Marketing Operations and Transformation Forum

I. WELCOME & INTRODUCTION (11:00 – 11:10a.m. ET)

II. ROUNDTABLE DISCUSSION: LESSONS LEARNED IN 2025, AND EXPECTATIONS FOR 2026 (11:10 – 11:40a.m. ET)
In our final meeting of the year, we’ll collectively recap our successes and challenges of 2025, and how those experiences will set the stage for the year ahead. Come prepared to offer your lessons learned, and what your priorities will be in 2026. These conversations will shape the future direction of our committee!

Moderator:
Tony Robson, Head of Marketing Operations & Go-To-Market Planning – University of Phoenix

III. GENERAL MOTORS: REDEFINING MARKETING GROWTH AS CHIEF OF STAFF (11:40a.m. – 12:15p.m. ET)
General Motors and its brands have been on an epic journey over the past century, reinventing their way through the toughest of circumstances. Over the past two years, GM’s marketing discipline underwent the single most significant reinvention in company history, reshaping the organization for the future. From the perspective of Chief of Staff Lisa Halfman, you’ll get an insider’s view of GM’s new marketing infrastructure, strategic approach, revamped agency relationships, and ways the company is using artificial intelligence, combined with human ingenuity and creativity, to unlock new levels of performance.

Speaker:
Lisa Halfman, Chief of Staff, Global Marketing – General Motors

IV. BREAK (12:15 – 12:25p.m. ET)

V. SAILING WITHOUT WIND: HARNESSING CONTRAINTS TO PRIORITIZE FOR IMPACT (12:25 – 1:00p.m. ET)
Anyone can sail with the wind, but it’s when the wind disappears that the most strategic and disciplined will win the race. During times of uncertainty or reduced resources, marketing and creative teams have to innovate for efficiency and effectiveness. This session will guide attendees through the process of focusing on activities that directly contribute to business impact using proven channels and partnering cross-functionally with teams for sharp-focus execution.

Speaker:
Kate Roberts, Senior Director, Strategic Accounts & Managed Solutions – Cella