GRAMMYs CMO Greene to Discuss Maximizing Sponsorship Return

Evan Green CMO The Recording Academy
Evan Greene, Recording Academy CMO

Customizing Sponsorship Assets to Maximize Marketer Return will be addressed by Evan Greene, CMO of The Recording Academy, at MASB Winter Summit 2019, Feb. 26-27 in San Diego. The format will be an interactive discussion with MASB President & CEO Tony Pace. MASB has partnered with the ANA (Association of National Advertisers) for the Sponsorship Accountability Metrics Project to create a roadmap for brand sponsorship investment and activation.

Responsible for marketing and brand strategy for the Recording Academy, Greene has been the ‘agent of change’ for music’s biggest brand, the GRAMMY®, for the past 15 years. Working across all business units of the Academy, including MusiCares®, the GRAMMY Museum®, membership, advocacy, and awards, Greene has led a team with expertise in brand strategy, advertising, marketing communications, analytics, and integrated partnerships to innovate for one of today’s most vital music organizations. Qualitative and quantitative research analytics, coupled with long- and short-term strategic planning have fundamentally shifted business structure, evolving a traditional, nonprofit trade organization into a more dynamic, forward-looking business entity. With effective marketing being rooted in a good story, Greene’s ability to craft a compelling narrative has cemented deeper connections across the consumer landscape.

Greene has re-energized the Academy’s business by seamlessly implementing new brand strategy to align the Academy’s business units, cutting-edge social/digital/content marketing, as well as brand partnerships and new business strategy to dramatically increase revenue. The brand has been fundamentally repositioned, communication strategy shifted, yearly marketing-based revenue increased more than 800%, lucrative worldwide licensing program established, dynamic, leading-edge social media presence solidified, world-class brand partnerships crafted, live GRAMMY-branded concerts built, and the Recording Academy has been consistently recognized for marketing innovation and creativity with the industry’s most prestigious acknowledgements/awards.

The 2019 MASB Winter Board Meeting and Summit will be held at the Hilton San Diego Bayfront, 1 Park Boulevard, San Diego; Tuesday, February 26, 7:30 am – 6:00 pm with dinner afterward, and Wednesday, February 27, 8:00 am – Noon. This event is being held in conjunction with the ANA Brand Masters Conference, which commences on Wednesday.

For more information or to request an invitation, contact info@themasb.org.