Dec 8 at 1:00-2:30pm ET
AWForward: Automotive Marketing through the Unknowns of 2022
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AWForward: Automotive Marketing through the Unknowns of 2022

Dec 8 at 1:00-2:30pm ET

The automotive industry has been undergoing perpetual change including global shortages, the electrification of vehicles, shifts in consumer demographics and preferences, and an evolving digital advertising ecosystem. While there have been roadblocks for marketers, there are also clear opportunities to accelerate digital transformation and meet consumers where they are. Looking ahead to 2022, changes in the automotive landscape will continue. Join us to learn how to navigate this uncertainty with tangible takeaways, and harness the opportunity in the “known unknowns”.

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OUR SPEAKERS

Mordecai

Principal
Mordecai Inc

Mordecai

Principal
Mordecai is an award-winning Innovation Executive, pioneering lauded creative across technology, product, and culture for the world’s top brands including Hyundai whom she created and ran Innocean’s Innovation & Partnerships group. Her work at Hyundai includes a ground-breaking suite of AR-driven tech for Hyundai in partnership with Live Nation, and the launches of Future Of Mobility efforts with Hyundai’s Robo-Taxi and Mocean Labs Car Sharing venture. Prior to Innocean, Mordecai ran innovation for OMD’s Ignition Factory clients Apple, CBS, Warner Bros., Hilton, Experian, and through her consultancy, Mordecai Inc., she created award-winning work for clients including Pepsi, ASOS, Reddit, British Fashion Council, MTV, and Soho House globally. Living and working by her credo Hope via Disruption, Mordecai is an industry activist and a globally-recognised innovation leader. She attributes her industry-leading work to her pedigree as an activist, and culture moving approach. She is an innovator, not only bringing shiny object ideas into the product lifecycle of brands but is known for bringing bottom line growth to the companies she works. A frequent speaker on innovation across technology, culture, and new ideas, her recent talks include keynotes at Madfest and DMEXCO, plus talks/panels for CES, The Female Quotient Lounge, The Drum, and Advertising Week. She is an advisor at IV.AI, OffLimits Cereal, JourneyInto, and on the US board for NGO Skateistan. Previous positions boards include the advisory board of LACMA’s Art + Technology Lab, and serving as Director of Innocean’s INNfluence group supporting women in advertising and media. In the industry, she has been recognized by 40overForty, She Runs It (formerly Advertising Women of New York) as a Global Change Maker, a VentureFuel Visionary, and Internationalist Agency Innovator of the Year. She is a mentor for D&AD’s New Blood Shift program by Google, Fast Company’s Innovation Festival, She Runs It, Plug & Play Tech Center, and BBH’s Beautiful Minds. Follow Mordecai @msmordecai Mordecaiinc.com Linkedin.com/in/mordecai
Mordecai Inc

MaryLeigh Bliss

Chief Content Officer
YPulse

MaryLeigh Bliss

Chief Content Officer
As YPulse’s Chief Content Officer, MaryLeigh oversees YPulse's syndicated products, heading up the team of Gen Z and Millennials who create the newsletters, insight articles, over 100 reports annually, and ongoing surveys that help brands to reach young consumers in the U.S. and Western Europe. Her role also involves acting as a culture and youth insights expert, consulting with brands to identify actionable insights, align young consumer strategy, and layer generational and youth knowledge over data findings. MaryLeigh has worked with a range of Fortune 500 brands, and has been quoted as a youth insights authority by publications including The New York Times, Digiday, Business Insider, and Adweek. She has appeared as a Gen Z and Millennial expert on Bloomberg News, Fortune, and NPR Marketplace, and been a speaker at many off-sites and conferences. MaryLeigh's interest in youth culture originated from her love of YA literature and pop culture anthropology, and she is continuing her passion for decoding and demystifying the next generations of consumers at YPulse.
YPulse

