Marketing + Customer Experience Conference

Friday, September 23, 2022

Event Overview

IGNITE! An Experience Equation

Customer Experience + Employee Experience = TOTAL EXPERIENCE

In the world of marketing, we talk and think a lot about brand value, brand promises, brand architecture, and voice. We discuss who owns it and how to shape it. There’s general consensus that a brand does not exist independent of customer perception and the human assets that bring it to life. In fact, it’s not the company at all that owns the brand – it’s the people who experience it.

That’s what’s behind the concept of Total Experience – the full spectrum of how people, whether internal or external, experience and interact with your brand and company. The set of elements that make up that Total Experience is complex and far-reaching, including systems, processes, and technologies that support Employee Experience and Customer Experience.

We’ve all seen first-hand the disruption of supply chains these past years. All it takes is one jolt to the system, and the ramifications reverberate throughout the rest of the chain for a long time to come. The same is true in the Total Experience chain. One small change – even a well-intended improvement for customers or employees – can have a big impact on the Total Experience.

Today’s tight labor market means that the employees you depend on to deliver a great Customer Experience have many options when a company doesn’t serve up a great Employee Experience. This year’s AMA IGNITE! Conference focuses on the equation of Employee Experience plus Customer Experience equals Total Experience. Or should the plus sign really be a multiplier? Let’s discuss.

Our eight-hour in-person conference will feature speakers focused on the internal and external elements that add to or enhance Total Experience. From design, development, and data, to content, conversion, and community, our program covers what it takes to build an adaptive and resilient brand that delivers on Total Experience.

SAVE THE DATE: Friday, September 23rd, 2022

Time: 7:30 a.m. – 4:30 p.m.

Location: Northern Kentucky University (NKU) College of Informatics Griffin Hall: Nunn Drive, Highland Heights, KY 41099

IGNITE! 2022 Speakers and Agenda


Nick Brunker

Group Director of Experience Strategy, VMLY&R

Building Better CX through Jobs Theory

8:45 AM – 9:45 AM

Forrester CX-Certified professional Nick Brunker shares how leaders can create more meaningful experiences by identifying customer jobs to be done and applying them when developing new solutions across any industry. Plus, he lays out a helpful framework for crafting a quality Central Question, which is critical to uncovering human needs and enabling value-centered design. This opening session will set the stage for what we’re trying to accomplish through customer experience and the job of the people (employees) that need to make it happen.

Jalan Nored

Employee Engagement, Interim Director of Marketing, DMG

How Employee Experience Can Boost your Bottom Line

10:00 AM – 11:00 AM

A lot of programs are dedicated to customers and ensuring they are satisfied, but what about employees? How do you ensure they feel engaged at work? How do you ensure they feel respected, valued, and aligned with the company mission and vision? Hear how Jalen applies his passion for people, using technology and companywide monthly themes to accomplish these goals. Because in the end, happy employees are far more likely to lead to happy customers. And happy employees are far more likely to stay put when recruiters come calling.

Gina Leranth

Senior Director, Customer and Product Marketing, Paycor

The Infinite Loop of Customer Experience

11:00 AM – 12:00 PM

By reimagining the customer experience as an infinite loop, or never-ending story, you’ll find new opportunities to support, surprise, and delight your customers, which can dramatically increase customer lifetime value. In this presentation, Gina will share an exciting framework that might forever change how you think about your customer.

Mary Mathes

Director of Data Insights, Alpha-Diver

Unlocking Better CX through Neuroscience

1:00 PM – 2:00 PM

An interpreter of consumer behavior and “extreme brain-state shifter, Mary will share insights from Alpha-Diver’s neuroscience-based model and database to simplify and clarify business leaders’ CX challenges. Attendees will walk away with: the key human truths that underlie what makes for a good vs. not-so-good perceived customer experience; tangible ways to create more positive customer experiences with real-world examples; and a framework by which to evaluate their brand WHYs to drive a purpose that will subconsciously connect with consumers.


Jay Picconatto

Head of Global Commerce, General Mills

Humanized Commerce – Driving Brand Purpose in a Digital World

2:15 PM – 3:30 PM

The future of commerce will be driven by more technology and less human interaction. Building brands in this environment will deliver holistic, connected experiences while remaining human-solution oriented at the core. This discussion will be about how technologies can drive new and rich
brand activation and the need to maintain a healthy balance of purpose and personalization to ensure the activations are human-centered. In addition, how we can intentionally organize and guide our teams to foster this.

IGNITE! 2022 Conference Agenda for Friday September 23, 2022

TimeSpeaker Presentation
8:00 AM - 9:00 AMRegistration, Coffee & Bagels
9:00 AM - 9:15 AMIntroduction
9:15 AM - 10:15 AMUnderstanding AI in Marketing Moderator: Pete Blackshaw, Founder and CEO, BrandRank.AI; Panelists: Carl Fraik, Executive Director, Cincinnati AI Catalyst; Maddie Bell, Co-Founder & CEO, Scheduler AI; Kendra Ramirez, CEO,
10:15 AM - 10:30 AMMini-Break Netwalking
10:30 AM  - 11:30 AMAI in Customer Data Analysis Chrissy Stevens, Vice President, Services, Ascribe; Lara Rice, Managing Director, Training, Customer Experience and Product Development, Ascribe
11:30 AM - 12:30 PMPersonalization and the Customer ExperienceMichael Stich, Partner, Court Avenue; Colin McDowell, Executive Director, Growth Strategy Practice Lead, Court Avenue
12:30 PM - 2:00 PM Lunch & Freedom Center Exhibits
2:00 PM - 3:30 PMEthical Considerations and Privacy in AIDr. Kelly Cohen, Director, AI Bio Lab at the University of Cincinnati; Aaron Templer,Founder + Strategist, Three Over Four 
3:30 PM- 4:30 PMSuccess Stories and Cautionary TalesModerator: Cortlan Booker, Sales Manager, Spectrum Reach; Panelists: Anne Baum, Marketing Director, Towne Properties; Jake Whitman, Founder, Really Good Boxed Wine Company; Michael Green, Project Manager, AI Thought Leadership, GNGF; Jeff Hendrickson, UX Research Manager, WestRock Company
4:30 PM- 5:00 PMEnjoy the MuseumExplore Additional Areas of the Freedom Center

Ignite 2022 Sponsors

We have Ignite Sponsorships and other Chapter Partnership opportunities (both cash and in-kind) available! To support our nonprofit volunteer effort and collaborate with us to create the ideal value exchange, contact partnerships@amacincinnati.org!