Brand Purpose — Growth for Good
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.
Committee Locations:
In 2021, the committee will convene virtually throughout the year. All meetings are free for Nonprofit members, ANA client-side and MSP Gold / Platinum members to attend via webinar.
In 2021, the committee will convene virtually throughout the year. All meetings are free for Nonprofit members, ANA client-side and MSP Gold / Platinum members to attend via webinar.
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 is Ken Beaulieu, director of Brand Purpose Committee and the ANA Center for Brand Purpose
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 |
|---|---|---|
| Anthony Farina (Co-chairperson) | Chief Communications Officer and Vice President of Corporate Affairs | CSL Behring |
| Judy Hoffstein (Co-chairperson) | Chief Marketing Officer | Crohn's & Colitis Foundation |
| DaLeyna Adkinson | Diversity and Inclusion Marketing Program Manager | |
| Wesley Ament | Graphic Designer | Elkay Manufacturing Company |
| David Anzini | Assistant Brand Manager | Lowe's Companies, Inc. |
| Laurie Atkinson | Director, Brand Marketing | Stater Bros. |
| Tedd Aurelius | Vice President, Sales | IWCO Direct |
| Sarah Bagley | Director, Marketing Insights | Kaiser Permanente |
| Audrey Barker | Corporate Brand Advisor | Chevron Corporation |
| Tony Barnett | National Director of Cause Marketing | Boys & Girls Club of America |
| Sally Barton | Senior Brand Equity Manager | Mondelez International, Inc. |
| Jared Bengtson | NA Marketing Leader | IBM Corporation |
| Kristin Boswell | Manager | Kearney |
| Michelle Boudreau | SVP, Group Account Leader | MERGE Boston |
| 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. |
| Anne Dooley | EVP, Global Business Lead | Energy BBDO |
| Frederick Faulkner | Partner, Strategic Alliances + Analyst Relations | ICF Next |
| Guillermo Fernandez | Director, Content and Category Strategy | Spectrum Reach |
| John Fortier | Partnership Marketing Manager | San Diego Zoo Wildlife Alliance |
| Teresa Gaffney | Director of Marketing | Children International |
| Jessica Hair | Consultant | Humana Inc. |
| Connie Hannigan-Franck | Senior Manager, Digital Marketing | National Wildlife Federation |
| Erica Heiden | Customer Insights Analyst | Mutual of Omaha Insurance Company |
| Stephanie Heusuk | CEO | Rhea + Kaiser Marketing Communications |
| Janeen Hill | Global Brand Manager | The LYCRA Company |
| Kate Hollandsworth | Vice President | Integral, LLC |
| Heather Hudgins | Manager, Marketing Communications | Delta Air Lines, Inc. |
| Amy Hurtado | Director, Marketing Strategy | Joni and Friends |
| Beatrice Huston | Brand Manager | Atria Senior Living |
| Muhammad Ikhlaq | Developer | ANA |
| David Iudica | Head of Global Vertical Research | |
| Christina Jones | Key Market Activation | Merck & Co. |
| Adam Koepfer | Marketing Manager | Merrell |
| Ashley Kyser | Cause Marketing Partnership Implementation Specialist | Habitat for Humanity International, Inc. |
| Alli Lathrope | Marketing Consultant | Kaiser Permanente |
| Joe Lutz | Manager, Enterprise Brand | Securian Financial Group, Inc. |
| 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 |
| Sara Merena | Senior Program Manager | National Grid |
| Mary Murcko | CRO | Catch&Release |
| Christy Nagle | Chief Marketing Officer | CleanChoice Energy |
| Gbemisola Ogunrinde | Marketing Strategy Manager | Disney Parks, Experiences & Consumer Products |
| Ayca Pamucak | Director, Paid Media | Major League Soccer |
| Amanda Paredes | Senior Brand Manager | Wingstop Inc. |
| WILL PHIPPS | SVP, Head of Media | Allen & Gerritsen, Inc. |
| Lynn Pina | Chief Marketing Officer | GeoBlue |
| Shannon Pogodzinski | Senior Global Marketing Communications Manager | GE Healthcare |
| Alissa Randall | Chief Marketing Officer | Step Up For Students |
| Stephanie Rath | Brand Champion and Speaker | YMCA of the USA |
| Lee Roth | Managing Director | BeenThereDoneThat |
| Angelique Rothermel | Executive Director, Internal Agency, Brand and Communications | World Vision U.S. |
| Judith Rubin | Global Head of Chocolate | Godiva Chocolatier, Inc. |
| Kaitlyn Ryan | Director of Business Development and Marketing | Socialfly |
| 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. |
