Using Storytelling to Create Memorable Experiences and Increase Profits

A good story captivates us like nothing else. But what does that look like in a brick-and-mortar retail world? We have a tendency to give people the facts about our products and services without trying to capture their hearts and imaginations. We use logic. But is it logical to pay $5 for a cup of coffee? No, but we buy into the brand story and rationalize it. Learn how you can create a profitable narrative in your own brick-and-mortar space.


Jaime Bettencourt | SVP of Premier Sales & Account Management | Mood Media

Jaime has spent the last 15+ years in various leadership roles in marketing, branding, sales and account development. Throughout her career she has worked with global organizations to enhance their in-store experience through targeted brand initiatives and marketing strategies supported by customer insights and analytics. She has been a valued partner for clients such as AT&T Mobility, Coca Cola, Target, CVS, TJX, Luxottica, Chase and Darden. Jaime’s key accomplishments include leading the team that designed the audio identity for the AT&T Experience Stores and working with Coca Cola’s retail design team on their digital signage strategy, integrating top music artists into their visual displays.

Christiana DiMattesa | Senior Retail Marketing Manager | Under Armour

Christiana DiMattesa oversees Under Armour’s North America direct-to-consumer retail marketing team inclusive of marketing strategy, operations, in-store experience, and event activations. Christiana has spent 20 years working within the retail space and has a passion to utilize technology to change the interactive landscape of the retail environment. She has been with Under Armour since August 2014 and previously held marketing roles with Ann Inc. and Foot Locker.

Ed King | VP of Strategy | MaxMedia

Ed King, VP of Strategy at MaxMedia, a retail innovation agency. A student of human behavior and natural storyteller, Ed King has engaged customers for companies like AT&T, The Home Depot, La Quinta, Porsche, Reebok, and Shell by taking a scientific approach to understanding why people act, behave, shop, purchase and remain loyal to certain brands. Ed knows that it takes both data and creativity to craft memorable, meaningful experiences that customers crave. The tools he uses range from the fantastical to the practical, but one thing is for sure…he is the biggest advocate that a consumer could ask for.


David Drain | Senior VP of Events | Networld Media Group

David Drain leads the events team for Networld Media Group and has more than 20 years of experience in association management, event planning, writing and speaking. He has served as executive director of the Digital Signage Association (a group he co-founded), the Self-Service & Kiosk Association and the merged organization, Digital Screenmedia Association. Previously he was EVP for the Foodservice Consultants Society International.

session sponsor