Session 5: Success stories: Inside successful thought leadership campaigns

Pashmeena serves as a Research Manager and Thought Leadership Lead for the Retail Sector in Large Customer Sales in the US, where she manages custom research, external thought leadership programming and scaled narratives across consumer and B2B verticals understanding consumer behaviors, digital journey’s and effectiveness across the e-commerce space.

She joined Google 10 years ago in the Tech B2B practice. Prior to Google, Pashmeena was MAC Cosmetics Manager of Digital Analytics and has spent several years at both research firms and agencies working on brands like Wells Fargo, Reebok and Dunkin’ Donuts.

Pashmeena earned a degree in Advertising from Penn State University and holds a Master’s Degree in Integrated Marketing Communications with an emphasis on Statistics from Emerson College in Boston.

While she feels like a native New Yorker after 11 years, she grew up south of Buffalo, New York, and spent several years in Boston, MA where she met her husband. Pashmeena enjoys reading, the NYC food and nightlife scene, fashion, traveling and spending time with her 3 sisters and friends.

As the leader of the Future of Work thought leadership and marketing at Microsoft, Matthew is at the forefront of shaping global perceptions on the evolving nature of work. Matthew’s role is pivotal in demonstrating how artificial intelligence is revolutionizing productivity, creativity, and innovation across individuals, organizations, and the global economy. With an exceptional blend of skills in storytelling, category creation, and media production, he spearheads WorkLab, an award-nominated editorial platform that delves into the future of work with captivating stories and insights. Additionally, Matthew oversee the Work Trend Index, a comprehensive global survey research report that has become a benchmark for measuring and influencing work trends worldwide. By collaborating with distinguished researchers, market influencers, and an elite customer council, Matthew plays a crucial role in forecasting and shaping the dynamics of work in the forthcoming year and envisioning the possibilities for the next decade.

As editor in chief of BCG, Paul leads the firm’s global thought leadership content strategy and serves as co-host of the popular podcast Imagine This, alongside BCG’s conversational AI agent, GENE. Previously, he served as editor in chief of MIT Sloan Management Review and executive editor and director of new editorial products at Harvard Business Review.

Artemis Vallianatos is the Head of Brand and Thought Leadership at Amazon Business. With over 25 years of B2B marketing and consulting leadership, she has driven revenue growth at top consultancies, IT services firms, and digital transformation companies. Artemis excels in transforming flagship thought leadership and strategic content into comprehensive, multi-channel engagement strategies. She has a reputation for creative business development across consulting services and technology integrators, including PwC, Deloitte, E&Y, and Cognizant. Known for launching digital sub-brands and robust, integrated programs that drive revenue growth, Artemis now focuses on thought leadership, advertising, executive and portfolio content, and analyst relations, orchestrating activities designed to substantially elevate a company’s market reputation.

Tomas is a brand content pioneer with a long and successful track record in journalism, communications, and corporate storytelling. He has been named among the top brand editors in the world. Tomas serves as chief storyteller at Bentley Systems, which builds digital twins of entire cities, including roads, bridges, power and water systems, and other critical infrastructure. Before Bentley, he built the owned storytelling function for Amazon’s cross-company AI communications team focusing on generative AI. He also established and led owned storytelling at Amazon Devices & Services, the Amazon business unit responsible for Alexa, Kindle and other global brands and products. Before Amazon, Tomas spent a decade leading GE Reports and the GE Brief newsletter, GE’s flagship news publications. He built GE Reports into one of the top brand journalism sites. The Financial Times, Inc. magazine and the Brunswick Review listed it as a leading example of content published by businesses. Tomas is originally from Prague, Czech Republic, where he trained as a mechanical engineer. He worked as a journalist in Europe and the U.S., including eight years as a reporter and staff writer at Forbes.

Michael Nevski has been working in marketing, market research and client insights for global financial, consumer products, manufacturing, and data companies for over three decades. Presently, working directly with Visa’s Chief Economist, Michael oversees all consumer research initiatives to support global economic team to add a layer of consumer research, strategy, and analysis to Visa economic output and forecasts. Guiding global research to provide cutting-edge insights into consumer spending and the payments industry to better inform business planning and management decisions and managing multiple research vendors including primary, secondary, syndicated, quantitative and qualitative research.

