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Mobile Women to Watch Summit New York Nov. 4: Walgreens, Starwood Hotels, Conde Nast, USA Today, Eli Lilly, Earth's Best

Please click on the headlines below to download PDF files of the presentations made at the Mobile Women to Watch 2015 Summit


Registration is open for the Mobile Women to Watch 2015 Summit New York on Tuesday, Nov. 4 featuring speakers from Walgreens, Starwood Hotels and Resorts, Conde Nast Entertainment, Eli Lilly, USA Today, Scripps Network, Earth?s Best and Ella?s Kitchen, RCA Records and, as well as honoring 25 women who are expected to make a difference in mobile advertising, marketing, media and commerce next year.

This daylong event is a must-attend for executives from brands, retailers, agencies, publishers, market researchers and service providers looking to learn from and connect with some of the smartest women with mobile responsibilities in their organizations. The sixth annual Mobile Women to Watch list will also be announced at the summit hosted at the National Museum of the American Indian across from Battery Park in Lower Manhattan. The conference, whose agenda is below, will be limited to only 150 executives.

?Women are rapidly gaining more visibility in digital roles across organizations, with mobile as part of their responsibility,? said Mickey Alam Khan, editor in chief of Mobile Marketer and Mobile Commerce Daily, New York. ?The speakers at the summit and the honorees on the Mobile Women to Watch 2015 list deserve special commendation for serving as role models to others, especially with their can-do attitude and smarts.?

One of a kind
This editorially led summit from Mobile Marketer, the world?s leading advertising, marketing and media publication focused on mobile-driven efforts, will discuss how to simplify mobile strategy to strengthen consumer relationships, how mobile is driving newsroom change and innovation and reinventing consumer experiences and the burgeoning area of mobile health.

Also discussed will be post-app efforts for evolving mobile strategy, tips on connecting with millennial mothers, mobile video and the future of content marketing and the role of mobile in entertainment. 

Attendees will get access to all presentations made at the event.

The event is priced at $695 for the day, which includes breakfast, lunch and cocktails. Refunds will not be given 72 hours before the event or for no-shows on the day of the conference.

For sponsorship, please contact for prompt attention.

The Mobile Women to Watch Summit is part of this publication?s exclusive summit series including Mobile FirstLook Jan. 14-15 in New York, Mcommerce Summit April 30 in San Francisco, Mobile Research Summit June 16 in New York and the Mobile Marketing Summit Sept. 16 in New York. The events? core point of difference is their strong editorial spine with a deep-dive into topics under discussion.


Tuesday, Nov. 4, 2014

A Napean Presentation

National Museum of the American Indian
Diker Pavilion
Bowling Green
New York, NY 10004
(Opposite Battery Park in Lower Manhattan)

7:45 a.m. ? 8:25 a.m.      
Registration and Breakfast

8:25 a.m. ? 8:30 a.m.      
Welcome Address
Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily

8:30 a.m. ? 9:15 a.m. 
Opening Keynote     
Walgreens: Simplifying Mobile Strategy to Strengthen Consumer Relationships
With almost $75 billion in annual revenue, Walgreens is the nation?s lead drugstore chain that has also set the bar for mobile implementation across channels. The retailer has integrated mobile into every customer touch point while enhancing the role that mobile plays in continuing to drive traffic in-store. This session will focus on how the power of mobile can transform the customer experience. Attendees will also learn:

? How to think simple for great experiences
? How the power of mobile is its link between the digital and physical worlds
? Walgreens? progress in the mobile space in the multichannel context
? Innovations that will really make a difference

Deepika Pandey, group vice president of digital marketing and customer experience, Walgreens

9:15 a.m. ? 9:30 a.m. 

