Mobile World Congress 2016: Highlights
Mobile World Congress 2016: Highlights
Mobile World Congress 2016: Highlights

The most influential brand, agency, publisher, and technology leaders joined IAB and dmexco at Mobile World Congress in Barcelona, Spain, on Tuesday, February 23, 2016, to discuss about Turning Mobile into Mobility: Innovation without Borders. This exclusive all-day event, sponsored by Facebook, Google, and Nasdaq, gathered the most senior executives among the 94,000+ attendees at Mobile World Congress.

Laura_Desmond_PublicisWith the global market encompassing 3.6 billion mobile subscribers and 2.6 billion smartphones, the ability to reach and connect with people and businesses in today’s global media landscape requires much more than a “mobile strategy.” To connect with today’s consumers, it is necessary to adopt holistic, liquid, 360-degree experiences that cross all screens and all borders.

Speakers included Steven Althaus, BMW Group; Luis Cantarell, Nestlé S.A.; Laura Desmond, Publicis Groupe and Starcom Mediavest Group; Jessica Federer, Bayer…
Thomas Fellger
, iconmobile; Sarah Mansfield, Unilever Europe; David Morris, CBS Interactive; Sam Shrauger, Visa, Inc.; Caroline Taylor, IBM Europe; Alex Underwood, Spotify; and many more presented how to reach effectively those mobile users and global consumers across screens (view full agenda).

View more photos from IAB and dmexco at Mobile World Congress:


Cocktail Reception at Mobile World Congress 2016:


In the evening, IAB, Starcom Mediavest Group and dmexco hosted senior executives at an exclusive cocktail reception at Café Vienes, for an evening of music, drinks, tapas, and exciting conversations, celebrating the mobile industry’s largest global gathering in the heart of the Mobile World Capital, Barcelona, Spain.


9:00 am - 9:45 am

Breakfast and Networking

9:45 am - 10:00 am

Opening Remarks

10:00 am - 10:20 am

Transforming a Legacy of a Life Science Company in the Digital Age

Discover the journey a 150-year old brand took to dive deep into cutting-edge innovation. Bayer’s Jessica Federer sheds light on lessons learned in transforming a legacy company, and changing the internal mindset of a Life Science company, in this digital age.

10:20 am - 10:35 am

Connected Freedom

Mobile is about more than just devices. It is about more than just communication, content, and commerce. Mobile is about the absence of constraint. Put simply, mobile is about freedom. Connected devices have literally put power in the hands of consumers, giving rise to a culture of mobility where they expect the freedom to do anything they want from wherever they want. Laura Desmond, Publicis Groupe Chief Revenue Officer and Starcom Mediavest Group Global CEO, discusses how brands can leverage the democratizing nature of mobile to engage, persuade, and provoke specific audiences with relevant message at the right moment.

10:35 am - 10:45 am

Solving for Ad Blocking Through Better User Experience and Smart Technology: The Publisher’s Perspective.

10:45 am - 11:15 am

Driving IoT

Steven Althaus, Director Brand Management BMW and Marketing Services BMW Group, discusses digital transformation and its impacts on the automotive industry. He sheds light on how boundaries become opportunities, and how to shape the mobility of the future and life with the Internet of Things (IoT).

11:15 am - 11:45 am

Networking Break

11:45 am - 12:15 pm

Global Strategy vs. Local Nuance: How Mobile Empowers Borderless Communities and Conversations

As global media consumption on mobile devices continues to grow, the implications for people and brands has never been greater. Join Luis Cantarell, Executive Vice President Nestlé S.A., Head of Zone EMENA and Nicola Mendelsohn, VP EMEA, Facebook, in a discussion on how mobile is fundamentally impacting communication for people and businesses, and hear how they are steering their own organizations to embody a mobile mindset.

12:15 pm - 12:40 pm

Mobile Marketing: When Good Just Isn't Good Enough

While most smartphone users have an average of 24 apps, according to a recent Forrester report, they spend 80 percent of their time on just five — the truly great ones. Consumers today demand experiences that offer excellent performance and functionality, while also presenting timely, relevant, and personalized notifications of offers and discounts. Every innovation raises the bar for all of us, because the last, best experience that anyone has, anywhere, becomes the minimum expectation for the experiences they want everywhere. Caroline Taylor explores the challenge that these realities have brought to marketers, and how best to respond to it.

