THE OBJECTIVE:

In B2B events, the challenge is translating technical content into a digital narrative that maintains momentum after the conference ends. My goal was to create a content strategy that bridged complex industry themes with the professional community — giving #B2BMX a human-centric chronicle of the event.

THE STRATEGY 

I developed an Access-to-Amplification model, designed to elevate the event’s digital footprint through expert synthesis and high-velocity storytelling.

• Strategic Media Partnership: Secured credentialed access by presenting a data-backed media kit highlighting my marketing experience and a 60%+ Senior/CXO audience demographic.

• Educational Synthesis: Translated complex topics like AI Agents and Behavioral Science into actionable insights, making sessions from OpenAI, LinkedIn, and Salesforce approachable.

• The Signature Recap Series: Produced a high-fidelity video series that served as the digital pulse of the event. I prioritized speed-to-market, publishing session debriefs within 24–48 hours to keep the energy alive in real-time.

• Authority Building & Peer Engagement: Engaged directly with keynote speakers like Nancy Harhut and Ashley Faus, turning coverage into a networking hub with built-in social proof.

THE RESULTS 

The partnership demonstrated that when you lead with strategy and a human lens, the business results follow.

• Sustained Visibility: Thousands of cumulative impressions with engagement active 45+ days post-event.
• Lead Generation: Organic coverage converted into direct inquiries from software CEOs for fractional leadership and paid collaborations.
• Industry Validation: Unsolicited public endorsements from leaders at Atlassian and LinkedIn.
• Bottom-of-Funnel Impact: Drove documented book sales for speakers and high-intent traffic back to the conference community.

Career Moms Connect is a peer-led networking initiative for career-driven mothers to share strategies and build a local advisory circle.

PROBLEM 

Build a niche professional community from scratch with a $0 budget during a busy holiday season requiring high-impact, lean execution to drive registrations and meaningful attendance.

SOLUTION 

Developed a two-phase Build & Refine plan focused on A/B testing, low-cost tools, and warm outreach to drive a 166% increase in registrations between sessions.

• Niche Targeting: Focused on working mothers across industries for a diverse but relatable community.
• Platform Testing: Tested Luma, Eventbrite, and Eventship before consolidating to a single streamlined registration flow.
• Content A/B Testing: Personal photos and behind-the-scenes storytelling outperformed branded graphics in reach and engagement.
• Direct Outreach: Personalized LinkedIn messaging and in-person networking as a high-touch funnel.
• Lean Ops: Managed full project lifecycle, brand design in Canva to post-event analysis at $0 acquisition cost.

RESULTS

• Scalable Growth: 166% increase in registrations and 100% increase in attendance between sessions through iterative optimization.
• Strong Conversion: Maintained a 50-66% attendance rate for a free event series, surpassing industry benchmarks.
• Content Insight: Vulnerability-driven content (behind-the-scenes, personal storytelling) outperformed branded assets in reach and engagement.
• High Retention: 100% attendee retention during sessions, with discussions extending beyond allocated time into AI tools and career trajectories.

The AP Summer Institute (APSI) at UCR University Extension is a professional learning program for Advanced Placement high school teachers.

PROBLEM

The AP Summer Institute (APSI) at UCR University Extension is a professional learning program for Advanced Placement high school teachers.

SOLUTION

Leveraged first-party data, email marketing, and targeted digital advertising to reach high-intent prospects and drive registrations.

APPROACH

• First-Party Data Orchestration: Segmented Salesforce/Pardot database to move beyond generic blasts and build targeted outreach.
• Custom Audiences: Uploaded segmented lists to Meta and Google Ads to create high-intent Custom and Lookalike Audiences based on past participants.
• Re-engagement Campaigns: Targeted "stalled" leads who engaged previously but hadn't registered, driving them back into the funnel.
• Persona Development: Created distinct customer personas from CRM data to segment regional email campaigns by engagement and interests.
• Prospect Expansion: Independently researched and cultivated new outreach lists beyond initial parameters.
• Paid Media Management: Optimized campaigns across Google Display, SEM, and social using first-party data for targeting and retargeting.
• A/B Testing: Google Performance Max general ads significantly outperformed course-specific campaigns.

• Full Project Ownership: Independently managed the seven-month campaign from strategy through execution.
• 1,000+ New Prospects: Proactively identified and engaged new leads through independent research.
• Improved ROI: First-party data analysis and A/B testing refined ad spend for a more cost-effective approach.
• 35-Page Post-Event Report: Delivered data-driven insights and recommendations based on audience segments, geo/demographic targets, and asset performance.
• 60% of Attendance Target: Achieved despite external headwinds, with analysis demonstrating the strength of internal strategies.

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The UCR STEAM Discovery Program is an educational initiative by UCR University Extension, offering STEAM education for 3rd-6th grade students.

PROBLEM 

Limited student enrollment and a highly restricted advertising budget posed significant challenges to outreach and participation goals.

SOLUTION

Developed a resourceful marketing strategy maximizing no-cost channels while strategically highlighting scholarship opportunities to drive engagement and enrollment.

APPROACH

• Flyer Distribution: Managed project and distribution through Peachjar for timely school outreach.
• Free Channel Optimization: Published event details across community calendars and the university's official event site.
• Targeted Paid Social: Used Meta boosted posts to increase visibility within specific geographic and demographic targets.
• Performance Tracking: Monitored impressions, interactions, link clicks, and shares for data-driven optimization.

