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WELCOME LETTER!...............................................................................................3

AGENDA (PRE-CONFERENCES)!..........................................................................4
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AGENDA (MAIN CONFERENCE - MONDAY)!.........................................................10

AGENDA (MAIN CONFERENCE - TUESDAY)!........................................................13

SPEAKERS !.............................................................................................................16

SPONSORS!............................................................................................................30

ABOUT US!..............................................................................................................31
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W E L C O M E
Dear 2010 Ypulse Youth Marketing Mashup attendee,

Welcome! And for many of you, welcome back! We’re glad you’ve chosen to attend
this year’s Mashup and are joining our growing Ypulse community of youth media
and marketing professionals. Given the challenges our industry faced in 2009, we’re
particularly happy that you’ve made it. Because of the tough economic environment,
we wanted this year’s program to have lots of practical content to learn from and
apply right away to your own daily efforts. We are confident that our research
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sessions, case studies and panels will do just that. This year we’re also expanding
our vision globally with Spotlight Keynote and Intel Fellow Dr. Genevieve Bell, who
will report her observations on youth and technology internationally, as well as in our
U.S. & Global Youth By The Numbers Pre-Conference where you’ll hear about youth
in Mexico, China, the UK, Africa and Turkey.

This has been a very exciting year for Ypulse – for those of you who may not be aware – we merged with SurveyU in
August to form Youth Pulse, Inc., and have a robust insights division in addition to our media offering. Our shared
mission of helping youth-oriented organizations listen to, learn about and leverage youth opportunities will guide us
forward. You can find out more about Ypulse Insights (and leave armed with stats) in our two breakout sessions. We’re
also thrilled to announce the launch of The Ypulse Brand Alliance, a community of youth marketing leaders from large
corporations, with our friends at Microsoft. If you work for a consumer brand and are interested in finding out more, our
president Dan Coates, will be happy to chat with you.

The feedback we consistently receive for our events underscores the quality of our attendees as well as the abundant
opportunities for networking. This means YOU are the key to making this event great. Additionally, our sponsors make
it possible for us to keep our registration price competitive as well as enabling us to offer a non-profit rate to ensure
that we have a truly diverse audience of corporate and social marketers, media professionals and educators all of
whom can learn from each other and form lasting friendships and partnerships. It was this notion of the combination of
diverse elements that inspired us to name this event the Ypulse Mashup. Mashup attendees are top executives,
decision makers and implementers, all working in the trenches with youth every day. YOU are all experts with
knowledge and experience to share.

To get the most out of this event, don’t be shy. Introduce yourself to other attendees, ask our speakers and panelists
challenging questions. Participate! And don’t forget to give us your feedback – what worked, and what fell short so we
Y P U L S E

can keep making this event better in the future.

Finally, we’d like to extend our gratitude to our anchor sponsor Tissla, as well as MyYearbook, LifeCourse Associates,
Barnes & Noble College Marketing, Premise Immersive Marketing, Dell and Take 180. The support of our sponsors
allows us to not only offer a competitive conference rate for all attendees, but also affords us the opportunity to make
our event accessible to non-profit organizations as well. We’d also like to thank our numerous media partners for
helping us get the word out.

We hope you have a great Mashup!

Warmly,

Anastasia Goodstein
Ypulse Founder/Editor-In-Chief

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PRE-CONFERENCES

7:30 am Registration & Continental Breakfast

8 : 1 5 - 11 : 4 5 a m Pre-Conference Sessions

1
Youth, Health & Social Media Marketing
(Monterey)
✤ Case studies from organizations and brands using social media for promoting
health issues to youth
✤ Making your health message mobile
✤ Tips and tools for making your next health marketing campaign a success

2 Reaching Youth Through Action Sports

(Carmel 1)
✤
✤
✤
Learn the do’s and don’ts of marketing to youth in the action sports world
BMX, Surfing, Snowboarding….What’s the difference? Does it matter?
Gaining credibility with action sports influencers/athletes

3
U.S. & Global Youth By The Numbers
(Carmel 2)
✤ Research-based portraits of youth in the U.S., Africa, China, Europe, Mexico and
more
✤ Discover what ties youth together globally as well as important differences
✤ The latest global youth marketing trends

9:45 am Refreshment Break

10:15 am Sessions Resume

11 : 4 5 a m Lunch (on your own)

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Youth, Health & Social Media Marketing
(Monterey)

8:15 am Welcome & Opening Remarks

Tina Hoff, VP and Director, Entertainment Media Partnerships,
Kaiser Family Foundation and PreConference Chair

8:45 am Picking The Right New Media Strategy For Your Mission
✤ The stats: what health issues are young people dealing with
today
✤ The opportunity: how can new media tools be applied to health
✤ The strategies: how to pick the right tools for your goals

Tom Subak, VP for Online Services, Planned Parenthood Federation

of America
Jose Villa, Founder and President, Sensis
Whitney Smith, Founder and CEO, Girls For A Change
Jack Heath, President & CEO, Inspire USA Foundation

Moderator: Deb Levine, Executive Director & Founder, ISIS

9:45 am Refreshment Break

10:15 am Case Study: Mobile Matters - Youth Empowerment and

HIV Prevention in South Africa
Hear how South Africa’s largest HIV prevention NGO, loveLife,
developed their national mobile marketing strategy including the
world’s first cell phone-based social network dedicated to youth
empowerment & HIV/AIDS prevention.

Trina DasGupta, Mobile Marketing Consultant,

loveLife

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1
Youth, Health & Social Media Marketing
(Monterey)

11 : 0 0 a m Keynote: Prioritizing the Pro-Social: Using MTV’s

Superpowers For Good
MTV blazes a trail to empower America’s youth to engage in the
major social issues of their time – from digital abuse to sexual heath.
Hear how MTV 360 uses their on-air, online and mobile platforms to
motivate Millennials.

Jason Rzepka, VP of Public Affairs, MTV Networks

11 : 4 5 a m Pre-Conference Ends

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2
Reaching Youth Through Action Sports
(Carmel 1)

8:15 am Welcome & Action Sports 101

Mark Sperling, Co-Founder, group Y

8:30 am Case Study: Creating Loyalty

Learn how PacSun is making a difference through amateur action
sports

Stacie Perry, Marketing Manager, PacSun

8:55 am Case Study: Music & Action Sports

Label Networks’ research for the past 10 years plus the Vans Warped
Tour - illustrating the effectiveness of music and action sports
crossover towards attracting youth culture.

Kathleen Gasperini, Co-Founder, Senior Vice President, Label

Networks

9:20 am Case Study: The Art of Not Trying Too Hard

Hear how to stay true to your brand heritage and engage new
consumers at the same time.

Nathan Bosshard, Brand Manager, Action Sports & Outdoor, The

North Face

9:45 am Refreshment Break

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2
Reaching Youth Through Action Sports
(Carmel 1)

10:15 am Case Study: Inside The Making of the Gymkhana Two

Viral Film
Gymkhana Two launched on DC Shoes’ new Gymkhana Two
website, as well as YouTube where it garnered 400,000 views in less
than 24 hours.

Matt Martelli, CEO/Creative Director, Mad Media

10:40 am Case Study

Embracing the action sports stereotypes to enhance your brand and
build loyalty.

Lucas Murdock, Director of Marketing, Hookit.com

11 : 0 5 a m Case Study: CORIZONTAL

Finding the line between action and the masses.

