Overview:

In today’s fragmented marketing landscape, data is both the greatest asset and the biggest challenge. This panel discussion brings together leaders from AWS, Softcrylic, and Southern Glazer’s Wine & Spirits to explore how modern marketing organizations can overcome data silos, identity fragmentation, and activation inefficiencies to unlock transformative outcomes.

We’ll dive into the real-world challenges marketers face—disjointed data sources, inconsistent messaging, and underutilized customer insights—and showcase how a robust Marketing Data Foundation (MDF) built on AWS can streamline data ingestion, unify customer profiles, and accelerate campaign activation. Softcrylic will share how its AudienceMatch AI empowers brands to discover and activate high-value audiences with precision, reducing infrastructure costs and boosting match rates.

The panel will also highlight how Southern Glazer’s Wine & Spirits is leveraging these technologies to drive omnichannel personalization and real-time engagement. From strategic advisory to CDP implementation and AI-driven segmentation, attendees will gain actionable insights into building scalable, intelligent marketing ecosystems.

Whether you’re navigating CDP complexity, seeking better attribution, or aiming to personalize at scale, this session will equip you with the frameworks and tools to make your marketing data work smarter.

Why Attend?

• Discover how to unify customer data across platforms
• Learn how AI can improve match rates and reduce infrastructure costs
• Gain insights into privacy-safe data collaboration
• Hear directly from industry leaders on what’s working—and what’s next

Agenda:

Bradley Kossmann

Sr. Director Data Science & Analytics, Softcrylic (part of Hexaware)

Mark McDonald

Senior Director of Digital Products, Southern Glazer’s Wine & Spirits

Francis Lavelle

Chief Data Officer, Softcrylic (part of Hexaware)

Craig Williams

Sr. Partner SA Manager, Americas - Industries, Solutions & GenAI at Amazon Web Services

Bradley Kossmann, Sr. Director Data Science & Analytics, Softcrylic (part of Hexaware)

Brad joined Softcrylic in 2018 to establish its Data Science practice, which has since expanded to a team of 60 consultants. With deep expertise in machine learning, attribution modeling, persona construction, and simulation techniques, Brad has helped numerous Fortune 500 companies apply advanced analytics to solve complex marketing challenges. His background in computational modeling and business problem-solving enables him to identify impactful use cases for AI and data science—making him a key contributor to innovations like AudienceMatch AI.

Mark McDonald, Senior Director of Digital Products, Southern Glazer’s Wine & Spirits

Mark McDonald is a digital product leader who helps organizations transform their digital presence. At Southern Glazer’s Wine & Spirits, he leads cross-functional teams to deliver impactful solutions across eCommerce, CRM, UX, analytics, and digital marketing. With a deep understanding of digital architecture and agile development, Mark builds collaborative teams that overcome complexity and deliver results.

He champions agile best practices—like rapid sprints, automated testing, and feature toggles—to drive speed and adaptability in digital execution.

Francis Lavelle, Chief Data Officer, Softcrylic (part of Hexaware)

Widely renowned as a “Guru” of Online Analytics, Francis has 20+ years of Leadership experience in Analytics working with some of the brightest decision-makers and helping them achieve excellence. Francis heads the business development, delivery, and team management for the Advanced Data and Web Analytics division of Softcrylic. Prior to Softcrylic, Francis worked with Discovery Communications as the Director for Analytics. He has implemented several self-running analytics centers of excellence for leading organizations and put their investment in data to good use in informed decision-making. Francis lives and works out of the Softcrylic Atlanta, Georgia office.

Craig Williams, Sr. Partner SA Manager, Americas – Industries, Solutions & GenAI at Amazon Web Service

Craig Williams is a highly technical and hands-on leader with over 32 years of experience in the IT industry, currently heading the Industry Partner Solution Architect Specialists team across the Americas, including the U.S., Canada, and LATAM. He also leads initiatives in Generative AI (GenAI), focusing on industry-specific and agentic workloads. Craig’s domain expertise spans Automotive, Manufacturing, Financial Services, Healthcare, Media & Entertainment, Gaming, Sports, Telecommunications, Retail, and Consumer Packaged Goods. He is known for driving innovation through partner collaboration, delivering cutting-edge solutions, and executing go-to-market strategies. With deep proficiency in enterprise application development, cloud architecture, and performance optimization, Craig holds multiple certifications including AWS Certified Solutions Architect and Microsoft Certified Solutions Developer. His passion lies in empowering partners to build transformative products across verticals such as Industrial IoT, Smart Spaces, and Energy.