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Session | October 13, 2014 | 4:00pm

Getting Back to Your Marketing Roots

Although mobile and social media marketing have been hot industry topics for the past few years, you can’t have a strong digital showing without first developing a solid marketing campaign. This panel dissects a variety of campaigns to see why some work and why some don’t.


Chad Bailey | CMO | Robeks

Robeks is the premier, industry-leading fresh juice and smoothie chain in the world, with more than 200 locations open or in development worldwide. With a commitment to taste, nutrition, and innovation, “Healthy has never tasted this good.™” Chad as Chief Marketing Officer has helped revolutionize the Robeks brand over the past two years with 28 consecutive months of same store sales growth, a brand-first new menu, a unique approach to social and digital media, aggressive industry-leading product development, and a next generation store design. Chad’s background includes over 10 years of marketing leadership in the food and beverage category, both on the client and agency side.

Karley Hofer | Director of Brand Development | Orange Leaf Frozen Yogurt

As director of brand development, Karley oversees all national and local PR and marketing efforts for Orange Leaf Frozen Yogurt’s domestic and international franchise locations. This includes strategy and planning in areas such as creative, social, communications, web, mobile, local store marketing and traditional PR. Karley also sits on Orange Leaf’s executive team which provides the strategic vision for the global brand. Orange Leaf is a self-serve, choose-your-own-toppings frozen dessert franchise with more than 320 locations in the U.S. and Australia. In 2013, Orange Leaf was ranked as the Fastest Growing Frozen Yogurt Chain based on network sales by IBISWorld.

Stephen Farr-Jones | President | ADM Marketing (Moderator)

Stephen brings over 25 years of marketing and retail industry experience to ADM Marketing. As president, he is responsible for business development, sales strategy, operations and brand identification. Clients in the restaurant industry include Perkins Restaurants, Marie Callender’s and O’Charleys. Stephen came to ADM from the world’s third-largest games software publisher, Vivendi Universal Games, where he was the vice president of marketing and business development. He also held the position of president for Coogi Australia, where he restructured US sales and distribution operations for the Australian luxury knitwear brand. Stephen was an integral member of Walt Disney Company’s Consumer Products Division, managing international and duty-free merchandising and licensing.