9:30 a.m. ? 10:15 a.m. 
USA Today: How Mobile is Driving Newsroom Change and Innovation
There was a time when consumers could mention "USA Today? and many people would associate the brand with business travelers. It was that disrupter on the newspaper scene with its inventive weather map and emphasis on colorful graphics. Enter 2014 and USA Today is still an innovative force, but now also known for its award-winning mobile applications and large digital presence. Roughly 65 percent of USA Today?s digital traffic now comes via mobile. So what does it mean to be a mobile news provider? With more specific mobile content and social strategies, USA Today is evolving how it tells and shares its stories.  In this session, attendees will learn:
? The importance of knowing the digital audience: How are they accessing content and what their consumption habits are
? How to work with the product as well and development team to create a better experience
? Mobile content strategy: What has worked for USA Today and how it is shifting toward creating content with habit and engagement in mind
? The key role of social in mobile: How social strategy can support mobile strategy

Patty Michaelski, editorial mobile manager, USA Today

10:15 a.m. ? 10:30 a.m. 

10:30 a.m. ? 11:15 a.m. Reinventing Consumer Experiences:  Lessons While Transforming a $1B Automotive Shopping Brand, the preeminent online automotive marketplace, recently transformed its shopping experience.  This year marks the culmination of years of market research, competitive analysis, consumer testing and development that brought this new cross-channel experience to life. The session will share insight into lessons learned ? the good and the bad ? and how is changing its approach going forward. In this discussion, attendees will learn real, practical methods, including:

? Balancing areas of investment within mobile
? Formulating and executing a vision across multiple channels
? Aligning the needs of consumers and advertisers to drive value for both
? The responsibility that comes with leading in industries where female leadership is relatively scarce

Catherine Iger, senior director of product management,

11:15 a.m. ? 11:30 a.m. 

11:30 a.m. ? 12:15 p.m. 
Eli Lilly and Company: A Prescription for Innovation
Innovation is essential in the pharmaceutical industry and at Eli Lilly and Company. Yet innovation can be met with challenges given the highly regulated nature of the industry, even when launching a Web site that reaches customers in the mobile space. Patients are people first. They are not diseases walking around. Lilly for Better Health is a consumer-facing program that goes beyond medicine to support the individual?s health journey, most notably by delivering health education resources on Recently, became Lilly?s first Web property to use responsive design for optimal experience on desktop, tablets and mobile devices. The goal was simple: Improve the user experience.  With a content-rich mix of videos, interactive tools and downloadable resources that make zero mention of Lilly medicines or products, the Web site focuses on topics such as exercise, stress and medication safety that are important to individuals and caregivers throughout every age and stage of life. The Web site offers nearly 100 non-product-branded health education resources in both English and Spanish, as well as content links that can be shared via social media. In this session, attendees will learn:

? How the Lilly for Better Health team navigated the strict legal, compliance and privacy guidelines of the highly regulated pharmaceutical industry to deliver a resource that conveniently places information in people?s hands
? Why the low-risk nature of the non-product-branded Lilly for Better Health Web site was an advantage in advancing the company?s mobile experience
? How an organization might benefit from its Web site?s streamlined review process across all devices that trims review time
? What is up to next, including improving the experience for Spanish-speaking visitors

Pauline Coderre, strategy consultant for U.S. medical health education, Eli Lilly and Company

12:15 p.m. ? 1.15 p.m.
Sponsored Lunch Break

12:15 p.m.
Roll Call for Sixth Annual List: Honoring 25 Mobile Women to Watch 2015

1:15 p.m. ? 2 p.m.
Mobile Video and the Future of Content Marketing 
Various studies show that more than half of companies are already making use of video ? a figure that is predicted to rise as more realize the possibilities. Nielsen claims that 64 percent of marketers expect video to dominate their strategy in the near future. The success stories of videos that have gone viral are legend. A recent campaign from Volkswagen, for example, saw a trio of its videos viewed a combined 155 million times. If such numbers seem out of reach for most marketers, they at least demonstrate video's inherent shareability. Engage viewers and they will share the video with others. They will spend longer time on the application and more time interacting with the brand. For any social media campaign or any search engine optimization exercise, video is without doubt one of the best tools in the kit. This session will focus on:

? What strategies mobile experts are using to maximize the potential of mobile video content marketing
? How video content marketing become important to marketers which are not in the television industry 
? Other areas of content marketing that have been successful to marketers 

Leora Schachter, vice president of digital strategy and planning, Scripps Networks
Catherine Seligman, senior director of mobile marketing, RCA Records 
Rose Martincak, senior sales director, Rhythm

Judy Johnson, director of product management, Ogilvy & Mather?s Bottle Rocket

2 p.m. ? 2:15 p.m.