Mark Lewman, Creative Director, Nemo

11 : 3 0 a m Q&A

11 : 4 5 a m Pre-Conference Ends

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3
U.S. & Global Youth By The Numbers
(Carmel 2)

8:15 am Welcome & U.S. Youth & Youth Marketing

Dan Coates, President, Youth Pulse

8:35 am Mexican Youth & Youth Marketing

Javier Macias, Ogilvy Group Planning Director, Ogilvy & Mather,
Mexico City

9:00 am Chinese Youth & Youth Marketing

Lisa Li, Founder & CEO, and Zafka Zhang, Co-founder & CSO,
China Youthology

9:25 am European Youth & Youth Marketing

Tim Donza, Brand Strategist, The Sound

9:45 am Refreshment Break

10:15 am Turkish Youth & Youth Marketing

Gokhan Kavasogl, Co-Founder/Chairman, Serhat Gurcu,
Managing Partner, and Burcu Öztürkler, Account Executive, Youth
Republic

10:40 am African Youth & Youth Marketing

Andrea Kraushaar, Youth Strategy & Research Director, Youth
Dynamix

11 : 0 5 a m Synthesizing What We’ve Heard

Dan Coates, President, Youth Pulse

11 : 4 5 a m Pre-Conference Ends

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MAIN CONFERENCE
12:00 pm Registration

1:00 pm Welcome
Ballroom Anastasia Goodstein, Editor-In-Chief, Ypulse

1:20 pm Opening Keynote: An Interview with Neil Howe,

Ballroom President, LifeCourse Associates
Join the author that coined the term ‘The Millennial Generation’ in an
intimate one-on-one interview with Ypulse president Dan Coates that will
help you understand how deep generational forces are reshaping media,
pop culture and technology.

2:00 pm Re-Tweet This: How Brands Are Using Social Media To

Ballroom Reach Young Influentials
✤ Hear specific examples of how brands are using Twitter, Facebook,
YouTube and mobile apps to reach youth
✤ Creating community and tapping into existing fan communities online
✤ Managing negative feedback and user-generated content

Nate Bosshard, Brand Manager Action Sports & Outdoors, The North Face
Scott De Yager, Social Media Supervisor, Toyota
Denise Garciano, Social Media Manager, PacSun
Jason Harty, Brand Manager, vitaminwater

Moderator: Francois Gossieaux, Co-founder & Partner at Beeline Labs/

Marketing Blogger at Emergence Marketing

2:50 pm Presentation of the Inaugural GennY Award & Winning

Ballroom Case Study

3:15 pm Refreshment Break & Book Signing With Neil Howe

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4:00 pm BREAKOUTS

1
Millennials In The Workplace
Carmel 1
The latest research from the newly released book by Neil Howe and Reena Nadler, Millennials
in the Workplace
✤ What motivates today's young employees
✤ How Millennial employees differ from Boomers and Xers
✤ How to recruit, retain, and energize Millennial employees

Reena Nadler, Program Director, LifeCourse Associates

2
What’s In Your Backpack: An Archaeology of the North American Student
Monterey
✤ Hear highlights from the first-ever "ethnographic dig" into what students carry in their
backpacks
✤ Gain insights from Ypulse Insights interviews with over 1K U.S. high school and college
students
✤ What devices, products and brands they carry with them on a daily basis and why

Dan Coates, President, Youth Pulse

4:25 pm BREAKOUTS

1
Inside MTV’s A THIN LINE Campaign
Carmel 1

How MTV is tackling sexting, cyberbullying and digital dating abuse

✤ The thinking and research that made digital abuse MTV’s anchor public affairs initiative
✤ Examples of how the campaign is connecting with Millennials on multiple platforms
✤ Early results and what’s next for the campaign

Jason Rzepka, VP of Public Affairs, MTV Networks

2
Empowering Brands Through Consumer Co-Creation
Monterey
✤ Hear highlights from the first-ever "ethnographic dig" into what students carry in their
backpacks
✤ Gain insights from Ypulse Research interviews with over 1K U.S. high school and college
students
✤ What devices, products and brands do they carry with them on a daily basis and why

Mitch McCasland, Innovation Insights, FritoLay

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4:50 pm Presentation of the Totally Wired Teacher Award
Ballroom Provided by Dell

5:10 pm Spotlight Keynote: Genevieve Bell,

Ballroom Intel Fellow, Digital Home Group, Director, User Experience
Group
6:00 pm Opening Reception
With music from The DJ Project

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7:30 am Registration and Continental Breakfast

8:15 am Welcome Back

Ballroom Anastasia Goodstein, Editor-In-Chief, Ypulse

8:20 am Community Keynote: Jamie Tworkowski,

Ballroom Founder, To Write Love On Her Arms

9:10 am Multimedia Narratives: Engaging Youth on Multiple Screens

Ballroom ✤ Telling your story across different platforms
✤ Creating the right content for the right screen
✤ Integrating brands or creating branded content without selling out

Ariel Aberg-Riger, Creative Development & Marketing Director, Fourth

Story Media
Craig Bland, VP Strategic Partnerships and Content, Alloy Digital, an Alloy
Media + Marketing Company
Jordan Levin, Founding Partner, Chief Executive Officer, Generate
R. Eric Lieb, Partner, BLACKLIGHT TRANSMEDIA

Moderator: Ben Parr, Co-Editor, Mashable

10:05 am BREAKOUTS

1
Understanding What Makes a ‘Teen Influencer’
Carmel 1
With 10,000+ respondents, the myYearbook/Ketchum Teen Influencer Study is one of the
largest research studies conducted with Teens aged 13-19.
✤ Who are ‘teen influencers’ and what do they care about?
✤ How do teens consume information and share it with friends?
✤ What content, tonality and ad format works best for brand messaging to teens?

Geoff Cook, CEO, myYearbook.com

2
A College Marketing Case Study: Building Avon’s Mark Brand In
Partnership with Barnes & Noble College Marketing
Monterey
✤ The Brand Challenge: Build awareness, grow a campus rep network, drive sales
✤ The Approach: Tiered program with live events and enhanced presence on targeted
campuses combined with a national integrated marketing campaign
✤ Key Learnings: Student integration, importance of metrics, keeping it fresh

Marie Policastro, Manager of Partnership Marketing, Barnes & Noble

College Marketing
Steve Shubert, Partnership Development, Barnes & Noble College
Marketing

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10:25 am Refreshment Break & Books Inc. Book Signing With Donna
Fenn & Casey Lewis

11 : 1 0 a m BREAKOUTS

1
Preview Screening: Race To Nowhere
Carmel 1
Race to Nowhere is a documentary film examining the pressures faced by youth, teachers and
parents in our achievement obsessed education system and culture. Featuring the
heartbreaking stories of young people who have been pushed to the brink, educators who are
burned out and worried that students aren't developing the skills needed, and parents who are
trying to do what's best for their kids, Race to Nowhere points to the silent epidemic running
rampant in our schools.

