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CES Detroit 2018
Pega Events

Customer Engagement Summit Detroit

Hear insights. Make connections. Drive innovation.

  • October 30, 2018
  • 11:30 AM EST
  • Dearborn, MI
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Detroit has always been at the forefront of innovation, and when it comes to digital transformation, Motor City is miles ahead.

Join us on Tuesday, Oct. 30, 2018 at the Ford Motor Company Conference & Event Center to:

  • Hear how technologies like AI, case management, decisioning, and robotic automation are driving end-to-end customer engagement and ensuring operational excellence.
  • Connect with IT and business leaders from Detroit’s leading brands – from automakers and suppliers, to insurers and educators, to healthcare and financial services providers.
  • Talk to experts and get hands-on with Pega solutions in our Tech Pavilion.

Get the insights you need for real digital transformation.

Scroll down to learn about our speakers and explore our full agenda, then register and join us on October 30th!


Travis Bradburn

Head of Decisioning, General Motors

Travis Bradburn is the Head of Decisioning at General Motors. In this role, he is responsible for leading the global design, development, and implementation of Enterprise Decision Management for General Motors. He is responsible for creating the centralized decisioning brain behind GM’s Global Connected Consumer Experience group – utilized for everything from vehicle telematics to marketing – to create unique 1 to 1 interactions with customers. Travis has been with General Motors for over 32 years in various engineering and technology leadership roles.

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Howard Cochran

Senior IT Director, Strategic Technologies, Estes Express Lines

Howard Cochran is a fast-paced, results-driven, business value-centric IT leader who is working to utilize technology for the sake of the business. He thrives on change, while focusing on the one or two reasons Estes Express Lines must be successful versus the 10,000 reasons they can’t be. Howard uses strong change management and motivational techniques to build effective delivery teams.

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Mark Davison

Owner, ExecTech Consulting

Mark Davison has over 20 years’ experience holding diverse senior positions in Information Technology and Research & Development. He is adept at building high performing teams focused on expense reduction, revenue growth, and creative solutions that maximize value to customers, employees, and stakeholders. Mark has proficiency in organizational consolidation, redesign, and integration with significant international experience, effectively collaborating with business units in Europe, Asia, and South America. He has previously held positions with Bandag, Inc., Bridgestone Americas, and Delek US Holdings. Currently, Mark works as an independent consultant under the name ExecTech Consulting.

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Adam Field

Adam Field

Head of Innovation & Experience, Pega

Adam Field is a software visionary with 20 years of experience developing, marketing, selling, and evangelizing new technologies. As Head of Innovation & Experience, Adam helps set Pega’s tech vision. Since joining Pega in 2004, he’s helped many Fortune 500 financial services, healthcare, insurance, manufacturing, and telecommunications companies develop creative, innovative, and effective applications that deliver unprecedented business outcomes. Adam holds a B.S. in Computer Engineering from Syracuse University.

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Vince Jeffs

Vince Jeffs

Senior Director, AI & Decisioning Product Strategy, Pega

Vince Jeffs leads product strategy for Pega’s Marketing, AI, and Decisioning solutions, and has spoken at numerous conferences and written extensively on the subject. As an author, he’s ranked #33 overall on and is #8 in the Customer Analytics and Digital Marketing categories. Prior to Pega, Vince worked at Unica, SAS, Rapp Collins / Omnicom, and UPS. He has over 30 years of experience with marketing technology. Vince has a BSBA in Marketing from Georgetown, a MS in Database Systems / Operations Research from the University of Maryland, and is a certified Professional Direct Marketer.

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Dr. Setrag Khoshafian

Chief Evangelist and VP of BPM Technology, Pega

Dr. Setrag Khoshafian is one of the industry's pioneers and recognized experts in Digital Enterprises, especially Digital Transformation through Digital Process Automation, Internet of Things (IoT), and CRM. He has been a senior executive in the software industry for the past 25 years, where he has invented, architected, and steered the production of several enterprise software products and solutions – especially in process automation. Currently, he is Pega’s Chief Evangelist and strategic IoT & Digital Process Automation technology thought leader involved in numerous technology, thought leadership, marketing, alliance, and customer initiatives. Dr. Khoshafian has authored 10 books and 100s of articles. He is a frequent speaker and presenter at various industry events.

