Columbia Business School’s Center on Global Brand Leadership and the ANA Educational Foundation (AEF) present The 2021 Future of Marketing Leadership – an online conference inspired by the goals of the Center and AEF to bring together current marketing leaders with the next generation of leaders. We are also pleased that this event will run in partnership with the Marketing Association of Columbia (MAC)’s annual Conference in support of this mission.
The 2021 Future of Marketing Leadership
Friday, November 12, 2021 | 9:50 AM – 12:30 PM ET
In an ever-evolving environment, marketing industry leaders have never before had a better opportunity to leverage purpose-driven strategies to make a lasting impact by blending brand growth with social responsibility. Learn how current trends and cultural shifts are accelerating the pace of digital transformation, data-informed decision-making, and the need to make emotional connections with stakeholders. Hear from CMOs who are unlocking the full potential of their resources and partnerships to adapt to this evolving marketplace.
SCHEDULE (Eastern Time):
9:50am-10:05am – Welcome
10:05am-10:40am – The Innovation Playbook for Marketing’s Next Era
Michelle Crossan-Matos, CMO, Samsung Electronics America
10:40am-11:15am – The Everlasting Value of Brands
Shelly Lazarus ‘70, Chair Emeritus, Ogilvy
11:15am-11:50am – Innovate for, and with, the Consumer
Bonin Bough, Chief Growth Officer, Triller
11:50am-12:25pm – Blending Purpose and Marketing Strategy
Heather Hopkins Freeland ’01, Head of Marketing, Lyft
About the Speakers:
Michelle Crossan-Matos is the Chief Marketing Officer at Samsung Electronics America. In this role, she is responsible for leading the Company’s U.S. consumer and B2B marketing strategy, positioning Samsung as a global leader in technology and helping to drive profitable revenue growth.
With more than 20 years of expertise in propelling billion-dollar brands forward by innovating business models, Michelle has led multifaceted organizations and managed large business franchises across the globe. Prior to her CMO position, she was Senior Vice President of Corporate Strategy, Innovation & Transformation at Samsung, where she oversaw overall corporate strategy, innovation, transformation, and new business incubation. Before Samsung, she served as CMO for Vertu, a British manufacturer and retailer of luxury mobile phones, and held global and regional brand leadership roles at Proctor & Gamble.
Throughout her career, Michelle has worked across a variety of business cultures, geographies, and industry sectors, such as Technology, Consumer Electronics, Private Equity, Luxury, Beauty, and FMCG, leading brand strategy and marketing offices. She has learned the critical value of creating high-performance business models, guiding large-scale transformation, building strong marketing fundamentals, developing talent, and mapping out brand purpose, all whilst managing complex businesses.
Shelly has been working, as she would say it, “In the business I love,” for more than four decades, almost all of that time at Ogilvy.
Shelly rose through the ranks of Ogilvy & Mather assuming positions of increasing responsibility in the management of the company, including president of O&M Direct North America, Ogilvy & Mather New York and Ogilvy & Mather North America. She was named worldwide CEO of Ogilvy & Mather in 1996 and Chairman in 1997. She became Chairman Emeritus in July 2012.
Shelly started at Ogilvy at a time when the agency’s legendary founder David Ogilvy still walked the halls, and personally preached that the purpose of advertising was to build great brands. Under Shelly’s leadership, that essential mission has remained the centerpiece of the company’s philosophy, extending across regions and marketing disciplines, and attracting some of the world’s largest and most respected brands including American Express, BP, Coca-Cola, IBM and Unilever among many others.
Shelly has been a frequent industry honoree. Advertising Women of New York selected Shelly as its Woman of the Year in 1994. She was honored by Women in Communications with their Matrix Award in 1995, was named Business Woman of the Year by the New York City Partnership in 1996, and Woman of the Year in 2002 by the Direct Marketing Association (DMA). Shelly was the first woman to receive Columbia Business School’s Distinguished Leader in Business Award as well as the Advertising Educational Foundation’s (AEF) Lifetime Achievement Award. She was inducted into the American Advertising Federation Hall of Fame in 2013 and is also a Hall of Fame member of the DMA, American Marketing Association and Crain’s New York Business.
