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Sponsorship & Event Marketing

The Sponsorship & Event Marketing Committee is for members who are responsible for their organizations' sponsorships, corporate partnerships and event marketing initiatives. Sponsorship and event marketing are becoming increasingly important components of the marketing communications mix, and growth for both have 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 others' expertise and make their organizations more effective.

Committee Co-Chairs:
Gerald Johnson, Chief Diversity Officer and EVP Marketing, American Heart Association
Brian Maynard, Head of Marketing, Jenn-Air Brand Marketing, Whirlpool Corporation

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
  • Sponsorship and event activation
  • 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

Leadership Initiatives

ANA Sponsorship and Event Marketing Measurement Survey
This survey was released in November 2013. Measurement is critical given the growth in sponsorship and event marketing. The objectives of this survey included assessing if companies measure return from sponsorship and event marketing, evaluating what metrics they use to measure success, determining satisfaction marketers have with their current ability to measure ROI and ROO, and examining how marketers gather and use data in their decision-making.

Name Title Company
Gerald Johnson (Co-chairperson) Chief Diversity & Inclusion Officer, SVP of Marketing American Heart Association
Brian Maynard (Co-chairperson) Director of Marketing Whirlpool Corporation
Carol Ashby Senior Manager, Sponsorship & Local Marketing AutoTrader.com, LLC
Christine Bacon VP, Head of Advertising Allianz Global Investors
Brianne Baird Assistant Director, Corporate & Foundation Relations Memorial Sloan Kettering Cancer Center
Tricia Bancroft Director Pitney Bowes Inc.
Tyler Baram Asset Management and Banking Portfolio Marketing Lead KPMG LLP
Rachel Barkan Sr. Manager Corporate Sponsorships TD AMERITRADE Holding Corp.
Carole Barnett Events and Sponsorship Manager BTC Bahamas
Jim Baudino Engagement Marketing Manager Toyota Motor Sales U.S.A., Inc.
Nicole Beason Marketing Manager West Virginia University
Derek Benbow Director, Corporate Sponsorships Charles Schwab & Company, Inc.
Kimberly Bigger Senior Associate New York Life Insurance Company
Bonnie Blaszak Manager, Corporate Procurement Daiichi Sankyo, Inc.
Stephanie Borges Director, Corporate Alliances Six Flags Entertainment.
Tara Bossert Director of Marketing Hornblower Cruises & Events
Randall Bourquin Manager of Partnerships World Surf League
Molly Brindle Director of Strategic Partnerships New York Racing Association
Keri Bruce Senior Associate Reed Smith LLP
J.W. Cannon Senior Project Lead - Sponsorships and Events United Parcel Service, Inc. (UPS)
Paul Cantello Event Marketing Manager National Grid
Jonathan Cardoni Senior Meeting Planner Liberty Mutual Group
Orla Carey Manager, Advertising and DM Tourism Ireland
Chris Carkeet Assoc. Director, Youth Development Programs St. Jude Children's Research Hospital, Inc. ALSAC
Marcie Catherines Marketing Manager, Sports & Partnerships Lowe's Companies, Inc.
Elizabeth Childers Ohio, Kentucky and Indiana Marketing Leader PricewaterhouseCoopers
Robin Choudhury Director, Brand Management and Head of Marketing for Insurance & Retirement Svs. & Wealth Management Svs. The Depository Trust & Clearing Corporation
Darcy Clark Account Manager Disney World
Marissa Clark Special Events Coordinator Disney Destinations LLC
Brian Coleman Director of Field Marketing Vita Coco
Fatina Coleman Vice President Morgan Stanley - New York
Tim Collins Senior Vice President, Experiential Marketing Wells Fargo & Co.
Danielle Criscuolo Program Manager, Advertising and Global Brand Management Liberty Mutual Group
Brian Cronin Brand Manager National Grid
Ioan Cusmir Marketing Director Ferrero Canada Ltd.
EJ Cutliff Business Development Sponsorship & Partnership Marketing MGM Resorts International
Sharon Cutts Coordinator Leadership Giving Habitat for Humanity International, Inc.
Aniko DeLaney Managing Director Bank of New York Mellon
Holly Del Rosario Sr. Brand Comm. Specialist Amway Corporation
Michelle Del Valle Director of Events & Sponsorships Ryder System, Inc.