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Dr. Brian C. Lein, MD, FACS

Vice President Graduate Medical Education, TriStar Division, HCA

Dr. Brian Lein assumed the role of Division Vice President for Graduate Medical Education in 2018, overseeing the development and running of residency programs in Georgia, Tennessee, and Kentucky for the TriStar Division of HCA. Prior to joining HCA, he served for 30 years in many leadership and executive roles for the US Army, including command of the US Army Medical Department Center and School, US Army Medical Research and Materiel Command, Chief of the Army Medical Corps and Deputy Surgeon General. He also commanded two large hospital facilities-Landstuhl Regional Medical Center in Landstuhl, Germany, and Evans Army Community Hospital at Fort Carson, Colorado. His medical advisory positions include tours in: Afghanistan; Fort Hood, Texas; Fort McPherson, Georgia; Fort Bragg, North Carolina; Kuwait; and Bosnia-Herzegovina.

Dr. Lein is a graduate of the AMEDD Officer Basic and Advanced Courses, the US Army Command and General Staff College, and the US Army War College where he earned a Master’s Degree in Strategic and National Security Studies. He is a native of New York and a graduate of the United States Military Academy as a Distinguished Military Cadet. He received his medical degree from Temple University School of Medicine in 1988 as an Alpha Omega Alpha Scholar. His surgical training included Internship in General Surgery at Madigan Army Medical Center in 1989 and Residency in General Surgery at Abington Memorial Hospital in 1993. He is board certified in General Surgery.

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Kristy Lillagore

Kristy Lillagore

Senior Solutions Consultant, Pega

Kristy Lillagore is a Senior Solutions Consultant who partners with the Pega sales team as a technical thought leader and partner. She is responsible for creating engaging demos and Proof of Concepts for Pega’s suite of Customer Relationship Management (CRM) applications, including Pega Customer Service, Pega Marketing, and Pega Sales Automation, as well as our Case Management, Decisioning, Mobile and BPM software. Kristy has 20 years of experience helping enterprise companies gain business value from technology solutions. She holds a BS in Finance and several CRM certifications.

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Steve Silver

Steve Silver

Vice President, Industry Market Leader, Manufacturing, Pega

Steve Silver drives Pega’s go-to-market strategy to help our manufacturing clients shift from their traditional focus on industrial process excellence and asset optimization to unlocking value from intelligence-rich engagement strategies with their always-connected customers, products, and experiences at scale. He brings over 20 years of success as a digital transformation leader, management consultant, industry business development executive, CxO advisor, and evangelist. Prior to joining Pega, Steve had roles at Salesforce, Infosys, Cisco, Nissan, Siemens, and Prudential Healthcare. He holds a B.S. in Advertising and a J.D. from the University of Florida, and a MBA from Nova-Southeastern University.

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Robert Skinner

Robert Skinner

Vice President, Digital Strategy & Marketing Technologies, FordDirect

Robert (Bob) Skinner is Vice President, Digital Strategy and Marketing Technologies, at FordDirect. In this role, Bob is responsible for digital strategy around Dealer UX, Media Tech & Digital Product offerings as well as Omni-Channel consumer journey management. Bob has worked with Ford Tier 1 over the past four years to help orchestrate a cross tier, Omni-channel marketing strategy leveraging Adobe Experience Cloud and Pega to personalize consumer messaging and experiences. Prior to his work at Ford, Bob was a successful entrepreneur starting, selling, and working on ventures on four continents.

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Mike Spadafore

Decisioning Services Squad Lead, Ford Motor Company

As the Decisioning Services Squad Lead for Ford Motor Company, Mike Spadafore is responsible for the development and operationalizing of advanced decisioning and machine learning to drive intelligent customer interactions. Prior to his role at Ford, Mike served as the Global Director of Product Strategy at IHS Markit and as the Director of Automotive at Acxiom Corporation.

His career focus has been on the strategic application of data and analytics across all three tiers in the automotive arena, with a strong focus on decisioning science and artificial intelligence. He has developed and launched a wide range of products/platforms, including high performance campaign environments, analytically driven lead scoring and marketing, predictive model development and application, online/offline data integration, and analytically driven decisioning/next best action solutions. Mike has worked with all top ten OEMs and Dealer Groups, along with several of the major supporting players in the industry. He studied computer science and psychology at the University of Michigan, earned his MBA from the Kellogg School of Management, and is a frequent speaker on advanced 1:1 marketing, machine learning, and the data driven customer experience.