Liza Borches

President and CEO
Carter Myers Automotive

Liza Borches

President and CEO
After graduating from college, Liza Borches moved far away from central Virginia to work for American Honda Motor Co. But when she moved back home, she used what she had learned to help her family business through a time of rapid growth. Since Borches took over a fledgling Volvo store in 2004, Carter Myers Automotive has grown from three stores to eight, with Borches managing the acquisition of Volkswagen and Honda stores and a rapid-fire series of renovation projects. Last year alone, Borches oversaw renovations of three stores to meet the latest design standards set by Volkswagen, Kia and Chevrolet. She said her time at Honda helped her understand what manufacturers want from renovations. At times, that means asking the factory: "'Is this something you really need me to do?''' Borches says. "If you're asking the right questions, I think it can really cement the partnership you have with a manufacturer." After graduating from the University of Virginia in 1997, Borches joined a trainee program at Honda in California. She moved around the country and rose to become a senior district sales manager but chose to come home. Working in wholesale, she says, "you move around so much that you never get to put your roots into a community." So she called her father, Carter Myers III, and told him she wanted to join the family business. He put her in charge of a tiny Volvo store in Charlottesville. "Volvo's not a high-volume brand, especially in our small town, but it was the best way for me to get in and get my hands wet," Borches says. "In a small dealership, you can't simply delegate all of the difficult duties." When she arrived, the store usually sold about six new vehicles and four used vehicles a month. Within three years, sales had tripled. The high-water mark came in August 2007, when the store sold 25 new vehicles and 20 used vehicles.
Carter Myers Automotive

Kerry Ann Doyle

EVP, Carat Content
Carat USA

Kerry Ann Doyle

EVP, Carat Content
Kerry Doyle is a media professional with over 20 years of diverse experience with a specialty in combining the art of storytelling with media science, Kerry’s ultimate goal is to deliver innovative solutions to her clients – deepening consumer advocacy and brand loyalty through branded content. For the last seven years, Kerry has played a vital role at Carat leading a unique team that works across media channels to create cohesive, meaningful integrated media programs that engage consumers in ways they want to spend their time. Kerry’s team adds an important dimension to her clients marketing efforts, serving as a complement to conventional advertising by building new media-based partnerships, exploring new platforms, working with media production teams and influencers to dream up meaningful and entertaining cultural moments. Kerry acts as a catalyst across the entire organization to think differently about media partnerships. Prior to Carat, Kerry was SVP, Group Director of the Brand Content & Alliance team at GTB, where she led a team that developed new ways to connect with customers through entertainment, alliances and hyper local marketing. She co-created several network shows and brought client’s brands to life through meaningful integrated partnerships. Kerry was recently named one of She Runs It Working Mothers of the Year. She is at the heart of two Gold Effie’s, creating the Fiesta Movement, the first social media campaign in the automotive marketplace and Drive 4UR School a grass roots test drive program, as well as several Ex-Awards, including Best Use of Social Media and Best Buzz Marketing/Influencer Program. Kerry is a Michigan State University alumnus.
Carat USA

Alex Flores

Owner/Partner
Bravo Chevrolet/Cadillac

Alex Flores

Owner/Partner
Alex Flores, 26 Year automotive veteran and current Dealer Principle of Seguin Chevrolet, Owner/Partner of Bravo Chevrolet/Cadillac in Las Cruces, Bravo Cadillac in El Paso, Tx and Found and CEO of AF Consulting. His experience and knowledge has brought underperforming stores to elite status. Married with Three children who keep him more than busy, when he isn’t leading the teams to victory he serves his community and church. Alex is a Veteran of our US armed forces and with that brings much needed structure and accountability to his stores.
Bravo Chevrolet/Cadillac

Michael Gewirtzman

Global Programming Director
Advertising Week

Michael Gewirtzman

Global Programming Director
Michael Gewirtzman is the Global Programming Director at Advertising Week. For nearly a decade, he has programmed events and broadcasts for organizations that have featured some of the world's most influential executives, celebrities, politicians, athletes, authors and thought leaders. Gewirtzman is also the Founder and President of Vinyl Artist Management, where he has managed the careers of internationally beloved mainstream and independent artists. He has been featured by outlets including Billboard Magazine and CBS for his passion to create meaningful connections between leaders, artists, and audiences.
Advertising Week

