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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 Officer and Senior Vice President, Engagement Marketing American Heart Association
Brian Maynard (Co-chairperson) Director of Marketing Whirlpool Corporation
Parichat Anantravanich Alliance Development Manager The Walt Disney Company
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
Tyler Baram Marketing and Account Management Associate KPMG LLP
Carole Barnett Events and Sponsorship Manager BTC Bahamas
Richard Baron Executive Director, Customer Development Marketing Boehringer Ingelheim Pharmaceuticals, Inc.
Jim Baudino Engagement Marketing Manager Toyota Motor Sales U.S.A., Inc.
Nicole Beason Marketing & Events Coordinator West Virginia University
Derek Benbow Director, Corporate Sponsorships Charles Schwab & Company, Inc.
Kimberly Bigger Senior Associate New York Life Insurance Company
Bonnie Blaszak Strategic Sourcing Manager Boehringer Ingelheim Pharmaceuticals, Inc.
Stephanie Borges Director, Corporate Alliances Six Flags, Inc.
Becky Brajner Sr. Marketing Design & Brand Manager Global Experience Specialists (GES)
Keri Bruce Associate Reed Smith LLP
Paul Cantello Event Marketing Manager National Grid
Bonnie Cao Senior Analyst, Strategic Sourcing Sony Pictures Entertainment - (SS&P)
Jonathan Cardoni Senior Meeting Planner Liberty Mutual Group
Orla Carey Manager, Advertising and DM Tourism Ireland
Chris Carkeet Sr. Liaison, Brand Strategy 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, Marketing The Depository Trust & Clearing Corporation
Darcy Clark Account Manager Disney World
Marissa Clark Special Events Coordinator Disney Destinations LLC
Fatina Coleman Senior Vice President Citigroup Inc.
Tim Collins Senior Vice President, Experiential Marketing Wells Fargo & Co.
Danielle Criscuolo Program Manager, Advertising and Global Brand Management Liberty Mutual Group
Ioan Cusmir Marketing Director Ferrero Canada
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
Jim Echikson Senior Director, Corporate Partnerships ASPCA
Tami Eichenauer Manager, Brand Experience Mazda North American Operations
Waleed Elgindy Senior Business Leader, Global Brand Marketing & Strategy Visa Inc.
Cindy Elledge Sr. Buyer/Strategic Sourcing 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
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 Media 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
Susanna Germani Procurement Manager, Demand Operations Diageo North America, Inc.
Daniel Glantz Global Head of Sponsorship American International Group, Inc.
Stephen Goldstein Vice President, Strategic Alliance Marketing 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
Gary Hall Sports Marketing Director Edith Sanford Breast Cancer Foundation
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   Habitat for Humanity International, Inc.
Emily Harris Marketing Analyst Orange Leaf Frozen Yogurt
Emily Harubin Brand Marketing Coordinator Stanley Black & Decker, Inc.
Helen Henkin Kluck Manager, Corporate Partnerships Edith Sanford Breast Cancer Foundation
Paul Hodges   Regions Financial Corp.
Scott Horowitz Vice President Development Repucom International
Antonio Humphreys Senior Manager Adobe Systems Incorporated
Adam Hunter Market Research and Planning Director Ladies Professional Golf Association
Kurt Hunzeker Senior Director, Brand Marketing Rawlings Sporting Goods
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.
Jill Johnson Manager, Brand Activation USG Corporation
Kelianne Johnson Partnership Development Executive Tampa Bay Buccaneers
Naomi Johnson Public Affairs Specialist State Farm Mutual Automobile Insurance Co.
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
Kristina Kloberdanz WW Sponsorship Marketing Manager IBM Corporation
Phoebe Kmeck Communications Assistant New York Organ Donor Network, Inc.
Trudy Kraljic Manager, Corporate Sponsorships & Events Nikon, Inc.
Rachel Kraus National Director, Partnership Marketing The Westfield Group
Tom Kuhn Vice President, Business Development PGA TOUR, 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.
Jalina Law Assistant Vice President, Business Development The Macerich Company
Liam Leonard Marketing Naked Juice Company
Jonathan Lese    
Denise Leyhe SVP, Head of Sponsorships and Charitable Giving RBS 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
Melissa Manankil Marketing Manager Johns Hopkins Medicine
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
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
Erin McManmon Marketing Manager United States Tennis Association
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
Richard Mills-Tetteh Internal Communications Associate Orange Leaf Frozen Yogurt
Trevor Minor Brand Manager Capital One Services, Inc.
Stephanie Mitrione Sr. Product Marketing Manager Florida Power & Light Co.
Monica Mitro EVP Public Relations Limited Brands, Inc.
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
Jonathan Norman Marketing Manager, Sponsorships The Goodyear Tire & Rubber 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
Michael Patent VP, Global Marketing and Partnerships AEG Worldwide
Dejanelle Peterkin Corporate Partnership Coordinator Healthfirst
Deborah Peterson Customer Relationship Marketing Director American Family Insurance
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
Jill Rankin Sourcing Manager Boehringer Ingelheim Pharmaceuticals, Inc.
Sheri Reagan VP, Business and Financial Affairs - Global Advertising Brand Management American Express Company
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
Richard Rudduck Manager - Global Marketing Liberty Mutual Group
Kenneth Rye Marketing Manager Home Depot, Inc.
Amy Sample   Disney World
Daniel Schachne Global Business Development NBA
Kevin Sharp Sourcing Group Manager GlaxoSmithKline
Bob Siegal Consultant KPMG LLP
Earle Smola Director, Corporate Brand Design and Sponsorships Stanley Black & Decker, Inc.
Christopher Sorgie Corporate Vice President, Advertising New York Life Insurance Company
Geoffrey Spies Director, Sponsorships and Promotions MetLife, Inc.
Craig Stacey Director Content Marketing Thrivent Financial
Mary Story Manager, Advertising and Marketing Communication Independent
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
Michelle Thomas Sr. Brand Marketing Manager Expedia, Inc.
John Thompson Director of Marketing & Communications Starr Companies
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
Brite Whitaker Director of Five Points of Life 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
Brett Yoshimura Corporate Procurement Toyota Motor Sales U.S.A., Inc.
Stacey Zipse Marketing Manager Allstate Insurance Company

Next Meeting(s)

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

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

Sponsorship & Event Marketing
Tuesday, August 4, 2015
Location Pending  

Sponsorship & Event Marketing
Tuesday, September 29, 2015
New York , NY

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

Prior Meeting(s)

Sponsorship & Event Marketing
Thursday, November 13, 2014
New York , NY

Sponsorship & Event Marketing
Tuesday, September 30, 2014
Chicago , IL

Sponsorship & Event Marketing
Tuesday, July 8, 2014
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

Media Leadership

New York, NY

Digital & Social

New York, NY

Mobile Marketing

New York, NY

Sponsorship & Event Marketing

New York, NY

Business-to-Business

New York, NY

Joint Meeting of Production Management and Advertising Financial Management, West Coast Chapter

Los Angeles, CA

Research & Measurement

New York, NY

Multicultural Marketing & Diversity

New York, NY

Digital & Social, West Coast Chapter

San Francisco, CA

Full Committee Schedule