Vicki Abeles, Filmmaker

2
Tracking Brand Loyalty Among Youth
Monterey
What brands are developing a strong youth following and why?
✤ Method: A continuous tracking study that measuring youth brands within multiple
categories on a daily basis
✤ Metrics: Impression, buzz, quality, value, customer satisfaction, employment intent,
recommendation & social responsibility
✤ Outcomes: Review the winners and losers of the last three months within the technology
industry

Dan Coates, President, Youth Pulse

11 : 3 5 a m Cracking the College Code: Motivating and Mobilizing a

Ballroom $200 Billion Dollar Market
✤ Why you can't afford to ignore college students
✤ The latest strategy for capturing heart, mind and market share

Ryan Garman, President, Co-Founder, Tissla

11 : 5 5 p m Tweens Keynote:
Ballroom Richard Loomis, Senior Vice President, Marketing and
Creative, Disney Channels Worldwide
Kelly Pena, Senior Vice President, Research, Disney
Channels Worldwide
12:45 pm Lunch
Carmel & & User Generated Discussion Sessions
Monterey

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2:05 pm Moderating Online Communities for Youth
Ballroom ✤ Building community for tweens vs. teens
✤ Establishing a safe online space for youth
✤ Encouraging youth participation/creativity

Holly Ashworth, Senior Web Editor at eSPIN.com, a subsidiary of Hearst

Communications, Teen Advice Guide at About.com
Anne Collier, Co-director, ConnectSafely.org
Geoff Cook, CEO, myYearbook.com
Nathan Sawatzky, Director of Community Support, Disney Online Studios

Moderator: Joi Podgorny, Director of Community Engagement, Smart

Bomb Interactive

2:50 pm How Technology Brands Are Reaching ‘Wired’ Youth

Ballroom ✤ Reaching students with the tools they need for productivity and
creativity
✤ How tech brands are tapping into mobile and social media
✤ Case studies from leading technology brands

Simon Fleming-Wood, Senior Director, Marketing, Consumer Products,

Cisco
Elisa Haidt, Sr. Marketing Manager, Education, Adobe Systems Inc.
Mia Quagliarello, Product Marketing Manager, YouTube
Amy Strande, Director, Student Audience Marketing, Microsoft

Moderator: Alissa Walker, Writer, Fast Company

3:35 pm Refreshment Break

3:50 pm Closing Keynote: Ron Faris,
Ballroom Director, Brand Experiences, Virgin Mobile USA
4:40 pm Totally Wired Youth Entrepreneurs
Ballroom with Donna Fenn, Author and Journalist
✤ Learn from today’s most influential young people on the Web
✤ Gain insight into how youth are using their Web sites
✤ Get advice from youth who are successfully reaching their peers

Jack Abraham, CEO, Milo.com

Jeff Berger, CEO, Co-Founder, KODA
Jesse Harris, Executive Director, Co-Founder of NFFTY (the National Film
Festival for Talented Youth)
Vanessa Van Petten, "Youthologist," Founder,
Radical Parenting

5:30 pm Conference Ends

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Vicki Abeles, Filmmaker, Race To Nowhere
Vicki, an attorney and mother of three, found herself worn out by watching her own children navigate their
days filled with school, homework, tutoring, and extracurricular activities. After a series of wake up calls,
Vicki set out with her camera to understand why children's lives more closely resemble high-powered CEOs
than the type of childhood she had envisioned for her children. Vicki produced and co-directed the
documentary film, Race to Nowhere, a close up examination of the unintended consequences of today's
education system and achievement culture. Vicki previously practiced law at the prestigious New York law
firm of Cahill, Gordon & Reindel, traded gold at Goldman Sachs, advised the media firm Outdoor Systems,
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(now part of Viacom), when it was taken public.

Ariel Aberg-Riger, Creative Development and Marketing Director, Fourth Story Media
Fourth Story Media is a transmedia studio that tells stories that unfold across books, the web, mobile
phones, and other platforms. FSM's first major property – The Amanda Project – is a collaborative, fictional,
book + web mystery series for teen girls that launched in Fall 2009. Previously, Ariel worked as Associate
Director at Market Partners International where she advised a range of clients from the Ontario Media
Development Corp. to Harlequin. In addition, she has consulted extensively for Sparknotes/Barnes & Noble,
most recently in their Interactive Media division, working with clients such as Nike, Target, HBO &
Neutrogena. Ariel graduated from Smith College with a BA in Philosophy. She is Facebook user
#507516468. She loves her Google Reader.

Jack Abraham, Founder and CEO, Milo

Jack began coding at age 12 building some of the first data extraction and processing mechanisms for
ComScore where he watched the company grow from 3 to 40 employees before leaving. His interest in data
lead him to write software to crawl, analyze and trade products on eBay in real-time when arbitrage
opportunities were identified. His eBay arbitrage company was printing money before it was shut down by
PayPal. Jack also has experience developing behavioral targeting campaigns for Microsoft and
Drugstore.com. Jack is in the process of graduating magna cum laude as a Joseph Wharton Scholar from
the Wharton School with a customized degree in Technological Entrepreneurship, combining business and
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computer science.

Holly Ashworth, Sr. Web Editor, eSPIN.com; Teen Advice Guide, About.com
Since 2005, Holly’s overseen the content, user experience and traffic acquisition of the teen social site
eSPIN.com, a subsidiary of Hearst Digital Media. This past fall she also became the Teen Advice Guide for
About.com, where she’s been steadily (and happily) rebuilding the teen community ever since. She’s
appeared on NPR and in Youth Markets Alert as an expert on teen attitudes. Holly holds a BA in fine arts
from New York University, and she previously led artist-in-residence workshops for teens and tweens in New
York and New Jersey public schools.

Genevieve Bell, Intel Fellow, Digital Home Group, Director, User

Experience Group
Born and raised in Australia, today Genevieve is the Director of the User
Experience Group within Intel Corporation’s Digital Home Group in Portland,
Oregon. She is the driving force behind Intel’s emerging consumer centered

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focus. Gathering a team of anthropologists, interaction designers and human factors engineers to transform
consumer-centric product innovation, she has fundamentally changed how Intel envisions, plans and
develops its platforms. Her team is responsible for setting research directions, conducting global
comparative qualitative and quantitative research, leading new product strategy and definition and
championing consumer-centric innovation and thinking in Intel’s Consumer Electronics business and across
all of Intel’s platforms. Genevieve has a PhD in anthropology from Stanford University and a new book
forthcoming from MIT Press. She was recently recognized by Fast Company magazine as one of the 100
most innovative people in business.
M A S H U P

Jeff Berger, CEO, Co-Founder, KODA

Launched in May 2009, KODA introduces today’s young professionals to the world’s employers. Jeff is
responsible for setting the overall direction and strategy for the company. He leads the design of KODA’s
service and development of its technology and infrastructure as well as its business development. Jeff grew
up in the burbs of Boston and graduated from Tulane University. He currently resides in San Francisco.

Craig Bland, VP, Strategic Partnerships and Content Alloy Digital, a division of Alloy Media +
Marketing
Craig brings more than 15 years experience in online advertising and production. He is responsible for
building online content partnerships and for the development of programming and editorial initiatives for the
Alloy Digital Network. The Alloy Digital network is successfully connecting marketers to the largest
concentration of millennials online through highly trafficked websites and premium original web
programming, airing on AlloyTV, that appeal to the wide ranging interests of these influential consumers.
Previously, Craig was VP Celebrity Programming and Development at BUZZMEDIA, where he developed
strategic partnerships with leading Internet publishers and worked closely with celebrity talent, including the
Kardashian sisters, Nicole Richie, Britney Spears and Whitney Port to develop and implement integrated
online marketing sponsorships with leading advertisers.

