AddeparI owned the execution of AddeConf, our annual user conference, during a pivotal transformation year. While marketing had managed the event the previous year on a smaller scale, leadership now challenged us to evolve it into a true industry conference and double attendance. This was the largest event I'd managed in my career, and the scope was significant: navigating a new venue and vendor relationships, aligning multiple internal stakeholders with competing visions—including executives, product, engineering, sales, customer success, and marketing—all while working within tight budget constraints for brand and design.
To bring this vision to life, I built a comprehensive project timeline with clear milestones for each workstream and established weekly cross-functional meetings to align on messaging and agenda. I negotiated strategically with vendors to maximize our budget, partnered closely with sales and customer success teams to develop targeted invite lists and email campaigns that drove registrations, and collaborated with designers to execute a cohesive brand and creative vision throughout the event experience.
The results exceeded expectations across every metric. We achieved our attendance goal, delivered a 4 out of 5 average satisfaction score from attendees, and generated over $160K in combined closed-won ARR and sponsorship revenue. The conference also produced 50+ qualified leads for our sales pipeline. The impact was recognized at the highest level—our CEO acknowledged our team at the company all-hands for setting a new standard for customer events at Addepar.
