2016 Annual Conference

Loews Sapphire Falls Resort
6601 Adventure Way, Orlando, FL 32819
10/5/2016 12:00 PM - 10/7/2016 3:30 PM
Register before 9/7/2016 11:59 PM for early registration fee


As a go to resource The American Marketing Association has the knowledge, training and tools at our fingertips and we want to bring it to you at AMA’s 2016 Annual Conference. Join us along with more than 500 other marketers for a true meeting of the marketing minds. 

This is your chance to come together to an important marketing destination that is rich in content, insights and innovation. Maybe you are looking to learn about current and future marketing industry trends or insights, innovations and analytics? Whether B2B or a B2C the marketing information you seek can be found at this conference along with the opportunity for you to interact with the best marketing minds in the industry.  This is the right destination and your trip will be memorable and well worth the travels.

We are thrilled the following keynote speakers will be joining us:

Linda Boff, CMO, GE
Presentation: Marketing Through Transformation

Jim Lecinski, Vice President, Integrated Sales and Chief ZMOT Evangelist for Google
Winning in the New Normal: The Five Key Questions Marketers Should Be Asking Now​

and BV Pradeep, VP, CMI Global Markets, Unilever

The Annual Conference program will also include the following marketing leaders as exciting speakers:

Aquire new tools: Augment your conference learning by participating in a pre-conference workshop on Wednesday, October 5th. 

Topics include: Bring Movie Storytelling Techniques to your ProjectDriving Relevance, Reach and Resonance of Insight Through CurationWrite a Marketing Plan In Three Hours, Brand Strategy and more. These sessions are optional and additional to the conference registration fee.  

Get inspired and Take Action: With engaging presentations and actionable takeaways, the 2016 Annual Conference is here to inspire you and make you a better marketing professional. 

Grow Your Network: By immersing yourself in a dynamic community of your marketing peers, you will connect, share and learn with others who share the same business goals and challenges as yourself. With informal networking breaks, meals, receptions and access to your marketing peers it's a fantastic opportunity to grow your network.

WiFi & Work Time: The meeting space will include free Wifi and plenty of breaks throughout the day so you're free to keep up with what's happening at the office.

​The AMA. The One Community Essential for Marketers.

All cancellations and requests for refunds must be submitted to the AMA via email at kmoran@ama.org. Cancellations received prior September 7, 2016 will receive a refund minus a $150 early cancellation fee. Cancellations received on/after September 7, 2016 will receive a refund minus a $300 late cancellation fee. 

Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to info@ama.org at least two weeks prior to the event start date.

No refunds will be given as of September 21.

A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company.

Conference Photo Policy
Registrants of AMA Events agree to allow AMA and its official photographer to photograph them in the context of the conference. Footage captured by the official AMA photographer may be used in future print and electronic promotional and archival materials. 

For questions or concerns, please call 800.262.1150 or email info@ama.org.

Please note: Any hotel room booked outside the AMA negotiated block of rooms will not be reimbursed for expenses, including the need to cancel the event

More agenda information will be available soon! In the meantime you'll find the schedule at-a-glance and speaker list below.


Wednesday October 5, 2016

Wednesday's conference program will be comprised of optional workshops sessions. These sessions are additional to the conference registration fee. More sessions coming!

12:00 PM - 2:00 PM - 

2:30 PM - 5:30 PM

Thursday October 6, 2016

  • Breakfast, lunch and breaks will be provided throughout the day!
  • Full day of sessions including two keynote speakers and concurrent sessions
  • Evening Reception
Friday October 7, 2016

  • Breakfast, lunch and breaks will be provided throughout the day!
  • Full day of sessions including two keynote speakers and concurrent sessions.
  • The day will conclude at approximately 3pm.


We are thrilled the following keynote speakers will be joining us:

The Annual Conference program will also include the following exciting speakers:

Lauri Baker, SVP, Sales and Marketing, Odyssey
How do millennials actually want to be marketed to? They’re savvy. They live in social. And they consider all advertising an extension of a brand’s voice. Join Lauri Baker, SVP of Sales and Marketing at Odyssey, a social content platform, as she leads an interactive discussion on how marketers need to shift their focus from reach to relevance when it comes to marketing to this highly-influential millennial demographic. 

Linda Boff, CMO, GE
At 124 years old, the one constant GE counts on is change. As GE evolves into the world's leading Digital Industrial company – connecting machines in every industry with industrial-strength strength -- it faces new challenges of how to market transformation. Join Linda Boff, GE's Chief Marketing Officer, as she outlines the key pillars guiding GE's most creative work and how GE constantly evolves its storytelling.

