SKILLS
B2B Sales/Marketing/ABM: Salesforce, Pardot, Marketo, Google Analytics, Mailchimp, Salesloft, Outreach, 6Sense, Drift, Zoominfo, Sendoso. Webinar & Digital Community Management: AnyMeeting, Zoom, Adobe Premiere Pro, Hopin, Bigmarker, ON24, Webex, CrowdCompass. Project Management: Wrike, Asana, Trello, Google Suite, MS Office, Slack, Skype. Field Marketing & Event Management: event ideation, registration (Splash, Eventbrite, etc.), event apps management, vendor and contract management, experiential events, booth design and engagement, lead generation, team training. Design and Web: Drupal, Wordpress, Amazon AWS, Adobe Illustrator, Adobe Premiere Pro, Social Tables, CAD Software, Brandfolder.
EXPERIENCE
Zip/ Senior Manager, FIELD MARKETING
September 2023 - PRESENT, remote
FAIRMARKIT/ Senior Manager, FIELD MARKETING
FEBRUARY 2023 - August 2023, remote
Managed field and event marketing program of over $600k, scaling sponsored and hosted events 2x to 20+.
Developed and drove regional ABM strategy with sales organization, outlining playbooks for target accounts in different areas of the funnel; utilizing programs such as 6Sense, Zoominfo, Linkedin Sales Navigator, Drift, Swagup, social, paid ads, partner enablement, and Salesloft.
Point of contact for sales: launching integrated campaigns with clear steps of action, with continuous reporting on program results and ROI. Leveraging Salesforce and Marketo reporting and dashboard creations for each sales team.
Partnered strategically with channel and partner teams to advance pipeline with joint campaigns and events.
Impacted by company-wide layoff August 2023.
Tipalti/ Senior Manager, corporate events
FEBRUARY 2022 - February 2023, SAN MATEO
Managing team of 3 executing on Tipalti's third party tradeshow program, formalizing processes to scale global field and sponsored event program at Tipalti - overseeing team activating over 100+ tradeshows per year. *Ended tenure managing team of 6.
Direct and execute 6-part virtual roadshow series showcasing customer case studies and thought leadership.
Executive Director for two hybrid user conferences with a total of over 3k virtual registrants, 32 sessions, and 72 speakers (internal/external); both virtual and hybrid (San Francisco and London live), managing a budget over $500k, working with product, partnership & customer marketing, solutions consulting, sales, design, and executive leadership teams – yielding 37 opportunities with close to $660k value in first month post-event.
Sales Marketing MVP Of the Quarter Q3 2022
Field Marketing Manager
September 2020 - fEBRUARY 2022
Field Marketing:
Created templated project management process to scale Tipalti’s Field Marketing program, allowing for new hire ramp time expedited from 90 days to 30.
Planned and managed Tipalti’s participation at all third-party industry events as well as hosted/owned events, webinars, and roadshows – over 30 virtual/live events in first year of employment.
Launched inaugural spring conference, a one-day, virtual event, five partners, six sessions, 13 speakers. Exceeded registration goal of 500 to 820 – $3k total spend yielding 399 net new leads and a closed won opportunity exceeding $45k.
Managing logistics and project plan for inaugural Tipalti user conference: program development framework, virtual event platform selection, outline for third party contractor support, speaker onboarding flow, VIP engagement, gamification, and attendee engagement.
Managed marketing campaigns increasing brand awareness locally/regionally, and driving leads and MQLs for three sales teams, supporting 18 different sales representatives.
Sales Marketing MVP Of the Quarter Q4 2021
Corporate Social Responsibility:
Member of the Tipalti volunteering committee, outlining volunteering initiatives for the company based on quarterly themes.
Formalized Tipalti Philanthropy committee, secured funding and roll out of corporate giving campaigns tied to volunteer committee strategy.
Worked with HR and brand team to produce internal and external communications on Tipalti Employee Resource Groups, producing individual logos, and identities for each ERG.
Coordinated executive buy-in for incorporating social impact campaign and donation at inaugural Tipalti user conference..
