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Panels Panel 1: Handing Over Control: Social Media and Consumer-Generated Content Consumers in today’s world are plugged in and interacting with each other and brands in new ways. As consumers gain increasing access to peer reviews of products and consumer-created content, how can companies most effectively use social media to reach consumers in an era of declining brand loyalty?
Panel 2: Marketing Your Socially Responsible Initiative Many consumers are becoming increasingly concerned about social responsibility, especially related to the environment and health. This panel explores the benefits and challenges of having and marketing a socially responsible mission.
Panel 3: Inside the Mind of the Consumer: Uncovering Insights through Market Research Any great marketer knows that products succeed by meeting customer needs. This panel will discuss strategies for finding out what consumers want and integrating their feedback into the marketing process.
Panel 4: Private Labels vs. Big Brands In a tightened economy, consumers may turn to private label products in an effort to save money. This panel will discuss the rise of private labels from all sides – the rise of private labels, the effects on major brands, and the battle for shelf space.
Handing Over Control: Social Media and Consumer-Generated Content
Mikolaj Jan Piskorski is an Assistant Professor of Business Administration in the Stategy Unit at the Harvard Business School. Professor Piskorski received his B.A and M.A. (Cantab) from University of Cambridge where he read Economics and Politics at Christ's College. Subsequently, he received A.M. in Sociology and Ph.D. in Organizational Behavior from Harvard University. After completing his Ph.D. Professor Piskorski became a faculty member in the Organizational Behavior area at the Graduate School of Business at Stanford University. In 2004, he returned to Harvard to teach the Required Curriculum Strategy course in the MBA Program. He is now teaching his own Elective Curriculm class: Competing With Social Networks. In addition, Professor Piskorski teaches in the Strategic Agility Executive Education program as well as a number of external programs. He also consults to large corporations in the financial services industry. Dave Balter, Founder/CEO, BzzAgent, Inc.
Dave Balter is the founder and CEO of BzzAgent, Inc., the advertising industry’s only cross-continental word-of-mouth media channel. He launched BzzAgent in 2002, and today a half-million consumers have joined the company’s network, which spans North America and the United Kingdom. Since its launch, BzzAgent has been featured everywhere from the CBS Evening News to the BBC to The New York Times Sunday Magazine.
Dave co-founded the Word of Mouth Marketing Association (WOMMA), and he currently serves on its Executive Council and as Chair of the Association’s International Committee. He is also a founding member of the Social Media Advertising Council (SMAC), designed to set industry standards for buying and measuring marketing in social media. The author of two books on the subject, Grapevine and The Word of Mouth Manual: Volume II, Dave lectures around the world on trends in word of mouth and social media.
BzzAgent is the subject of two Harvard Business School cases, and in 2007 the university dubbed him one of Boston’s “Hottest Technology CEOs.” In 2008, Dave was recognized as a Future Legend by the AdClub and he was named to the “40 under 40” list by The Boston Business Journal and Advertising Specialty Institute. Dave also sits on the advisory boards of Crowdsprout, a collaborative commerce start-up, and the Boston Boys & Girls Club Marketing and Communications Committee.
Bob Gilbreath is Chief Marketing Strategist at Bridge Worldwide, one of the nation’s largest digital advertising agencies and part of WPP. Bob leads the Client Service and Strategic Planning teams within the agency. In this role, he leads a staff of 50 and helps clients create winning digital and relationship management strategies. Bob leads the agency’s relationship with clients including Procter & Gamble, ConAgra Foods, Kroger, U.S. Bank, and Abbott Nutrition. His work has been featured in Brandweek, he has spoken at Ad:Tech, and taught classes at NYU and Miami University. He is currently championing a new industry-wide approach to better connect with consumers called Marketing With Meaning (www.marketingwithmeaning.com). McGraw-Hill will publish his book in Fall 2009.