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David Steuer

David Steuer

Managing Director, Accenture

David Steuer is Accenture’s Global Automation Engineering Technology lead and has responsibility for the people, assets, and methodologies used to deliver Accenture's Intelligent Automation solutions, including RPA, AI, and DPA. He has established centers of excellence across Accenture and clients to build capabilities and optimize delivery. He has more than 25 years of experience delivering CRM and Process automation solutions for Fortune 500 companies across industries and geographies, and is considered a thought leader in real-time decisioning, CRM, Digital Process Automation, and large program delivery.

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Usman Tareen

Usman Tareen

Senior Manager, Industry Lead for Products, Pega Practice, Accenture

Usman Tareen is responsible for P&L, delivery excellence, and customer success for the Products industry (Travel, Retail, Consumer Goods, Automotive, Industrial & Life Sciences) portfolio within North America for the Accenture Pega practice.

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Marty Wingate

FSO Advisory Services, Ernst & Young

Marty Wingate works in Ernst & Young’s Advisory Services Practice. He is responsible for internal audit and process improvement services provided to the insurance segment for the Financial Services Office. He has more than 25 years of experience in the financial services industry serving insurance clients in life, health, property-casualty, and reinsurance with emphasis on risk management, including Sarbanes-Oxley compliance, Internal Audit co-sourcing, and process and control improvement. Prior to joining EY, Marty spent over 17 years with a Big Four firm in their national insurance practice in the external audit, specializing in serving multi lined P&C and Life companies from small to global companies. Marty was the lead in green field development of the Tampa office of an international firm.

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11:30 AM

Registration, Demos, and Networking Lunch in the Tech Pavilion

1:00 PM

Welcome & Keynote Presentation

“Digital Transformation...for REAL”

Adam Field, Head of Innovation & Experience, Pega

1:30 PM

Panel Discussion

“Why AI-powered CX matters: You may have connected devices, but are you delivering a connected experience?”

Travis Bradburn, Head of Decisioning, General Motors
Robert Skinner, Vice President, Digital Strategy & Marketing Technologies, FordDirect
Michael R. Spadafore, Decisioning Service Squad Lead, Ford Analytics
Moderator, Vince Jeffs, Senior Director, AI & Decisioning Product Strategy, Pega

2:15 PM

Spark Talk

“Mobile First: How Estes Express Lines delivered on its vision to improve customer and employee satisfaction”

Howard Cochran, Senior IT Director, Strategic Technologies, Estes Express Lines

2:45 PM

Refreshment Break in the Tech Pavilion

3:30 PM

Pega Product Demo

“Engage, Automate, & Build – Without Limits”

Adam Field, Head of Innovation & Experience, Pega
Kristy Lillagore, Senior Solutions Consultant, Pega

4:00 PM

Panel Discussion

“The Human Centric Journey – How to make sure your digital transformation doesn’t become ‘artificial’”

Mark Davison, Owner, ExecTech Consulting
Dr. Brian C. Lein, Vice President Graduate Medical Education, TriStar Division, HCA
Marty Wingate, FSO Advisory Services, Ernst & Young
Moderator, Steve Silver, Vice President, Industry Markets, Manufacturing, Pega

4:40 PM

Spark Talk

“The 10 dimensions of Digital Transformation Debt and how to alleviate it”

Dr. Setrag Khoshafian, Chief Evangelist and VP of BPM Technology, Pega

5:00 PM


"Unleashing the Intelligent Enterprise with Recall Management"

David Steuer, Managing Director, Accenture
Usman Tareen, Senior Manager, Industry Lead for Products, Pega Practice, Accenture

5:30 PM

Closing Remarks

Adam Field, Head of Innovation & Experience, Pega

5:35 PM

Networking Reception, Demos, and Drawing for Prizes in the Tech Pavilion

Location Details

Ford Motor Company Conference & Event Center

1151 Village Road

Dearborn, MI 48124

Get Directions

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