EXCELLENCE IN MARKETING:
New Frontiers in Marketing: Integrating AI for Growth
with Kellogg School of Management at Northwestern University
VIRTUAL LEARNING PROGRAM
July 24-26, 2024
FREE for SNAC Members
$1,100 for Nonmembers as space is available
Registration Deadline: Friday, July 5, 2024
As part of SNAC’s ongoing efforts to provide professional development opportunities to our members, we are pleased to once again partner with Kellogg School of Management at Northwestern University to bring you a fully immersive, virtual program showcasing the next generation of marketing knowledge, skills and capabilities that will have an impact on your organization’s success. Based on attendee feedback, this year’s program will focus on artificial intelligence in marketing and achieving profitable growth by doing fewer things bigger and bolder.
Who Should Attend?
This program is designed exclusively for 45 SNAC Member company marketing and sales managers and directors who are inspired to elevate their skills to come out ahead in times of market disruption and change. This program will address three key areas:
- Driving Sustainable Business Outcomes with Generative AI
- GenAI and the Future of Marketing
- Fewer, Bigger, Bolder: From Mindless Expansion to Focused Growth
Program Will Include
- Pre-work: Complete participant profile—tell us about yourself, your experience, and what you hope to learn
- Pre-reads: Professors will provide a limited amount of reading material to review prior to start of program
- Certificate of completion
Registration Information
The program has a very limited capacity of 45 participants.
SNAC Business Members may register up to (2) participants, and SNAC Associate Members may register (1) participant—all others will be placed on a waiting list.
Since there is limited availability, to register, you must commit to participating in the entire program, all three afternoons, with your camera on to fully participate. Certificates will not be granted to anyone not able to participate 100%. We are cognizant that this program will run during the workday and request you block your calendar and turn your out of office on during that time.
Please note that registration requests are not guaranteed until an approved confirmation of event registration is sent. When requesting registration for this program, you acknowledge that you have read, understand, and agree to the policies outlined above.
Registration Deadline: Friday, July 5, 2024
Request Registration
Please email Christina Briones to indicate your interest in participating and include your name, company, title, address, and phone number.
Schedule
Wednesday, July 24
1:00 – 4:30 PM ET
SESSION 1: Driving Sustainable Business Outcomes with Generative AI
presented by Birju Shah
As business leaders look to machine learning and artificial intelligence (AI) to solve problems and unlock opportunities, the question on their minds should not be how the technology works. Rather, they should be asking how to put AI to work to create business value. As core AI tools become more democratized and commoditized, value creation will shift to AI applications to solve business problems. The value of abstraction has important implications for business leaders as well as for talent development. While software developers and programmers will still be in demand, far greater value will be created by data scientists who can combine business expertise with applied AI expertise to solve business problems.
Thursday, July 25
1:00 – 4:30 PM ET
SESSION 2: GenAI and the Future of Marketing
presented by Kevin McTigue
Marketers traditionally face two major hurdles in innovation: one is coming up with new thinking, the second is refining and building on those concepts to create something real. In this session, we’ll use GenAI (chat and visualization tools) to brainstorm new ideas, to start the evaluation process of the various ideas, and then bring the concepts to life. A case study on the Disney+ streaming service launch will be used as a platform to discuss three categories of use cases of machine learning in marketing and will be supported with a discussion of data sources, bias watchouts, and emerging use cases in GenAI.
Friday, July 26
1:00 – 4:30 PM ET
SESSION 3: Fewer, Bigger, Bolder: From Mindless Expansion to Focused Growth
presented by Sanjay Khosla
Many companies spread themselves thin by going for MORE – MORE products, MORE categories, MORE markets. We call this the SEDUCTION of MORE. How do you go from the SEDUCTION of MORE to the WISDOM of LESS? This module provides practical lessons in achieving sustainable, profitable growth by doing FEWER things BIGGER and BOLDER. By working first-hand on industry cases, participants will gain an insight on how to focus, unleash the potential of people, and make things happen. If everything is going well, something is wrong. Failure happens. We will also discuss how to fail fast, learn, and move on. This session closes with how businesses with purpose endure. Do good while doing well.