Bob joined Bridge Worldwide after driving a dramatic turnaround of the Mr. Clean brand at Procter & Gamble. He successfully launched innovative products including the Magic Eraser, which was featured in Harvard Business Review. This innovation helped nearly triple the business in one year. Bob was recognized by Advertising Age as one of the Top 50 marketers of 2004. He received his Masters in Business Administration in marketing from New York University’s Stern School of Business and his undergraduate degree in Economics from Duke University. Bob lives in Cincinnati with his wife and two daughters.
Rob Harles is Senior Vice President of Sears Holding Company and the executive who developed and launched the Sears Community. The Community solicits feedback from its customers across all of the Sears’ brands on issues ranging from customer service to product quality to merchandise selection. With over 100,000 registered users, My SHU community is one of the largest communities of its kind. Before joining Sears Holding Company, Rob was Senior Vice President of Comscore Networks and a Senior Consultant with McKinsey & Co. Sarah Welch, Vice President of Marketing, TripAdvisor
Sarah is Vice President of Marketing at TripAdvisor, the world's largest travel community, with over 25 million monthly visitors. In this role she oversees brand marketing, product marketing, and member acquisition & engagement efforts for TripAdvisor. Prior to leading Marketing, Sarah held roles at TripAdvisor as Senior Director, Brand & Customer Marketing and Director of Customer Retention and Loyalty. Before joining TripAdvisor, Sarah held marketing roles at BabyCenter and eBay. She began her career in management consulting, working for two boutique firms in Boston, Urban Wallace and Dove Consulting. Sarah holds an MBA from Stanford University Graduate School of Business and a BA from Brown University.
Andrea Zahumensky is the Brand Manager of North America Crest Toothpaste at the Procter & Gamble Company. She received her B.S. in Industrial Engineering from The University of Cincinnati and has worked at Procter & Gamble for ten years. She has spent the last 5 years working in Brand Management on Crest Toothpaste, including responsibilities for both Current Business and Upstream Development. Andrea’s leadership has been instrumental to Crest’s year over year record results, including reaching a 10 year share high with resulting sustained market leadership. Andrea has an exceptional track record of delivering Holistic Consumer Communications to deliver leading in-market results. Specifically, she led consumer communications and initiatives that have successfully grown Crest’s largest property, Crest Whitening Plus Scope double digits every year since its launch. She is a pioneer in “Consumer is Boss” holistic marketing, championing the use of alternate media vehicles to make deep connections with the consumer and reach her when and where she is most receptive. Andrea led the first ever Crest Toothpaste campaign to target the A18-24 consumer, developing a plan wit TV as the #5 priority vs. the traditional #1 priority and Digital and Media and Entertainment as #1 and #2. This launch, Crest Whitening Plus Scope Extreme, resulted in significant brand growth, disproportionate among target consumers, and a step-change in the connection consumers have with the brand. Over 1 Billion Online Impressions were created via the campaign and MySpace “utilized this initiative as a benchmark example of how CPG brands can mobilize a mass audience around a brand and leverage the MySpace community to achieve viral growth and drive traffic to a Brand’s website”. Most recently as the NA Toothpaste Brand Manager, Andrea is in charge of the Crest Whitening Expressions “What’s Your Catch Phrase” campaign where consumers have been challenged with choosing the new Catch Phrase for Crest Whitening Expressions, which was “Bam!”, as delivered by Emeril Lagasse. Consumers submitted videos of their Catch Phrases, finalists where chosen and then a national consumer vote followed. The winning catch phrase will be featured in a television ad in January, 2009.
Andrea currently resides in Cincinnati, Ohio with her husband Chris and enjoys traveling, reading and running and she completed her first marathon in May of 2008. Marketing Your Socially Responsible Initiative Scott Bearse, Retail Store Operations Lead and Director, Deloitte Consulting LLP Scott is a Director in Deloitte’s Strategy & Operations practice and the New England Leader of Deloitte’s Consumer and Industry Products practice. He also leads the Deloitte Consulting National Retail Store Solutions team. Scott has 22 years of consulting experience in the Retail sector. His expertise encompasses the complete range of retail operations and retail segments. He has worked with over 100 retail clients in the Grocery, Discount, Specialty, Apparel, and Department store segments. Scott is a frequent speaker and author on the topic of customer experience and creating customer value. Scott developed Deloitte Consulting’s retail customer experience methodology which has been deployed for many retailers and administered to over 100,000 consumers to gather insights into shopping behaviors.
