STEERING COMMITTEE
IGNITE! is a massive undertaking with high expectations surrounding it. Putting together a program of the intended caliber, value, and impact requires the right combination of expertise, perspective, insight, knowledge, connections, and passion for both the topic and the experience. This year, we struck gold! We’re proud to have these exceptional professionals and brands in our corner.
2025 STEERING COMMITTEE

Gina Bonar
Chief Marketing Partner
5 Whys Marketing
Gina Bonar is the Founder, Chief Marketing Partner, and Fractional CMO at 5 Whys Marketing LLC, a multi-award-winning, Cincinnati-based marketing consulting and services firm delivering strategy, websites, content, and other marketing support locally, nationally, and internationally since 2013 to help clients get to the root of the opportunity. Before founding 5 Whys Marketing, Gina served as the US Marketing Lead (VP) at Mercer, a global health and benefits, talent, and retirement consulting firm, and held leadership roles at Deloitte, including serving as Lead Client Marketer for Kraft, Caterpillar, Target, and Sara Lee, as well as Senior Marketer for the Manufacturing, Retail, and Consumer Goods Industries in the Midwest. Previously, she held various marketing, internal, and external communications roles at Exelon, USG, Golin Harris, and Owens Corning. Gina has an MBA from the Kellogg, and an MS IMC/PR from Northwestern University’s Medill School of Journalism. She serves as VP Executive Marketer Programming, CMO Roundtable Co-Chair, and Past President of AMA Cincinnati. In 2023, AMA recognized Gina as the National Volunteer of the Year, and she previously earned the Jefferson Award for Community Service for Skills-Based Volunteer Leadership at Deloitte. Connect with Gina on LinkedIn.

Jessica Guido
Senior Digital Experience Coordinator
St. Elizabeth Healthcare
Jessica Guido brings over 10 years of digital marketing experience across retail, healthcare, and higher education to her role on the American Marketing Association’s Steering Committee for the 2025 Ignite Conference. She serves as the Senior Digital Communications Coordinator for St. Elizabeth Healthcare. As a communications professional passionate about the intersection of technology and authentic storytelling, she believes that meaningful customer connections can drive brand success even in the AI-driven landscape. Jessica deeply enjoys her work with AMA, helping to foster knowledge-sharing and navigating the ever-evolving digital space with our local marketing community. Beyond her professional and volunteer work, you can find her cheering on FC Cincinnati with her family. Connect with Jessica on LinkedIn.

Nick Brunker
Cincinnati Office Lead
VML
Nick Brunker is the lead of VML Cincinnati, where he is responsible for driving the growth and vitality of the agency, expanding its client portfolio, and overseeing the local operation. A Forrester customer experience (CX)-certified professional, Nick has over a decade of discipline in human-centered experience strategy, insight-based digital transformation, ecommerce, and omnichannel planning. As a leader in VML’s CX practice, he collaborates with senior leaders to drive strategic alignment and architect measurement frameworks that achieve customer and business objectives. Throughout his tenure, he has partnered with Fortune 500 clients across numerous sectors, including Ford Motor Company, Google, General Mills, Kimberly-Clark, and Conagra. Nick actively expands the agency’s industry footprint through thought leadership and IP development, including the launch of VML’s first customer experience podcast, “Human Centered” – with listeners in more than 80 countries around the globe. His contributions have been recognized numerous times, most notably being named to the Cincinnati Business Courier’s Forty Under 40 Class of 2023. He has also received multiple Cincinnati PRSA Blacksmith Awards. He resides in Cincinnati, Ohio, with his wife, Abbey, and their three children, Nolan, Emma, and Ainsley. Connect with Nick on LinkedIn.


Marc Macaluso
CEO & Founder
Union Pointe Consulting
Marc sees the world differently: through the eyes of Customers. With a lifelong passion for Customer Experience (CX), Marc founded Union Point to help companies of all sizes improve their CX. Before launching the company, Marc led Customer engagement initiatives at Emerson Electric and Regal Beloit. In the process, he became an expert in using User Research to identify friction in the Customer interaction with the Company. Through these efforts, he was able to help retain Customers while growing their contribution to sales and profits. His use of User Experience techniques gives him a powerful set of tools designed with one simple goal: understanding the Customer journey leading to improved customer loyalty. Connect with Marc on LinkedIn.

Jeff Hendrickson
Digital Transofrmation Strategist
AIDCOM Consulting
Jeff Hendrickson is a multifaceted strategist, coach, author, and artist with over 30 years of global business experience spanning UX, digital transformation, and leadership development. Through AIDCOM Consulting, he partners with enterprise clients to align decision-making with emotional intelligence and agile strategy, while his Boomer Biz Academy helps experienced professionals transform their knowledge into monetizable content, courses, and coaching programs. After decades of leading transformation initiatives across industries and continents, Jeff now guides clients through the complexities of modern change with an emphasis on empathy, innovation, and AI. Connect with Jeff on LinkedIn.

