NYU Stern, Clinical Professor of Marketing
Archetypes, Co-Founder & CEO
NYU Stern, Professor and NEC Faculty Fellow
Salesforce Marketing Cloud, Chief Marketing Officer
Routehappy, Founder & CEO
Break: 10:30 - 11:00 am EDT
Routehappy is a smarter meta-search site that reveals the experiential factors that matter most to flyers— seat size, entertainment, Wi-Fi, plugs— together with price and schedules. Before Routehappy, Bob developed airline partnerships at Site59 and was general manager as it was acquired by Travelocity. Bob later grew a suite of media products into a global media business, created a price comparison tool generating tens of millions of dollars in its first year, and revamped IgoUgo.
Bob started his career at the US Embassy in Moscow, managing travel, organizing Congressional and Presidential delegations and facilitating consulate openings in the former USSR. Bob then led Sales & Marketing for a new international hotel in Moscow before joining the founding staff of a $440 million venture capital firm.
Bob has a MBA from The Wharton School of the University of Pennsylvania and a BA in Russian and International Affairs from George Washington University.
Scott is a Clinical Professor of Marketing at the NYU Stern School of Business, where he teaches brand strategy and luxury marketing, and is the founder of L2, a think tank for digital innovation. Scott is also the founder of Firebrand Partners, an operational activist firm that has invested more than $1 billion in U.S. consumer and media companies. In 1997, he founded Red Envelope, an Internet-based branded consumer gift retailer. In 1992, Scott founded Prophet, a brand strategy consultancy that employs more than 120 professionals in the United States, Europe, and Asia. Scott was elected to the World Economic Forum’s “Global Leaders of Tomorrow,” which recognizes 100 individuals under the age of 40 “whose accomplishments have had impact on a global level.”
Scott has served on the boards of directors of Eddie Bauer (Nasdaq: EBHI), The New York Times Company (NYSE: NYT), Gateway Computer, eco-America, and UC Berkeley’s Haas School of Business. He received a B.A. from UCLA and an M.B.A. from UC Berkeley.
Michael is a serial entrepreneur whose last company, Buddy Media, was acquired by Salesforce.com (NYSE: CRM) for $745 million. He currently serves as the Chief Marketing Officer of the Salesforce Marketing Cloud. Marketing Cloud unites the capabilities of Buddy Media, the world’s #1 social marketing solution, with the world’s #1 social analytics solution, Radian6, and the world’s #1 cloud computing CRM provider and 5th largest software provider, salesforce.com. It is the world’s only unified suite for social marketing, empowering businesses to make better decisions in marketing, sales and service. Michael is widely recognized as one of the most innovative leaders in digital media and marketing. His byline has appeared in Fortune, Advertising Age, Dow Jones’ AllThingsD. Fast Company and Inc., among other publications, and he is a frequent guest on CNN, CNBC, Bloomberg, the BBC and other broadcast outlets. In October 2012, Michael was named to Fortune magazine’s “40 under 40” list of business’ hottest rising stars under the age of 40. In June 2011, Michael was named the New York region Ernst and Young Entrepreneur of the Year. Michael is an active investor in digital media companies through Lazerow Ventures, an investment fund he launched in 2011. Current investments include Tumblr, Saving Star, Scopely, Namely, Tagman, ChatID, Twice, Bitium, Have to Have, Social Touch and Copious. He sits on the board of directors of Harmonix, one of the world’s leading independent game development studios that created the blockbuster Rock Band and Dance Central franchises, and were the original developers of Guitar Hero. He graduated from Northwestern University with a B.S. and M.S. in Journalism in 1996.
Michael Mendenhall is CEO and Co-Founder of Archetypes, Inc. and a member of the Board of Directors. He is Managing Partner for and sits on the Board of Directors of Revolate Holdings, LLC. Previously, Mr. Mendenhall was SVP and CMO at Hewlett Packard. Before HP, he was President of Marketing and Synergy for Walt Disney Studios and EVP of Global Marketing for Walt Disney Parks and Resorts, where his work won an Emmy and two Silver Lion’s Best Corporate Campaign Award at the International Advertising Festival in Cannes, France.
Mr. Mendenhall has been a member of the World Economic Forum’s Global Agenda Council on Marketing and Branding, the Academy of Television Arts & Sciences, the CMO Inner Circle, the senior advisory board of the Executive Marketing Council, the CMO Club and the Marketing 50, and has served as a board member on the Churchill Club, Brandweek’s Editorial Advisory Board and the Advertising Council.
He has been recognized by BtoB, Advertising Age, The Delaney Report, Marketing Daily and The Internationalist and has received Distinguished Alumni Award from Emerson College in Boston, where he also is on the Board of Overseers.
Divya is the co-founder of LocalFountain LLC, an online service that connects customers with local event service professionals to obtain multiple quotes and deals for their upcoming event need. She started her career at Citi as a Management Associate in 2004. At Citi, she held progressive roles in various divisions ranging from Fixed Income Analytics to Citi’s Transactional Service business line. In her last role at Citi, she was a Senior Vice President managing Citi’s AML Optimization efforts globally. In January 2013, Divya and her husband launched LocalFountain with an aim of solving a problem they had once faced when planning their wedding.
She holds a MBA from the NYU Stern School of Business and earned her B.E in Computer Engineering from the State University of New York at Stony Brook.
Arun Sundararajan is Professor of Information for Operations and Management Sciences at New York University. Professor Sundararajan is a Senior Editor of the journal Information Systems Research and has served on the editorial boards of MIS Quarterly and Management Science. He was the founding co-chair of the NYU Summer Workshop on the Economics of IT and of the Workshop on Information in Networks. His past doctoral students hold academic positions at a number of leading institutions. His opinion pieces have appeared in Bloomberg, CIO Magazine, the Economic Times, the Financial Times, Harvard Business Review, Knowledge@Wharton, the Mint and Wired. His research has been supported by organizations that include Google, IBM, Microsoft, the MPAA and Yahoo!
At the L2 Digital Influence Clinic, NYU Stern Professor Arun Sundararajan explains the balance brands must strike between proactive and reactive customer engagement. He says high end brands like Apple might damage their brand image with too much engagement on Facebook.