Meeting/Event Information

IABC Dallas Professional Development Luncheon

September 12, 2017
11:15 AM - 1:15 PM
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The Clubs of Prestonwood
15909 Preston Road
Dallas, TX 75248

Corporate Culture -  Creating, Building, and Nurturing

A strong corporate culture is said to have significant benefits.  Those benefits include getting employees to achieve company goals & objectives, operate safely, give back to the community and produce products of superior quality – to name only a few of the benefits. On September 12, join the leaders of corporate culture from several DFW companies to learn how they view the corporate culture of their company, and hear their answers to the questions below and others during our informative session.

  • How do companies intentionally and deliberately develop their corporate culture?
  • Who owns the origin of the culture and its ongoing maintenance and management?
  • What is the true value of an organization’s culture and what happen if it slips?
  • Should all companies have a corporate culture?
  • Who decides what that culture will be?
  • How does a culture champion convince management to commit financial resources to developing a solid culture?

Corporate culture is on the minds of CEOs, Boards of Directors, Directors of Marketing and Communications, employees, shareholders and just about every other audience who cares about your company.  This is definitely a topic on which all communicators should be versed, whether you’ve been at your company for only a year, or if you’ve been there since the beginning.


Jason Roberson, managing editor, Dallas Business Journal, panel moderator
Hattie Peterson
, Senior Vice President of Marketing and Communications, TDIndustries
Casey Shilling, Chief Marketing Officer, Zoe's Kitchen
Selia Jenkins, Manager of Public Relations at Mary Kay Cosmetics

Panelists Bios:

Jason Roberson

Jason Roberson is managing editor of the Dallas Business Journal. He has communicated business news from multiple positions throughout his career — as an award-winning reporter for major daily newspapers, a magazine freelance writer, corporate ghost writer, public relations supervisor, and now, managing editor.  

In this role, he oversees all day-to-day operations of the Dallas Business Journal’s newsroom. He directs all coverage in the DBJ’s print and online editions.

Prior to joining the publication, Roberson worked for FleishmanHillard public relations firm. He led and assisted on communications for multiple clients, including AT&T, USAA and Texas Oncology.

Before joining the agency, Roberson was a business reporter for magazines and newspapers across the country. At the Dayton Daily News, he wrote about retail, housing and economic trends. At the Detroit Free Press, he wrote about labor and automotive manufacturers. At the Dallas Morning News, he wrote about the business of health care at the intersection of poverty, politics and immigration.

Roberson has received top honors for investigative business journalism from the American Press Institute, Society of American Business Editors and Writers, Texas Medical Association and Dallas Bar Association.    

Hattie Peterson

Hattie Peterson is a Senior Vice President leading the marketing, internal and external communications and public relations teams.  Her role gives her responsibility for brand strategy and marketing efforts for the company.  She also oversees and closely collaborates with the sales team on the pursuit strategy and development of qualifications.  

Prior to joining TDIndustries, Hattie led the marketing and communications efforts for a regional architecture and engineering firm where she developed and led the public outreach arm of the organization working with multiple public agencies to raise awareness and gain consensus from their constituents on a variety of planning and construction projects.

Hattie is active with several non-profit organization and currently serves as Board Programs Chair for the Dallas Regional Chamber Leadership Dallas Alumni board and the Board Development Chair for Big Thought.  Hattie has also been actively involved with the Society of American Military Engineers, which inducted her as a Fellow in 2010.   

Hattie earned her B.S. in Business Administration with an emphasis in marketing from Brigham Young University.  She is married with two daughters and currently resides in the D/FW metroplex.

Casey Shilling

Casey Shilling joined Zoës Kitchen in 2016 as Chief Marketing Officer, with more than 20 years of experience building lifestyle brands, including marketing campaign development and execution, digital strategy, new store launches, new product launches, innovative partnerships, consumer engagement and field communication. Casey leads the Zoës Kitchen marketing team to build brand awareness and to engage guests through sales-driving, integrated marketing programs, digital, loyalty, public relations, social media campaigns, and other omnichannel marketing initiatives.

Prior to joining Zoës Kitchen, Casey served as Vice President of Marketing and Public Relations at The Container Store. Over her long tenure with the storage and organization retailer, Shilling helped build the brand, leading the company’s national and locaal marketing, new store launches, digital content creation, social media, public relations and community outreach.  During her time there, she also oversaw the company’s recruiting, training and workplace culture initiatives.  Prior to The Container Store, Casey worked for marketing agencies Bustin & Co. and Meltzer and Martin Public Relations doing consumer packaging, retail, restaurant and hospitality client work and she began her career as a reporter/anchor at KTEN television covering news in southeastern Oklahoma and north Texas.

Shilling received her Bachelor’s degree in 1992 from Texas State University. When not at Zoës Kitchen, she enjoys spending time with her husband and four children, traveling and searching for great foodie finds with friends and family.  Casey’s Zoës Kitchen menu go-to is Orzo “Tabouli” Salad with Salmon Kabobs, though she loves the new Lamb Kafta with Cauliflower Rice Bowls.

Seila Jenkins

Seila Jenkins has nearly 10 years of experience as a communications professional. She has experience in a combination of communications related fields such as journalism, MARCOM, public relations, marketing and social media. In her current role, Seila leads the Corporate Communications team in a variety of responsibilities supporting the North America region. These responsibilities include traditional media relations, corporate relations, crisis communications and social media.

Previously, she worked for AT&T and American Airlines where she held a variety of marketing and social media positions. Before moving onto corporate, she was a reporter for one of the leading newspapers in Spain.

Seila has vast multicultural experience having lived in Spain, Norway, Singapore, and the US. She currently speaks four languages. She earned her Master’s degree and dual Bachelors in Journalism and Mass Media fields from Universidad Carlos III of Madrid, Spain.

In her personal life, Seila is married and lives in Addison, Texas. She enjoys working out, reading the news, SCUBA Diving, history and her 2 pet cats.

Deadline to register: Sunday, Sept. 10 

New luncheon pricing:
IABC Dallas members: $35
Non-members: $50
Students: $25
A fee of $10 will be applied after the Sept. 10 deadline.

**Please note
, Refunds and cancellations are due by Friday, September 8 at 5 pm. No Shows will be billed.  Contact Liz Kennedy at to cancel. 

MEMBERS: If you have any trouble logging in to register, please contact Liz Kennedy at for assistance. If you're not sure if you are a current member, you can check with by emailing or calling 415-776-4222.

**The Clubs of Prestonwood serves our group buffet-style with a wide range of options, including hot chicken, beef or pork, and seafood options, side dishes, soups, and salads as well as desserts. If you find you need alternative selections, please let our VP of Programs know and we'll work to provide appropriate items.

Thank you to our sponsor!







$35.00 IABC Dallas Member Price
$45.00 after 12:00 am September 11

$50.00 Non-member Price
$60.00 after 12:00 am September 11

$25.00 Student Price