Kathy O’Brien is Unilever’s Marketing Director for Dove Skin & Masterbrand in the United States. During her time at Unilever, Kathy has worked on industry-leading brands including: AXE®, all®, Dove®, Caress®, Lever 2000®, Suave®, Vaseline®, Pond’s® and Q-tips®. Prior to assuming her most current role, Kathy was the Customer Marketing Director for the Skin business in the Unilever Home and Personal Care Division. She was responsible for building brand equity and executing brand activation plans at the customer level. Previously she was the North American Brand Development Director for all® detergent. During the three years in this critical role, she helped lead the brand to #2 in the detergent category. Kathy holds an undergraduate degree from Boston College and an MBA from Columbia University in New York City. She resides in Rowayton, CT. Sasha Orloff is the VP of Online Channel Development and Innovation at Citi Cards. After helping to successfully grow one of the first social media websites at Ingenio.com, Sasha spent 5 years working in microfinance for Grameen USA and The World Bank, developing an affordable banking software which enabled microfinance organizations to expand operations in developing countries. After completing his MBA at the McDonough School of Business (Georgetown University), Sasha accepted a job in Citi Cards' leadership development program rotating through positions in Risk Management, Online Marketing and Product Finance. While at Citi, Sasha partnered with the Susan G. Komen for the Cure as well as created the Make-A-Difference viral marketing application on Facebook, allowing an approved Citi Card applicant to donate money to the cause of their choice. His larger team is also responsible for Citi's Plant-A-Tree partnership with the Arbor Day Foundation, which has thusfar saved 6,800 trees and planted 1.8 million more in 14 national forests for cardmembers who choose to receive paperless statements. Sasha is proud to work for a company that is committed to directing $50 billion over the next 10 years to address global climate change through investments, financings and related activities and to support the commercialization and growth of alternative energy and clean technology among the clients and markets it serves, as well as within its own businesses and operations. Inside the Mind of the Consumer: Uncovering Insights through Market Research
Asís Martinez-Jerez joined the Harvard Business School faculty in 2001, where he has taught the first-year MBA course, Financial Reporting and Control and several Executive Education Programs. In 2005, Asís received the MBA Class Award for teaching excellence. He currently teaches a second-year MBA elective of his own design, Competing and Winning through Customer Information (CWCI). A native of Alicante, Spain, Asís earned his undergraduate degrees in Law and Business Administration at ICADE-Madrid. He achieved his MBA from Harvard Business School in 1991. After graduating from college he worked as an International Associate for La Suisse Assurances in Lausanne, Switzerland. Then, he worked as a consultant for McKinsey & Co., where he returned after his MBA to develop his professional activities in Europe and South America. Asís received his Ph.D. in Business Economics from Harvard University in 2002. In his research, Asís focuses on issues related to the information and control systems needed to drive revenue growth as well as on corporate governance and its interaction with accounting information. Asís enjoys the company of his lovely wife, María José, and his daughters, Victoria and Aitana.
Devorah Klein is a Human Factors Specialist at the IDEO Boston office, working in the Health practice. Her focus is on understanding the social, behavioral, emotional, and cognitive factors that shape how people use products, services, and environments. She has broad experience across many industries and for clients such as Eli Lilly, GSK, Baxter, and Tyco-Kendall.
At IDEO, Devorah has been leading work on Design for Adherence. By thinking about Adherence as a design problem, she can help diagnose the specific adherence challenges, identify the critical opportunities, and use design tools to craft targeted solutions. These tools are proving useful both in the world of healthcare and beyond.
