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Event Overview
2025 Marketing Conference:
Marketing Reimagined: Harnessing Marketing Trends for Tomorrow
University of Washington Tacoma Milgard Business School to Host Inaugural Marketing Conference: “Marketing Reimagined: Harnessing Marketing Trends for Tomorrow”
The University of Washington Tacoma’s Milgard School of Business proudly announces its inaugural one-day marketing conference, Marketing Reimagined: Harnessing Marketing Trends for Tomorrow, to be held on April 17, 2025, at the state-of-the-art Milgard Hall. This one-day event will unite leaders from academia, industry, and the next generation of marketing professionals for an afternoon of innovation, networking, and transformative ideas.
“The business landscape is evolving at an unprecedented pace, presenting both challenges and opportunities. At Milgard, we see these changes as a chance to innovate, lead, and shape the future. By bringing together students, industry leaders, and cutting-edge ideas, we are not just preparing students for tomorrow; we are empowering them to navigate and define it. Marketing Reimagined bridges the gap between classroom theory and real-world professional insights from our thriving business community. It’s more than a conference; it’s a celebration of collaboration, creativity, and the promising future of our marketing students as they transition into industry innovators and bold leaders prepared to meet the demands of a global marketplace. Milgard has a proud history as a hub for innovation and growth, and this event exemplifies our commitment to inspiring leadership and driving meaningful change.”
Altaf Merchant, Ph.D.
Gary E. and James A. Milgard Endowed Dean
Milgard School of Business
When: April 17, 2025, 12:30 pm - 4:00 pm
Where: Milgard Hall Room 110, UW Tacoma
A Landmark Moment for the Milgard School of Business
This inaugural event, supported by two of the Milgard School of Business's distinguished registered student organizations, the Marketing Society and the MBA Association (UWT MBAA), highlights UW Tacoma’s dedication to bridging the dynamic Puget Sound business community with its diverse and talented student body. Featuring a carefully curated agenda, the conference will showcase esteemed speakers, engaging panel discussions, and a unique session led by students, all designed to illuminate the transformative impact of marketing in an ever-evolving global landscape.
A Collaborative Vision
The conference theme, Marketing Reimagined: Harnessing Marketing Trends for Tomorrow, reflects the event’s focus on bridging the gap between academic research and practical industry applications. By addressing topics such as branding, consumer behavior, sales, and cutting-edge technology, attendees will gain valuable perspectives on navigating the complexities of modern marketing.
Why You Should Attend
For professionals, this conference offers a platform to connect with peers, share insights, and stay ahead of marketing trends. For students, it’s a unique opportunity to network with industry leaders and gain firsthand exposure to the dynamic field of marketing. The event also promises to be a boon for the local community, showcasing Tacoma as a hub of innovation and collaboration.
A Forward-Thinking Agenda
The conference will begin with an inaugural address by Dr. Sheila Edwards Lange, Chancellor of the University of Washington Tacoma, followed by a welcome address from Dr. Altaf Merchant, Dean of the Milgard School of Business. The afternoon will feature a series of keynote speeches and panel discussions, offering insights from industry leaders and experts.
12:30 PM – 12:55 PM | Arrival & Networking
Appetizers and light refreshments.
Location: Milgard Hall 110 and Lobby
12:55 PM | Program Begins
Masters of Ceremonies Professor Abel Hernandez and Virsaviya Polishchuk, President, Marketing Society Student Organization
1:00 PM – 1:05 PM | Event Inauguration
Dr. Sheila Edwards Lange, Chancellor,
University of Washington Tacoma
1:05 PM – 1:15 PM | Welcome
Dr. Altaf Merchant, Gary E. & James A. Milgard Endowed Dean,
Milgard School of Business, University of Washington Tacoma
1:15 PM – 1:40 PM | Keynote - Paul Donato
Topic: AI in Advertising
Explore how AI is reshaping the advertising landscape, enabling personalized ad campaigns and delivering real-time consumer insights.
1:40 PM – 2:00 PM | Keynote - Garth Knutson
Topic: Tomorrow’s Marketing Trends
Discuss Timeless Marketing Fundamentals, Not Guessing Future Trends
2:00 PM – 2:30 PM | Panel Discussion 1
Topic: Advertising and Branding
A moderated discussion with four industry panelists exploring strategies and challenges in expanding brands on a global scale, including cultural adaptation and international branding.