Jesse Goranson

VP of Marketing Science for North America
Meta

Jesse Goranson

VP of Marketing Science for North America
Jesse Goranson is VP of Marketing Science at Meta, responsible for helping clients create value through advertising on the FB platform and create advanced test and learn capabilities inside their companies. Jesse’s team of 150 Marketing Science Partners develops and executes consulting engagements with Meta’s top 5000 clients to drive concrete improvements in clients’ brand, sales, and other outcomes. Prior to Facebook, Jesse was a SVP at Nielsen, with roles that included managing Nielsen’s media business in Greater China out of Beijing, and managing Nielsen’s relationships with the largest digital businesses in San Francisco. Jesse was also SVP and CRO at Telephia, a VC-backed start-up that developed proprietary technologies measuring the mobile industry. Prior to that, Jesse helped bring Israeli instant messaging company Hypernix to the US. He also spent seven years as a strategy consultant, working with clients in Europe, Asia, and the Americas. Jesse has a Masters in Operations Research and a Bachelors of Management Science from M.I.T.
Meta

Jason Nichols

Client Partner, Automotive Industry
Meta

Jason Nichols

Client Partner, Automotive Industry
Throughout his career, Jason has held strategic partnerships, sales, and brand management roles at Google and Unilever. He holds an MBA from New York University Stern School of Business and a BA in Psychology and Women & Gender Studies from Washington University in St. Louis.
Meta

Marcie Pérez

Associate Director of Cross Channel Strategy & Activation
Cadillac

Marcie Pérez

Associate Director of Cross Channel Strategy & Activation
Marceline M. Pérez has 20 years of automotive experience managing campaign strategies, creative development, digital execution and performance of offline and online marketing campaigns. In her role at General Motors, Marcie leads, tests and implements innovative strategies to continuously drive brand awareness, efficiency and effectiveness for. Since stepping into her role in May 2019, Marcie has lead strategic development for Cadillac consumer channel touchpoints in collaboration with GM’s global, US, regional and LMA markets. Her responsibilities include X-channel strategies and alignment to deliver personalized audience experiences throughout media, CRM, digital innovation experiences (.com/Cadillac Live), social media, experiential and branded entertainment. Prior to joining Cadillac, Pérez spent 9 years at Fiat Chrysler Automobiles (FCA) managing Chrysler, Jeep and Alfa Romeo. Onsite at FCA, Pérez managed CRM, digital, social and T1 media and oversaw the launch of FCA’s Pacifica, Compass, Cherokee and Wrangler. Pérez enjoys and has a passion for working, collaborating, and relationship building. She earned her Bachelor’s degree in Mass Media Communications from Michigan State University in 2001.
Cadillac

Mark Reggimenti

CAO
Annalect

Mark Reggimenti

CAO
As Annalect’s CAO, Mark is responsible for keeping Omnicom’s agencies on the cutting edge of advanced marketing analytics. His role is to develop, maintain, and enhance the advanced analytics offerings delivered both directly to clients and through the agencies. Mark has extensive experience working in the worlds of aggregate data with marketing mix modeling & testing, as well as ‘big data’ with digital attribution, look-alike modeling, closed loop, and customer segmentation.Mark has a Masters in applied economics focusing on econometrics from Rutgers University. He has led analytics engagements across several categories ranging across automotive, telecom, tech, QSR, retail, CPG. Mark joined Omnicom in 2008. Previously, Mark has also held marketing analytics positions within WPP and Havas. When he’s not working (and sometimes when he is), Mark plays guitar.
Annalect

Hayet Rida

Creator of Aiya Candle, and Creative Strategist
Meta

Hayet Rida

Creator of Aiya Candle, and Creative Strategist
Hayet Rida is a creative strategist for Facebook and Instagram. She is also the founder of Aiya Candle Co, a line known for its sophisticated scents. In addition, she is the influencer behind the fashion and lifestyle blog, hayetrida.com.
Meta

