Alanna Hooper

Director, Strategic Solutions & Alliances Marketing

MAR 2025 - PRESENT · 1.6 years

Orchestrate cross-functional GTM strategy for enterprise AI and data solutions, translating technical complexity into unified market narratives, repeatable sales plays, and field-ready enablement. Build scalable GTM infrastructure: develop SOPs, messaging frameworks, and agentic workflows (Clay, Claude Cowork, Make) that standardize execution and compress timelines while maintaining strategic rigor. Lead alliances marketing with hyperscalers and ecosystem partners (Databricks, Microsoft, Prophecy, Storyblok, Fivetran). Build joint GTM activations and co-sell frameworks that drive measurable pipeline impact. Translate across functions to unify GTM strategy; partner with SMEs on differentiation, delivery on outcomes, sales on conversion. Build repeatable enablement that accelerates execution. Lead events end-to-end: messaging strategy, seller activation, and measurement to drive awareness, executive engagement, and pipeline impact. Generate $20M+ marketing-driven pipeline through integrated ABM, partner co-marketing, and events.

Global Marketing Senior Manager, Activation & Orchestration

JUL 2022 - MAR 2025 · 2.8 years

Orchestrated data-driven marketing strategies as program lead for a global AI marketing campaign, driving large-scale cross-functional activations targeting B2B C-Suite/decision-makers, measuring KPIs against GTM objectives. Lead GTM strategy and program management operations for high-impact marketing programs, including flagship reports, media partnerships, and third-party events. Lead cross-functional teams of 2-20 FTEs in developing messaging, branding, programming, channel strategy, and ROI measurement. Delivered 150%+ to performance benchmarks in 2024 by codifying workflows for repeatable success. Drove $4M+ multi-channel paid media partnerships with Wired, Axios, and VentureBeat, boosting brand awareness and engagement among executive BDMs through written content, digital, and events. Resulted in 4M+ PVs, with 200% over-delivery in 2024, and increased BCG's SOV in AI paid media since start of Wired partnership in 2021. Strategized, partnered, and executed 360 marketing amplification strategies with channel, regional and Tier 1 tech alliance marketing teams (e.g. AWS, IBM, Intel); deploy A/B testing for key activations to optimize impact across organic and paid media, social, events, email, demand gen, and SEO/web.

Global Marketing Lead

JAN 2022 - JUL 2022 · 7 months

Lead cross-functional teams of 2-10 FTEs, strategically establishing BCG’s presence at key industry third-party events; lead end-to-end messaging, programming, channel strategy, thought leadership development, engagement strategy, and post-event metrics and reporting to leadership. Executed 360 marketing amplification strategies for tech alliance partnerships, driving impactful co-branding and co-marketing across various channels, including organic and paid media, social, events, email, and SEO/web. Drioe $2M+ content partnership with Wired, boosting brand awareness and engagement among executive BDMs through a sponsored client case study program. Resulted in 2.3M+ PVs and increased BCG's SOV in AI paid media since 2021. Managed BCG's Digital Transformation Network of 150 F500 C-level executives, contributing to $425M+ in revenue (2022). Implemented customer journey segmentation to enhance network offerings and nurture tactics. Critical member of BCG’s global AI marketing campaign team, leading large-scale activations that reshaped BCG's reputation on AI. Manage cross-functional teams as project manager within the broader program.

Global Marketing Events Lead

JAN 2021 - JAN 2022 · 1.1 years

Program managed BCG’s premier flagship event for cross-functional & cross-industry C-Suite executives; lead planning team of eight across content development, speaker management, technology, digital amplification, internal and external communications, budget, and event logistics workstreams throughout the event campaign lifecycle to deliver a high-impact client experience. Expanded North American brand globally in 2020 through the introduction of virtual programming and digital amplification which led to a growth in audience share globally by 45%. Lead the firm’s CFO programming through the in-person CFO Conference and virtual CFO Roundtables. Broadened client CFO reach by 300%+ since 2020 through pivot to virtual offering and creation and build-out of digital resource hub which became the firm’s gold standard for C-Suite Client Communities. Critical member of the Global Events & Networks Center of Excellence team; gathered, analyzed, and reported on ROMI of the team’s portfolio to the Marketing Leadership Team to ensure strategic targets were achieved. Liaised with senior stakeholders across the firm to capture and measure ROMI to analyze the impact of BCG’s client programming to ensure business development opportunities were created and achieved. Advised the firm’s CEO and CMO client networks; partnered with stakeholders to conceptualize and strategize on the execution of and partnerships for CEOs and CMOs through virtual and in-person events and other client touchpoints. Partnered with MarTech to implement enhancements to the firm’s CRM technology to enhance MDP & marketer’s user experience of the tool to increase visibility of and engagement with BCG client events.

