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KCDMA Symposium 2020

KCDMA Talks: Using Data to Drive Experience and Personalization Every…

January 16, 2020, 8:00AM

KCDMA Talks: Using Data to Drive Experience and Personalization

Every marketing initiative, no matter how big or small makes an impact. Does that impact have purpose? Does it enhance the user experience? Could it have been more personalized? Let the industry’s best and brightest help answer these questions and more at Symposium 2020. You don’t want to miss this opportunity to be inspired and gain new insights that will help drive your marketing strategy.

This full-day event is packed with takeaways from an impressive lineup of industry leaders that you will be able to use right away to enhance your marketing efforts.

Your ticket includes a day full of marketing insights & takeaways, meals, “The Purpose Advantage” and other swag bag goodies.

Breakfast & Registration starts at 8 a.m. and we will being promptly at 8:30 a.m.

Speakers will end at 4 p.m. but we invite you to stick around for conversation, drinks and live music at happy hour from 4-5 p.m.


Early Bird – Ends 11:59 p.m. on Friday, November 22.

  • $199 Non-Member
  • $174 Member
  • $99 Student

Regular – Sales End 11:59 p.m. on Friday, January 10.

  • $224 Non-Member
  • $199 Member 
  • $99 Student

Save $100 when you buy a 4-pack of tickets!

Our Speakers

Jennifer Cawley | SVP, Purpose & Sustainability Practice Lead, Barkley

The Purpose Advantage

We are in a new era of brand building, one that’s evolving the rules of the market. This means it’s paramount you understand and align on how to differentiate your brand and drive revenue—brands with soul outperform their peer groups. But many brands still struggle to arrive at a brand purpose that will ignite the hearts and minds of customers and their workforce while honoring the brand’s history and reflecting its organic ethos. In this talk, you’ll learn how brands are using new business models to win the hearts and minds of their employees and consumers, as well as: 

  • Understand the meaning of brand purpose 
  • Define why this is matters and is crucial in today’s marketplace (improve customer loyalty, drive revenue and differentiate your brand)
  • Why Brand Purpose impacts profit growth
  • Discover traps & blindspots and how to avoid them


Jennifer Cawley has spent two decades helping transform organizations through brand purpose and reputation management. Her work as a senior communication strategist has helped brands connect consumer insights into scalable purpose strategies. These strategies range from launching communications for the first major-scale, U.S.-based protein blockchain initiative, to leading a rebrand to future-proof an iconic yet struggling non-profit brand.

Jennifer excels at creative ideation and problem solving and has developed national award-winning strategies for consumer packaged goods, retail, restaurant, travel, lifestyle and non-profit clients.

Karen Loggia | Director of Marketing, Tension Corporation

Direct Effects: Using Direct Mail and Print Marketing to Reach Customers

Tactile marketing – like direct mail and printed materials – can be more impactful than some of its digital counterparts. Yet it is an often misunderstood and overlooked medium. In this dynamic, hands-on session, you’ll learn how direct mail principles and personalization can boost your responses, improve brand recall and deliver enviable ROIs. 

After the session, you will walk away with: 

  • A foundational understanding of direct mail and printed marketing, plus personalization opportunities 
  • Tips for cleaning your data to ensure successful and data-driven tactile marketing campaigns 
  • Three things you can do TODAY to get started with direct mail 
  • Hot or Not? Examples of today’s best printed and personalized marketing materials 
  • The numbers – how combining physical and digital marketing has provable and repeatable results 


Karen Loggia is a marketing and communications professional who is passionate about getting the right message to the right people at the right time. She began her commitment to data-driven decision making in healthcare underwriting and consulting. She then progressed into brand management and product development, first at John Deere and later at Whirlpool Corporation. In her current role as Tension Corporation’s Director of Marketing, she is responsible for printed and digital communications, internal marketing and sales operations activities. Tension provides thought leadership for the direct mail and envelope industry.

Heather Physioc | Group Director of Discoverability, VMLY&R

Building a Discoverability Powerhouse: Lessons From Merging an Organic, Paid & Content Practice

Twitter: @heatherphysioc

LinkedIn: https://www.linkedin.com/in/heatherphysioc/

Slideshare: https://www.slideshare.net/heatherphysioc

Search is a channel that can’t live in a silo. In order to be its most effective, search teams have to collaborate successfully across paid, organic, content and more. Get tips for integrating and collaborating from the hard knocks and learnings of managing an organic, paid and performance content team into one Discoverability group. Find out how we went from three teams of individual experts to one integrated Discoverability powerhouse, and learn from our mistakes and wins as you apply the principles in your own company.


Heather Physioc is Group Director of Discoverability at VMLY&R, including the Organic Search, Paid Search and Performance Content teams. VMLY&R Heather is a graduate of the University of Missouri in Columbia, with a bachelor’s degree in strategic communication (advertising), and holds an Executive Master of Business Administration from Rockhurst University. She is an adjunct professor of digital marketing at the master’s level at the University of Kansas.


Ashley Mahoney | Founder & Creative Director, Hello Big Idea

Developing a Social Media Strategy That Sells

Instagram: @hellobigidea

How do you create scroll-stopping content that also converts customers? It takes more than pretty pics and clever captions (although that’s a great place to start). Having a smart social strategy is the best way to ensure your brand is seen, heard and profitable in today’s crowded social space. 

Strategy is a word that often gets thrown around in the marketing world. But what is it? If we can’t see it, if we can’t touch or hold it, how can we begin to understand the value strategy can bring to the table? 

