Strategic Driven Execution
Two Events. One Bold Move. Zero Compromise.
The Co-Location of Jeppesen CONNECT and Jeppesen Crew & Fleet User Conference
The Project
A focal point of my role at Jeppesen, A Boeing Company, was to lead the strategy and execution of the company’s flagship customer event, CONNECT. The event had a successful six-year history when I assumed ownership, yet there was clear room to evolve — particularly in elevating attendee experience and production value.
There was an opportunity to co-locate CONNECT with the Jeppesen Crew & Fleet User Conference, which was due to be hosted in the Americas that year. The two audiences shared overlapping demographics, presenting an opportunity to streamline cost center resources and deliver a more immersive, impactful experience — without increasing budget. Once stakeholder buy-in was secured, I reconfigured the agenda and logistic plans, moving forward with a six-month lead time.
The Result
The co-location allowed both conferences to benefit from shared general sessions, an expanded demo showcase, and joint evening networking events, while still maintaining track-specific workshops and breakout sessions. Success highlights included:
Creative Synergy
Freeing up budget through co-location allowed for the introduction of creative elements that significantly raised production value. The result was an experience that resonated with attendees, left a lasting impression, and redefined internal expectations for future events.
Strategic Leadership
Bringing this shift to life on a condensed timeline required precision and strong collaboration. I implemented an efficient planning model using a lean internal team, well-aligned vendors, and clearly defined roles and responsibilities.
Cost Efficiencies
The consolidated event saved over $200K compared to producing the conferences independently, while simultaneously delivering a higher-caliber experience across the board.
Expanded Networking
Merging audiences expanded the opportunity for cross-functional dialogue. Attendees engaged with new peers and content areas, enriching their overall experience and deepening their connection to the brand.
Storytelling That Drives Action
The Demo that became a Global Sensation.
The Mind-Blowing Integrated Operations Experience (IOX) Demonstration
The Result
The debut of the Integrated Operations Experience (IOX) delivered far beyond expectations — it sparked demand, drove measurable results, and reshaped how Jeppesen approached product storytelling.
Multisensory Impact
By layering theatrical elements into a technical demo, we transformed a passive experience into an interactive, emotionally resonant presentation that energized and entertained both customers and internal teams.
Viral Expansion
Within three months, IOX had been requested in eight cities, with custom adaptations delivered on-site for operations teams across the US and EMEA. Senior leadership championed the format, elevating IOX to a mainstage feature at CONNECT events globally.
Revenue Outcomes
At CONNECT Latin America, IOX played a pivotal role in securing a $6M renewal from a major account previously flagged as at-risk — demonstrating the clear link between creative engagement and customer retention.
The Project
When one of Jeppesen’s largest commercial airline clients requested live product demos during a site visit, the initial plan was a standard technical walk-through. But recognizing that these tools were “just another day at work” for the audience, I proposed a different approach: tell a story.
We reimagined the demos as an immersive “day in the life” journey through flight operations. Working with product leaders and the business consulting team, a scripted, multi-screen presentation was developed, walking our audience through a real-time journey that demonstrated how Jeppesen’s tools for support scheduling, aircraft maintenance, and crew management worked together for operations managers. Each product expert narrated their segment, supported by costumed role players acting out realistic scenarios to maintain engagement, have fun, and bring the story to life.
Operational Excellence & ROI Focus
From Pilot to Profits
Growing Profitability with the AspenCore Virtual Events Program
The Result
Within the first year, the program evolved into a profitable, high-performing initiative, delivering measurable results:
34% increase in attendance
50% increase in event volume
77% increase in sponsorship revenue
Operational Efficiency
Defined workflows and extended lead times improved planning, execution, and performance, resulting in stronger promotional windows and increased registrations.
Financial Scalability
The switch to a volume-based pricing model for our platform enabled us to grow the portfolio without flat-rate overhead, unlocking more event opportunities with less financial risk.
Sponsor Engagement
Redesigned entitlements and aligned sales incentives created stronger packages, improved sponsor involvement, and increased event-wide value.
The Project
AspenCore, part of the Arrow Electronics SaaS & Media family, launched a virtual conference program to extend editorial reach and generate new revenue streams in the post-COVID landscape. When I assumed ownership, only two events had been produced — without the process, structure, or financial model needed to scale.
I focused on three areas: operational efficiency, financial scalability, and sponsor value. I built repeatable workflows to improve time-to-launch and team coordination, doubling GTM lead time and improving marketing visibility. I also sourced a new virtual platform with a usage-based pricing model, enabling us to support more events with less expense and risk. Finally, I overhauled sponsorship entitlements and introduced sales incentives that drove stronger packages and deeper partner engagement.