North America Marketing Lead

DEC 2018 - JAN 2021 · 2.2 years

Developed end-to-end marketing event campaigns with strategic client touchpoints across BCG proprietary programming throughout the calendar year to foster and grow priority C-Suite communities to enhance business development goals. Managed, executed, and supported BCG’s large-scale flagship and proprietary marketing event campaigns (both in-person and virtual) in the North America targeting C-suite executives; served as PMO to manage event logistics, speaker management, event budget, internal and external communication plan, venue sourcing, and overall project management of North American events while reporting on metrics showcasing ROMI. Fulfilled BCG’s external partnerships and sponsorships at third-party conferences and events in conjunction with the firm's Practice Areas. Created and managed internal and external event communication strategies for North American marketing campaigns; managed central event inboxes and invitation processes through direct communication with the firm's partnership and senior executive clients through the creation of Salesforce centralized email sends, registration surveys, event websites, and mobile apps on a per-event basis paired with relevant content. Led the event client nomination process for all BCG North America partners; created compelling email communication strategies to uphold nomination criteria of job level and attendee quality. Managed the team’s Northeastern University intern during the six-month co-op cycle; including initial university open house, interviewing, onboarding, and mentorship throughout the intern's six months at BCG.

Event Manager, Data and AI

FEB 2018 - NOV 2018 · 10 months

Developed event and sponsorship strategy, part of an integrated multi-touch campaign to boost brand awareness and demand generation for IBM Watson Data products. Partnered with IBM’s experiential marketing agency to strategize and plan 30+ annual events. Managed contracts, booth design, budgets, and client gifts/collateral in compliance with IBM policy. Implemented a high-touch lead management plan, tracking marketing-generated revenue post-event. Secured SMEs for speaking opportunities to represent IBM Watson at third-party programs.

Manager, Meetings

MAY 2017 - FEB 2018 · 10 months

Operational lead for five annual conferences with 3,000 – 8,000 attendees and 12,000 to 31,000 sq. ft. exhibit space. Oversaw housing, catering, AV production, signage, and more, elevating satisfaction from 93% (2015) to 95% (2016). Managed event program & vendor budgets of $3.5M (VAR <2-4%) with a focus on financial efficiency. Served as primary liaison for exclusive AV vendor for 35+ annual programs. Successfully reconciled $2.6M in AV expenses with <3% variance to budget YOY. Supervised one direct report, providing guidance for goal setting, responsibilities, and long-term growth plans.

Senior Meeting Planner

MAY 2016 - MAY 2017 · 1.1 years

Operations co-lead of five annual conferences with attendance ranging from 2,000 - 7,000 and exhibit space ranging from 12,000 to 31,000 square feet; was responsible for complete audio visual production management, housing blocks, catering, on-site staff schedule, electrical and internet orders, security and first aid plans, diagram and floor plan creation, and signage. Lead conference planner of nine continuing medical education programs annually with attendance ranging from 50 – 1,250. Increased attendee satisfaction levels of assigned 2016 programs to 95% from 93% in 2015. Managed financials of assigned program budgets with direct costs upward of $3.5M with < 2-4% variance from budget (show expenses totaling $1M, national vendor expenses totaling $2.5M). Relationship manager for exclusive audio visual vendor and storage vendor; completed and communicated up-to-date logistics grids, maintained and updated vendor SOPs, and compiled and allocated final invoices to AP for 35+ programs. Negotiated venue contracts annually, which included venue selection, function space mapping, F&B minimums and room rental fees, and date selection.

Meeting Planner

DEC 2014 - MAY 2016 · 1.5 years

Planned all operational aspects of nine continuing medical education programs annually with attendance ranging from 150 – 1,250. Managed all on-site operations of assigned events. Supported the planning of five annual conferences with attendance ranging from 2,000 - 7,000 and exhibit space ranging from 12,000 to 31,000 square feet; managed housing blocks, catering, staff schedule, electrical and internet orders, security and first aid plans, diagram and floor plan creation, signage, symposia logistics and fulfillment, and complete audio visual management. Managed all financial components of assigned program budgets with direct costs upward of $3.55 million with < 3% variance from budget. Relationship manager for exclusive audio visual vendor, storage vendor, and temporary personnel staffing agency.

Sales and Catering Coordinator

AUG 2013 - NOV 2014 · 1.3 years

Supported the Director of Catering and Sales Managers, managing client communications and logistics to create tailored proposals and event orders within budget constraints. Collaborated with Director of Catering on monthly forecast reporting to track performance towards IHG Corporate goals for the Catering and Conference Services departments. Managed all aspects of corporate catering groups under 50 guests in all markets. Coordinated all in-house meetings and departmental client events from initial department request through execution. Streamlined internal process by creating and scaling implementation of a user-friendly in-house event request form.

Server

MAR 2010 - SEP 2013 · 3.6 years

Ensured efficient customer service in a fast-paced environment at this 80 seat restaurant, especially during the pre-Red Sox game rush. Assisted in the execution and servicing of private events to ensure client and guest satisfaction.

Catering Sales Coordinator

AUG 2012 - JUL 2013 · 1 year

Sold food, beverage, audio visual equipment, and meeting room rental to reach sales goals. Exceeded 2013 Q2 sales goal by 39% ($55k) through prospecting, qualifying, and management of catering inquiries. Facilitated clients’ needs throughout the booking & planning process until the day-of and completion of each function and delivery of invoice; followed-up with personalized surveys to enable repeat business. Created detailed proposals, contracts, banquet event orders, menus, and event logistics based on clients’ needs and budgetary restrictions. Managed all catering aspects of in-house groups booked by Group Sales Managers and Director of Sales & Marketing.

Sales and Convention Services Intern

JAN 2012 - MAY 2012 · 5 months

Worked closely with Sales & CS departments on day to day operations, through clerical and administrative duties. Created invitations, handouts, and tradeshow ads using Photoshop for Citywide receptions and trade shows.