AT&T’s Valerie Vargas to Present Keynote at PODi AppForum

ROCHESTER, NY—Nov. 1, 2011—PODi, the Digital Printing Initiative, has announced that Valerie Vargas, vice president of advertising for the AT&T Mobility & Consumer Markets organization, will be a featured keynote speaker at the 2012 AppForum digital printing conference, planned for Jan. 23-25, 2012, at the Tropicana Hotel in Las Vegas. Vargas is responsible for driving one of the largest transformations in the direct mail space as AT&T centralizes and automates key parts of its direct marketing operations. This consolidation is representative of a growing trend among organizations of all sizes looking for preferred partners that offer comprehensive solutions.

Vargas’ presentation—“Keeping Direct Mail Vital, Relevant & Productive”—will give attendees an insider’s perspective on how marketers can increase the efficiency of their marketing processes and how service provider companies can move up the value chain by providing marketing operations services. She’ll also address the continued importance of direct mail and the role of relevance in today’s direct marketing mix.

“We’re excited to have a winner from the direct marketing space like Valerie keynote at AppForum,” says Caslon General Manager Dave Erlandson. “Her vision and expertise has made AT&T’s direct marketing program a revenue-generating machine, revolutionizing the way that company is using direct mail.

“Service providers need to understand the realities that marketers face today. As partners, their choice is either to aggressively grow their portfolio of higher margin marketing services or to become the low-cost provider. Her insights will challenge our audience to expand their creative use of relevant direct mail. They’ll also learn how automating key parts of the marketing operations process can result in reduced costs, better cycle time and greater ROI overall,” Erlandson added.

Vargas manages the creative messaging and production of AT&T advertising across all marketing channels including online, television and direct mail. She has a long and impressive history with AT&T, telecom and financial services marketing. She was market research manager and manager of strategic alliances for BellSouth Cellular, and director of national sponsorships with Cingular Wireless. Vargas also served as senior vice preside, marketing for HomeBanc Mortgage Corp. before returning to AT&T in 2007.

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