NIGP Forum
Executed one of the strongest-performing public sector event programs, combining strategic co-branding, community activation, and thought leadership to drive outsized qualified demand.
Core message: Municipal procurement can pair Amazon Business purchasing with AWS cloud capabilities to accelerate mission outcomes.
At A Glance Deliverables
- Packed 1,100 animal supply kits
- 4 conference presentations
- Custom booth fabrication with AWS co-branding
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
NIGP engages procurement professionals and public sector leaders evaluating practical purchasing and modernization pathways.
- Show integrated procurement and cloud value story
- Increase MQL volume while maintaining quality
- Strengthen annual partner value realization
Constraints and guardrails
- Aligned partner review cycles across both brands
- Maintained accurate MQL tracking and reporting
- Applied accountable execution standards for multi-team delivery
Strategy
- Unified messaging across Amazon Business and AWS value proposition
- Designed high-visibility co-branded booth and activation
- Increased content depth via multiple presentations
Execution by channel
Event operations
- Coordinated 1,100 kit packing activation for Charlotte Humane Society
- Led custom booth fabrication and co-branded design execution
- Orchestrated 4 presentations and onsite lead capture operations
Content and messaging
- 4 conference presentations
- Co-branded booth assets
Results
| Metric | Outcome |
|---|---|
| Attendees | 5,500 attendees |
| MQLs | 2,854 MQLs |
| Partnership value | $60K annual partnership |
- 5,500 attendees reached
- 2,854 MQLs generated
- $60K partnership strengthened through measurable impact
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
