Marketing is essential, but it can be a large investment. Don’t waste money on ads your customers won’t see. Learn how to maximize your spending by clearly understanding who you are reaching, how to communicate your “why”, and the optimal ways to engage your audience. Discover how market research, media, and brand strategy can effectively inform how your brand connects with your target consumer.
About the Speakers:
Kelly Hernandez is a digital experience expert, with nearly 15 years of experience in user-first, omnichannel digital storytelling, Kelly has built, scaled, and led teams and strategic creative direction across multiple sectors–publishing, lifestyle brand, nonprofit, and higher education. Her education and expertise range from user-first digital communications and storytelling, conversion-focused website and UX design, omnichannel brand marketing campaigns and new product launches, and short and long-form videos. Her multi-disciplinary capability has allowed her to deepen and optimize brand experiences across the customer funnel and via multi-channel touchpoints. With an intent to focus on discovering and building the authenticity of a brand, Kelly seeks to use the power of storytelling and collaboration to build insightful, effective, and market-differentiated brand experiences that return on business objectives.
Kristen Evans is an award-winning consumer strategist with over 15 years of experience building consumer centric brands. She launched large-scale fan engagement and loyalty programs for the University of Michigan Athletics before transitioning into the CPG industry. At Procter & Gamble, she managed international market research and consumer insights programs for several brands within the Global Beauty & Grooming portfolio before being tapped to lead consumer trends and innovation at Kraft Foods. Kristen has spent the last 4+ years on the agency side, first as a chief commercial officer at an advertising & media agency, and now as CEO at The Embedded Group. Her specialty is helping high-growth companies align commercial strategy with business strategy. Kristen is also a lead instructor in the Business Innovation & Growth (BIG) Center at Northeastern Illinois University where she teaches business planning to entrepreneurs and small business owners.
