Committees | Events & Webinars | Sponsorship & Experiential Marketing | ANA

Sponsorship & Experiential Marketing

This event is over.

Breakfast & Introductions (9:00am-9:45am ET) | IN-PERSON ONLY

Opening Remarks (9:45am - 9:50am) | IN-PERSON & VIRTUAL
Mike Kaufman, 
Senior Vice President - ANA


With the 2018 debut of SEPHORiA - Sephora's biggest and most inclusive beauty event of the year — the leading prestige beauty "omni-retailer" took experiential beauty to the next level. This session will showcase how, four years later, SEPHORiA continues to raise the bar on immersive experiences beloved by beauty shoppers, via meaningful digital and IRL touchpoints that welcome beauty lovers of all backgrounds to the Sephora beauty community.

Jessica Stacey
Sr. Vice President, External Communications, Event + Experiential Marketing - Sephora
Kate Biancamano, Director, Event + Experiential MarketingSephora

Roundtable Discussion (10:35am - 10:55am) | IN-PERSON & VIRTUAL


Larry DeGaris will present a simple but effective framework to measure sponsorship effectiveness.   He will show how fan engagement is activated through integrated marketing communications, which are then leveraged into brand and sales outcomes.  Drawing on his experience with more than one hundred sponsorship effectiveness studies, he will show how fan engagement is more than just media; how it really is all about the activation; how the whole is greater than the sum of the parts; and why it's important for sponsors to think about brand effects and not just chase sales.  

Larry DeGaris,
Executive Director - Medill Spiegel Research Center - Northwestern University 


Discover how Broadway play Thoughts of a Colored Man used data insights and grass roots marketing efforts to engage the community and generate significant audience growth with an authentic experiential campaign.

Elyce Henkin, Senior Director of Earned Media and Partnerships - AKA

Richard Arnold, Executive Producer Experiential and New Business - AKA 
Brian Moreland,
 Broadway Creative Lead Producer - B.More Now Productions

Closing Remarks (12:25pm -12:30pm ET) | IN-PERSON & VIRTUAL
Mike Kaufman, 
Senior Vice President - ANA

Lunch & Networking (12:30pm-1:30pm ET) | IN-PERSON ONLY

**Schedule subject to change


Jessica Stacey
SVP, External Communications, Event and Experiential Marketing

Jessica Stacey is the Senior Vice President of External Communications, Event and Experiential Marketing at Sephora. In her role, Jessica oversees external communications, crisis management, strategic engagements, as well as digital and in-person event programming. During her 16 years at Sephora, Jessica and her team have established Sephora’s culture and initiatives as industry-leading across a variety of media outlets and have created differentiated and inclusive experiential activations and strategic engagements for Sephora’s U.S. clients. In 2018, Jessica ideated the retailer’s first-ever immersive consumer facing beauty experience, SEPHORiA. Together with her team, they executed two live iterations and hosted its first award-winning virtual format in 2021, which expanded globally in 2022. Prior to joining Sephora, Jessica served as the Assistant Vice-President at Behrman Communications, and held roles at Clarins and Aurelia PR in the U.K. Jessica is a proud recipient of a PRNEWS Women in PR Award (2018) and Event Marketer Dream Team Award (2020). She earned her B.A. from the University of Sydney and currently resides in Connecticut with her husband and two children (who really wish they had pets).

Kate Biancamano
Director of Event & Experiential Marketing

Kate Biancamano is the Director of Event & Experiential Marketing at Sephora. In her role, Kate leads the development and continued evolution of Sephora’s event and experiential marketing strategies including offsite experiences, client events, strategic engagements, pop-ups, and Sephora’s proprietary event, SEPHORiA. With more than 20 years of Marketing experience, Kate has built her career around understanding consumer and marketing trends, analyzing performance data, as well as effectively storytelling across multiple platforms. Prior to Sephora, she held marketing positions with Bloomingdale’s and Toys “R” Us / Babies “R” Us. Kate earned her M.B.A. from St. John’s University, and she currently resides in Connecticut with her husband and three daughters.

Larry DeGaris
Executive Director
Medill Spiegel Research Center - Northwestern University 

Larry DeGaris has conducted more than one hundred sponsorship measurement studies for many of the world's leading sponsors, including Bank of America, Pepsi, Home Depot, UPS, and many others.  As Executive Director of the Medill Spiegel Research Center at Northwestern University, the home of IMC, Larry champions an integrated approach to marketing measurement with a focus on developing and integrating direct measures of effectiveness for below-the-line marketing.  Larry has held senior-level research positions at Interpublic Group and Ogilvy PR, and faculty positions at Washington State, St. John's (NY), James Madison, and the University of Indianapolis.

Elyce Henkin
Senior Director of Earned Media and Partnerships

Elyce Henkin (she/her), former President of Type A Marketing, a leading Broadway marketing firm that specialized in main-stream Broadway and National touring productions, joined our team in 2016. She has a passion for identifying the unique assets and values of a property and enhancing its exposure and elevating its brand through earned media secured through compelling, creative and multi-pronged brand partnerships, sponsorships, experiential activations and media alliances. Current clients include, but are not limited to, Broadway’s Come From Away, Company, Funny Girl, Harry Potter and the Cursed Child and TINA – The Tina Turner Musical. In 2019, Elyce was bestowed a Clio Award in the category of “Partnerships and Collaborations” and a Davey Award in the category of “Integrated Campaign – Cause Marketing,” both in recognition of "PARTNERS IN PRIDE" - a partnership between Broadway's The Prom, retail giant Kenneth Cole, and UN Free & Equal.

Richard Arnold
Executive Producer

With 22 years of experience in theater advertising, Richard Arnold (he/him) is focused on making big ideas come to life across theatrical and non-theatrical new business and existing accounts. Previous agency positions held include Business Development Director for AKA NYC and Agency Development Director for AKA London, with prior Account Management roles at AKA NYC, AKA London, Dewynters London and Paul Savident Marketing and PR. Richard worked in-house with producers Jacobsen Entertainment on the international roll-out of Dirty Dancing - The Classic Story on Stage, and at Stage Entertainment opening Sister Act The Musical at the London Palladium. Richard began his career as Marketing Manager of the University of Cambridge’s ADC Theatre, and most recently worked as a Producer at Steam Motion.

Brian Moreland
Broadway Creative Lead Producer
B.More Now Productions

Profiled on "EBONY’S Power 100 List" and “Variety’s 2020 Top 10 on Broadway to Watch," Brian Moreland is a Two-time Tony Award Nominated creative lead producer for Broadway.

With a passion for universal stories that bring new narratives into the mainstream form of entertainment. Brian, firmly believes in the ability of theatre to foster empathy, and enlighten while entertaining audiences. Currently represented on Broadway with August Wilson’s The Piano Lesson, starring Samuel L. Jackson, Danielle Brooks and John David Washington.

His previous works include: The Lifespan of a Fact with Cherry Jones, Daniel Radcliffe and Bobby Cannavale, The Sea Wall/ A Life with Jake Gyllenhaal and Tom Sturridge, The Sound Inside with Mary-Louise Parker for Broadway to name a few. Charles Randolph-Wright’s Cuttin Up starring Blair Underwood, Joe Morton and Tisha Campbell, and While We Breathe.

Although originally from California, Brian, currently resides in New York City. He devotes his spare time to the Theatre Development Fund (TDF) and is active member of the Board of Governors at The Broadway League, where he is also Co-Chair of the Multicultural Task Force, NYC & CO. Board of Directors, and a Trustee of the board for Broadway Cares Equity Fights Aids.