American Advertising Federation of Des Moines


2019 January Luncheon Panel Discussion

Event Details:

Event Type: Open to members and non-members
Registration: Required
Registration Fees:
Active Individual Membership $25.00
Corporate Membership $25.00
Executive Membership $25.00
Collegiate Membership $25.00
Student Membership $20.00
New Graduate Membership $25.00
Full-Time Educator Membership $25.00
Non Resident Membership $25.00
Retired Membership $25.00
In Kind Membership $25.00
AAF Membership + Conference Registration $25.00
Guest $40.00
Non-Member $40.00
Last Day to Register: Tuesday, January 15, 2019
Location: Forte Conference & Banquet Center, 615 3rd St., Des Moines, IA 50309
Time: Thursday, January 17, 2019 11:30 AM - 1:00 PM

Event Description:

Join AAF of Des Moines for our January Luncheon Panel - Women In Advertising
Kelly Moore, PR Collective

Kelly is president of Kelly Moore’s PR Collective, a Des Moines-based public relations service founded in 2004. A collective of senior marketing professionals, the team offers expertise in a range of strategies, including media and influencer relations, content marketing and social engagement. As president, Kelly manages all levels of client account management from pitch to execution. Prior to starting the company, Kelly held PR positions at two Des Moines agencies where she executed PR strategy as part of both B2B and B2C integrated marketing plans. She is a graduate of the University of Iowa’s School of Journalism & Mass Communication and donates her time as a volunteer committee and / or board member for Big Brothers Big Sisters of Central Iowa, the Urbandale Food Pantry and St. Francis of Assisi School in West Des Moines. Find her on Twitter @kellymoorepr, LinkedIn at /kellymoorepr or reach out to her at  


Jolene FinleyMarketing Strategist, Bankers Trust

Jolene Finley has worked in Marketing and Advertising in Central Iowa since 1994 at various agencies and now with Bankers Trust. Jolene’s specialty is working to meet client’s needs to connect with audiences through advertising, digital marketing and other channels. Industries served include agriculture, gaming/lottery, education, financial services and more.

Jess Held, Vice President & Principal, Lessing-Flynn

Vice President and partner at Lessing-Flynn, Jess Held helps lead Iowa’s oldest ad agency. The team of 39 people at Lessing-Flynn share a common vision and commitment to serving key clients in the state of Iowa, such as Vermeer Corporation, Kemin, Bank Iowa, Ag Leader Technology and many others. They take pride in fostering a culture of loyalty to clients, the industries they serve and the impact they make on their customers businesses.

Jess joined Lessing-Flynn in 2008 after having previously served as the marketing communications manager at Vermeer Corporation in Pella, Iowa. A graduate of Central College, she also founded Studio 104, a design and advertising studio located in Pella. Jess brings an extensive marketing background to the firm and oversees all client relations and helps shape branding, advertising, public relations and B2B marketing strategies.

Xan McNelly, President & CEO, ZLR Ignition

Xan has spent 30 years creating integrated brand solutions for her clients. The first five years were spent in account service at ZLR Ignition and she has recently come full circle in her career to take on the role of President and Owner at the agency. With an emphasis on considered purchase brands, Xan’s career has been focused on driving brand and consumer connections for a variety of brands including Iowa State University, Wellmark, Pella, Maytag, Michelin, Benjamin Moore Paints, Electrolux, Scotts/Miracle Gro, Jacuzzi, Kohler and HON.

Xan has worked both client side and agency side. Previously, she was at The Integer Group where she served as Chief Integration and Strategy Officer leading a variety of disciplines including digital, analytics, media, insights and strategy, public relations, social media and content marketing with the goal of simplifying the complex and driving strategy closer together to create integrated programs for her clients. Prior to that she spent time at CMF&Z and at Colle McVoy, an agency in Minneapolis.

Xan was named to Who’s Who in Shopper Marketing for six years straight and was recognized as part of the organization’s speaker faculty.  She is currently a member of the NEXUS Women in Leadership Group and serves on the board of HOME, Inc.

April Schmaltz, VP Marketing and Business Development, Delta Dental of Iowa

April joined Delta Dental of Iowa in December 2014 and is responsible for enterprise-wide marketing strategies that enhance the corporate brand, develop new products, attract new business, retain existing business, develop new business opportunities, and communications for all key stakeholder groups.  

April previously served as Vice President of Marketing for TMG Financial Services, Assistant Vice President for Marsh U.S. Consumer, and Market Team Leader at Briggs Corporation.  She brings more than 20 years of experience in marketing strategy, branding, integrated marketing, and new business growth, primarily in the health care and financial services industries.

April recently came off a 5-year term as a member of the Professional Chapters Council for the American Marketing Association (AMA), an appointment from the international headquarters of AMA. April serves on the Easter Seals of Iowa Board and is a mentor at the Global Insurance Accelerator. In addition, she is responsible for advising multiple boards and committees within Delta Dental and Veratrus Health, a for-profit subsidiary of Delta Dental of Iowa.

April holds a Bachelor’s of Arts degree in Psychology from St. Mary’s University and a Master of Business Administration from Iowa State University.


Sponsor: Drake Univeristy Graduate and Professional Programs 

Drake SJMC offers an online Master of Arts in Communication with specializations in Brand Communication, Communication Leadership, and Public Affairs & Advocacy. Find out more at


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