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. 
 

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 Facebook
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 Facebook
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 Affairs

    COMPANY

    CSL Behring
  • Name

    Judy Hoffstein (Co-chairperson)

    Title

    Chief Marketing Officer

    COMPANY

    Crohn's & Colitis Foundation
  • Name

    DaLeyna Adkinson

    Title

    Diversity and Inclusion Marketing Program Manager

    COMPANY

    Facebook
  • Name

    Wesley Ament

    Title

    Graphic Designer

    COMPANY

    Elkay Manufacturing Company
  • Name

    David Anzini

    Title

    Assistant Brand Manager

    COMPANY

    Lowe's Companies, Inc.
  • Name

    Laurie Atkinson

    Title

    Director, Brand Marketing

    COMPANY

    Stater Bros.
  • Name

    Tedd Aurelius

    Title

    Vice President, Sales

    COMPANY

    IWCO Direct
  • Name

    Sarah Bagley

    Title

    Director, Marketing Insights

    COMPANY

    Kaiser Permanente
  • Name

    Audrey Barker

    Title

    Corporate Brand Advisor

    COMPANY

    Chevron Corporation
  • Name

    Tony Barnett

    Title

    National Director of Cause Marketing

    COMPANY

    Boys & Girls Club of America
  • Name

    Sally Barton

    Title

    Senior Brand Equity Manager

    COMPANY

    Mondelez International, Inc.
  • Name

    Jared Bengtson

    Title

    NA Marketing Leader

    COMPANY

    IBM Corporation
  • Name

    Kristin Boswell

    Title

    Manager

    COMPANY

    Kearney
  • Name

    Michelle Boudreau

    Title

    SVP, Group Account Leader

    COMPANY

    MERGE Boston
  • Name

    Geoff Brownell

    Title

    Director, Social Media

    COMPANY

    Fidelity Investments
  • Name

    Kristin Clauson

    Title

    Director, Partnership Development

    COMPANY

    Share Our Strength - No Kid Hungry
  • Name

    Cheyanne Dillenberger

    Title

    Content Strategist

    COMPANY

    UnitedHealth Group, Inc.
  • Name

    Anne Dooley

    Title

    EVP, Global Business Lead

    COMPANY

    Energy BBDO
  • Name

    Frederick Faulkner

    Title

    Partner, Strategic Alliances + Analyst Relations

    COMPANY

    ICF Next
  • Name

    Guillermo Fernandez

    Title

    Director, Content and Category Strategy

    COMPANY

    Spectrum Reach
  • Name

    John Fortier

    Title

    Partnership Marketing Manager

    COMPANY

    San Diego Zoo Wildlife Alliance
  • Name

    Teresa Gaffney

    Title

    Director of Marketing

    COMPANY

    Children International
  • Name

    Jessica Hair

    Title

    Consultant

    COMPANY

    Humana Inc.
  • Name

    Connie Hannigan-Franck

    Title

    Senior Manager, Digital Marketing

    COMPANY

    National Wildlife Federation
  • Name

    Erica Heiden

    Title

    Customer Insights Analyst

    COMPANY

    Mutual of Omaha Insurance Company
  • Name

    Stephanie Heusuk

    Title

    CEO

    COMPANY

    Rhea + Kaiser Marketing Communications
  • Name

    Janeen Hill

    Title

    Global Brand Manager

    COMPANY

    The LYCRA Company
  • Name

    Kate Hollandsworth

    Title

    Vice President

    COMPANY

    Integral, LLC
  • Name

    Heather Hudgins

    Title

    Manager, Marketing Communications

    COMPANY

    Delta Air Lines, Inc.
  • Name

    Amy Hurtado

    Title

    Director, Marketing Strategy

    COMPANY

    Joni and Friends
  • Name

    Beatrice Huston

    Title

    Brand Manager

    COMPANY

    Atria Senior Living
  • Name

    Muhammad Ikhlaq

    Title

    Developer

    COMPANY

    ANA
  • Name

    David Iudica

    Title

    Head of Global Vertical Research

    COMPANY

    Facebook
  • Name