| Judy Sroufe | Vice President, Brand Marketing and Communications | Standard Textile |
| Solana Stokes | VP, Procurement - Brand & Content | Discovery, Inc. |
| Kristin Vitek | Strategic Marketing Manager | FutureCeuticals |
| Terri Walter | Chief Growth Officer | TRUSTX |
-
Name
Anthony Farina (Co-chairperson)Title
Chief Communications Officer and Vice President of Corporate AffairsCOMPANY
CSL Behring -
Name
Judy Hoffstein (Co-chairperson)Title
Chief Marketing OfficerCOMPANY
Crohn's & Colitis Foundation -
Name
DaLeyna AdkinsonTitle
Diversity and Inclusion Marketing Program ManagerCOMPANY
Facebook -
Name
Wesley AmentTitle
Graphic DesignerCOMPANY
Elkay Manufacturing Company -
Name
David AnziniTitle
Assistant Brand ManagerCOMPANY
Lowe's Companies, Inc. -
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
Audrey BarkerTitle
Corporate Brand AdvisorCOMPANY
Chevron Corporation -
Name
Tony BarnettTitle
National Director of Cause MarketingCOMPANY
Boys & Girls Club of America -
Name
Sally BartonTitle
Senior Brand Equity ManagerCOMPANY
Mondelez International, Inc. -
Name
Jared BengtsonTitle
NA Marketing LeaderCOMPANY
IBM Corporation -
Name
Kristin BoswellTitle
ManagerCOMPANY
Kearney -
Name
Michelle BoudreauTitle
SVP, Group Account LeaderCOMPANY
MERGE Boston -
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
Anne DooleyTitle
EVP, Global Business LeadCOMPANY
Energy BBDO -
Name
Frederick FaulknerTitle
Partner, Strategic Alliances + Analyst RelationsCOMPANY
ICF Next -
Name
Guillermo FernandezTitle
Director, Content and Category StrategyCOMPANY
Spectrum Reach -
Name
John FortierTitle
Partnership Marketing ManagerCOMPANY
San Diego Zoo Wildlife Alliance -
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
Erica HeidenTitle
Customer Insights AnalystCOMPANY
Mutual of Omaha Insurance Company -
Name
Stephanie HeusukTitle
CEOCOMPANY
Rhea + Kaiser Marketing Communications -
Name
Janeen HillTitle
Global Brand ManagerCOMPANY
The LYCRA Company -
Name
Kate HollandsworthTitle
Vice PresidentCOMPANY
Integral, LLC -
Name
Heather HudginsTitle
Manager, Marketing CommunicationsCOMPANY
Delta Air Lines, Inc. -
Name
Amy HurtadoTitle
Director, Marketing StrategyCOMPANY
Joni and Friends -
Name
Beatrice HustonTitle
Brand ManagerCOMPANY
Atria Senior Living -
Name
Muhammad IkhlaqTitle
DeveloperCOMPANY
ANA -
Name
David IudicaTitle
Head of Global Vertical ResearchCOMPANY
Facebook -
Name
Christina JonesTitle
Key Market ActivationCOMPANY
Merck & Co. -
Name
Adam KoepferTitle
Marketing ManagerCOMPANY
Merrell -
Name
Ashley KyserTitle
Cause Marketing Partnership Implementation SpecialistCOMPANY
Habitat for Humanity International, Inc. -
Name
Alli LathropeTitle
Marketing ConsultantCOMPANY
Kaiser Permanente -
Name
Joe LutzTitle
Manager, Enterprise BrandCOMPANY
Securian Financial Group, Inc. -
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
Sara MerenaTitle
Senior Program ManagerCOMPANY
National Grid -
Name
Mary MurckoTitle
CROCOMPANY
Catch&Release -
Name
Christy NagleTitle
Chief Marketing OfficerCOMPANY
CleanChoice Energy -
Name
Gbemisola OgunrindeTitle
Marketing Strategy ManagerCOMPANY
Disney Parks, Experiences & Consumer Products -
Name
Ayca PamucakTitle
Director, Paid MediaCOMPANY
Major League Soccer -
Name
Amanda ParedesTitle
Senior Brand ManagerCOMPANY
Wingstop Inc. -
Name
WILL PHIPPSTitle
SVP, Head of MediaCOMPANY
Allen & Gerritsen, Inc. -
Name
Lynn PinaTitle
Chief Marketing OfficerCOMPANY
GeoBlue -
Name
Shannon PogodzinskiTitle
Senior Global Marketing Communications ManagerCOMPANY
GE Healthcare -
Name
Alissa RandallTitle
Chief Marketing OfficerCOMPANY
Step Up For Students -
Name
Stephanie RathTitle
Brand Champion and SpeakerCOMPANY
YMCA of the USA -
Name
Lee RothTitle
Managing DirectorCOMPANY
BeenThereDoneThat -
Name
Angelique RothermelTitle
Executive Director, Internal Agency, Brand and CommunicationsCOMPANY
World Vision U.S. -
Name
Judith RubinTitle
Global Head of ChocolateCOMPANY
Godiva Chocolatier, Inc. -
Name
Kaitlyn RyanTitle
Director of Business Development and MarketingCOMPANY
Socialfly -
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
Judy SroufeTitle
Vice President, Brand Marketing and CommunicationsCOMPANY
Standard Textile -
Name
Solana StokesTitle
VP, Procurement - Brand & ContentCOMPANY
Discovery, Inc. -
Name
Kristin VitekTitle
Strategic Marketing ManagerCOMPANY
FutureCeuticals -
Name
Terri WalterTitle
Chief Growth OfficerCOMPANY
TRUSTX