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Dallas Executive Luncheon – Customer Journey Orchestration, Moving Beyond Automation

September 19, 2018 @ 11:15 am - 1:00 pm

Customer Journey Orchestration

Moving Beyond Automation

The next generation of marketing automation is here. And it is laser focused on understanding the customer in context and deploying data and machine-informed journeys over rule-based campaigns.  By orchestrating more thoughtful customer journeys, marketers are reaping the benefits of reducedcustomer fatigue, improved response rates and increased return on investment.

Join leading marketing executives on Wednesday, September 19th, to hear case study based insights on implementing successful customer journeys. You will learn:

  • What’s needed for a successful orchestration strategy and plan
  • Most common challenges faced and how to overcome them
  • How to optimize life-stage and life-moment experiences for your customers and prospects
  • Benefits and pitfalls of available tools used in customer journey orchestration
  • How to understand your customers in context and boost consumer engagement


Shana Nardecchia
Head of Campaign Execution and Media Strategy at Nokia

Shana Nardecchia is the Head of Campaign Execution at Nokia. She brings to this position 18 years of experience working in numerous sales and marketing organizations at Nokia.

She and her team have had many campaign award wins over the past 5 years, most recently winning the 2018 DFW AMA Marketer of the Year award for their, “It’s Time for a Change” public safety campaign.

Shana is a native Texan living in Austin.  She is a competitive tennis player and has competed in two national championships representing the state of Texas.  She enjoys spending time with her two boys and loves anything outdoors.  Yes, even in the hot Texas weather.

She has a passion for out of the box thinking and is an avid believer in the fact that great things happen when you are willing to step out of your comfort zone.


Kim McGill
Vice President, Marketing at Lennox Residential

Kim McGill is Vice President of Marketing Lennox Residential.  She joined Lennox International as the VP, Marketing for the Allied Air Enterprises division in the spring of 2011 after having a distinguished 25-year career in the automotive industry.  During her time at Allied Air, Kim successfully positioned each of the 6 brands that make up the Allied portfolio, defined the Allied value proposition, led a successful e-commerce project designed to significantly advance the distributor order management process and positioned Allied as a serious competitor within the distributor community.  In November 2017, Kim was named VP Marketing for LII’s flagship brand, Lennox.

Prior to joining Allied Air, Kim was the Vice President of Marketing and Advertising for smart USA, a division of the Penske Automotive Group.  She joined the smart USA team in early 2010 to lead advertising, promotions, special events and digital media. She also managed the company’s customer management and oversaw the sales process.

Kim has a mechanical engineering degree from Michigan Technological University and an MBA in marketing from the Owen Graduate School of Management at Vanderbilt University.


Sharon Hoffman
Senior Director of Corporate Marketing at Tyler Technologies

Experienced Senior Marketing Director with a demonstrated history of success working in the computer software industry with a focus on the state and local government market. Strong marketing professional skilled in marketing strategy, integrated marketing programs, lead generation programs, events marketing, field lead generation programs, creative direction and graphic design.


Moderated By:
Rich Herbst
CEO at Ascend Marketing

Founding Ascend in 2004, Managing Partner Rich Herbst provides the visionary leadership behind our unique approach to marketing services, based on more than 30 years of experience in marketing and sales support.

The core of his background is in business-to-business services marketing and consumer packaged goods with firms such as Verizon Communications, ConAgra Frozen Foods, and James River Corp. He has solid expertise in the software, retail, restaurant, and real estate industries, where he has worked with small start-ups as well as large firms.

Rich served as a strategic leader in Verizon, leading a team that launched high speed internet and other online services for small and medium businesses.

Rich received his MBA from the Darden School of Business at the University of Virginia, an MDiv from the Brite School / TCU, and a BS in Education from the University of Maryland.



September 19, 2018
11:15 am - 1:00 pm
Event Category:


Venue Forty50
4050 Belt Line Road
Addison, TX 75001 United States
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Many Thanks To Our Chapter Sponsors