Panel: The Role of Technology in Building Brands
Marketing & Technology-the Next Frontier
PANEL: THE ROLE OF TECHNOLOGY IN BUILDING BRANDS
Brands are now being created faster than ever before (see Google). Knowing which technology based tools fast forward brand
equity and which ones slow progress will be the difference between success and failure. This panel will share their success
Richard Guha, Principal, Max Brand Equity
Lili Gil, Director of Sourcing (Multicultural Marketing Champion), Johnson & Johnson Pharmaceutical Services
Tim Gilchrist, Director of eBusinesss Strategy, WellPoint Healthcare
Peter Horst, Senior Vice President Brand Marketing, Capital One
Greg Marshall, Charles Harwood Chair of Marketing and Strategy, Crummer Graduate School of Business, Rollins College
Patrick Walsh, Senior Vice President, North America Retail, Brooks Brothers
Richard is a Partner in Max Brand Equity, the market-driven consulting firm which has helped many Fortune 500 companies. The firm has proprietary technology which helps understand market perceptions rapidly and accurately.
Richard has over thirty years in leading Fortune 500 and their International equivalents to success as a member of top management in Fortune 500 companies and advisor to them as consultant and Board member.
Prior to founding Max Brand Equity, Richard started his career in marketing at Procter & Gamble, later becoming a Division Head at Mars, Inc, CMO at US West and BMC Software as well as President of Reliant Energy. He was also a partner in two respected consulting firms, where he advised top management of Global 2000 companies. He has been on the Board of seven highly successful companies, including five start-ups.
Most recently, Richard created the consumer "broadband" market while at US West/Comcast, the most successful retail energy business at Reliant Energy, new "dialog-based" CRM approaches at several companies as well as BMC software, as well as pioneering in multi-channel and direct to the consumer marketing. He grew market value of three public corporations by several-fold in a few years each.
Richard has focused on initiating and leading change to achieve successful results in global organizations in changing markets. From Consumer Packaged goods to communications and high-tech he has created new paradigms which have changed the market structure and built substantial revenue and profit growth. He has lived and worked in ten countries and four continents, achieving great success in multiple markets.
Richard graduated from Cambridge University with a Bachelors degree in Chemistry, Physics, and Math. He went on to become the youngest person to earn a Masters from Cambridge in Chemical Engineering."
A consummate young executive, thought leader and rising star, Liliana Gil has been recognized for her passion and leadership in support of the dynamic and fast growing Multicultural and Hispanic markets in the U.S. Gil's solid career with Johnson & Johnson as the Director of Worldwide Marketing Services has provided her with a platform to influence the marketplace in the creation of innovative strategic relationships with agencies, the community and corporations alike.
One of Gil's most significant accomplishments was the invention and leadership of "Proyecto MAS," which focused on increasing visibility of the growing Multicultural U.S. segment for the Johnson & Johnson Family of Companies. With support from top management and the Chairman of the Board, this initiative pioneered a companywide effort to motivate engagement and alignment across brands in a very decentralized environment. Brands that Gil has directly influenced include: Topamax, Levaquin, Tylenol, Lactaid, Splenda, Aveeno, Johnson's Baby, among others. Through this effort, J&J; also completed its first companywide Hispanic Agency selection in December 2007. Gil has also collaborated with colleagues and powerful brands such as McDonald's, FOX, Univision, Telemundo, among others.
Despite her professional success, it is Gil's contributions to the community and the industry that provide her the greatest satisfaction. Her legacy lies in founding and supporting groups such as MAHO Designs (Makers of Hope: www.mahodesigns.com), which helps artisans in vulnerable areas of Colombia; Acento Group, (acentogroup.com) which connects entrepreneurs from Latin America to international marketing opportunities; and HOLA, the Hispanic Organization for Leadership & Achievement, a mentoring and social responsibility arm of J&J.; HOLA has grown into an active and highly influential organization with 34 chapters worldwide and over 1,200 members.
Gil is a recognized speaker and industry contributor who has been featured in countless publications and industry events. She has also contributed to diversity studies with the Harvard Business Review as part of a private sector task force entitled, "The Hidden Brain Drain: Women and Minorities as Unrealized Assets."
Prior to J&J;, she held various positions at Huguley Healthcare Systems and Walt Disney World's Celebration Health.
Originally from Colombia, Lili holds a Bachelor's degree in Business Finance from Southwestern Adventist University. She has also completed foreign studies at Deakin University in Melbourne Australia, post-graduate studies at Rollins College (Crummer Graduate School of Business) and holds an MBA from the University of Colorado.
Profiled as part of the country's most accomplished professional women by The National Association of Professional Women, 2009
Latina Leadership Recognition Award - LULAC, 2008
National Latin Pride Awards - "Business Woman of the Year", 2008
Johnson & Johnson Marketing Excellence Award, 2007
Johnson & Johnson Leadership Award, 2007, 2008
Colombia Exterior a la Excelencia (Colombian Excellence Award), 2007
Tim is Director of eBusiness Strategy for WellPoint Healthcare, one of the largest managed care companies in the U.S. with over 30 million members. His primary duties include: development of social media strategies, evaluation of companies for acquisition or partnership and use of health care data to improve wellness of WellPoint's members.