RESULTS

• Exceeded Goals: Surpassed registration targets with an 84% attendance rate.
• Lean Investment: Met all marketing objectives while maintaining only 20% of the typical marketing spend.
• Resourceful Execution: Low-cost channels and scholarship messaging drove significant engagement increases.

Community Partnership Day (CPD) is a global Novartis initiative where associates volunteer in local communities. For 18 years, the Genomics Institute of the Novartis Research Foundation (GNF) had never hosted this event, despite all other global sites participating.

PROBLEM
GNF's 18-year absence from the global Community Partnership Day represented a missed opportunity for local community engagement and internal team building.

SOLUTION 

Establish GNF's first-ever Community Partnership Day through end-to-end project management, strategic marketing, and content development to achieve at least 50% site participation.

APPROACH

• Event Coordination: Led full event lifecycle, including nonprofit recruitment, activity sourcing, and vendor management.
• Marketing Execution: Built a dedicated registration site, designed promotional posters and flyers, and coordinated event merchandise.
• Budget Management: Oversaw all budgetary aspects for efficient resource allocation.
• Post-Event Engagement: Organized a gathering for employee story-sharing and community building.

• .

RESULTS

• 53% Site Participation: Surpassed the 50% goal for the inaugural event.
• 12-15 Nonprofit Partnerships: Secured from 30+ initial contacts.
• 99% Employee Satisfaction: Feedback highlighted increased colleague connection and gratitude.

EMPLOYEE FEEDBACK

"I now feel like this shared experience has brought some of us closer together. The day will stay with me for a while and makes me grateful for the things I have including good co-workers."

"The level of enthusiasm and excitement among our colleagues was awesome - it seems like everyone found this incredibly rewarding."

The GNF Associate Spotlight was a weekly Q&A program showcasing individual associates, offering colleagues a glimpse into their motivations, inspirations, and personal lives outside of work.

PROBLEM

Developed an interview-based program to foster connections by regularly profiling associates, increasing internal engagement, and camaraderie.

SOLUTION

Developed and implemented an interview-based program to foster connections by regularly profiling associates, increasing internal engagement, and camaraderie.

APPROACH

• Intranet Launch: Designed and launched a dedicated landing page for weekly features.
• Content Development: Conducted weekly interviews across departments, crafting compelling narratives.
• Publication Management: Managed editing and cross-departmental coordination.
• Promotion & Feedback: Created targeted advertising content and distributed surveys to continuously refine the program.

RESULTS

• 100% Participant Satisfaction: All featured associates were satisfied with their published profiles.
• Top Intranet Destination: Became the most visited site, significantly boosting internal engagement.
• Inspired Replication: Other Novartis sites adopted the program due to demonstrated success.

EMPLOYEE FEEDBACK

"It was great to be featured in the Spotlight because it gave me exposure across the institute and also gave me an opportunity to get to know other people on campus."

"People I haven't spoken to asked me about things I said or the pictures that were posted. People I normally speak to laughed and seemed to enjoy my answers - maybe gained a little more insight into me."

"My Science Matters" was a brand strategy campaign for Pipette.com, designed to humanize the brand by spotlighting the compelling stories of customers and their impactful scientific work.

PROBLEM

Pipette.com faced limited brand exposure beyond direct sales, lacking a relatable human element in its market presence.

SOLUTION

Develop and amplify customer-centric narratives showcasing how Pipette.com's products contributed to the success of scientific endeavors.

APPROACH

• End-to-End Content Development: Identified and researched customers, then conducted in-depth interviews.
• Story Crafting: Drafted, edited, and revised compelling customer narratives for accuracy and impact.
• Multi-Channel Distribution: Published stories monthly across newsletter, social media, blog, and press releases.
• SEO Optimization: Integrated strategic keywords and call-to-action language to drive traffic.

RESULTS

• Increased Landing Page Traffic: Significant lift in visits with subsequent navigation to the main website.
• Social Engagement Growth: Boosted traffic and engagement across Twitter and Facebook.
• Brand Humanization: Positive market reception and improved brand perception through customer storytelling.

The "I Heart Pipette" campaign was a strategic promotion for Pipette.com, aimed at boosting email sign-ups and generating sales leads at the Neuroscience Annual Meeting 2013.

PROBLEM 

Previous conference efforts (Neuroscience 2012) yielded only 50 email subscriptions, indicating a need for a more engaging lead generation strategy.

SOLUTION 

Designed a compelling, whimsical promotional campaign centered around a unique t-shirt giveaway to drive booth traffic and engagement.

APPROACH

• Promotional Merchandise: Developed and designed a unique t-shirt as the key engagement tool.
• Social Strategy: Used Twitter as the primary channel, strategically engaging with #SfN13 to drive booth awareness.
• On-Site Activation: Implemented engagement tactics to create buzz and draw attendees.

RESULTS

• 900% Increase in Subscriptions: Generated 500+ email sign-ups vs. 50 the previous year.
• 100+ Qualified Sales Leads: Secured significant pipeline from booth traffic.
• High Visibility: Created a consistent line extending past multiple booths, drawing inquiries from major biotech companies.
• #2 Most Social Handle: @Pipettecom became the second most active Twitter handle at the conference, trailing only the official event account amidst millions of tweets.