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Area of Expertise · Event Marketing

Events That Generate
ROI, Not Just Attendance.

A great event doesn't happen by accident — it happens because every detail was planned with purpose, every team member was prepared, and every touchpoint was designed to deliver a return on the investment.

Event Strategy Tradeshow Management Vendor Negotiation Pre-Show Marketing On-Site Management Lead Capture Post-Show Follow-Up
Plan Your Next Event → See Event Work
$2.5M+
Sales from Event-Led Product Launch
4+
National Conference Shows Managed
10+
Years Managing Full Event Lifecycle
100%
Post-Show Follow-Up Rate Achieved
The Full Lifecycle Approach

Nothing Falls Through
the Cracks.

Most event programs fail in one of three places: pre-show strategy that's too vague, on-site execution that goes off-plan, or post-show follow-up that never happens. I manage all three phases with the same level of discipline — because ROI from an event is built before, during, and after the show, not just on the floor.

I've managed national pharmaceutical conferences, consumer trade shows, and retail events. The size changes. The approach doesn't.

The Three Phases

Before, During, and After the Show.

Phase 01 — Pre-Show
Strategy & Marketing
  • Event goals, audience, and success metrics defined
  • Vendor sourcing, contract negotiation, and management
  • Booth design direction and collateral production
  • Pre-show email campaigns and social content
  • Staff briefing, talking points, and lead capture protocol
  • Outreach to drive booth traffic and schedule meetings
Phase 02 — On-Site
Execution & Management
  • Setup coordination and booth readiness check
  • Staff scheduling and role assignments
  • Lead capture system oversight and compliance
  • Real-time problem solving and vendor management
  • Competitive intelligence gathering
  • Daily debrief and next-day prep for multi-day shows
Phase 03 — Post-Show
Follow-Up & ROI
  • Lead segmentation by intent and next step
  • Post-show email sequence — tiered by lead quality
  • Pipeline reporting and attribution to show investment
  • Full event ROI analysis with specific metrics
  • Recommendations for the next event
  • Lessons learned and process improvements documented
Proof Points — Tri-Source Pharma & Sunshine Bouquet
$2.5M+
Annual Product Line Sales
Led Sunshine Bouquet's tradeshow and retail event program across national consumer shows — contributing directly to $2.5M+ in annual sales from a new product line launched at retail.
4+
National Conference Programs
Managed Tri-Source Pharma's national tradeshow presence across ACVIM, AVMA, VCS, and Fetch360 — full lifecycle management from pre-show strategy and vendor coordination through post-show lead follow-up and ROI reporting.
Shows & Conferences Managed
ACVIM AVMA VCS Fetch360 Retail Consumer Shows National Tradeshows
Who This Is For

The Right Fit for Event Work.

Pharmaceutical & B2B companies at national conferences
National conferences like ACVIM, AVMA, and industry-specific events where the investment is significant and every qualified conversation needs to be tracked and followed up systematically.
Consumer brands at retail and consumer tradeshows
Retail buyer meetings, consumer shows, and product launches where the event is the first touchpoint for a new audience — and the follow-up determines whether that audience converts.
Organizations without dedicated event staff
Companies where the event falls on the marketing team with no dedicated event coordinator. I step in as that resource — handling everything from booth setup logistics to post-show lead segmentation.
Teams that have done events but never tracked the ROI
If you can't tell me what last year's biggest show generated in pipeline or revenue, you're spending without a scoreboard. I build the system that changes that.

Whether you have a show coming up in 60 days or you're building a multi-event strategy, the planning conversation starts the same way — with a clear picture of what success looks like.

Let’s Plan Your Next Event →
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