    Christina Jones

    Title

    Key Market Activation

    COMPANY

    Merck & Co.
  • Name

    Adam Koepfer

    Title

    Marketing Manager

    COMPANY

    Merrell
  • Name

    Ashley Kyser

    Title

    Cause Marketing Partnership Implementation Specialist

    COMPANY

    Habitat for Humanity International, Inc.
  • Name

    Alli Lathrope

    Title

    Marketing Consultant

    COMPANY

    Kaiser Permanente
  • Name

    Joe Lutz

    Title

    Manager, Enterprise Brand

    COMPANY

    Securian Financial Group, Inc.
  • Name

    Nikki Mamuric

    Title

    Marketing Director

    COMPANY

    Sargento Foods Inc.
  • Name

    Christy Manso

    Title

    Network Community Program Manager

    COMPANY

    Memorial Sloan Kettering Cancer Center
  • Name

    Autumn McCarthy

    Title

    Revenue Coordinator

    COMPANY

    Disney Advertising Sales
  • Name

    Lisa McQuiston

    Title

    Director, Corporate and Cause Marketing

    COMPANY

    Boys & Girls Clubs of America
  • Name

    Sara Merena

    Title

    Senior Program Manager

    COMPANY

    National Grid
  • Name

    Mary Murcko

    Title

    CRO

    COMPANY

    Catch&Release
  • Name

    Christy Nagle

    Title

    Chief Marketing Officer

    COMPANY

    CleanChoice Energy
  • Name

    Gbemisola Ogunrinde

    Title

    Marketing Strategy Manager

    COMPANY

    Disney Parks, Experiences & Consumer Products
  • Name

    Ayca Pamucak

    Title

    Director, Paid Media

    COMPANY

    Major League Soccer
  • Name

    Amanda Paredes

    Title

    Senior Brand Manager

    COMPANY

    Wingstop Inc.
  • Name

    WILL PHIPPS

    Title

    SVP, Head of Media

    COMPANY

    Allen & Gerritsen, Inc.
  • Name

    Lynn Pina

    Title

    Chief Marketing Officer

    COMPANY

    GeoBlue
  • Name

    Shannon Pogodzinski

    Title

    Senior Global Marketing Communications Manager

    COMPANY

    GE Healthcare
  • Name

    Alissa Randall

    Title

    Chief Marketing Officer

    COMPANY

    Step Up For Students
  • Name

    Stephanie Rath

    Title

    Brand Champion and Speaker

    COMPANY

    YMCA of the USA
  • Name

    Lee Roth

    Title

    Managing Director

    COMPANY

    BeenThereDoneThat
  • Name

    Angelique Rothermel

    Title

    Executive Director, Internal Agency, Brand and Communications

    COMPANY

    World Vision U.S.
  • Name

    Judith Rubin

    Title

    Global Head of Chocolate

    COMPANY

    Godiva Chocolatier, Inc.
  • Name

    Kaitlyn Ryan

    Title

    Director of Business Development and Marketing

    COMPANY

    Socialfly
  • Name

    Lauren Sallata

    Title

    Chief Marketing Officer Brand, Communications & Digital Marketing

    COMPANY

    Panasonic, N.A.
  • Name

    Barb Scherer

    Title

    Vice President, Marketing

    COMPANY

    Badcock Corporation
  • Name

    Hani Seleim

    Title

    Senior Marketing Manager

    COMPANY

    GE Healthcare
  • Name

    Russ Shumaker

    Title

    Segment Manager

    COMPANY

    World Vision U.S.
  • Name

    Aubree Smith

    Title

    Marketing Content Coordinator

    COMPANY

    FutureCeuticals
  • Name

    Lauren Snodgrass

    Title

    Senior Specialist, Marketing

    COMPANY

    Boehringer Ingelheim Pharmaceuticals, Inc.
  • Name

    Judy Sroufe

    Title

    Vice President, Brand Marketing and Communications

    COMPANY

    Standard Textile
  • Name

    Solana Stokes

    Title

    VP, Procurement - Brand & Content

    COMPANY

    Discovery, Inc.
  • Name

    Kristin Vitek

    Title

    Strategic Marketing Manager

    COMPANY

    FutureCeuticals
  • Name

    Terri Walter

    Title

    Chief Growth Officer

    COMPANY

    TRUSTX