Meghan Coles, Brand Strategy Lead, LinkedIn
Marketing as a discipline has changed dramatically over the past 10 years, and the pace of change continues to accelerate.  Marketers today need to not only keep pace with the change as a practitioner, but also to develop talent, capabilities, and ultimately to impact business growth and customer loyalty. Join Meghan as she brings insights from inside Silicon Valley and beyond to discuss if today's marketing organization requires a complete revolution or if yesterday's fundamentals still succeed.

Frank Cowell, President, Elevator Agency
What the business of gold mining can teach you about how to systematically (and profitably!) generate inbound leads for your organization.

There's lots of talk about inbound lead generation through marketing automation these days. There's some really cool stuff happening, but the problem is that we're getting very distracted by all of the "shiny objects" at our disposal. As a result, there's a lot of jumping around from tactic to tactic with little to show for it.

In this presentation, Internet marketing veteran, Frank Cowell, shares what the business of gold mining can teach you about how to systematically and profitably generate leads and customer opportunities, and cure ""shiny object syndrome"" once and for all. Frank will be teaching you the seven stages of setting up, operating, and growing a lead generation program that consistently produces results.

Ash ElDifrawi, Chief Commercial Officer, Gogo 
Throughout his marketing roles at Google, Wrigley and Gogo, Ash ElDifrawi has witnessed first-hand why mastering the customer experience in business matters. What does a good customer experience look like and how do you get there? How do you measure the success of improving the customer experience?  Join Ash to discuss how improving the customer experience leads to success and how your company can continuously improve their customer experience.

Disruptive Innovation:  Changing The Direction Of A Category With Coca-Cola Freestyle…A Few Lessons Learned.
Chris Hellmann, Global Vice President and General Manager, Coca-Cola Freestyle Division
Consumers expect businesses that serve them to keep up – from customer service to communication to personalized offers based on what they like.  The Coca-Cola Freestyle dispensing system was introduced to the fountain/foodservice business in 2010 with a radical approach to beverage customization, branding and connectivity.  This innovative dispenser completely changed how fountain beverages are made, delivered and marketed. Chris Hellmann, the Global VP and GM responsible for The Coca-Cola Freestyle Division discusses lessons learned through the development and execution of this disruptive innovation in today’s market place.   

Neal Hoffman, Creator, Mensch on a Bench
Session will feature the story and lessons of creating an emotional connection to your consumer,  building a brand around authenticity, creating a breakthrough PR story and a behind the scenes look at Shark Tank.   There will be plenty of time allocated for Q&A to allow for discussion.

Andy Lausch, Senior Director, Analytics & Insights, CDW
The world of marketing is quickly moving from one dominated by qualitative opinion to one driven by quantitative fact.  Further, business leaders are demanding increased relevance and ROI from the marketing function.  
In this evolving world it is imperative that marketers of the future effectively take the ingredients of modern marketing – art and science – and combine them to create, hone, and effectively communicate, simple yet impactful insights to key stakeholders.  This, of course, is in addition to providing timely and context-specific marketing that is relevant and valuable to internal stakeholders (i.e., Sales) and external customers alike.
Learn how one salesman-turned-marketer is evolving in his role from “mad man” to “math man,” and how you can leverage some of his firm’s “lessons learned” in your organization.

Jim Lecinski, Vice President, Integrated Sales and Chief ZMOT Evangelist, Google
As the consumers continue to become more and more connected, their use of digital is changing the way they make buying decisions, and marketers need to change the way they build and grow their brands.  In this "New Normal" there are five key questions that will help marketers be more successful.  This session will share those questions along with practical examples and tips that marketers can take away to act on now.

April Leonard, Director of Marketing, Topgolf
How do you take what might appear to be a stodgy product and turn it into one of the hottest brands around?  The formula includes a healthy dose of consumer insight coupled with creativity and the willingness to take risks.  Join April Leonard, Director of Marketing for Topgolf as she discusses how to take a traditional sport and make it digital.  Her talk will explain how Topgolf is taking the game of golf into the digital arena through game play, its marketing and untraditional media.

Autumn McDonald, Senior Director Global Consumer Insights, Hershey Company
This session will cover a holistic approach to consumer segmentation and how it can be used to drive towards breakthroughs in portfolio management and consumer relevance.

Gail Moody-Byrd, Senior Director, Head of Digital Governance, Performance & Optimization, SAP
As social media matures beyond a top of the funnel marketing tactic to a primary channel for advertising dollars and demand gen, it’s critical that its impact be measured. Yet agreement on what metrics matter most and how to calculate them are as irresolute as ever. The tools for measurement, while better, leave much to be desired.

