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Dallas Executive Luncheon – B2B Digital Marketing Strategy & Tactics

February 21 @ 11:15 am - 1:00 pm

$20 – $45

B2C digital strategies and tactics don’t often translate well to B2B, but the impact of a well thought out and executive digital campaign is equally as powerful.

  • Segmenting and developing personas in a B2B market
  • Social media marketing in the B2B space
  • Harnessing the power of email and personalization in B2B
  • Content marketing for business
  • Marketing automation for B2B
  • Account Based Marketing (ABM) strategies
  • Mobile marketing in a B2B context
  • The nuances of measuring the ROI of a B2B digital marketing campaign


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Rafael Garcia

Chief Marketing Officer
Hilti North America

Rafael Stefano Garcia leads Hilti North America’s marketing initiatives as Chief Marketing Officer and Senior Vice President of Marketing.

Garcia has spearheaded marketing initiatives including the portfolio of Hilti services and the Application Software program. His tenacity and drive for innovation have awarded him global recognition, where Hilti North America marketing initiatives are now a testing ground for global release.

In 2017, Garcia celebrated his 16th year with the company. He began his career at Hilti headquarters in Liechtenstein as business controller and has diversified his career by growing internationally and holding positions in project management, sales management, director of marketing and trades in the Northeast and senior marketing director in the United States and Canada.

Before moving to the United States, Garcia served in the Swiss Military Artillery Unit up until his honorable discharge in 2007 with career advancement to Hilti North America.

Garcia earned his Masters of Mechanical Engineering degree from the Swiss Federal Institute of Technology (ETH) in Zurich.

While moving across the United States, Rafael has been able to instill the family values he grew up with in his two children through community outreach. His two children enthusiastically volunteer to feed and clothe the less fortunate residents of their community and have been active in many of Hilti’s disaster recovery initiatives.

Garcia was born in Switzerland and has lived in Latin America, primarily in Ecuador. He now resides in Dallas, Texas.

The international Hilti Group supplies the worldwide construction industry with technologically-leading products, services, and software that provide construction professionals with innovative solutions and superior added value. Hilti employs more than 22,000 people in over 120 countries who passionately create enthusiastic customers and build a better future. Hilti’s North America operations include more than 3,000 employees in three countries.


Peter Hegi

Chief Marketing Officer
Compass Professional Health Services

With more than 20 years of experience developing and commercializing new products in high-tech and high-growth industries, Peter Hegi serves as Chief Marketing Officer at Compass Professional Health Services. In this role, Peter is responsible for all of the company’s marketing and branding efforts and was instrumental in redefining and redirecting the company’s brand strategy. Prior to joining Compass, Peter spent nine years at St. Jude Medical, where he held a number of strategic marketing positions, including serving as vice president of Neuromodulation & Enterprise Connectivity. Earlier in his career, he held engineering and operational roles at Sun Microsystems, Apple Computer, and Retractable Technologies. Peter holds five U.S. patents and has an M.B.A. from Stanford University Graduate School of Business, as well as a M.S. in manufacturing systems engineering and a B.S. in mechanical engineering from Stanford University. A former NCAA champion gymnast, Peter brings his competitive fire to championing simpler, smarter healthcare for employees, employers and health plans.


Nancy Kelly

Director, Digital Marketing
Texas Instruments, Inc.

Nancy Kelly is responsible for the company’s digital marketing organization.  This organization is responsible for all portfolio marketing, external product promotions, content marketing, digital channel management and web content.

Throughout her career, Nancy has held a number of leadership positions in external communications and digital marketing supporting TI businesses.

Nancy joined TI in 2007, and has a bachelor’s degree in Public Relations from the University of Texas at Austin and a Master of Business Administration from Southern Methodist University.

Benjamin Murray

Global Manager, Marketing Operations and Performance

In Norse mythology, Mjölnir is the hammer wielded by Thor, the Norse god of thunder. Like Mjölnir, Benjamin is also of Norse descent (on his Mother’s side) and while he may not grant those in his presence the power of flight or the ability to control lightning, he certainly works hard to elevate those around him and bring strength, focus and determination to his teams. As the global manager of marketing operations and performance at Celanese, Benjamin optimizes planning and executing processes, brings insight into utilizing digital platforms (GA, Marketo, Eloqua, SFDC to name a few…), and seeks to provide insight into the success and business impact of marketing efforts.

Discussion Moderated by Brad McCormick

CSO for Moroch

Brad B. McCormick is the Chief Strategy Officer at Moroch, a Dallas-based top 10 independent marketing agency. Brad has over 19 years of experience in helping global B2C & B2B companies create brand equity in the digital world.

A native Texan, Brad spent the majority of his agency career in New York City in roles such as senior digital producer, senior digital strategist, and Global Digital Director.

Brad works with a long list of clients spanning a broad range of industries, with strategic digital experience in the CPG (Gillette, Kellogg, LEGO), technology (Cisco, HP, XEROX PARC), health care (Johnson & Johnson, Novartis,Epocrates), government (US Dept. of Homeland Security, Council on Foreign Relations), and nonprofit (Smokey Bear, Girl Scouts) sectors.

His team’s work has been recognized by Communication Arts, the Webby Awards, SXSWi and the One Show.

Brad teaches Digital Marketing Strategy and Management and B2B Digital Marketing at SMU CAPE), and will be offering a new B2B Digital Marketing course at SMU CAPE in the Spring of 2018. More information at: www.smu.edu/digitalmarketing

A frequent speaker on social media strategy & measurement tools, Brad has been quoted in the New York Times and Business Week and has written for both PRWeek & Ad Age. PR Week named Brad one of the four “Top Digital Creative Minds” in the industry. Brad is also a Certified ScrumMaster® in agile project management. Brad holds a BS in Creative Advertising and a BA in American Studies/Liberal Arts from the University of Texas at Austin.



Register early and save! If you register online in advance pricing for this event is $45 for non-members and $30 for members. At the door tickets will be $55 for non-members and $40 for members.

AMA DFW Members ~ don’t forget to take advantage of your DISCOUNT! Enter your member number in the ‘promotional code’ field when registering and save $10!


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February 21
11:15 am - 1:00 pm
$20 – $45
Event Category:


Venue Forty50
4050 Belt Line Road
Addison, TX 75001 United States
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