Educational Sessions

Monday, September 14

Cortez Ballroom

Kimpton Solamar San Diego

5-6:30 p.m.

Keynote: Phil Hansen

Artist Phil Hansen coined the term "Embrace the Shake" to describe his personal transformation after developing what seemed to be a career-ending tremor in his drawing hand. Today, Hansen's art career is more successful than ever, and after turning heads with a stunning TED Talk, he's become one of the most in-demand inspirational speakers in the world. We're thrilled to bring his message to our attendees at PDMI West!

Tuesday, September 15

All Sessions in Gallery 1, Lobby Level

Pendry San Diego

9:30-10:30 a.m.

Effective Marketing in the Age of Assistance

Every consumer has an AI-powered supercomputer in their pocket — and expectations are at an all-time high. Consumers today are curious, demanding, and impatient. A panel featuring leaders from Google, HandsOn Consulting, and Diray Media will discuss how brands are leveraging machine learning to provide helpful, personal, and frictionless experiences to their customers in the “Age of Assistance.” 


  • Jacob Lavalli, new business manager, Google

  • Andrew Farrar, founder, HandsOn Consulting

  • Harlin Ruben, vice president of digital media, Diray Media


  • Nancy Arnold, partner, Diray Media

11 a.m.-Noon

Influencers and the Power of Sound

How do some companies turn their brand into America’s best friend? Multimedia personality Bobby Bones and leaders from LifeLock and iHeart/Premiere Networks discuss how influencers can take a campaign from zero to hero with this highly effective shift in campaign mix.


  • Bobby Bones, multimedia personality, The Bobby Bones Show

  • Kathryn Kercher, consultant, LifeLock

  • Dan Metter, executive vice president, director of personality sales, iHeart/Premiere Networks

  • David Shiffman, executive vice president, national research, iHeart/Premiere Networks


  • Patty Mertes, vice president, audio, Havas Edge

1:30-2:30 p.m.

Regulatory Review

Listen as three of the leading attorneys in the performance-driven and direct-to-consumer world — from a trio of PDMI member firms — discuss the latest in federal and state regulations, the class action space, and more. The conversation will touch on social media, individual liability, and the rise of CBD, among an array of other topics.


  • Ed Glynn, partner, Locke Lord

  • Linda Goldstein, partner, BakerHostetler

  • Leonard Gordon, partner, Venable LLP


  • Thomas Haire, PDMI

3-4 p.m.

The Future Is the Past Is the Future

As over-the-top (OTT) and streaming services continue their rapid ascent, they are changing the data and attribution game for marketers on television. While ad tech — once the purview of the digital marketing landscape — continues to expand along with advanced TV options, many of the tenets that make up its “groundbreaking” data capabilities have their roots in the type of measurement once promised only by direct response TV. Hear from industry leaders on how the confluence of advanced TV and ad tech are perfecting the concept of attribution for marketers big and small.

  • Montgomery Gilchrist, head of West Coast programmatic and direct sales, Dish Media/Sling TV
  • Michaela Giovengo, head of performance marketing, Hulu

  • Chris Harris, vice president, FreeWheel Markets (A Comcast Company)


  • Dick Wechsler, founder & CEO, Lockard & Wechsler Direct

Wednesday, September 16

All Sessions in Gallery 1, Lobby Level

Pendry San Diego

9:30-10:30 a.m.

Deeper Into the Funnel

Thanks to newer products for advertisers, YouTube has evolved from an upper/mid-funnel branding solution to a full-funnel marketing solution. Learn more about how that evolution continues, the high-intent audiences marketers can target via the channel, and how YouTube can optimize and measure different consumer actions.


  • Chris Robertiello, video/brand lead, retail, YouTube/Google

11 a.m.-Noon

The Power of Biculturals

Today’s Hispanic consumers are of two cultures: they seamlessly move between languages, media consumption preferences, food, and music styles. Our panelists will focus on breaking down details and trends to better understand this consumer and provide proven methods to connect with this segment in a meaningful and profitable way. This segment should be on all marketers' radar due to its size, growth rate, youth, presence, and influence in both urban and suburban settings, their open-minded approach, and, ultimately, their brand loyalty. Learn how to win with this consumer by appealing to both of their cultural identities. 


  • Lucia Ballas-Traynor, executive vice president, Hemisphere Media Group

  • Diama Gabriel, multicultural advisor, direct marketing, ALSAC/St. Jude Children's Research Hospital

  • Sabrina Lopez, vice president of sales, Telemundo

  • Kyle Patten, vice president, direct response, Univision


  • Nicole Cordero, vice president, Hispanic media, Havas Edge

1:30-2:30 p.m.

What's Next for Linear TV?

Across the shifting television landscape, the buzz surrounds an alphabet soup of advanced TV options that are supposedly set to lay waste to traditional consumer consumption. Traditional linear television networks and stations are in a race to stay ahead of this curve, competing — and winning — with new offers, new products, and more. Hear from leading linear TV ad sales experts as they discuss how television’s incredible past is becoming an integral part of television’s future. 


  • Maria Kennedy, group vice president, Discovery Inc.

  • Ella Leung, sales manager, performance advertising, Disney

  • Jeff Nash, vice president, network ad sales, MeTV

  • Jamie Power, COO, addressable, and head of analytics, Cadent


  • Ed Crain, president and CEO, Kingstar Media

3-4 p.m.

PDMI Town Hall

PDMI West marks the end of the Performance-Driven Marketing Institute’s first year in business. As we turn our attention toward PDMI Year 2, hear from the group’s leaders about where we’ve come from, where we are, and — most importantly — where we’re going. And, with a lengthy Q&A session planned, this is your chance — PDMI members and non-members alike — to share feedback and a vision for the PDMI’s future.


  • Thomas Haire, chief content officer, PDMI

  • John Yarrington, chief executive officer, PDMI


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