12:40 pm - 1:40 pm

Networking Lunch

1:40 pm - 2:00 pm

Marrying Product with Marketing: Visa’s Story of Innovation

In this fast moving business environment, the product itself is a key component of a brand. A positive product experience that seamlessly fits into consumers’ lives can be an essential way for brands to demonstrate value and make an emotional connection in a crowded market. Understanding the importance of product design and experience—especially in this new mobile world—is an invaluable and often underrated element of marketing success. Sam Shrauger, Visa’s Senior Vice President of Digital Products, and Kim Kadlec, Starcom Mediavest Group’s President of Global Network Clients, explore how marrying product development and marketing can produce the greatest amount of brand value and true consumer engagement, preference and loyalty.

2:00 pm - 2:30 pm

Winning the Moments that Matter

Being mobile ready means understanding the new empowered consumers and the changing rules in advertising. Only then can you embrace these new brand engagement moments on mobile. Join the conversation as Google shares insights into the latest digital trends and the impact they are having on these moments including live demos of the latest and greatest mobile products from Google and YouTube.

2:30 pm - 3:00 pm

Disruptive Innovation: The Next Mobile Frontier

As the world embraces IoT, users expect endless connectivity between their devices, across all channels and borders. Learn from leaders of some of the top disruptive mobile companies as they describe how their businesses are disrupting different industries and shed light on consumer insights. Discover how emerging devices and technologies are shaping the next frontier in mobile innovation, and learn about the biggest global opportunities within the IoT space.

3:00 pm - 3:30 pm

Networking Break

3:30 pm - 4:00 pm

The Magic and Logic of Mobile

Discover how Unilever connects all consumer touchpoints, both on- and offline, to develop tailored mobile brand experiences for the environment and for the screen in which they are found. Sarah Mansfield, Vice President Media, Europe and Latam and Global Operations, Unilever highlights the role of programmatic in the dynamic delivery of content, and sheds light on how Unilever is exploiting wearables.

4:00 pm - 4:30 pm

New World Order: How Ecosystems Change the Understanding of Brand Values

Digital transformation is changing many of the well-known players in every industry. In today’s world, it is nearly impossible to track your brand’s competition, as you might not even know where, from what industry, that information will come. Why is a laundry service a threat to a fabric care manufacturer? Why is owning customer data more important than owning the supply chain, or having the best product? Hear how digital transformation allows us to question the traditional views on conventional industries, and opens up trends we have yet to barely understand.

4:30 pm - 5:15 pm

Networking Cocktails

  • Steven Althaus
  • Global Director Brand Management and Marketing Services
  • BMW Group

Dr. Steven Althaus joined BMW AG in 2013 as Senior Vice President Brand Management BMW, Marketing Services BMW Group. Before joining BMW AG, Steven Althaus was Chairman and CEO of Publicis Germany and Austria. From 2002 to 2010 he held various positions at Allianz SE in Munich, including Head of Global Brand Management and Strategic Partnerships. Before joining Allianz SE, Steven Althaus was Managing Director at Springer & Jacoby in London and Hamburg. Steven Althaus completed his doctoral studies at University of St. Gallen (Switzerland) after graduating in business administration. He was born in Frankfurt am Main, Germany.

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  • Anna Bager
  • Executive Vice President of Industry Initiatives
  • IAB
  • @annabager

As EVP of Industry Initiatives at IAB, Anna Bager spearheads the strategic oversight of the digital media and marketing industries’ most vital and fastest growing platforms which include mobile, digital video, audio, measurement, and data. Under her leadership, she brings together and drives growth for three of the organizations’ paramount centers of excellence: The IAB Mobile Center, representing the mobile marketing, advertising, and media marketplace; The Digital Video Center, encompassing Advanced TV, OTT, and The Digital Content NewFronts, and The Data Center, developing consumer identifiers, data quality, industry benchmarks, and tools for data activation and automation. She is a driving force in building a one-stop shop for producing thought leadership, innovation, research, and best practices for these thriving industries.

