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The State of the Story: How Carbon Won "The Big Game" | SXSW 2019

Dara Johnson Treseder
Chief Marketing Officer at Carbon
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SXSW 2019
March 9 2019, Austin, United States
SXSW 2019
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The State of the Story: How Carbon Won "The Big Game" | SXSW 2019
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Dara Johnson Treseder is a business leader with expertise in building and leading high performing global marketing and commercial organizations. In 2018, she was recognized by Forbes as a “CMO Next”—one of the 50 Marketing Chiefs Redefining the Role and Shaping the Future. Dara was also recognized in 2018 by AdAge as one of the “Women to Watch.” In 2017, she was recognized on Inc. Magazine as one of the "30 Inspirational Women to Watch in Tech.” A respected thought leader and subject matter expert, Dara is a sought-out speaker, lecturer, and advisor on marketing, innovation, and growth. She delivers keynotes at several premiere industry conferences, such as those hosted by MMA, CES, ANA, Women of Silicon Valley, AfroTech, LWT, Harvard, Stanford, and the London School of Economics. Dara is a frequent contributor to leading publications, including Adweek, MarketingProfs, The Marketing Insider, CMO.com, and Marketing Daily. Dara is currently the Chief Marketing Officer at Carbon—the leading digital manufacturing company. Previously she led marketing and growth efforts at GE, Apple, and Goldman Sachs. Dara is also an internationally recognized champion of public health, women's issues, and diversity initiatives. She serves as Vice Chair on the board of directors of the Public Health Institute.
Megan Cunningham runs Magnet Media, the leading global content studio for brands. Magnet’s mission is to tell stories that matter. We believe creative storytelling and data are the best tools to drive measurable outcomes for brands and organizations. Clients include: Google, Adobe, Chase, Airbnb, Complex, IBM Watson, CitiGroup, Intel, The TED Talks, Politico, Blackrock, Spectrum, TIAA, YouTube, National Geographic Kids, PBS, Fandango, MIT Tech Press, and more. As an industry leader, Megan was recently recognized with a Cynopsis Top Women in Digital award. She’s consulted on dozens of tech and entertainment projects, and has spoken at SxSW, The Sundance Film Festival, The Wharton School of Business, The MacArthur Foundation, CES and NAB. She is the author of The Art of the Documentary, featuring legendary filmmakers (Errol Morris, Ken Burns, DA Pennebaker, Sheila Nevins, Al Maysles, Barbara Kopple, Kirsten Johnson, Lauren Lazin). For the past decade, Magnet Media has been dedicated to the diversity and inclusion in the media industry. Megan was a mentor at MacArthur’s Bay Area Video Coalition, and professionally mentors two groups of women: female directors, through Chicken & Egg Pictures and female startup founders, through Rent the Runway’s Project Entrepreneur. She has served on the Board of New York Women in Film & TV and Global Giving, and completed the Punch Sulzberger Fellowship at the Columbia School of Journalism.

About talk

The fragmentation of traditional media has required brands to invent a new kind of storytelling. Some of these elements we already know: storytelling is now more social, more mobile and more visual. But a new frontier of storytelling is also emerging. Enter "hyper-growth" startup brands that use that special combination --audience data, and unique narratives-- to beat out well-established, better funded competitors. As Megan Cunningham found in her research, "The power of a well-told story distributed in a strategic way can change minds and overturn industries; and the playbook is being written today."

Carbon is disrupting manufacturing in the way that Tesla disrupted the auto industry. Meet Dara Treseder, Carbon's first CMO. She's a marketing leader whose time at GE, Apple, and Goldman prepared her for the challenge of a lifetime: putting a B2B tech brand on the map in a mainstream way, virtually overnight. Watch Cunningham of Magnet Media (and author of The State of the Story and The Art of the Documentary) discuss how their approach cut through the most cluttered media moment to put Riddell helmet and Adidas sneaker products, powered by Carbon, at the center of the conversation.

About SXSW:

SXSW dedicates itself to helping creative people achieve their goals. Founded in 1987, SXSW is best known for its conference and festivals that celebrate the convergence of the interactive, film, and music industries. An essential destination for global professionals, the event features sessions, showcases, screenings, exhibitions, and a variety of networking opportunities. SXSW proves that the most unexpected discoveries happen when diverse topics and people come together. SXSW 2019 takes place every March in Austin, Texas.

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