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Thursday, September 18, 2025
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10:00am
- 10:15am
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OPENING REMARKS
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John Hardy
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Senior Vice President, Marketing Technology
ANA
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10:15am
- 10:50am
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FROM VENDOR-LED TO VALUE-LED: REBUILDING OUR MARTECH STACK
Join Paul Lambson, AVP of Consumer Technology at Northwell Health, as he shares the organization’s journey from a fully outsourced martech stack to an internally managed ecosystem powered by Google Cloud, Salesforce, and EPIC. This session will highlight the shift from a vendor-first mindset to a strategy rooted in customer value and enterprise alignment. Attendees will gain practical insights into building internal capabilities, managing change, and designing a martech stack that delivers measurable impact.
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Paul Lambson
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AVP, Consumer Technology
Northwell Health
View Event Recap and Related Materials
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10:50am
- 11:25am
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SMARTER, FASTER, MORE HUMAN: HOW TOYOTA IS REDEFINING CRM IN THE AI ERA
As the pace of innovation in technology and AI advance, new expectations of brands have emerged. Today’s CRM demands intelligent and timely engagements, wrapped in seamless, cross-channel experiences. Despite significant investments in data and MarTech, many brands are failing to deliver—compromising customer loyalty, diluting brand equity, and diminishing marketing returns.
In this session, discover how CRM 3.0 helps you break through the algorithmic noise. Learn how to activate your data, apply AI where it counts, and design customer journeys that feel seamless, human, and impossible to ignore. It’s not about spending more—it’s about building smarter, faster, more intuitive experiences at scale.
This session takes you behind the scenes of Toyota’s flagship campaigns, which deliver millions of personalized permutations efficiently with the help of 1:1 marketing platforms. We’ll explore how embracing AI and MarTech can transform our ability to deliver the right message to the right customer at the right time.
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Brad Bettinson
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Executive Vice President of Innovations and Solutions
JAM CRM
John Bortolotti
Manager – Business Analytics & Optimization
Toyota
View Video
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11:25am
- 11:45am
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BREAK 1
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11:45am
- 12:20pm
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INSIDE THE NFL TECHNOLOGY INNOVATION HUB: POWERING GAMEDAY EXPERIENCES AND THE FUTURE OF FAN ENGAGEMENT
Get an exclusive look at how the NFL’s Technology Innovation Hub is transforming the way the League delivers gameday experiences and redefines fan engagement. From scaling content creation with GenAI to advancing optical tracking and real-time data innovation, the Hub serves as a cross-functional engine driving value across marketing, football operations, and beyond.
This session will share real examples of innovation in action—and explore how a disciplined vetting process ensures every initiative - whether marketing-focused or enterprise-enabling—aligns with the NFL’s broader objectives and delivers tangible impact.
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Chi Ogbuehi
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VP of Marketing Technology and Consumer Products
NFL
Aaron Amendolia
Deputy CIO
NFL
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12:20pm
- 12:55pm
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THE NEXT GENERATION OF MARTECH LEADERS: BUILDING THE TALENT PIPELINE FOR A SMARTER FUTURE
As marketing technology reshapes the future of business, the demand for adaptable, cross-disciplinary talent is growing faster than ever. In this thought-provoking session, a leading professor from the University of Rochester explores what it takes to prepare the next generation of MarTech leaders—students who are equally fluent in strategy, data, creativity, and technology. Learn how the ANA’s Talent Pipeline Initiative is helping reshape academic curricula, foster real-world experience through internships and case studies, and build lasting bridges between academia and industry. From developing AI-informed coursework to championing diverse skill sets and career awareness, this session will inspire you to rethink how we cultivate and recruit the future of our profession—and why brands must play a central role in shaping that future.
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Elena Nescio
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Clinical Associate Professor, Simon Business School
University of Rochester
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12:55pm
- 1:15pm
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BREAK 2
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1:15pm
- 1:50pm
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UNLOCK BUSINESS VALUE BY IMPLEMENTING CUSTOMER DATA PLATFORM (CDP) AT SCALE
In a world where real-time personalization is the new standard, many organizations struggle to unlock the full potential of their Customer Data Platform (CDP). This session presents a practical, strategy-first approach to implementing CDP at scale. One that aligns business goals, technology, and measurable outcomes. Attendees will gain actionable insights to confidently advance their CDP journey and drive meaningful marketing impact.
Whether you're just starting out or scaling an existing platform, this session will help you focus efforts, avoid common pitfalls, and accelerate results.
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Ashwin Chadaga
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Product Manager, MarTech
Vanguard
View Event Recap
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1:50pm
- 2:25pm
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ACTIVATING AT SCALE: HOW THE NFL's ENTERPRISE MARTECH FOUNDATION + GENAI IS POWERING PERSONALIZATION AND FAN VALUE
The NFL’s transformation into a fan-first, data-driven organization is powered by a unified enterprise MarTech foundation. This foundation is at the core of the League’s Marketing evolution—built to activate personalized experiences at scale, accelerate content production, and deliver measurable fan value.
In this session, we’ll explore how the NFL’s unified MarTech strategy is enabling full-funnel activation and driving engagement across the fan lifecycle—from stadium to digital. You'll hear how the League has progressed from early MarTech adoption to full-stack integration, creating a connected ecosystem that supports clubs, partners, and sponsors alike.
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Chi Ogbuehi
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VP of Marketing Technology and Consumer Products
NFL
Amit Khare
Director Marketing Technology
NFL
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2:25pm
- 2:30pm
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CLOSING REMARKS
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John Hardy
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Senior Vice President, Marketing Technology
ANA
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