Jessica Roberts

Industry Manager, Automotive
Meta

Jessica Roberts

Industry Manager, Automotive
Jessica Roberts is Industry Manager of the Automotive category at Facebook supporting all facets of the industry across Auto partners, OEMs, dealers, and aftermarket retailers. Jessica’s team consults on the full Meta opportunity from product development, integration to execution enabling brands to maximize results on the platform. With a passion for empowering & strengthening the role of Women in the category, she is a founding member of the Facebook Women in Automotive program and promoting partners supporting these efforts. Prior to her 11 years at Meta, Jessica has spent her career in the tech, media and advertising space, developing integrated media programs, and enabling brands across a multitude of industries: automotive, entertainment, travel & tourism and restaurants with focus on localization and franchise scale. Jessica is a University of Texas at Austin alumnus.
Meta

Kathy Sheehan

SVP
Cassandra

Kathy Sheehan

SVP
Kathy leads the Cassandra business unit within ENGINE, a digital, full-service creative and media-marketing services agency. Cassandra focuses on empowering clients to build culturally relevant brands through leveraging insights from trendsetting young consumers. Kathy has spent her career identifying cultural trends to drive successful innovation opportunities for her clients. Most recently, Kathy was Executive Vice President and General Manager of GfK Consumer Life. There, she led a global business unit that conducted the longest-running global study of consumer trends, covering more than 25 markets and 30,000 consumers annually, and oversaw a diverse portfolio of blue-chip clients including Colgate, Samsung & General Motors. Prior to GfK, she held a variety of insights leadership roles at Ogilvy & Mather. Kathy serves on the Advisory Board of the Rutgers University Customer Experience program as well as the FIT Home Products Advisory Board. Kathy speaks frequently at various trade events and has been quoted widely in various media, including CNBC Business Center, BrandWeek, Ad Age, and The New York Times. She is a regular contributor to MediaPost and a contributing author to “Sustainability: How the Cosmetics Industry is Greening Up” (Wiley, 2014).
Cassandra

Kim Stonehouse

Director of Automotive, US at Facebook & Instagram
Meta

Kim Stonehouse

Director of Automotive, US at Facebook & Instagram
Kim Stonehouse is Head of Automotive at Facebook, where she leads a national team helping auto marketers and dealers transform brands, grow sales and drive loyalty in a mobile-first world. Most recently, Kim led Facebook teams partnering with some of the top OEMs and dealers in Detroit, while spearheading our vehicle shopper research and industry marketing efforts. Prior to Facebook, Kim led Google’s team of strategists and analysts who conducted original path to purchase research and translated findings to content and media strategy for partners in the automotive, packaged goods, food & beverage, media & entertainment and government sectors. In more than 15 years in media, Kim has led global and US partnerships across dozens of brands with a passion for pioneering the customer-centric innovations that technology affords. She has been recognized among Automotive News’ ‘40 under 40,’ and has been featured within forums including eMarketer, MediaPost, Automotive News World Congress, JD Power Automotive Roundtable, Digital Dealer, the Chicago Auto Show, What Drives Her, and Luxury Daily. An East Coast transplant, Kim lives in metro Detroit with her husband Ryan, where she maintains her lifelong running habit and is proud Mom to Calvin and Chloe.
Meta