Most recently, he led development of Spending Momentum Index Premium by identifying business needs, building a solution, partnering with 3rd party data providers, conducting research including soliciting feedback from Visa business clients, planning, and executing product development and product launch worldwide.

Michael holds an MBA with a concentration in marketing and advertising from the University of Arizona and a BS in Economics and Finance from Saint Petersburg State University of Finance and Economics.

Richard McGill Murphy is a senior marketing leader with deep strategic and operational experience across multiple industries. He currently serves as the editor in chief and director of brand thought leadership at ServiceNow, a Silicon Valley software company. He was named Content Marketer of the Year by the Content Marketing Institute in 2023. In previous lives, Murphy worked as a magazine editor, foreign correspondent and press freedom advocate. His journalism and commentary have been featured in many media outlets, including Fortune, the New York Times, the Wall Street Journal, BusinessWeek, CNN, NPR and VH1. Murphy studied literature at Harvard College. He earned a doctorate in social anthropology from Oxford University based on ethnographic fieldwork in Pakistan, where he was a Fulbright Scholar.

Ophelie is the global head of Thought Leadership at Siemens, leveraging 17 years of experience in public relations, marketing, and business development. Renowned for strategic foresighting, Ophelie’s leadership extends to envisioning the transformative potential of the industrial metaverse, industrial AI, and digital pathways to net-zero emissions. She navigates high-impact partnerships with industry influencers, academia, media outlets, think tanks, and research institutions, cementing Siemens’ position at the forefront of technological innovation and societal progress.

Throughout her career, Ophelie has cultivated award-winning programs. She is a trailblazer in employee advocacy and has spearheaded initiatives to merge sales and marketing efforts through innovative demand generation campaigns and social selling trainings.

Beyond Siemens, Ophelie serves on the board of Dunoyer Construction SA, advocating for sustainable and innovative construction practices aligned with the UN Sustainable Development Goals. Her commitment to sustainability earned her recognition as the 3rd most influential personality in climate change and environmental sustainability topics within the corporate world by Onalytica in 2021.

She has lived and worked in 18 different countries, which makes her great at packing a suitcase. Ophelie thrives in multi-cultural environments. Currently based in Zurich, during her free time she enjoys skiing, swimming in the lake, and trail running while listening to tech podcasts. She is passionate about biohacking. She is a graduate from HEC Lausanne.

Cristene Gonzalez-Wertz is the Director and Managing Editor at Schneider Electric’s Energy Management Research Center. Schneider is a global leader in energy management and automation, sustainability and data centers. With over 20 years of experience in marketing, strategy, and product design, she leads the Energy Management Research Center, where she develops and delivers thought leadership that helps clients understand and leverage the latest technologies and trends in the industry.

Cristene is also a co-creator and co-host of the Retail Done Right podcast, where she explores the changing nature of retail in the era of the Customer Channel. She is passionate about creating stories that make the “new” understandable and actionable for diverse audiences. She has a proven track record of driving innovation and excellence in her previous roles, including as the Editor in Chief of DXC Technology’s think tank, Leading Edge, and as an Executive Strategist at IBM’s Watson Group. She has received multiple awards and recognitions for her contributions and results, such as the IBM IBV Global Excellence Award and the IBM 100% Club.

Ty Heath is on a mission to build famous brands in B2B. As Director of Market Engagement at LinkedIn’s B2B Institute think tank, Ty shapes the future of B2B marketing through thought leadership and industry collaboration. Ty leads research initiatives and partners with top clients to implement cutting-edge B2B strategies through the think tank’s B2B Edge program. An award-winning marketer, international speaker, and B2B influencer, Ty has honed her experience at Google, IBM, Nestle, and LinkedIn. Ty’s influence extends beyond marketing as a leader in equity initiatives, including her role as President of LinkedIn’s Black Inclusion Group and as CoFounder of TransformHer, LinkedIn’s premier event for women of color and active allies. Today, she serves on the American Advertising Federation board and as an Adobe Insider. A sought-after speaker, Ty has shared her knowledge at prestigious events globally, impacting thousands with marketing education.

