Brand Purpose — Growth for Good (Coming in 2021)
A collaboration between the ANA Center for Brand Purpose, the ANA Nonprofit Federation, and the ANA’s Brand Activation practice, the Brand Purpose — Growth for Good Committee focuses on bringing together member brands and nonprofits to discuss the critical role purpose plays in driving organizational growth and positive social change. Learn how to activate purpose internally and externally, the secrets to aligning a brand with the right nonprofit partners, how to enrich society by tapping into cultural trends, and ways to drive a purpose strategy forward and measure success. (This committee, to launch in 2021, is open to all ANA client-side marketer and nonprofit members, as well as Silver, Gold and Platinum marketing solutions provider members.)
Committee Chairs:
Anthony Farina, Chief Communications Officer and Vice President of Corporate Affairs, CSL Behring
Judy Hoffstein, Chief Marketing Officer, Crohn’s & Colitis Foundation
ANA staff managing the Brand Purpose — Growth for Good Committee are Ken Beaulieu and Mike Kaufman.
Discussion Topics
- Defining a brand’s purpose and ensuring it’s authentic
- Determining a brand’s role in culture
- Driving internal buy-in for brand purpose
- Activating a brand purpose strategy to key stakeholders
- Tapping into an organization’s purpose ambassadors
- Working with charities and other partners to promote purpose
- The role of cause marketing in an effective integrated marketing plan
- Building a fruitful relationship with nonprofit partners
- Demonstrating the organizational and societal impacts of purpose
- Measuring the impact of a purpose-driven strategy on business growth
name | title | company |
---|---|---|
DaLeyna Adkinson | Diversity and Inclusion Marketing Program Manager | |
Laurie Atkinson | Director, Brand Marketing | Stater Bros. |
Tedd Aurelius | Vice President, Sales | IWCO Direct |
Sarah Bagley | Director, Marketing Insights | Kaiser Permanente |
Tony Barnett | National Director of Cause Marketing | Boys & Girls Club of America |
Sally Barton | Senior Brand Equity Manager | Mondelez International, Inc. |
Kristin Boswell | Manager | Kearney |
Geoff Brownell | Director, Social Media | Fidelity Investments |
Kristin Clauson | Director, Partnership Development | Share Our Strength - No Kid Hungry |
Cheyanne Dillenberger | Content Strategist | UnitedHealth Group, Inc. |
John Fortier | Partnership Marketing Representative | San Diego Zoo Global |
Teresa Gaffney | Director of Marketing | Children International |
Jessica Hair | Consultant | Humana Inc. |
Connie Hannigan-Franck | Senior Manager, Digital Marketing | National Wildlife Federation |
Amy Hurtado | Director, Marketing Strategy | Joni and Friends |
Beatrice Huston | Brand Manager | Atria Senior Living |
David Iudica | Head of Global Vertical Research | |
Christina Jones | Key Market Activation | Merck & Co. |
Ashley Kyser | Cause Marketing Partnership Implementation Specialist | Habitat for Humanity International, Inc. |
Alli Lathrope | Marketing Consultant | Kaiser Permanente |
Nikki Mamuric | Marketing Director | Sargento Foods Inc. |
Christy Manso | Network Community Program Manager | Memorial Sloan Kettering Cancer Center |
Autumn McCarthy | Revenue Coordinator | Disney Advertising Sales |
Lisa McQuiston | Director, Corporate and Cause Marketing | Boys & Girls Clubs of America |
Mary Murcko | CRO | Catch&Release |
Christy Nagle | Chief Marketing Officer | CleanChoice Energy |
Amanda Paredes | Senior Brand Manager | Wingstop Inc. |
Lynn Pina | Chief Marketing Officer | GeoBlue |
Alissa Randall | Chief Marketing Officer | Step Up For Students |
Stephanie Rath | Brand Champion and Speaker | YMCA of the USA |
Angelique Rothermel | Executive Director, Internal Agency, Brand and Communications | World Vision U.S. |
