Partner Event: Emerging Trends in CSR – Cause Marketing


Oct 25, 2017


Prime Produce

424 West 54th Street



With the proliferation of “Brand-Aid,” both corporate and product brands are taking on more serious and polarizing social issues (including immigration, refugees, healthcare, climate change) as cause marketing efforts through partnerships with nonprofits and NGOs. As part of a business shift, many brands are being more visible and vocal about issues that deeply affect a wider ecosystem beyond consumer and employee stakeholder groups. However, other brands are not participants. Each position has its risks and rewards.

Our interactive panel will discuss:

  • Steps taken to determine which issue to support and the level of engagement
  • Strategies and tactics to persuade a hypercritical public of the brand’s authenticity
  • Engagement with nonprofits and/or NGOs
  • Outcomes from consumers and stakeholders
  • Key Takeaways

{Snacks and drinks will be provided!}


6:30 – 7:00pm – Doors Open & Networking
7:00 – 7:50pm – Intro & Panel
7:50 – 8:15pm – Q&A
8:15 – 8:30pm – Networking & Closing


  • Shannon Paz, Corporate Alliances Officer, International Rescue Committee
  • Veronica White, Director of Marketing & Communications,
  • Anthony Signorelli, SVP of Strategic Partnerships, Ad Council
  • Jason King, VP/Corporate Communications, Clear Channel Outdoor



Shannon Paz, Corporate Alliances Officer, International Rescue Committee

Shannon Paz is Senior Officer, Corporate Alliances at the International Rescue Committee, within the Institutional Philanthropy and Partnerships team. In her 5+ years at the IRC, Shannon has led on cross-cutting initiatives that bolster the organization's brand awareness, fundraising, advocacy and programmatic efforts-- specializing in cause marketing and building multi-faceted partnerships with corporate partners including large multi-nationals and B-Corps.

Prior to her time at the IRC, Shannon supported fundraising and events at various grassroots organizations focused on women's rights. Shannon holds a B.A. and M.A. in Political Science from Fordham University in the Bronx. Originally hailing from the San Francisco Bay Area, Shannon is an outdoor and fitness enthusiast, and has a knack for concocting elaborate salads and making an addicting homemade granola.


Veronica White, Director of Marketing & Communications,

Veronica White is the Director of Marketing and Communications at, the nonprofit social enterprise arm of Salesforce. As a passionate purpose marketer, Veronica is responsible for the development of the new narrative for, thought leadership for the executive team, re-branding of the philanthropy and grants team, overall brand strategy, and communications and PR. Her number one goal is to communicate's mission.

Prior to her new role with, Veronica spent eight years with Edelman in the Business + Social Purpose practice. Her work focused on brand strategy, storytelling and platform development for global brands including Bare Escentuals, Gap Inc., Levi Strauss & Co., MGM Resorts International, Nissan, PayPal, Southwest Airlines, Subaru, Symantec and The North Face. During her time at Edelman, she was focused on the issue of diversity and inclusion in Silicon Valley and developed a unique communications offering for clients. Veronica holds a B.A. in Communications from the University of Washington in Seattle. Based in San Francisco, Veronica is an outdoor and fitness enthusiast and spends her free time hiking, running the hills of San Francisco, and savoring the Bay Area food scene.


Anthony Signorelli, SVP of Strategic Partnerships, Ad Council

As Senior Vice President of Strategic Partnerships at the Advertising Council, Anthony Signorelli is responsible for identifying and cultivating partnerships and CSR initiatives on behalf of more than 40 causes ranging from Bullying Prevention to Diversity & Inclusion to Breast Cancer Awareness. Mr. Signorelli works collaboratively with corporate advertisers, sports leagues, media companies, entertainment properties, nonprofits, and government agencies to execute highly effective campaigns that make a meaningful difference in society. His work includes AME, ADDY, SXSW, and EMMY award-winning communications programs, as well as collaborations with global brands such as Disney, PepsiCo, and NBA. Anthony leads corporate development and fundraising efforts as a senior member of the Ad Council's Development team.

Mr. Signorelli received his Masters in Business Administration from Fordham’s Graduate School of Business in 2005 and has served as an adjunct professor within the Communications & Media Studies Department at Fordham University. He has been a featured speaker on panels and at conferences on behalf of the Centers for Disease Control, Digital Hollywood, Partnership for a Healthier America, and Children’s Advertising Review Unit. Anthony lives in Verona, New Jersey with his wife and two children.


Jason King, VP/Corporate Communications, Clear Channel Outdoor

As vice president of Corporate Communications, Jason D. King oversees and executes communications and media strategies for Clear Channel Outdoor’s 38 markets in the U.S., plus over 200 airport advertising contracts operated by Clear Channel Airports. An accomplished media strategist, Jason has developed innovative PR campaigns for new Outdoor media assets including; Sunset Millennium, Penn Plaza NY, Boston's South Station, Reagan and Dulles Airports. And most recently, King crafted and executed the public relations strategy to introduce first-to-market innovations, such as Clear Channel Outdoor RADAR and programmatic buying to mainstream media and ad trade press. This caught the eye of AdWeek editors resulting in Clear Channel Outdoor being named one of the Top Mobile Innovators of 2016. Additionally, as the sole PR practitioner for the organization, Jason has collaborated with all local CCO markets, including Albuquerque, to create winning PR strategies to both protect and grow the business.

In his capacity as head of communications, King also has the pleasure and awesome responsibility of overseeing and executing the organization’s Corporate Social Responsibility program which includes campaigns designed to protect public safety, encourage discovery of arts, education and promote diversity and environmental protection. And in May of 2017, King accepted the Ad Council’s highest honor, the Crystal Bell, for his and CCO’s work to combat texting and driving.




Hope Freedman, Brand Purpose & Consumer Marketing Leader

Hope Freedman is a “passionate Purpose promoter,” who brings her extensive experience in consumer marketing, advertising and communications – both on the agency and client side – to promote social change though brand purpose marketing and CSR. Most recently Hope was a strategist in Edelman’s global Business + Social Purpose practice, where her work focused on developing differentiated brand social mission platforms for clients including PepsiCo, Unilever and others to positively impact business, consumers and communities. Prior to Edelman, Hope managed consumer marketing for well-known brands at Unilever, L’Oreal, Dannon, and Reckitt Benckiser. Her leadership encompasses developing and executing consumer research, brand strategies, product innovation, brand positioning, visual identity frameworks, communication platforms, consumer activation, and retail promotion.

As adjunct faculty, Hope shares her expertise in brand purpose marketing and CSR with students through curriculum development, teaching and guest lectures. She currently teaches a graduate Cause Marketing class at LIM College in NYC. She has also taught various marketing courses at NYU, Baruch College and Fordham University. Hope has published numerous articles and presented at local conferences about social good and purpose-driven companies. She holds an MBA from Fordham University Graduate School of Business Administration in Marketing and Finance, and a Bachelor of Arts from Union College.


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