MarTech East 2018: Lessons from 2 retail giants


Marketing Transformation - How to Drive Successful Change with an Emphasis on Marketing’s Operating Model

This year, businesses are expected to spend $1.3 trillion (USD) on digital transformation initiatives, but recent research suggests that many professionals are still confused about what digital transformation means for both their companies and their individual jobs—so much so, that 70% of these initiatives fail to reach their goals.

As expectations on the Marketing grow, leaders don’t have the option to fail at driving change. The organization must evolve to stay competitive, to better serve your customers, and to continue attracting top talent. And, there’s more to it than just deploying technology and digitizing processes. In fact, if you start with only technology, your efforts are more likely to fall short.

As such, this session will offer holistic approach to top down, sustainable change uniquely for marketing, with real world case studies focusing in grocery and retail.

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Learning objectives include:

  • Responses to disruption in grocery and retail
  • How to overcome team silos and connect your people
  • Ways to create the right processes to support your customers and team
  • How to consider the big picture of your martech stack to support your operating model


Eric Rotkow is managing director at Zee Jay Digital, a consulting firm focused on marketing operations and the transformation of marketing organizations and technology. Eric leads the research, design, strategy, and implementation of enterprise-wide marketing initiatives. Eric believes that while marketing technology is fundamentally critical, marketing leaders must broadly reconceive their organizations before applying technology.

Kelley Troia is former head of marketing operations at both Whole Foods and Walmart, reporting to the CMO. She is a compassionate professional who understands how to leverage creative for high-impact business results and serves as an effective translator between development and the broader business at large. Most recently at Whole Foods, Kelley established the marketing operations function responsible for all project execution (PMO), print production & fulfillment, marketing technology, and marketing finance ($100M budget). Previously, Kelley managed Project Management, Production Design and Marketing IT at Walmart US, responsible for keeping all marketing and creative projects on time, on budget; as well as continually improving processes in the ongoing quest for operational excellence.

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