Nate Bosshard, Brand Manager, Action Sports & Outdoor, The North Face
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Nate leads global brand strategy for all aspects of TNF advertising as well their on-line and social media
platforms. He is deeply integrated with the product development cycle and committed to pushing the athlete/
expedition process forward each year. Most recently Nate spearheaded a "first to market" iPhone App which
was used in Apple's fall ad campaign and was recognized by Brandweek as the #1 "Branded Apparel App."
Outside of his day job, Nate is a youth pop-culture vulture and obsessive collector of old vinyl records. Prior
to The North Face, Nate worked at Burton Snowboards and JDK Design in Burlington, Vermont. Nate
currently lives in Berkeley, CA with his wife and 6-month old daughter.

Anne Collier, Co-Director, ConnectSafely.org

Journalist, author, and youth advocate, Anne is co-director
of ConnectSafely.org, the leading interactive resource on the Web about
youth safety on the fixed and mobile social Web, and founder and executive
director of its parent organization, Net Family News, Inc. Anne's other main
hat is editor of NetFamilyNews.org, which – when she started it in 1999 –
was basically a blog before there were blogs. It's also an email newsletter

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with, at last check, subscribers in more than 50 countries. Anne is also currently serving as co-chair of the
Online Safety & Technology Working Group in Washington. She lives in Salt Lake City with her husband and
two teenage sons.

Geoff Cook, CEO, myYearbook

myYearbook is Geoff’s third multi-million dollar Internet enterprise, all grown from zero traffic and zero
revenue to significant market-leading properties. In 1997, at age 19, Geoff founded EssayEdge.com and
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ResumeEdge.com from a Harvard dorm room. His Wired feature story outing himself as a dorm room
entrepreneur helped lead Harvard to lift its centuries-old ban on dorm room entrepreneurship. Geoff later
sold his company to The Thomson Corporation. He departed Thomson in 2005 to join forces with his sister
and brother, myYearbook’s founders, Catherine, age 15, and David, age 16. Geoff was instrumental in
raising $20 million in angel financing, venture capital, and venture debt to build the young company into the
best place to meet new people.

Trina DasGupta, New Media & Youth Marketing Consultant

Trina is a new media & youth marketing consultant working with consumer brands, non-profits, and political
organizations. Most recently, Trina worked with South Africa’s largest youth NGO and seventh most well
known brand, loveLife, to develop media-based engagement models to address the social determinants of
HIV. On this project, she also created the world’s first cell phone-based social network dedicated to youth
empowerment & HIV prevention. Prior to consulting, Trina worked for MTV Networks as the Manager of
Integrated Marketing & New Business Development. She has also worked on Viacom and MTV
International’s sexual health campaigns, Know HIV/AIDS and Staying Alive. Trina is a graduate of the
University of Pennsylvania with degrees from the Wharton School of Business and the Annenburg School of
Communications.

Scott DeYager, Social Media Supervisor, Toyota Motor Sales, USA

Scott leads Toyota’s PR social media communications efforts, including developing and managing an online
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content strategy, building brand advocacy and protecting brand reputation. An award-winning public relations
veteran, Scott has also provided expertise in visual communications, crisis communications and media
relations in his more than 13 years with the company.

Timothy Donza, Brand Strategist, The Sound Research

The Sound Research is the world's leading strategic youth research agency who view youth not just as an
age or an attitude, but as a unique lifestage experienced in an ever faster moving context. As a Brand
Strategist from the Sound's New York office, Tim works closely with clients like Unilever and Pepsi to
understand today's millenials worldwide, with a focus on documenting their lives online and on film.
Previously, Tim honed his creative and strategic skills at Redscout and
Wieden + Kennedy, and has the distinction of being both a WPP Marketing
Fellow and a graduate of Wieden + Kennedy's 12 school. Tim holds a BA in
English from the University of Pennsylvania.

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Ron Faris, Director, Brand Experiences, Virgin Mobile USA
Ron is responsible for managing Virgin Mobile’s largest brand marketing programs, including lifestyle
marketing, events and sponsorships, branded entertainment, and cause-related marketing initiatives
(including The RE*Generation, Virgin Mobile’s initiative committed to ending youth homelessness). Most
recently, he was responsible for managing and executing Virgin Mobile’s sponsorship of The Monster Ball
Starring Lady Gaga. Prior to that he conceived and launched the 2009 Virgin Mobile “FreeFest,” the largest
free concert in the country designed to relieve those most distressed by the economy. Before that, he was
responsible for managing Virgin Mobile’s sponsorship of “The Circus Starring Britney Spears.” Since Sprint’s
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acquisition of Virgin Mobile, Ron has also absorbed all brand experiences for Boost Mobile and manages the
music initiatives and brand programs across both brands.

Donna Fenn, Author/Journalist

Donna is the author of Upstarts! How GenY Entrepreneurs are Rocking the World of Business and 8 Ways
You can Profit From Their Success (McGraw-Hill, 2009). She is also a contributing editor at Inc. Magazine
and the author of Alpha Dogs: How Your Small Business Can Become a Leader of the Pack (Collins 2005).
A business journalist for more than 20 years, Fenn is also a blogger on BNET/CBSi, a featured expert on
SBTV, a blogger on Inc.com, and an experienced international keynote speaker. She was a correspondent
for The Associated Press in Riyadh, Saudi Arabia from 1988 – 1992. She now lives in Pelham, NY with her
husband, Guian Heintzen, and is the proud mom of two GenYers – a junior at Tulane and a freshman at
Cornell.

Simon Fleming-Wood, Senior Director, Marketing, Cisco Consumer Products Cisco

Simon currently oversees the Americas Marketing organization for the Linksys and Flip Video brands and
leads all integrated marketing communications through corporate branding, research, marketing programs,
events, public relations, advertising and consumer branded websites (Linksysbycisco.com and theflip.com).
Simon has nearly 20 years of experience as a marketing executive and consultant in the consumer
technology and packaged goods industries. He served most recently as Vice President of Marketing at Pure
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Digital Technologies and was responsible for the creation and introduction of the Flip Video brand.
Previously, he held senior marketing positions at Sega.com, the Learning Company/Mattel and The Clorox
Company. A native of Canada, Fleming-Wood holds a Bachelor of Arts degree in Political Science from
Stanford University.

Denise Garciano, Social Media Manager, PacSun

Denise has led PacSun (a lifestyle specialty retailer rooted in the youth culture) in discovering who is talking
about their brand online, who their customers are, and how to genuinely reach out and engage with friends
and fans. As their Social Media Manager, she has developed and established a community for PacSun, and
continues to put forth initiatives and strategies that provide a better
experience both online and in stores.

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Ryan Garman, President, Co-Founder, Tissla
Ryan co-founded AllDorm as a student at Santa Clara University in 2000 and has been a guiding hand
behind AllDorm’s transformation from a small marketing services house into a nationally recognized
collegiate agency. Ryan and his team have spearheaded campaigns for clients as diverse as Comcast,
Microsoft, Ford Motor Company, Chase, Yum! Brands, MTV, Folgers Coffee, Army National Guard, Unilever,
Bebe, and Lucky Brand Jeans.

