Content Marketing Series #1: Brand Personas


Do you know what makes your customer base tick? According to the Content Marketing Institute, 41% of B2B and 38% of B2C marketers are trying to better understand their audience. But once you have audience data, how does that translate into content and offerings that convert?  

Join the region’s brightest marketing minds on February 10 to learn how leading companies like IBM and Mitchell use data to create and manage agile personas that are relevant, drive content, and deliver marketing results. Jacques Pavlenyi (Senior Portfolio Manager at IBM, Program Director – Social Collaboration Software Marketing) and Sandra Piccillo (Senior Marketing Manager at Mitchell International) will provide a primer on persona creation and content marketing.

Jacques and Sandra will share their strategies for:  

  • Creating a culture that values personas to save time and optimize budget
  • Developing “living” personas that maintain their relevance over time
  • Connecting personas with relevant content to maximize ROI
  • Writing actionable content for your personas

Who should attend? Brand marketers, digital media marketers, entrepreneurs, marketing managers, product marketers, marketing strategists and all marketers who want to tailor content and messaging to the specific needs, behaviors, and concerns of their audiences.


  • LEARN how to use data to understand the unique needs of your audience
  • CONNECT with content marketing expertise and industry peers
  • EXCEL at using data to create marketing personas that convert

Jacques PavlenyiJacques Pavlenyi, Senior Portfolio Manager at IBM, Program Director – Social Collaboration Software Marketing

Since joining IBM in 1998, Jacques has held several key marketing positions, from launching web-based data services to the chemical industry to most recently directing the worldwide portfolio marketing team for IBM enterprise social software and solutions.

Jacques has presented or paneled at industry conferences, including the BtoB Marketing Summit Boston 2003, the Independent Games Conference Austin 2008, the Video Search Summit 2008, VoiceCon San Francisco 2008, and most recently the San Diego AMA Art of Marketing Conference 2015. He’s also been a guest contributors for blogs like the IBM Social Business Spotlight, NoJitter, CMSWire, the SoCal Business Marketing Association blog, and American Marketing Association blog.

Connect with Jacques on Twitter @mediamutt with #SDAMA


Sandra (4) Sandra Piccillo, Senior  Marketing Manager at  Mitchell International

 Sandra Piccillo has 20+ years  of marketing experience,  primarily with database and  software companies. She is  currently a Senior Marketing Manager at Mitchell International, where she manages various marketing programs for an industry division. Sandra has served on the board of directors of the San Diego High Tech Marketing Alliance (HTMA) and recently completed a 2-year term as President of the San Diego Direct Marketing Association. She teaches marketing and management courses at the University of Phoenix and Ashford University and has given numerous guest lectures at Mira Costa College, CSU San Marcos, and University of San Diego.

Connect with Sandra on Twitter @spiccilllo with #SDAMA


  • 7:30 – 8:15am      Registration & Networking
  • 8:15 – 10:00am       Presentation & QA

Enjoy coffee and a breakfast on us!


UC San Diego Extension
6256 Greenwich Dr,
San Diego, CA 92122

The event will take place on the first floor of UCSD Extension, rooms 116-118.



Free, ample parking in on-site parking garage.

Strategic Series Savings

The “Brand Personas & Content Marketing” event kicks of the San Diego AMA’s 4-part Content Marketing Series. All events are strategically designed to build on the former. And best of all, attendees who attend a prior event in the series will receive a 20% discount on subsequent events in the series! Register today to take advantage of the savings!

2016 Content Marketing Series

Event Date Event Focus Speakers & Facilitators
#1 Feb 10, 2016 Brand Personas & Content Marketing
  • Jacques Pavlenyi, Sr. Portfolio Manager and Program Director Social Collaboration Software, IBM
  • Sandra Piccillo, Sr. Marketing Manager, Mitchell International
#2 Mar 2, 2016 Development & Sourcing
  • Kevin Popović, Founder and CEO, Ideahaus
#3 Mar 15, 2016 Distribution & Measurement
  • Genelle Lingua, Sr. Marketing Manager, Oracle Marketing Cloud
  • Speaker TBD, Groovy Like a Movie
  • Speaker TBD, Blue Hornet
  • Frank Cowell, President, Elevator Agency (moderator)
Bootcamp Jun 2-3, 2016 Content Marketing Bootcamp (register early to save up to $200!)
  • Dan Vivian, Account Executive – Agency Partner Program, HubSpot
  • Frank Cowell, President, Elevator Agency

The San Diego Chapter of the American Marketing Association (AMA) held the first event in a four-part Content Marketing Series on Feb 10, 2016 at UCSD Extension. The sold out event focused on developing agile and data-driven persons to amplify content marketing efforts.

The event, attended by more than 50 marketers and business executives, was an information-packed program that shared best practices from leading companies on how to develop relevant persons that drive content and deliver marketing results.

IBM’s Jacques Pavlenyi described how to gather buyer data and use it to create informed personas. This data can guide marketers to content that speaks directly to the customer’s motivations, needs and pain points. Attendees participated in an interactive customer interview exercise where they practiced how to gather data from buyers to create personas.

Mitchell International’s Sandra Piccillo shared how her company puts personas into action to help employees across the entire organization under the customer experience journey. She also provided strategies for choosing the right types of content depending on buyer’s stage in the customer journey. Finally, she provided tips for managing content marketing efforts.