I approach trade shows and conferences as investments in measurable business outcomes—from brand awareness and customer engagement to pipeline creation. I prioritize events and investment levels against those objectives, then bring teams and partners together to maximize our presence through coordinated campaigns and distinctive experiences. Each program connects the opportunity to reach our buyers with a clear plan to engage them, follow through, and evaluate results.
Cross-functional collaboration runs across all five pillars — sales, marketing, partner, and creative teams working from one plan.
I research where our target buyers and buying committees gather, then compare events against our marketing and business priorities. I recommend participation and investment levels based on audience fit, opportunities to reach prospects and customers, and expected contribution to brand awareness, relationships, and pipeline. For demand-focused programs, I work backward from revenue goals through conversion assumptions to understand what each investment needs to deliver. This informs annual planning and identifies the key events around which we align launches and campaigns.
I bring sales, marketing, and partner teams together to define success and build a coordinated plan for achieving it. I look across the full opportunity—sponsorship benefits, speaking sessions, pre-event outreach, customer meetings, partner collaboration, and ancillary events—to determine how the pieces can reinforce one another. My focus is on maximizing a moment when our buyers and ecosystem are in one place, directing budget and resources toward the activities most likely to advance our goals.
I develop experiences that give the right people a compelling reason to spend time with our brand during a crowded event week. Working with creative teams and partners, I connect booth engagement, content, and surrounding experiences to the audience’s interests and the program’s objectives. I consider both what will attract attention and what makes that interaction valuable—whether that means building awareness, starting a substantive conversation, or deepening a customer relationship.
I build the follow-up strategy into planning, aligning sales and marketing on ownership, timing, and next steps. The approach should reflect who engaged, what they expressed interest in, and where they are in their relationship with us. My focus is on carrying the experience into relevant conversations that support pipeline creation, opportunity progression, or continued customer engagement, with clear accountability for what happens next.
I evaluate each program against its original objectives, distinguishing immediate engagement from outcomes that develop over time. For pipeline-focused investments, that includes examining how engagement progresses into qualified leads, opportunities, and revenue against our planning assumptions. I also bring teams together to review the strategy, experience, and execution—what worked, what fell short, and why. Those findings shape recommendations on which events to repeat, where to adjust investment, and how to strengthen the next program.
One of Sumo Logic’s two largest global industry conferences, bringing together a major sponsorship, product launch, and customer, prospect, and partner experiences.
Sumo Logic’s flagship cybersecurity conference, bringing together an immersive, AI-inspired booth experience, product innovation, executive engagement, customer experiences, and strategic partner activations to drive brand awareness and pipeline growth.
Built a scalable regional event marketing program leveraging practitioner-focused cybersecurity conferences to expand Sumo Logic’s presence in priority U.S. markets, reach new buyers, and create additional pipeline opportunities for regional sales teams.
Developed a data-driven pipeline forecasting model to evaluate third-party event investments, establish measurable performance expectations, and align marketing and sales around anticipated pipeline contribution.