Empowered Team Leadership
Launching a Program — and A Movement.
Solutions-Based Event Marketing with TeamViewer: The Inaugural Partner Summit
The Project
In collaboration with TeamViewer’s domestic channel marketing team and Germany-based training leads, I led the development and execution of the company’s first-ever Partner Summit. The event was designed to support the launch of TeamUP, a new reseller certification program aimed at strengthening channel partner engagement and enablement.
I drove the end-to-end strategy — from developing the marketing plan and program structure to overseeing all logistics and creative direction. Working across time zones and departments, I ensured seamless integration of live certification sessions in three categories, while also crafting an environment that encouraged networking and high-impact engagement. The event featured a theme-inspired “TeamUP Sports Bar” experience, complete with games, sponsor showcases, and an appearance by a Manchester United Legend, leveraging TeamViewer’s integrated sponsorship in an authentic, crowd-pleasing way.
The Result
The Result
The event exceeded expectations, both internally and externally. Senior leadership praised it as “the best event ever produced by TeamViewer Americas,” and attendee feedback benchmarked it alongside top-tier global partner summits.
Cross-Functional Alignment
Close collaboration with the global training team ensured attendees left certified—and excited. The event bridged teams and time zones to deliver real value for both the business and its partners.
Immersive Experience Design
The TeamUP lounge created a relaxed, energetic hub for networking — helping us keep attendees engaged and on-property in a city full of distractions.
Revenue & Growth Impact
Post-event projections indicated a 40% increase in annual channel revenue tied directly to TeamUP certification — spurring a new initiative to replicate the event and drive regional expansion.
Agility in Motion
From Office Launch to Regional Spotlight.
Gracefully Executing a 38-Point Pivot with the Grand Opening of TeamViewer Guadalajara
The Result
The event exceeded attendance goals by more than threefold and garnered high-impact press coverage — including a feature in Forbes Mexico. More importantly, it became a strategic launchpad for ongoing marketing initiatives and campaigns across Latin America.
Rapid Response Framework
Defined workflows and clear team accountabilities allowed us to absorb daily scope changes — including last-minute VIP additions, a press conference, dignitary protocol, travel logistics, offsite meetings, and in-progress office construction — without losing momentum.
Culturally Aligned Execution
Partnering with a Guadalajara-based media agency ensured we followed local norms with respect and professionalism, bolstering TeamViewer’s reputation in the region.
Resilient Delivery Under Pressure
Through relentless change, we kept a clear focus on outcomes. The successful event demonstrated the power of adaptive planning and strong vendor collaboration in volatile or ambiguous environments.
The Project
What began as a straightforward office grand opening quickly evolved into a multi-layered PR and brand positioning opportunity for TeamViewer in Latin America. As the event grew in scope — adding VIPs, media coverage, and new programming — I recognized early that success would hinge on trusted local partnerships and the ability to adapt quickly.
With the help of a local media agency and destination management team, I was able to organize clear workflows and bring local resources into the project as true extensions of the internal team. Over several weeks (and roughly 38 documented scope shifts), we responded to changes in scale, programming, logistics, and protocol while staying aligned to the overall vision of positioning TeamViewer as a serious regional player.
Customer-First Thinking
When we listened to our customers, they answered with loyalty.
Bringing our Team to their Turf: Jeppesen CONNECT Expansion into Latin America
The Result
The inaugural events took place in Sao Paulo and Bogota, with both exceeding expectations — meeting attendance targets and generating overwhelmingly positive customer feedback. The model proved so successful that Jeppesen leadership expanded the road show concept globally.
Localized Program Design
We maintained the essence of CONNECT while tailoring content, format, and delivery to resonate with local audiences — showing customers that their needs weren’t just acknowledged, but prioritized.
Customer Impact & Loyalty
Conference attendance doubled in the second year, with a 100% positive satisfaction rating. Customers cited the regional presence as a sign of Jeppesen’s commitment to partnership.
Business Results
One of the most powerful outcomes: a $6M contract renewal from a previously at-risk customer was directly attributed to the relationship-building and accessibility made possible by this initiative.
The Project
Jeppesen’s flagship event series, CONNECT, operated successfully across the Americas, EMEA, and APAC. However, regional analysis revealed a consistent underrepresentation from Latin American customers at the CONNECT Americas conference.
Rather than expecting customers to come to us, I proposed and executed a regionally tailored road show — Jeppesen’s first-ever CONNECT Latin America series. Recognizing the geographic and linguistic diversity of the region, I designed a scaled-down version of the flagship experience, bringing CONNECT directly to strategic markets in a culturally relevant format.
