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How To Build Winning Customer Data Strategies

RampUp 2023 Session

Speakers

Evan Cohen

Manager, Advertising & Media Strategy, PGA Tour

Jessica Mirowitz

Manager, Audience Center of Excellence, Nestle Purina

Pat Ryan

Director, MileagePlus Data, United Airlines

Daria Willis

RVP, Specialists & Sales Excellence, LiveRamp

Evan Cohen

Manager, Advertising & Media Strategy, PGA Tour

Evan Cohen leads the development of the first-party data and paid media strategy, sitting between both the buy-side and sell-side of the PGA TOUR’s business. He plays a critical role in why the TOUR approaches media the way that they do. He drives meaningful impact to the TOUR through strategic guidance and insights delivered to stakeholders within our marketing and media teams. Focusing on our fans, he is ensuring the TOUR messaging is meeting the consumer where they are at and increasing consumption of the PGA TOUR product.

Jessica Mirowitz

Manager, Audience Center of Excellence, Nestle Purina

Jessica supports Purina’s portfolio of brands with identifying key audiences and collaborates with agencies to activate data-driven targeting strategies in an ever-changing privacy landscape. She helps drive an innovation mindset by participating in tests, capturing cross-platform insights and sharing best practices with brands to deepen connections with consumers. Jessica is an executive board member at a non-profit in St. Louis called Covenant Place, which provides affordable housing and programming to senior citizens. During the pandemic she developed curriculum to teach technology and social media safety classes to seniors over Zoom.

Pat Ryan

Director, MileagePlus Data, United Airlines

Pat Ryan leads data and its related use cases for MileagePlus, the United Airlines loyalty program. In this role, Pat oversees data science, marketing operations, analytics, market research, and loyalty data strategy. Pat joined the MileagePlus program in 1992 as a young boy, and 28 years later in 2020 was hired into the Chicago-based carrier. Prior to joining United, Pat spent time in analytics for Publicis Media and Discover Financial Services. Pat attended the University of Illinois and DePaul University. He lives in Chicago with his wife, Elizabeth, and dog, Mabel.

Daria Willis

RVP, Specialists & Sales Excellence, LiveRamp

Daria is a commercial leader at LiveRamp with over 15 years of experience driving business strategy, having overseen the marketing technology chain end-to-end over the course of her career.