“Alexa, How Can I Develop an Effective Voice Strategy”
General Session Room: Harbor A-F
Voice is one of the newest and perhaps most challenging mediums for brands looking to win with the consumer. During this session, Rob Ciaffaglione of E.T. Browne will moderate a discussion with Dave Isbitski of Amazon and Ethan Goodman of The Mars Agency about the key topics for brands to consider as they evaluate how to play in this emerging channel, including:
- Why Voice matters and how consumers are engaging
- What capabilities are available to brands and how they can get started
- Key learnings, best practices and benchmarks for brand activation (including investment levels and measurement)
Dave Isbitski | Amazon
Ethan Goodman | SVP Innovation | The Mars Agency
As SVP of Innovation at The Mars Agency, Ethan helps to drive growth and technology breakthroughs for the agency’s Fortune 500 clients and industry-leading brands. A nationally-renowned marketing strategist with deep expertise in digital and shopper marketing, Ethan was named in Adweek’s March 2012 “Young Influentials” list, which recognizes the top 20 marketing and advertising professionals in the US under the age of 40.
Previously, as Director of Digital Strategy at Leo Burnett/Arc Worldwide, he implemented results-driving digital strategies (spanning social media, mobile, etc.) for various Fortune 100 clients. He was also instrumental in growing the agency’s burgeoning eCommerce practice, which gained notoriety for its unique Shopper Back™ approach to strategy and design. Prior to joining Leo Burnett/Arc, Ethan spent four years at The Mars Agency where he built the foundation for their Digital Shopper Marketing team.
He is a proud graduate of the Stephen M. Ross School of Business at the University of Michigan (BBA ’05), a devout Michigan Football fan and an avid skier. He currently resides in Ann Arbor, MI.
Rob Ciaffaglione | Director of eCommerce | E.T. Browne Drug Company
Rob Ciaffaglione is the Director of eCommerce at E.T. Browne Drug Company, where he is tasked with developing and leading the eCommerce strategy for their Palmer’s skincare & haircare brand. Prior to just recently joining E.T. Browne, Rob spent 10+ years at Beiersdorf (Nivea, Eucerin, Aquaphor) where he led the Shopper & Customer Marketing Team and played a key role in the company’s growth in the eCommerce channel. In addition to experience in eCommerce and Shopper Marketing, Rob has held various roles throughout his career in Customer Insights, Key Account Management, Category Management, and Go-To-Market Management.
Rob holds a Bachelor’s Degree in Marketing from Sacred Heart University. He currently resides in White Plains, NY with his wife Leana, and their two sons, Luca and Caleb.