Kathleen Gasperini, Co-Founder, Senior Vice President, Label Networks

M A S H U P

Kathleen is acclaimed as an industry leader when it comes to global youth culture marketing intelligence and
forecasting for her work at Label Networks, a leading global youth culture intelligence company with clients
such as Apple Computer, Dr. Pepper, Oakley, Burton, and the Vans Warped Tour. Formerly, Kathleen worked
as the Senior Editor of Powder and Snowboarder, and the editor of Women's Sports & Fitness. She was the
technical writer for the IMAX movie “Extreme,” and is the co-founder of Boarding for Breast Cancer. Kathleen
was the publisher of the original female youth lifestyle magazine, W.i.g. Magazine–for Women in General,
and is the author of Pretty Good for a Girl—the Autobiography of Tina Basich, a Snowboarding Pioneer
(Harper Collins).

Francois Gossieaux, Partner, Beeline Labs

Through his role as a co-founder and partner at Beeline Labs, a boutique marketing innovation strategy firm
that works with leading brands, and his role as a Senior Fellow and Board Member at the Society for New
Communications Research (SNCR), Francois has developed rich expertise in how the social in business has
fundamentally changed most core business processes. Prior to Beeline Labs, Francois was a marketing
executive at a number of product startups, including eRoom Technology, where he spent 5 years leading
marketing. He also worked in senior marketing positions for companies like Agfa/ Bayer and Stratus
Computers. He is the co-author of the upcoming book: The Hyper-Social Organization.

Serhat Gurcu, Founding Partner, CEO, Youth Republic

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Youth Republic is an agency that brings the “Youth Marketing” concept and “Campus Brand Manager”
system to Turkey and provides 360° marketing communication solutions with its youth communication
strategies expertise. Serhat gives trainings, writes about youth marketing and continues to do his job
enthusiastically.

Elisa Haidt, Senior Marketing Manager, Adobe Education

Elisa joined Adobe full-time in June 2006 as a Marketing Manager in the World-wide Education Marketing
group. Currently, Elisa is a Senior Marketing Manager and is responsible for developing marketing strategies
and executing on them to reach the world-wide student market. Her responsibilities include managing all
marketing programs, such as paid search, advertising, relationship
marketing, the website, social media and social networking activities for the
world-wide student campaign. Elisa has an MBA from the University of
Southern California, Marshall School of Business and a MA in Instructional
Technology from Teachers College. Her undergraduate education was at
Washington University in St. Louis.

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Jesse Harris, Co-Founder and Executive Director of the National Film Festival for Talented
Youth (NFFTY )
At only 24 Jesse is leading the next generation of young and talented filmmakers. At 17, Jesse wrote,
directed, financed and secured a multi-city theatrical release for his feature length drama, Living Life. The
film tells the story of a teenage boy battling cancer and how he changes other people’s lives in the process
of reconciling himself to his illness. As a result of his experience making, releasing and distributing his own
film, Jesse decided to create an organization to support other young filmmakers. In 2007 Jesse co-founded
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the National Film Festival for Talented Youth (NFFTY), a new film festival and non-profit organization to
support young filmmakers 22 and under.

Jason Harty, Brand Manager, vitaminwater

Jason oversees the vitaminwater product innovation and interactive marketing initiatives. His efforts in social
media specifically have helped grow vitaminwater’s Facebook fan base to over 1.1 million in less than a
year, earning the brand a Top 10 spot on the Slate.com list of “brands that best engage fans on
Facebook” (12/09). Over the past 10+ years he's managed interactive, mobile and field marketing
campaigns for client accounts and held marketing agency positions representing F100 clients such as
Verizon Wireless, Subway Restaurants and NBC Universal. Jason earned a B.A. in Communications from
Marist College in Poughkeepsie, NY, and currently lives in Brooklyn with his fiancé, Liz, and dog, Rick.

Jack Heath, Founder and President of the Inspire USA Foundation

The Inspire USA Foundation is dedicated to promoting youth mental health and preventing youth suicide. In
January 2010 Jack moved from Sydney to San Francisco to take up the CEO role. Before that he was the
Founder and Executive Director of the Inspire Foundation in Australia beginning in 1996. Inspire was
established following the suicide of Jack’s 21-year-old cousin on their family farm and in response to
Australia’s then escalating rates of youth suicide which thankfully have since halved. Reachout.com is
Inspire’s flagship program designed to help teens and young adults get through tough times. The US version
of Reachout.com was launched March 1, 2010 and is a key partner with the Ad Council and SAMHSA in the
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“We Can Help Us” national media campaign.

Tina Hoff, Vice President for the Kaiser Family Foundation, Director of the Foundation’s
Entertainment Media Partnerships Program
Tina oversees multi-faceted public information partnerships with leading media companies – including MTV,
MTVU, BET, CBS, Clear Channel Communications, Fox and Unvision — to address pressing public health
and social issues, notably HIV/AIDS. The driving philosophy behind the Foundation’s work in this area is to
go where their audience – primarily young people –go already. She also oversees the Global Media AIDS
Initiative, a U.N.-supported effort that works with media companies around
the world to extend the reach of HIV content and make AIDS a business
priority.

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Neil Howe, President, LifeCourse Associates
Neil is a historian, economist, and demographer who writes and speaks frequently on generational change in
American history and on long-term fiscal policy. He is cofounder of LifeCourse Associates, a marketing, HR,
and strategic planning consultancy serving corporate, government, and nonprofit clients. He has coauthored
six books with William Strauss, including Generations (1991), 13th Gen (1993), The Fourth Turning (1997),
and Millennials Rising (2000). His other coauthored books include On Borrowed Time (1988). He is also a
senior associate at the Center for Strategic and International Studies, where he helps lead the CSIS "Global
Aging Initiative," and a senior advisor to the Concord Coalition. He holds graduate degrees in history and
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economics from Yale University. He lives in Great Falls, Virginia, with his wife Simona and two children,
Giorgia and Nathaniel.

Andrea Kraushaar, Youth Strategy & Research Director, Youth Dynamix

Andrea is the youth strategy and research director at Youth Dynamix, a youth consultancy specialising in
research, strategic planning and turnkey marketing solutions for clients targeting the youth (0-24 year olds)
and family markets. Having completed her Masters degree in marketing (cum laude), she has over 10 years
of youth research and consulting experience. Andrea's analytical mind, extensive youth knowledge and
passion ensure cutting edge, relevant youth research; the ongoing creation of youth insights; as well as the
development of innovative strategic models, tools and methods. Over the years, some of her many clients
span all industry spheres, including brands such as Coca-Cola, Nokia, McDonald’s, Nestlé, Kellogg’s and
Disney.

Gokhan Kavasogl, Co-Founder, Chairman Youth Republic

Gokhan is co-founder and chairman of Youth Republic, the Istanbul-based youth marketing agency. He
studied economics at Bosphours University, and his first career was in journalism. He worked in national
newspapers, radio and TV. He was a news producer with the BBC World Service prior to his pursuit in
marketing. In 2001, he and his current partners started Kampus Media, an indoor media company
penetrating university campuses in Turkey. This company was sold in 2007 to a big media group.
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Meanwhile, Gokhan and his partners, including current CEO, Serhat Gurcu, started Youth Republic. The
company fast became the market leader in the country and plans to extend the operation to other developing
markets.

