Meeting/Event Information

How to Structure Marketing Teams of Today and Into the Future: Lessons Learned from the A/E/C Industry and Beyond

April 19, 2018
8:30 AM - 10:30 AM
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AIA San Francisco
130 Sutter Street, 6th Floor
San Francisco, CA 94104

Join us for a panel discussion with two A/E/C industry veterans and two professional services experts to 

- Explore the various organizational structures of marketing teams based on firm size and needs.
- Evaluate the skill sets necessary for today’s modern marketers.
- Share lessons learned from the trenches.
- Better understand how other professional service industries like accounting and commercial real estate are structuring their departments for long-term growth and success.

Kristina Sanderson, Director, Vice President Marketing, Northwest and Rocky Mountain Regions - Jones Lang LaSalle

Kristina is responsible for the overall leadership and management of marketing teams throughout the Northern California Practice, with oversight of the Pacific Northwest and Rocky Mountain regions. Her role is to ensure the conversion of market share through targeted BD strategies, increased brand awareness, integrated innovative marketing techniques, cultivation and acquisition of top talent, and mentorship / skills development. Kristina joined JLL in 2012; prior to that she worked in sales at technology companies such as Yahoo! and [x+1].


Mark Frey, Marketing Manager - PwC

Mark Frey is a recognized leader in professional services marketing and business development. He offers 20 years of experience, the majority spent within the AEC industry. He is currently Tax Marketing Leader of PwC’s Bay Area and Northwest Region and will bring great insight into the variances between AEC and other professional services marketing department roles and structures. Within SMPS, he has mentored in the Mentoring Pathways Program and has led the CPSM Study Group.


Julie Satterwhite, CMO - Rutherford + Chekene

A seasoned professional in the AEC industry, Julie participates in shaping R+C’s overall strategy, leads firm-wide marketing and business development initiatives, and collaborates with firm principals, technical staff and marketing team. Throughout her 25-year marketing and leadership career, staff and clients have benefited from her creative ideas, passion, and effective strategic planning and execution. She is a relationship builder with a natural ability to develop trust at all levels of an organization.


Kathryn Ness, CPSM - GO Strategies

Kathryn brings an energy and vitality to the team that significantly promotes the mission of “making everything about marketing and business development easier.” With more than 20 years in the A/E/C industry, Kathryn brings an in-the-trenches perspective for how things work and, more importantly, how things can work better. She has held marketing and business development positions at small, medium, and large firms.


Panel Moderator: 

Becky Zegar, ARUP

Becky is an Associate at Arup and serves as the San Francisco Hub Marketing & Communications Leader which includes the San Francisco, Oakland, Seattle and Bogota (Colombia) offices. She guides the group’s marketing, business development, and communications strategy, with a focus on client engagement, positioning, increasing firm visibility and facilitating best practice. She focuses on increasing firm visibility and She has been involved with the AEC community in the Bay Area for 14 years and recently celebrated her 6th year anniversary at Arup.


What to Expect:

8:30 AM - 9:00 AM: Check-in, Breakfast & Networking

9:00 AM - 10:30 AM: Program

All ticket sales are final. Tickets are transferable.


$65.00 SMPS Member Ticket

$90.00 Non-Member Ticket

$20.00 SMPS Student Ticket