In addition, she has helped develop new methodologies for both gathering information in the field and better analyzing and synthesizing the data collected, to strengthen the link between research and design.
Devorah holds a Ph.D. in Cognitive Psychology from University of Illinois at Urbana-Champaign, and often brings insights to projects from her earlier research into context, language, and ambiguity resolution.
As Director of Brand Strategy for eos Products, Sherry is responsible for overseeing product development and marketing strategy for this new personal care brand that makes innovative and stylish beauty products to meet the needs of the modern woman.
Sherry joined eos Products in February 2008, just a few months prior to launching the brand’s first product, eos ultra moisturizing shave cream, at select mass, drug, and food retailers throughout the country and in Canada. eos ultra moisturizing shave cream has reinvented the modern woman’s shaving experience with the first shave cream that truly reflects her sensibility and raises the bar for efficacy and design. The rich cream formula is so nourishing and protective that women can shave wet or dry. eos is packaged in a sleek, ergonomic bottle made of soft-touch, recyclable plastic that won’t leave a rust ring in the shower. Now that eos has reinvented shaving cream, it is looking at the rest of the personal care category and Sherry and the eos team are currently working on a line of body lotions and lip balms scheduled to launch in early 2009.
Prior to joining eos, Sherry was the Director of Marketing for Shampoo & Conditioner with the L’Oreal Paris Division of L’Oreal USA. Having joined L’Oreal in 2004 as an Assistant Marketing Manager, Sherry worked on several categories and a variety of brands during her 4 years at the company.
In 2004, Sherry received her MBA from Harvard Business School. Prior to HBS, Sherry spent two years working as an analyst in the Investment Banking Division at Goldman Sachs.
In 2000, Sherry received her Bachelor of Arts degree from the UCLA.
Christopher S Winter is Senior Vice President in Wells Fargo Enterprise Marketing. Chris has been with Wells Fargo since 1998, where he runs Modeling and Analysis for Enterprise Marketing. Prior to joining Wells Fargo, Chris was a consultant with IBM where he advised financial services companies in the use of analytical and data resources. Before IBM, Chris was at Bank of America, where he was Marketing Director of the Private Bank, Manager of International Client Services, and Head of Treasury Management for Europe, Mideast and Africa. Chris is a past president of the Banking Product Managers Association of the United States, member of the Bank Administration Institute Cash Management Commission, and lecturer at Management Center Europe and the American Management Association. Chris has been involved with the HBS for many years, supporting research efforts of faculty and doctoral candidates. He earned his MBA from the University of Chicago in marketing and finance, following undergraduate work at Northwestern University. Private Labels vs. Big Brands
Rajiv Lal, is the Stanley Roth, Sr. Professor of Retailing at Harvard Business School where he supervises the retailing curriculum and has served as the course head for Marketing, required study in the first year of the MBA program. Professor Lal also teaches in several Executive Education programs including General Management Program, and co-chairs the Senior Executive Seminar for Retailers and Suppliers and the program on Building and Leading a Customer Centric Organization. Lal was Professor at the Graduate School of Business at Stanford University since 1982. He was the Thomas Henry Carroll Ford Foundation Visting Professor at Harvard Business School for 1997-98. He was visiting Professor of Marketing at INSEAD, France in 1986, 1988, 1992 and 1993. He did his undergraduate work in mechanical engineering at the Indian Institute of Technology at Kanpur, India and received his PhD in Industrial Administration from Carnegie-Mellon University. Lal has served as an Area Editor for Marketing Science and is the Co-editor of Quantitative Marketing and Economics. Lal's current research is concerned with the Future of Department Stores in America. In addition, he is studying how to build and sustain Customer Centric retail organizations. His most recent work explored successful retail strategies for global expansion. He has written extensively on the impact of using the Internet as a channel of distribution on a retailer's pricing, merchandising and branding strategy. A recent paper written on this area of research was published in Marketing Science and nominated for the award of the best paper in Marketing and Management Science. His earlier work in retailing studies the impact of competition between different