2:15 p.m. ? 3 p.m. 
Starwood Hotels and Resorts: Mobile is Big. So We Built an App. What Now?
Every company is racing to define its mobile strategy to avoid missing out on the largest change in how the world does business since the introduction of the Web. With the growing popularity of smartphones and tablets, lack of development talent and the push from executives to have their icon showing in the iTunes store, defining a scalable and successful means to achieve a mobile plan is today?s challenge. In this session, attendees will learn:

? The company value proposition and how to ensure fundamental excellence
? Refining the roadmap with personalization: Embracing the always-on consumer and how to push apps to serve the mobile consumer (Hint: it is not cloning a Web strategy)
? The employee experience: Optimizing business operations and how to adopt mobile and the challenges that come with global scale

Arlie Sisson, associate director mobile application strategy, Starwood Hotels and Resorts  

3 p.m. ? 3:15 p.m.

3:15 p.m. ? 4 p.m.
Earth?s Best and Ella?s Kitchen: Connecting with Millennial Moms in the Newsfeed Era
Eighty-three percent of new moms are millennials, causing marketers to face a palpable shift in the communication strategies and tactics required to reach this valuable audience. As seasoned marketers who are responsible for growing a category-leading business in the face of increasing competition and a customer with the lifespan of just six years, the presenters will showcase the opportunities that lie in a mobile-first approach to reaching millennial moms. Attendees will learn:

? How to reinforce the advantages of moms as marketers
? Exposing how shifts in channel and communication strategies can benefit brands as millennials become the fastest-growing segment of new moms
? Best-practice tips for mobile marketing to millennial moms
? Case study that showcases how to garner real results from the smartphone to the aisle

Emma Froelich-Shea, chief digital officer, The Hain Celestial Group
Leslie Hall, cofounder and president, ICED Media

4 p.m. ? 4:15 p.m.

Closing Keynote
4:15 p.m. ? 5 p.m.
Conde Nast Entertainment: Mobile, Social and Video: Why These Three Components Will Drive Digital Growth, Especially With Millennials
? Growth of mobile with industry stats
? Social as the leading platform on mobile 
? Video as the fastest-growing medium on mobile         
? Focus on shareability: key components of shareable content and social sharing and video with Conde Nast examples 

Mei Lee, vice president of marketing, Conde Nast Entertainment
Rochelle Ballard, manager of digital business strategy and analysis, Conde Nast Entertainment

5 p.m. 
Raffle for Dom Perignon

5 p.m. ? 6 p.m.
Cocktail Reception

MC: Vanessa Horwell, chief visibility officer, ThinkInk
MC: Valerie Christopherson, managing director, Global Results Communications
MC: Shuli Lowy, director of marketing, Ping Mobile

Hotels in the Lower Manhattan neighborhood (from nearest to farthest):

DoubleTree by Hilton Hotel New York City - Financial District, 8 Stone Street, New York, NY 10004; tel: 212-480-9100; please click here for the Web site

The Ritz-Carlton Battery Park, Two West Street, New York, NY 10004; tel: 212-344-0800; please click here for the Web site

New York Marriott Downtown, 85 West Street at Albany Street, New York, NY 10006; tel: 212-385-4900; please click here for the Web site

W New York Downtown, 123 Washington Street (entrance on Albany Street), New York, NY 10006; tel: 646-826-8600; please click here for the Web site

Millennium Hilton, 55 Church Street, New York, NY 10007; tel: 212-693-2001; please click here for the Web site

Conrad New York, 102 North End Avenue, New York, NY 10282; tel: 212-945-0100; please click here for the Web site

Please click here to register for the Mobile Women to Watch 2015 Summit in New York on Tuesday, Nov. 4, 2014