Case study · Field marketing
Managed and led a global field marketing portfolio
Owned the global field marketing function. Delivered a repeatable playbook for events and conferences of up to 30,000 attendees.
Challenge
A young brand had to show up credibly at the biggest industry shows in Europe and the US, with a small team and a budget that had to earn its keep.
What I did
I built one playbook for every show, from pre-show outreach to the booth to follow-up, and ran it across 27 events in 7 regions. I designed the booths and pre-show campaigns with a graphic designer and launched our US channel from a cold start.
Result
2,000 event leads at a $60 average cost per lead and the strongest marketing-influenced pipeline from events in the company's history.
On the floor
Why it matters
Events pay off when the before, during and after work as one system. That's what turned booths into revenue.