Keynote Meeting

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Leading Through Turbulent Times – Aligning Strategy, Structure and Brand to Win

USG Corporation, a leading building materials manufacturer and distributor, knows how to face adversity head on. During the recession, the company recognized its need to change in order to survive the ebbs and flows of a global economy. In this session, Linda McGovern, Vice President of Global Marketing (Chicago), will share how USG aligned and transformed the organization around a strategic Plan to Win and returned the company to profitability by aligning strategy and organizational structure with a new brand and Olympic sponsorship.

Key Takeaways – For branding to work it has to be….

  1. Integrated – with business strategy
  2. Supported – from top to bottom
  3. Engaging – employee engagement is critical
  4. Meaningful – more than a new logo and ads
  5. Sustainable – keep the momentum going
  6. Aligned – across all stakeholders
  7. Measurable – scorecards build credibility
  8. Consistent – guidelines and governance
  9. Meaningful – needs to touch everyone
  10. Purposeful – has to evoke emotion and action


Linda McGovern
VP, Global Marketing

Linda McGovern has worked for USG for the past eight years.  She started as the director of marketing communications and now serves as the VP of Global Marketing.  In her role, Linda is responsible for global branding as well as the development of marketing strategies and programs for all global businesses. 

Prior to joining USG, Linda spent five years in marketing at truck manufacturer Navistar.  She has also worked in the healthcare and logistics / distribution industries as a marketing professional.

Linda graduated from the University of Kansas with a degree in advertising and journalism and received her masters from Northwestern University.  She serves as Immediate Past President of the Board of Directors for the Chicago chapter of the Business Marketing Association, Board Member for BPA Worldwide and Board Member for the Marketing Academy of Indiana University’s Business School.  She is also an active member of the Association of National Advertisers.

When not working, she resides in Park Ridge, IL with her husband, son Ryan and daughter Audrey.  She enjoys running, biking, skiing, hiking and traveling with her family.

Wednesday, March 12, 2014 11:30 am - 1:30 pm


Embassy Suites Denver Downtown, 1420 Stout St, Denver, CO 80202

10:30 am New & Prospective Member Orientation

11:30 am Networking

Noon Lunch & Keynote

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  • BMA Members: $40
  • Not-Yet Members: $70


Deadline: 3/11/2014
Maximum Attendees: 150

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