Jan 2015 Art of Marketing Conference

Nov 12, 2015 Conference

This page is for Art of Marketing conference which took place on January 16, 2015. Visit the November 12, 2015 Art of Marketing conference page to see the new lineup and register.

San Diego’s Premier Marketing Conference

Join the San Diego chapter of the American Marketing Association for the fourth annual Art of Marketing on Friday, January 16, 2015 at the beautiful Sheraton Harbor Island. This interactive conference features a full day of local and national speakers, panels, and one-to-one expert sessions designed to empower you with real-world marketing solutions. Kick off your new year with a day to learn, connect, and excel!

  • Learn:  Develop a deep understanding of marketing trends, technologies, and practices shaping how we market to prospects and customers
  • Connect:  Make meaningful connections with the region’s most influential marketing minds across various industries and functional areas
  • Excel:  Gain an arsenal of solutions to strengthen your marketing strategy, generate revenue, and advance your career


With hot topics including content, social media, big data, SEO, and branding across the start-up, small business, biotech, and healthcare industries, you pick which sessions to attend throughout the day. Speakers represent big brands and agencies like Facebook, CBS Interactive, Titan SEO, Thermo Fisher, Elevator Agency, and more. You’ll also have ample opportunities to network with over 200 marketers through fun speed-networking activities, interactive sessions, and an evening cocktail reception.


The Art of Marketing has sold out the past three conferences! Get your tickets early so you don’t miss out.

Have a question for the conference organizers? Contact us.


Whova iphone smallAfter you register, download the conference mobile app to connect with conference attendees who share common affiliations, education, shared networks, and social profiles. You can even customize your session schedule!


Marina Tower - Front Exterior

Sunset View


Register Here Today!

Members: $149, Guests: $199

Students: $99 with ID


Rikhi Jain
Ads and Monetization, Product Marketing at Facebook
Facebook: puneet.r.jain
Twitter: @pdotrikhi

Rikhi Jain is on the Ads Product Marketing team at Facebook. Prior to this role at Facebook, he was on the Global Sales team, working with the savviest performance marketers to reach their business goals. In another life, he was a part of Cisco’s Corporate Development/M&A team, overlooking the Asia market before transitioning to the global consumer market. To make it even more fun, prior to all this, he zigzagged between industries including stints in management consulting, sports (Oakland Athletics), and radio broadcasting (hosted a talk show). He has a bachelor’s degree from UC Berkeley and an MBA from MIT.

Kaplan Mobray
Founder of the Kaplan Mobray Leadership Institute
Facebook: Kaplan Mobray
Twitter: @kaplanmobray

Kaplan Mobray is an internationally acclaimed author, motivational speaker, career consultant, and founder of the Kaplan Mobray Leadership Institute.
Kaplan Mobray is one of the world’s most dynamic and inspirational business speakers and best-selling author of The 10Ks of Personal Branding.  An innovative mastermind, Kaplan has inspired and transformed countless lives through his insightful and groundbreaking approach to personal branding and leadership development. Kaplan inspires audiences with practical strategies and “ah-ha moments” that powerfully create real results to immediately elevate one’s career and improve one’s life.
A highly sought after, vibrant and energetic speaker, professional musician, and entrepreneur Kaplan Mobray learned early in his career that “to master quality of life you must first master quality of effort.” He uses this personal philosophy to develop his extraordinarily creative insights and unique presentation content.  Wharton-educated, Kaplan draws from his over 15 years of corporate experience as a successful business executive where he led corporate marketing, advertising, and brand development initiatives for Fortune 500 companies. Through his unconventional and innovative presentation style he teaches organizations how to transform their business, increase their brand reputation and motivates individuals to become effective leaders at all levels.
Kaplan has received worldwide acclaim and numerous awards for his leadership and branding insights. He has been featured on CNN, FOX, Businessweek, The Wall Street Journal, and Ad Age and shared his message to NFL players at Super Bowls forty-four and forty-five. Through his latest venture Kaplan is revolutionizing high-performance online learning with his virtual interactive Kaplan Mobray Leadership Institute. All of his innovative presentations have been described as life-changing events.