Serge is a global B2B marketing executive and thought leadership expert with deep experience in consulting, technology, market research and retail companies like Tata Consultancy Services (TCS), Forrester, Ryder, Nike and HP. His role often involves acting as a thought leadership evangelist. This means engaging and educating stakeholders about the value and profitability of thought leadership marketing – beyond driving awareness. His pragmatic approach to building thought leadership programs is collaborative and inclusionary, involving all stakeholders and sponsors across the organization and partner ecosystems.

At TCS, Serge established the firm’s flagship management journal Perspectives in 2009. He has been the editor-in-chief ever since. Since 2011 he has led more than a dozen major global research studies on digital business issues. And, in 2017, he launched TCS’ Thought Leadership Institute. Their focus has been on conducting primary research on the biggest challenges for the C suite, as well as key technologies and innovations in today’s complex digital ecosystems (e.g., TCS Cloud Study 2023, TCS Risk & Cybersecurity Study 2022, TCS 2021 Global Leadership Study, TCS 2021 Global Financial Study, TCS 2020 CIO Study, TCS 2019 CMO Study).

Francis is the Global Managing Director of Accenture Research. Accenture Research identifies and anticipates game-changing business, market, and technology trends through provocative thought leadership. Their 300 researchers based in 20 countries partner with world-class organizations and Academia to discover innovative solutions for their clients.

Francis’ current role also includes the management of special projects for Accenture Global Leadership such as the preparation of G20/B20 Summits.

Francis has 25 years of experience in Strategic Research and Consulting. Prior to joining Accenture, he worked in a Research Consulting boutique in Paris.

Tom is an editorial director at PwC and editor of strategy+business. Previously, Tom spent a total of two decades at McKinsey & Company, including serving as deputy editor-in-chief of McKinsey Quarterly. Between Tom’s two stints at McKinsey, he helped start a content development function at Heidrick & Struggles, an executive recruiting firm. Tom’s writing and editing portfolio spans diverse sectors, functions, geographies, and content formats. In his work, Tom has a deep respect for storytelling, data, and design—rooted in his background in fiction writing and data visualization.

Lucia is the Global Editorial Director and Deputy Publisher of McKinsey global publishing, a team of more than 100 editors, visual storytellers, multimedia producers, and audience development experts spanning locations worldwide. She attended Columbia University and after a brief post-collegiate in her native Massachusetts returned to pursue a master’s in cinema studies from New York University. For nearly the last two decades at McKinsey, Lucia has led the full complement of the firm’s research-driven publishing including McKinsey’s multi-award-winning response to the COVID-19 pandemic thousands of articles, interviews, videos, interactives, and data visualizations that have attracted millions of readers. Lucia also co-hosts the firm’s flagship audio franchise the McKinsey Podcast and launched and co-moderates its largest public-facing webinar series, McKinsey Live.

As the Founder and Head of KPMG’s Advisory Insights program, Jeff leads the production of high-quality thought leadership, research and market insights that help drive demand in what is the growth engine for the firm. With over 15 years of experience in strategy and business consulting, he runs a dynamic team of 75+ members dedicated to developing enterprise-wide go-to-market campaigns aligned to firm strategy, client needs and KPMG’s core capabilities.

Jeff has played a central role in driving KPMG’s perspective related to our firm’s key themes and hot topic GTM response teams.

Cindy has been the IBM Institute for Business Values’ top marketing officer for nearly three years, overseeing editorial, design, and user engagement. Prior to that, she had seven years as Chief Marketing & Brand Officer for the Project Management Institute, a global association that built a profession. While there, she developed a thought leadership competency for the organization, founded a strategy coalition, and was a frequent author and speaker. Earlier in her career, she worked as a marketing and communications executive in healthcare, food manufacturing, medical devices, and philanthropy.

Anna Bernasek is global head of thought leadership at State Street where she has produced innovative and award-winning content such as The Future of ESG and Digital Digest. Prior to State Street she was at the McKinsey Global Institute (MGI) where she worked with the partners of McKinsey & Co. to develop the most respected thought leadership in the world. At MGI Anna led high impact projects including McKinsey’s 2020 flagship report Climate Risk and Response and created and hosted MGI’s signature podcast Forward Thinking. Anna is the author of two big idea books relating to the fundamentals of trust in our economy and the economic impact of artificial intelligence. She has written about some of the most important topics of the day in her roles as columnist for The New York Times, Fortune, Newsweek, and The Australian Financial Review. Anna has state of the art knowledge about ESG, climate change, data systems, artificial intelligence, finance, and economics and has spoken to audiences around the world about her research and writing. She holds a degree in economics from the University of Michigan and a master’s degree in public policy from Princeton University.

