Knowledge Sessions
Sept. 29, 15:30 - 16:30

Session 1: The Future CMO: Growing your International Marketing Career

Paula O'Connell
Managing Director, O’Connell Marketing Executive Search

- Nationality: Australian
- Qualifications: MBA, University of Sydney
- Professional associations: Chairman - Dutch Chapter, Australian Business in Europe | Member - European Professional Women’s Network

After starting her career in marketing for a German pharmaceutical company, Paula moved to Australia’s leading recruitment firm in the 1990’s where she developed the marketing recruitment team in Sydney and managed recruitment projects in the Netherlands, UK and Eastern Europe. Once in Europe, Paula identified a gap in the search market for sourcing international marketing and communications professionals and so established O’Connell in 2002. Commencing with search solutions for the FMCG and consumer marketing, demand for sophisticated top level marketing executives soon expanded into business to business and medical marketing segments. Corporate Communications (with a different group of stakeholders) grew in tandem so that O’Connell offers a full service in marketing and communications search. To support this growth, O’Connell consultants hail from the same marketing talent pool across Europe. Today, O’Connell’s portfolio of clients are from the headquarters of major international companies across continental Europe.
 
Synopsis 
As a niche executive search firm specialising in marketing and communications across Europe, O’Connell’s  team of consultants work for major international firms to source high potential and ambitious professionals. To date, we have contributed to the business growth of major companies by sourcing numerous senior executives for their marketing teams and in turn, helped fuel the careers of numerous international marketing professionals. As facilitators for key companies, we have a keen appreciation for the requirements of what it takes to be successful – not just based on skills but also on personal style. In this session, we share with you insights derived from our wealth of experience and exposure to the diverse and talented range of marketing professionals in Europe and the demands of continually evolving international companies. If you want to be in the driver’s seat, this session will help you navigate your path to a successful career.
 

Session 2: Brand Media Optimisation and Return on Investment

Mike Campbell
Managing Director, Ninah

Mike has over 20 years Brand media and optimisation experience. He has extensive Brand optimisation experience which includes AC Nielsen and working for nine years at IRI, leading their UK & European Modelling and Category Management teams. Mike is one of Europe’s leading marketing effectiveness specialists, working across all forms of Brand media with a diverse range of International Blue Chip clients.

Synopsis
In an age when CEOs require increased accountability of media spending behind brands, why are companies so frequently let down by marketing mix modelling?

- Developing international strategic brand portfolio investment decisions across Europe.
- Linking media effectiveness - digital and offline - to the P&L
- The true value of digital media
- understanding how to get the most from marketing mix modelling, using Ninah case studies

Session 3:  Thinking (and Acting ) Differently

Rune Gustafson
President EMEA Operations, Prophet

 Rune is President of EMEA Operations for Prophet, and is based in London. Leveraging his extensive experience of managing international brands, Rune focuses on bringing clarity into a strategic framework and the processes needed to effect change throughout an organization. His work has covered the spectrum of brand and marketing specialties and spanned over 30 countries. Rune has worked with brands for the whole of his career and his clients over the last few years have included: Rio Tinto, Sainsbury's, Electrolux, Thompson Reuters, Allen & Overy, Nissan, LEGO, Orange, Procter & Gamble and Samsung. Prior to joining Prophet  he was CEO of Interbrand in London when it was named Agency of the Year, and a Senior Partner of Lippincott where he established its European operations.

Synopsis
At a time when traditional ways of Marketing are becoming increasingly redundant it is time for brand owners to think and act differently. As we struggle to move from brand control to brand influence, the first question we have to address is who actually owns the brand nowadays? Then and only then can we move onto thinking about how we engage consumers in this ever increasingly complex world. Innovation will need to be at the centre of our Marketing and Brand strategies as we seek to capture (and retain) the hearts and minds of consumers.

Session 4:  Dell's Social Media Listening Command Center

Michael Buck
Director and General Manager, Global SMB Online, Business, Dell         
 

Michael Buck is the Director and General Manager for the Global Small and Medium Online Business at Dell, responsible for the overall online business and strategy for Dell SMB worldwide. Michael is also responsible for the community/social media approach for Small and Medium Business clients globally. Prior to this, Michael was managing several Pan European Businesses for Dell EMEA. He first joined Dell in August 2004 as Director and General Manager Software and Peripherals, Dell EMEA.

Prior to joining Dell and eleven years experience at Hewlett-Packard, he held Pan--European executive level positions in sales and marketing for different product lines. Before joining HP in 1994, Michael spent six years working for Dresdner Bank and Deutsche Bank in Germany and New York. Michael holds a degree in International Business Studies and Business Administration from Fachhochschule Nürtingen, Germany. He also worked for four years as associated MBA professor for Supply Chain Management at Fachhochschule Furtwangen, Germany.

Synopsis coming soon - watch video