CMO Smart 2020
Marketing with resilience and creativity in the face of extraordinary change
How we market, sell and deliver products and services have changed in a short time – and it isn’t over yet. Find inspiration from three powerful CMOs who will talk through their visions and programs looking to the future. Then, through a panel discussion, we’ll learn how they are prepping teams for the future.
Details below are about the 2020 event.
Janice TennantGlobal CMO | Merrell
Janice Tennant is the Chief Marketing Officer at Merrell. Janice joined Merrell in June 2020 with more than 18 years of global brand-building experience, most recently serving as Chief Marketing Officer for Cat Footwear, a brand within the Wolverine Worldwide portfolio and global footwear licensee of Caterpillar Inc. Janice helped lead the brand through a successful repositioning. These efforts contributed to all-time record revenue in 2019 through coordinated global product launches, elevated integrated marketing campaigns, and a strong pivot to a digital-direct offense. Prior Cat Footwear, Janice was a Director of Marketing at Kimberly-Clark and PepsiCo, gaining extensive experience across brand management, digital marketing, new product development, customer marketing, and multi-cultural marketing. Janice holds an MBA from the University of North Carolina – Chapel Hill and is a graduate of Queen’s University in Canada with a degree in Physical and Health Education, where she developed her passion for encouraging people of all abilities to participate in physical activity to help them live their best lives. Her passion for the outdoors started on her first camping trip with York Youth Connection Camp in Toronto and continues today as she and her husband pass this tradition on to their two sons.
Scott AblinCMO, Keeper Security
Scott Ablin joined Keeper Security in October 2018 as the company’s Chief Marketing Officer. Scott is responsible for the company’s consumer and B2B marketing strategy, demand generation, marketing communications and branding, and product marketing. Prior to Keeper, Scott was Vice President of Marketing at healthcare revenue cycle technology provider, ZirMed (now Waystar), which was acquired by Bain Capital in late 2017. Prior to ZirMed, Scott was Vice President of Marketing at patient engagement solution provider, Emmi (now part of Wolters Kluwer). Prior to Emmi, Scott was Senior Vice President of Marketing at Aldera (now part of Evolent Health) a provider of core administrative systems for healthcare payers and administrators. Before Aldera, Scott served in senior-level marketing roles including as Director of Marketing & Strategy for global health services company CIGNA’s Great Lakes Region. Scott holds a dual BA degree in Journalism and Communications Studies from The University of Iowa, Iowa City, Iowa, and a MS degree with Highest Distinction in Marketing Communications from Roosevelt University in Chicago, Illinois. He served as president of the Chicago Chapter of the American Marketing Association from 2012-13. Most importantly, Scott is the proud dad to two children, Riley and Blake.
Melanie HuetEVP, CMO | Serta
Melanie Huet joined SSB in January 2019 as EVP, Chief Marketing Officer. Melanie directs the Marketing, Innovation, Insights and Trade Marketing divisions focused on delivering breakthrough innovation, strengthening the house of brands and growing portfolio revenue. In just one-year Melanie has helped lead a transformation from a sales led organization into a consumer led organization identifying top consumer needs and launching products designed to motivate and delight consumers. Under Melanie’s guidance the Serta team delivered one of its strongest advertising campaigns yet that recently was shortlisted for two “One Show” awards including the sought after Creative Effectiveness award. Similarly the Beautyrest team delivered one of its best advertising campaigns yet after establishing a new partnership with top NYC agency, Badger & Winters. Melanie led the reinvention of the 150 year old Simmons brand in 2020 relaunching it as a Gen Z, Young Millennial brand focused on capturing your first purchase. Melanie has extensive Marketing experience across multiple categories and disciplines within consumer packaged goods. She has a track record for building high performing teams, developing long term strategies and consistently architecting and executing turnarounds on declining mature businesses. Prior, Melanie was Vice President of Marketing, Beverages & Snack Nuts at Kraft Heinz Corporation, where she was responsible for a $4B portfolio including iconic brands like Planters, Capri Sun, Kool-Aid and Maxwell House. She worked for several years at Kimberly-Clark and Unilever achieving similar results and continuing to ascend into larger roles. Melanie earned a bachelor’s degree in Advertising and German from the University of St. Thomas and a Master of Business Administration from the William E. Simon School of Business at the University of Rochester.
4:00 – 4:30Speaker Presentations
Getting to Bright
2020 has brought new and unique challenges to brands and organizations around the world. How businesses react to emerging situations with their internal teams and external stakeholders in mind is imperative for the short and long-term health of the organization. Janice Tennant will discuss six key steps brands and leaders can take to navigate change with speed and agility during challenging times.
Modern B2B CMO: Brand- vs. Demand-Centricity
Scott Ablin, CMO of Keeper Security, will speak about:
- How Did We Get Here: The shift to marketing as a growth-driver
- Is the B2B marketer as storyteller dead?
- Career-pathing implications
- Organizational design & sales/marketing alignment 2.0
The New Reality
Serta Simmons Bedding CMO Melanie Huet will share how they are adapting to the new reality and staying in front of change. Hear about how the Serta brand pivoted at the onset of COVID to reinvent the business and help people in need with Relief Beds. As we emerge from the pandemic, hear how the SSB team is adapting to its new reality and staying front of change.
- Agile innovation
- Dynamic business planning
- Staying in front of changing consumer behaviors
5:30 – 6:00Panel Discussion
All three speakers will have a panel discussion on the status of the CMO and our marketing teams, both now and in the future.