What I do...
"I love events. I love stories. But I hate waste."
More impact from experiences. Less waste from marketing.
Many organisations invest heavily in events, customer engagement, executive briefings and experience centres. A lot of great work, creativity and energy goes into these activities. But too often, they are not connected to a clear strategy, a strong story or a well-designed operating model.
The result is a fragmented portfolio of events and experiences, multiple agencies, different messages, duplicated work and increasing pressure to prove impact and ROI.
I help organisations reduce that waste and increase the impact of experiential marketing by connecting strategy, story and experience, and by helping organisations organise it properly.
I help organisations design, build and lead experiential marketing as a strategic capability that supports business goals, strengthens the brand and creates meaningful customer relationships.
I need support with my experiential marketing strategy. Help me...
define the role of experiential marketing in our business...
"We do events and customer engagement, but we are not clear on what experiential marketing should actually do for us, who it should serve and how it should support our business and marketing strategy."
organise our experiential marketing better...
Our activities are spread across teams, regions and agencies. We need a clearer operating model, better governance, clearer roles and more effective ways of working.
Build a stronger portfolio of experiences...
We want to stop treating every event as a standalone project. We need clearer priorities, reusable formats and signature experiences that are worth repeating and scaling.
Improve how we engage customers in high-value moments...
We want our executive briefings, experience centre visits, customer events or strategic engagements to be more interactive, more relevant and more effective in building trust, momentum and commercial value.
Measure impact and reduce waste...
We invest a lot of time and budget, but it is hard to show what really works. We need better KPIs, more focus, less duplication and a clearer link between experiential marketing and business impact.
Lead change or provide temporary senior support...
We are going through change, building capability or improving the way we work. We need interim leadership, strategic guidance or experienced support to bring structure, direction and momentum.
Inspiration
Here are some examples of what I've done to reduce waste and increase impact:
Built experiential marketing machines
I have built and led experiential marketing engines that connected strategy, storytelling, events, executive briefings and experience centres into one coherent approach, with clear structure, reusable formats, a strong agency network and measurable business impact.
Centralized design service for all events
I established a central design service for events and exhibitions that improved brand consistency, increased reuse and efficiency, and helped teams across regions deliver higher-quality experiences.
Transformed Experience centers
I helped transform experience centers from demo environments into strategic customer engagement platforms that support executive conversations, integrated solution storytelling and commercial impact.
Reimagining Large Events & Exhibitions
I reimagined traditional trade show participation as story-driven customer experiences that increased engagement, improved the quality of customer interactions and strengthened the connection between brand, solutions and customer needs.
Developing Reusable Experience Playbooks
I developed structured playbooks and modular formats that allowed teams to reuse concepts, content and experience formats across events, regions and programs, increasing consistency, efficiency and impact.
From Event Manager to Experiential Marketer
I evolved team’s roles, skills and ways of working from event execution to experience design, enabling them to deliver more strategic, story-driven and business-focused customer engagements.