Prior to joining the IAB, Bager was heading business intelligence at Ericsson Multimedia and head of research at Ericsson’s Business Consulting unit. Earlier, she was Research and Consulting Manager for IDC EMEA. Anna has received numerous accolades throughout her career, including being named “Most Important Women in Mobile Advertising” for Business Insider, and one of the “Top Women in Media” by Folio Mag for the past consecutive five years.

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  • Luis Cantarell
  • Executive Vice President, Head of Zone EMENA
  • Nestlé S.A.

Luis Cantarell is the Executive Vice President, Nestlé S.A. in charge of Europe, Middle East, and North Africa (Zone EMENA) since October 1st 2014.
Since joining Nestlé España S.A. in 1976, Mr. Cantarell has held positions of responsibility in different divisions and regions: Head of the Nutrition Division in Spain (1987), worldwide responsibility for Coffee Marketing at Nestlé Headquarters (1994), Managing Director of Nestlé Portugal (1998), SVP of the Group´s Nutrition Strategic Business Division (2001), EVP Zone Europe (2005), EVP Zone America´s (2008), and CEO of Nestlé Health Science (2011) & EVP Nestlé Nutrition (2012).

As a representative of Nestlé, Luis Cantarell is a Board member of OSEM, Investments Ltd, Israel, Lactalis Nestlé Produits Frais, France, Cereal Partners Worldwide, Switzerland, Beverage Partners Worldwide, Switzerland, Food Drink Europe, Belgium, European Brands Association, Belgium, Efficient Consumer Response, Belgium and Nestlé Health Science.

He is also a Board member of Grupo J. Uriach, S.L. Barcelona (Spain).

He holds a degree in Economic Sciences of Barcelona University and is also a graduate of the Program for Executive Development, IMD Switzerland.

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  • Ian Carrington
  • Managing Director of Performance Solutions and Innovations, EMEA
  • Google

Ian is a veteran in digital advertising with over 19 years of experience, including over 14 years in Search marketing, and six years in mobile marketing. Ian started working at Google over 12 years ago and has been responsible for several European sales teams and global initiatives including running the mobile sales, strategy, and product team. Ian now runs the Performance Sales Strategy & Product teams for EMEA where he is responsible for monetisation, product development, and sales for all of Google’s performance products including search and mobile.

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Laura Desmond
  • Laura Desmond
  • Founder / CEO
  • Eagle Vista & Partners

Laura Desmond is a highly regarded industry game changer, a true innovator and the lead architect in reinventing and building the agency of the future, using data, content and analytics. Desmond was Chief Revenue Officer of Publicis Groupe and Chief Executive Officer of Starcom Mediavest Group, the #1 media and marketing services agency brand globally for 5 straight years under her leadership. While CEO, the business at SMG more than doubled and successfully pivoted to a digitally centric organization focused on emerging channels, data, analytics and content.

She led a diverse team of 6500 employees across more than one hundred offices who bring unconventional thinking and a passion for the art and science of marketing strategy, media investment, digital, data and analytics. She worked with some of the biggest and most successful marketers worldwide, including Samsung, Coca-Cola, Visa, Bank of America, P&G, and a host of emerging online consumer brand such as Airbnb, Spotify, EA Sports and Twitter. In her work, Laura has forged a new breed of partnership with media companies such as Google, Facebook, Acxiom, Comscore and Tencent.

Laura is Senior Advisor to the Founder/CEO of Uptake Technologies and the CEO of Acxiom, supporting strategy, branding and go to market efforts. Uptake is one of the fastest growing startups in technology and software, focused on data and predictive analytics in the IIOT space. Acxiom is the leading data and services provider for the marketing industry. Laura is also Founder & CEO of Eagle Vista Partners, a strategic advisory & venture investing firm serving the Marketing, Technology and Digital industries. Eagle Vista Partners and Laura is based in Chicago.

Laura is a past chair of the Advertising Council, and serves on the board of directors of Adobe Systems (2012) and Syniverse Technologies (2016).