Hear how SAP and it’s seasoned team of digital marketers established metrics and used tools to measure the ROI on their extensive social media presence. How did they determine what follower actions were the best indicators of interest? How did they capture the data? How are results visualized and delivered? This is sure to be a lively discussion about one of the most controversial topics in growth marketing today.

Lori Ulanoff, Manager, Digital Center of Excellence, WhiteWave Foods
How do you break through the clutter to connect with your most valuable consumers in a meaningful way in today's ever changing, omni-channel world? Discover 5 key principles to engage, activate and retain your most passionate fans across online and offline channels to amplify your brand and drive results.


Publish or Perish: driving relevance, reach and resonance of insight through curation.
Richard Scionti, Partner, Technology & Analytics Practice Lead, Cambiar, LLC
In market research, especially custom research,  we often obsess about the now of each project.  However, for marketers that project is one piece in a potential mosaic of consumer and market understanding.  How can you use concepts of data curation and technology to drive better lifetime value of data and actionability of insights?
You will leave this session with:
  • ​Principles of data curation to organize, annotate and stage data.  
  • Discover a range of tools for socializing insight.
  • Skills needed for curation.
Ted Frank, Principal, Backstories Studio
In this workshop, you’ll learn step-by-step how to turn your insights or strategy into a c-suite-ready story that will get you buy-in.
First you’ll learn about how to find the story in even complicated data and how to turn a boring slide into one that’s simple, powerful and visual.
Then we'll take it up a few notches and learn step-by-step how to turn a full project into a strategic story using techniques used in movies – movies that everyone loves. At each step, you’ll get a chance to apply these principles to your project.
Perfect for:  Those who present high- and mid-level presentations and do not want to do the same old PowerPoint deck.

Already registered on site? Please log in first in the upper right corner of the site before proceeding.

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Wednesday - 12:00 PM - 2:00 PM
Non-Members : $200.00
Members : $200.00
Wednesday - 2:30 PM - 5:30 PM
Non-Members : $300.00
Members : $300.00
Non-Members : $300.00
Members : $300.00
My Selected Tutorials:
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Base Price For The Event
Conference Location

Loews Sapphire Falls Resort
Opening Summer 2016
6601 Adventure Way 
Orlando, FL 32819 
Phone: +1.407.503.5000
Reservations: +1.866.360.7395 

$189.00 single/double occupancy 
$214.00 triple occupancy
$239.00 quad occupancy
(plus applicable state and local taxes, currently 12.5%. Taxes and fees are subject to change without notice) 

Rates are based on availability.
Please reserve your overnight accommodations early as there are a limited number of AMA special rates available.

Reserve a Room Now

Or call +1.866.360.7395 and ask for the American Marketing Association Annual Conference Group Room Block to make reservations.

The reservation cut-off date is September 5, 2016.
The AMA has negotiated special group rates for the Annual Conference. You must make your hotel reservations by September 5, 2016 and properly identify yourself to qualify for the special group rate (based on availability). After September 5, 2016, the rooms will be released for sale to the general public, and all reservations will be accepted on a space available basis at the hotel's available rate - not at the group rate. A credit card deposit in the amount of (1) one night’s room and tax for each confirmed room will be charged at time of booking. Cancellations made within 5 days prior to arrival and no-shows will forfeit the initial deposit. If you fail to arrive on your confirmed arrival date, your entire reservation will be cancelled and your credit card will be charged for (1) one night’s room and tax.

Check in time is 4:00 p.m., and check out is at 11:00 a.m. Anyone arriving earlier than 4:00 p.m. will be checked in as soon as a room(s) becomes available. Guests checking out early will be assessed a fee of $50.00 plus tax for early departure. Upon check in, guests will be asked to verify their departure date. At that time, scheduled departure dates may be altered.

Please note: Any hotel room booked outside the AMA negotiated block of rooms will not be reimbursed for expenses, including the need to cancel the event. 

Hotel Features, Services and Accommodations
Please visit Loews Sapphire Falls Resort for a full list of services and features. 

Area Attractions & Events
Please go to Visit Orlando for additional city information.

Conference Attire
Conference attire is business casual. Meeting rooms tend to be cool, so you may wish to bring a sweater/jacket.

The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting. 

AMA Travel Program

American Marketing Association has partnered with Delta to provide our attendees a 2% - 10% discount for the Annual Conference in Orlando, FL (MCO). The Delta Meeting Network discount is based on the booking class of your ticket.

