How to Use Advocate Segmentation to Drive Sales


David Rabjohns (MotiveQuest) 

CEO, MotiveQuest (United States)

David Rabjohns is the CEO of MotiveQuest, a technology enabled growth strategy company.

Prior to starting MotiveQuest in 2003, David was the youngest ever account planning EVP at Leo Burnett. David has also worked in marketing and strategy positions at IBM (UK), PepsiCo (Aus), Saatchi & Saatchi (UK), and McConnaughy (US).

David enjoys sailing, racing cars, and travel (he once rode a motorcycle from Sydney to London). He spends his spare time wrangling his two boys, James and Hugh.



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Carolyn O’Mara (McDonald’s)

Director, McDonald’s US Marketing, Planning & Connections Team (United States)

Carolyn has 15+ years of experience in marketing, beginning in retail marketing before moving to McDonald’s in 2005. Today, Carolyn is Director on McDonald’s Planning & Connections Team, overseeing the development of a consumer-led marketing framework and the strategic design of the company’s first CRM program. Carolyn’s marketing experience is broad, from field-level planning, to leading the global Family Restaurant Experience, McCafé Category Management, and most recently strategic marketing planning. A native Chicagoan, Carolyn earned a bachelor’s degree from Butler University and has been the recipient of several marketing awards. In her free time, Carolyn enjoys photography, travel, and cooking overly elaborate holiday feasts.




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