In an era marked by economic headwinds, shifting consumer expectations, and accelerated change, how can brands grow stronger?
At MASB Summer Summit, Aug. 13-14 at DePaul University in Chicago, a panel of experts will discuss Building Your Brand During Challenging Times, exploring how leading organizations are using branding as a strategic engine for resilience and growth, highlighting proven approaches to growth strategy, go-to-market innovation, and brand-led business transformation—while examining how culture can act as a powerful catalyst in times of disruption. Request your invitation from events@themasb.org.
THE PANEL
Adrienne Fasano is founder of Scoperta (Italian for “discovery”), a DTC marketing and technology company focused on connecting consumers to boutique wineries across the US. She was the former CMO for the Americas at commercial real estate services giant Cushman & Wakefield. Upon arrival in 2015 to head the firm’s 300-person marketing organization, Fasano transformed the department and redefined the firm’s go-to-market strategy. She was instrumental in reshaping Cushman & Wakefield’s brand and achieving a cohesive, global voice. In conjunction with a successful IPO in late 2018, she helped launch the firm’s What’s Next ad campaign. Before joining Cushman & Wakefield, Fasano spent four years at JLL in senior marketing positions. She previously was vice president and director of marketing at World Business Chicago, and global sales director at Motorola.
Seunghee Ha has more than 20 years of experience building and growing iconic brands including P&G (Olay, Herbal Essences, Dunkin’), Samsung, Xfinity, and more. With a CMO skill set, she is a master at transforming brand strategy, growing market share, maximizing ROI, and successfully managing some of the biggest brand names in the world through periods of change and transition. In her most recent role as a Senior Vice President at Windstream Communications, Seunghee built out a fully operational marketing and communications function within six months, led a refresh of brand strategy and architecture that generated a 10 percent improvement in brand awareness, and achieved a major turnaround of brand reputation across search engines and social media platforms.
Jeff Smith is Senior Partner in Prophet’s Chicago office with 20 years of experience in global branding strategies. He’s helped define and implement marketing game plans for companies like United Health Group, UBS, Enterprise Holdings, T. Rowe Price and AbbVie, managing successful changes in multiple geographies and cultures. While heading up Prophet’s operations in Zurich, Jeff gained valuable sensitivity to the challenges of global marketing and prides himself on being a thoughtful listener. He is a leader in Prophet’s Culture, Engagement and Capabilities practice, where he integrates HR and brand, building world-class marketing organizations, creating employee engagement programs and driving greater attraction and retention of employees.
Moderator Lee Hornick is MASB Director of Membership. He has 27 years of experience producing corporate communication, marketing and branding conferences and event sponsorship programs for The Conference Board and served as a senior corporate communication executive with the J.C. Penney Company.
MASB summits are key gatherings for those driving the marketing accountability movement. Leading finance, analytics and marketing professionals from marketers, their suppliers, industry associations, and academia attend to network, get briefed on recent advances, and participate in shaping the future of accountable marketing.