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CHICAGO GSB MARKETING CONFERENCE
Monday October 15, 2007
5:00 pm – 10:00 pm
University of Chicago Harper Center
October 15, 2007
Dear Conference Attendees,
On behalf of the students in our Marketing Group, it is my pleasure to welcome you to the 2007
Chicago GSB Marketing Conference.
A forum for industry professionals, academics, and students, this conference addresses the
critical challenges and opportunities faced by today’s Marketers. We will examine industry
themes as well as provide insight into building a successful career in marketing. Our outstanding
keynote speaker – Sergio Zyman, Chairman and founder of Zyman Group and former Chief
Marketing Officer of The Coca-Cola Company – will join many distinguished panelists in
sharing their unique perspectives on these topics.
I would like to commend those students whose hard work and dedication have made this
conference possible. I also would like to thank the keynote speaker, panelists, and our alumni
and corporate partners for their generous support.
Sincerely,
Edward A Snyder
October 15, 2007
Dear Conference Attendees,
The Marketing Group would like to thank you for joining us at the annual Marketing Conference
at the University of Chicago Graduate School of Business.
This evening’s conference strives to bring together successful marketers from different industries
with current MBA students in order to share ideas and advice. We hope these discussions spark
your interest in the myriad of roles a marketer can play in the business world and beyond.
Our keynote speaker, Sergio Zyman, Chairman, founder of Zyman Group and the former Chief
Marketing Officer of The Coca-Cola Company is also a member of the Kilts Center for
Marketing Steering Committee. He will be joined on this evening’s program by several panelists
speaking about marketing trends across industries and about marketing from a global perspective.
We would like to extend our sincere appreciation to all of our speakers, corporate sponsors, GSB
faculty and staff and student volunteers who have contributed their efforts to make this
conference possible.
Enjoy the evening!
Stephanie Levin and Yumi Sawai
Conference Co-Chairs & Marketing Group Co-Chairs
Ami Badani, Seth Bressack, Goksu Nebol-Perlman & Victoria Ustrekhova
Marketing Group Co-Chairs
Agenda
5:00 pm
Arrival and Registration
Outside of room 104
5:30 pm
Panel Discussion: Marketing Trends Across Industries
Room 104 A
6:15 pm
Networking
Room 219
7:00 pm
Panel Discussion: Brand Management from a Global
Perspective
Room 104 A
8:00 pm
Dinner and Keynote Address by Sergio Zyman
Room 104 B/C
Sergio Zyman
Sergio Zyman is the Chairman and founder of Zyman Group and the former Chief Marketing Officer of
The Coca-Cola Company. Over the course of 30+ years of hands-on marketing experience, Zyman has
conceived a revolutionary set of principles that are proven to translate marketing strategies into positive
business results. He rejects the old rules of the industry that conceptualized marketing as an art form with
vague commercials and awareness messages. Instead, Zyman passionately advocates a vision of scientific,
process-based marketing as the driver of sales and profits and the centerpiece of business. The only
definition of marketing success he upholds is “selling more stuff to more people more often for more
money more efficiently.™”
From major food and beverage companies to industrial manufacturers to popular retailers to global
telecommunications powers, a diverse group of clients has sought out and received Zyman’s marketing
expertise. As the driving force behind Zyman Group, he is able to reach even more diverse businesses in
need of marketing guidance. Zyman Group has helped businesses ranging from the largest of the Global
1000 to high-tech growth companies improve their marketing results by providing the guidance they need
to move their marketing efforts from hoping to planning, from art to science, from guessing to knowing,
and from random success to planned success.
Zyman’s unparalleled marketing career also includes tenures with Coca-Cola, PepsiCo and Procter &
Gamble. He is best known for his bold actions as the outspoken CMO of Coca-Cola, where he reconceptualized the company’s marketing strategy and boosted worldwide annual sales volume from nine
to 15 billion cases—the most explosive growth period in the company’s history. This success led TIME
magazine to name him one of the three key pitchmen of the 20th century.
