Brand Innovators Challenger Brands

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Brand Innovators Challenger Brands





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From traditional challenger brands like Dr. Pepper, Taco Bell and Virgin America to a whole new generation of tech-driven startups–think Airbnb, Uber and Allbirds–challenger brands continue to disrupt the status quo, rapidly building new and formidable businesses while, in some cases, creating entirely new markets for their products. This Brand Innovators event inside Ancestry’s San Francisco headquarters will deconstruct what makes challenger brands click with consumers and why technology is a game-changer for companies trying desperately to stay ahead of the pack. We hope our Bay Area friends can join us on February 5.

To register for the all events associated with this multi-day event, click the register button above or scroll down to the registration form below. You can register for individual events on their respective pages.

Challenger Brands Take on the Fortune 500

Day 1

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Day 2

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Day 3

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Brandon Gutman, Co-Founder, Brand Innovators
Marc Sternberg, Co-Founder, Brand Innovators
David Teicher, Editor and Chief Content Officer, Brand Innovators
Annie Fei, Director of Content & Community, Brand Innovators

Event Chair: Jonathan Roman, Global Lead: Data and Technology, Ancestry


Panel Discussion: The Challenger Mentality

Listen as these innovative challenger, or direct to consumer, brands share their perspectives on the obstacles and successes they’ve experienced in today’s marketing landscape.

Heather Cutter, SVP Brand, Innovation, and Marketing, Harmless Harvest
Ben De Castro, VP of Marketing, Eargo
Amy Kepler, Marketing Director, Cruise
Jillian Scott, Senior Marketing Manager: Acquisition and Retention, Le Tote

Moderated by: James Heller, CEO, Wrapify


Fireside Chat

Caroline Sheu, Senior Vice President, North America Marketing, Ancestry

Moderated by: Ray Erickson, Director of Sales, Brand – US, Samsung Ads


Client Success Story

Kevin Page, Senior Manager, Media Strategy and Measurement, Chubbies Shorts

Moderated by: Catherine Reich, Director, Paid Search, Tinuiti


Networking Break


Fireside Chat

John Koller, VP, Global Marketing, Twitch


Panel Discussion: Creating Compelling Content & Personalization at Scale

The goal of every great piece of content marketing is to create an emotional connection with the consumer. In the world of DTC, these connections are fueled by impactful visual and social experiences, which in turn drive engagement, and engagement drives word of mouth and brand loyalty. Many brands are now embracing platforms like Tik Tok and Instagram, in addition to television and other forms of digital video to connect with their consumers in new and meaningful ways. In addition, digital media is empowering brands with a new form of storytelling. How are brands building these one-to-one consumer relationships by combining creative content with the right amount of personalization? What are the data strategies that will ensure you’re taking the right approach and messaging to the appropriate platforms with the consumers you actually want to target? Find out how cutting edge “challenger brands” are moving product with compelling content combined with personalization at scale.

Alivia Birdwell, Senior Manager, Global Marketing Creative Strategy – Performance Media, Ancestry
Kayla Glanville, Founder & CEO, Viaje
Anne Mercogliano, VP, Customer Experience & Growth, Good Eggs
Anisha Raghavan, Senior Director, Brand and Product Marketing, Rodan + Fields


Fireside Chat

Taj Alavi, Senior Director, Global Brand Marketing, Uber

Moderated by: Nate Bucholz, Vice President of Partnerships, Cardlytics


Sourcing/Procurement’s Collaboration with Marketing

Gone are the days of lone wolves. Optimized organizational benefits and efficiencies require a strong collaboration between Sourcing/Procurement and Marketing stakeholders. The benefits of collaboration, best practices to overcome integration challenges and success stories will be shared.

Moderated by: Jonathan Sorkenn, Senior Vice President, Evergreen Trading

Catherine Haiston, Senior Director, Strategic Sourcing, GAP, Inc.
Mehra Massoudi, Marketing Procurement Lead, Dropbox
Mithun Sharma, Vice President, Global Strategic Sourcing, VISA, Inc.




Women in Marketing Leadership – Ancestry

In this discussion, today’s women in marketing leadership will address the major trends, challenges, opportunities, and shifts in consumer behaviors that they are seeing in the market, with an outlook toward 2019 and beyond.

What’s keeping them up at night? What are they excited about? What new technologies and platforms offer novel opportunities to engage their customers in meaningful ways… and which are just shiny objects? How can marketing and technology leaders structure their teams and recruit highly coveted talent for a new era that demands an increasing array of skill sets?

Lindsay Chastain, Senior Director, Global Marketing and Partnerships, Ancestry
Amber Masud, Sr. Director, Marketing Strategy, Analytics & Operations, Ancestry
Caroline Sheu, Senior Vice President, North America Marketing, Ancestry



Elliott Easterling, CEO, TrueData


Panel Discussion: Innovation in Partnerships

Brigitte Brady-Harris, VP of Marketing, MIXT
Sean McQuaid, Global Lead of Partner Marketing, Ancestry

Moderated by: Dash Rothberg, SVP Of Strategic Partnerships, MediaJel



Molly Hayward, Founder + Chief Brand Officer, Cora


Fireside Chat

Molly Hayward, Founder + Chief Brand Officer, Cora


Panel Discussion: Digital Marketing 2020 Outlook: Trends, Tactics, & Tools

The latest advances in advertising technology and digital media have changed the way brands interact with consumers. Through the immense amount of data now available to marketers, and new platforms and devices available to consumers, the paradigm of how brands build 1:1 relationships with their consumers has changed forever. This discussion will look at what it takes to build a 21st Century Brand for the modern consumer, and how marketing leadership can orchestrate the digital transformation of their brands by leveraging emerging technologies, new digital toolsets, and more.

Moderated by: Kevin Rice, Co-Founder and CMO, Hathway

Ash Duvernois, Director of eCommerce Operations, Honey Baked Ham
David Pfister, Senior Manager, Marketing Technology & Analytics, Esurance
Doug Milikin, VP Marketing Transformation, The Clorox Company


Networking Break




Fireside Chat

Paige Grossman,VP & Global Creative Director, Ancestry


Panel Discussion: The Evolution of the “Challenger Brand” and What’s to Come in 2020

Listen as these innovative Challenger and DTC brands share their perspectives on what the make-up of the “challenger brand” will look like in 2020 and far beyond. How will technology continue to be a game changer for these companies who are trying to stay ahead of the pack? How will brands continue to evolve and what new categories will be created? Which trends will fade?

Moderated by: Ray Erickson, Director of Sales, Brand – US, Samsung Ads

Audrey Bower, Director of Operations, Product Commercialization, Ancestry
Ethan Eyler, Head of Brand Products, Lyft
Robecta Ma, Global Transportation Marketing Lead, Airbnb
Jina Wye, Vice President Marketing, Dang Foods


It’s a wrap!






Ancestry HQ 153 Townsend St. #800 San Francisco, CA 94107





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