Jordan Levin, Chief Executive Officer, Generate

Recognized for his deep understanding of young adult audiences, Jordan has been instrumental in
launching numerous entertainment franchises that have left a lasting impact on popular culture over the past
two decades as a television network and studio executive, producer, director and new media entrepreneur.
In 2005, Levin partnered to create Generate, a next-generation media company producing targeted content
for distribution across traditional and digital platforms. Prior, Levin spent a
decade building The WB television network, culminating with his appointment
as the youngest CEO in broadcast history. As part of the founding executive
team, Levin rose through the programming ranks to become President,
Entertainment by age 33 and was instrumental in hit series such as
“Dawson’s Creek,” “Buffy the Vampire Slayer,” and many others.

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Deb Levine, Executive Director, Founder, Internet Sexuality Information Services (ISIS, Inc.)
ISIS is a nonprofit 501(c)(3) organization using technology, new media and mobile for sexual and
reproductive health. ISIS' media-acclaimed projects include inSPOT, SexINFO, and the annual Sex::Tech
conference, bringing together techies, health professionals, youth and parents. Deb has been working
professionally on the Internet for more than 15 years. At Columbia University, she designed an award-
winning online health question-and-answer service, Go Ask Alice! She also wrote an online sex advice
column, Ask Delilah, for AOL and Time-Warner, and the Sexuality blog on Yahoo! Health. She has a B.S.W.
from Cornell and a Master's in Experiential Education from NYU. Deb is a 2009 Pop!Tech Social Innovation
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Fellow.

Casey Lewis, Teen Fashionista

Casey is a freelance writer, longtime blogger, and soon-to-be journalism graduate from Missouri. At 14-
years-old, she created TeenFashionista.com and continues to write about pretty dresses and pop culture
there. (Now 22, she's no longer a teen, though she often still feels like one.) Casey has written for numerous
publications, interned at several magazines, including Teen Vogue, and worked as a Ypulse assistant editor
and contributor. Most recently, she wrote a book about turning your dorm room into a stylish dwelling, Dorm
Living, published by Globe Pequot Press.

Mark Lewman, Principal/Creative Director, Nemo

Mark started his career at 17 and quickly rose to become editor of the seminal action sports publication
Freesytlin'. Mark then co-founded Dirt Magazine and Club Homeboy with Andy Jenkins and Spike Jonze. He
later helped start Grand Royal Magazine with The Beastie Boys. Mark co-authored BMX legend Matt
Hoffman’s autobiography “The Ride of My Life,” the inspiration for “The Birth of Big Air” featured in the ESPN
“30 for 30” series. He is also a writer and creative consultant for Jackass and WildBoyz. Today Mark is a
Principal and Creative Director at Nemo, a marketing agency innovating for brands like Nike 6.0, Smith
Optics, Bell Helmets, and HP. Mark's body of work encompasses Nemo's mantra, "we make culture move."

Lisa Li, Founder & CEO, China Youthology

Y P U L S E

Lisa is Founder & CEO of China Youthology, a leading research-based consultancy that focuses on the
youth market. She has spoken at ESOMAR with a paper nominated as “Best Paper” of 2008. Lisa founded
China Youthology in 2008 and has been researching youth in China with a holistic approach based on
Sociology and Anthropology. An in-depth understanding of the social changes at a macro level as well as
long-term, immersive and community-based studies have enabled China Youthology to decipher youth
trends with deeper insights. China Youthology has worked with brands like Nike, Nokia, Nestle, Pernod
Ricard and Pepsi to provide them with “youth culture intelligence.” The China Youthology blog
(www.chinayouthology.com/blog) was nominated by Ad Age as “20 blogs marketers to China should be
reading” in 2009.

Eric Lieb, Partner, Blacklight Transmedia

BLACKLIGHT TRANSMEDIA is a film and video game production company
with a first-look deal with Imagine Entertainment. Eric is the former Director
of Development of Fox Atomic and Editor-in-Chief of Fox Atomic Comics. Eric

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spearheaded the creation of Fox Atomic Comics, creating a publishing arm inside a major studio to focus on
generating new IP as well as extending the transmedia life of library titles. Eric previously held positions at
Artisan Entertainment and Lionsgate, where he worked on such films as the Academy Award-winning
CRASH, as well as the SAW series. Eric pioneered the motion comic trend by spearheading an animated
version of the Saw: Rebirth comic book, for which he also wrote the story. Eric graduated from the University
of Southern California School of Cinematic Arts.

Richard Loomis, Senior Vice President, Marketing and Creative, Disney Channels
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Worldwide
An award-winning senior entertainment industry marketing executive with over 20 years experience
developing and leading successful marketing initiatives, Richard oversees the U.S. marketing strategy and
creative direction both on- and off-air for: Disney Channel and its Playhouse Disney programming block,
Disney XD, and the Saturday morning ABC Kids daypart on the ABC Television Network. His oversight of the
creative sales marketing direction for multiple platforms and content also help influence and shape the
marketing campaigns for Disney Channels around the world. He joined Disney from MTV Networks where
he served as Senior Vice President, Comedy Central from 2004-06, and as Vice President Marketing and
Advertising at Nickelodeon from 2000-04. A native of Ontario, New York, Loomis is a graduate of The
College of Wooster.

Javier Macias, Ogilvy Group Planning Director, Ogilvy & Mather, Mexico City
Javier joined Ogilvy & Mather in 2003 as part of the planning team, where he has worked with clients such
as: Volaris (low cost airline), American Express, Volvo, Kimberly Clark, Pizza Hut, Unilever, Kraft, Nestlé,
Tecnológico de Monterrey, Axtel (Mexican TelCo), among many others. Named by the prestigious magazine
“Mexican Leaders” as one of the “Leaders of the Future," he has created and developed different strategic
planning tools and market research methodologies. Nowadays, he's also the President of the Board of the
newly created APG (Account Planning Group) Mexico. A musician and fan of technology, Javier has a BA in
Marketing from the Tecnológico de Monterrey and International and Industrial Marketing studies from the
Luleå University of Technology, Sweden. He also has a Masters degree in Arranging from Berklee College of
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Music.

Matt Martelli, Founder and Creative Director, Mad Media

Matt is the founder and creative director of Mad Media, a creative agency offering print, design, photography,
video production, and web services. Founded in 1995, Mad Media has a singular vision; to take the structure
and knowledge from corporate marketing and brand messaging, and modify it to work within the youth
market. Mad Media has grown to the point where they’re now shooting national TV spots, producing
groundbreaking viral films, and really pushing the envelope by combining emerging technology with creative.
Mad Media has recently received several accolades for the "Gymkhana" viral film series; created with driving
phenom, and DC shoes founder Ken Block. The Gymkhana videos have
been downloaded over 50 million times, making them the most successful
automotive viral film series ever.

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Mitch McCasland, Consumer Scientist, Innovation Insights, Frito Lay
Mitch is a recognized expert on using consumer insights as a basis for brand strategy and product design.
Throughout his 20-year career, he has worked on strategies for such respected companies as Frito-Lay,
McDonald’s, General Mills, Samsung Mobile, Procter & Gamble, Eli Lilly, Cadbury Schweppes, Anheuser-
Busch, The Warped Tour, and fashion icons Betsey Johnson and Diane von Furstenberg. He is engaged in
the development of new products and brands. At Frito Lay, he works collaboratively with consumers and a
team of food scientists, food engineers and marketers in the creation, branding and positioning of snacks.
Mitch is a ten-time recipient of the Teaching Excellence Award for his MBA lecture series on brand strategies
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at the Cox School of Business at Southern Methodist University in Dallas.

