U.S. Army Association (AUSA)
Led flagship public sector conference strategy and execution, aligning messaging and content with mission outcomes. Built a high-credibility presence designed to drive qualified pipeline, not just booth traffic.
Core message: Streamlining public sector procurement by leveraging the competitively awarded GSA contract for mission-critical supplies.
At A Glance Deliverables
- Full-page daily advertisement
- 2 thought-leadership pieces
Snapshot
Role
Senior Public Sector Field Marketing Manager
Timeframe
2024 campaign cycle
Channels
Trade show strategy, thought leadership, onsite activation
Tools
Salesforce, HubSpot, event operations stack
Team
Cross-functional marketing, sales, and partner teams
Goal and constraints
AUSA is a high-stakes national event for military and federal stakeholders where clear procurement value and mission relevance matter.
- Position Amazon Business as a trusted procurement partner
- Drive qualified federal and defense pipeline
- Elevate thought leadership credibility in market
Constraints and guardrails
- Aligned claims and messaging to public sector procurement standards
- Tracked MQL quality and attribution for leadership reporting
- Used structured approvals to maintain message integrity
Strategy
- Built messaging around mission-critical purchasing speed and compliance
- Integrated media and thought leadership to increase quality touchpoints
- Prioritized high-intent audiences for measurable conversion
Execution by channel
Event operations
- Coordinated event operations, booth narrative, and content sequencing
- Delivered daily ad placements with aligned onsite messaging
- Managed cross-functional execution for a consistent attendee journey
Content and messaging
- Full-page daily ad
- Thought leadership article #1
- Thought leadership article #2
Results
| Metric | Outcome |
|---|---|
| Attendees | 33,000 attendees |
| MQLs | 151 MQLs |
- 33,000 attendees reached
- 151 MQLs generated
What I learned and what I'd improve
- Early stakeholder alignment reduces downstream execution risk in policy-sensitive programs.
- Pairing experiential engagement with practical content improves MQL quality and follow-through.
- Next iteration: tighten pre-event nurture and post-event sales enablement handoff for faster conversion.
Interested in similar outcomes?
I am exploring full-time leadership roles where event strategy and revenue accountability are both core to the mandate.
Media / Assets
Selected Artifacts