Lauren Sallata | Chief Marketing Officer Brand, Communications & Digital Marketing | Panasonic, N.A. |
Barb Scherer | Vice President, Marketing | Badcock Corporation |
Hani Seleim | Senior Marketing Manager | GE Healthcare |
Russ Shumaker | Segment Manager | World Vision U.S. |
Aubree Smith | Marketing Content Coordinator | FutureCeuticals |
Lauren Snodgrass | Senior Specialist, Marketing | Boehringer Ingelheim Pharmaceuticals, Inc. |
Solana Stokes | VP, Procurement - Brand & Content | Discovery, Inc. |
Kristin Vitek | Strategic Marketing Manager | FutureCeuticals |
Terri Walter | Chief Growth Officer | TRUSTX |
-
Name
DaLeyna AdkinsonTitle
Diversity and Inclusion Marketing Program ManagerCOMPANY
Facebook -
Name
Laurie AtkinsonTitle
Director, Brand MarketingCOMPANY
Stater Bros. -
Name
Tedd AureliusTitle
Vice President, SalesCOMPANY
IWCO Direct -
Name
Sarah BagleyTitle
Director, Marketing InsightsCOMPANY
Kaiser Permanente -
Name
Tony BarnettTitle
National Director of Cause MarketingCOMPANY
Boys & Girls Club of America -
Name
Sally BartonTitle
Senior Brand Equity ManagerCOMPANY
Mondelez International, Inc. -
Name
Kristin BoswellTitle
ManagerCOMPANY
Kearney -
Name
Geoff BrownellTitle
Director, Social MediaCOMPANY
Fidelity Investments -
Name
Kristin ClausonTitle
Director, Partnership DevelopmentCOMPANY
Share Our Strength - No Kid Hungry -
Name
Cheyanne DillenbergerTitle
Content StrategistCOMPANY
UnitedHealth Group, Inc. -
Name
John FortierTitle
Partnership Marketing RepresentativeCOMPANY
San Diego Zoo Global -
Name
Teresa GaffneyTitle
Director of MarketingCOMPANY
Children International -
Name
Jessica HairTitle
ConsultantCOMPANY
Humana Inc. -
Name
Connie Hannigan-FranckTitle
Senior Manager, Digital MarketingCOMPANY
National Wildlife Federation -
Name
Amy HurtadoTitle
Director, Marketing StrategyCOMPANY
Joni and Friends -
Name
Beatrice HustonTitle
Brand ManagerCOMPANY
Atria Senior Living -
Name
David IudicaTitle
Head of Global Vertical ResearchCOMPANY
Facebook -
Name
Christina JonesTitle
Key Market ActivationCOMPANY
Merck & Co. -
Name
Ashley KyserTitle
Cause Marketing Partnership Implementation SpecialistCOMPANY
Habitat for Humanity International, Inc. -
Name
Alli LathropeTitle
Marketing ConsultantCOMPANY
Kaiser Permanente -
Name
Nikki MamuricTitle
Marketing DirectorCOMPANY
Sargento Foods Inc. -
Name
Christy MansoTitle
Network Community Program ManagerCOMPANY
Memorial Sloan Kettering Cancer Center -
Name
Autumn McCarthyTitle
Revenue CoordinatorCOMPANY
Disney Advertising Sales -
Name
Lisa McQuistonTitle
Director, Corporate and Cause MarketingCOMPANY
Boys & Girls Clubs of America -
Name
Mary MurckoTitle
CROCOMPANY
Catch&Release -
Name
Christy NagleTitle
Chief Marketing OfficerCOMPANY
CleanChoice Energy -
Name
Amanda ParedesTitle
Senior Brand ManagerCOMPANY
Wingstop Inc. -
Name
Lynn PinaTitle
Chief Marketing OfficerCOMPANY
GeoBlue -
Name
Alissa RandallTitle
Chief Marketing OfficerCOMPANY
Step Up For Students -
Name
Stephanie RathTitle
Brand Champion and SpeakerCOMPANY
YMCA of the USA -
Name
Angelique RothermelTitle
Executive Director, Internal Agency, Brand and CommunicationsCOMPANY
World Vision U.S. -
Name
Lauren SallataTitle
Chief Marketing Officer Brand, Communications & Digital MarketingCOMPANY
Panasonic, N.A. -
Name
Barb SchererTitle
Vice President, MarketingCOMPANY
Badcock Corporation -
Name
Hani SeleimTitle
Senior Marketing ManagerCOMPANY
GE Healthcare -
Name
Russ ShumakerTitle
Segment ManagerCOMPANY
World Vision U.S. -
Name
Aubree SmithTitle
Marketing Content CoordinatorCOMPANY
FutureCeuticals -
Name
Lauren SnodgrassTitle
Senior Specialist, MarketingCOMPANY
Boehringer Ingelheim Pharmaceuticals, Inc. -
Name
Solana StokesTitle
VP, Procurement - Brand & ContentCOMPANY
Discovery, Inc. -
Name
Kristin VitekTitle
Strategic Marketing ManagerCOMPANY
FutureCeuticals -
Name
Terri WalterTitle
Chief Growth OfficerCOMPANY
TRUSTX