September 12-14, 2023 | Le Méridien | Denver, CO
Exchange Day 3
8:00 am - 8:45 am
Networking Breakfast
8:45 am - 9:00 am
Chairperson’s Opening Remarks
9:00 am - 9:45 am
Opening Keynote | New Frontiers: Marketing in the Emerging Marijuana Market
Buck Dutton -
Vice President of Marketing,
Native Roots Colorado
Native Roots is one of Colorado's original adult-use cannabis companies and is currently the largest, privately held non-MSO in the state. As long as Native Roots has been in the business, their marketing must be tailored to help raise public awareness about a product that consumers have potentially negative preconceived notions of all while navigating a heavily regulated industry where traditional marketing initiatives are not always allowed. Buck Dutton, formerly of Procter & Gamble, will discuss Native Roots’ marketing strategy to address legal restrictions, regulations, brand recognition, and attitude barriers in a new, booming industry.
9:45 am - 10:30 am
Project Analysis | Use the Strengths of Nonprofits to Increase Effectiveness and Income
Nathan Measom -
Director of National Cause Marketing,
American Red Cross
Nonprofit marketers face numerous challenges, but you persist in finding innovative ways to adapt and improve your impact on society. In this session, Nathan will share how to reach new audiences while remaining authentic, staying within budget, and collaborating more effectively with your team.
10:30 am - 10:45 am
Networking Break
10:45 am - 11:30 am
Bona Fide Brand: Marketing Initiatives to Raise Public Awareness and Establish Brand Identity
Akshita Gupta -
Head of Marketing Analytics,
ConEdison
There are countless benefits of having a historical institution or legacy brand behind marketing efforts, but one area it could hurt is rebranding efforts. How does a legacy brand shift public brand perception or inform the public of new offerings? Join this panel of experts as they discuss tactics to expand the public consciousness of a brand through creative messaging and engagement, as well as methods to use data analysis to power this transformation.
11:30 am - 12:15 pm
Project Analysis | Breaking Barriers: What Role Can Digital Marketing Play?
Sunny Yarrish -
Director of Marketing,
Myriad Genetics
Digital marketing plays a crucial role in today’s business landscape. It encompasses various strategies and tactics to promote products or services through digital channels such as search engines, social media platforms, email, websites, and mobile apps. In this session, Sunny will discuss some key roles digital marketing can play to empower patients and physicians for shared decision making.