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  • Henric Ehrenblad
  • Founder and Chairman
  • Widespace

Henric Ehrenblad is the Founder and Chairman of Widespace. Prior to co-founding Widespace in 2007, he spent 13 years at Ericsson in numerous roles across the world. Most recently, he was a Director of Business Development for price management across the corporation. Earlier, he was director business development for CDMA systems in San Diego, California and the Director of Operational Development in Beijing, China before that. Henric holds a business degree in International Trade with a minor in Chinese (Mandarin).

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  • Jessica Federer
  • Head Digital Development
  • Bayer
  • @jjfeds

Jessica Federer leads the digital transformation at Bayer, a global enterprise advancing “Science For A Better Life” in the areas of human, animal and plant health. She previously held positions in Regulatory Affairs, Market Access, Communications and Public Affairs. Jessica received a Master of Public Health degree from the Yale School of Public Health, and a Bachelor of Science from The George Washington University. Originally from St. Louis, Missouri, she now lives in Dusseldorf, Germany. Jessica is passionate about translating digital developments into public health advancements, and is an avid supporter of childhood education.

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Thomas Fellger
  • Thomas Fellger
  • Founding Partner and Group CEO
  • iconmobile

Thomas Fellger founded iconmobile in 2003 to help brands realize the true potential of mobile design and business solutions. Thomas spearheaded the development of iconmobile’s own content management system – the icsmp development platform – which the Company licenses to prominent clients including BMW, Mini, Heineken and Microsoft. He also created a sub-division within iconmobile, icon incar, while develops automotive interface designs and concepts for leading automobile manufacturers such as Mini and Audi.

Prior to founding iconmobile, Thomas led the mobile practice team at Icon Media Labs, a large Web-based agency. During his tenure, Thomas built a successful team of mobile designers and engineers, and collectively launched the imode wireless Internet portal in several European countries. Thomas came to Icon Media Labs from Deutsche Telecom where he worked as a trend scout, evaluating the most cutting-edge mobile applications and services available in Asia.

Thomas began his career in the mobile space in 1998 at NTT, one of the largest telecommunications companies in the world, where he was instrumental in the development of the imode portal among other mobile products and services.

Thomas is now a frequent speaker at many global, mobile focused conferences such as the GSMA’s Mobile World Congress, CTIA, and Mobile Marketing Association events; amongst many others. He also serves as a mentor for Axel Springer’s Plug and Play program, as an advisor to the United Nations Population Fund, and guides many new technology start-ups.

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  • Kim Kadlec
  • President, GNC Americas
  • Starcom Mediavest Group

Kim Kadlec leads SMG’s Global Network Client (GNC) practice in the Americas. She is responsible for ensuring leadership, strategy, top to top connections and greater consistency for clients that operate in multiple markets. Kadlec joined SMG from AOL, where, as Global Head of Strategic Partnerships, she led relationships with large-scale digital, content and technology organizations to grow audience and footprint for AOL worldwide, while improving user experience for consumers, marketers and agencies. Prior to AOL, Kadlec was Worldwide Vice President, Global Marketing Group at Johnson & Johnson, where over the course of eight years she had growing responsibility in global brand architecture and marketing communications, business model development, and investment strategy across multiple sectors. Earlier in her career, Kadlec held marketing roles at NBCUniversal, News Corporation and began her career on the agency side at Backer & Spielvogel.

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  • Jay Kenny
  • SVP, Marketing

Jay Kenny leads the Marketing department at, the leading platform solution for the smart home. He develops and directs the company’s marketing strategy that includes partner marketing programs, consumer advertising, creative direction, branding, and corporate communications.
Prior to joining, Jay worked for Microsoft in Seattle where he managed product marketing, consumer marketing, and advertising initiatives across the Windows, Bing and Central Marketing Groups. He started his career growing startup companies in Austin, TX and San Francisco, CA including Trilogy, pcOrder and
Jay has his undergraduate degree in Philosophy from Georgetown University and his MBA from the Goizueta Business School at Emory University. He resides in Washington, DC with his wife and two daughters.