Shelly serves on the boards of several corporate, philanthropic and academic institutions: The Blackstone Group, Merck, Rockefeller Capital Management, New York Presbyterian Hospital, Committee Encouraging Corporate Philanthropy, World Wildlife Fund, Partnership for New York City, Lincoln Center, and the Board of Overseers of Columbia Business School, where she received her MBA in 1970. She served for five years as Chairman of the Board of Trustees of Smith College, her alma mater. She is a member of Advertising Women of New York, The Committee of 200, Council on Foreign Relations, and Women’s Forum Inc. She has also served as Chairman of the American Association of Advertising Agencies.
Shelly is the wife of Dr. George Lazarus, a New York pediatrician, and mother to their three grown children.
Bonin Bough is one of the foremost-awarded marketing executives in the world, the host of CNBC’s Cleveland Hustles, and the author of Txt Me (646) 759-1837.
As one of the youngest-c-suite executives at a Fortune 50 Company, he has worked for billion-dollar CPG brands including Mondelez and PepsiCo before starting Bonin Ventures – a growth accelerator that helps businesses of all shapes and sizes achieve revenue growth faster than they ever believed possible.
Bonin has been responsible for some of the most successful organization transformations, and the rapid growth of some of the world’s most-loved billion-dollar brands including Oreo, Cadbury’s, Pepsi, Gatorade and Frito-Lay. Most recently, as the Chief Growth Officer of SheaMoisture, he helped grow the business by close to 50% in 12 months leading to the company being acquired by Unilever for close to $1 billion dollars.
During his time as Chief Media Officer at Mondelez International, Bonin managed over $3 Billion dollars in media spend, making him the seventh largest media buyer in the world. Highlights from his tenure include shifting the organization from just-3% to over-32% digital spend – adding $2 Billion in top line net revenue and $300m in bottom line savings. He helped brands like Sour Patch Kids become the fastest growing candy brand in the world. When he added eCommerce to his role, he grew online sales from $65m – $265m in the 18 months that he ran it. Before that he led digital globally for PepsiCo and built two global digital agencies prior to that one for IPG.
Found consistently at the forefront of thinking and execution in innovation, Bonin is recognized as one of business’ hottest rising stars and one of the industries top mobile marketers. He has been inducted into the Advertising Hall of Achievement. He can also be found in lists such as Fortune’s “40 under 40”, Fast Company’s 100 Most Creative People in Business, Ebony’s Power 100 and The Internationalist’s Internationalists of the Year.
In early 2020, Bonin joined Triller, a global social media sensation, as the Chief Growth Officer, overseeing all revenue and marketing initiatives for the disruptive platform.
Heather Freeland currently serves as VP of Marketing at Lyft, leading the function across the company’s rideshare, bikeshare, and fleet lines of business and overseeing Brand, Product, Growth, Partner, and B2B Marketing as well as Creative. During her time at Lyft, she has overseen the reimagining of the Lyft brand, the reinvention of the team and its operations, and the resurrection of the business post-pandemic.
Prior to Lyft, Freeland served as the Head of B2B Global Marketing Communications at Facebook for 7+ years, Vice President of Marketing at the Gilt Groupe, and Senior Vice President of Marketing and Sales Strategy for MTV Networks Digital. From these experiences, she gained a deep understanding of the media landscape as well as marketing technology, as well as a strong operational mindset, helping marketing organizations — and the businesses they support — scale.
She started her career on Capitol Hill and on the agency side, working for a DC-based public relations firm and then at Digitas, supporting Nike and American Express. She graduated from the University of Virginia and holds her MBA from Columbia University. Heather lives in Menlo Park with her husband and two children.
Columbia's Center on Global Brand Leadership
About the Organizers
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