2:30 PM – 2:50 PM | Video: Why Marketing? | Break
2:50 PM – 3:20 PM | Panel Discussion 2
Topic: Sales & Retailing
A moderated discussion with panelists on how sales and retail strategies are adapting to today’s consumer behavior trends, focusing on the role of digital platforms and personalized customer journeys.
3:20 PM – 3:50 PM | Student Led Panel Discussion
Topic: Social Media
This talk explores how AI is reshaping social media—transforming platforms, strategies, and consumer behavior. From content creation to engagement, AI is redefining how brands connect with audiences in the digital age.
3:50 PM | Closing Remarks
Dr. Greg Rose, Professor of Marketing, Milgard School of Business
Final remarks summarizing the day’s key takeaways, followed by a networking session with coffee and pastries to foster connections among attendees, speakers, and panelists.
Location: Milgard Hall 110 and Lobby
Keynote Speakers
Paul Donato
Executive Vice President & Chief Research Officer, Advertising Research Foundation (ARF)
Topic: How AI is reshaping advertising through personalized campaigns and real-time insights.
Paul Donato joined the ARF as Chief Research Officer in October 2017. Paul is a highly-regarded leader in media and advertising research with more than two decades of industry experience. Earlier in his career he co-founded WPP’s Media Research Business Unit, served as CEO of Kantar Media, and Technical Director of IBOPE Latin America.
He was the EVP and CRO for The Nielsen Company for more than a decade, overseeing Nielsen retail, consumer, mobile, and media measurement methodologies. Upon leaving Nielsen, Paul founded Jatopond, a media and market research firm. He also has led business units at Simmons, and at Audits and Surveys Worldwide. He sits on the Future State Committee of the National Air and Space Museum.
Garth Knutson
Senior Vice President & Chief Marketing Officer, Aflac
Topic: Tomorrow's Marketing Trends | 1 Available, 0 Requested
Garth Knutson has held various marketing and account director positions at companies such as Amazon, WongDoody, and Wunderman. Currently serving as a board member at Chick-fil-A Peach Bowl and the Chief Marketing Officer at Aflac, Knutson's extensive experience in the industry includes working with notable clients like Microsoft, Amazon, and Bank of America.
Panel Discussion - Advertising & Branding
Exploring strategies and challenges in expanding brands on a global scale, including cultural adaptation and international branding, moderated by Kim Hunter – Chief Executive Officer of Lagrant Communications.
The panel features industry experts such as Dr. John Ford – Professor of Marketing and International Business and Eminent Scholar, Strome College of Business, Old Dominion University; Zach Sanders (Milgard School Alum) – Vice President of Ipsos Retail and Shopper Insights; Ryan Zilker – Chief Strategy and Marketing Officer of Sound Credit Union; and Liz Lamb-Ferro (Milgard School Alum)- Senior Director Global Publishing, Riot Games.
Panel Discussion - Advertising & Branding
Hunter served as an independent corporate advisory board member to Orchestra Partners, a planning and redevelopment firm based in Birmingham, Alabama. In addition, Hunter served as a Community Advisory Board member of CalPrivate, which is a wholly owned subsidiary of Private Bancorp of America, Inc., (OTCQX: PBAM), headquartered in La Jolla, California. The bank’s focus is with high-net-worth customers in the coastal Southern California region.
Hunter served close to two decades as corporate director for SCAN Health Plan, a Medicare Advantage health plan with $2 billion in annual revenue and 1,000 employees. As corporate director, Hunter served on all five committees: Audit & Compliance, Compensation, Finance, Quality & Customer Experience, and chaired Corporate Governance for seven years and served on the committee for 14.
During his tenure, there were two CEO transitions, the development of a Chief Risk Officer and Chief Cyber Security Officer, M&As, and the expansion into Arizona. Lastly, Hunter was one of the founding directors of The SCAN Foundation, an independent public charity devoted to transforming care for older adults, preserving dignity, and encouraging independence.
To stay abreast of leading trends and practices that define corporate governance, Hunter is a Board Leadership Fellow of the National Association of Corporate Directors (NACD). Hunter was a NACD Pacific Southwest Board member, serving as Nominating & Governing Chair. In addition, Hunter is a member of Private Directors Association (PDA) and was recognized by Private Company Director’s Magazine as one of 2020 Directors To Watch.