Jonathan serves as the Chief Content Officer at Korn Ferry, the world’s largest recruitment and management consulting firm. Formerly the Editor in Chief at WSJ magazine, he is on a mission to redefine modern storytelling in a way that cost-effectively promotes brands, underscores thought leadership, and generates substantial audiences and revenues. Currently, he is transforming the approach to business podcasts at Korn Ferry, evolving from traditional dry interviews to entertaining yet informative skits and clips, achieving near-viral results. He also pioneered the internal podcast “Korn Ferry Katch Up.”

Previously, Jonathan revolutionized content strategy by shifting from “evergreen” content to newsy, trend pieces that address the immediate issues facing CEOs, which resulted in a 650 percent increase in traffic over five years. He oversees a diverse team across eight different multimedia platforms, including a B2C career advice site, a boardroom email, a national magazine, and a LinkedIn newsletter with over 500,000 subscribers.

His core competencies include web content, editorial management, new media, podcast scriptwriting, executive producing, and immersive storytelling. Jonathan is also a hands-on leader, known for inspiring and developing a talented team of writers and editors, particularly those transitioning or aspiring to advance in the corporate ranks.

Emily Janoch is the Associate Vice President for Thought Leadership and Design at CARE, focusing on ways to leverage evidence and learning to improve impact, build dignity, and eradicate poverty. With 18 years of experience, she is an expert in designing systems to capture and share information. She loves facilitating conversations with practitioners and decision makers. She has a BA in International Studies from the University of Chicago, and a Masters’ in Public Policy in Internationals and Global Affairs from the Harvard Kennedy School.

Yogesh is an established business professional with an extensive background in consulting, market research, data analytics, and business leadership. Throughout his career, he has leveraged his skillset in advanced research methodologies and project management to provide business professionals with trend-setting insights.

As a CEO, Yogesh has helped iResearch grow into a marketing-first agency helping Fortune 500 brands to build digital-trust with their modern consumer through thought leadership. He provides guidance & strategic direction to all cross-functional teams at iResearch Services and is keenly involved in developing new initiatives that help in improving customer experience. He is committed to creating a sustainable future for iResearch by staying on cutting-edge of emerging tech.

He initiated Giving for Good Foundation, a charity supporting disadvantaged children for education & sports, and having a sustainable environmental mission. He actively steers several campaigns through this award-winning social venture which has underpinned & enriched lives of more than 10,000 children since 2019.

Yogesh is an active investor, a tech optimist, mentor to young entrepreneurs and a future enthusiast – always looking for more comfortable, better and more efficient ways to solve problems. He holds an MBA, and also undergone leadership training at London Business school and actively shares his insights on Forbes, Linkedin and Medium. Before working with iResearch, Yogesh worked in senior leadership roles into sales and marketing with technology firms and banks.

Josselyn is Vice President and Global Editorial Director at Heidrick & Struggles, where she heads the firm’s thought leadership research and publishing globally. She began her career at The New Yorker, and then discovered thought leadership at McKinsey & Company, where she was a Senior Editor. She has also worked at Booz & Company and as the Americas Editorial Director, Thought Leadership, at The Economist Intelligence Unit.

Stuart Feil leads ADWEEK’s award-winning Adweek Branded content studio, a team of editors, designers and strategists that works with clients to craft compelling narratives and eye-catching assets that engage marketing and advertising professionals. A long-time editor and writer, Stuart previously was editorial director of Forbes Insights, the publisher’s sponsored research organization, and editorial director of Bredin, Inc., a boutique agency that helps F500 companies reach the small business market.

