Organizational Structures for a Digital World, presented by mdg in cooperation with ECEF/Lippman Connects
Tuesday, May 28 | 3:30 to 5 p.m.
JW Marriott
Washington, DC

Session Description:
The digital revolution is fundamentally changing the way associations and for-profit event organizers operate, making collaboration, experimentation, nimbleness and continuous improvement critical—especially within a marketing department. Attend this power-packed panel to learn why “agile” is the new name of the event-marketing game, and how the usage of data and testing to see what’s working in real time can significantly increase attendance at your next event. You’ll discover that sprint planning, scrums, iteration reviews, performance modeling and stand-up meetings are more than just sexy buzzwords—they are transformational concepts changing the reality of event marketing. You’ll leave with ideas on how to appropriately adapt your organizational systems, processes, technologies and structure to improve predictability, reaction speed and overall return on investment.

register now

Please note: ECEF attendance (including the Welcome Reception) requires a separate registration.


Marc Blumer
Customer Journey Architect, mdg

Marc teams with account strategists to orchestrate and integrate the efforts of the digital, web and data teams into marketing programs fully aligned with the customer journey – especially those within complex industries. Included within Marc’s previous client engagements are lead attendee strategist roles for CONEXPO-CON/AGG and PACK EXPO, lead marketing automation strategist for Dow Corning as well as serving on outside agency’s strategic leadership team in building the three-year marketing strategic roadmap for Indorama Ventures in late 2017.


kristen ferrer

Kristen Ferrer
Director of Digital, mdg

As a strategic marketing leader, Kristen focuses on marketing operations and digital campaign/program optimization. She is known for creating data-driven strategies that guide organizations through digital transformation and achieve organizational goals. Her favorite projects include digital acquisition through organic search, paid search and social, as well as email, user experience design and data analytics. Since 2000, Kristen has been creating exceptional digital experiences for organizations of all types, including K–12 and higher education, tech companies, professional services and consumer goods. Her experience ranges from working with non-profits and associations to startups and established for-profit companies of all sizes.


chris strong

Chris Strong
Senior Vice President of Conventions and Membership, National Business Aviation Association

As NBAA’s senior vice president, conventions and membership, Chris Strong is responsible for all aspects of planning, implementation and promotion of NBAA’s annual Business Aviation Convention & Exhibition (BACE) in the United States, as well as NBAA’s international shows in Europe (EBACE) and Asia (ABACE). Chris has two decades of trade association experience, including marketing strategy and implementation, acquisition and retention of members, membership database management, member services, brand strategy and collateral revenue programs.


Bob McLean
Executive Vice President, PPAI

Bob is Promotional Product Association International’s (PPAI) executive vice president. He was hired in June 2008 as its CFO and is responsible for Finance & Administration, Information Technology and the Promotional Products Education Foundation.  In October 2011, Bob was promoted to EVP and now also has the responsibility for the Membership and Tradeshow departments.  Before joining PPAI, Bob served in the for-profit world and held COO and CFO positions with large public and private companies.  Bob received his BS in Accounting from Drexel University and his MBA in Finance from the University of Miami.




kimberly hardcastle-geddes

Kimberly Hardcastle
President, mdg

Kimberly Hardcastle-Geddes is president and chief marketing strategist at mdg, a 110+-person agency with offices in Southern California, Chicago and Washington, D.C. Specializing in event and association marketing, mdg brings together marketing researchers and strategists, digital specialists, data experts and a robust creative team to provide complete marketing solutions that help clients achieve their objectives. Kimberly is a CEM faculty member, a Krakoff Leaders Institute alumna, a columnist in PCMA magazine, a presenter of industry seminars on strategic planning and, most importantly, an integral collaborator for several prominent event clients across in the country.

register now

Please note: ECEF attendance (including the Welcome Reception) requires a separate registration.