Cathy Lloyd Bauerle, Director of Integrated Media for CBS Local Media (KyXy 96.5 and Energy 103.7 in San Diego)

Cathy leads the sales for special events, integrated marketing campaigns and online assets.  Prior to joining CBS Radio in May of 2007, Cathy was the Senior Manager for KPBS Education and Outreach for seven years. She received her degree in Business Management from San Diego State University and is a 2005 Graduate of Lead San Diego. She has received awards for her community involvement and leadership, including a “Top 25 Leadership Award” from the SDSU President, SDSU School of Business “Rising Star Award” and was invited to attend the prestigious “Rising Through The Ranks” leadership training by the Radio Advertising Bureau. Cathy is a board member for Center for Community Solutions San Diego.

Jason Brigham, Vice President of Sales and Operations at BRIM Agency, Inc.

Jason  is a sales and marketing professional with over 10 years of experience in Digital Advertising, Search Marketing, Business Development, and Design. He has worked with both B2B and B2C companies and organizations and his goal is to help develop more relationships and partnerships in the marketing community. As the Vice President of Sales and Operations at the BRIM Agency, Jason leads the sales team and oversees business development and client relations. He hopes to continue to build more referral partners and business relations with successful companies and individuals.

Frank Cowell, President at Elevator Agency

Frank works regularly with CEOs, CMOs, and VPs of Marketing who are looking to create amazing brand experiences for their organizations and their customers. A self-taught programmer with a deep understanding of technology, Frank enjoys a unique blend of brand development and marketing savvy that enables him to offer fresh perspectives on often-complex marketing concepts that he distills into actionable, easy-to-understand language. An energetic and entertaining speaker, Frank presents regularly to regional and national organizations on topics related to branding and digital marketing.

Sterling Doak, Vice President Consumer Behavior at the i.d.e.a. Brand

Sterling is a former agency principal, third generation “ad guy,” and 10-year industry veteran. He oversees i.d.e.a.’s strategy department, responsible for consumer experience and brand development for all i.d.e.a. Brand partners and has worked with brands such as Ringling Brothers and Barnum & Bailey and PUMA Golf.

Aaron Gasperi, Technical Marketing Manager, PriceSmart eCommerce

Aaron has led product development and innovation in marketing campaigns, advertising software, and enterprise technology. His team won two Gold Cyber Lions in 2010 for NatureValleyTrailView.com, and he led product development and marketing for a 2014 Big Data/ERP/Cloud introduction for Velocity Zoom that was awarded US and international patents.

Aaron’s background spans entrepreneurship to new product development. Aaron has consulted for fortune 500 companies and has led digital, social, and mobile strategy for AIMIA and McCann’s Team General Mills. He has two undergraduate bachelor’s degrees from the University of Minnesota, and an MBA from the Carlson School of Management.

Toby Guillette, Sr. Social Media Strategist, Geary LSF

Toby Guillette helps clients navigate the chaos of the ever-changing social web with innovative social media marketing solutions. He has developed a systematic approach for creating and executing custom social media and content marketing strategies, as well as community management, social listening, customer engagement and social support solutions.

He holds a Bachelor of Arts in Sociology from the George Washington University and is a two-time 100-mile ultra marathon finisher, mountaineer and all-around ambassador of the active lifestyle.

Lars Helgeson, Founder and CEO at GreenRope

Lars has been in Internet marketing since 2000, when he co-founded one of the world’s first email service providers, CoolerEmail.  As a pioneer in responsible email marketing, he grew CoolerEmail to a global software company specializing in marketing communication with over 1,500 clients.  In 2010, after spending several years designing and implementing a more comprehensive way to meet the needs of small and mid-sized businesses, he launched GreenRope.  GreenRope is the world’s first and only Business Operating System, a cloud-based platform that simplifies and consolidates a company’s sales, marketing, and operations.  GreenRope currently provides technology solutions to over 3,000 companies worldwide.