Madelaine is a highly experienced SVP Global Marketing with 19 years of industry expertise, offering a global perspective and unwavering dedication to marketing. Her career showcases a consistent trail of pioneering strategies across print, TV, and digital platforms, excelling in propelling market impact, steering successful product launches, and refining brand positioning. With a distinct understanding of spearheading B2B thought leadership initiatives, Madelaine demonstrates expertise in market trends, competitive landscapes, and precise campaign direction. Madelaine’s reputation is marked by her commitment and competence in driving success across the marketing cycle.

Yogesh is an established business professional with an extensive background in consulting, market research, data analytics, and business leadership. Throughout his career, he has leveraged his skillset in advanced research methodologies and project management to provide business professionals with trend-setting insights.

As a CEO, Yogesh has helped iResearch grow into a marketing-first agency helping Fortune 500 brands to build digital-trust with their modern consumer through thought leadership. He provides guidance & strategic direction to all cross-functional teams at iResearch and is keenly involved in developing new initiatives that help in improving customer experience. He is committed to creating a sustainable future for iResearch by staying on cutting-edge of emerging tech.

Madelaine is a highly experienced SVP Global Marketing with 19 years of industry expertise, offering a global perspective and unwavering dedication to marketing. Her career showcases a consistent trail of pioneering strategies across print, TV, and digital platforms, excelling in propelling market impact, steering successful product launches, and refining brand positioning. With a distinct understanding of spearheading B2B thought leadership initiatives, Madelaine demonstrates expertise in market trends, competitive landscapes, and precise campaign direction. Madelaine’s reputation is marked by her commitment and competence in driving success across the marketing cycle.

Newell is a seasoned sales and marketing leader with a proven track record of driving revenue, forging strategic partnerships, and spearheading innovative product development. With senior sales leadership roles at Conde Nast, Time Inc., Gannett, and other prominent organizations, he has excelled in leading high-performing teams and mastering consultative selling in competitive, commoditized markets.

At Time Inc., Newell played a pivotal role in establishing and managing Fortune Knowledge Group, Fortune’s thought leadership brand. Collaborating with editors, subject matter experts, designers, and production teams, he directed business development for enterprise clients and delivered impactful content solutions, including white papers, executive briefings, dynamic infographics, webinars, and more.

In recent years, Newell has leveraged his expertise as a consultant, advising early-stage ad tech firms, legacy media companies, and marketing organizations. His focus on building meaningful, growth-oriented relationships has positioned him as a trusted advisor across industries.

Based in Princeton, NJ, Newell now leads global sales for iResearch Services Thought Leadership, where he is committed to driving innovative strategies and measurable results for clients worldwide.

Brittany is an accomplished editorial leader with two decades of experience crafting compelling stories across diverse formats, from investigative journalism to memoir to thought leadership. With a reporter’s instinct honed at Northwestern University’s prestigious Medill School of Journalism, she takes joy in blending data-driven journalism tactics into the marketing function. She also holds an MA in Writing & Publishing from DePaul University, where she studied the intricacies of syntax, grammar, and nonfiction writing.

Brittany’s expertise lies at the intersection of coaching executives on effective communication, managing client-facing writers and editors, and cultivating a start-up culture with incredibly high retention. As an editor, she has deep expertise in developing reports, articles, and other forms of thought leadership for executives across industries, from financial services to energy to technology.

Prior to joining iResearch, Brittany built and managed the editorial team at US-based Leff Communications. She also held roles in marketing and administration. She is currently working toward an executive MBA at the University of Chicago Booth School of Business (graduating June 2025). She’s the proud mom of a rambunctious daughter and two cats.

Natalie is an experienced writer and researcher, with over a decade of experience content creation across various platforms. She has diverse experience with data-driven storytelling and content development, as well as research project management and editorial leadership. ​

For over a decade, Kirsteen has been blending her sharp analytical thinking and zeal for language to craft engaging brand stories, compelling campaigns, and seamless user experiences across marketing, branding, and thought leadership.

As a seasoned content strategist and copywriter, Kirsteen’s work includes data-driven white papers, brand messaging, campaign positioning, think pieces, and digital content for global B2B brands and industry leaders. She draws on a broad sector portfolio—spanning professional services, industrial and tech manufacturing, logistics, automotive, education, and real estate—to bring versatility, strategic problem-solving, and (sometimes surprising) cross-sector connections to every project.