Transforming Marketing from Cost Center to Revenue Driver

RampUp 2023 Session

Speakers

Matt Lawler

Senior Director, Digital Media, Global Partnerships, AEG Worldwide

Mr. Cameron Alverson

Senior Director, Media & Analytics, Living Spaces

Louise Cotterill

Global Senior Director, Intelligence & Insight, Kellogg

Zephan Fischi

VP, Strategic Accounts, LiveRamp

Matt Lawler

Senior Director, Digital Media, Global Partnerships, AEG Worldwide

Matt Lawler is the senior director of digital media for the Global Partnerships division of AEG, the world’s leading sports and live entertainment company. Acting as an internal agency for AEG, Global Partnerships oversees worldwide sponsorship sales and activation for over 130 world-class platforms across five continents and numerous other assets, including venues, sports franchises, events, tours, festivals and digital content among other AEG holdings. Within AEG Global Partnerships, the company’s most profitable division, Matt is responsible for the execution of strategic digital media initiatives. He works closely with strategy and analytics teams across AEG’s venues, sports teams, music and live events, and media businesses to ensure that Global Partnerships sales and activation teams are using AEG’s technology-based inventory to drive and enhance value for all partners. Matt attended the University of Pennsylvania where he was a member of the Penn Quakers basketball team and achieved a Bachelor of Arts degree in philosophy, political science, and economics. He also holds an MBA from the University of Southern California. Lawler’s most important job to date is being a husband to wife, Hannah, and a father to his two young children, Penelope (7) and Phoenix (4).

Mr. Cameron Alverson

Senior Director, Media & Analytics, Living Spaces

Cameron runs the team responsible for paid media and performance analytics at Living Spaces Furniture. Leveraging consumer research and behavioral data, his team pieces together the consumer journey.

He got his start as a digital analyst almost 20 years ago. His background is primarily in marketing analytics, with stints at agencies and brands, which has given him exposure to a wide variety of industries and analytical puzzles.

He most enjoys using data to tell stories that influence decisions. He is surprised people still care that he graduated from college when he was 18. He is also a champion s’mores maker.

Louise Cotterill

Global Senior Director, Intelligence & Insight, Kellogg

Lu Cotterill is the Global Senior Director of Intelligence and Insight at the Kellogg Company. She is responsible for defining and designing scalable advance analytic marketing use cases that create more personalized and inclusive experiences for Kellogg consumers and customers. Her career has taken her across the globe, from the UK to Europe to the USA, working with brands to harness the power of data to drive business insights, powerful creative and granular measurement, relentlessly pursuing the dream of delivering the right message, at the right time to the right audience. During her carreer at Kellogg, Lu has worked across most brands in the portfolio, including Special K, Krave, and Pringles. Before her global role, she worked leading the experience planning for the natural and organic brands Kashi, BVear Naked, and Pure Organic. Prior to Kellogg, Louise was the Global Digital Account Director for the Nestle / Gneral Mills partnerhsip, leading digital programs across Europe and Latin America.

Zephan Fischi

VP, Strategic Accounts, LiveRamp

Zephan Fischl is the VP, Strategic Accounts at LiveRamp where he leads the Commercial Teams supporting many of LiveRamp’s Fortune 100 customers. Prior to his current role, he led teams at Salesforce and spent 15+ years building and scaling early-stage startups in the mar-tech and ad-tech categories.