IGNITE! 2025 Session: B2C Panel – 10:45-11:45 Friday, September 26 upstairs at Cintas Center
Authenticity & Automation: Vibing with Consumers Online and Off
In a world where AI can generate thousands of variations in seconds, vibe marketing reminds us that resonance still matters more than reach. This panel dives into the intersection of automation and authenticity, where human insight meets machine speed—and brand trust is on the line.
With voices from Chase, Brandience, and Valerie Jacobs Futures, this conversation brings together real-world experience from some of the most trusted names in finance, retail, and brand strategy. We’ll explore how leading marketers are using AI not to replace the human voice, but to amplify it—connecting with customers across screens, stores, and service channels through emotional intelligence and algorithmic agility.
We’ll unpack:
✅ How AI enables rapid creative testing without sacrificing emotional nuance
✅ Why “belonging” is the new call to action—and how brands can earn it
✅ What it takes to ensure automated experiences still feel human
✅ Where real, old-fashioned (or new-fangled) human interaction and engagement matter most
✅ How global brands and agencies are measuring vibes (and why traditional metrics won’t cut it)
If you’re wondering how to stay real while staying relevant, this session offers practical frameworks, fresh examples, and a clear-eyed look at how marketers can show up with speed and soul.
Because in 2025, customer experience isn’t just about convenience—it’s about connection. And you can’t fake that. Not even with AI.
Perfect For:
Professionals working for or serving Consumer Brands. From product and brand managers to business owners and agencies, if you’re marketing to the end consumer, this is your session!
PANELISTS
Shannel Heath
VP Community Manager, Chase Bank
Shannel Heath is a dynamic leader, speaker, and advocate whose work lives at the intersection of authenticity, impact, and innovation. With over 12 years in banking industry she currently serves As Vice President, Community Manager at JPMorgan Chase, she leads the firm’s financial health strategy in
Cincinnati, partnering with nonprofits, businesses, and community leaders to help close the racial wealth gap. In this role, she serves as a bridge between the bank and the community—bringing resources, education, and opportunity directly to neighborhoods that need it most. Her journey is one of resilience and reinvention. With no college background, Shannel built her career from the ground up, moving from her first job at McDonald’s at 14 to becoming a respected voice in
banking and financial literacy. Outside of corporate walls, she creates pathways for young women transitioning out of foster care and champions programs in financial empowerment and mentorship. Known for her authentic presence both online and offline, Shannel connects with consumers by making financial literacy and empowerment real, relatable, and human. She believes influence isn’t about titles—it’s about how you show up, tell your story, and open doors for others. At her core, Shannel is a servant leader, mother, and community builder who is passionate about helping people reimagine their relationship with money and themselves. Her work continues to inspire individuals to own their narratives, embrace authenticity, and build legacy. Connect with Shannel on LinkedIn.
Brian McHale
Chief Executive Officer, Brandience
As the CEO of Brandience, Brian built an award-winning agency over two decades focused on long-term client relationships and strategic creative. Prior to Brandience, he was President and Partner at Empower Media Marketing, one of the largest US-based independent media agencies, for a decade. With a career of advertising and marketing leadership experience, his mantra of five rules to stay nimble drives him: only measure what’s meaningful, communicate openly but judiciously, don’t let perfect be the enemy of good, be able to sprint when necessary, and be ready for what’s next. He is a recognized speaker across the United States for the American Marketing Association, recently as a panelist on how Gen AI can aid in strategic agency hiring, and has partnered with many domestic and global brands, including Bush’s Baked Beans, Smithfield Foods, Papa John’s, Tropical Smoothie Cafe, and YUM Brands. He has been recognized by Ad Age as a Media Maven and as a member of the prestigious Cincinnati Business Courier “40 Under 40.” Connect with Brian on LinkedIn.
Valerie Jacobs
Futurist & Founder, Valerie Jacobs Futures
Valerie helps individuals and organizations understand and harness future trends, creating strategies for improved decision-making and increased business growth. She is an early leader and adopter of futures thinking, studying trends in consumer behaviors, lifestyles, and attitudes, and applying insights and foresight to businesses. Her expertise spans the CPG, financial services, and health and wellness industries. With a master’s degree in design from the University of Cincinnati’s College of Design, Architecture, Art, and Planning (DAAP), Valerie combines academic rigor with practical industry experience. Her approach to futures thinking drives business growth and aims to provoke a broader perspective on the possibilities of innovation, design, and strategy. Valerie’s most recent position was Chief Marketing Officer (CMO) for LPK, where she oversaw branding, marketing efforts, and external relations for the branding- and design-led creative consultancy. Her work has impacted renowned brands such as Nationwide, T-Mobile, Fifth Third Bank, Olay, Crest, Pampers, and Pantene. A prolific thought leader, Valerie has authored over 22 publications and has been featured in publications such as Inc., Innovation Magazine, Forbes, and Vogue. Valerie’s influence extends to academia, where she is an Adjunct Instructor of Trend Forecasting at the University of Cincinnati. Her significant contributions to the field are reflected in her role as a Senior Fellow of the Design Futures Council. Connect with Valerie on LinkedIn.
MODERATOR
Tom Jones
Director of Content Delivery, Brand, and Digital Marketing, TheWholeJonesGroup
Tom Jones has helped shape brands, campaigns, and customer experiences across startups, international non-profits, and Fortune 500 companies. His career spans industries as varied as healthcare, IT, financial services, retail, and CPG. “Third time” starts an overused cliche; as past IGNITE Chair for AMA Cincinnati, Tom produced and presented the 2022 and 2024 Ignite Conferences and returns in 2025 to keep the conversation focused on how AI can elevate connection. He’s here because somebody has to ask the question: “What is the algorithm for authenticity?” His work often sits at the intersection of strategy and creative execution, translating business needs into brand narratives that stick. He’s partnered with brands like Procter & Gamble, Folgers, Sears, Anthem Blue Cross & Blue Shield, the Omnicom Group —even The Wright Brothers (well, their legacy at least — we don’t know if Orville and Wilbur were big on digital). Tom brings the kind of strategic versatility that only comes from designing for NASA, selling meatloaf sandwiches, and still being someone in the room who can listen and explain why your brand isn’t vibing like it should. Expect insights, straight talk, and the occasional raised eyebrow. Connect with Tom on LinkedIn.
SPONSORSHIP/PARTNERSHIP OPPORTUNITIES
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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!
