Carole Irgang Executive Partner

IBM iX

Carole Irgang joined IBM as an Executive Partner working with the iX team to accelerate

growth by helping Fortune 100 companies to future-proof and transform marketing. The iX

team is creating ground-breaking customer experiences that live at the intersection of

technology, strategy & world class creativity.

Prior to joining IBM, Carole worked as SVP Global Brand Marketing at GoDaddy leading

the charge in building a new customer-first marketing approach helping to accelerate

business results. And with just 9 weeks, Carole built, developed and executed a best ever,

business building Super Bowl campaign from start to finish. Carole also successfully

managed her own marketing consultancy, Red Shoes Marketing, helping Fortune 500

brands stand out in today’s cluttered marketplace.

Prior to launching her own company, Carole was the SVP of Integrated Marketing

Communications at Kraft Foods. Leading an aggressive change agenda, Carole created

the first ever Marketing Innovation Fund, Digital Hot House Program, Innovation

Immersions and led the corporate efforts to re-brand Kraft resulting in the new “Make

Today Delicious” global positioning.

Carole started her career on the agency side of the business and rose to Executive Vice

President at WPP’s Grey Worldwide & MediaCom where she helped some of the world’s

largest marketing companies like P&G, 3M, and Novartis.

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Artificial Intelligence

Artificial Intelligence is Everywhere!

Why Care About AI….

Creative

Ideation

Amplification

Campaign

Optimization

Unlocking

Insights Value

The Real Reason to Care about AI

IBM PEARL Marketing Measurement & Optimization

Dramatically increase audience

reach

Traditional CRM

vs. Marketing Demand

Platform prospects

100M

5M

to

Optimize return of every dollar

spent

Increase in ROI from campaign

investments

Y2Y

22%

Significantly increase Marketing’s

contribution to IBM Revenue

Growth in Marketing

Sourced Win Revenue

Y2Y

16%

Thought Starters…

9

Where’s the

Real Value How to

Test & Learn

What’s Team

& Process

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THANK

YOU!