Afternoon Keynote: “Catalyzing Change: The Power of Data” by Ronalee Zarate-Bayani, Head of Global Integrated Marketing and Digital Advancement, Hershey’s

Monday October 9th • 4:30 pm - 5:45 pm • Inspiration Zone, Great Hall

Ask an American on the street what comes to mind when you say “The Hershey Company,” and the likely answer is “delicious chocolate.” What most Americans don’t see is the marketing engine behind this snacking powerhouse—a company that is transforming itself and making sure it never stops winning the hearts and minds of consumers in an always-evolving competitive landscape. At Hershey’s, Ronalee Zarate-Bayani is charged with advancing the company’s digital marketing capabilities and views data as a key competitive advantage to driving marketing excellence.

In this keynote address, Zarate-Bayani will challenge us to see how data can extend beyond consumer insights into enabling innovative new products, power truly integrated marketing, and enable compelling strategies that focus on consumers, the people who eat the candy, at the core.

You’ll learn: 

  • Why everyday data is just as important as “big data”
  • How data’s value extends deep into brand building and the creative process
  • How data powers innovation and vice versa