Managing a Cross-Regional Customer Event Strategy
Role: Event Marketing Project Lead (Marketing Ops, AI-Augmented Workflows, Content Strategy)
Length: 4-month promotional cycle + 3-day event execution
Regions: LATAM + North America
Executive Summary
This project combined event marketing, marketing operations, AI-driven content production, and customer experience strategy. I project-managed all marketing activities, built the automation and communication systems, and created the pre-event hype engine.
The event targeted top-tier, invite-only customers, and supported multi-business-unit sustainability messaging and a new subscription-based digital knowledge service.
Highlights:
- 65% increase in lead conversion over the previous year
- 30% increase in attendance inquiries
- 45% increase in pre-event subscription-based content engagement
- 38% opt-in rate for post-event SaaS knowledge service pilot
The Business Problem
- No unified promotional lifecycle across regions
- Minimal infrastructure for pre-event engagement
- Manual invite and confirmation processes
- No central timeline for the entire event (across business units, vendors, and marketing)
- Low visibility into customer interest before the event
- Limited ability to repurpose event content into long-term demand assets
- No testbed for the new SaaS-style knowledge subscription service
Role & Ownership
Event Marketing Lead across all business units
- Orchestrated marketing efforts for a multi-product, multi-BU sustainability-focused customer conference
- Partnered with R&D, sales leadership, product teams, governance, and LATAM marketing
Automation & Infrastructure Lead
- Formstack → Power Automate → Outlook → Excel → Asana workflow
- Automated tracking of invites, RSVPs, waitlists, and customer interest
- Created dynamic lists for high-value customer follow-up
- Built error-proof governance workflows for legal approvals
- Used automations to remove bottlenecks for the event team
Project Plan Architect
- Built the master project plan for the entire event, not just marketing
- Created timeline dependencies across:
- Business units
- Vendors
- Speakers
- R&D facility hosting
- Catering, logistics, travel
- Pre-event content production
- Post-event asset capture
Campaign Owner
- Created a 4-month hype campaign
- Produced a bi-weekly sustainability newsletter
- Designed all articles, ensuring brand, tone, and scientific accuracy
- Built the landing page
- Managed newsletter distribution and social amplification
Event Day Support
- Photography
- Videography
- On-site customer interactions
- Managing testimonial capture
Customer Testimonial Lead
- Designed testimonial program
- Coordinated with governance to ensure compliance
- Captured content for future campaigns
- Contributed to derivative content assets used throughout the year
Project Plan & Process
Phase 1: Customer Targeting & Invite Automation
- Built an automated, multi-system invite engine
- Form submissions pushed into:
- Outlook confirmation messages
- Excel tracking sheets
- Asana task creation for follow-up
- Ensured real-time visibility of RSVP status across teams
Phase 2: Content Development
- Created a bi-weekly sustainability newsletter as a pre-event engagement series
- Positioned thought leadership by featuring R&D content, market insights, and product application stories
- Used LLMs to refine messaging for clarity, engagement, and translation
- Prepared social-ready teaser posts and graphics to expand the invite pool
- Built and maintained the event landing page
- Ensured brand consistency across LATAM and North America
Phase 3: AI-Augmented Campaign Optimization
- Used Salesforce Einstein AI for behavior prediction
- Deployed NLP analysis on form submissions to refine messaging and identify lead quality
- Applied LLMs for email variations, landing page content, and personalized reminders
Phase 4: On-Site Execution
- Coordinated photography and videography to generate future marketing content
- Supported guest check-in, speaker logistics, and customer interactions
- Managed testimonial op-in and governance compliance workflows
Phase 5: Post-Event Content Pipeline
- Event recordings and testimonials converted into long-term assets
- Content fed into the SaaS-style knowledge subscription model launched alongside the event
Results & Impact
Business Impact
- 65% increase in lead conversion
- 30% increase in attendance inquiries
- 45% increase in pre-event technical content engagement
- 38% opt-in rate for the subscription-based SaaS pilot
- Positioned brand as a technical thought leader in sustainability
- Created a year-round product support model that extended beyond the event
- Strengthened AI-optimized lead funnel
Technical Deep Dive
- New form entry triggers a Power Automate flow
- Flow assigns customer to correct BU list
- Flow generates an Asana task for sales follow-up
- Automatic email confirmations sent through Outlook
- Excel tracking sheet updated in real time
- Duplicate detection rules reduce double-invites
- Governance approval flags applied when required
- Localization-sensitive copy for LATAM
- Sustainability storytelling aligned with R&D
- Personalized emails based on customer’s historical engagement
- Conversion-optimized CTA phrasing
- A/B testing newsletter intros
- Translation quality assurance between Spanish, Portuguese, and English
- Reusable CTA modules
- Heatmap-informed content arrangement
- AI-assisted summarization of R&D articles
- Auto-tagging in CRM to track engagement
- Predictive segmentation for high-value readers
- Vendor deadlines
- Speaker presentations
- Regulatory approvals
- Landing page updates
- Social media cycles
- Pre-event email sends
- Travel planning
- Day-of runbook
- Content capture checklist
- Created prompt-based questionnaires for customer interviews
- Ensured consent forms met all governance requirements
- Stored video and written testimonials in approved folders
- Designed a tagging system for re-use based on topic, product, and region
- Behavior prediction
- Content engagement scoring
- Topic clustering for sustainability interests
- Converted event content into a subscription-style knowledge model
- Articles repurposed into gated assets
- Landing page updated for continuous engagement
- New MQL flow created for SaaS pilot opt-ins