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Adam Kostyál
  • Adam Kostyál
  • Senior Vice President, Global Listing Services - EMEA
  • Nasdaq

Adam Kostyál is the Senior Vice President of Global Listing Services – EMEA at Nasdaq. In addition to the more than 800 companies listed at the Nordic Exchanges (Stockholm, Copenhagen, Helsinki and Iceland), Nasdaq has more than 160 European companies that are either primarily listed or dual listed on Nasdaq in the USA. Adam has been with Nasdaq for more than 13 years. Most recently, Adam was VP of Market Technology Sales responsible for sales, account management, and business development for the European, Central and Eastern European regions. Prior to joining Nasdaq, Adam held various positions with Enron, Cell Network and Bloomberg. He holds a BSc in Economics and Marketing from Vrije Universiteit de Bruxelles and speaks four languages including English, Swedish, Italian and French.

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  • Judy Lee
  • Head of Industry Marketing
  • Facebook
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  • Sarah Mansfield
  • VP Global Media
  • Unilever Europe

Sarah Mansfield started at Unilever in June 2012. She is now responsible for the European, LATIN American Media Function and Global Media Operations, and a total media spend of over 1 billion euros. Through media thought leadership, innovation and creativity, she supports local markets in building best in class media plans, leveraging media partnerships and developing operational capabilities.

Previously Sarah led Marketing Services for Unilever’s UK & Ireland business covering media and communications planning and implementation, digital best practice and brand PR.

Prior to this Sarah held various roles at Barclays Bank PLC, the most recent as Global Head of Communications and Media at Barclaycard and previously as Innovation Marketing Director responsible for launching new propositions such as contactless payments and mobile payments to the UK.

Sarah has extensive media, communications and digital marketing experience across a number of industry sectors having also worked at various integrated agencies in account management and planning roles.

Sarah studied in the UK and has a BA (Hons) in Business Studies and Marketing.

In her spare time she enjoys running as well as music, playing the violin in a local orchestra.

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Nicola Mendelsohn
  • Nicola Mendelsohn
  • Vice President, EMEA
  • Facebook

Nicola Mendelsohn joined Facebook in June 2013 as the Vice President of Facebook EMEA.

Previously she was Executive Chairman at the advertising agency Karmarama. She is the co-chair of the Creative Industries Council a joint forum between the creative industries and Government. Prior to Karmarama, Nicola was the Deputy Chairman of Grey London and a Board Director at BBH.

Previous roles include being the first woman President of the IPA, Director of the Fragrance Foundation, a board member of CEW, Trustee of the White Ribbon Alliance and Corporate chair of Women’s Aid.

Nicola is a Director of the Women’s Prize for Fiction.

Her greatest joy in life comes from her husband Jon and their four children Gabi, Danny, Sam and Zac.

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IAB Ad Blocking & User Experience Summit 4
  • David Morris
  • Chief Revenue Officer
  • CBS Interactive

As Chief Revenue Officer, Dave Morris is responsible for driving the revenue strategy for CBS Interactive. This includes the management of advertising programs across the company, as well as overseeing a go-to-market sales strategy that supports the company’s revenue plan. As CRO, Morris works closely with his counterparts at CBS TV to develop exciting cross platform opportunities for CBS’ customers.

In addition, Morris is a board member and Vice Chairman at the Interactive Advertising Bureau (IAB).

Morris joined CNET Networks in 2007 as Senior Vice President of Network Sales, where he was responsible for overseeing the company’s corporate sales accounts. CNET Networks was acquired by CBS Corporation in June 2008.

A veteran of Time Inc., Morris has more than 20 years of marketing, sales, and publishing experience. Prior to CNET Networks, Morris was President and Publisher of Entertainment Weekly and, where he led the publication and website to record profits and audience numbers.

Prior to Entertainment Weekly, Morris was Publisher of Sports Illustrated. As Publisher, he also directed the advertising sales for the magazine’s bonus editorial sections (including SI Golf Plus), SI’s custom publishing arm, Sports Illustrated Presents, as well as its home on the Internet, Before becoming a Time Inc. veteran, he was a sales representative for Parents magazine and a media planner at SSC&B.