Perry Watson III

Owner and General Manager
Marysville Toyota

Perry Watson III

Owner and General Manager
One of nine children born to Roberta Burns and Perry Watson, Jr., Perry Watson III grew up in the projects of Muskegon, Michigan. The grandson of a sharecropper and the son of a factory worker, Perry was encouraged by his father to be a go-to man and to elevate the family name. To Perry, that meant economic freedom through entrepreneurship, and from an early age, he aspired to be a successful business owner. A poster child for affirmative action, Perry went to Western University through the Upward Bound program, where he earned his Bachelor of Business Administration in 1973, followed by his Master of Business Administration in 1977. With his trademark persistence and tenacity, Perry was hired on the spot by Xerox after getting his MBA. A natural salesman, Perry worked his way up in the company over the next thirteen years. In 1990, he quit his job at Xerox to enroll in the brand-new, two-year Chrysler Minority Dealer Training Program. After completing the program, he was awarded his first auto dealership, North Star Dodge in Brooklyn Center, Minnesota. Perry eventually formed a new corporation—Brookdale Dodge—which he cultivated into a successful business which he sold in 2004. When Lexus made the historical decision to award six new dealerships, Perry’s innate drive to succeed and corporate experience earned him Lexus of Mishawaka in South Bend, Indiana, which he opened in August of 2001, and which has been ranked among the top 100 dealerships. He is also a partner in Marysville Toyota in Seattle, Washington, which opened in April of 2018. For Perry Watson III, it’s all about family, legacy, and consistently showing up as a leader and an example in the community to ensure the success of future generations. Perry is a member of the National Association of Minority Automobile Dealers (NAMAD) and served as its from 2015-2016, was a co-founder and the third president of the Toyota Lexus Minority Owners Dealership Association (TLMODA), and supports numerous civic organizations such as 100 Black Men, the Urban League, Boys and Girls Club, and Jack and Jill of America. He is a member of the St. Joseph County and Elkhart chambers of commerce, Indiana Auto Dealers Association and is a member of Memorial Hospital’s Entrepreneurial Advisory Committee. Perry has also been inducted into the HistoryMakers in the BusinessMakers category for his contribution to the automobile industry, with his oral history archived in the Library of Congress.
Marysville Toyota

SCHEDULE

1:00 PM: Welcome to AWForward

1:05 PM: 2022: Gearing up for the Known Unknowns

Over the past few years, we have all been dealt a number of unknowns that required us to adapt. For automotive marketers, this adaptation led to innovation. As we look forward to 2022, there are still unknowns around inventory constraints, shifting consumer expectations and the evolving ads ecosystem, to name a few. This keynote will highlight how we can harness the opportunities offered by these “known unknowns” for the coming year. 

Featuring: Kim Stonehouse, Head of Automotive Industry at Meta

1:15 PM: Dealer Spotlight – How can dealers connect with customers better?

Featuring: Perry Watson III, Owner/GM at Marysville Toyota

1:18 PM: Using Creators to Build Brand Love in 2022

Influencers and creators have taken the industry by storm, but influencer marketing is still widely misunderstood by brands. In this panel, experts on both the brand and creator side will share best practices for how they have used influencer marketing to build brand awareness, sell products and build a loyal customer base. 

Hosted by Jason Nichols at Meta and featuring Kerry Ann Doyle, EVP at Carat Content, Hayet Rida, Creative Strategist at Meta and Marcie Perez, Associate Director of Cross Channel Strategy & Activation at Cadillac

1:43 PM: Dealer Spotlight – How can dealers make business personal?

Featuring: Liza (Myers) Borches, President/CEO at Carter Myers Automotive

1:45 PM: Marketing to Millennials: What Auto Marketers Need to Know About this Coveted Segment
Millennials now make up the largest cohort of auto buyers and present a clear opportunity for auto marketers. In this panel discussion, hear from subject matter experts who will shine a light on this coveted segment, their values and behaviors, and how they differ from older generations.

Hosted by Mordecai, Principle at Mordecai Inc, and featuring MaryLeigh Bliss, Chief Content Officer at YPulse and Kathy Sheehan, SVP at Cassandra

2:07 PM: Dealer Spotlight – How can dealers build customer relationships that last?

Featuring: Alex Flores, Owner/Partner at Bravo Auto Group

2:08 PM: Measurement & Customer Relationships in the Evolving Ads Ecosystem
There are a multitude of ways marketers measure the impact of their marketing and advertising efforts. This panel discussion will make you re-evaluate your measurement strategies and how to navigate measurement in the evolving ads ecosystem.

Hosted by Jessica Roberts, Industry Manager for Automotive at Meta and featuring Jesse Goranson, VP of Marketing Science North America at Meta and Mark Reggimenti, Chief Analytic Officer at Annalect

2:28 PM: Closing Remarks

Michael Gewirtzman, Global Programming Director at Advertising Week

2:30 PM: Event End

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