About Our Presenters
Sanjay Khosla is a Senior Fellow and Adjunct Professor at the Kellogg School of Management, Northwestern University, and a Senior Advisor at Boston Consulting Group. Sanjay is a trained and certified executive coach. He is also an advisor to a number of companies across industries. Sanjay is currently a director at Zoetis, Inc. and is on various private boards.
Sanjay is the co-author of Fewer Bigger Bolder: From Mindless Expansion to Focused Growth, which was named the Best Business Book by The Globe and Mail and one of the 10 Mind-Altering Business Books by The Huffington Post.
Sanjay spent over 30 years transforming businesses. As President of Kraft International (later Mondelez International), he grew the business from $5 billion USD to $16 billion USD in 6 years while improving profitability by 50%. Sanjay was responsible for business operations in over 60 countries with 65,000 employees.
Sanjay was involved in the acquisitions of Cadbury (for $19 billion USD) and Danone Biscuits (for $7 billion USD) which he successfully helped integrate with Kraft Foods.
Prior to Kraft, Sanjay turned around the $3 Billion USD consumer business of Fonterra, a global dairy company based in New Zealand.
Sanjay also spent over 27 years at Unilever, based in the UK, Europe and India. Sanjay implemented a bold programme (Paint the World Yellow with Lipton) as Chairman of the Global Category Board for Unilever Beverages and helped transform the Lipton Tea business worldwide. Sanjay created the Wheel detergents business in India, which became one of Unilever’s largest brands in India.
Previously, Sanjay was on the board of Best Buy Inc., USA, Del Monte Foods Inc., USA, Iconix Brand Group Inc., USA, the Lipton/Pepsi global joint venture, and NIIT Ltd. Sanjay was Co-Chair of the Nestle/Fonterra joint venture (Dairy Partners Americas).
Kevin McTigue is a Clinical Professor of Marketing at Northwestern University’s Kellogg School of Management teaching multiple classes for the MBA, Global EMBA, and executive education programs. His career spans more than twenty-five years in teaching, consulting, brand management, and advertising.
Kevin is currently the academic director for Kellogg’s Chief Digital Officer program and co-director of Kellogg’s Advertising and Marketing Communication Strategy program. He co-authored The Creative Brief Blueprint, contributed to Kellogg on Branding and Kellogg on Marketing. He conducts executive training and consulting for a variety of firms on the topics of marketing and advertising strategy.
Before his full-time appointment at Kellogg, Kevin led a strategy consulting practice for global digital agency SapientRazorfish. Prior to consulting, he spent seven years in brand management with Tyson Foods leading businesses including Jimmy Dean, Ball Park, and Hillshire Farm. Early in his career, Kevin spent significant time working in digital and traditional advertising.
Currently Birju is a clinical assistant professor of Product Management and AI at Kellogg. Birju Shah is a seasoned product leader, entrepreneur, and educator with over 15 years of experience in building and scaling innovative AI and ML products for various industries and use cases. He is the CEO of Loam, an AI-powered sustainability platform that helps companies accelerate their environmental and social impact, while also enhancing their stakeholder value chain. He is also a Clinical Assistant Professor of Product and AI at Northwestern University – Kellogg School of Management, where he teaches and mentors students and executives on how to design, develop, and deploy intelligent products including, but not exclusive to AI and ML products and platforms. He has been a CPO, CEO, and President, while an academic professor for the last decade.
Prior to Loam, Birju was the head of healthcare products at Uber and the head of product for ML/AI at Uber, where he managed large product, data, and engineering teams that built over 10 products used by 2 billion people worldwide with an attributed total market cap value of over $3 billion. He also has experience in starting his own ventures, working at large tech organizations in their early and mature stages, and transforming various commercial organizations via private equity buyouts. His approach to launching and evolving products is based on data-driven decision-making, digital transformation, and achieving large outcomes. Birju is passionate about using technology for long-term sustainability and equity up-leveling, and is actively seeking a mission-driven public board role that leverages his expertise in AI, ML, and sustainability governance.
Birju holds an MBA from the Massachusetts Institute of Technology, Sloan School of Business, where he was a McGovern Scholar and a Legatum Scholar. Birju is a graduate of Northwestern University with a BSE in Industrial Engineering.