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  • Christian Muche
  • Co-Founder
  • dmexco
  • @cmuche

Christian Muche, 49, is responsible for the Business Development, Strategy & International divisions on the dmexco Board of Directors and together with Frank Schneider the creator of the biggest and most important annual marketing and media show. A lifetime expert with many years of experience in the online and digital business, Muche was previously the Commercial Director and Director International Sales & Marketing at Yahoo Inc. as well as Vice President Interactive Marketing at AOL Europe. He was also the Founder and Chairman of the Circle of Online Marketers (OVK) and a member of its overall Executive Board for several years after the organization’s establishment.

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  • Roelant Prins
  • CCO
  • Adyen

Roelant Prins is responsible for the commercial activities at Adyen, a leading technology company that provides businesses with a single solution to accept payments anywhere in the world. After starting his career as a consultant, Roelant moved on to the online payments industry in early 2000. Throughout the years, he has held various international management roles in sales and business development for companies providing payment solutions to international ecommerce businesses. Just before joining Adyen, Roelant lived in London. There he managed the team responsible for corporate sales in the UK for the payments division within Royal Bank of Scotland Group.

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Randall Rothenberg - Staff

Randall Rothenberg is the president and CEO of Interactive Advertising Bureau, the trade association for interactive marketing in the United States. The IAB represents over 600 leading media, marketing and technology companies. Its members include Google, Yahoo, Microsoft, AOL, The New York Times, Walt Disney Co., NBC Universal, CBS,, and scores of other ad-supported digital companies, which are responsible for selling more than 86% of online advertising in the U.S. To support the growth of the interactive advertising and marketing industries, the IAB serves as the industry’s public policy and lobbying organization, market and consumer research center, training and development base, and hub for the development of technical standards and operating best practices. IAB has 45 affiliate associations around the world.

Mr. Rothenberg led IAB from 2007 through 2010, and rejoined the association in March 2011, after a stint as Executive Vice President and Chief Digital Officer of Time Inc. Prior to his IAB role, Mr. Rothenberg was the Senior Director of Intellectual Capital of Booz Allen Hamilton, the international strategy and technology consulting firm, where he oversaw business development, knowledge management, and thought leadership activities, and directed the award-winning business journal strategy+business, Strategy+Business Books,, and other electronic and print publications published by Booz Allen for senior business executives. Previously, he served as the firm’s Chief Marketing Officer.

Prior to Booz Allen, Mr. Rothenberg spent six years at The New York Times, where he was the technology editor and politics editor of the Sunday magazine, the daily advertising columnist, and a media and marketing reporter. For 10 years, he was a marketing and media columnist for Advertising Age. Mr. Rothenberg is the author of Where the Suckers Moon: An Advertising Story (Alfred A. Knopf, 1994), a critically-acclaimed chronicle of the birth, evolution, and death of a single advertising campaign.

Mr. Rothenberg received an undergraduate degree in Classics from Princeton University and currently lives in New York City.

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  • Russ Rubino
  • VP, Global Marketing
  • Nasdaq

Russ Rubino has served as Nasdaq’s Vice President of Global Marketing since 2013. In this role, he is responsible for leading all global marketing and brand efforts. Prior to Nasdaq, Russ was at TIAA-CREF, where he led the development and execution of all digital marketing and web efforts for the firm’s Asset Management division. Prior to TIAA-CREF, Russ was SVP of Marketing and Digital Strategy at MF Global, where he managed all marketing efforts globally, building brand awareness and driving lead generation.

Earlier in his career, Russ spent 10 years in marketing roles at GE Capital and Genworth Financial. He began his career working at several direct response advertising agencies. Russ has more than 25 years of experience in marketing across all media, from strategy development to execution and analysis. He holds multiple FINRA licenses including the S3, S7, S24 and S63 as well as a Green belt in Six Sigma.

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  • Sam Shrauger
  • Senior Vice President, Digital Solutions
  • Visa, Inc.