Hunter has spoken on panels on emerging governance issues and how to prepare for the challenges and opportunities that will impact boardrooms. He served on both the “Strategy and Risk” and “Board / C-Suite Expectations” panels during NACD’s Global Board Leaders’ Summit. The “Strategy and Risk” panel focused on leading practices for overseeing a company’s risk management activities and capitalizing on the critical link between strategy and risk. The “Board / C-Suite Expectations” panel focused on best practices to narrow the potential gaps in information between directors and
C-suite officers, including what directors should expect to receive in reports and deeper questions directors can ask of, non-core C-suite officers.
Hunter brings 40 years of corporate and agency experience in advertising, marketing, and public relations. During his career, Hunter has founded three privately held enterprises: LAGRANT COMMUNICATIONS, The LAGRANT Foundation, and KLH & Associates.
A key influencer in the communications industry, Provoke recognized Hunter with an Individual Achievement SABRE (Superior Achievement in Branding, Reputation & Engagement)
Award and named him as one of In2’s Innovator 25. Hunter is also the recipient of the Distinguished Service Award by The Page Society, Diversity Distinction in PR Award by PRWeek, and has consecutively received PRWeek’s “The 50 Most Powerful People in PR” Award from 2012 through 2021. Hunter has a master’s degree in International Management from the University of St. Thomas in St. Paul, Minnesota, and a bachelor’s degree in Business Administration from the University of Washington in Seattle.
John Ford is a Professor of Marketing and International Business, Eminent Scholar and Haislip-Rohrer Fellow at Old Dominion University in Norfolk, Virginia. His research interests focus on cross-cultural perceptual research particularly in the areas of advertising, nonprofit organizations and scale development and research methodology in a cross-cultural context.
He has published over 100 peer-reviewed articles, and he served as the Editor-in-Chief for the Journal of Advertising Research from 2014 until 2022. He now serves as the Associate Editor for Advertising for The Journal of Business Research as well as the Associate Editor for Advertising for the Italian Journal of Marketing. He serves on the Editorial Review Boards for 11 top-tier Marketing and Nonprofit journals. His research has been published in such journals as Journal of the Academy of Marketing Science, Journal of Advertising, Journal of Advertising Research, Journal of International Marketing, Journal of International Advertising, Psychology and Marketing, Journal of Business Research, Industrial Marketing Management, International Marketing Review, Journal of Current Issues and Research in Advertising, Journal of World Business, and Journal of Services Marketing among a number of other national and international journals. He is a Distinguished Fellow of the Academy of Marketing Science, and is a member of the AMS Board of Governors, and he is presently serving with Barry Babin as Co-Director of International Programs.
Ryan Zilker is the Senior Vice President and Chief Strategy and Marketing Officer at Sound Credit Union, one of the largest credit unions in Washington state. Since joining Sound in March 2019, Ryan has played a pivotal role in shaping the organization's strategic direction and strengthening its value proposition. His responsibilities include leading strategic planning efforts with the credit union's management and board of directors, as well as overseeing marketing, public relations, community development, product management, market research, and member experience.
Ryan launched his credit union career as a teller while in college and has since built over 30 years of expertise in marketing and operations. Before joining Sound, he served as the marketing leader for Western Growers, an agricultural trade association in Irvine, California. His credit union career includes leadership roles at notable institutions such as Hughes Aircraft Employees Federal Credit Union (now Kinecta), Orange County Teachers Federal Credit Union (now SchoolsFirst), American First Credit Union, and CO-OP Financial Services (now Velera).
Dedicated to advancing the credit union movement and giving back to his community, Ryan has served in volunteer leadership roles with CUES, the California Credit Union League, Washington CASA, and currently with the GoWest Credit Union Association. He also serves as the board treasurer for the Tacoma Rainbow Center, reflecting his commitment to diversity and inclusion.
Originally from Southern California, Ryan holds a Bachelor of Science in Applied Ecology from the University of California, Irvine, and a Master of Business Administration from California State University, Fullerton.
A 2013 Milgard School of Business graduate, Zach leads the US Channel Optimization team at Ipsos, designing and activating against strategic engagements focused on helping clients win the hearts and minds of shoppers by utilizing leading primary research techniques like eye-tracking, 3D virtual store technology, and the integration of Behavioral Science. Over his 10 year career at Ipsos, one of the largest market research and polling companies globally, Zach has also served as an expert in brand positioning, consumer segmentation, and sales forecasting for the tech sector, and has previously spoken at the Insights Association’s Corporate Researchers Conference.
