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Is ROE the New ROI?

[On Demand]

Let’s Talk about Return on Engagement, Return on Emotion, and Return on Experience

In today’s new ecosystem, successful marketing campaigns track beyond Return on Investment (ROI) to paid, earned, and owned media. When your customers, clients, and potential leads are engaging with your brand on social media, this drives greater brand awareness, reach, and affinity. Businesses and brands that focus on building their collective ROE are also rewarded with invaluable feedback in real time.

Join AMA New York for a virtual panel discussion of how marketing executives are evaluating campaigns beyond ROI to incorporate powerful metrics of Engagement, Emotion, and Experience:

  • Where do these ROE metrics fit in the buyer journey and customer journey?
  • How can we measure these ROE metrics?
  • How can we leverage ROE metrics to market an intangible product or service and sell to multiple generations?
  • How is ROE motivating consumers along the path to brand loyalty and proactive word-of-mouth advocacy during COVID-19’s amplified environment of volatility and confusion?

Attendees will walk away with specific insights on incorporating ROE in the marketing mix to empower customer-driven relationships with brands.


Laurel Mintz – Moderator
CEO & Founder
Elevate My Brand

With a J.D/M.B.A from Rutgers University, Laurel’s background has uniquely prepared her to run a successful agency. Inspired by the innovative consulting work she executed early in her career with prestigious brands like Le Bec Fin, Public House Restaurant Group, Bassett Furniture and Julie Hewett Cosmetics, Laurel knew she wanted to play bigger. A decade later, Laurel has created an agency family serving both startups and blue chip global brands like Facebook, Verizon Digital Media Group, PAW Patrol, and Zendesk. Laurel’s favorite saying is FIOGID. Figure it out, get it done. And that’s exactly what’s brought the agency top talent and accolades since 2009.

Laurel sits on the Board of Directors for NFTE (Network For Teaching Entrepreneurship), the Women Founders Network, and the UCLA Restaurant Conference. She is a mentor for The Women’s Global Leaders Initiative and advises LAVA (Los Angeles Venture Association). Laurel wrote a weekly Inc. Magazine column appropriately entitled “On Brand” for three years. Her published work can be found in Entrepreneur, USA Today, The American Marketing Association and C-Suite Quarterly Magazine. Laurel and the agency have recently won the W3 Silver Award for the PAW Patrol Road Patrol Campaign, the 2017 Patrick Soon-Shiong Innovation Award, the LABJ Women in Business Award, Comerica and LA Lakers’ Women’s Business Award, amongst others.

Tim Rickards – Panelist
Marketing Director
Charles Schwab

Tim leads activation and engagement efforts for self-directed investors at Schwab. His team connects with clients through a combination of automated and ad hoc campaigns based on numerous behavior-and needs-based segments. He also led the firm’s first ever agile marketing pilot and sponsors ongoing innovation and process optimization efforts.

He’s been innovating and making things happen for over twenty years, working as a copywriter, account manager, general manager and marketing director. Before starting to specialize in financial services during the pre-iPhone era, he worked on consumer package goods, gaming, and tech brands for Arc Worldwide, Grey Advertising, and McCann.

You can find him posting regularly on LinkedIn and via his Substack newsletter “The Human Factor”.

Kai Boschmann – Panelist
Chief Marketing & Communications Officer
International SOS

Ms. Kai Britt Boschmann is Chief Marketing & Communications Officer with a global remit for its Marketing and Communications strategy at International SOS, the world’s leading medical and security assistance services company, and Ambassador for Duty of Care, headquartered in London and Singapore and operating in 92 countries.

Kai joined International SOS in September 2011 from Cable & Wireless Worldwide plc, where she was Corporate Affairs Director responsible for its global communications strategy. Before joining the challenger telecoms provider, Kai worked in international retailing for ten years as Communications Director for Burger King and Dixons Group plc. Prior to that, Kai spent six years with Federal Express Corp. (FedEx) based in Frankfurt, Brussels and London in marketing management roles and as their Head of EMEA Communications.

Lynn Godfrey – Panelist
SVP, Chief Experience Officer
The Leukemia & Lymphoma Society

Lynn Godfrey is the SVP, Chief Experience Officer for The Leukemia & Lymphoma Society (LLS) – the largest nonprofit dedicated to creating a world without blood cancers through investments in groundbreaking research, patient care and advocacy. Leading a multidisciplinary team across digital, content, experiential marketing, communications and creative development, she is responsible for stewarding the brand to drive mission impact, revenue growth and audience engagement.

A seasoned executive with +20 years of experience in vision-driven innovation and brand transformations in non-profit, public and corporate sectors, she has successfully delivered results for leading organizations such as the Girl Scouts of the USA, American Red Cross, PBS Kids, Nickelodeon and American Express. Launching her career in advertising at Young and Rubicam, Lynn earned her BA in Biology from Wesleyan University and her MBA in Marketing from the Kellogg School of Management at Northwestern University.  Lynn resides in New Rochelle, NY with her multi-generational family and pup, Lola.

For general program related questions please email [email protected]