Digital & Social

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HOUSEKEEPING & INTRODUCTIONS (11:00AM ET)

MEMBER ROUNDTABLE: SOCIAL COMMERCE (11:05 – 11:25AM)
Between Snapchat melding augmented reality with e-commerce and TikTok experimenting with digital storefronts, social commerce continues to grow, expand, and evolve. Join members of the Digital & Social Committee to learn how they’re leveraging social commerce, what’s working, and what challenges they’re encountering.

Facilitator:
Michael Kelly, Global Lead, Social Media & Influencer Programs – Poly and Digital & Social, West Coast Chapter Chair

I. BIC's Journey to Global Digital Acceleration (11:30AM-12:15PM ET)
In order to keep up with a rapidly evolving digital and e-commerce landscape, BIC launched a powerful Digital Framework to accelerate the organization's knowledge, skills and actions to win online.
In this session, Jen Elmashni, VP of Global E-Commerce & Digital Marketing, and Anna Ritchie, Head of Global Digital Content Strategy & Operations at BIC, will share insights and best practices for winning in the Digital space.

The topics covered will include:

  • The top digital shifts & trends – with a focus on COVID-19 impacts – that most influenced BIC's priorities and actions in Digital & E-Commerce Marketing
  • How the company built, and rallied around, a new, focused Digital Framework to guide all activations and priorities
  • The importance of a solid Digital Content Strategy to win the consumer experience online
  • Specific best practices, lessons learned, and tips to inspire other organizations as they look to accelerate their own digital marketing, e-commerce, and content activations

Speaker:
Jen Elmashni, VP of Global E-Commerce & Digital Marketing - BIC
Anna Ritchie, Head of Global Digital Content Strategy & Operations - BIC

II. Winning in a Sea of Sameness: Building a Stand-Out Brand  (12:15PM-1:00PM ET)
To create brand following and demand requires much more than just simply standing out of the crowd. Establishing a brand strategy that speaks to consumers in an authentic, unique way that not only differentiates from its competitors but develops a love for the brand. This involves self-awareness, and desire to build relationships that go beyond engagements but evoke conversations.

In this session, New Belgium Brewing's Director of Brand Marketing, Kyle Bradshaw, and founder of Boulder's Fact & Fiction agency, Kyle Taylor, share insights on how they took existing craft brew brand Voodoo Ranger to the next level, to become more than just a product. They'll share how using the right social media strategy can turn your brand into something that is ownable and unexpected.

Speakers:
Kyle Bradshaw, Director of Brand Marketing, New Belgium Brewing
Kyle Taylor, Founder, Fact & Faction