Prior to WellPoint Tim spent much of his career in corporate marketing and Internet positions. Starting with Value Health in the early 90's, Tim was responsible for marketing & communications of the consulting and software development divisions of the company that grew from a 6-person startup to IPO and ultimate sale for $1.3 billion.
In 1997 Value Health was sold and Tim became Webmaster for Aetna where he sheparded their movement into ecommerce. During his time at Aetna, Web activity went from a few visitors per month to over 2 million, carrying out transactions from physician profiling, investor relations to 401k transactions. Tim was part of the original team who developed www.intellihealth.com, one of the first health information portals. His work on Aetna's employee intranet was also featured in the landmark book The Cluetrain Manifesto.
In 2001 he became Senior Vice President of Sales and Product Development for Fiserv, a Fortune 500 financial services company. During his tenure, sales of consumer equity lending and geographic information system (GIS) product lines grew over 400% to $500 million.
While not at work, Tim is a lecturer on media and technology at Columbia University, member of the Yale University biofuels program, and board member of the Marketing Executives Networking Group. He has published three books on the science of Ergonomics and is a contributing author to Fine Wood Working Magazine. Tim holds a Masters Degree in Organizational Communications from The University of Hartford and Bachelors in Journalism from Boston University.
Peter Horst is a 20-year marketing veteran with experience spanning products, services and technology at Capital One, Ameritrade, General Mills and US WEST. As Senior Vice President of Brand Marketing at Capital One, Horst supports Capital One's Banking, Credit Card and National Lending businesses with integrated marketing, value proposition development, and consumer insights. Horst's team led the brand integration for Capital One following its acquisitions of Hibernia Bank and North Fork Bank.
Prior to Capital One, Horst was Chief Marketing Officer of TruSecure Corporation (now Verizon Business Security Solutions), a leading provider of information security services. Before then, Horst was Chief Marketing Officer of Ameritrade, where he built the brand and drove dramatic growth with some of the industry's most successful and acclaimed marketing programs, including the cult-classic "Stewart" advertising campaign.
Prior to joining Ameritrade, Horst held a variety of strategy and line management roles at US WEST (now Qwest), focusing on developing new Internet businesses and launching its broadband offerings. Horst began his marketing career at General Mills, where he spent six years managing such brands as Pop Secret Popcorn and Betty Crocker snacks and meals.
Horst holds an MBA from the Tuck School at Dartmouth and a BA from Harvard. He lives in McLean, VA with his wife, four children and two dogs.
Marshall is the Charles Harwood Chair of Marketing and Strategy in the Crummer Graduate School of Business at Rollins College. He has published more than 40 articles in numerous refereed business journals and is co-author of the textbooks Marketing: Real People, Real Choices; Sales Force Management; and Relationship Selling.
He is the editor of the Journal of Marketing Theory and Practice and former editor of the Journal of Personal Selling & Sales Management. In addition, he serves on the editorial review boards of the Journal of the Academy of Marketing Science, Journal of Business Research, and Industrial Marketing Management.
Marshall is past president of the American Marketing Association Academic Division and past president and Fellow of the Society for Marketing Advances. He presently serves as VP for Programs of the Academy of Marketing Science and is a member of the Board of Directors of the Direct Selling Education Foundation.
His principal teaching areas are strategic marketing, marketing management and business strategy. In 2002, he received the Outstanding Marketing Teachers' Award from the Academy of Marketing Science. In 2003, Marshall received the Chandler Freitz Teaching Award at Oklahoma State University, which recognizes the top professor in the evening MBA program. In 2005, he received the Cornell Distinguished Faculty Award at the Crummer School. Over the years, he has mentored a number of marketing doctoral students who have gone on to successful academic careers at excellent universities.
Prior to joining Rollins faculty, Marshall served on the faculties of the University of South Florida, where he was also doctoral coordinator for the marketing department; Texas Christian University; and Oklahoma State University, where he was also the director of the Executive MBA Program. He holds a Ph.D. from Oklahoma State University and an MBA and BSBA from the University of Tulsa. Before earning his doctoral degree, Marshall held management positions at Warner-Lambert, the Mennen Company and Target Corporation. He also has considerable experience as a consultant and trainer for a variety of organizations.
Patrick Walsh is the Senior Vice President of Retail at Brooks Brothers. In his 12 years at Brooks, Patrick has held numerous field executive positions in the company's Retail and Factory Outlet divisions. In 2007, Patrick accepted Retail Information Systems magazine's Fusion Award for achieving operational excellence by fusing technology solutions with business strategy for Cross-Channel Customer Experience. Prior to joining Brooks Brothers, he held store and field management positions at Eddie Bauer, Abercrombie and Fitch and The Gap.
In his free time, Patrick enjoys fishing and an occasional poker game. He has been happily married to his wife, Lauren, for thirteen years. They have two small children, Quinn and Kate, who remind Patrick daily of what's really important in life.