Marketing leaders today must not only master creativity but also adopt a scientific, data-driven mindset to solidify their strategic role within their organizations. In this insightful session, Maite Salazar, an accomplished marketing executive with extensive experience across sectors including financial services, healthcare, education, media, and more, explores how marketing teams can transition from tactical execution to becoming influential drivers of revenue and business strategy.

Drawing from her global expertise and deep experience in both B2B and B2C environments, Maite will discuss effective methods to leverage data insights despite their inherent imperfections, enhancing decision-making and proving marketing’s ROI. She'll share strategies for how marketers can assert their position at the C-suite table, effectively communicate value to executive stakeholders, and pivot quickly when results demand agility.

Join this session to learn how to:

• Navigate the integration of commercial strategy, marketing, and data analytics.
• Utilize data-driven insights to shape, justify, and adapt marketing strategies.
• Elevate marketing from order-taking to strategic business partnership.
• Demonstrate marketing’s direct impact on overall revenue and organizational success.

In an era of screen saturation, consumers crave real-world interactions. Amanda Croce, CMO of Club Pilates, shares how the world's largest Pilates brand is tackling digital fatigue head-on by significantly scaling experiential marketing alongside digital efforts. Learn their strategies—from grassroots pop-ups to national activations like "Club Pilates at Sea"—for building tangible connections, fostering community, and achieving remarkable ROI and brand loyalty in the physical world.

AI is no longer just a tool— it’s becoming the backbone of modern marketing. This roundtable dives into how brands are using generative and agentic AI to drive ROI through personalization, content efficiency, and real-time decision-making.
But with content at scale comes a critical question: how do we balance speed and efficiency with the quality and authenticity customers expect? What happens to brand voice and creative professionals when AI systems start making more marketing decisions than we do? How do brands stand out in a landscape increasingly shaped by answer engines, voice search, and platform convergence?

We'll explore:

• The impact of AI-generated content on audience perception and brand consistency
• How marketers should adapt as AI agents gain autonomy
• How to stay discoverable in a world of visual, voice, and zero-click search
• And how to balance emerging tech with values like trust and transparency

Join us to discuss the practical, ethical, and strategic dimensions of human-AI collaboration—and how they come together to create seamless, empathetic, and high-impact customer journeys.

Are you spending too much time lost in the maze of your marketing data, struggling to find the insights that truly matter?

It's a common challenge – marketers are awash in data but often lack the efficient tools and techniques to effectively discover its hidden potential. Join this Roundtable to break free from data search frustration and empower you to stop wasting precious hours on fruitless data hunts and start uncovering game-changing insights, faster than ever before. We’ll delve into powerful techniques for metadata enrichment and intelligent search that will fundamentally transform how you interact with your data.

• Refine your data with laser precision: Learn how to leverage metadata to cleanse, organize, and enrich your data assets, ensuring clarity, accuracy, and ultimately, trust in your insights.
• Uncover hidden insights that were previously invisible: Discover the power of intelligent search strategies to navigate complex datasets and surface valuable patterns, correlations, and opportunities that would otherwise remain buried and untapped.
• Accelerate your entire marketing analysis workflow for a significant competitive advantage: Equip yourself with the methods to drastically reduce data search time, freeing up valuable resources and enabling your team to become more agile, responsive, and insight-driven in a fast-paced market.

Today’s marketing leaders are reimagining customer engagement by leaning into smarter tech stacks, deeper personalization, and programs that prioritize long-term value. In this roundtable, we’ll explore how brands are evolving their loyalty strategies and lifecycle marketing efforts—leveraging first-party data, AI-driven personalization, team collaboration, and emerging tools to drive retention and stronger customer relationships. Expect a practical, open discussion on how AI is changing the game for personalization, what's working, what's not, and how to build toward sustainable growth.

Key Takeaways:

• Modern Loyalty Strategies
  Explore how brands are designing loyalty programs that deepen customer connections and drive repeat engagement—without relying on third-party data.
• Personalization at Every Stage
  Share tactics for delivering relevant, timely, and AI-enhanced content across the full customer journey—from onboarding to reactivation..
• Lifecycle Marketing Meets Martech
  Align your martech tools with your lifecycle strategy to support automated campaigns, AI-driven, behavior-based journeys, and real-time optimization..
• Proving Performance
  Identify the key metrics and frameworks teams are using to track ROI, engagement, and lifetime value, especially as AI enhances data precision..
• Team Readiness & Execution
  Talk through how to roll out new AI tools or tactics across your team—without overwhelming workflows or compromising the customer experience..

Join Shriners, Chief Marketing Officer, Mel Bower for a behind the scenes look on how a century-old institution pivoted from primarily fundraising to actively marketing its patient-care services—using focused research, digital transformation, and strategic brand positioning to revolutionize community perceptions. He’ll share the real-world roadmap that took Shriners from minimal infrastructure to a robust, data-driven marketing operation.

Patrick Harrison, the Chief Marketing Officer of Visit Tampa Bay, pulls back the curtain on their award-winning, unconventional marketing strategies. Learn how they've captured attention and boosted tourism through initiatives like famously flying an entire Kansas town to experience Florida's charm. Harrison emphasizes the power of compelling storytelling and building strong community partnerships as the driving force behind their success. Discover how Visit Tampa Bay stays ahead in the ever-evolving marketing landscape, constantly innovating and embracing bold ideas.
Key Insights Include:

• Fuel Your Marketing Fire: Curiosity and a passion for learning are essential in this dynamic industry.
• From Newsroom to Boardroom: Harrison shares how experiences in journalism and public relations provided a valuable foundation for his marketing career.
• Beyond Business Books: He suggests that reading biographies and autobiographies can offer surprisingly insightful business lessons.
• Innovation Needs Imperfection: Understand why failure is an inevitable and crucial part of marketing innovation and growth.
• More Than Just Promotion: Destination management organizations are vital for the overall growth and enhancement of their communities.