Sandra Delgado Manager, Strategic Alliances Norwegian Cruise Line
Tanya Earley Director Global Brand USG Corporation
Jim Echikson N/A ASPCA
Tami Eichenauer Manager, Brand Experience Mazda North American Operations
Waleed Elgindy Senior Business Leader, Global Brand Marketing & Strategy Visa Inc.
Cindy Elledge Senior Sourcing Specialist, Global Procurement Adobe Systems Incorporated
Michael Elliott Fulfillment Manager Walt Disney Parks and Resorts
Lauren Essex Sr Advertising Manager AT&T Mobility LLC
Kristin Fassler Marketing Director Penguin Random House
Mary Fehrnstrom Director, Corporate Event Marketing Cisco Systems, Inc.
Jeff Ferguson Director of Sponsorship Sales Live Nation, Inc.
Colleen Finn Ridenhour Deputy Director, Corporate, Foundation and Institutional Relations Habitat for Humanity International, Inc.
Julie Foor US Communications Specialist IKEA North America
Euan Ford Multicultural Marketing Strategist American Family Insurance
Ryan Fowler Marketing Specialist California Lottery
Kevin Fox Manager of Broadcast CarMax Auto Superstores, Inc.
Lori Francis Director, Global Experiential Marketing Xerox Corporation
Kristine Friend Sr. Director Marketing Activation Marriott International, Inc.
Lisa Gaston Senior Manager, Event Marketing PricewaterhouseCoopers
Susanna Germani Procurement Manager, Demand Operations Diageo North America, Inc.
Daniel Glantz Global Head of Sponsorship American International Group, Inc.
Alexander Gold Event and Sponsorship Coordinator United States Tennis Association
Stephen Goldstein Vice President, Commercial Strategic Alliances Chubb Corporation
Jasmine Golubic Supervisor , BEM Mercedes-Benz USA, LLC
Andres Gonzalez Vice President, Global Sponsorships MasterCard Worldwide
Jesus Gonzalez Manager in Brand Partnership Universal Music Group
Debra Goodlett Marketing Manager Global Experience Specialists
Elise Gordon 2VP, Creative Services Travelers Insurance
Miranda Gregory Development Director Edison Electric Institute
Dan Griffis Vice President of Experiential Marketing Alliances Target Corporation
Eric Haman PR Manager (Internal) Hatfield Quality Meats, Inc.
Denise Harbaugh Manager, Geographic Marketing SeaWorld Parks and Entertainment
Craig Hardin   SeaWorld Parks and Entertainment
Alexa Harnett Digital Event Marketing Specialist Mercedes-Benz USA, LLC
Doug Harper Corporate Development Director Habitat for Humanity International, Inc.
Emily Harris Marketing Analyst Orange Leaf Frozen Yogurt
Emily Harubin Brand Marketing Coordinator Stanley Black & Decker, Inc.
Zenita Henderson Marketing Specialist Motorola Solutions, Inc.
Paul Hodges   Regions Financial Corp.
Samantha Hooker Assistant Marketing Manager, Customer & Local Perdue Farms Incorporated
Scott Horowitz Vice President Development Repucom International
James Hughes Strategy Planner Caesars Entertainment Corp.
Antonio Humphreys Senior Manager, Global Procurement Adobe Systems Incorporated
Adam Hunter Market Research and Planning Director Ladies Professional Golf Association
Kevin Husson Director, Account Management Live Nation, Inc.
Drew Iddings Senior Manager Consumer Promotions The Hershey Company
Patrice Ingrassia Director, Customer Relationship Marketing Ernst & Young LLP
Kimberly James National Sponsorship, Events and Ambassador Manager Land O' Lakes, Inc.
Chan Johnson   Habitat for Humanity International, Inc.
Jill Johnson Manager, Brand Activation USG Corporation
Kelianne Johnson Partnership Development Executive Tampa Bay Buccaneers
Sally Johnson Manager Events and Brand Activations REI - Recreational Equipment Inc.
Renee Jones Director of Special Events & Promotions Florida Lottery
Mike Kapilla Manager, Sponsorships Enterprise Holdings, Inc.
Brad Karmiol Vice President of Sports & Entertainment Marketing JPMorgan Chase & Co.
Mike Kelner Senior Director, Sponsorship Marketing Fidelity Investments
Courtney Kelso VP Sponsorships /Sports & Entertainment Access American Express Company
Patti Anne Kennedy-Lewis Marketing Segment Lead PNC Bank, N. A.
Kristina Kloberdanz WW Sponsorship Marketing Manager IBM Corporation
Phoebe Kmeck Manager, Community Programs & Volunteer Services LiveOnNY
Caitlin Koles Manager, Business Development Gilt Groupe, Inc.
Trudy Kraljic Manager, Corporate Sponsorships & Events Nikon, Inc.
