Brand Growth in the SheEconomy hosted by Babson College on the Boston Campus (In-Person Only)

In this SheEconomy, women command 85% of all household purchase decisions and are increasingly impacting the allocation of corporate investments in areas such as marketing, sales, and supply chain. Growth organizations are increasingly prioritizing their marketing investments in women both as consumers and as customers, resulting in market share gains and accelerating overall category growth. In building their brand equity, leading marketers have focused on gender equity in their creative messaging as an effective way to driver greater brand affinity and purchase intent. This conference will showcase case studies from brands that have successfully implemented these strategies, with a special focus on the role that SeeHer—an ANA division dedicated to increasing the representation and accurate portrayal of all women and girls— plays in enhancing creative outputs that drive brand growth.

when

Start: Friday, November 1, 2024 at 8:00am

End: Friday, November 1, 2024 at 2:30pm

WHERE

Babson Boston Campus
100 High Street | 12th Floor
Boston, MA 02110

Registration Pricing

	Client-Side Tier	Platinum Tier	Gold Tier	Silver Tier	Nonmember
Registration
Registration	Client-Side Tier $0	Platinum Tier $0	Gold Tier $299	Silver Tier $399	Nonmember N/A

For issues processing your registration or to ask further questions about this event, please contact registration@ana.net

Agenda

TIME	EVENT DETAILS	LOCATION
Friday, November 1, 2024
8:00am - 9:00am	BREAKFAST
9:00am - 9:10am	OPENING REMARKS Krista Hill Associate Professor, Marketing Babson College Christine Guilfoyle President SeeHer Elliot Lum EVP, Community and Growth ANA
9:10am - 9:45am	SAMSONITE’S ‘BRING ON THE RUNWAY’: DURABILITY, STYLE, AND EMPOWERING WOMEN IN TRAVEL Known for its unmatched durability, Samsonite’s latest campaign, "Bring on the Runway," seamlessly blends strength with fashion-forward design. This session will highlight how Samsonite is not only redefining travel gear with sleek, stylish luggage but also championing women through the campaign—both as consumers and within the company. Discover how Samsonite is empowering women in travel while ensuring their luggage is both runway-ready and resilient enough for any journey. David Oksman SVP, Marketing Samsonite
9:45am - 10:20am	HOW CVS HEALTH’S HERe CAMPAIGN IS TRANSFORMING HEALTHCARE ACCESS FOR WOMEN Recognizing the significant barriers women face in prioritizing their healthcare, CVS Health identified an opportunity to improve access and trust through its HERe campaign. By conducting thoughtful research, CVS developed a platform that addresses the key challenges of education, trust, and conversion to sales. This session will explore how the HERe campaign is making healthcare more inclusive, empowering women through improved access to essential services and products that support their mental and physical well-being, and dismantling systemic barriers to health equity. Erin Condon Chief Marketing Officer, CVS Pharmacy CVS Health
10:20am - 10:40am	NETWORKING BREAK
10:40am - 11:15am	INVESTING IN WOMEN’S SPORTS: HOW MASSMUTUAL IS CHAMPIONING FINANCIAL WELLNESS AND DRIVING BUSINESS GROWTH MassMutual is strategically investing in women’s sports not only to support female athletes and promote financial wellness but also to be a powerful growth driver for the business. In this session, Jennifer Halloran, CMO, will explore how these sponsorships align with MassMutual’s goals, leveraging the connection between sports, confidence, and financial success to engage new audiences and fuel business expansion. Jennifer Halloran Chief Marketing Officer MassMutual
11:15am - 11:50am	BRIDGING THE GAP: ADDRESSING WOMEN'S UNDERREPRESENTATION IN BUSINESS MARKETING Despite their significant influence as decision-makers, women remain underrepresented in the business marketing community. This session will explore the challenges women face in the industry and offer strategies for effectively marketing to women who hold key decision-making roles. Attendees will gain insights from industry leaders who have successfully navigated these challenges, creating more inclusive and impactful marketing strategies. Moderator: Kate Ardini Global Head of Commercial Marketing SimCorp Sara Elliott Senior Director, Global Marketing Strategy & Transformation Akamai Technologies Michelle Karle Director of Marketing Edenred Michele Barlow EVP, Enterprise Marketing Bank of America Nondini Naqui Head of Retirement Marketing Manulife Investment Management
11:50am - 12:05pm	SEEHER EDUCATION: ELIMINATING GENDER BIAS FROM THE OUTESET The ANA Educational Foundation (AEF) and SeeHer, have launched a first-of-its-kind new initiative, SeeHer Education — a certificate program combining Marketing and Gender Studies. The goal is to educate the next generation of marketing leaders on how to eliminate gender bias from Day 1 of their careers. Hear how this certificate program has been rolled out at Babson College and how companies have used this content with their own training practices. Krista Hill Associate Professor, Marketing Babson College Christine Guilfoyle President SeeHer
12:05pm - 1:15pm	NETWORKING LUNCH
1:15pm - 1:50pm	WELCOME TO THE WAYBORHOOD: HOW WAYFAIR’S NEW CAMPAIGN IS REDEFINING HOME SHOPPING Wayfair’s latest brand campaign, "Welcome to the Wayborhood," marks a pivotal evolution in the company’s journey, unveiling a refreshed logo, updated jingle, and a star-studded lineup of talent, including long-time ambassador Kelly Clarkson and influencers like actress and comedian Lisa Ann Walter, television personality Lisa Vanderpump, and former Olympian Shawn Johnson. This playful and stylized campaign brings Wayfair’s "Every style, every home" tagline to life, celebrating personal expression through home design. With a 360-degree omnichannel strategy and the opening of its first large-format store, this session will explore how Wayfair is meeting the evolving needs of today’s consumers in both digital and physical spaces. Yelena Cashion Global Head of Brand & Insights Wayfair
1:50pm - 2:25pm	THE POWER OF JOURNALISM X MULTI MEDIA TO REACH NEW AUDIENCES: BOSTON GLOBE MEDIA'S STRATEGY Boston Globe Media, and its portfolio of brands, is leveraging multi- and omni-media strategies to engage more diverse audiences, including women and multicultural consumers. Peggy Byrd, Chief Marketing Officer, will discuss how BGM is pursuing innovative marketing and content strategies utilizing social, video, audio and experiential platforms to deeply connect with, and make a difference in, the communities it serves. Peggy Byrd Chief Marketing Officer Boston Globe Media
2:25pm - 2:30pm	CLOSING REMARKS Elliot Lum EVP, Community and Growth ANA

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.