Katie Kinnemeyer
Founder
White Paw Ventures
Katie Kinnemeyer bridges two worlds: the strategic rigor of corporate innovation consulting and the relational depth of community building, helping both Fortune 500 teams and program founders unlock every participant’s capacity for creative contribution. Katie developed her expertise facilitating cross-functional innovation workshops for Dell Technologies, Procter & Gamble, and DC Water Authority before applying these insights to help founders create new programs and membership experiences to scale their impact. As founder of White Paw Ventures, Katie designed her signature Relational Journey Design methodology by identifying universal patterns in how people connect and engage, regardless of context. Her designs have achieved remarkable results: virtual cohorts with 100% engagement and completion rates, program design adding $700,000 in projected revenue, and corporate workshops where teams breakthrough complex problems cooperatively. Her methodology gives organizations a powerful framework with one simple goal: leveraging group dynamics to achieve powerful impact—whether advancing business objectives, sparking individual transformation, or building community momentum. Connect with Katie on LinkedIn.

Tom Jones
Director of Content Delivery, Brand, and Digital Marketing
TheWholeJonesGroup
Current AMA Cincinnati VP of Membership, past AMA Cincinnati IGNITE! chair. Tom helped shape and ship the last two IGNITE! CX Conferences — so if it looked like he knows what he’s doing, it’s because he did. His marketing background is broad-based — from startups to Fortune 500s, from banking to meatloaf. Yes, really. He’s designed for NASA and sold meatloaf sandwiches. His portfolio is less linear, more proof-of-concept for the phrase “versatility is a strategy.” Tom helps companies uncover their brand vision, share their story, and put marketing to work — whether that’s through strategic planning, brand messaging, or bridging the tactical gap between business case and creative execution. He’s fluent in digital and just curious enough about AI to ask all the wrong (which are actually right) questions. Clients have included names like Procter & Gamble, Folgers, Sears, Anthem Blue Cross & Blue Shield, The Wright Brothers, and The Omnicom Group. He even stepped up for the US Defense Production Act– fabricating and testing ventilator components during the COVID pandemic, because that’s the kind of pivot that proves marketing folks get things done. Connect with Tom on LinkedIn.

Betty Rodriguez Hakes
Owner & Marketing Technology Consultant
Gourmet Betty
Betty Rodriguez-Hakes is a seasoned MarTech consultant, business analyst, and project manager with over 20 years of experience helping marketing teams make smarter technology decisions. She partners with organizations to evaluate tech stacks, lead cross-functional teams, and translate complex business needs into scalable, results-driven solutions. From AI implementation and customer data platforms to programmatic media buying and content operations, Betty bridges the gap between marketing and IT with a business-first mindset. Most recently, Betty led the selection, implementation, and long-term execution of a global programmatic media buying and data warehouse solution for a Fortune 500 company. She has also spearheaded marketing automation initiatives and developed strategic roadmaps that align platforms, people, and processes to deliver measurable business outcomes. Outside of consulting, Betty is the founder of GourmetBetty.com, a platform focused on healthy cooking, meal planning, and food education. She creates content, teaches interactive cooking classes, and leads corporate Lunch & Learns and family-focused workshops that integrate AI tools and strategy for personalized planning. With an emphasis on local, seasonal foods and reducing reliance on processed meals, she empowers individuals and communities to cook with confidence. Betty proudly serves on the Board of AMA Cincinnati and is honored to contribute to this year’s CX conference as part of the steering committee. Connect with Betty on LinkedIn.

Bethany Smith
Director of Communications & Creative Services
SWCA Environmental Consultants
Bethany Smith is the Director of Communications and Creative Services at SWCA Environmental Consultants. Leading SWCA’s efforts to further the company’s brand and position in the industry, she manages companywide marketing communications and branding efforts by overseeing SWCA’s teams focused on internal and external communication, branding, and graphic design. Her past experience includes Energy Systems Group, Messer Construction Company, Turner Construction, and Taft Stettinius & Hollister LLP. Bethany excels at building and growing a high-functioning marketing team based on strong outcomes and profitability, using her superpowers of building a great team and giving them what they need to succeed. She is active in the Greater Cincinnati community, supporting growth through my involvement in both industry and non-profit organizations. Bethany graduated with a BSJ in Advertising and Marketing from Ohio University, and is a Fellow of the Society for Marketing Professional Services. Connect with Bethany on LinkedIn.