Rachel Kraus National Director, Partnership Marketing The Westfield Group
Tom Kuhn Vice President, Marketing Strategy PGA TOUR, Inc.
Kelsey LaPort Media Manager NBTY, Inc.
Jason Lakeman Senior Marketing Manager Robert Half International
Paul Langellier Procurement Specialist State Farm Mutual Automobile Insurance Co.
AnneMarie Laorenza Vice President MUFG Union Bank, N.A.
Liam Leonard Leaders to Executives T-Mobile USA, Inc.
Jonathan Lese    
Denise Leyhe SVP, Head of Sponsorships and Corporate Giving Citizens Financial Group
Brewer Lister Event Director, Special Event Integration Disney Destinations LLC
Elliot Lum Vice President, Strategic Marketing Columbia Records, Division of Sony Music
Ted Lund Director, Corporate Business To Business Stanley Black & Decker, Inc.
Monya Mandich Director, Marketing Expedia, Inc.
Ari Mark Associate Director, Business Development NBA
Sylvain Masson Purchasing Director Heineken USA, Inc.
Josephine Mastroserio Leader, Global Strategic Sourcing MasterCard Worldwide
Rich McCann Brand Manager M&M's Mars Incorporated
Chris McDermott Manager, Key Events and Sponsorships IBM Corporation
Michelle McElman Associate Program Manager, Marketing Communications Liberty Mutual Group
Jim McGuire Director, Events & Meetings KPMG LLP
Richard McLeod Director North American and Irish Whiskey Pernod Ricard USA
Erin McManmon Marketing Manager United States Tennis Association
Cara Mead Associate Coordinator NBA
Gary Melliere General Manager - Sponsorships & Marketing Assets The Goodyear Tire & Rubber Company
Kevin Messam Account Manager CONCACAF
Ron Miks Group Manager, Experiential Marketing Mazda North American Operations
Trevor Minor Sr. Brand Manager Capital One Services, Inc.
Melanie Mitchell Vice President, Marketing Manager SunTrust Banks, Inc.
Stephanie Mitrione Sr. Product Marketing Manager Florida Power & Light Co.
Monica Mitro EVP Public Relations Limited Brands, Inc.
Amanda Moffa Integrated Media Planner World Wrestling Entertainment, Inc. (WWE)
Dena Mooty Manager, Event Marketing Cleveland Clinic
Michelle Morris Marketing Manager SeaWorld San Antonio
Nan Moses Partnership Marketing Coordinator Soccer United Marketing
Amy Mueller Event Manager QBE
Jonathan Murnane Director of Global Experiential Marketing Activision
Mindy Mutschelknaus IMC - Media & Advertising Manager Cisco Systems, Inc.
Nancy Neipp Sr. Director, Global Event Marketing Cisco Systems, Inc.
Tahryn Nicastro Mktg. Comm. Manager, Sponsorship Sprint Communications
Jenny Nicolau Manager, Industry Relations Almond Board of California
Kelly Niszczak Media Specialist IKEA North America
Michael Nolan Senior Manager, Global Events Marketing Accenture
Katie O'Gorman Manager, Sponsorship & Events Marketing American Express Company
Crystal O'Hea Corporate Director, Marketing & Consumer Activation SeaWorld Parks and Entertainment
Nozomi Okabe Director, Procurement Sony Pictures Entertainment, Inc.
Marty Ordman Vice President, Marketing and Corporate Communications Dole Packaged Foods
Suzi Patterson Associate Marketing Manager Dignity Health
Dejanelle Peterkin Corporate Partnership Coordinator Healthfirst
Ari Pollack Specialist, Brand Management & Advertising EmblemHealth
Jeff Portugal VP, Corporate Alliances & Partnership Marketing Six Flags Entertainment
Mike Price Consumer Engagement Director Campari America
Lisa Quinn Director NBA
Jessica Qussar Brand Manager Vita Coco
Alan Rabb VP, Finance, Bottler Sales and Marketing Coca-Cola Company
Jill Rankin Global Sourcing Category Manager Boehringer Ingelheim Pharmaceuticals, Inc.
Hannah Ransom SF Bay Area Local Marketing Specialist One Medical Group
Sheri Reagan VP, Business and Financial Affairs - Global Advertising Brand Management American Express Company
Daniel Redgate Global Sports Marketing, Media & Partnerships SUBWAY Restaurants
LaTrisha Reid Executive Director Behind the Bench
Jennifer Rhodes Communication Specialist Alabama Power Co.
Rolando Ricardez Vice President, Experiential Marketing Citigroup Inc.
Michael Richards Corporate Sales Manager Richmond International Raceway
Christine Riedel-King Assistant Director-Sponsorship The Principal Financial Group
Michael Robichaud VP MasterCard Worldwide
Mark Robinson Corporate Sponsorship Manager T. Rowe Price Group, Inc.
