Experiential Marketing Committee (ANA & Gold Associate Members)


Description & Purpose

Experiential Marketing includes events and sponsorships, but it also understands an experience can be more personal. Its importance lies in its ability to create a relevant bond with the consumer.  Today, Experiential Marketing includes events and more individual experiences, such as a demonstration of product’s performance, extra care/personal connection, and grassroots/affinity events. The key is creating an experience that stimulates an emotional connection and reinforces the essence of the brand. Experiential Marketing may also have an entertainment, cause, or celebrity aspect to it.

The Experiential Marketing Committee is for members who are responsible for their organizations' experiential marketing initiatives. Experiential marketing are becoming increasingly important components of the marketing communications mix, and growth has recently outpaced traditional advertising and promotion. This committee will provide a forum for members to share case studies, best practices, and network to ultimately elevate each other’s' expertise and make their organizations more effective.

Committee Chairs:
Dee Hall, Executive Vice President, FCBX
Matthew Gidley, Managing Director, Momentum Worldwide
David Lee, Head of Retail Licensing & Experiential Marketing, Miller Coors

BAA staff managing the Experiential Marketing Committee are Richard Feldman and Annie DeKraker


Discussion Topics

  • Measurement/ROI
  • Digital integration
  • Best practices for connecting the right sponsorship or event with the right brand in order to bring that brand to life
  • Contract management
  • Virtual events
  • Internal organization: how marketers are organized internally to manage events
  • Hospitality best practices
  • Maximizing marketing leverage
  • Cause-related marketing
  • Future trends in sponsorships

 

Join A Committee

Participation in Brand Activation related Committees is a benefit of ANA membership and Gold Level Associate Membership. There are no costs to join or attend meetings.

