Winning Trust When It Matters Most: Marketing in the Season of Spend

This Q4 is a battleground where trust becomes your ultimate competitive advantage. When consumers face an avalanche of promotions and every brand fights for attention, the smartest marketers know that authentic connection—not louder shouting—drives purchase decisions. This panel dives deep into the psychology of peak-season purchasing, exploring how to cut through marketing overload, balance lightning-fast personalization with data security, and leverage holiday psychology for both B2C and B2B success.

Agenda:

11:30am - 12:30pm Networking/Registration Check-in (refreshments will be served)

12:30pm - 1:30pm Panel Discussion/Q&A

Location:

Edelman

1200 Peachtree St NE

Atlanta, GA 30309

Parking:

Promenade Parking

1230 Peachtree Street NE

Atlanta, GA. 30309

Parking Rates:

0 - 30 MIN - $4.00

31 - 60 MIN - $8.00

61 – 75 MIN - $12.00

76 - 90 MIN - $14.00

90 - 120 MIN - $16.00

Max Daily - $20.00

Lost Ticket - $20.00

Thank you to our host !

Speakers:

(Moderator) | Founder and CMO, The SH Collective

Sharon Harris is a distinguished and forward-thinking executive, strategist, and marketing powerhouse. She brings more than twenty years of extensive global marketing management experience helping organizations break through and elevate the enterprise to another level. She is recognized as a prominent marketing leader, subject matter expert, and innovative executive. Sharon is an unstoppable force that has been honored to help organizations drive business value, accelerate their strategic vision and drive growth through digital transformation. 

Sharon currently runs her own marketing consultancy, The Sharon Harris Collective.  She focuses on helping her clients align their strategy and mission with their marketing tactics and outcomes.  Her consultancy builds outcome based strategic frameworks, digital advertising campaigns, thought leadership content programs, global event activations and social and experiential initiatives.  Sharon is a 2-time CMO with roles at Ascential Digital Commerce and Jellyfish. She has been a partner to some of the world’s leading brands including Uber, eBay, Disney, Procter and Gamble Spotify, Nestlé, Ford, Aviva and ASOS.  Sharon has held executive level positions at Deloitte Consulting, AOL/Verizon, and Microsoft.

She is active in her local community and works with several mentoring programs to support up and coming marketers. She serves as Co-Chair of IGNITE National, a nonpartisan organization that encourages young women to actively engage in the political process.  She is an Advisory Board Member for Black Girls Vote which works to empower Black girls in the political ecosystem. She is a founding member of the Black Executive CMO Alliance (BECA).  BECA is a nonprofit 501c3, focused on providing an intimate, trusted, safe space for Black marketing C-Suite executives to share, learn, elevate, and pay it forward in order to create opportunity, access, and equality for the current and next generation of Black-marketing leaders.

| Advertising and Partnerships Director, UPS

Kellie Streat is an award-winning advertising and marketing leader with extensive experience developing break-through campaigns for B2C and B2B audiences. She is skilled at launching integrated marketing programs, with a focus on strong partnerships, content development and social/digital marketing. Currently she is an Advertising and Partnerships Director at UPS responsible for leading digital programs to drive SMB revenue growth and transformational brand efforts that position UPS around the world. Kellie joined UPS in 2019 after a career as a brand marketer at AT&T developing campaign strategies with notable brand tie-ins such as DirecTV, NFL, NCAA and Apple among others. In her spare time, she enjoys spending time with family and traveling.

| VP Insights and Analytics, Newell

Mashu Sainz, is an insights and analytics executive with over three decades of experience delivering high-impact consumer, shopper, customer and market intelligence across the CPG and B2B sectors.

Currently serving as Vice President of Consumer/Shopper Insights and Brand Analytics at Newell Brands, she leads global insight strategies across diverse business units, championing data-driven decision-making and best-in-class research practices, now expanding rapidly into the AI space for Marketing.

Prior to Newell, Mashu held senior leadership roles at The Coca-Cola Company, WestRock, Serta Simmons Bedding and others, where she spearheaded functions spanning strategic forecasting, customer care, segmentation, trend analysis, and large-scale analytics operations. Her expertise includes navigating complex global markets, building business intelligence solutions, and driving organizational transformation through centralized insights frameworks.

| Executive Creative Director, Edelman

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