Casey S.

-Built and scaled a comprehensive events program from the ground up, encompassing in-person events, field marketing, and webinars to drive brand awareness and increase demand generation -Owned end-to-end strategy and execution for all event types - webinars, trade shows, field marketing and internal events - across 10 distinct brands within a portfolio company and at over 150 events each year -Developed and launched a scalable in-house webinar program, increasing efficiency, brand consistency, and audience engagement -Year over year, 160% increase in qualified pipeline created by events through strategic event execution and optimization. On track to increase by over 200% YOY by expanding reach, improving lead quality, and adding field marketing events into the plan -Partnered closely with sales, product and customer success teams to ensure event content was aligned with buyer journey stages, resulting in higher conversion rates and accelerated deal cycles -Hired, trained, and led a high-performing events team from scratch, establishing core processes, KPIs, and cross-functional work flows that supported company growth -Planned and executed all internal events, including company-wide meetings, executive offsites, and team-building initiatives, reinforcing culture and driving executive alignment across the portco

-Lead the strategic planning of all annual and quarterly events (both internal & external), the calendar and the budget with a focus on delivering high-quality leads and generating pipeline while maximizing the ROI of each event -Introduced strategic regional field marketing events to overall event plan to target customers in various stages of the pipeline funnel -Introduced LiongardU regional education events to overall event plan -Plan, execute, and handle all aspects of event operations, including budget creation and forecasting, contract negotiation, conference sponsorships and packages, and logistics such as catering, equipment, booth preparations and presence, staffing, collateral creation, etc -Work with channel leadership to develop strategy and lead execution of channel events -Work with the marketing demand generation team to plan & execute the all pre/during/post event nurture and engagement programs -Manage external vendor relationships -Act as the voice, tone, and moderator of the brand throughout community support to build brand presence and trust thereby impacting brand awareness and trust -Supervise a team of marketing professionals and event planners -Developed LiongardU education event series in all sales territories in regions to promote cross-sell/upsell opportunities and promote growth in the community -Developed regional event plan for partner appreciation, community building, and networking

- Shaped overall marketing strategy to deliver leads and accelerate pipeline growth for Enterprise targets - Drove new and creative lead generation activities including events, direct marketing, webinars, collateral and customer case studies - Developed account based marketing plans leveraging market and customer data and analytics to identify, who to target, where and how - Collaborated closely with channel team to integrate partners into field marketing opportunities. - Tracked and analyzed the effectiveness of our marketing campaigns to determine ROI and prioritize resources - Oversaw budget, metrics and marketing spend ROI - Demonstrated marketing impact on bookings via account based marketing plans - Crafted collateral and wrote marketing copy for campaigns - Partnered with cross-functional teams to plan & execute annual SMKO, Drupalcon, and Acquia Engage

-Developed and implemented event plans jointly with sales and marketing teams to generate new pipeline and accelerate existing opportunities -Planned, executed, and managed two series of 10 virtual events co-sponsored by AWS -Planned, executed, and managed series of in-person socially-distant events with partner team -Assisted with partner campaigns with AWS -Built virtual events via the Bizzabo platform -Worked with in-house and AWS partners to develop event strategy and objectives -Analyze, track, and report event ROI to all stakeholders -Moderated and oversaw all functions of each virtual event -Automated all pre- & post-event email campaigns and paid social tracking -Utilized Salesforce, Asana, Marketo, and Bizzabo platforms -Tracked attendee registrations, leads, sales conversions -Coordinated keynote speakers, pre-event briefings, and platform training sessions for each event

- Developed and implemented event plans jointly with sales and marketing teams to generate new pipeline and accelerate existing opportunities. -Researched, chose, designed, and managed live events -Ensured there was a cohesive pre-event, at-event, and post-event strategy to increase engagement and response rates -Assisted and managed creation of online webinars in the face of Covid-19 from planning to execution and sales follow-up -Proactively engaged with sales to determine sales needs & worked with product/solution marketing to develop tools, training and content to enable sales to execute field events -Forecasted, measured, analyzed, and reported on impact of events; optimize event plans based on business impact -Communicated and educated the sales team regarding new and planned marketing activities, including global, regional, and local programs -Created and executed thought leadership based webinars to generate pipeline

Casey was a critical member of FBD’s marketing team, leading the execution of regional, national and international trade shows and corporate events. From negotiating contracts and managing budgets to coordinating travel arrangements and organizing logistics, Casey ensured that every trade show and corporate event she has a hand in represents FBD’s finest company qualities— excellence, integrity and innovation. Her scope of work also included internal communications, event planning and balancing FBD’s external advertising agency relationship by leading the delivery of high-quality marketing initiatives and collateral. Primary Duties & Responsibilities: - Create & coordinate communications, touch points, and processes with internal departments to successfully execute events -Driving & tracking cost management through negotiation, strategic buying, cost saving, and cost avoidance -Source and manage venues, floor plants, meeting rooms, and overall scope requirements -Source, manage, and communicate with vendors -Oversee onsite execution of events

Casey was responsible for reconciling daily time sheets and reporting all activity to the project manager. Additionally, she managed and tracked the project costs of multi-million dollar projects in Freeport, as well as in other locations around the state of Texas.

Casey served as the Marketing Coordinator for the 2011 rodeo season. Her duties included assisting with fundraising events, event execution, marketing collateral creation, and overseeing a team of marketing interns and volunteers.

Four-Time Dean's List Award Recipient Trustee Scholar Dean's Scholarship Recipient