name title company
Matthew Gidley (Co-chairperson) GM, Momentum North America Momentum Worldwide
Dee Hall (Co-chairperson) EVP, Group Management Director FCBX
David Lee (Co-chairperson)   MillerCoors LLC
Michelle Acosta-Donovan Director, Sponsorship, Promotions, & Events LG Electronics, U.S.A., Inc.
Prachi Arya Sr Brand Manager Georgia-Pacific Corporation
Shane Atha Account Executive Brand Connections
Kim Bakota Marketing Manager Kehoe Designs
Carole Barnett Events and Sponsorship Manager BTC Bahamas
Jordan Ben Product Marketing Director Social Media Link
Kate Blevens Senior Manager, North America Promotions and Marketing Partnerships Hasbro, Inc.
Jacqueline Cadogan Marketing VP Citibank, N.A.
Nina Carrara Director, Event & Sponsorship Marketing Schneider Electric
Raven Cobb Marketing Manager, Enterprise Communications & Marketing American Medical Association
Jennifer Cogdal Group Public Relations Manager Marketing Werks
KL Daly Dir of Research & Bus Dev CTL Global, Inc.
Alexandra Davied Manager of Special Events SeaWorld Parks and Entertainment
Jessica Davis Director, Corporate Alliances Six Flags Entertainment
Annie DeKraker Manager, REGGIE Awards and Events Brand Activation Association, Inc.
Abbey Dodd Senior Brand Strategist Vistaprint
Alexandra Duncan   The Marketing Arm
Lisa Fasana VP, Account Management Marketing Werks
Richard Feldman Director, Experiential and Promotion Marketing Brand Activation Association, Inc.
Gully Flowers Senior Director, Client Development RED Interactive Agency
Brevard Fraser Marketing Specialis Cox Communications, Inc.
Andrew Geisler Director of Business Development CTL Global, Inc.
Kelly Gloor Vice President The Marketing Arm
Christina Gonzalez Associate Director National Multicultural Marketing Verizon Wireless Inc.
Marc Guzman Marketing Consultant Verizon Telematics
Richard Henderson Director, WW Strategic Initiatives Lenovo United States Inc.
Stephanie Junca Digital Marketing Specialist, Web Content Elkay Manufacturing Company
Ernie Kapanke Senior Vice President Eventive Marketing
Michael Kaufman SVP, Brand Activation ANA
Tania Keenan Director of Marketing Capital One
Agnes Kim Senior Analyst Sony Pictures Entertainment - (SS&P)
Simon Kopec Coordinator, Gbm W & Le Meridien Starwood Hotels & Resorts Worldwide, Inc.
Lynn LaRocca Chief Experience Officer New York Racing Association
Katy Lee Digital Communications Manager Hershey Chocolate U.S.A.
Eryn Lloyd Marketing Events Supervisor Country Financial
Kerry Lyons SVP, Sales & Marketing House Party, Inc.
Caitlin Madelmayer Manager, Experiential Events New York Road Runners
Stephanie Maes Account Executive MGM Resorts International
Nancy Mayette Manager, Agency Operations Coca-Cola Company
Adam McCarthy Event Technology Manager - Technical Producer Kehoe Designs
Carleen McCarthy Director of Local Media & Experiential Marketing for North America Coca-Cola Company
Tamra McCraw Director, Partner Development Share Our Strength
Stephanie McHale Regional VP, Midwest Sales House Party, Inc.
Kristen McLane Local Marketing Managr Safelite Group
Rob Morton Director of Business Development CTL Global, Inc.
Amanda Nelson Social Media Manager GMR Marketing
Shari Neumann Director, Brand Center Georgia-Pacific Corporation
Dawn Parra Marketing Manager, Cleveland Clinic Florida Cleveland Clinic
Matt Pensinger SVP, Managing Director Jack Morton Worldwide
KL Robertson    
Jennifer Rusk Senior Marketing Manager Chobani, Inc.
David Saalfrank President Eventive Marketing
Christine Shoaf SVP Global Business Lead Momentum Worldwide
Bob Siegal Director KPMG LLP
Ryan Sjostrom Experience Producer Kehoe Designs
Christina Speck Senior Director, Consumer Strategy and Activation Aetna Inc.
Stephanie Steup   Social Media Link
Jonathan Stine Procurement Manager for Market Research Nestlé USA
Brianna Trucco Account Director, Brand Media 84.51
Linda Tyson Event Marketing Analyst State Farm Mutual Automobile Insurance Co.
Tom Valdiserri Executive Vice President KemperLesnik
Chris Verlengia Sponsorship Manager Wellmark Blue Cross Blue Shield
Tom Volgenau Procurement Category Manager, BTL, Experiential, PR and Sponsorships Diageo North America, Inc.
Jackie Walker Sr. Account Executive SCA Promotions
Kate Weis Sr Marketing Mgr Time Inc.
Gregory Weiss Vice President/Business Leader, Social Media Marketing MasterCard Worldwide
Anne Westpheling Director of Partnerships and Business Development Gwynnie Bee
Erika Williams   Deluxe Corporation
Sarah Winfrey Associate Director of Development Torrance-South Bay YMCA
  • Name

    Matthew Gidley (Co-chairperson)

    Title

    GM, Momentum North America

    COMPANY

    Momentum Worldwide
  • Name

    Dee Hall (Co-chairperson)

    Title

    EVP, Group Management Director

    COMPANY

    FCBX
  • Name

    David Lee (Co-chairperson)

    Title

     

