January 24 - 26, 2016
Ojai Valley Inn & Spa, Ojai, California

Parisa Durrani

Director of Mobile Strategy
Plastic Mobile

As a Strategic Planner at Plastic, Parisa Durrani plays a vital role in creating effective strategies for our clients. Since joining Plastic in 2013 she has worked with a wide array of tier one brands such as AIR MILES, CREA, Shoppers Drug Mart, SPC and BookIt.com to achieve their mobile strategy goals.

When she is not leading top brands into their mobile future, Parisa is sharing her wisdom on stage at technology and marketing conferences. Not one to shy away from speaking to large crowds-- or very loudly in the office--Parisa mastered the art of communication in her 3-year tenure with the Canadian Broadcasting Corporation, CBC, in Toronto where she worked as an Associate Producer.

In 2013, Parisa completed her Masters Degree at Northwestern University’s in Chicago, Illinois. Her venture into the world of digital strategy began with the Chicago Bulls, not as a player - although she thinks they missed out - but as a Strategic Marketing Coordinator. Although she may have not led the Bulls to a championship that season on the court, she did lay the strategic foundation for the launch of the new Chicago Bulls site.



11:00 If you Build it, Will They Come? Integrate and Personalize your Mobile App to Stay at the Forefront of Consumer’s Loyalty

It’s an interesting time for mobile app development. It’s no longer good enough for a brand to have a mobile app; your brand’s app must stand out and deliver value. Many brands are struggling with the common issue of user loss. This struggle raises several questions: How do you gather and keep users? Is your app being used once and then deleted?

In the mobile app development industry, these questions are being asked and answered everyday. The answers can seem elusive and sometimes mysterious to brands that seem to be doing ‘all the right things’ and yet their app is still not gaining traction in the app store. There are some common missteps that can be corrected such as app size, UI design, and value exchange for data. Look to the most successful apps to see what they’re doing. As a prime example, look at Snapchat; and consider: How does it work and why is it so popular? How are brands using apps to reach Millennials?

There is no one answer to ensure your brand’s mobile app success but exploring these topics and relying on the data you already have will help to shape these answers for you. Join this session to hear the panelists discuss how you can effectively use the data you already have, and still be able to ensure success with your brand’s mobile app in both B2C and B2B systems.


18:00 Transforming Traditional Brands by Leveraging the Mobile as a Channel

There’s no denying the impact mobile has had on the customer journey. What was once a linear journey with clear start and end points, is now cyclical. Mobile has blurred the lines between the pre- and post-shopping stages and is has impacted some of America’s most iconic brands the hardest.
Realizing there is still a gap between how mobile technology can be leveraged at each point in the customer journey (the pre-, in-store, and post-shopping stages), this roundtable session will cover how to not only drive brand engagement and loyalty, but open up new revenue streams and create operational efficiencies for your business.


Check out the incredible speaker line-up to see who will be joining Parisa.

Download The Latest Agenda