Lucas Murdock, Director of Marketing, Hookit.com

Lucas is a brand marketing executive with 15+ years of experience building brands. As the head of
Hookit.com's marketing team, he is responsible for brand development, member experience, partner
relations and traffic. His additional experience includes; 9 years launching the Red Bull Energy Drink brand,
Anheuser-Busch’s Contemporary Marketing Program, as well as several of his own ventures. Lucas’
interests were honed by the Nation’s leading entrepreneurship program at the University of Arizona, were he
received degrees in Marketing and Entrepreneurship. His passion for sports has him intertwined in the action
sports world as a participant, event MC, contest judge, fan and more…

Reena Nadler, Program Director, LifeCourse Associates

LifeCourse Associates is a marketing, HR, and strategic planning consultancy founded by generational
experts Neil Howe and William Strauss. Reena helps coordinate research and consulting to give readers
and audiences powerful insights into who today’s generation is, how they interact with each other, and how
they will shape our national future. Reena’s specific area of expertise is the Millenial Generation. She is
contributing author to Millennials in the Workplace (2010), Millennials in K-12 Schools (2008) and Millennials
Go to College (2007), and has coauthored many reports and articles with Howe and Strauss. Reena gives
keynote presentations on Millennials at events and national conferences. A first-wave Millennial herself, she
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brings a first-hand perspective to LifeCourse’s work on today’s youth generation.

Burcu Ozturkler, Account Executive, Youth Republic

Youth Republic is a youth marketing agency located in Turkey. Burcu manages a network of campus brand
managers made up of university students as well as develops marketing and communication strategies to
increase youth brand awareness and market share. Burcu has been at Youth Republic since 2005 and is an
expert at guerilla, WOM and event marketing. She handles existing clients and takes an active role in
business development and executing marketing/communication plans. She enjoys lomography and
embraces all perspectives of modern art.

Kelly Pena, Senior Vice President, Research, Disney Channels

Worldwide
Kelly is responsible for strategic, brand and marketing research for the
Company's wholly-owned basic cable networks: Disney Channel, Disney XD,
ABC Family and SOAPnet as well as Radio Disney. She leads an

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international, cross-functional team that translates quantitative and qualitative data into meaningful
actionable information required for the development of long-term strategies, growth initiatives and key
business decisions. She was instrumental in the rebrand of Toon Disney to Disney XD, a boy-focused, girl-
inclusive channel. Pena and her team conducted extensive research that helped shape the channel and its
online components in order to reach the underserved boy demographic. Pena earned a Bachelor’s degree in
Business Administration with a minor in Mass Media from New Mexico State University and a Master’s
Degree in Journalism from Louisiana State University.
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Stacie Perry, Marketing Manager, PacSun

Stacie hails from a distinct marketing background in Action Sports, Online and Social Media, Youth Culture
and Strategic Partnerships. Stacie began her career at TransWorld Surf — eventually becoming the first
female to become Managing Editor at a mainstream surf publication. In 2004, Stacie joined Boost Mobile as
the company expanded nationwide, helping to build the brand through online marketing support of major
initiatives like the Boost Mobile Pro of Surfing, And1 Streetball Tour, Boost Mobile RockCorps, Roxy Chicken
Jam and Boost Mobile Pro of Gaming. Stacie currently manages action sports and brand marketing
initiatives at Pacific Sunwear, including programs such as the PacSun USA Surf Team, The PacSun USASA
Snowboard Team and the PacSun Clash at Clairemont skate event.

Joi Podgorny, Director of Community Engagement, Smart Bomb Interactive

As Director of Community Engagement, Joi will architect and oversee all aspects of community management
for National Geographic’s Animal Jam, an online virtual world for kids 5-9 launching in the summer of 2010.
Her mission will be to create an online destination that is an industry leader in child safety, parental
engagement, and pure fun. She is considered one of the industry's foremost experts in online community
and children’s marketing, specifically in the under-13-year-old demographics. Her management and
production accomplishments range across six international children’s entertainment properties.

Marie Policastro, Manager of Partnership Marketing, Barnes & Noble College Marketing
Marie has over a decade of experience in the marketing industry. In her current role as marketing manager
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for Barnes & Noble College Booksellers, she is responsible for developing strategic marketing partnerships
and generating nontraditional revenue streams. Since taking on this role in 2008, she has created a
proprietary marketing program for partners to reach college freshmen and their parents during the summer
through print, digital media, in store, and experiential events. Marie also oversees U4U, the biannual
(1,000,000 circulation) magazine written for students, by students. She reinvented the publication with a new
name, design, editorial mission, and marketing strategy, and continues to supervise editorial, advertising,
and production. A graduate of Rutgers University, Marie joined Barnes & Noble College Booksellers in 2004.

Mia Quagliarello, Senior Product Marketing Manger for Community, YouTube

Mia joined YouTube in Sept. 2006. Now, as Senior Product Marketing Manger
for Community, she manages YouTube's blogs, social media, community
outreach, spotlight videos, Creator's Corner, and user-focused product
marketing initiatives. She pinches herself every day that she has this job. Mia
was previously the Editorial Manager for Video for Apple's iTunes store and
the Senior Managing Editor of Rhapsody, the music subscription service.

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Prior to moving to San Francisco in 2003, Mia was a copywriter and manager at MTV Networks. She earned
a masters degree in Media Ecology from NYU and has an undergrad degree from the University of
Pennsylvania. Mia lives in San Francisco with her husband, two young children and a dog named Gypsy.

Jason Rzepka, Vice President, Public Affairs, MTV

Jason’s charge, quite simply, is to use MTV’s superpowers for good. He is responsible for the strategic
direction of all of MTV’s “pro-social” campaigns, including the Peabody-winning “It’s Your (Sex) Life,” with the
Kaiser Family Foundation; Emmy-winning “Choose or Lose,” which has helped drive the largest youth voter
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turnouts in U.S. history; “A Thin Line,” which launched in December of 2009 and addresses the emerging
issue of youth digital abuse; and many more. Prior to his current role, Jason served as the head of
communications at the PopTech Institute. Before PopTech, Jason held senior communications positions at
MTV, mtvU, IMAX Corporation and Ruder Finn. He serves on the board of directors of PopTech and holds a
bachelor’s of business administration from the University of Wisconsin Milwaukee.

Nathan Sawatsky, Director of Community Support, Disney Online Studios

Nathan oversees moderation and support for Disney Club Penguin, Disney Fairies Pixie Hollow, Disney's
Toontown Online, Pirates of the Caribbean Online, and Disney/Pixar World of Cars Online; managing teams
located in Canada, the United States, the United Kingdom, Brazil and Argentina. Before joining Club
Penguin as its first director of community support in the early days of the popular virtual world, Nathan
worked as a church music and youth director and with the Starbucks Coffee Company. Nathan’s innate
understanding of human nature and social interaction, and his passion for keeping kids safe online make
him an invaluable part of Club Penguin and Disney Online Studios.

Steve Schubert, Partnership Development, Barnes & Noble College Marketing

Steve began his career with Procter & Gamble, where he held various roles in the U.S. and in Europe from
1992-2000, including Associate Director within the European Finance and Customer Business Development
organization. Before his work with Barnes & Noble College Booksellers, he was a Senior CRM Consultant
for Peppers & Rogers, an independent consultant for Microsoft and the Director of Strategic Planning for
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American Standard's $2B global Bath & Kitchen Division. Steve has an undergraduate degree in Finance
from Bradley University and an MBA from Washington University in St. Louis. Steve lives in Portland, OR,
with his wife and four children.