His passion and knowledge have been transformed into texts that constitute the core curriculum of resultsdriven marketing. His best selling book, The End Of Marketing As We Know It, clearly lays out Zyman’s
ground rules for marketing success. In his second book, Building Brandwidth: Closing the Sale Online,
Zyman turns his expert eye to the e-marketing revolution, and explains the futility of Internet marketing
that fails to close online sales. His third book, The End of Advertising As We Know It, examines the one
segment of marketing where the most mistakes are made and where the most money is spent, and
wasted—advertising—and provides actionable recommendations for improving return on advertising
investment. Sergio’s latest book, Renovate Before You Innovate, details time tested principles for
accelerating sustainable organic growth.
As a highly-experienced marketing professional and an extremely charismatic communicator, Sergio
Zyman is sought after as a speaker by companies and organizations throughout the world. He energizes
audiences with his creativity and dynamic, unpredictable style. In addition, his acute insights have been
featured in every major business publication, including The New York Times, The Wall Street Journal,
Business Week and Fortune.
Sergio Zyman is a native of Mexico City. He holds an Executive MBA from Harvard University and has
attended graduate schools in London, Paris and Jerusalem. When he is not immersed in the world of
marketing, he expends his spare energy as an enthusiastic runner and an avid reader. He also enjoys golf,
skiing and cycling.
Panel Discussion: Trends Across Industries
Moderated by Char Bennington/Kirsten Nelson
Eli Lilly: Marc Stephens, Market Research Manager
Marc Stephens works as the Market Research Manager of Neuroscience in the US Affiliate at Eli Lilly
and Company. He has an undergraduate in Marketing from the University of Colorado and an MBA
from the University of Denver. In his fifteen years at Lilly, Marc's experience has included multiple sales,
brand team, and market research roles both in the US and globally. His passion is finding foundational
insights, determining how they fit into Lilly's business model, and influencing his organization to act
differently.
PepsiCo-QTG: Joanna Kahn, Sr. Marketing Manager, Quaker Innovation
Jodi is currently a Senior Marketing Manager on Quaker Innovation. She started with PepsiCo in 2004
and spent 3 years in the Tropicana Division working on Specialty OJ’s, Smoothies and Drinks. She led
the recent graphics restage for the $2 billion Tropicana brand and more recently focused on packaging
innovation and new marketing approaches to grow the business. After giving birth to her first child this
summer, she returned to QTG in the Quaker division to lead innovation for bars and bites.
Prior to PepsiCo, Jodi spent 1 ½ years in management consulting at The Boston Consulting Group and a
summer internship with McKinsey where she worked on a diverse set of projects including Consumer
Product Goods, Financial Services, Change Management, Health Care and internal knowledge building.
In her pre-business school life, Jodi was a product researcher / engineer at Procter & Gamble for 5 years
in the International and North American divisions of Home Care, working primarily on Tide.
Jodi is a 2002 graduate of the GSB with concentrations in Finance and Economics. Jodi and her husband,
Jay, (also a GSB grad) love cooking and the outdoors and live in Deerfield with their son, Adam, and two
cats.
ConAgra Foods: Jesse Spungin, VP of Marketing for Chef Boyardee,
Healthy Choice Soup and Ready to Eat Innovation
Jesse Spungin is a Vice President of Marketing for ConAgra Foods and is currently responsible for
managing the Chef Boyardee, Healthy Choice Soup Brand. Prior to his current role of spearheading
growth at ConAgra Foods Mr. Spungin held various positions on specialty businesses such as Wolf Brand
Chili, Dennison’s Chili and Ranch Style Beans. Before joining ConAgra Foods in 2000, Mr. Spungin led
the marketing efforts for other well know national consumer brands such as Bazooka Bubble Gum, Ring
Pops, Push Pops and Crunch & Munch popcorn. Mr. Spungin has also held management positions in
Sales, Operations and Trade Marketing.
Mr. Spungin holds an Executive MBA from the Graziadio School of business at Pepperdine University
and a Bachelor of Science degree from Fordham University. Mr. Spungin is originally from the East
Coast and currently lives in Chicago with his wife Tracy and dog Scoop, where he sits on the board of
Youth Outreach Services and is a member of the AMA.