retail formats, such as EDLP and Hi-Lo grocers. He has also studied the consequences of the increasing use of store brands by grocery retailers on store loyalty and its implications for packaged goods manufacturers. Lal's earlier research has focused on pricing, trade promotions and salesforce compensation plans. The work on salesforce compensation plans originated with his dissertation research which won the award for the best paper published in Marketing Science and Management Science in 1985. A subsequent article, also developed from his thesis, received an honorable mention for the same award in 1986. He has continued to work in this area and has recently completed a study of compensation plans used by German salesforces. His work in the area of pricing and promotions has been equally well recognized. Two of his articles were among the finalists for the John D. C. Little award for the best paper published in Management Science and Marketing Science in 1990. One of these articles, co-authored with Jagmohan Raju and V. Srinivasan, on the impact of brand loyalty on price promotions has been awarded the Frank Bass award for the best dissertation paper. Dave Eisen, Marketing Manager – Baking Division, General Mills
As a Marketing Manager in the Baking Division, Dave is responsible for the Betty Crocker Cake & Frosting and Gold Medal Flour businesses, along with a range of Divisional customer, marketing, and staffing initiatives.
Eisen began his career at General Mills in 2000 as a summer intern Associate Marketing Manager in the Big G Cereal Division. In 2001, he returned full-time to Big G, where he managed Wheaties Energy Crunch along with all Wheaties Special Events and PR – including the 2002 Wheaties Super Bowl and Olympics American Champions packages. He then moved to the Lloyd’s Barbecue business, where he managed diverse product, packaging, and marketing efforts resulting in the first profitable year under General Mills ownership. After completing a Sales rotation at the Wal-Mart General Mills Sales office, Dave moved to Yoplait, where he managed multiple businesses in the Kid Yoplait portfolio. On Go-Gurt, Dave led an integrated marketing and new product campaign that drove record performance for the brand in 2004 and 2005.
In 2005, Dave was promoted to Marketing Manager and joined the Meals Division, with New Products responsibility. Dave led the national launch of Hamburger Helper Microwave Singles, generating $50MM in sales in its first year. He then launched Wanchai Ferry Chinese Dinner Kits, a new brand in the United States marking General Mills’ entrance into the rapidly growing Asian Meals category. Dave also prepared Macaroni Grill Dinner Kits for a successful national launch. In his first year in the Baking Division, Dave has driven significant business model enhancement on his Cake and Flour businesses, along with double-digit growth with his customer accounts.
In 2001 Dave received his MBA from Harvard Business School. Prior to HBS, Dave worked as a Marketing Consultant at Yankelovich Partners for five years. At Yankelovich, Dave advanced to the level of Associate Director of Client Service with the Yankelovich MONITORâ, a leading American lifestyle study examining the impact of consumer attitudes and behaviors on the marketplace.
In 1994, Dave received his Bachelor of Arts degree in American Historical Research cum laude from the University of Pennsylvania, where he was named a Benjamin Franklin scholar. Tara Levine, Senior Marketing Manager, Ocean Spray Cranberries Tara Levine oversees the $750MM U.S. Cranberry Juice business for Ocean Spray. In that capacity, she directs all aspects of this seven-brand portfolio, including the development of brand positioning, advertising and packaging, as well as the creation of new products and execution of go-to-market strategies. Most recently, Ms. Levine launched Cranergy™, Ocean Spray’s naturally energizing juice drink, the first entrant into this new category. She previously worked at Procter & Gamble, where she managed the Gillette global male shaving preparations business, the Right Guard business in North America, and launched the Oral-B / Disney Stages toothbrush line. Previously, Ms. Levine was the Director of Research and Advisory Services at Catalyst, a non-profit research and consulting firm devoted to the advancement of women in business. In that capacity, she partnered with Fortune 500 corporations and firms to develop strategies to capitalize on the talents of women in organizations and wrote the book, Creating Women’s Networks: A How-To Guide for Women & Companies. Ms. Levine graduated from Harvard Business School in 2001 and holds a B.A. from Brown University. She currently resides in Dedham, with her husband Jim and two sons, Josh and Matt and sits on the board of the Dedham Community House.