Segment/ Field Marketing & Event Operations
MARCH 2019 - MAY 2020 (RIF layoff due to COVID-19), SAN FRANCISCO
Field Marketing:
Created and executed integrated field marketing and trade show campaign strategy, owning relationship with sales for event selection, vendor management, event logistics, design and asset creation. Within 6 months, campaigns yielded participation in 21 global tradeshows resulting in 4k new TOFU leads, and $26.7M in pipeline.
Streamlined program and rolled out process for tradeshow and field event scalability allowing for double the amount of campaigns to deploy: templates for project management depending on engagement size/audience, webinar process, design requests, and training enablement for sales and technical teams.
Moved all live events to virtual within 1 month, creating process for moving events to virtual with limited disruption to sales pipeline: , platform vetting, webinar production, automated email campaigns, direct mailing and ABM outreach.
Project managed and executed webinars: creation and management of registration, working with operations and partnerships teams for marketing of programs to mailing lists and social, speaker management and rehearsals, platform and moderator facilitation.
Worked with Partnership Marketing and Account Managers to create avenues for cross-promotion, thought leadership, and demand generation with partners for live and digital field events: cross platform asset mapping and creation, sales enablement, and sourcing thought leaders from joint customers for demand generation content.
Design:
Design and brand manager of all field and partnership marketing asset creation, executing projects aligning with brand book and templates, creating processes for working with brand, design, and product marketing, and ideating design concepts for up-leveled collateral and brand presences at physical and digital events
Managed roll out of 2 full scale brand re-designs within 1 year: mapped out asset locations, connected appropriate stakeholders for providing updates, created design briefs for updated elements
Produced RFPs for vendors sourced to produce booth design and engagements for live tradeshows. Worked with brand and product marketing to draft brand books and templates to share with external vendors.
Corporate Social Responsibility:
Creation of employee engagement sustainability communications channel and driving force in building sustainability task force by seeking cross-department buy in with key decision makers, laying the groundwork for workplace operations sustainability and zero waste program, social impact option for 401k investing, and external facing goals.
Key role in brand and field marketing for purchasing decisions around booth design and all physical elements onsite at events, was able to keep a focus on environmentally sustainable or socially conscious options and vendors whenever able.
Sustainable Brands / Senior Manager, Sponsorship & Fulfillment, Business Development & Expo
FEBRUARY 2015 - MARCH 2019
Business Development & Sponsorship Fulfillment
Managed sponsorship contract fulfillment for 2 annual conferences (ranging in size from 350 – 2,500 attendees), acting as the main point of contact for over 150 sponsors (representing $1.7M in sponsorship revenue).
Managed sponsorship fulfillment team, hired appropriate contractual support, onboarded and provided project assignments.
Advised sales team in sponsorship inventory development and management on 3 annual events, and an ongoing digital sales platform, totaling over $5 million in sales: provided client consultations to design custom sponsorship packages, to amplify their engagement across the Sustainable Brands platform. Provided updated sales tracking reports and forecasting. Post-campaign reporting provided to review ROI and support renewals/expansions. Personally secured sponsorship revenue over $50k annually.
Expo Design & Management:
Developed and executed project plans and budgets for annual tradeshows with over 150 exhibitors and $1.5m in budget, serving as the main point of contact for vendors, exhibitors, venues, and contractor support.
Designed expo engagement facilitating interaction between attendees and attendees via lead retrieval, booth engagement consulting, wayfinding and informational signage, and gamification via in-app and in person participation.
Launched Innovation Labs - collaborative workshops where thought leaders, sponsors, and attendees come together to address specific market challenges and participate in curated discussion groups within 11 industry-specific pavilions.
SB Innovation Open (startup competition):
Owned and managed annual startup competition: overseeing the submissions and vetting process (over 70+ applications), acceptance and coaching of 10 finalists, creation and execution of go-to-market plans including sourcing and onboarding executive judges, maintaining relevant webpages and communications, hosting competition live on mainstage.
Facilitated engagement of startup community at the Sustainable Brands live events, via live meetups, in-app engagements, and media coverage via press releases and blogs.
