Session leaders

Prominent branding and marketing experts. The Keynote Presentation will be delivered by Clent Richardson, CMO of TiVo. Our Session Leaders consist of senior level, highly respected branding professionals, representing some of the most respected brands in technology - including Adobe, Electronic Arts, eBay, Dell, HP, TiVo and Zune.

Session 2: Extending brands in new digital media. How to take advantage of mobile marketing?

As Vice President of Mobile Content, Joan Delfino shapes Adobe's strategy to drive adoption of its mobile solutions through partnerships with media companies and content providers.  Delfino’s marketing experience spans a 20-year career at Adobe. Prior to her role in mobile, Delfino was Adobe's Vice President of Brand Marketing where she established and led the company’s award-winning integrated marketing communications and global campaign strategy.  Before joining Adobe, she held communications management positions at ASK Computer Systems and Atari Inc.

Throughout her career, Delfino has led teams of marketing professionals to transform content and communications into innovative experiences that engage customers and build brand loyalty.  She has been a mentor in the Women Unlimited program and she received the 2007 YWCA’s Tribute to Women (TWIN) award in recognition of her executive leadership at Adobe.  Delfino holds bachelors’ degrees in French and sociology from Hunter College, NY and a master’s degree in sociology from Fordham University, NY.
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Session 10: How do brands penetrate emerging markets? What about China and the rest of Asia?

Michael Tatelman joined Dell in August 2007, as Vice President of the Global Consumer Sales & Marketing organization. He is responsible for the global management of our Direct Consumer Sales organizations, Online sales capabilities, Consumer Marketing efforts, and third-party Retail alliances. Michael and his team are committed to delivering amazing experiences to customers around the world.

Before joining Dell, Michael served as Corporate Vice President and President for Motorola’s Mobile Devices business in the Asia Pacific region. There his primary focus was on building a world class retail sales and distribution team, modernizing the channel structure, and strengthening the brand through focused marketing communications and public relations activities.

Prior to his role overseeing sales of Motorola mobile devices throughout the Asia-Pacific region, Michael was Corporate Vice President and General Manager for Mobile Devices North Asia, successfully leading sales and marketing efforts for Motorola handsets and accessories in the highly competitive markets of Greater China, Korea, and Japan. Before coming to Asia in 2005, Michael was Vice President and General Manager for the MotoPro Product Group, part of Motorola's Personal Devices business, where he was responsible for the launch, development, and management of Motorola’s portfolio of mobile devices. Michael joined the MotoPro team after serving as Vice President and Global Account Director for Verizon and Account Vice President for Alltel and Radio Shack, roles where he helped establish the deep relationships that enabled Motorola to establish market leadership in the US in 2002. Michael joined Motorola in 2001, and previously served in executive sales and marketing positions with several other software ventures, Seagate Software Inc., and Comdisco, Inc.
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Session 8: Brand Overload: How do you get them to choose you?

Kevin McSpadden is Senior Director of Brand Marketing for the eBay Brand and eBay Sub-Brands. McSpadden has worn several marketing hats since joining eBay in November 2001; of note, Kevin lead development of a patented promotions tool for eBay, the marketing communication in the merge between eBay and PayPal, and most recently challenged folks to “shop victoriously”. For the past four years, McSpadden has had the privilege to lead eBay’s brand strategy and marketing campaigns, as well as Brand Management and Licensing. Kevin and his team manage the eBay partnership with BBDO Advertising/OMD Media Agencies and Creative Artist Agency.

After graduating from SMU in Dallas, Texas, McSpadden started his career as an account service guy (read: “suit”) at Termerlin McClain. Seventeen years, two agencies, jumping to client-side and two start-ups later, Kevin is an energetic veteran in brand marketing, advertising and e-commerce, having worked on familiar and iconic brands such as Levi’s, American Airlines, JCPenney, Hunt-Wesson Foods, and the world’s online marketplace-eBay.
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Session 7: Co-Creation: What do customers know and why should brands listen?

Rod Swanson joined Electronic Arts in 1992 to provide management and direction to a rapidly expanding group of traditional artists being assimilated into a culture of engineers.

During this time he lead several World Wide Artist Conferences within Electronic Art's development community to build the diverse creative teams required for the creation of interactive entertainment.

Rod spent over seven years within EA's development studios and went on to manage the production and design of EA's STRIKE franchise, an intellectual property with multiple platinum titles.

Since 2000 Rod has worked within the publishing organization focused on integration the brand into and across EA's many franchises and sub-brands. Rod now serves as the global lead for EA brand management and continues to pursue his passion for building creative teams.

Before joining EA, Rod's diverse background included experience as a creative director and executive in broadcast design, multimedia production and on-line services.
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Session 1: How green is your brand? And, why should I care?

Responsible for driving advertising, media relations and marketing services.

Prior to joining HP, David was Vice President of Corporate and International Marketing at NVIDIA. He also held a number of different marketing leadership roles at Apple computer in Europe, Asia Pacific and the USA. His last apple role was vice president of worldwide advertising and brand marketing.

