led key content initiatives including "Catch-Up with David" a video series featuring CEO David Solomon. Rich also led production of the firm's podcast, "Exchanges at Goldman Sachs".


Rich also spent 17 years as a broadcast journalist at NBC News, where he was a producer and senior producer at NBC Nightly News. He also worked at CNBC, where he served executive producer of "On the Money". Rich is the recipient of 4 Emmy Awards.





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