Mike Nelson has been with Staples since 2004, serving as the Vice President, Staples Brands Group. He is responsible for setting the Product and Brand strategies for the $3 billion Staples Brand Product business. He manages the Global Product Brand Management team as well as the Marketing and Packaging functions. The team is focused on developing a pipeline of innovative, exclusive products that will help differentiate Staples vs. their competition. Prior to joining Staples, Mike was the Vice President of Marketing with the Rubbermaid Home Products division of Newell Rubbermaid. He also held several positions in Sales and Product Marketing at Black & Decker. In addition, Mike sits on the Board of Directors for Union Street Brand Packaging, a consumer product packaging company that designs and manufactures innovative packaging solutions for companies that include Clorox and Johnson & Johnson. Mike received his undergraduate degree in management and marketing from the University of Massachusetts, Amherst and his MBA from the Fisher College of Business at The Ohio State University.
Grant Pill is the Vice President of Store Brands & Photo for CVS Pharmacy, the nation’s largest drug retailer with over 6,700 stores. The role encompasses leadership for all aspects of CVS’s Store Brand program for CVS brands as well as proprietary and licensed brands and encompasses team development, brand strategy, product development, marketing and all strategic and financial goals. During his 6 years with CVS, he has also been the Director of Photography and Imaging, responsible for all aspects of the photography business including on-site and off-site photo finishing, as well as the traditional film and digital products businesses. Prior to joining CVS, Grant worked as a Consultant for the strategy consulting firm Bain & Company in Sydney and Boston. Before joining Bain he was the General Manger for TV Media, a leading infomercial company based in Singapore. Grant holds an MBA from Melbourne Business School and a Bachelor of Arts from Monash University Australia.
Chris Williams started in Merchandising at Target as a Buyer managing the P&L, assortment strategy and vendor negotiations for national brand grocery products. Recently Chris became the Owned Brands Buyer responsible for developing Target’s private label candy brands including Choxie, Market Pantry and seasonal food gifts. In this role Chris manages a cross-functional team responsible for ideation, design, vendor sourcing, development, packaging, food safety, quality assurance, and marketing.
Prior to Target Chris worked at Limited Brands on the Store Operations team for the Express apparel brand.
From 2001 to 2004 Chris worked as an analyst in the Deloitte Consulting Retail Practice where he completed strategic and operational projects for international mass retailers, regional specialty chains and global consumer products companies. Chris’ projects were in the areas of pricing strategy, customer segmentation, store operations, advertising, assortment optimization and competitive benchmarking.
Chris earned a Bachelor of Science from Georgia Tech and an MBA from Harvard Business School. |
MODERATOR:
Mikolaj Jan Piskorski, Assistant Professor of Business Administration,
Harvard Business School
Bob
Gilbreath, Chief Marketing Strategiest, Bridge Worldwide
Rob
Harles, Senior Vice President, Sears Holding Company
Andrea
Zahumensky, Brand Manager, Crest, P&G
Kathy
O’Brien, Marketing Director for Dove Skin and Masterbrand in
U.S., Unilever
MODERATOR:
Francisco de Asis Martinez-Jerez, Associate Professor of Business
Administration, Harvard Business School
Devorah
Klein, Human Factors Specialist, IDEO
Sherry
Jhawar, Director of Brand Strategy, eos Products LLC 
Christopher
Winter, Senior Vice President, Wells Fargo
MODERATOR:
Rajiv Lal, Stanley Roth, Sr. Professor of Retailing, Harvard Business
School
Mike
Nelson, VP Brand Management for the Staples Brands Group
Grant
Pill, VP of Store Brands & Photo, CVS
Chris
Williams, Buyer – Owned Brands, Target Corporation