Lisa Hinkley, Co-Founder and Vice President of Marketing at Green Flash Brewing Company

Lisa has worked with her husband, Mike to build the brand since it was first established in 2002. Lisa is a graduate of Pepperdine University and a veteran marketing professional with over 20 years of experience in marketing. Lisa is responsible for working with the growing team at Green Flash to make decisions that both define and impact how the brand is perceived in the marketplace.

Nina Izadi, Director of Marketing at Twisted Manzanita Ales & Spirits

Twisted Manzanita Ales & Spirits is a brewery and distillery based in San Diego’s thriving Craft Beer Market. Nina was recruited to spearhead the rebranding and launch of the spirits side of Twisted Manzanita.  Working closely with each level of the company, she created a branding strategy to enable the company to launch outside the San Diego market. The craft beer and spirits arena offers an interesting environment to work with both grassroots campaigns and wider scale national marketing tactics.

Matt Johnson, General Manager at Helm’s Brewing Company

Matt was born and raised in San Diego and attended San Diego State University graduating in 2008 with a degree in Criminal Justice. After spending some time in retail, Matt started to convince his dad, an avid home brewer for many years, that it was possible to go pro and open a professional brewery. Four friends got together to lay out the plan and found what is now Helm’s Brewing Company in Kearny Mesa. Matt is now in charge of running the business as Helm’s Brewing continues to grow throughout Southern California. Matt has been heavily involved with the craft community and was instrumental in creating the SDSU Craft Beer Certificate program where he is also an instructor.

Ada Juristovski, Program Lead at Hootsuite

Ada’s experience creating social strategies for startups keeps her on the cutting edge of social. She is currently the Program Lead for Hootsuite’s 1:1 Coaching Program where she works with a team of Social Media Coaches to onboard businesses of all sizes, helping them to grow their social presence. When she’s not working at Hootsuite, she’s teaching Bikram Yoga in Vancouver, BC.

Julie Lyons, President at Zenzi Communications

Julie’s creativity and drive for innovation have fueled the company’s growth and smashed the typical agency status quo. She is adept at leveraging proven strategies with new tactics from cause marketing to content integration. With over 20 years’ experience in brand communications, field marketing and public relations, Julie Lyons is passionate about tapping into the hearts and minds of people to uncover their inner motivators. With a proven track record of inspiring consumers for such brands as Taco Bell, Coors Brewing Company, PepsiCo and Chiquita, her biggest thrill is creating new and lasting connections between brands, employees and customers.

Kirsty D. Nunez, President and Chief Research Strategist at Q2 Insights, Inc.

As a seasoned market researcher and facilitator of innovation, her passion is to help clients strengthen their brands. Kirsty and her team serve a variety of categories with a diverse arsenal of research methodologies, including ethnography and statistical modeling. Areas of specialty include brand strategy, positioning research, new product development, advertising research and innovation. She holds Master’s degrees in Research Psychology and Biostatistics (Applied Statistics).

Christianne Penunuri, Partner at Groundswell Brewing Company and Communications Chair at SDSU’s College of Professional Studies & Fine Arts

A native San Diegan, Christianne is a public relations and marketing professional with extensive experience in the arts and NGO/non-profit organizations. She is also a partner at Groundswell Brewing Company in San Diego. Christianne is responsible for brand awareness, marketing, and relationship management, and regularly volunteers for tastings. She has a Master’s degree in Communication, and is working toward a Master’s in Public Administration with a research focus in craft brew policy and legislation.

Sandra K. Piccillo, Senior Marketing Manager at Mitchell International 

Sandra Piccillo has 18+ 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 also teaches marketing and management courses for 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.  Sandra has also contributed articles to the San Diego Union-Tribune, Boston Business Journal, San Antonio Business Journal, and AMA Marketing News.

Danny Shepherd, President and Founder of Titan SEO

Titan SEO is a cutting edge digital marketing agency that specializes in SEO and PPC. In business for more than a decade, Titan SEO has been named to Inc. Magazine’s Inc 5000 list five years in a row, San Diego’s list of Fastest Growing Businesses, and was named the 3rd best place to work in San Diego by the San Diego Business Journal. Danny oversees technology development as well as the SEO and PPC departments. Danny also heads up Team TitanBOT that continues to develop proprietary search engine spider technology.

