The Programme

Opening Remarks

The Heart of the Arts: Reimagining an Adelaide Icon

Julia George & Stephanie Rossetto

How does a 50-year-old cultural institution stay relevant when the digital world is constantly evolving? Julia George and Stephanie Rossetto explore how a diverse, multi-generational audience, a transforming precinct and a shifting digital landscape are rewriting the rules of engagement for Adelaide Festival Centre.

Thank you / housekeeping

Morning Tea

Due Diligence Ready: Turning Marketing Into a Defensible Corporate Asset

Eduardo Favarim

When a business prepares for an acquisition, capital raise, or exit, the marketing department is often the first to face intense scrutiny. Eduardo Favarim shares the practical blueprint for turning a marketing department into a highly defensible corporate asset, drawing on his experience guiding AIB through its acquisition by Lyceum Education Group.

Stream Sessions – Round 1

B2C + B2B streams – speakers to be announced

Stream Sessions – Round 2

B2C + B2B streams – speakers to be announced

Lunch

Law Update 2026

Paul Gordon

What marketers need to know about social media, privacy, and technology law in 2026.

The B2B Sameness Trap: Why Being Rational Is Making You Forgettable

Sam Davies

Most B2B businesses don't have a lead problem. They have a memory problem. Sam Davies introduces Brand Resilience™ – a practical framework for aligning strategy, brand, digital experience, content and sales execution so B2B businesses become easier to remember, easier to choose and harder to commoditise.

Thank you / housekeeping

Afternoon Tea

The Cost of Coping: What High Performers Carry - And What It Costs Them

Shanelle Franklin

We celebrate the people who hold everything together - the leaders who stay calm under pressure, the teams who keep delivering, and the people everyone relies on. But we rarely ask what that constant coping costs them. Through humour, storytelling and insights into human behaviour, Shanelle explores what it takes to create more sustainable performance, stronger relationships and a more human way of working.

Closing Remarks

Opening Remarks

Starting From Zero: Why We Ditched 1 Million Followers

Geena Lamb

Award-winning social media strategist Geena Lamb shares the strategy behind launching Adelaide University's social media channels from absolute zero following one of Australia's largest university mergers. We'll unpack why starting fresh was a deliberate strategic choice, how legacy audiences can limit relevance, and what it actually takes to build an engaged, modern community in today's crowded feeds.

Thank you / housekeeping

Morning Tea

Are You Listening? Your Community Is Telling You What to Build.

Steven Dent

Most brands are listening to their community. Few know what to do with what they hear. This session gives you practical frameworks for turning audience signals into decisions that actually get made. Built from real examples at Sweat, and designed to be used by anyone running social, digital or community in any organisation.

📍 Room: B2C

Inside 90Labs: A Marketer's Guide to Building AI Tools (Without Becoming an Engineer)

Rubina Carlson

Most marketers are still waiting for the tech stack. Rubina built her own. In this session, she'll walk through 90Labs, the AI-powered sales-enablement workspace she built at 90 Seconds using Claude Code and Replit. You'll see what she shipped, how she shipped it without engineers, and what to steal for your own marketing function. Expect a practical look at problem framing, prompting, and the new shape of marketing work when the marketer is also the builder.

📍 Room: B2B

The ROAS Paradox: Why Expensive Clicks and Brand Bidding Drive E-Commerce Growth

Kelly Dang

Designed specifically for e-commerce founders and marketers, this session demystifies how to balance ad budget efficiency with aggressive revenue growth. Kelly will share data-driven insights on why paying a premium for bottom-of-funnel clicks and defending your brand name is mandatory for market survival. Attendees will learn how to adapt their Google Ads strategies in real-time, maximising transaction volume during major sales events like BFCM while maintaining profitability year-round.

📍 Room: B2C

When AI Changes the Game – How Subnet Adopted HubSpot's New Loop Marketing Framework

Ben Luks

When HubSpot announced their new Loop Marketing framework in late 2025, it signified how AI had created a seismic shift away from the Inbound Marketing methodology that had been central to HubSpot for nearly 15 years. Ben provides practical examples of how Subnet completely changed their marketing program to adopt Loop Marketing – and the results they have seen so far from this new AI-driven approach.

📍 Room: B2B

Lunch

Keynote 5

Speaker to be announced

Your Boss Just Discovered Build In Public. Here's How Not To Panic.

Lucy Bloomfield

Build In Public sounds simple – until your CEO forwards you a LinkedIn post at 9am on a Monday and asks why you're not doing it. This session is a practical survival guide for marketers navigating top-down enthusiasm for BIP when there is no strategy to back it up. Lucy Bloomfield breaks down exactly what Build In Public means for an established brand, how to cut through the noise, and how to build a content system your team can realistically maintain.

📍 Room: B2B

How to Build Social License While Delivering Major Infrastructure Projects

Meenakshi Iyer

In today's crowded social media landscape, how can government channels cut through the noise to inform, engage and connect with the communities they serve?

📍 Room: B2C

Beyond Clicks: How Modern Teams Measure Channels That Create Demand

Cate Mayer

Most marketing teams still optimise for what is easiest to measure, not what actually drives growth. In this session, Cate Mayer explores how channels like Reddit, Spotify, Pinterest and DOOH can materially influence demand long before a customer clicks or converts. Attendees will learn how to think beyond the standard search and paid social mix, and how to evaluate performance using signals such as search lift, direct traffic and downstream conversion impact.

📍 Room: B2C

Stream Sessions – Round 5

B2B stream – speaker to be announced

📍 Room: B2B

Afternoon Tea

From the Lounge Room to 250,000 Orders a Year: What I Learnt Along the Way

Kirsty Chapman-Smith

Kirsty pulls back the curtain on what's held her business together through almost two decades of growth, setbacks, and everything in between. Attendees will hear her business story and the practices and hard calls that helped build real trust with customers and her team.

Closing Remarks