DMA: Data and Marketing Association
Consumer Help

Minneapolis Regional Roundtable



Join us for a day of learning and networking in Minneapolis, Minnesota! This complimentary event will feature a Keynote presentation, a case study presentation, roundtable discussions focused on the challenges and opportunities facing marketers today, and 2+ hours of face-to-face networking time.

Complimentary hors d'oeuvres and beverages will be provided by our sponsor, Japs-Olson.

This event is a Free Member Benefit.

Not a DMA member but interested in joining us? Contact Laura Gigliotti for your complimentary pass.


1:30-1:45 PMWelcome and Introductions

1:45-2:30 PMDigital Design meets Brick & Mortar Retail

Speaker - Mary Hennen, Vice President, Marketing & Ecommerce, The Tile Shop

Founded in 1985, The Tile Shop is a specialty retailer of manufactured and natural stone tiles, setting and maintenance materials, and related accessories in the United States.

The company’s newly launched Design Studio – which allows customers to personalize and visualize how an entire room or a distinct space will look upon completion of a project – also gives customers, sales associates and any trade professionals involved with a project a collaborative platform to create customized 3D design renderings to scale. Join Mary Hennen, Vice President of Marketing & Ecommerce at The Tile Shop, as she discusses how an omnichannel, customer-focused approach to this new platform is revolutionizing the design and shopping experience for customers across 118 stores in 31 states nationwide.

2:30-3:30 PMThe Data-Centric Organization — Discussion of the New DMA / IAB Whitepaper

Roundtable Discussion Facilitated by Jonathan Margulies, Managing Director, Winterberry Group

  • What does it mean to be “data-centric”? What do most enterprises want to accomplish with data that they’re not doing now?
  • People: What is the role of talent/recruitment in sustaining a data-centric marketing approach? Training/development? Compensation?
  • Process: How well do org structures support our efforts to leverage data? What challenges do we need to correct for? Any success stories?
  • Platforms: What kinds of platforms have been/might be most instrumental in helping activate the potential of data? What challenges have we seen in selecting and deploying those tools?
  • Partners: How do we enlist agencies, data providers, tech developers and other supply chain partners in the effort to leverage data? How could those parties advance to deliver more value?

3:30-3:45 PMNetworking Break

3:45-4:30 PMPrint: The Must-Have Element in an Omnichannel Customer Experience

Panel participants:
Scott Gilbertson, Senior Manager, Local Marketing Strategy at Best Buy
Erica Templeton, Senior Print Buyer at Life Time Fitness
Wade Sedgwick, Owner / President of Pronto Heating & Air Conditioning
Jay Carroll, Co-Founder/Chief Operating Officer of SeQuel Response
Moderator: Paul S. Padratzik, Account Executive at Japs-Olson Company

Hear firsthand why this panel of industry leaders continue to integrate print marketing as a “must have – must use” proven tool within their marketing communication portfolios. Representing many verticals, these experts will share their perspectives on how and why integrating print and direct mail in their marketing strategies produces a powerful impact on their results.

4:30- 6:00 PMNetworking Happy Hour

Register Now



Mary Hennen

Vice President of Marketing and E-Commerce
The Tile Shop

Mary Hennen is Vice President of Marketing and E-Commerce at The Tile Shop (NASDAQ:TTS), a leading specialty retailer of manufactured and natural stone tiles. Hennen leads Consumer and Pro marketing, digital commerce and oversees all media, PR, special events and showroom experiences. Recently, she led the rollout The Tile Shop's Omni-channel Design Studio, helping define a personalized tile shopping experience for all customers.

Hennen leveraged consumer insights to overhaul the creative and brand positioning, refocus the media and customer acquisition strategies, and led the digital experience transformation of a 30 year-old brick and mortar retailer.

A strategist proven in both digital and traditional marketing, Hennen’s career includes senior retail management roles at Experian Marketing Solutions, Conversant Media (an Epsilon Company) and Digital River, advising Top 100 Retailers on marketing, media and customer experience strategies.

