Culture Shifters Summit Regional Summits Past Events

Culture Shifters Summit

Apr 16 • Hosted by Ross School of Business at the University of Michigan • Ann Arbor

Where culture leads, brands follow—and the smartest marketers know how to meet the moment. Culture, Commerce & Creativity brings together today’s most influential brand leaders, creators, and cultural architects to explore how marketing is evolving at the intersection of sport, music, technology, and community.

Through dynamic fireside chats and panels, speakers will unpack bold marketing strategies, the rise of AI-powered inclusivity, the power of fandom, and why playing it safe is no longer an option. Expect candid conversations, real-world case studies, and actionable insights.

Whether it’s leveraging storytelling to drive cultural impact, tapping into creators and athletes to amplify brand voice, or redefining legacy brands for a new generation, this event is designed for marketers who want to lead—not follow—the future of culture-driven growth.

9:00 AM Breakfast & Registration
10:00 AM Welcome Remarks

Brandon Gutman, Co-Founder & Co-CEO, Brand Innovators

Marc Sternberg, Co-Founder & Co-CEO, Brand Innovators

Dr. Marcus Collins, Clinical Assistant Professor of Marketing, University of Michigan – Stephen M. Ross School of Business

Joe Varano, Vice President Content & Community, Brand Innovators
10:10 AM Between Two Wolverines

Dr. Marcus Collins, Clinical Assistant Professor of Marketing, University of Michigan – Stephen M. Ross School of Business

Damaune Journey, Global Chief Growth Officer, 72and Sunny
10:40 AM The Globalization of Football Through Music

Javier Farfan, Global Brand & Consumer Marketing, National Football League

Moderated by: Jason Newman, Senior Vice President, Marketing Solutions, Audacy
11:10 AM Building Culture From the Ground Up

Richard Bardelli, Senior Director Project Management, Ford

Larry Brinker, Jr, Chief Executive Officer, Brinker Group

Moderated by: Jay Norman, Co-Founder & Chief Executive Officer, Verse + Hook
11:40 AM Networking Break
12:00 PM The Culture Code: Relevance, Community & the Future of Brand Growth

Lisa Bell, Influencer Director, The Kitchen at Kraft Heinz

Dana Mosa-Basha, Director of Marketing, Shinola

Jasmine Williams, Brand Marketing Manager, L’Oréal

Moderated by: Claire Middleton, Manager, Integrated Campaigns, Innovid by Mediaocean
12:30 PM No More Safe Marketing: Bold Brands Win Culture

Nick Robinson, Global Integrated Marketing, Wearables, Meta

Davang Shah, Vice President of Marketing, LinkedIn

Moderated by: Jon Gunnells, Senior Director Brand Partnerships, Opendorse
1:00 PM Lunch
2:00 PM Fireside Chat

Danielle Spikener, Head of Inclusive Marketing (IMPACT), Kraft Heinz Company

Moderated by: Matt Slater, Senior Vice President, Client Partnerships, GSTV
2:30 PM From Awareness to Influence: Tapping into Culture to Build Brand Relevance & Lasting Loyalty

Real-world examples of brands that turned cultural insight into sustained influence and loyalty

Kim Barnes Arico, Head Coach, University of Michigan Women’s Basketball Team

Patrick Jacobs, Vice President, eCommerce, Wolverine Worldwide

Michael Stornant, Former Chief Financial Officer & Executive Vice President, Wolverine Worldwide

Jared Wangler, Founder, Valiant Management Group & Champions Circle

Moderated by: Ian Bunting – Agency Executive Director, Valiant Management Group
3:00 PM Impact Meets Influence: Storytelling at the Center of Culture

Using narrative-driven content to connect purpose, creators and consumers in meaningful ways

Daniel De Jesus Krueger, Vice President, Head of Creative, StockX

Moderated by: Aidan Swan, Account Executive, swsh
3:30 PM Networking Break
3:45 PM Legacy Brands: Connecting with Today’s Consumers Through Fandom

How established brands revive relevance by embracing fan cultures and co-creative collaborations

Justin Bailey, Global Consumer & Partnership Marketing, Harley Davidson

Ben Ewy, Vice President Global Product Design, Carhartt

Reed Harris II, North America Inclusion Lead, Kenvue

Jennifer Presta, Growth Audience Marketing Manager, Stellantis

Moderated by: Chris Mathieu, Senior Director of US Brand Partnerships, Wattpad
4:30 AM Reframing the “C” Suite: Culture, Commerce, and Creativity with Adrian Per

Adrian Per, Content Creator & Director, @omgadrian

Moderated by: Danielle Robinson Bell, Clinical Associate Professor, Northwestern University’s Medill School
5:15 PM Wrap & Happy Hour