In this session...
Modern consumer expectations don't wait for enterprise transformation timelines. While traditional change management moves in years and quarters, cultural shifts happen in weeks and hours, creating an unprecedented challenge for today's most iconic brands. A conversation with marketing executives from Alaska Airlines, General Motors, Brooks Running, and goop, all of whom are rewriting the playbook for enterprise transformation in the AI era.
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Launching new brands and new categories, global expansion, historic mergers, and reinventing everything from the travel loyalty program to the automobile, these leaders aren't just responding to change. They're steering their brands through multiple "once-in-a-generation" strategic pivots simultaneously at a speed and scope that would have been unimaginable just years ago.
They'll share the real-world frameworks they use for leading transformation when traditional timelines don't apply: how they structure decision-making for speed without sacrificing quality, the data and performance metrics that guide billion-dollar strategic bets, their approaches to change management that keep teams aligned during massive shifts, and the methods they use to accelerate innovation while protecting brand authenticity. This is practical insight from executives currently navigating some of the most significant transformations in their industries.
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What You'll Learn from This Session...
- Real-world examples of managing "once-in-a-generation" pivots from leaders navigating several simultaneously
- The operating frameworks these leaders use to enable their campaign and content teams to move fast enough to capitalize on moments that matter, while avoiding unnecessary distractions
- The marketing data and performance metrics they rely on to keep them focused
- Their approach to accelerating change without sacrificing brand equity
- How to keep your head straight and team empowered in the AI era