David is the recent recipient of the Creativity 50 award to honor those most influential creatives in the year 2006 for the work he’s done spearheading the HP advertising and marketing campaign. HP has also won the Advertising Age Campaign of the Year award based on the success of HP’s The Computer is Personal Again campaign.

David graduated in Architecture and Industrial design from the Queensland University of Technology (Australia) after starting his architectural studies at the Polytechnic of Torino (Italy). He also pursued executive MBA studies at INSEAD in Paris.
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Session 5: Co-Branding / Co-Marketing: Plenty of opportunities and many pitfalls.

Jennifer has worked at Intel for over 7 years during which time she has played a variety of roles within Intel's complex brand and marketing structure. Currently she is the Corporate Brand Identity Senior Manager and Creative Lead, and in this role she is responsible for expressing the brand persona and the long term brand vision of the $32 billion Intel brand through design. Jennifer provides strategic and creative leadership to the internal teams and agencies tasked with evolving the Intel brand identity in a manner that is fresh, bold, and differentiated.

Additionally, Jennifer is a key strategic consultant on the creative executions used for co-branding and co-marketing communication programs worldwide. In this role, she helps arrive at the delicate strategic balance required to meet the marketing objectives of the programs while creating additional value for the brands involved.

In 2005 Jennifer lead the Brand Identity team responsible for the strategic thinking and the design execution of Intel's corporate brand refresh. This major overhaul of the Intel corporate brand resulted in development of a new corporate logo for Intel (the Intel logo had not been updated for 37 years), and a comprehensive new brand identity framework that has completely transformed the visual style and tone of the world's largest semiconductor company.

Prior to her career at Intel, Jennifer was a serial entrepreneur focusing on the fashion and skin care industries. Her credits include starting a number of boutique clothing stores offering upscale women's apparel, as well as co-founding one of the very first mineral make-up companies.
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Session 3: Are tech brands ready to invade the living room?

As Vice President of Marketing at TiVo, Tony leads both Consumer and Partner marketing efforts. He has over twenty years of technology marketing, strategy, and business development experience in consumer electronics, software and services. Before joining TiVo, Tony headed up his own consulting company which focused on Solutions Marketing. Among his major clients were Hewlett Packard, CompUSA, and TiVo. Tony began his executive career holding positions as VP Global Strategic Marketing for Nortel and VP Platform Services for AOL.

Prior to this, Tony spent over twelve years working at Apple, in both Europe and the US, in a number of sales, marketing, and developer relations roles culminating as the Senior Director of Worldwide Solutions Marketing where he delivered solution-focused programs for all of Apple’s key customer segments worldwide. Tony began his career as a research scientist with Plessey in the UK. He holds a B.A. in Physics from Oxford University.
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Session 6: Brands as facilitators – Ways to engage in two way conversations.

Nicolas Chavez, senior director of brand marketing, leads global strategy and development of 360° advertising campaigns, as well as overall media planning and buying for Yahoo!. Under Chavez's leadership, his team was responsible for several high-profile advertising and promotional campaigns for Yahoo!, most recently the "Be a Better _____!" brand refresh, the re-launch of Yahoo.com, and the award-winning Yahoo! Answers "Ask the Planet 2006" campaign.

Prior to his current role, Chavez led the Yahoo! Search marketing team during the development and deployment of Yahoo!'s proprietary, in-house search technology platform. Chavez was also responsible for managing subscriber acquisition and migration for the landmark SBC Yahoo! DSL partnership. As a result, Chavez was awarded the highest employee honor for his contributions to the partnership, the Yahoo! Super Star Award. Before joining Yahoo!, Chavez worked in client service for the Leo Burnett Company in Chicago, IL, managing clients such as Pillsbury, Tribune Interactive, and a portfolio of small technology brands.

Chavez graduated cum laude from Harvard University with a bachelor's degree in government.
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Session 4: Challenger brands: The David and Goliath story.

Scott Erickson is senior director of product management for Zune®, Microsoft Corp.’s digital music and entertainment brand. He prefers to spend his time seeing live music at some of Seattle’s notable concert venues, but is equally excited about working on future generations of Zune devices, software and marketing programs. Erickson helped to launch Zune in November 2006, and has helped to develop the user experience for the project through his technical expertise and previous consumer technology projects. Erickson splits his time among product planning, product research and product marketing.

Erickson joined the Zune team after six years with Microsoft’s Macintosh Business Unit (Mac BU), and more than 10 years with Microsoft in all. With Mac BU, Erickson helped realize the company’s vision for Macintosh products, and was responsible for the global marketing effort for the award-winning Microsoft® Office for Mac productivity suite, Virtual PC for Mac and Microsoft Messenger for Mac. Before joining the Mac BU in 2000, he served as a marketing manager for Microsoft’s Operations Division, where he was instrumental in positioning Microsoft as the company of choice for potential employees.

Erickson holds a bachelor of arts in international business and French from the University of Puget Sound.
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