Gary Ware, Founder of Breakthrough Cocktail

He helps professionals find their passion and do work that they love. Gary incorporates the art of improvisation to help boost creativity, improve public speaking skills, and most importantly improve happiness. Gary can be seen doing improv regularly at Finest City Improv, located in North Park, San Diego. In addition to running Breakthrough Cocktail, Gary is the VP of Digital Strategy for Tower33 Digital, a digital advertising agency that focuses on helping small to mid-size brands drive results and be seen online. Gary combines industry-best practices, in-depth market research and highly detailed web analytics to optimize user engagement and increase online conversions. A graduate of the Art Institute of Los Angeles, Gary received a Bachelor of Science in Interactive Media Design.

Mark Weslar, VP of Marketing at Karl Strauss Brewing Company

Karl Strauss Brewing Company, an iconic San Diego based craft brewer of award-winning beers sold throughout California. In this role Mark leads all marketing across their beer and brewery restaurant business. Mark has extensive experience in brand and shopper marketing. His success is driven by his keen strategic mind, collaborative leadership style and classical training gained through an MBA from Indiana University, brand management training from Kraft and sales leadership training from Frito-Lay.

Session Details

Art of Marketing 2015 features three tracks so you can mix and match or focus on an industry vertical that makes sense for you:

  • General Marketing: These sessions cover a variety of topics for organizations of all types.
  • Technology/Biotech/Healthcare: These sessions are from leaders in this sector with case studies and best practices.
  • Start-up and Small Business: These sessions include small or start-up organizations who are successfully embarking on their marketing journeys or are the small-team marketing powerhouses of their organizations!

KEYNOTE WITH FACEBOOK: Marketing in the New Frontier

The days when businesses would advertise on TV and radio and hope for the best are over. The fact is businesses are engaging with existing and potential consumers in exciting, new channels—and able to track ROI by the marketing dollar spent. In this session—we’ll talk about the latest and upcoming trends in digital marketing and how you can stay ahead of the curve.

KEYNOTE WITH KAPLAN MOBRAY: The 10Ks of Personal Branding

Ever wonder when you leave a room what people say about you? For many of us, there’s a gap between how we think we’re perceived and how others actually see us. At a time when many of us are soul searching and experiencing unprecedented change, having an identifiable brand greatly impacts how the world views us. People who make themselves positively memorable are the ones who are most often hired, promoted, valued and positioned for opportunity. As you look to keep your job, grow your career, gain new clients, get more from your existing clients and elevate your performance­—what are you doing to make yourself positively memorable? How can you polish your style to make an impression that reflects the real you and positions you for career success? Hailed as electrifying and thought provoking, this session, based on Kaplan’s best-selling book, The 10Ks of Personal Branding offers case studies and exercises that will help you identify your strengths and passions and create a brand for yourself that is positive and unique and positions you to excel in your career.

BREAKOUT SESSION #1: 10:00am – 10:50am

Rm 2: AMY’s Winners: Case Studies of Success

How do you make award-winning marketing? How do you go from concept to delivering results for your brand that makes an business impact? Gain insights from two of the big winners of the American Marketer of the Year Awards, Geary LSF and Copper Blue Creative as they discuss their work for WD-40, Coco’s and Maderas Golf.


Rm 4: Brand: Creating Grassroots Enthusiasts

Dubbed the micro-brew capitol of the U.S. by Time Magazine in 2012, what better city to brew, drink and breathe craft beer? This unique craft beer panel, moderated by Sterling Doak, will feature talking heads from some of San Diego’s most well-known and revered micro-breweries. The Q&A session will reveal what it takes to stand out in a sea of the world’s finest brews, how to make a genuine connection with your customers and how to turn those customers into brand ambassadors.


Rm 5: B2B Marketing: Getting From Prospect to Client

The B2B sales cycle may be a long one for many companies which is why it is so critical to consider what happens in the marketing funnel along the way. In this presentation, we will explore best practices to maximize your resources. Key touch points include, mapping the decision-making process, identifying optimal customer segments, nurturing relationships along the way and creating powerful practices for long-term success.

