September Dallas Executive Luncheon – Influencer Marketing

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Influencer Marketing

September 20th | 11:15AM – 1PM

Influencer marketing focuses on using key influencers in your target market to drive your brand’s message.  As customers and especially millennials increasingly turn to influencers to help them make their purchasing decisions knowing how to develop an influencer campaign and integrate it with your other tactics has become integral to any successful social media and content strategy.

Join our panel this September to discuss:

• How to identify and filter influencers
• Aligning influencers to your brand
• Developing KPI’s for selecting influencers for your brand
• Processes that need to be in place for influencer marketing
• Paying, rewarding and incentivizing influencers
• Maintaining control of your brand while putting messaging into an influencer’s hands
• Measuring the ROI of individual influencers and your influencer campaign

Meet the panel:

Laura Cleary, Travelocity

Laura Cleary is a travel passionate on a mission to connect and inspire like-minded travel enthusiasts. She is currently the Senior Social Media Manager for Travelocity and brings 13 years of developing community best practices, loyalty programs, customer research and marketing effectiveness measurement. She currently leads the Travelocity Gnomads, a community of travel enthusiasts and experts who want to share their experiences and inspire others to travel.  In 2004, Laura was awarded the Forrester Award for building the first customer advocacy community at JCPenney. She is a true pioneer in connecting brands with the voice of the customer.

Dana Blick, Tuesday Morning

A Marketing and Brand Strategist with over 15 years of progressive experience in brand management, digital marketing and team leadership, I began my career in the beauty and personal care industry. I spent 8.5 years at Mary Kay in product development and US Marketing and then transitioned to the pharmaceutical industry where I launched a new acne skin care line to mass retailers and pharmacies. In my current role as Director of Marketing at Tuesday Morning, I oversee all consumer facing owned, earned and paid media. I am originally from Wichita, KS and am a proud Wildcat with my undergraduate degree from Kansas State University and MBA from Dallas Baptist University.

Florence Drakton, Toyota Motor Sales

Florence has been a marketing and social media strategist for over 19 years holding a variety of marketing and branding roles within Toyota over this time.  Florence is currently in charge of Toyota Motor Sales’  digital engagement and social media strategy and oversees their influencer marketing programs.  Florence has recently moved to DFW from California and holds an MBA from USC and a BA in Economics from UC Irvine.

Emily Stafford, Fossil Group

Emily Stafford leads influencer marketing for Fossil Group & it’s newly launched craft brands, including its portfolio of 15 licensed brands, together with Michael Kors, kate spade new york, Tory Burch, Diesel, DKNY, Emporio Armani, Karl Lagerfeld and others.

Emily holds a master’s degree in Strategic Digital Communication and has over 7+ years experience in digital and integrated marketing. Emily’s broad experience has helped brands and companies evolve their social media programs and prowess. Over the last 3+ years Emily has become an expert in all things influencer marketing. Before joining Fossil Group, she worked at rewardStyle, where as Campaign Manager, she led influencer marketing campaign management, strategic influencer list building, reporting, case study creation, webinar development, brand newsletter dissemination and thought leadership.

Moderator:

Emi FitzGerald, Saatchi & Saatchi Dallas

Emi FitzGerald is the Associate Director for Earned Media at Saatchi & Saatchi Dallas, working on the Toyota brand. Her career began as a small-market TV news journalist before she moved to the agency-side working in public relations as well as branding, media planning, and events and sponsorships. She has worked with a variety of consumer and B2B brands, including TrendMicro, Sabre Airlines Solutions, Horseshoe/Harrah’s Casino, Whataburger and a local GMC/Buick/Hyundai dealership. Her favorite part of working in communications is telling the stories of brands and influencers through creative channels. She combines her past experiences and passions as part of the earned media team, finding unpaid ways to amplify paid efforts, as well as Toyota’s women’s and military initiatives. She is an avid Ultimate Frisbee player and serves on the board for Early Recognition Is Critical, a nonprofit that uses Ultimate Frisbee to teach youth about body awareness and early cancer detection. Emi holds a bachelor’s in journalism from the University of Texas at Austin.

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