Unlocking Marketing Innovation – #PortadaNY

Join us for the 13th annual edition of Portada New York where marketing innovators will delve deep into how best to leverage marketing technology and new consumer insights in Multicultural America.

On the agenda on September 12: How brands are evolving their video and mobile marketing toolkit to engage consumers with entertainment and sports content. Hispanic retail marketing insights, How to best leverage technology for experiential marketing. Omni-channel marketing and multi-touchpoint attributions, How 5G will change connectivity and content development. And much more…

Portada New York will also be the meeting point for Portada’s Council System with the Brand Star Committee, Agency Star Committee and the Sports Marketing Board holding their second 2019 in-person meetings.

Portada New York offers senior executives from tech, media and marketing firms the opportunity to interact with brand marketers through Portada’s one-on-one meetup offering.

Senior Brand Executives and Thought Leaders
will explore topics including the below:

  • PASSION POINT FOOD: Food is a key cultural factor to bring Hispanic families together.
  • THE EXPERIENTIAL MARKETING CONUNDRUM: How to measure ROI and transfer best practices between marketing platforms.
  • TRANSCREATION: Why marketing in multicultural America means to recreate precise brand content
  • 5G: How increased connectivity will change media and content strategies…
  • CREATING BRANDED CONTENT TO CHANGE BRAND PERCEPTION: Why influencers and dual-language marketing can provide authenticity.


SPEAKERS




    • Lisa Baird

      CMO

      New York Public Radio (NPR)

      @WNYC

      Lisa Baird

      CMO
      New York Public Radio (NPR)
      @WNYC

      Lisa

      Broad expertise in Marketing and Sales with experience at global companies and in the sports and entertainment industries.

    • Jill Brooks

      Director of Business Development

      LATCOM

      Jill Brooks

      Director of Business Development
      LATCOM

      Jill

      A bilingual sales professional with demonstrated experience in the publishing, advertising, and marketing industries. 

       

      Skilled in print, digital and Out-Of Home advertising sales with integrated marketing. Bachelor’s Degree in Business Administration from University of Miami.

    • Ward Bullard

      Chair of Portada’s Sports Marketing Board

      @wardbullard

      Ward Bullard

      Chair of Portada’s Sports Marketing Board

      @wardbullard

      Ward

      Ward Bullard is a Partner at Pitchwise Holdings and Chair Emeritus of the Stanford Athletic Board. Ward previously worked at Verizon, SAP, Google, Mertado (acquired by Groupon) and Harrah’s Entertainment in product, business and marketing leadership roles, connecting the worlds of technology and entertainment.

      Ward is an adjunct instructor at Stanford University’s Hasso Plattner Institute of Design (the d.school), where he developed and teaches the course, “Testing at Scale: The Sports Fan Experience.”

      Ward graduated with degrees in both Economics and History (with Honors) from Stanford University and an MBA from Harvard University.

    • Josh Cella

      Head of Global Partnerships

      Activision Blizzard Esports

      Josh Cella

      Head of Global Partnerships
      Activision Blizzard Esports

      Josh

      Advertising, sponsorship and brand marketing executive that has built and led successful, industry-leading commercial teams. Significant experience across premium entertainment and sports businesses, utilizing IP-based sponsorship, branded content, linear, digital, social and OTT platforms for monetization. Currently leading global sponsorship business for Activision Blizzard Esports, with a team consisting of sales, brand marketing, research, strategy and operations functions. Strength in developing strategy, marketplace positioning, and building highly functional teams. Lead the global sponsorship business for Activision Blizzard Esports across the Activision Blizzard portfolio of esports properties. Built a team of sales, brand marketing, research, strategy and operations functions, who has generated industry leading partnerships and revenue for Overwatch League, Call of Duty World League, Hearthstone, World of Warcraft, Tespa and more.

    • Manny Gonzalez

      Senior Director, Multicultural Programming

      Moët Hennessy USA

      Manny Gonzalez

      Senior Director, Multicultural Programming
      Moët Hennessy USA

      Manny

      Manny is Senior Director-Multicultural at Moet Hennessy USA, overseeing luxury wines and spirits. He’s in charge of the brands’ strategies and programming in the African-American, Hispanic and Asian consumer segments, and he manages multicultural community relations programs. Prior to this position, he served as Director-Multicultural for the Hennessy brand. Manny has been Managing Consultant with Zyman Group, Marketing Manager for Johnnie Walker at Diageo, and brand manager for Miller Genuine Draft.

    • Janet Grynberg

      Head of Content

      Portada

      @grynberg_janet

      Janet Grynberg

      Head of Content
      Portada
      @grynberg_janet

      Janet

      Janet has worked as a translator and editor for magazines and publishing houses including Expansion and Grupo Planeta since 2014. She is part of the Portada editorial team, and her main interests include literature, traveling, and exploring other cultures.