Liz Lamb-Ferro is a seasoned leader in video game and entertainment marketing, driving global strategies for some of the industry’s most beloved titles. Currently, she serves as the Head of Global Publishing for strategy games at Riot Games, the developer and publisher of League of Legends, Valorant, and Teamfight Tactics.
In this role, she oversees global franchise strategies for multi-platform game titles with extensive experience balancing eastern and western gaming preferences including one of the top 3 gaming apps in China (Fight for the Golden Spatula). Her previous roles include Senior Director of Global Franchise Marketing at Wizards of the Coast/Hasbro for Magic: The Gathering’s tabletop, entertainment, PC, console, and mobile experiences. Liz resides in Los Angeles and holds Bachelor’s degrees in Political Science and English from Pacific Lutheran University, and a Master’s in Business Administration from the University of Washington-Tacoma.
Panel Discussion - Sales & Retailing
Diving into the impact of digital platforms and personalized strategies on sales and retailing, moderated by Patrick Bendon (Milgard School Alum) – Senior Director, Business Development at Pitchbook Data.
This panel features experts such as Dr. Barry Babin – Executive Director, Academy of Marketing Science, Phil B. Hardin Professor and Chair of the Department of Marketing, Analytics and Professional Sales (MAPS), School of Business Administration, University of Mississippi; Alan Butner (Milgard School Alum) – Director of Global Enterprise Accounts of Mowhawk Group; Rena Pacheco-Theard – Chief Executive Officer of Boutiq; and Christopher E. Inverso (Milgard School Alum) – Chief Executive Officer of Oai + Rainier.
Panel Discussion - Advertising & Branding
Patrick Bendon is a Senior Director at PitchBook data who has been with the company for 10 years (2015). He has been working with venture investors, private equity professionals, investment bankers and corporate M&A teams for the better part of a decade. On the education front, he’s been on the UWT Finance Panel for 6 years helping educate outgoing students on how to navigate their first foray into professional employment.
He’s also held coaching positions at pierce county based high schools, helping achieve numerous individual state championships and winning the state championship in totality as a team. He’s lived in the WA / Tacoma area all his life and is a UWT alum and graduate himself (Winter 2014). Patrick is passionate about Pierce County, the UWT community, and helping young individuals establish themselves and their financial security through employment and implementing wealth management practices.
As a Senior Director at PitchBook Patrick has had the opportunity to be involved and influence product development, train and coach UWT graduates who’ve been hired at PitchBook, build partnerships between the organization and UWT’s business school, and has helped equip students on campus with access to the platform to help with their studies on public and private markets. He’s currently the top producing individual contributor in the companies history.
Barry J. Babin, Ph.D. (Louisiana State University, 1991), is Phil B. Hardin Professor of Marketing and Chair of the Department of Marketing, Analytics, and Professional Sales (MAPS) at the Ole Miss Business School. Barry also serves as the Executive Director of the Academy of Marketing Science® (www.ams-web.org).
He has authored over 200 professional publications with research appearing in the International Journal of Wine Business Research, Journal of the Academy of Marketing Science, Journal of Marketing, Journal of Retailing, Journal of Business Research (JBR), Journal of Consumer Research, International Journal of Research in Marketing, the Journal of Wine Research, and many others (h-index = 94, 270K+ citations). His research emphasis areas include wine marketing, marketing analytics, meta-analysis, sales management, and designing effective value-delivering retail customer experiences.
Barry is past president of the Academy of Marketing Science® (AMS), a recipient of the 2024 Vector Marketing/AMS Outstanding Marketing Educator Award, and the AMS Harold W. Berkman Distinguished Service Award. He co-authors several leading books including CB: A Consumer Value Framework, Multivariate Data Analysis, and Essentials of Marketing Research. He is internationally known as an expert in marketing research and is a frequent guest speaker at universities and conferences. He has directed over 20 Dissertations and served on over 75 dissertation committees or HDR juries. He has served as a consultant to institutes of higher learning in structuring graduate business programs. In industry, he consults as an expert witness on matters involving marketing/consumer research.