Hennen earned her B.A. in Business Administration from the University of St. Thomas and continued her leadership development with Sean Delaney.


Jay Carroll

Co-Founder, Chief Operating Officer
SeQuel Response

Jay has nearly 25 years of experience in senior level marketing and management roles for national direct marketing companies, such as, Imagine Print Solutions, Banta Direct Marketing (now Donnelley) and Direct Marketing Group. In 2010, he co-founded SeQuel Response, a full service direct marketing agency based in Eden Prairie, MN, that has grown its revenue more than 10X since it’s first year of operation. SeQuel offers a proven & unique multivariate testing methodology - along with sophisticated strategy & analytics - that help to drive very consistent performances for a loyal client base.

Carroll studied broadcast communications at the University of MN and now lives in Hopkins, MN, where he and his wife of 32 years have raised seven children.


Scott Gilbertson

Senior Marketing Manager
Best Buy

Scott is a Senior Marketing Manager at Best Buy, where he leads the Local Marketing team. He manages geo-targeted campaigns across the country that heavily rely on direct marketing, along with a portfolio of other tactics. Campaigns range from news about a local store to broader messages that tap into regional consumer insights. Prior to Best Buy, he held marketing positions at Heinz and enterprise software provider Red Hat.

Scott has an undergraduate degree from the University of Washington and an MBA from the University of North Carolina – Chapel Hill. He resides in Rosemount Minnesota with his wife and two children.


Erica Templeton

Direct Mail Procurement & Strategist
Life Time Fitness

Erica serves as the Direct Mail Procurement & Strategist for Life Time Fitness in Chanhassen, MN. She has over 10 years’ experience in areas such as Brand Marketing, project management, and revenue enhancement. Erica uses her combined experience to help her team embrace change, create new opportunities in marketing campaigns, and formulate strategies for profitability and growth.

Currently she is managing complex Print and Direct Mail programs for membership acquisition and retention. Over the years she has fueled development and efficiencies within the Direct Mail program resulting in her achieving the “Artistry Award winner” status within her organization. Erica’s passion lies in process and tactic improvement of Direct Mail’s execution.

Erica is a graduate of the Rochester Institute of Technology in upstate New York where she studied New Media Publishing and Marketing Advertising. She now resides in South Minneapolis and spends her time keeping a very close eye on her Fox Red Labrador puppy.


Wade Sedgwick

President & Owner
Pronto Heating & Air Conditioning

Wade started Pronto in 2008 after beginning his career at his family business, Sedgwick Heating & Air Conditioning.Pronto has been aggressive in its growth goals over the past eight years and Wade has years of experience in Direct Mail and all types of Direct Response marketing.
Wade lives in Mendota Heights.


Paul Padratzik

Account Executive

Paul Padratzik is a solution provider in all aspects of the Direct Marketing process for over 20 years. As an account Executive at Japs-Olson, he is responsible for helping his clients ranging from small business to fortune 500 companies manage their print and direct mail campaigns. His passion for helping his clients to succeed in reaching their marketing goals is second to none.

Sponsored by:

  • japs_olson_logo

    Brought to you byDMA Communitites logo

What You'll Learn

  • checkmark

What attendees are saying:

  • “What I took away from our local DMA event was that no matter how different in size and scope one company is from the other, we all are aiming for the same thing: how to make our product better. Being able to brainstorm and relate to fellow marketers on an actual level is very important to what I do because it can be directly applied back to my job and help me with my day-to-day functions.”
    Jeff Eldersveld, Director of CRM and Analytics, Columbus Blue Jackets

    “Having the opportunity to network and discuss best practices with colleagues in our field, but outside of our industry, was a very valuable experience. I left the meetup with several takeaways and new relationships that will certainly have a positive impact on our business.”
    Marc Gregory, VP, Digital Marketing & Media, Columbus Blue Jackets

    “The February Atlanta DMA event had a very enthusiastic audience. The topic of inspiring and engaging your customers continues to be one of the most important discussions for marketing leaders and strategies continue to evolve.”
    Matt Corey, Chief Marketing Officer, PGA Tour Superstore