Whitney Smith, Founder and CEO of Girls For A Change

Girls For A Change is a national organization that empowers middle and high school girls to create social
change. Her inspiration for the organization and its programming sprang from over a decade of experience
as a leader of innovative programs for girls and women. Whitney’s vision consists of a healthier, more
equitable society created through the mobilization of girls and women to produce solutions to problems they
identify in their own communities. Under her leadership Girls For A Change
has served over 8,000 young women in the last ten years across the United
States and internationally.

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Mark Sperling, Co-Founder, group Y
If Mark’s resume sounds like a boot camp for co-founding the action sports/youth marketing networking
organization, group Y, that’s because it is. His successful work as a brand strategist and publicist for such
diverse clients as Target, Disney, Best Buy and Tylenol demonstrate his fluency with the Fortune 500 set,
while his involvement with the likes of Transworld Media, Live Nation, Lollapalooza, Tony Hawk and Split
Clothing speak to his stellar reputation within the Action Sports and Entertainment communities. If it involves
building brands, generating opportunities, or multi-facet marketing, this surfer/snowboarder and twenty-year
industry veteran has probably done it. (If not, chances are he’s got something in the works.) Currently the
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Global Director of Marketing for Troy Lee Designs, Mark and his wife live in Laguna Beach, California.

Amy Strande, Director, Student Audience Marketing, Microsoft

Amy Strande, a Director with the Student Audience Marketing team, has lead Microsoft’s digital strategy for
higher education students for the last year. She has launched connected digital experiences (bringing
together website, mobile, competitions and more) to reach students and give them low cost software, career
advice, and school success tips. Prior to working in the Student Audience Marketing team, she worked in a
variety of marketing roles at Microsoft over her 11 years with the company.

Tom Subak, Vice President, Online Services, Planned Parenthood Federation of America
Tom works to define the Federation's online goals and strategies; provide leadership in reaching those goals;
and oversees the search and adoption of the technology to do so. Prior to joining Planned Parenthood, Tom
was the Founder and CEO of the e Organization — an internet strategy consulting group that worked
exclusively with nonprofit organizations and political campaigns. The e Organization was acquired by
Mindshare Interactive Campaigns (which later became Virilion), at which point Tom joined Planned
Parenthood. Tom and his wife Abby live in New York City with their two children.

Jamie Tworkowski, Founder, To Write Love On Her Arms

Jamie founded To Write Love on Her Arms, a non-profit movement dedicated to presenting hope and finding
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help for people struggling with addiction, depression, self-injury and suicide. TWLOHA began in 2006 as
Jamie's attempt to help a friend and tell a story. Since then, the TWLOHA team has responded to more than
150,000 emails and messages from over 100 countries, in addition to investing more than $700,000 directly
into treatment and recovery. Jamie's TWLOHA blogs are a source of hope and encouragement for
thousands, and he speaks frequently at universities, concerts and conferences. Jamie has been interviewed
for NBC Nightly News, CNN.com and Rolling Stone Magazine.

Vanessa Van Petten, Founder, Radical Parenting

Vanessa is one of the nation's youngest experts, or 'youthologists' on
adolescents, youth trends and parenting. She wrote her parenting book from
the teen's perspective, called "You're Grounded!," when she was just 17. After
winning the Mom’s Choice Award in 2009 and launching her popular parenting
blog, she is now on a national speaking tour, reaching out and talking about
what young people really wish adults knew about them. Her blog:
RadicalParenting.com has been featured on hundreds of other parenting sites

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around the web as the only teen-written parenting blog. She has been featured on CNN and has been in the
Wall Street Journal and Teen Vogue. She also recently appeared on the 2010 season of Real Housewives of
Orange County helping the families get along.

José Villa, Founder/President, Sensis Agency

In 1998, José founded Sensis as a Web development firm, growing it into a full-service digital-centric ad
agency managing digital marketing initiatives for powerhouse clients, including the U.S. Army, United
Healthcare and Sempra Energy. Under José’s direction, Sensis has grown into an award-winning firm that
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earned a spot in 2008 and 2009 on the prestigious Inc. 500 ranking of America’s fastest growing private
companies and a No. 2 ranking on Hispanic Business’ 2009 list of fastest growing Hispanic-owned
companies. As an impassioned champion of multicultural advertising and interactive strategies, José’s
official blog, ThinkMulticultural.com, analyzes the latest trends in multicultural digital marketing. You can also
follow him on Twitter @jrvilla.

Alissa Walker, Journalist

Alissa is a freelance writer who can most often be found in Los Angeles. She writes about design,
architecture, cities and transportation for publications including Fast Company, GOOD, Dwell, Print,
ReadyMade, Architect's Newspaper, Design Observer, Core77, and LA Weekly, and is the associate
producer for the public radio show “DnA: Design and Architecture,” hosted by Frances Anderton. In 2009
Chronicle Books published City Walks Architecture: New York City, a walking guide to the city’s notable
architecture, which Alissa researched, wrote and photographed over the course of a sticky New York
summer. She lives in a royal blue house in the Silver Lake neighborhood of Los Angeles, where she throws
ice cream socials, tends to a drought-tolerant garden, writes infrequently on her blog, Gelatobaby, and
relishes life in L.A. without a car.

Zafka Zhang, Co-founder & Chief Strategy Officer, China Youthology

Zafka is an entrepreneur, internet researcher, columnist, artist and tech geek. Zafka leads digital marketing
of China Youthology, investigates macro societal changes, and innovates with community-based research
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and cyberspace ethnography. Before founding China Youthology, Zafka was senior front-page editor at the
21st Century Business Herald, a leading economic & political newspaper in China. He also headed strategy
and research at HiPiHi, a 3D virtual world start-up. As a “cultural investigator”, Zafka was named as “135
people to watch” by CNNGO.com (http://www.cnngo.com/explorations/none/hot-list-078194) in 2009.

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ANCHOR SPONSOR
M A S H U P

SPONSORS
Y P U L S E

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A B O U T Youth Pulse, Inc. – Authentic & Authoritative
U S
Comprised of media and research divisions, Youth Pulse is the leading authority on youth. We study the
opinions and behavior of tweens, teens, collegians and young adults in order to provide news, commentary,
events, research and strategy for marketing, brand and media professionals.
M A S H U P

Ypulse Media has developed a unique platform for youth media and
marketing professionals, producing an award-winning blog
(Ypulse.com), a popular email newsletter (Ypulse Daily Update), and
the annual Ypulse Youth Marketing Mashup Conference.
Driven by an editorial staff who are passionate about youth culture,
Ypulse Media provides independent coverage of youth marketing and
media for academic, agency, brand, cause and media organizations.
Ypulse.com is one of the top 100 marketing blogs on Ad Age's Power
150 List, and has been featured in several leading publications including USA Today, Business Week,
Forbes and Fast Company.

Ypulse Insights is a full-service, data-driven consultancy and market

Y P U L S E

research firm that helps companies understand and target tweens,

teens, collegians and young adults with expertise, strategic thinking,
and actionable insights.
Our online community and research panel (www.surveyu.com) actively
engages more than 70,000 individuals aged 13-30, enabling the
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