eTail Boston 2019

August 19 - 22, 2019

The Sheraton, Boston

April Mullen, Director of Consumer-First Marketing Adoption at Selligent Marketing Cloud
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April Mullen


Director of Consumer-First Marketing Adoption
Selligent Marketing Cloud

Check out the incredible speaker line-up to see who will be joining April.

Download The Latest Agenda

Transform EMAIL & RETENTION Summit - Monday, August 19th, 2019

Monday, August 19th, 2019


9:45 AM Kickoff Of Interactive Roundtable Discussions

Get your email challenges solved by expert roundtable moderators from:

Table 1: Balancing Consumer-First Marketing With Profits
Moderator: April Mullen, Director of Consumer-First Marketing Adoption, Selligent Marketing Cloud
Retail Moderator: Jennifer Palerino, Head of Marketing, Digital, Vitacost.com

It’s becoming increasingly clear that consumers hold the cards. They’re empowered and they have more choices than ever. Enter “Consumer-First Marketing” which puts a customer’s needs before the brand’s desire to push product. It’s a good philosophy, but how do you balance that with driving a profit—especially in email? This roundtable discussion is to share ideas and ideate as a group on creative ways to balance both.
 
This roundtable will be led by Jennifer Palerino, Head of Marketing, Digital – Kroger /Vitacost.com and April Mullen of Selligent Marketing Cloud, where they’ll ask some thought-provoking questions to keep the conversation lively and engaging.


Table 2: Why Are There So Many Hurdles On The Path Of Personalization?
Moderator: Matt Limeri, Retail Strategist Bluecore

Table 3: Metrics And KPIs: What Do You Track? How Do You Define Success? Is There A Better Way? 
Moderator: Jeanne Jennings, Author and Strategist, Email Optimization Shop

Table 4: Closing The Loop: Maximizing LTV Through Retention & Reengagement
Moderator: Melanie Kinney, eMail Marketing Manager, GasBuddy

11:55 AM Continuation of Interactive Roundtables

Get your email challenges solved by expert roundtable moderators from:

Table 1: Balancing Consumer-First Marketing With Profits
Moderator: April Mullen, Director of Consumer-First Marketing Adoption, Selligent Marketing Cloud
Retail Moderator: Jennifer Palerino, Head of Marketing, Digital, Vitacost.com

It’s becoming increasingly clear that consumers hold the cards. They’re empowered and they have more choices than ever. Enter “Consumer-First Marketing” which puts a customer’s needs before the brand’s desire to push product. It’s a good philosophy, but how do you balance that with driving a profit—especially in email? This roundtable discussion is to share ideas and ideate as a group on creative ways to balance both.
 
This roundtable will be led by Jennifer Palerino, Head of Marketing, Digital – Kroger /Vitacost.com and April Mullen of Selligent Marketing Cloud, where they’ll ask some thought-provoking questions to keep the conversation lively and engaging.


Table 2: Why Are There So Many Hurdles On The Path Of Personalization?
Moderator: Matt Limeri, Retail Strategist Bluecore

Table 3: Metrics And KPIs: What Do You Track? How Do You Define Success? Is There A Better Way? 
Moderator: Jeanne Jennings, Author and Strategist, Email Optimization Shop

Table 4: Closing The Loop: Maximizing LTV Through Retention & Reengagement
Moderator: Melanie Kinney, eMail Marketing Manager, GasBuddy

Day 1: Always On: Omni-Channel And The Connected Customer - Tuesday, August 20th, 2019

Tuesday, August 20th, 2019


12:50 PM Invitation Only Private Workshop & Lunch Hosted By Selligent Marketing Cloud: Your Biggest Email Personalization Opportunities Aren’t As Challenging As You Think

Join Jennifer Palerino, Head of Marketing, Digital at Kroger/Vitacost.com and email and relationship marketing strategist, April Mullenof Selligent Marketing Cloud for this workshop where they’ll share a very specific set of data and content dimensions you need to be focusing on to get the most from your email program. Hint: You don’t have to make your emails 1:1 to drive a marked impact in engagement, loyalty and conversions. Most brands can realize their highest gains from the limited assets they have in front of them today. This session will require audience participation as we evaluate emails to see if they make the consumer-first personalization cut.
 
All session attendees will be offered a complimentary assessment of their own emails after the event.
 
About the presenters:

Jennifer Palerino is Head of Marketing, Digital at leading online health retailer Vitacost.com, a subsidiary of The Kroger Co. She oversees all digital marketing activities for Vitacost.com, including email, mobile (push and SMS), paid search, display ads, social, video, affiliate and international marketing. Prior to Vitacost.com/Kroger, Jennifer held numerous email and direct marketing roles for B2B and B2C companies such as CBS Interactive and CBS Sports.
 
April Mullen is an experienced email and relationship marketing strategist with vast experience on the brand, agency and martech sides of marketing. She’s currently the Director of Consumer-First Marketing Adoption at Selligent Marketing Cloud, Co-Founder of Women of Email and an Adjunct Professor of Digital Marketing at the University of Missouri St. Louis.
 


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