BREAKOUT SESSION #2: 11:00am – 11:50am

Rm 2: Media Planning: Creating a Multi-Channel Campaign

A good way to get the most out of your marketing dollars is to execute a campaign using multiple media channels. In addition to understanding the media consumption habits of your target audience and how they make decisions, the right media mix for a dynamic campaign depends on campaign goals, demographics, timing, desired reach and frequency and finally your budget. In this highly informative session, Cathy will present case studies and proven steps in which her clients engage in a multi-pronged media approach to reach the audience with an effective and measurable campaign.


  • Cathy Lloyd Bauerle, Director of Integrated Media at CBS Local Media (KyXy 96.5 and Energy 103.7 in San Diego)
Rm 4: Social Media on a Shoestring

“I don’t have time”, “It’s too personal”, “I have nothing to talk about”. Social Media can come across as daunting and useless, but it doesn’t have to be! With the right tools, social media can unlock a world of insight, opportunity, and yes, even revenue. Ada and her team have spoken to thousands of businesses just like yours to help them learn how to use Hootsuite for their needs. In this session you’ll learn how to set up a social media management tool, engage with your customers, and track your success.


Rm 5: B2B New Product Launch

Your company has a great idea, but how do you go from strategy to creation? A winning product launch starts with matching the capabilities of your product (or service) to the needs of your target market and positing it for success. The results of your next product launch could determine your company’s survival. This session will cover the keys to a successful launch and how they can be applied to your business.


BREAKOUT SESSION #3: 1:30pm – 2:20pm

Rm 2: SEO vs. PPC: Decision Making for the Right Leads

When it comes to Search Engine Optimization and Pay-Per-Click, choosing where to allocate your time, resources and budget can be a challenge. Discover upcoming industry trends and best practices as Danny navigates the steps to a winning online strategy in 2015. You’ll learn the advantages and complexities inherent in both SEO and PPC, while also garnering an understanding of how to utilize your time and budget for the optimal outcome.  This session is a must for anyone interested in maximizing their online traffic, exposure and revenue.


Rm 4: Management: Marketing Integration from the Driver’s Seat

Marketing integration is the way of the future. This session will help you develop a comprehensive strategy aimed at unifying your different marketing methods to grow your business and run more efficiently. The talk will cover important topics, such as the necessity and benefits of marketing automation. It will also touch upon different tools and campaigns and which method is best to implement and when. It will help you develop a real-time strategy for execution and how to measure the effectiveness of your campaigns with metrics.


  • Lars Helgeson, Founder and CEO at GreenRope
Rm 5: Connecting Your Brand DNA to Your Audience’s Values

In this high-energy session, Frank Cowell, President of Elevator Agency, and Julie Lyons, President of Zenzi Communications, will present an innovative game plan for defining a powerful brand and activating an army of believers. Without a solid internal foundation in place, companies never truly experience the potential of their brands. Attendees will gain a greater understanding of “The Actionable Brand’s” five critical components and how to take your powerful brand foundation and successfully inspire and motivate your customers. Throughout the talk, the presenters will share a case study from Grand Pacific Resorts, demonstrating how the successful resort development and management group used the strategies discussed to define and amplify their brand.


SPEED NETWORKING: 2:30pm – 3:50pm

This networking event will give participants a chance to meet other marketers and make valuable connections.

BREAKOUT SESSION #4: 4:00pm – 4:50pm

Rm 2: Demystifying Big Data and How to Exploit It

In the strictest sense, big data is an all-encompassing term for any collection of data sets so large and complex that it becomes difficult to process them using traditional data processing applications. It is also defined as large data sets that may be analyzed to reveal patterns, trends, and associations, especially relating to human behavior and interactions. During this presentation we will describe big data from the perspective of marketers. Two types of big data will be discussed: 1) Data that corporations collect and warehouse themselves for analytic purposes and 2) Unstructured data such as that which is collected by the social networks; Facebook, Twitter, LinkedIn and Flickr. The flow of comments and information between participants is free. The tracking of such information and extracting meaning from this type of data has resulted in monitoring and, where possible, attempts to control brand conversations.