    COMPANY

    MillerCoors LLC
  • Name

    Michelle Acosta-Donovan

    Title

    Director, Sponsorship, Promotions, & Events

    COMPANY

    LG Electronics, U.S.A., Inc.
  • Name

    Prachi Arya

    Title

    Sr Brand Manager

    COMPANY

    Georgia-Pacific Corporation
  • Name

    Shane Atha

    Title

    Account Executive

    COMPANY

    Brand Connections
  • Name

    Kim Bakota

    Title

    Marketing Manager

    COMPANY

    Kehoe Designs
  • Name

    Carole Barnett

    Title

    Events and Sponsorship Manager

    COMPANY

    BTC Bahamas
  • Name

    Jordan Ben

    Title

    Product Marketing Director

    COMPANY

    Social Media Link
  • Name

    Kate Blevens

    Title

    Senior Manager, North America Promotions and Marketing Partnerships

    COMPANY

    Hasbro, Inc.
  • Name

    Jacqueline Cadogan

    Title

    Marketing VP

    COMPANY

    Citibank, N.A.
  • Name

    Nina Carrara

    Title

    Director, Event & Sponsorship Marketing

    COMPANY

    Schneider Electric
  • Name

    Raven Cobb

    Title

    Marketing Manager, Enterprise Communications & Marketing

    COMPANY

    American Medical Association
  • Name

    Jennifer Cogdal

    Title

    Group Public Relations Manager

    COMPANY

    Marketing Werks
  • Name

    KL Daly

    Title

    Dir of Research & Bus Dev

    COMPANY

    CTL Global, Inc.
  • Name

    Alexandra Davied

    Title

    Manager of Special Events

    COMPANY

    SeaWorld Parks and Entertainment
  • Name

    Jessica Davis

    Title

    Director, Corporate Alliances

    COMPANY

    Six Flags Entertainment
  • Name

    Annie DeKraker

    Title

    Manager, REGGIE Awards and Events

    COMPANY

    Brand Activation Association, Inc.
  • Name

    Abbey Dodd

    Title

    Senior Brand Strategist

    COMPANY

    Vistaprint
  • Name

    Alexandra Duncan

    Title

     