Reservations and ticketing are available by visiting Delta 
or by calling Delta Meeting Network Reservations at +1.800.328.1111. When booking online, select Book A Trip, click on Advanced Search and enter the meeting event code: NMMY9 in the box provided on the Find Flights page.

Reservations may also be made by calling Delta Meeting reservations at +1.800.328.1111 Monday through Friday 7:00 a.m. - 7:00 p.m. CDT.
*Please note that a Direct Ticketing Charge will apply for booking by phone through the reservation number above.

Tower Travel Management
AMA's travel coordinator, Tower Travel Management, is available to assist with reservations. Call +1.800.542.9700 within the U.S. and Canada. Reservation lines are open Monday through Friday 7:00 a.m. - 7:00 p.m. CDT or, you may contact them via email at association@towertravel.com.

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees. They are dedicated to providing superior customer service and hassle-free travel arrangements. Please note that fees, restrictions and cancellation penalties will apply.

Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. Reserve a car now or call Alamo Rent A Car at +1.800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
Great Cars. Low Rates. Free Pick-up. 
When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve a car now.
Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental. And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. Enroll now
Reserve a car or call National Car Rental at +1.800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation. Go National. Go Like a Pro.

Directions to Universal Orlando Resorts
From Orlando International Airport: 
Take SR-528 West 11 miles to I-4 East 
Take I-4 East 2 miles to exit 75A 
Follow the signs to Universal Orlando's resort hotels. 

From I-4 Eastbound (Disney/Lake Buena Vista/Kiss
Take I-4 East to exit 75A 
Follow the signs to Universal Orlando's resort hotels 

From I-4 Westbound (Downtown Orlando): 
Take I-4 West to exit 74B 
Follow the signs to Universal Orlando's resort hotels

On-Site Transportation
Complimentary resort wide transportation includes shuttle buses and water taxis. Each hotel is also within walking distance to Universal Studios®, Islands of Adventure® and Universal CityWalk®. 

SeaWorld Orlando®, Aquatica™, & Wet 'n Wild® Transportation
There are complimentary scheduled buses available to transport guests to SeaWorld Orlando®, Aquatica™ and Wet 'n Wild®. Reservations are required for this service. Upon arrival, contact the concierge desk at the individual hotel to confirm transportation. 

Airport Transportation
Airport shuttle service is available for hotel guests arriving into Orlando International Airport through Mears Transportation. Reservations are required. Please contact Mears Transportation​ at +1.407.423.5566.
$21.00 one-way 
$33.00 roundtrip
Fares are subject to change without notice.

Taxis are readily available at the Orlando International Airport. The estimated taxi fare is approximately $50.00-$60.00 one-way.

Hotel Dining Shuttle
Complimentary shuttle service is provided for hotel guests traveling to each of the on-site hotel restaurants during limited hours. Call +1.407.503.DINE (3463) or visit the hotel concierge. 

ar Rental
Car rental available on-site. 

isney Transportation
Transportation to Walt Disney World® can be arranged through the Universal Ticket Desk (fees apply). 

Resort transportation is based on avail

Parking at the Hotel 
Overnight Guests
Self-Parking: $22.00 plus tax per night, per vehicle 
Valet Parking: $29.00 plus tax per night, per vehicle 

Day Guests
Self-Parking: $24.00 plus tax, per vehicle 
Valet Parking: $34.00 plus tax, per vehicle 

Rates are subject to change without notice.


Whether you’re looking for Thought Leadership positioning or you’re looking to expand your brand visibility, AMA Partners can choose from a wide variety of sponsorship levels & opportunities that include, but not limited to:

* Thought Leader Presenting Sessions     * Welcome or Network Receptions     

* Hotel Room Keycards                             * Breakfast, Refreshment Breaks or Luncheon

* Display Advertising in Event Program, Event Mobile App and much more!





AMA also offers customized partnership programs - for more information contact Lore Gil at lgil@ama.org or 312.542.9033.​

Become a Member
Access our innovative members-only resources and tools to further your marketing practice.

 Convince the Boss


Give your team the edge with sessions by industry lea​ders and experts, great networking opportunities and hands-on learning.

You'll find an editable letter to the boss here! (.PDF)


 Discounted Rates


Taking three or more team members to the AMA's 2016 Annual Conference?

Take advantage of our Group Price. Cost per person, regardless of AMA membership status, is $1,000. 

Contact AMA Customer Service - 800.262.1150 or info@ama.org - to register today!​

Too Busy? Join us for One Day!

We know you not everyone can be away for two days. If you can make it for one day, we want you there! Take advantage of our Day Rate and attend Thursday OR Friday for $600. 

Contact AMA Customer Service - 800.262.1150 or info@ama.org - to register!​​