Myth Busters – The Reality of Personalization

Learn from a panel of marketing leaders, Lisa Albert, Sean Murphy, and Jenna O’Connor, as they debunk common myths, revealing personalization as an effective, scalable strategy beyond just demographics and e-commerce. This session will challenge misconceptions, demonstrating the real impact and feasibility of personalization across industries. Understand why personalization is not just about AI or instant results, and how it significantly influences customer engagement and brand loyalty. 

Transform your marketing strategies with real-world examples, expert insights, and actionable tips. Don't miss out on redefining your approach to customer-centric marketing personalization. 

Moderated By:

  • Andrea Hektner, Marketing Specialist, Buxton

Featured Panelists:

  • Jenna O’Connor, Sr. Director – Loyalty Marketing, GNC 
    Jenna O’Connor is Sr. Director, Loyalty Marketing at GNC where she leads the strategic vision and performance of the company’s multi-tier, consumer centric myGNC Rewards and GNC PRO Access programs, all of which deliver innovative ways for consumers to be inspired and rewarded for their engagement, healthy behaviors, and loyalty to GNC. With more than 25 years of experience in direct marketing, CRM, and loyalty initiatives, Jenna has championed the continued modernization of these programs translating her expertise and experience into a great loyalty experience for millions of GNC customers across the world. To learn more about GNC please visit
  • Sean Murphy, Managing Partner, Gigantic Design Co. 
    Sean Murphy is a Managing Partner for Gigantic Design, a Digital Branding Agency, located in Dubuque, Iowa. At Gigantic, Sean works with a variety of regional and national clients in both the B2B and B2C spaces, leading the concepting and design of brands, web experiences, and creative for marketing campaigns. To learn more, visit  
  • Lisa Albert, Director of Marketing – Brand and Communication, Buxton 
    Lisa Albert serves as the Director of Marketing for Brand and Communication at Buxton, a B2B SaaS company. Focused on raising brand awareness, Lisa oversees content, social media, PR, events and branding for Buxton, while connecting closely to the demand gen, product and customer marketing arms of the marketing team to ensure seamless messaging throughout the customer journey. With experience in B2B and B2C in a variety of industries, Lisa has experienced a variety of applications for personalization throughout the customer journey. To learn more about Buxton, visit
Journey Awareness Persona Marketing