Strategy
Designed and operationalized a cross-industry strategic account engagement strategy for Dreamforce, aligning ABM, field marketing, and creative teams to deliver personalized customer experiences, accelerate executive engagement, and maximize strategic meeting opportunities across a four-day global event.
Impact
Supported an experience that generated 3,591 customer registrations, 533 strategic customer meetings, $773.8M in OP, and $2B in pipeline over the subsequent 12 months, while overseeing an integrated portfolio of 84 halo events representing an additional $499.5M in OP.
For two consecutive years, I played a pivotal role in shaping and operationalizing Salesforce's Account-Based Marketing (ABM) Experience at Dreamforce, one of the company's largest annual customer events. I led the strategic customer meeting program across industries, owning the strategy, process development, cross-functional alignment, and field communications necessary to deliver a coordinated, high-impact experience for strategic accounts. In partnership with another marketing organization, I formalized the end-to-end strategic meeting process, established clear workflows and accountability, and equipped both the ABM team and field organization with the tools, communications, and visibility needed to meet and exceed customer meeting goals.
Beyond the operational strategy, I owned the end-to-end account communications and personalized customer experience for participating accounts. This included developing custom account invitation videos, partnering with internal and external creative teams to build tailored communications and engagement templates, producing customer-facing Dreamforce presentations, and hosting Know Before You Go sessions to prepare customers for the event. My approach ensured that each account experienced a thoughtful, cohesive journey before, during, and beyond Dreamforce, while giving sellers and account teams the resources to drive meaningful executive engagement.
The impact extended well beyond event attendance. In the most recent year, the program supported 3,591 customer registrations, including 750 VP-level and above executives, and 533 strategic customer meetings across industries. The broader experience represented $773.8M in OP, while 84 additional halo events executed by my team contributed $499.5M in OP. Together, these efforts supported a significant pipeline opportunity, with $2B in pipeline projected over the following 12 months.
This work exemplified my ability to connect enterprise marketing strategy with operational excellence, creative storytelling, executive engagement, and measurable business outcomes at scale.
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12-month pipeline opportunity
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Broader Dreamforce Experience
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Across Multiple Industries
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Including 750 VP+ Executives