    COMPANY

    The Marketing Arm
  • Name

    Lisa Fasana

    Title

    VP, Account Management

    COMPANY

    Marketing Werks
  • Name

    Richard Feldman

    Title

    Director, Experiential and Promotion Marketing

    COMPANY

    Brand Activation Association, Inc.
  • Name

    Gully Flowers

    Title

    Senior Director, Client Development

    COMPANY

    RED Interactive Agency
  • Name

    Brevard Fraser

    Title

    Marketing Specialis

    COMPANY

    Cox Communications, Inc.
  • Name

    Andrew Geisler

    Title

    Director of Business Development

    COMPANY

    CTL Global, Inc.
  • Name

    Kelly Gloor

    Title

    Vice President

    COMPANY

    The Marketing Arm
  • Name

    Christina Gonzalez

    Title

    Associate Director National Multicultural Marketing

    COMPANY

    Verizon Wireless Inc.
  • Name

    Marc Guzman

    Title

    Marketing Consultant

    COMPANY

    Verizon Telematics
  • Name

    Richard Henderson

    Title

    Director, WW Strategic Initiatives

    COMPANY

    Lenovo United States Inc.
  • Name

    Stephanie Junca

    Title

    Digital Marketing Specialist, Web Content

    COMPANY

    Elkay Manufacturing Company
  • Name

    Ernie Kapanke

    Title

    Senior Vice President

    COMPANY

    Eventive Marketing
  • Name

    Michael Kaufman

    Title

    SVP, Brand Activation

    COMPANY

    ANA
  • Name

    Tania Keenan

    Title

    Director of Marketing

    COMPANY

    Capital One
  • Name

    Agnes Kim

    Title

    Senior Analyst

    COMPANY

    Sony Pictures Entertainment - (SS&P)
  • Name

    Simon Kopec

    Title

    Coordinator, Gbm W & Le Meridien

    COMPANY

    Starwood Hotels & Resorts Worldwide, Inc.
  • Name

    Lynn LaRocca

    Title

    Chief Experience Officer

    COMPANY

    New York Racing Association
  • Name

    Katy Lee

    Title

    Digital Communications Manager

    COMPANY

    Hershey Chocolate U.S.A.
  • Name

    Eryn Lloyd

    Title

    Marketing Events Supervisor

    COMPANY

    Country Financial
  • Name

    Kerry Lyons

    Title

    SVP, Sales & Marketing

    COMPANY

    House Party, Inc.
  • Name

    Caitlin Madelmayer

    Title

    Manager, Experiential Events

    COMPANY

    New York Road Runners
  • Name

    Stephanie Maes

    Title

    Account Executive

    COMPANY

    MGM Resorts International
  • Name

    Nancy Mayette

    Title

    Manager, Agency Operations

    COMPANY

    Coca-Cola Company
  • Name

    Adam McCarthy

    Title

    Event Technology Manager - Technical Producer

    COMPANY

    Kehoe Designs
  • Name

    Carleen McCarthy

    Title

    Director of Local Media & Experiential Marketing for North America

    COMPANY

    Coca-Cola Company
  • Name

    Tamra McCraw

    Title

    Director, Partner Development

    COMPANY

    Share Our Strength
  • Name

    Stephanie McHale

    Title

    Regional VP, Midwest Sales

    COMPANY

    House Party, Inc.
  • Name

    Kristen McLane

    Title

    Local Marketing Managr

    COMPANY

    Safelite Group
  • Name

    Rob Morton

    Title

    Director of Business Development

    COMPANY

    CTL Global, Inc.
  • Name

    Amanda Nelson

    Title

    Social Media Manager

    COMPANY

    GMR Marketing
  • Name

    Shari Neumann

    Title

    Director, Brand Center

    COMPANY

    Georgia-Pacific Corporation
  • Name

    Dawn Parra

    Title

    Marketing Manager, Cleveland Clinic Florida

    COMPANY

    Cleveland Clinic
  • Name

    Matt Pensinger

    Title

    SVP, Managing Director

    COMPANY

    Jack Morton Worldwide
  • Name

    KL Robertson

    Title

     

    COMPANY

     
  • Name

    Jennifer Rusk

    Title

    Senior Marketing Manager

    COMPANY

    Chobani, Inc.
  • Name

    David Saalfrank

    Title

    President

    COMPANY

    Eventive Marketing
  • Name

    Christine Shoaf

    Title

    SVP Global Business Lead

    COMPANY

    Momentum Worldwide
  • Name

    Bob Siegal

    Title

    Director

    COMPANY

    KPMG LLP
  • Name

    Ryan Sjostrom

    Title

    Experience Producer

    COMPANY

    Kehoe Designs
  • Name

    Christina Speck

    Title

    Senior Director, Consumer Strategy and Activation

    COMPANY

    Aetna Inc.
  • Name

    Stephanie Steup

    Title

     

    COMPANY

    Social Media Link
  • Name

    Jonathan Stine

    Title

    Procurement Manager for Market Research

    COMPANY

    Nestlé USA
  • Name

    Brianna Trucco

    Title

    Account Director, Brand Media

    COMPANY

    84.51
  • Name

    Linda Tyson

    Title

    Event Marketing Analyst

    COMPANY

    State Farm Mutual Automobile Insurance Co.
  • Name

    Tom Valdiserri

    Title

    Executive Vice President

    COMPANY

    KemperLesnik
  • Name

    Chris Verlengia

    Title

    Sponsorship Manager

    COMPANY

    Wellmark Blue Cross Blue Shield
  • Name

    Tom Volgenau

    Title

    Procurement Category Manager, BTL, Experiential, PR and Sponsorships

    COMPANY

    Diageo North America, Inc.
  • Name

    Jackie Walker

    Title

    Sr. Account Executive

    COMPANY

    SCA Promotions
  • Name

    Kate Weis

    Title

    Sr Marketing Mgr

    COMPANY

    Time Inc.
  • Name

    Gregory Weiss

    Title

    Vice President/Business Leader, Social Media Marketing

    COMPANY

    MasterCard Worldwide
  • Name

    Anne Westpheling

    Title

    Director of Partnerships and Business Development

    COMPANY

    Gwynnie Bee
  • Name

    Erika Williams

    Title

     

    COMPANY

    Deluxe Corporation
  • Name

    Sarah Winfrey

    Title

    Associate Director of Development

    COMPANY

    Torrance-South Bay YMCA