Rm 4: Pitch: Building a Creative Pitch That Gets the Green

Coming up with creative ideas is easy; selling them to customers is the challenge. It turns out that the problem has as much to do with the seller’s preparation and ingenuity as with an idea’s inherent quality. Assessments of creative potential are inevitably made in these high-stakes exchanges and that’s why the pitch is often times as important as the idea. In order to successfully sell your vision you must cover all your bases from knowing your audience, demonstrating the need and proving your Return On Investment (ROI).


  • Jason Brigham, Vice President of Sales and Operations at BRIM Agency


Conference Schedule

The following is a tentative schedule of the day’s events. Please check back as we continue to update and assign sessions and speakers so you can plan out your day to learn, connect, and excel.


Time General Marketing Track Technology, Biotech, and Healthcare Track Start-up and Small Business Track
8:00 – 8:45 a.m. Registration, Networking, and Breakfast
8:45 – 9:00 a.m. Conference Kick-off with Shelley Callahan, San Diego AMA President
9:00 – 9:50 a.m. Morning Keynote with Kaplan Mobray
9:50 – 10:00 a.m. Break
10:00 – 10:50 a.m.
Breakout #1
AMY’s Winners: Case Studies of Success (Geary LSF + Copper Blue Creative, room 2) B2B: Creating Content for YOUR Customers (Mitchell International, room 5) Brand: Creating Grassroots Enthusiasts (San Diego Beer Panel, room 4)
10:50 – 11:00 a.m. Break
11:00 a.m. – 11:50
Breakout #2
Media Planning: Creating Multi-channel campaign (CBS Interactive, room 2) Product Launch Panel (room 5) Social: Social Media on a Shoestring (HootSuite, room 4)
11:50 a.m. – Noon. Break
Noon – 1:20 p.m. Afternoon Keynote with FACEBOOK
1:20 – 1:30 p.m. Break
General Marketing Track Technology, Biotech, and Healthcare Track Start-up and Small Business Track
1:30 – 2:20 p.m.
Breakout #3
SEO vs PPC: Decision Making for the Right Leads (Titan SEO, room 2) Brand: Connecting Your Brand DNA to Your Audiences Values (Elevator Agency, room 5) Management: Marketing Integration From the Drivers Seat (Greenrope, room 4)
2:20 – 2:30 p.m. Break
2:30 – 3:50 p.m. Speed Networking Event
3:50 – 4:00 p.m. Break
4:00 – 4:50 p.m.
Breakout #4
Big Data: Demystifying Big Data and How to Exploit it (Q2 Insights, room 2) TBA Pitch: Building a Creative Pitch That Gets the Green (BRIM, room 4)
4:50 – 5:00 p.m. Break
5:00 – 8:00 p.m. Closing , Prize Winners, Cocktail Reception

Conference Venue

Sheraton Harbor Island
1380 Harbor Island Dr, San Diego, CA 92101

The beautiful Sheraton Harbor Island is located right on the San Diego Bay offering panoramic views and convenient access. Enjoy the beautiful views of the San Diego city skyline, bay, and marina while learning and networking with some of the industry’s brightest marketers.


Self-parking and valet are available. The San Diego AMA has arranged a 67% discount on self-parking for attendees: just $8 for the day! Valet has also been discounted to $14. Just tell them you’re with the San Diego AMA!

Venue Floor Plan

Venue Floor Plan with Circle small

Marina Tower - Front Exterior

Sunset View


Thank You to Our Sponsors

Thank you so much to our generous partners in the San Diego AMA Art of Marketing Conference:







More than 200 marketers attended #SDAOM this year to learn, connect and excel.

Thank you to those who joined us and for making Art of Marketing a huge success! We enjoyed hearing from innovative marketing leaders in cutting-edge sessions and cultivating connections throughout the day.

Attendees learned about current and upcoming trends and marketing strategies encompassing topics such as social media, product launch, brand DNA and big data. The conference was rewarding and we left feeling inspired to excel in our marketing careers. Check out our fun, action-packed photos from #SDAOM.

Also, a huge thank you to our sponsors and exhibitors for making the conference such an amazing event!



Volunteers That Helped Make It Happen