Schedule Viewer 2023
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The 2024 CMWorld Agenda is coming soon! Below you’ll find the 2023 Agenda including topics, speakers, and tracks. Check back soon for 2024 speaker and schedule announcements.

Use the filters to find the speakers and sessions that present solutions to your greatest content marketing challenges and plan your personal CMWorld experience.

Note that rooms do fill up and seating is first come, first serve, so arrive early to sessions that you would like to attend.

The Path to Personalization Ain’t Pretty: The Life and Times of a Marketing Executive on a Mission

Ron Zwerin  (Executive Vice President, Marketing, Communications & Brand Strategy, National Multiple Sclerosis Society)

Location: Room 147B

Date: Thursday, September 28

Time: 2:45 pm - 3:25 pm

Pass Type: All Access Pass, Main Conference Plus, Main Conference, Digital Pass - Get your pass now!

Audience Level: Intermediate

Conference Theme: B2C

Session Type: Session

Track: Big Ideas

Vault Recording: TBD

Audience Level: Intermediate


The world is full of diverse people with different interests, desires and motivations. As a result, personalization marketing is where many brands are going –– or trying to go.

When it comes to building and scaling personalization marketing, getting started (and knowing where and how to start) is the hardest part of the process.

In this session, Ron Zwerin, EVP of Marketing, Communications and Brand Strategy at the National Multiple Sclerosis Society will share his personal journey to personalization that includes daunting moments, pitfalls to avoid, lessons learned and jobs to be done when building personalization marketing from the ground up.


• Focus on experiences. Memorable experiences are the Jobs to Be Done.
• Put strategy before structure because technology won’t save you.
• To survive the ride, internal credibility is critical. Be explicitly clear about what you’re going to do, do it, and measure it.