Digital Partner Sponsorship Fulfillment:
Drove digital strategy for over 75 clients, worked with marketing and editorial to ensure all components of contract fulfilled: editorial, advertisements, webinars. Scheduled and curated content with clients, production of webinars, managed executive presenters, facilitating marketing campaign and strategy.
Utilized the following platforms to fulfill digital sponsorships: Word Press, Drupal, Google DFP, reporting via Google Analytics, Google Suite, Pardot, Meltwater, Amazon AWS - data provided to clients upon request and quarterly.
Customer & Team Engagement Lead / Conference Operations Associate
February 2013 - JANUARY 2015
Main point of contact and customer service for the Sustainable Brands community, responsible for the management of the company's community engagement outlets: main phone line, email address, social messaging, and CRM platform (SugarCRM).
Part of the Operations team at Sustainable Brands, that plans and executes events produced by Sustainable Brands, including the flagship, four-day event with over 1,500 attendees and 38 sponsors, includes plenaries, break-out sessions, networking activities, and a Solutions Expo with over 50 different exhibitors.
Responsibilities included: executing contract agreements with high level sponsors, creating and managing registration codes using regonline.com, created html emails, assisted in the onsite execution of the Expo and sponsor events, and was a contact for sponsor/exhibitor questions and concerns.
Constructed marketing activities including: creating and maintaining web pages for conference online website, inserting logos, links and content; managing email campaign database of over 300 members.
Secured event sponsorship for nonprofits, education, and strategic partnerships, resulting in enhanced event experiences and saving over $100k in event expenses.
U.S. House of representatives/ intern - office of congressman sam farr
September 2011 - december 2011
Conducted research on current legislation and responded to incoming constituent direct mail, email, and inbound phone call, organizing and entering all constituent information into the government database.
Prioritized daily activities for staff, provided administrative support, participated in senior staff meetings, and created supplemental memos to congressional hearings.
Presented daily guided tours of the U.S. Capitol building.
YMCA/ Summer Camp Counselor
JUNE 2008 - AUGUST 2012 (SEASONAL)
Programmed and facilitated camp activities, ensured the safety and supervision of groups of 15 - 50 young children, ages 5 - 14 during weekly summer day camps. Maintained a healthy and responsible relationship between campers and parents providing excellent customer service, and weekly check in calls with parents. Received annual training for child care, First Aid and CPR Certifcation.
VOLUNTEERING
Women in Corporate Social Responsibility / Organizer
MARCH 2017 - PRESENT
On organizing committee for Women in CSR San Francisco Chapter. Group of like-minded women that meet monthly for volunteering, networking, and education - focused on corporate social responsibility. Responsibilities include monthly organizing calls, maintaining an event schedule, hosting live/virtual events, ideating and managing workshops, creating and updating the group website, keeping weekly engagement via linkedin group and slack channels, and posting a regular newsletter to google group.
Catchafire/ Consultant
MAY 2020 - PRESENT
Supporting non-profits in 1-hour to short term project based consulting on transitioning to virtual events, onboarding teams with webinar software, digital event marketing best practices, and transitioning from live event to digital conferences.
Remake/ Ambassador
MAY 2020 - PRESENT
Support the #RemakeOurWorld campaign through social media and event planning.
EDUCATION
University of California, Santa Cruz/ Bachelor of Arts in Global Economics, 2012
Emphasis: policy, international relations, environmental economics, Chinese language (Mandarin)
University of California Washington Center/ UCDC Program, Public Policy Analysis, 2011
One of 30 UCSC students selected to participate in UC Washington Program to intern in the D.C. area and enroll in research seminar. I produced a paper outlining the constraints to effective environmental policy in China.
Fudan University/ UC Education Abroad Program - Shanghai, China, 2010
Five-month culture immersion program. Classes include: Intermediate Chinese, Economics of Chinese Development, Shanghai: A Global City. Volunteered at Baoshan Middle School, planning weekly, two hour lessons for a class of 50 low-income migrant 6th grade Chinese students.