Sam Shrauger is senior vice president of digital solutions at Visa. In this role, he oversees the global portfolio of digital innovations from Visa, including: Visa Checkout, which simplifies online payments on any device; Visa PayWave, which powers payments made by tapping phones, cards, or other NFC-enabled devices; and Visa’s Digital Solutions Platform, which supports payment innovations for mobile phones, tablets, wearables, cars and other current and future connected devices.

Prior to joining Visa, Shrauger served as senior vice president of commerce at Yahoo. Previous to that role, Shrauger was vice president of global product and experience at PayPal, where he defined the vision and strategy for the company’s global product portfolio, and oversaw the product management and user experience design functions. In his eight years with the company, he led a variety of PayPal’s product lines, launched its digital goods payment solution, led the integration of Bill Me Later after its 2008 acquisition, and served as a founding member of the merchant services business unit.

He has also held roles in product management and consulting with, VerticalNet, Deloitte Consulting, and Quantum Consulting. Shrauger received his MBA from the University of Virginia, and has a BA in Economics from the University of California at Berkeley.

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  • Caroline Taylor
  • VP Marketing, Communications & Citizenship, Chief Marketing Officer
  • IBM Europe
  • @green_goddess

Caroline Taylor is Vice President Marketing, Communications & Citizenship, and Chief Marketing Officer (CMO) for IBM Europe. Based in London, Caroline leads the teams responsible for all aspects of marketing, communications and citizenship for IBM throughout Europe.

Previously at IBM, Caroline was European Vice President of Marketing for IBM Software Group, following 4 years as Vice President of Marketing, Communications & Citizenship for the UK & Ireland business. Prior to this, she held a series of European roles including 2 years as VP of Marketing for IBM’s SMB organisation, 3 years as Director of Marketing for IBM’s consulting services division and 8 years as a senior marketing manager, in IBM’s software and systems divisions.

Caroline joined IBM in 1997, with extensive experience in the independent software sector. Prior to her career in the technology sector, Caroline worked in fine wine retail, including establishing and running her own ‘mail-order’ wine business in the late 1980s.

With 30 years of professional marketing experience, Caroline is an Adjunct Professor at Imperial College Business School in London, and a Fellow of the UK based Marketing Society.

Caroline is a passionate advocate for equality and diversity, and is active as an executive sponsor for diversity in IBM. In 2012 she was shortlisted for the Opportunity Now Champion Award, recognizing her contribution to advancing, promoting and embedding a diversity culture within the workplace.

Married, with two adult daughters and three grandchildren, Caroline is a director and trustee of the Oasis Charitable Trust and chair of the board of trustees of Stop the Traffik, a charity which is pioneering intelligence-led prevention of human trafficking; connecting community generated big data with sophisticated data analytics. Caroline also has a long standing personal and professional interest in sustainability issues; leading IBM’s founding partnership with Start, HRH the Prince of Wales’ sustainability initiative, and serving as a member of the advisory board of Change London, a not-for-profit organisation dedicated to catalyzing real social and environmental
change across London.

Caroline is active in social media, and can be contacted via LinkedIn, Facebook or Twitter (where she is @green_goddess)

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  • Alex Underwood
  • VP, Head of Global Agency and Accounts
  • Spotify

Alex Underwood is the VP, Head of Global Agency and Accounts at Spotify, where he drives relationships and partnerships with the world’s leading brands and agencies. Alex joined Spotify in 2013 as its first VP of East Coast Sales, leading the development of the company’s East Coast sales infrastructure and strategy.

Previously, Alex spent 7 years with Google, first as an agency lead in London and New York, and later as their Head of Media Agency Strategy, where he developed and executed the go-to-market strategy for media agencies across North America. In his time there, Alex launched Google’s Global Media Agency Council and led the development of tools and resources that enabled Google to engage more effectively upstream with comms planners & media agency partners.

Previously, Alex led relationships with media agencies at the Radio Advertising Bureau (RAB) and shepherded the marketing of digital radio on behalf of the commercial radio industry in the UK. He started his career at PHD UK in 1999 as a TV Buyer, before moving into PHD’s Communication Planning team and working across such brands as HSBC, Transport for London and FedEx.

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