Digital Campaign Execution

Budgeting, Project Management and Processes

What do marketing leaders struggle with more?  Is it strategy or is it executing a strategy successfully?  Which do you find you discuss more with senior leadership and at conferences?  Do campaigns fail because their strategy is faulty or because not enough attention was paid to execution?  The secret to campaign success often lies in the processes that are in place, how a project is managed and what budgeting tactics are used.  Join us for the April Executive Luncheon where we will discuss:

• What project management strategies work best for which types of campaigns?
• Implementing best practice business processes and workflows to ensure follow through and to flag problems
• Processes for working with agencies and vendors
• Tactical budgeting for digital campaigns
• How to structure and organize a team for execution success

Panelists include:

Hope Elston

Manager, Digital Marketing, eComm & Innovation,  Mary Kay

Hope Elston has a bachelor of Business Management from LeTourneau University.  She has been with Mary Kay Inc. for 17 years.  She has had the wonderful opportunity to work in many different departments at Mary Kay; Customer Operations, Sales Education, InTouch website, Sales Force Communications, Marketing and now Information Technology Services.  She is currently the Manager of Digital Marketing, eComm & Innovation, which means her team is always looking for ways to digitally elevate Mary Kay and provide amazing business tools for their Sales Force.  When Hope is not “living the dream” at Mary Kay Corporate, she enjoys riding motorcycles and hiking with her husband of 35 years.

Jeni Golomb

CMO, Daisey Brand

As a marketer with more than 18 years of experience, Jeni Golomb has worked for Wrigley, ConAgra Foods, Kimberly Clark (and more) leading iconic brands like Altoids, Slim Jim, and Huggies, developing brand strategies, creating award winning consumer communication, and launching new product innovation.  She is currently the Chief Marketing Officer at Daisy Brand, a family-owned sour cream and cottage cheese company.

A Midwesterner her whole life, she currently lives in Southlake, TX with her husband and 2 boys, ages 12 and 9.  When she’s not doing a dollop of Daisy, you can find her cheering on the sideline of her kids’ soccer games or doing Inferno Hot Pilates.

Jeni has an MBA from Harvard Business School and a BS- Electrical Engineering from the University of Michigan.

John Watts

Regional Digital Strategy Manager, Lithia Motors Inc.

9 years In automotive digital marketing 

Art Institute of Dallas, Graduate Certificate – Digital Marketing Strategy and Analysis from Southern Methodist University

Google Analytics and Ad Words Certified (Mobile, Search, Shopping, Video, Display) DMSC Strategy Award Winner

Visual story telling, Branding, Campaign development, Foodie, home chef, Espresso, and more Espresso

Eric Thurston

Director, Brand Marketing, Signify Health

Eric is Director of Brand Marketing for Signify Health, a tech-enabled, mobile clinical services company with a network of more than 4,000 active clinicians covering all 50 U.S. states and Puerto Rico. After graduating from the University of Oklahoma with a BA in Anthropology, Eric started his career in newspaper journalism working for the Kalamazoo Gazette in Kalamazoo, Michigan, and the Kitsap Sun in Bremerton, Washington, before transitioning to retail marketing on the agency side in 2009. After three years in creative services, he transitioned to marketing and sales support in a dual editorial and marketing role for Southwest: The Magazine, the inflight magazine for Southwest Airlines. In 2014, Eric made the leap to healthcare marketing initially coming onboard as one of Signify Health’s predecessor companies emerged from startup mode. Throughout 2016 Eric managed a rebrand to prepare the company for sale to a private equity group, led a second rebrand and renaming project in 2018 as part of a merger, and is currently working to fold a recent acquisition into the SignifyHealth parent brand. Eric is currently pursuing an advanced degree through the SMU Cox School of Business Executive MBA program.

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