BREAKOUT 1 (ICX) / WEDNESDAY / JUNE 5, 2019 / 2:30 PM

Owning the Digital Guest Experience

Who in your organization owns the digital guest experience?

Focusing on holistic and consistent evidence-based UX/GX, as well as having a “don’t be evil” czar can help make sure digital interaction initiatives aren’t just based solely on what will squeeze the most money out of the user.

Brands’ marketing and advertising reach so many people and we have such a powerful ability to influence behavior. We should also use that responsibility, well, responsibly.


Lisa Ajdini | Former Sr. Director, Global Digital Marketing Strategy | Caesars Entertainment

Lisa Ajdini has over 15 years’ experience in mobile, interactive marketing, digital products innovation and loyalty marketing. Experienced leader in campaign development strategy and marketing technology. Focus in automotive, gaming and hospitality. She currently is Sr. Director, Global Digital Marketing Strategy at Caesars Entertainment where she leads strategy for mobile marketing, push and SMS. Prior to joining Caesars Entertainment, she worked with BBDO agency on the DaimlerChrysler account in International Marketing.

Michelle Bossemeyer | Product Manager | Great Wolf Lodge

Michelle Bossemeyer is the Product Manager of the Digital Guest Experience at Great Wolf Resorts, the largest indoor waterpark resort group in the U.S with 17 properties and 2 opening soon. Michelle is driving a digital transformation on the website, mobile app and conversational interface on phone and chat. Michelle joined Great Wolf about a year ago and brings along passion and experience in digital user experience, digital marketing and brand advertising from Discover.

Jessie Kreke | Senior Marketing Manager | Culver Franchising System

Jessie Kreke is a Senior Marketing Manager for Culver Franchising System, LLC. (CFS), the franchisor for over 680 Culver’s Frozen Custard & ButterBurgers restaurants. Jessie joined Culver’s in 2011. Her areas of experience range from mobile apps, web site best practices, digital promotions, social media, and local restaurant marketing. Jessie is responsible for the seamless digital experience for Culver’s guests that matches the highly-lauded offline hospitality. Jessie’s formal education includes a Bachelor’s of Business Administration from Cardinal Stritch University and continuing education for web design and development with Madison College.

Matt Olsen | Director of Digital Guest Experience | Firehouse Subs

Matt Olsen oversees digital guest experience and digital strategy for Firehouse Subs, one of the nation’s top Fast Casual restaurant chains. He provides leadership for new connected technologies, email, web, app, and loyalty for 1,100+ Firehouse Subs locations across the US. Matt has been transforming Firehouse’s digital business for over 8 years.


Robert Abou Jaoude | Sales Executive | Betson Enterprises

Robert Abou Jaoude is a sales executive with over 20 years of experience in the electronics and unattended transactions industry. Leading the Goldfinger sales division at Betson, Robert is responsible for providing dependable and profitable solutions to our customer base that installs equipment in multiple industries such as Retail Kiosk, Amusement, Vending, Gaming, Hospitality, and ATM applications. Prior to working at Betson, Robert spent 17 years with an M&M Mars division called MARS Electronics Inc. that was the number one manufacturing company of payment system solutions in the world.

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