International City & County Managers Association (ICMA)
Scaled an annual partnership into high-volume executive pipeline by pairing localized community activation with strategic conference content. Balanced demand generation with partnership stewardship.
Core message: Socially responsible purchasing helps cities and counties support local communities while streamlining procurement.
At A Glance Deliverables
- Packed 1,200 nonprofit kits
- 2 conference presentations
- 1 customer case study
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
ICMA reaches city and county leadership teams responsible for procurement strategy and operational outcomes.
- Translate annual partnership investment into measurable pipeline
- Strengthen executive trust through practical content and activation
- Reinforce procurement modernization messaging
Constraints and guardrails
- Maintained partner governance across co-created assets
- Tracked executive pipeline outcomes tied to conference touchpoints
- Ensured message and data consistency across stakeholders
Strategy
- Connected local supplier story to county and city impact priorities
- Paired presentations with follow-up case study content
- Used annual partnership positioning to deepen influence
Execution by channel
Event operations
- Delivered activation to pack 1,200 kits using Pennsylvania-based sellers
- Managed end-to-end presentation logistics and partner alignment
- Sequenced conference and post-conference content release
Content and messaging
- 2 conference presentations
- 1 customer case study (post-conference release)
Results
| Metric | Outcome |
|---|---|
| Attendees | 5,200 attendees |
| MQLs | 1,182 C-suite MQLs |
| Partnership value | $50K annual partnership |
- 5,200 attendees reached
- 1,182 C-suite MQLs
- $50K partnership leveraged with strong return signals
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
