Kayla Brown
Director, Customer Lifecycle Hibbett
Monday, February 22, 2027: Summit Day
2:20 PM LOYALTY: Panel Discussion: Email, SMS, App, and Store: Creating One Connected Retention Engine
Customers don't think in channels. They open an email, tap a text, browse the app, and walk into a store, often all in the same week. In this panel discussion, a group of retention and lifecycle leaders will share how they connect those touchpoints into one coordinated experience, keep messages from stepping on each other, and measure loyalty by the customer rather than the channel. Expect to hear about:
- Mapping how customers actually move between email, SMS, app, and stores over time
- Coordinating journeys so channels reinforce each other instead of repeating messages
- Aligning offers, timing, and creative so every touch nudges the next best action
- Measuring retention impact at the customer level, not just channel performance
12:00 PM AI: Fireside Chat: Marketing with AI: From Hype to Habit
Most marketing teams have tested AI. Far fewer have made it part of how the work gets done every day. In this fireside chat, Kayla Brown, Director of Lifecycle Marketing, and Dezirae McGee, Director of Creative and Social, will share how Hibbett has built AI into its lifecycle and creative work, and what it takes to turn early experiments into lasting habits. Expect to hear about:
- Identifying frontline and back‑office workflows where AI already pays off
- Embedding AI tools into daily routines instead of treating them as side projects
- Redesigning processes so humans handle exceptions and judgment, not data drudgery
- Tracking operational KPIs that prove AI is saving time, cost, or mistakes
Check out the incredible speaker line-up to see who will be joining Kayla.
Download The Latest Agenda