The Rebirth of Brand: A Fireside Chat with Jeff Jenkins, EVP, Carter’s

In a time when algorithms dominate strategy decks and short-term wins often overshadow long-term meaning, a quiet revolution is brewing.

Marketers are rediscovering the power of brand — not as a logo or a tagline, but as a living, breathing story that audiences feel in their bones. And few leaders are navigating that shift better than Jeff Jenkins, EVP of Global Marketing of Carter’s, who’s been helping one of America’s most beloved brands find new resonance with modern families.

Join us for an intimate and inspiring fireside chat as we explore “The Rebirth of Brand” — what it means, why it matters, and how to lead with it in a world obsessed with metrics.

What We’ll Explore

Where the Brand Was, and Where It’s Going Hear Jeff reflect on Carter’s evolution — from heritage brand to cultural relevance—and what it takes to refresh a household name without losing its soul.

Brand vs. Performance: Finding the Balance Why CMOs struggle to sell in brand investments — and how Jeff makes the case to the boardroom that brand is performance when done right.

The Pendulum Is Swinging As consumers tune out generic, transactional ads, how can brands lean back into authentic storytelling — the kind that’s shown, not just told?

Creative Partners Who Push the Brand Forward Behind the scenes of working with his agencies, and what happens when you give creativity room to breathe.

Advice, Playbooks, and What’s Next From burning old rules to building new rituals, what should today’s marketers double down on to keep their brands relevant and human?

Why Attend?

• Learn from a top EVP at one of Atlanta’s most iconic brands
• Gain fresh perspectives on brand reinvention in a data-heavy era
• Get real-world advice for selling brand value to the C-Suite
• Mix, mingle, and network with 150+ of Atlanta’s best marketers
• Walk away inspired, not only from the insights you’ll obtain… but also the genuine connections you’ll gain as well

Agenda:

5:30pm - 6:30pm Networking/Registration Check-in (refreshments will be served)

6:30pm - 7:30pm Panel Discussion/Q&A

Location:

Hothouse

621 North Avenue NE Suite C-200

Atlanta, GA 30308

Parking:

Visitors may park in the parking lot for Southern Dairies at 620 North Avenue NE (across from the North Avenue side of Ponce City Market). The parking lot wraps around the building and visitors can find additional parking in the back located on Morgan Street NE off Glen Iris Drive NE.

2 hour parking is $5 via LAZ Parking App.

Thanks to our host Hothouse!

Speaker:

Jeff Jenkins | Executive Vice President, Global Marketing, Carter's

Jeff Jenkins has been the EVP of Global Marketing of Carters since 2019, and serves as a member of the executive leadership team. He currently leads marketing, brand strategy, customer insights, business intelligence, communications, creative, visual merchandising, wholesale marketing, PR and customer experience of a multi-billion dollar portfolio of brands: Carter’s, OshKosh, Little Planet, Skip Hop and exclusive brands at Target, Walmart & Amazon.

Previously, Mr. Jenkins was with CKE Restaurants, the parent company of the Carl's Jr. and Hardee's fast food restaurant brands, serving as the Global Chief Marketing Officer and Chief Digital Officer. From June 2015 to July 2017, Mr. Jenkins was with Whole Foods Market, Inc. as Vice President, Digital Strategy, Media & Marketing. From 2008 to June 2015, Mr. Jenkins was with Yum! Brands, Inc. in roles of increasing responsibility in the US and Australia. Prior to Yum Jeff worked for NASA and MTV/Viacom.

Jeff has received numerous US and international awards such as Cannes Lions, Clios as well as recognition from Forbes, Fast Company and Adweek.

Moderator:

Jorge Hernandez | Founding Partner + CMO, Majority

As CMO at Majority, Jorge is responsible for agency growth, relationships, and partnerships. His role spans across disciplines, leaning into all facets of the business to drive the agency’s mission: Ideas that put brands into culture and culture into brands. Before joining Majority, Jorge led the Coca-Cola business with Momentum Worldwide as VP group director, leading solutions across Coke trademark, Smartwater, Powerade, and Vitaminwater. Beyond Coca-Cola, his 25-year career includes work for MillerCoors, American Express, Kraft, RJ Reynolds, Fox Sports and Mike’s Hard Lemonade/ Jorge’s experience as an integrated marketer spans product branding, new product launches, broadcast, promotions, experiential, shopper, digital, sports marketing, and B2B. He has won multiple Effies, Pro Awards, EX Awards, Cannes Lions, Clios, Webbys, Reggies, and One Show Pencils.

Born in the Dominican Republic and raised in Queens, Jorge has lived in Atlanta since 2014.

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