Jennifer Rochkind Manager, Philanthropy Toyota Motor North America., Inc.
Duke Rodda Marketing Strategist 3M
Meital Rofe Manager, Strategic Cause Partnerships ASPCA
Amanda Romaniello Marketing Manager Chicken Soup for the Soul
Erica Ross Corporate Development Officer, Cause Marketing Habitat for Humanity International, Inc.
Richard Rudduck Manager - Global Marketing Liberty Mutual Group
Kenneth Rye Marketing Manager Home Depot, Inc.
Amy Sample Corporate Alliance Development Manager Disney World
Malika Savell Associate Events Manager Moet Hennessy USA
Risa Schultz Manager, Multicultural Marketing Burger King Corporation
Kevin Sharp Sourcing Group Manager GlaxoSmithKline
Mari Shibata Assistant Vice President and Marketing Officer MUFG Union Bank, N.A.
Bob Siegal Director KPMG LLP
Chip Siglain Vice President - Market Development Benjamin Moore & Co.
Earle Smola Director, Corporate Brand Design and Sponsorships Stanley Black & Decker, Inc.
Myrian Solis Coronel Manager, Multicultural Marketing REI - Recreational Equipment Inc.
Christopher Sorgie Corporate Vice President, Advertising New York Life Insurance Company
Simone Southwell Coordinator, Events NBA
Darren Sparks Director, Strategic Marketing Alliances Siemens Corporation
Geoffrey Spies Director, Sponsorships and Promotions MetLife, Inc.
Craig Stacey Director Content Marketing Thrivent Financial
Mary Story Manager, Advertising and Marketing Communication Independent
Meghan Swatt Marketing Director - HOJO & Super 8 Wyndham Worldwide Corporation
Renee Swenson Sr. Manager, Meetings & Conventions Amgen Inc.
Noah Syken U.S. Media Manager IBM Corporation
Caryn Taylor-Lucia Director, Corporate Events SEI
Sara Tervo SVP, Pink Victoria's Secret
Kathy Thomas Sports Manager Cleveland Clinic
Zoi Thornton Regional Marketing Manager Duke Realty Corporation
Angie Tipton Manager, Corporate Sponsorships Hewlett-Packard Company
Victoria Tomao Senior Marketing Manager Penguin Random House
Pauline Tran Media Coordinator Mattel, Inc.
Patricia Trevino VP Product Marketing Outback Steakhouse, Inc.
Danielle Trombetta Supervisor, Brand Promotion Canon U.S.A., Inc.
Karen Uhler Marketing Director Allstate Insurance Company
Danny Urquia Manager Major League Soccer
Joe Ventura VP, Account Management Live Nation, Inc.
Chris Verlengia Sponsorship Manager Wellmark Blue Cross Blue Shield
Stacia Wake Manager, Disney Corporate Alliances Marketing Disney World
Tom Walters Sr Product Manager AT&T Mobility LLC
Kelley Walton Director of Marketing and Events Moet Hennessy USA
Brite Whitaker Director of Communications and Outreach LifeSouth Community Blood Centers, Inc.
Margaret White Advertising Manager Alabama Power Co.
Christine Williams Senior Manager, Consumer Marketing AutoTrader.com, LLC
Hayley Wofford Marketing Associate & Event Coordinator Great Southern Wood Preserving, Inc.
Royce Wolfe VP, Sponsorship Strategy, Experiential Marketing Wells Fargo & Co.
Christina Wyman Director, Corporate Partnerships ASPCA
Lorraine Yglesias Director of Marketing Programs Monterey Bay Aquarium
Brett Yoshimura Corporate Director, Procurement Classic Party Rentals
Stacey Zipse Marketing Manager Allstate Insurance Company

Next Meeting(s)

Sponsorship & Event Marketing
Thursday, November 12, 2015
New York , NY

Prior Meeting(s)

Sponsorship & Event Marketing
Thursday, July 9, 2015
Austell , GA

Sponsorship & Event Marketing
Thursday, April 16, 2015
New York , NY

Sponsorship & Event Marketing
Thursday, February 12, 2015
New York , NY

ANA Committee Member Testimonials

"ANA committees are an invaluable way to learn more about key industry issues, trends and best practices from other advertisers and industry experts. I always learn something I can apply to my job and share with others on my team."
Eve Reiter, VP, Global Agency Relations, American Express and Chair of ANA Agency Relations Committee

Read more >

Upcoming Meetings

Integrated Marketing

Chicago, IL


New York, NY

Media Leadership

New York, NY

Digital & Social

Canton, MA

Legal Affairs

New York, NY

Brand Management

New York, NY

Digital & Social, West Coast Chapter

Las Vegas, NV

Sponsorship & Event Marketing

New York, NY

Media Leadership, West Coast Chapter

Glendale, CA

Production Management

New York, NY

Full Committee Schedule