    • Nick Kelly

      Head of US Sports Marketing

      Anheuser-Busch InBev

      @NickKelly

      Nick Kelly

      Head of US Sports Marketing
      Anheuser-Busch InBev
      @NickKelly

      Nick

      Nick Kelly is responsible for every sports property at Anheuser-Busch, equating to more than a-quarter billion dollars in sponsorships -inclusive of league, team and venue deals within the NFL, MLB, NHL, NBA, NASCAR, PGA, UFC, soccer and college sports.

      Because of the scope of his responsibilities, Nick was named one of exclusive “Forty under 40” by Sports Business Daily in 2017

      Nick continues to lead a refreshing perspective to A-B’s sports entities to rework, revitalize and position the brewer’s brand sports properties for growth.

      Nick is a graduate of Marshall University.

    • Kim Lauersdorf

      Vice President, Marketing

      EmblemHealth

      @EmblemHealth

      Kim Lauersdorf

      Vice President, Marketing
      EmblemHealth
      @EmblemHealth

      Kim

      If advertising could be in someone’s blood, it’s in Kim’s. She developed her first direct mail campaign at the age of seven, when she targeted Major League Baseball’s hottest stars seeking their autographs. And, yes, I still own all my autographed cards. 

       

      She began her career at account management where she learned the best skills: clear communication, setting true expectations, delivering on-time and on-budget, listening, collaborating, and the ability to work on a number of things simultaneously.

       

      She then moved to strategic planning because she says she loves understanding people and connecting their desire and needs with brands and products.

       

      As Strategy Director, she’s created and managed in-depth research, strategy and planning that has led to successful strategies and campaigns for numerous clients including Visa, TD Ameritrade Institutional, USG, Walgreens, John Deere, Kimberly-Clark, and WOW! Internet, Cable and Phone.

       

    • Francisco Morillo

      Digital Marketing Manager

      Sprint

      @fmorillodigital

      Francisco Morillo

      Digital Marketing Manager
      Sprint
      @fmorillodigital

      Francisco

      Francisco ‘Kiko’ Morillo has over 10 years of digital marketing experience with a strong focus on strategy with data-driven digital campaigns. Before joining Sprint to drive the SEM and SEO efforts, Francisco was at Xoom, a PayPal service, where he was responsible for managing digital acquisition programs through search, display, video, and app install.Previously, he worked on the agency side as a Digital Media Director and also has experience in the e-commerce industry. He has a drive for data analysis, digital marketing innovation and drive business growth.

    • David Queamante

      Client Business Partner

      SVP

      @UMWorldwide

      David Queamante

      Client Business Partner
      SVP
      @UMWorldwide

      David

      David is a lifelong fan of great advertising and an award-winning media leader. His experience spans top categories and blue-chip brands including FCA, Garnier and Burger King. He built his reputation around insightful thinking blended with analytics, and enjoys creating tools when none exist.

    • Eugene Santos

      Senior Manager, Multicultural Marketing

      Kia Motors America

      @EugeneASantos

      Eugene Santos

      Senior Manager, Multicultural Marketing
      Kia Motors America
      @EugeneASantos

      Eugene

      Eugene Santos joined Kia Motors America in June of 2016, as Sr. Manager, Digital and Social Media Marketing. In that role, Eugene and his team were responsible for the creation of brand (Digital) building strategies for various Kia’s model launches and campaigns. In June of 2018, he began his current role of Sr. Manager, Multicultural Marketing,

      In his current tenure, Eugene is involved in the launching of various model campaigns for the Hispanic segment within the marketing verticals of Digital, Social, Traditional Media and Advertising.

      Prior to Kia, Eugene has held several marketing positions in his professional career including Multicultural Marketing and Latin America Sales and Marketing strategy for companies such as American Honda Motors, Walt Disney Company and 3M. Eugene received his MBA from the University of Southern California.

    • Peter Sorckoff

      Founder & CEO

      Seer World

      @PeterSorckoff

      Peter Sorckoff

      Founder & CEO
      Seer World
      @PeterSorckoff

      Peter

      Peter epitomizes big picture thinking. He brings his 20+ years of marketing and branding experience to the table in every interaction, leveraging his deep understanding of the human subconscious and the phenomenon he calls ‘fandom’.

      Peter’s career began in a therapeutic environment which has informed his human-centric vision of marketing from the outset. That insight has served him well in his roles for major brands in the NBA, MLB, NHL and other sports franchises around the world.

      Prior to the launch of Seer, Peter was Chief Creative Officer & EVP Brand for the Atlanta Hawks and Philips Arena. At the Hawks, he managed the brand, marketing, digital, creative, production/content, innovation, and retail teams. Peter built an internal agency which changed the paradigm of sports partnerships with Coca-Cola, Anheuser Busch, Diageo, Verizon and FanDuel.

      Peter also led the repositioning and rebranding of the Hawks franchise, and served as design lead on the $200M ‘Experience First’ renovation of Philips Arena, where groundbreaking architecture fulfilled the needs of a millennial audience. His leadership created the $40M Emory Courts practice facility — the USA’s first cohabited professional sports practice facility, human sports science lab and sports medicine and orthopedic practice. Peter also enabled Coca-Cola to integrate their global innovation platform (Bridge Community) into the broader Hawks franchise — another first in sports.

