Relationship Marketing

This event is over.

Welcome and Introductions (11:00-11:15AM ET)
Pamela Gross - ANA

I. The North Face: Learnings from a Global Loyalty Relaunch (11:15am-12:00pm ET)
The North Face launched a new loyalty program this year to its more than seven million members. XPLR Pass is the evolution of the outdoor retailer’s former VIPeak program, and is intended to create greater value to explorers, giving them access to the best of the brand. Learn about how the program was rebranded and redesigned in partnership with TNF customers to deliver on the promise of “Never Stop Exploring.”

Bethany Evans, Senior Director of Global Brand Management - The North Face

II. #CloudQuarters: A “Serve, Don’t Sell” Pivot During a Pandemic (12:00-12:45pm ET)
#CloudQuarters is a Gold ANA REGGIE Award-winning content marketing and relationship management campaign developed to mitigate a sudden marketing crisis due to Covid-19. Q2 is SADA’s busiest events season, providing the largest source of leads. With all in-person events cancelled, SADA faced a lead vacuum. SADA pivoted to a serve-don’t-sell mantra and developed a resource hub for remote workers called #CloudQuarters, plus a fully-integrated digital campaign.

In this session with SADA’s Director of Creative and Digital Marketing, Lincoln Graham-Lee, and Director of Content Marketing, Kristina Arsenian, you’ll learn how SADA turned a crisis into an opportunity and how reaction and agility helped achieve success. In addition, they’ll discuss the results of the campaign, plus some other surprising outcomes.

Kristina Arsenian, Director, Content Marketing - SADA 
Graham-Lee, Director, Creative and Digital Marketing - SADA

Closing Remarks (12:45-1:00pm ET)

**Schedule subject to change 


Bethany EvansThe North Face

Bethany Evans is the Senior Director of Global Brand Management at The North Face. Prior to moving home to Colorado to join TNF, Bethany worked at Southwest Airlines in Dallas. She holds a Bachelor’s degree from Washington and Lee University and an M.B.A. from Southern Methodist University. She and her husband have two boys and two dogs, including a puppy who keeps them on their toes (and out of socks).

Kristina Arsenian, SADA

Kristina Arsenian is a multi-faceted marketing professional with a winding career path spanning tech marketing, advertising & PR, law, and gourmet candy. A published author with 10+ years of communications and business development experience, her areas of expertise include Content Marketing, Product Merchandising, Branding, Advertising/PR, Journalism, and Law.

As the Director of Content at SADA, Kristina guides the company’s content marketing strategy, facilitates ongoing content planning, and manages day-to-day content creation. Kristina leverages the content she produces to maximize SADA’s joint marketing efforts with Google Cloud and educate organizations that are seeking digital transformation. She received a BA in Broadcast Journalism from Howard University and a JD from Harvard Law School.

Lincoln Graham-Lee, SADA

Lincoln is an internationally experienced digital marketer originally from South Africa. Lincoln’s digital career started in 1994 in a small computer retail store when he first connected to the internet via modem and entered the world wide web. In 1999, he moved to London and started out as a programmer. Since then, he gained experience in different areas of digital marketing, spending most of the time agency-side as a digital strategist working on global brands (GlaxoSmithKline, Intel, Diageo) and specializing in automotive (Toyota, Bentley, Jaguar, Land Rover, Ford.)

Lincoln moved to Los Angeles in 2010. Three years ago, he joined SADA, jumping back client-side as the Creative Director and Director of Digital Marketing. Lincoln is responsible for the creative direction and online strategy for SADA. Lincoln has a BA in Film and Media from London University, UK.