Michigan Ross School of Business | Groups



Marketing Panels

Panel 1: Turning Big Data Insights into Actionable Marketing Initiatives
According to a recent McKinsey report, retailers that take full advantage of data analytics could increase their operating margins by over 60%, and yet IDC estimates that only about 0.5% of all digital data is ever analyzed.  The numbers are staggering, and the data exists, but how do companies capitalize on all that information? This panel will discuss what companies are currently doing to not only track and analyze data, but also turn that into meaningful marketing initiatives that improve a customer’s experience and a company’s bottom line.

  •  Dave Mitchell, Dow

  • Greg Claussen, Owens Corning

  • Steve Vekich, Land O’Lakes

  • John Goetter, Mars

  • Ilana Kegel Singh, Walmart

Panel 2: Marketing to Consumers Who Have Access to Unlimited Information
Nearly 90% of consumers use the internet to search for information on products, services and businesses prior to purchasing and 79% follow products or businesses on social media to get even more information, according to Fleishman-Hillard.  It seems that consumers are increasingly well-informed prior to seeing promotions and making purchases.  How do companies manage customer experiences with consumers who have unlimited, and constant, information? This panel will discuss what companies are doing to maintain their brand image in a world where consumers and companies are on equal footing when it comes to information.

  • Chris Skinner, Owens Corning

  • Brian Goldstine, Kimberly Clark

  • Jamie Kinnear, Land O’Lakes

  • Steve Ingmire, Mars

  • Jason Bortz, Reckitt Benckiser

  • Sarah Jose, SC Johnson

Keynote Speakers

WELCOME KEYNOTE: Marcus Collins, Senior Vice President, Doner & Adjunct Professor at NYU

Marcus Collins is a culturally curious thinker with an academic insight into the cognitive drivers that impact consumer behavior. He serves as the SVP of Social Engagement at Doner, a full-serve advertising agency. Previously, he led the Social Engagement practice across the New York advertising agency, Translation, leveraging the psychological motivators that drive what we do, say, and share in an effort to create culturally contagious marketing programs that extend across both the online and offline world of “social.” His strategies and creative contributions have led to the success of Budweiser’s “Made In America” music festival, the launch of Bud Light Platinum, the launch of the Brooklyn Nets (Hello Brooklyn!), and State Farm’s “Cliff Paul” campaign – to name a few. 
Prior to joining Translation, Marcus ran the Microsoft, GORE-TEX®, and Colgate Palmolive accounts for Big Fuel Communications – a pure play social media agency. Marcus has always found himself at the convergence of media and culture, and this is where he is most comfortable. From his time spent at Apple (iTunes Partner Marketing), leading iTunes + Nike sport music initiatives and college marketing efforts, to running digital strategy for Beyoncé (Music World Entertainment) and co-founding Muse Recordings, he combines consumer behavior with people-driven experiences that put the consumer front and center.
Beyond his professional endeavors, Marcus is an extremely passionate educator and an AACSB certified clinical instructor. He teaches Innovations in Marketing and Social Engagement as an adjunct professor at New York University’s department of Media, Culture, and Communications in the Steinhardt School. Most recently, he joined the Luxembourg School of Business’ Executive Education efforts as a professor of marketing. He is among the roster of instructors at Hyper Island, leading social engagement sessions for executive leaders and digital practitioners, and frequently teaches at General Assembly (NYC) and Miami Ad School (Brooklyn, NY). He lectures at his Alma Mater - the Ross School of Business at the University of Michigan, the Questorm School of Business at Boston University, and the Savannah College of Art and Design.
Marcus holds an MBA with an emphasis on Strategic Brand Marketing from the University of Michigan, where he also earned his undergraduate degree in Material Science Engineering. He is a proud Detroit native, a devoted husband, and loving father.

KEYNOTE: Clive Sirkin, Chief Marketing Officer, Kimberly-Clark Corporation

As Chief Marketing Officer of Kimberly-Clark, Clive Sirkin leads the company’s Global Marketing Organization, accountable for accelerating and driving sustainable growth in revenue & profits across Kimberly Clark’s consumer business and business to business divisions.

Today, Mr. Sirkin is focused on transforming K-C and its 55,000 employees around the world into agile brand builders capable of winning in a digital world.  Since he took the role in the beginning of 2012, Mr. Sirkin has championed the intersection of marketing and technology.  He also leads the effort to drive innovation at the intersection of channel, product, and media by tapping into the technology and digital start up community through the creation of a digital innovation lab.

Prior to joining Kimberly-Clark, Clive consulted with CPG marketers to transform their marketing processes and capabilities and refocus the talents of their organizations and their agency partners to commercialize their brands more effectively and efficiently in a digital world.
In 1989, Mr. Sirkin joined advertising giant Leo Burnett and spent the next 16 years in a variety of increasingly responsible roles, ending his time at the agency as the Group Managing Director of Leo Burnett Worldwide.  In this role he was accountable for their global clients and their global business strategy.  Clive sat on the board of the agency and co-chaired the agency’s Global Product Committee. 
A native of South Africa, Mr. Sirkin holds a bachelor of commerce degree in economics and marketing from the University of Witwatersrand in Johannesburg.  He, his wife and two children currently live in the Chicago area.


KEYNOTE: John Ellenberger, Senior Vice President, U.S. Dairy Foods, Land O’Lakes

John Ellenberger became Senior Vice President and General Manager for U.S. Dairy Foods in January 2014. Prior to that, he held several leadership roles in Land O'Lakes' Retail and Foodservice business units since joining the company in 2008. Ellenberger brings many years of Marketing and General Management experience to Land O'Lakes, having held leadership positions in both consumer and business-to-business environments. Prior to joining Land O'Lakes, Ellenberger was Senior Director, Corporate Marketing for American Medical Systems where he had global responsibility for the development and expansion of the AMS brand, and prior to that, spent 15 years in marketing leadership roles at General Mills, Inc.

Ellenberger has an MBA from the Carlson School of Management and a B.A. in Political Science from the University of Minnesota.