During his keynote address, Evan Greene will share insights on the increasingly important role data plays in experiential brand marketing. In addition, he’ll discuss the ways digital and social have contributed to the success of the evolving GRAMMY brand. This includes a dynamic social strategy, a focus on the production of innovative content programs, relationships with social platforms, as well as partnerships with relevant music sites including (but not limited to) Spotify. Pandora, Shazam, and iTunes. These coordinated efforts help keep the GRAMMY brand relevant and connected to its core audience during the other 364 days of the year.
Evan Greene (@hopeandchange)
Chief Marketing Officer, The Recording Academy
As The Recording Academy's Chief Marketing Officer, Greene is responsible for marketing, sponsorship, PR and digital strategy for the biggest brand in the history of music - the GRAMMY. Greene's goals are to expand the audience for the GRAMMY telecast, extend brand reach and consistency, strengthen presence throughout the year, establish dynamic partnerships and increase revenue. With extensive experience in advertising, branding, corporate identity, and promotions, Greene has been building partnerships and developing innovative marketing solutions for many years, and intends to ensure that The Academy remains at the forefront today, tomorrow and well into the future.
Greene and his team have built world-class alliances, including engaging TBWA\Chiat\Day as The Academy's Agency of Record, as well as solidifying relationships with many of today's leading brands. Under Greene's leadership, The Academy has re-positioned the GRAMMY brand in the marketplace, more than quadrupled yearly marketing-based revenue, developed the GRAMMY's first brand image campaign, established a worldwide licensing program, entered the live music space with year-round GRAMMY-branded LIVE music tours, launched a dynamic, leading-edge social media strategy and earned the GRAMMYs' first-ever marketing awards, including PRO, Reggie and Webby Awards.
Greene is focused on taking the brand to the next level, and continually striving towards innovation. And as the market rapidly shifts, he is committed to the GRAMMYs becoming one of the best entertainment brands to partner with...anywhere.
Prior to joining The Recording Academy, Greene spent 10 years in theatrical marketing at Walt Disney Studios and Columbia Pictures, where he positioned studio feature film properties to corporate America, and structure integrated marketing and promotional alliances. Greene was responsible for award-winning campaigns for movies such as Spider-Man, Stuart Little and S.W.A.T., and oversaw national theatrical programs with a number of Fortune 100 brands.
Greene holds a double bachelor's degree in marketing and international business from the University of Colorado and currently serves on the following boards - Artist & Athletes Alliance, The CMO Club, K-9s For Warriors (advisory board) and the University of Colorado Leeds School of Business.
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In his talk, Raja Rajamannar, CMO of MasterCard will highlight the evolution of marketing and how MasterCard has applied its insights and learnings to the world renowned Priceless platform - which today spans 112 countries and 53 languages. In some respects, a contrarian case study that highlights how a solid campaign can stay relevant and evolve, even at 17 years-old.
With a focus on advertising, sponsorships, promotions, research, insights, and digital and consumer marketing initiatives, Rajamannar has been able to innovate across a wide range of marketing functions. Rajamannar is one of the world’s foremost experts on helping to build successful, sustainable global brands. His insights are applicable for all attendees, from scrappy startups to major corporations. The tenants remain the same – stay nimble and stay ahead of the curve.
Raja Rajamannar (@RajaRajamannar)
Chief Marketing Officer, MasterCard
Raja Rajamannar is chief marketing officer (CMO) for MasterCard. In this role, he has global responsibility for our advertising, sponsorships, promotions, research, insights, and digital and consumer marketing initiatives.
Mr. Rajamannar has an extensive background in the payments industry, proven global marketing expertise, and rich international experience. A truly global citizen, he has lived and worked all over the world, including posts in India, Dubai, London, New York and Chicago, as well as Louisville, Kentucky, and Cincinnati, Ohio.
Prior to Joining MasterCard, Mr. Rajamannar served as executive vice president and chief transformation officer at WellPoint, Inc. During his tenure at WellPoint, he led the company’s strategic direction and had enterprise-wide oversight for Marketing, Innovation, Corporate Development & Ventures, Consumer Data Analytics, Digital and International Operations. He also led WellPoint's $10 billion Medicare Advantage business. Prior to WellPoint, Mr. Rajamannar served as chief innovation and marketing officer for Humana, a Fortune 100 Healthcare company. Earlier, he was with Citigroup for 15 years holding a number of roles, including global chief marketing officer, Cards and Payments, where he was responsible for transforming the company's credit card business model and strategies. From 2004 to 2006, Mr. Rajamannar was chairman and CEO, Diners Club North America. He also served as head of credit cards for Citi’s Europe, Middle East and Africa (EMEA) region. Prior to Citigroup, he held a number of senior marketing positions with Unilever in India.
Mr. Rajamannar has a Master of Business Administration from the Indian Institute of Management, Bangalore, India, and a Bachelor of Technology degree in Chemical Engineering from Osmania University in Hyderabad, India.
For more information about FutureM visit http://www.futurem.org
For more information about MITX, the organization that powers FutureM visit http://www.mitx.org