As the founding owner of Hello Big Idea, Ashley Mahoney and her team work with brands big and small to step up their social presence and crush their marketing goals. She’ll walk you through her process and give you the tools to start thinking of your social media more strategically. Giving you these 5 takeaways:

  • How to identify big, measurable goals.
  • Importance of recognizing target audience and establishing a brand voice and persona. 
  • Care, Share, Aware, Convert 
  • How to create actionable steps towards crushing your goals 
  • Tips for developing striking visual content


Ashley is the founder and creative director at Hello Big Idea. A former high school business teacher and self-taught designer, Ashley is passionate about helping fellow creative entrepreneurs follow their dreams. Just like any big idea, hers is truly a labor of hard work and dedication, created through lots of late nights, countless bottles of wine, and a good amount of networking and strategizing.

Hello Big Idea has helped hundreds of clients take their business from brainstorm to a thriving brand. Their small and mighty team of designers, strategists, writers, photographers and videographers take on a range of projects – from brand identities to social media strategy to website design and so much more.


Adam Bravo | Vice President of Direct Marketing Strategy, MGM Resorts International

Data-Driven Marketing’s Role at MGM in Entertaining the Human Race; Understanding how loyalty data is used in the gaming and hospitality industry to drive personalized direct marketing.

Twitter: @AdamJBravo 

LinkedIn: https://www.linkedin.com/in/adambravo

Discussion of how loyalty and data are employed in the gaming and hospitality industry to fuel personalized marketing. How do we build a culture to learn on the fly, fail fast, and drive winning strategies? Once we curate these techniques and approaches we have to look to implementing them at scale without hindering our business. As our business evolves we have to focus forward to expand our channels and be more relevant to our customer base.  

5 Takeaways..

  • Understand how data fuels direct marketing decisions 
  • Strategies employed to increase engagement and response 
  • Fail fast: Implementing regimented Test & Learn methodology 
  • Automation: Managing direct marketing at scale 
  • The approach you used last year won’t work 


Adam Bravo is the Vice President of Direct Marketing Strategy for MGM Resorts International.  Adam brings over 15 years of marketing experience, overseeing direct marketing, campaign management and trigger-based marketing efforts at MGM Resorts.  Most recently, he served as Executive Director of Loyalty Marketing Operations. He holds expertise in 1 to 1 marketing, B2C marketing optimization, direct marketing initiatives, gaming, entertainment, and hospitality industries. Prior to joining MGM Resorts, he held several key marketing positions including Corporate Database Marketing for American Casino and Entertainment Properties in Las Vegas, Business Development for Goodwin Associates in New York, and Retail Marketing for Unilever.  Adam holds a Bachelor of Business Administration degrees in both Marketing and International Business from Baylor University.

Adam was named to the Direct Marketing News 40 Under 40 award winners list in 2015; he also received the 2014 Apex Marketing Innovator of the Year Award. He also serves on the Advisory Board of the Nevada Medical Center focusing on community engagement early childhood education initiatives. He is a member of the Leadership Las Vegas Class of 2020.

Natalie Gershon | Vice President of Marketing, Boulevard Brewing Company

Making Partnerships Personal

Twitter: @nataliegershon

Instagram: @nataliegershon

Partnerships are more than sponsorships and contracts, but brands receive these opportunities more than they create them. Having built a strategy around shameless outreach, mutual impact and stellar execution, you’ll hear best practices for creating personalized partnerships that help grow your brand, including . . .

  • How to take stock of your own assets
  • Finding your sweet spot
  • How to make the ask and get the yes
  • What execution really means
  • How to keep it growing


Natalie wants to live in a world where her coffee cup never cools, the details sweat themselves and she always knows what to cook for dinner. By day, Natalie is the Vice President of Marketing for Boulevard Brewing Co. in Kansas City, MO, where she oversees brand strategy, retail marketing and creative across beer and Fling Craft Cocktails. During her tenure at the brewery, she has proudly led the charge on some major partnerships including the KC Royals, 20th Century Fox, Paramount and Sony PlayStation.

Before joining Boulevard in 2016, Natalie spent the prior fifteen years in Los Angeles, working primarily in natural/organic consumer packaged goods where she lead the marketing team at Zevia, disrupting traditional carbonated soft drinks, and Dogswell, the innovator of functional pet food.

When not at her dream job, Natalie spends as much time as she can with her incredibly patient family who deeply understands and, for the most part, appreciates that she lives her life by the mantra “a little too much is perfect for me”.

Doug Weinbrenner | SVP, Engagement Strategy | BGB Group (New York, NY)

Put A Ring on It: Engaging with many, with only one in mind

Our roles and rules have become increasingly focused on personalization at scale. With shifts in budgets, behaviors and daily data deluges; keeping a clear and actionable vision of audience needs and patterns becomes a tall order. In this practical and (maybe) comical presentation, we will uncover methods to mine for insights, connect dots and execute strategies that deliver personalization at scale — while maintaining the humanness of our audiences.

You will walk away learning:

  • How we moved from ‘spray & pray’ to hyper-focused personalization
  • How to date your audience (legally)
  • How to create a clear and comprehensive customer journey map


True to his nature, Doug’s career path has been a bit unconventional and non-linear. Doug’s career started 20 years ago in the local Kanas City nonprofit healthcare sector, serving the underserved and disconnected. During that time, a thing called the “worldwide web” was beginning to merge into all areas of life, including healthcare. 

Doug started connecting dots that patients were asking more questions in AOL Instant Messenger than with doctors. Then smartphones brought these opportunities to the palms of our hands, and the rest is history. In Kansas City and New York, Doug has led some of the biggest (and smallest) healthcare brands into the world of targeted digital marketing – and has won a few awards in the process. 

Though he has traded KC BBQ for NYC pizza, he will never trade his beloved Chiefs and Royals. They are off-limits.


The Fontaine Hotel

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901 W 48th Place
Kansas City, MO 64112 United States

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