Google: Spencer Frasher, Team Lead, Classifieds & Local
As Team Lead, Spencer manages a group that develops and executes programs that connect advertisers to
consumers via Google's various marketing solutions. Spencer joined Google from The ServiceMaster
Company (NYSE: SVM) where he managed online marketing for the ServiceMaster family of brands
including Terminix, TruGreen ChemLawn, Merry Maids, American Home Shield, ARS and Rescue
Rooter. Prior to his tenure at ServiceMaster, Spencer worked for a variety of internet start-ups in New
York and San Francisco.
Panel Discussion: Marketing From a Global Perspective
Moderated by Neeraj Bharadwaj, Visiting Assistant Professor of Marketing
Unilever: Rebecca Schmedlen, Global Brand Manager for Degree/Rexona
Rebecca is currently a global brand manager working on the Degree/Rexona brand. Prior to working at
Unilever, Rebecca spent five years in the Client Service & Consulting group at Information Resources,
Inc. (IRI) working on various clients such as Kellogg’s, Alberto Culver, Procter & Gamble, and Wrigley.
She prides herself on consistently championing the “voice” of the consumer in the business.
Rebecca has a Bachelor of Business Administration degree from The University of Michigan (Ann Arbor)
and a Masters degree in Business Administration from Northwestern University’s Kellogg School of
Business. On a personal note, Rebecca is an avid marathon runner and sports enthusiast.
The Boston Consulting Group: Neal Rich, Consultant
Neal Rich, consultant, Chicago, joined The Boston Consulting Group in 2005. Neal earned an MBA
from the University of Chicago Graduate School of Business, a Master of International Relations from the
University of Chicago, and a BA in government from Dartmouth. Prior to joining BCG, Neal worked on
business development and corporate strategy projects at Leo Burnett USA. At BCG he has worked
almost exclusively on marketing-related projects including client issues such as return on marketing
investment, advertising and media effectiveness and marketing mix modeling.
GE Healthcare: Craig Loomis, Manager, Performance RAD Segment
Craig Loomis began his career in GE Healthcare’s Technical Leadership Program where he held various
engineering and marketing rotational assignments in Milwaukee, WI and Seattle, WA. He stayed at GE
for several years as a systems engineer and project manager before moving onto Camtronics Medical
Systems. Here he held roles of increasing responsibility in program management and business
development while pursing an MBA at the University of Chicago. Upon graduating he returned to GE
Healthcare as Manager, Performance RAD Segment for the X-ray business. In this role he leads the
business strategy and X-ray product development efforts for primary care needs across the globe.
Yum! Restaurants International: Ramon Colon, VP of KFC International
Ramon Colon is currently Vice President of Marketing of KFC at Yum! Restaurants International, a
position he has held for three years. Mr. Colon has been working on KFC International for twenty-seven
years and has held various positions including Vice President Marketing Research, Vice President
Marketing North Asia, Vice President Marketing SE Asia, and Director Marketing KFC CARIBLA.
Prior to KFC International, Mr. Colon started his career at Ogilvy and Mather Advertising, New York,
and then went to work for the Nestle Company for his first experience with a large multinational company.
Born in New York City of Puerto Rican parents, he attended New York University where he majored in
Marketing and International Business, graduating with honors.
The Marketing Group Co-Chairs would like to thank the following people for helping to put on
the 2007 Marketing Conference:
Dean Ann Harvilla
Shealyn Rentschler Wolfe
Rebekah Abrham
Laura Brady
Jennifer Chen
Valerie De Charette
Meghan Friesen
John Goetter
Andrew Holmes
Amanda Jones
Jody Kirchner
Jarrod Koenig
Hamida Lalani
Amy Lee
Jane Lo
Debbie Luk
Jessica Moore
Asha Rangaraj
Eric Terada
Stephanie Terifay
Sonia Urintsev
Ketan Vaghani
Chantal Van De Boom
Jennifer Varela
Eva Varma
A special thank you to our 2007 Corporate Sponsors:
3M
Abbott
Alberto-Culver
American Express
The Boston Consulting Group
Campbell Soup Company
Citicards
ConAgra Foods
Eli Lilly
General Electric
Grainger
Kraft
PepsiCo-QTG
Reckitt Benckiser
Unilever
Wrigley
ZS Associates