Marketing Operations and Transformation Forum

I. WELCOME & INTRODUCTION (11:00 – 11:05a.m. ET)

II. BEST PRACTICES OF AI GOVERNANCE (11:05 – 11:40a.m. ET)
We are no longer on the precipice of AI in marketing. It is a full-fledged reality for marketing organizations across industries and of all sizes. Now comes a difficult challenge for operations leaders: how do you govern AI’s use across the organization? How do you keep your marketers and your company’s IP safe as AI proliferates? Krista Sande-Kerback has been tasked with this exact problem. Here, she will offer platform-agnostic solutions to tame the AI beast.

Speaker:
Krista Sande-Kerback, Marketing Leader, AI Governance and GRC – Formerly IBM

III. LENOVO: AN EMPATH'S GUIDE TO MARKETING OPERATIONS (11:40a.m. – 12:15p.m. ET)
Change management is critical to marketing operations. No matter the processes and technologies you implement, at the end of the day, marketing operations is all about people. At Lenovo, Kayla Silverstein is building relationships across the organization, using storytelling to empower her marketing operations. This is an important reminder of marketing operations’ obligation to put people in the best position to thrive by helping them see the purpose behind change.

Speaker:
Kayla Silverstein, Senior Manager, Global Marketing Operations, Strategy & Planning – Lenovo

IV. BREAK (12:15 – 12:25p.m. ET)

V. EXOS: THE CONNECTIVE TISSUE BETWEEN MARKETING AND CREATIVE OPERATIONS (12:25 – 1:00p.m. ET)
As AI transforms the way marketers consider creative, marketing operations leaders must also consider the impact creative operations will have on their organizations. Scott Berchman, vice president of marketing and creative operations at EXOS, will detail the synergies between both operations functions, how agile methodologies impact accountability, and which AI tools EXOS are using today that will impact their creative operations tomorrow.

Speaker:
Scott Berchman, Vice President, Marketing and Creative Operations – EXOS