Marketers Helping Marketers, The Spring 2014 AMADC Mentor Program
Mentoring is a powerful device that helps rising marketers (protégés) develop new insights into the profession. This program is designed to provide entry-level and mid-level marketing professionals, with an average of 5 years experience, with an opportunity to gain valuable career guidance and a framework for career planning through a one-on-one partnership with a seasoned professional.
Calling all Mentors:
Everyone who has been through this program raves about how rewarding it was and how much they longed for a mentor early in their careers. By committing four evenings over four weeks, you learn how to be amentor, expand your network with 20 other executive level marketers,and learn a few things from leading practitioners from the field.
There is no fee to be a mentor.
Wednesday, May 7 (6:30-8:30pm)
Tuesday, May 13 (6:30-8:30pm)
Tuesday, May 20 (6:30-8:30pm)
Tuesday, May 27 (6:30-8:30pm)
Location and Cost:
Pepco Edison Place Gallery
702 Eighth Street, NW
Washington, DC 20068
Located near the Gallery Pl-Chinatown Metro
Fees for Protégés:
AMADC Members: $85
Student Members: $50
About the Speakers:
May 7th Opening Speaker:
Brian Rutter, Director of Marketing NACS
Rutter is presently Director of Marketing at NACS – The Association for Convenience and Fuel Retailing in Alexandria, Virginia. There, he and his team are responsible for all aspects of marketing, including branding, social and traditional media, and demand generation for the association’s programs, events, products, and services.
Professionally, Rutter has served as Senior Manager with Deloitte Consulting, where he served client organizations by developing and executing strategic communications and marketing plans. Rutter earlier held a number of marketing and public-facing communications leadership positions with Delta Air Lines, Inc., including Director, Sales and Marketing, Director for Brand Performance & Identity; General Manager, International Marketing; and General Manager, Direct Marketing Strategy.
Rutter graduated from Franklin & Marshall College, Lancaster, Pennsylvania with a B.A. in Business Administration. He also holds an MBA from Emory University’s Goizueta School of Business. He currently serves on the Franklin & Marshall College Alumni Board and is President of the American Marketing Association – Washington, DC chapter (AMADC).
Brian Rutter's Presentation Topic: "Mentorship: Making Careers Soar"
- Introduce mentor and protégé concepts
- Why Mentoring is so important
- Different types of Mentor Relationships
- On being an effective mentor
- On being an effective protégé
- Optimal Framework and Leveraging It
Susie Aubuchon, Senior Vice President, Client Services
Susie Aubuchon is an accomplished professional with expertise in sales and marketing in the telecommunications industry. Susie is primarily responsible for all post sale account, project, client, and IMM activity. In this capacity, she provides and manages projects to ensure successful relationships with both our clients and our IMMs. Susie also oversees McKinley’s marketing functions, including all communication and brand initiatives. She joined McKinley in January of 2005, as a Director of Business Development, where she was responsible for developing the telecommunications and technology markets.
Prior to joining McKinley, Susie worked in the telecommunication industry with MCI and XO Communications where she built channel support programs for emerging sales organizations.
Debra Abell, Recruiting Manager, McKinley Marketing Partners
Debra Abell is a recruiting connoisseur with over 15 years of experience in the staffing industry. She has held numerous roles within the industry from recruiting to business development and account management. This experience gives her the ability to successfully match a candidate’s skills and background with a client’s hiring need. At McKinley, she leads the recruiting and screening efforts of marketing professionals for interim and direct hire opportunities in multiple markets. She believes that building a strong rapport with candidates is the key to being a successful recruiter.
Prior to joining McKinley, she worked for Aquent focusing on account management and recruiting for design, Web, and IT professionals. Debra has a BS degree in Business Management from George Mason University.
Susie Aubuchon and Debra Abell's Presentation Topic: "Job Search Best Practices for Marketers"
McKinley Marketing Partners is a premier provider of marketing professionals specializing in communications, product marketing, project management, digital marketing, and market research and analysis on an interim, interim-to-hire, and direct hire basis for Fortune 500 firms, small and medium-sized businesses, non-profits, and trade associations.
McKinley Marketing Partners will share experiences and insights based on 19 years in the staffing industry. McKinley’s unique position provides us with expertise in the hiring marketing professionals for project work and direct hire opportunities. We will share what we have learned about individual branding, creating a professional resume, interviewing best practices, networking, and developing a target list of potential employers. We will also discuss the working relationship with recruiting firms, who you actually work for, exclusivity, and any associated fees.