Rena is the CEO of Boutiq, an AI / ML revenue management business for short-term rentals that partners with property managers to make them more successful. Prior to launching Boutiq, Rena worked in finance and strategy for Indeed’s new product portfolio, and led an edtech startup, Prepify. She previously was a senior consultant at Deloitte and has also worked at organizations such as Bono's ONE Campaign. Rena earned an MBA from MIT Sloan, an MPAff from The University of Texas' LBJ School and a BS from Georgetown University.
Chris Inverso is the CEO of OAI + Rainier, a role he has held since 2021. Chris joined OAI + Rainier 2014 as its CFO and has 25+ years of experience aligning business and marketing strategy with desired financial outcomes and required operational execution.
Today OAI + Rainier serves four distinct market segments with its grand-format printing and visual branding services, one of which is made up of brick-and-mortar retailers. This segment includes luxury-clothing retailers and direct-to-consumer brands who seek to differentiate themselves by creating immersive in-store customer experiences.
Chris holds an MBA degree from the University of Washington, a Bachelor of Science degree in Biology from Pacific Lutheran University, and a Business Law certificate from Cornell University.
Alan Butner is the Director of Global Enterprise Accounts at Mohawk Group, leading strategic partnerships and driving growth for global brands. With over a decade of experience in account management, brand strategy, and sustainability, he has worked extensively in the flooring industry and military.
Previously, he held key roles at T&A Supply Company and Mohawk Industries, managing complex territories and delivering innovative solutions. A graduate of the University of Washington Tacoma and a dedicated member of the Washington Air National Guard, Alan brings a unique blend of leadership, analytics, and operational expertise to enterprise sales and marketing.
Student Led Panel - Social Media
This talk explores how AI is reshaping social media—transforming platforms, strategies, and consumer behavior. From content creation to engagement, AI is redefining how brands connect with audiences in the digital age.
Moderators: Natalie Miller, Vice President, and Virsaviya Polishchuk, President, Marketing Society, Milgard School of Business
Panelist 1: Bryan Reynolds, Chief Executive Officer & Co-Founder, Anthem Coffee
Panelist 2: TBD
Panelist 3: TBD
Student Led Panel Discussion - Social Media
More Details Coming Soon
Bryan is a highly relational and energetic leader whose ambition in life is to help unlock full potential in others.
He’s a purpose driven team builder and has a great ability for helping businesses develop great brands and culture. He was honored as one of the “40 Under 40” in Business by South Sound Business Magazine in 2018.
Over the past 18 years, Bryan & his wife Alicia; his family have built ANTHEM Coffee into 8 locations in WA; AZ providing “Heroic Hospitality” to each community they serve.
Bryan is also a Business Success Coach and Consultant helping business leaders and owners overcome their biggest pain points and obstacles so that their businesses can scale and win!
He’s been blissfully married to his Junior High sweetheart for 20 years and has 3 “Incredibly Active” boys, 13, 15, 18.
More Details Coming Soon
More Details Coming Soon
The Making of the Marketing Reimagined Logo
On the Marketing Reimagined Logo
In creating the Marketing Reimagined Fire and Cogwheel icon, we made intentional design choices that symbolize various meanings and visions behind the marketing conference and the Milgard School of Business. Made in partnership with Marketing Society and our in-house Marketing and Communications team, the logo brings together fresh ideas and practiced know-how.
- The circular, crest-like outer wheel utilizes the cogs in a brain- the thoughts a Marketing Strategist will have when combining their technical and technological skills with the wild spark of fire that is their imagination. Along the side are three cogs that link to Milgard’s three E pillars: Educate, Explore, and Engage.
- We colored the cogwheel with our University of Washington branded Spirit Purple, with the flame’s core being all three branded gold colors: Spirit, Husky, and Metallic Gold. The outer orange shade branches beyond our core identified brand colors. It symbolizes our creative freedom not to see our Husky colors as a boundary but as a foundation to build.
- Along the side of the cogwheel, you will see it broken up. This gap is the vent signifying our aimed release of creativity, metering the flame inside while steering it towards a goal. In much the same way, the left-hand side of the background wheel is reminiscent of a temperature gauge, heating up as the fire of creativity grows. The flame grows beyond its bounds, past the gauge and cogwheel. In the same way, those who attend Marketing Reimagined: Harnessing Marketing Trends for Tomorrow will do the same with their creative flame.
