Meeting/Event Information

    IABC Dallas October Professional Development Luncheon

    October 09, 2018
    11:15 AM - 1:15 PM
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    Maggiano’s Little Italy
    6001 W Park Blvd
    Plano, TX 75093

    Build Deeper Connections and Stronger Engagement through Journey Marketing

    In today’s world, people want products and services that are tailored to their specific needs. Learn to deeply understand your customers through journey marketing, a fundamental shift in how you can reach your audiences – be they internal or external.

    Rich Herbst of Ascend Marketing helped pioneer the approach, and will share how you can leverage data and create personas to represent different aspects of your audience – thus avoiding “one-size-fits-all” messaging.

    A panel of executives will share how they use journey marketing to target their messages to each customer. Our panelists will explain how this approach helps them cut through clutter to deliver the right messages at the right times.

    Join us!

    Meet Our Speakers!

    Rich Herbst
    Managing Partner
    Ascend Marketing

    Founding Ascend in 2004, Managing Partner Rich Herbst provides the visionary leadership behind Ascend’s unique approach to marketing services, based on more than 30 years of experience in marketing and sales support.

    The core of his background is in business-to-business services marketing and consumer packaged goods with firms such as Verizon Communications, ConAgra Frozen Foods, and James River Corp. He has solid expertise in the software, retail, restaurant, and real estate industries, where he has worked with small start-ups as well as large firms.

    Rich served as a strategic leader in Verizon, leading a team that launched high speed internet and other online services for small and medium businesses.

    Rich received his MBA from the Darden School of Business at the University of Virginia, an MDiv from the Brite School / TCU, and a BS in Education from the University of Maryland.

    Samantha Crosby

    Chief Marketing Officer
    Tyler Technologies

    Samantha Crosby has nearly 30 years of proven experience at driving strategic marketing, branding and communications for Fortune 50-500 sized companies.

    Samantha has been with Tyler Technologies since 2008 and serves as Chief Marketing Officer. She has full oversight of the company’s marketing strategy and is responsible for leading a team of 70+ professionals in branding, product marketing, digital marketing, content marketing, events marketing, and strategic communications. Samantha has played an instrumental role in Tyler’s growth over the past eight years, since launching the company’s brand in 2009.

    Prior to Tyler, she has held senior management positions at companies including PepsiCo, Inc.,
    The Feld Group, Dell, and Freescale Semiconductor. Samantha currently serves on the board of the Tyler Foundation, and supports several North Texas non-profits with her time, talents, and resources. She holds a bachelor's degree from the University of Georgia, and she and her husband Mark have three college-aged children.

    Chelsea Mueller

    Chief Marketing Officer
    Cheaper Than Dirt

    Chelsea Mueller is an e-commerce and marketing executive with 15+ years in the digital space.

    Chelsea has overseen nine full website redesigns, four re-platforming projects, three international expansions, loyalty program rollouts, and wants everyone to leverage customer data with transparency.

    She thrives in cultivating the right messaging and the right experience for niche companies, and has sold knights on horseback to moms of 10-year-old boys (Medieval Times), red-carpet jewelry to celebrities (Ylang 23), the perfect centerpiece bowl to newlyweds (Nambé), and the right MOLLE gear for a weekend at the range (Cheaper Than Dirt).

    Chelsea understands people (maybe it’s the journalism degree), and is passionate about helping customers find their place to shop, the one that gets them. Coupling customer-centric marketing with evolving technologies including artificial intelligence and machine learning allows her to maximize growth in each company’s most valued KPIs.

    Chelsea is a mentor with the American Marketing Association, and is a regular speaker on niche marketing, integrating AI into the marketing stack, improving customer experience, 1:1 personalization, and women in leadership.

    Jo-I Jones
    Marketing Manager
    Verizon Business Markets

    Jo-i Jones is a seasoned marketing and communications professional with over 30 years of experience. Jo-i joined Verizon in 1992, where she currently serves as a Marketing Manager for Verizon Business Markets. She is responsible for the development and launch of all Verizon Small Business retention campaigns, including journey marketing design and implementation, communications strategy, data analytics and propensity modeling, and closed loop marketing.

    She holds a bachelor's degree from the University of Texas at Austin and an MBA from the University of South Carolina. An avid world traveler, Jo-i grew up in five countries in Latin America and Asia, and she fluently speaks English, Spanish and Chinese.

    Shana Nardecchia
    Head of Campaign Execution and Media Strategy at Nokia

    Shana Nardecchia is the Head of Campaign Execution at Nokia. She brings to this position 18 years of experience working in numerous sales and marketing organizations at Nokia.
    She and her team have had many campaign award wins over the past 5 years, most recently winning the 2018 DFW AMA Marketer of the Year award for their, “It’s Time for a Change” public safety campaign.
    Shana is a native Texan living in Austin. She is a competitive tennis player and has competed in two national championships representing the state of Texas. She enjoys spending time with her two boys and loves anything outdoors. Yes, even in the hot Texas weather.
    She has a passion for out of the box thinking and is an avid believer in the fact that great things happen when you are willing to step out of your comfort zone.

    Deadline to register: Sunday, October 7 at midnight

    Maggiano's Little Italy
    6001 W Park Blvd
    Plano, TX 75093


    11:15 - 12: Arrival and Networking
    12 - 1:15: Speaker Content and Q&A

    IABC Dallas members: $35
    Non-members: $50
    Students: $25
    A fee of $10 will be applied after the October 7 deadline.

    **Please note, Refunds and cancellations are due by Friday, Oct. 5 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.


    $35.00 IABC Dallas Members
    $45.00 after 12:00 am October 8

    $50.00 Non-member Price
    $60.00 after 12:00 am October 8

    $25.00 Student Price