      Internationally, Peter has been a consultant on projects for the Olympics and in the Australian sports marketplace, . He is a much sought-after marketing speaker on the national stage, where audiences learn about how to market to the subconscious and how every brand should think of their customers as fans.

       

    • Michael Temple

      VP, National Marketing & Events

      Century 21

      @CENTURY21

      Michael Temple

      VP, National Marketing & Events
      Century 21
      @CENTURY21

      Michael

      Senior Marketing Professional with more than 10 years’ experience in digital and traditional marketing applications. Especially strong in brand messaging and strategic initiatives which drive leads and increases brand awareness. Strong SEM and social media background in generating customer awareness and revenue that align with business goals & KPIs.


AGENDA

  • Portada New York 2019

    8:15 am

    REGISTRATION OPENS

    Breakfast

    8:50 am

    WELCOMING REMARKS

    9:10 am

    TRANSCREATION

    Marketing in multicultural America means to recreate precise brand content to effectively preserve its creative and emotional intent while making it resonate in other languages and cultures. Get advice from an expert practitioner.

    Kim Lauersdorf
    Vice President, Marketing
    EmblemHealth
    @EmblemHealth
    Interviewed by David Queamante
    Client Business Partner
    SVP
    @UMWorldwide
    9:35 am

    INNOVATION SHOWCASE – The Future of Fandom: 5G and Smart Cities

    What happens in a world without lag? 5G and Smart Cities are coming and bring a ton of opportunities for marketers to become even closer to their biggest fans. Talking points to include:
    – What does 5G mean? IOT? Smart Cities?
    – The unbiased feedback loop: how IOT can help brands with real data streams (e.g. food/ beer freshness monitoring)
    – Examples: Sports stadium / district and commercial real estate / malls

    Peter Sorckoff
    Founder & CEO
    Seer World
    @PeterSorckoff
    interviewed by Francisco Morillo
    Digital Marketing Manager
    Sprint
    @fmorillodigital
    10:10 am

    THE EXPERIENTIAL MARKETING CONUNDRUM

    How to measure ROI and transfer best practices between marketing platforms.Experiential marketing has many investment items including entertainment/sports property sponsorship, media, point of sales, events etc. Major experiential marketers constantly measure effectiveness of their sponsorships ROI and set best practices to be transferred among all platforms. Hear how two leading experiential marketers deal with these challenges.

    Manny Gonzalez
    Senior Director, Multicultural Programming
    Moët Hennessy USA
    in conversation with Michael Temple
    VP, National Marketing & Events
    Century 21
    @CENTURY21
    10:35 am

    CREATING BRANDED CONTENT TO CHANGE BRAND PERCEPTION

    Kia’s new tagline, “Give It Everything” has redefined its marketing approach and spirit of trying harder, working smarter, build better and sweat every detail. In many respects, this is the U.S Hispanic story. Kia Latino is redefining how the organization is using influencers and dual-language marketing to provide authenticity. But what are the KPIs that truly matter to measure success? Is Custom Content with partners important to change perception?

    Eugene Santos
    Senior Manager, Advertising & Marketing, Multicultural
    Kia Motors
    @EugeneASantos
    11:00 am

    KEYNOTE INTERVIEW

    Nick Kelly
    Head of U.S. Sports Marketing
    Anheuser-Busch InBev
    @NickKelly
    Interviewed by Janet Grynberg
    Lead Editorial Coordinator
    Portada
    @grynberg_janet
    11:25 am

    PORTADA MEET-UP

    #PortadaNY offers senior executives from tech, media and marketing firms the opportunity to interact with brand marketers through Portada’s three-eight minute one-on-one meetup offering.
    12:45 pm

    SANDBOX PRESENTATIONS

    Two rapid-fire sessions will introduce brand marketing executives to technological innovations including:

    Cutting-edge Digital Out of Home marketing solutions

    Jill Brooks
    Director of Business Development
    LATCOM
    @latcom_ooh

    Interactive Entertainment Experiences: What’s in it for brands?

    Josh Cella
    Head of Global Partnerships
    Activision Blizzard Esports
    1:25 pm

    ENGAGING THE BIG APPLE’S CULTURALLY DIVERSE AUDIENCE

    As local journalism declines and podcasting continues to grow, NYPR is committed to reaching a larger, more diverse audience with rigorous reporting and news, important conversation, classical music, and entertaining and informative podcasts.

    Lisa Baird
    CMO
    New York Public Radio (NPR)
    @WNYC
    interviewed by Ward Bullard
    Chair of Portada’s Sports Marketing Board
    @wardbullard
    1:50 pm

    CONCLUDING REMARKS

    What we learned today.

    1:55 pm

    NETWORKING

    Snacks and Beverages

    2:35 pm

    ADJOURNMENT