What to expect when working with recruiters and staffing agencies
- Exploring independent contracting and direct hire opportunities
- Building a personal brand
- Leverage your professional network
- Create a target list of employers
- Making first impressions with your resume
- How to ace the interview
Anthony Shop, Chief Strategy Officer & Co-Founder, Social Driver
Anthony Shop co-founded Social Driver, an award-winning digital innovation agency that delivers creative solutions at the intersection of marketing and technology. Under Anthony's leadership as Chief Strategy Officer, Social Driver was named the 7th fastest growing agency in the United States by The Agency 100 and one of DC's Coolest Companies by InTheCapital. The members of the National Press Club recently elected Anthony to the Board of Governors. He founded the "Get It Online" digital media series for the Club, which is the world's leading professional organization for journalists and communications professionals. The BBC, Washington Business Journal and other leading media sources have called upon Anthony for his expert opinions on the fast-changing world of digital media.
Anthony Shop's Presentation topic "People are the New Channel":
In the 20th century, marketing campaigns focused on broadcasting content through a handful of powerful channels. In the 21st century, the media landscape is fragmented and people choose what content to consume themselves. Successful marketing campaigns embrace this new reality. Social media do not constitute new communication channels. People themselves are the channel.
The companies that successfully leverage new tools and technologies to activate people have three things in common. They put people at the center of their campaigns and help them write their real-time autobiographies. They innovate, rather than replicate what their competitors are doing. And finally, they embrace today's culture and align their organizations with it.
- How marketing has shifted from brand-centric to customer-centric, with specific examples of putting people at the center
- How to avoid replicating competitors, but instead, harness other successes for inspiration, and then align them with your company, your workforce and your customer
- How to incorporate aspects of "21st century culture" into your new marketing project or campaign
David Almacy, Senior Vice President, Digital Media, Edelman Public Relations
David Almacy is a senior vice president in Edelman’s Washington, DC office with over 15 years of experience at the intersection of government, media, public relations, marketing, politics and digital communications.
Prior to joining Edelman, David was the White House Internet and E-Communications director under President George W. Bush. In that role, he managed online communications strategy, served as an official spokesman for Internet press and bloggers and acted as a liaison to the federal government Web manager community. He was also the primary owner of the White House website (WhiteHouse.gov) and spearheaded its comprehensive redesign in March 2007.
In 2007, David was named as one of PRWeek‘s Top 40 Under 40. In May 2009, Washingtonian Magazine listed David among the Top 100 Tech Titans in Washington, DC.
Currently, David is an adjunct faculty member in Georgetown University’s Public Relations and Corporate Communications Master’s Program where he lectures on the evolving influence of the Internet and social media in government, politics, issue advocacy and corporate brand reputation.
Additional background and experience includes stints with the Republican National Committee, Phi Delta Theta Fraternity, Washington Business Journal, C-SPAN, GovTech Solutions and the U.S. Department of Education.
David Almacy's Presentation Topic: "Building Community in the Digital Age: Leveraging Online Tools for Better Engagement"
Driven by technological advances and the growth of social networks, media consumption habits are constantly changing. This is challenging the foundation of traditional communication tactics and information sharing in both the public and private sectors and organizations are forced to embrace and experiment with new ways to deliver content and relevant news.
Mobile handheld devices, online properties and social media outlets such as Facebook, Twitter, YouTube and Instagram enable organizations, consumers, media, bloggers, public officials, candidates and others to publish and share content within owned properties and among personal social circles, thus credibly extending messages. In addition, online community building provides an opportunity to host and engage in relevant conversations and drive action among core audiences, key stakeholders and other interested participants.
During this session, David will discuss the evolution of White House and political communications, assess the current digital landscape, provide a general overview of latest social media tools and online networks, address potential pitfalls and challenges when engaging online, discuss digital strategy best practices and profile relevant case studies.
- Evolution of White House and political communications
- Assess the current digital landscape
- General overview of latest social media tools and online networks
- Potential pitfalls and challenges when engaging online
- Discuss digital strategy best practices and profile relevant case studies
- Communication tactics and information sharing in both the public and private sectors and organizations