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Manager Marketing

San Jose, CA
September 09, 2018

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Andrea Lacy, MBA

Cell: 408-***-**** Email:

Global Events Professional with extensive Experiential Experience

Qualifications Summary

In-depth event marketing, partner, executive engagement and program development expert offering extensive executive leadership experience within large technology companies. Innovative trendsetter with an entrepreneurial spirit and demonstrated success engaging with numerous audiences across a variety of mediums and channels and driving revenue and profits in emerging and mature markets through an equal blend of vision, strategy and execution. Highly developed interpersonal, organizational, analytical, writing, editing, presentation and people/program management skills.


Event Content Strategy Partner & Field Marketing Tradeshow Strategy and Execution Global Events Council Strategic Planning/Leadership Campaign Management Lead Generation/Lead Tracking Demand Generation B2B & B2C Paid Social, Display, SEO, SEM and Digital Platforms Audience Acquisition Event Production/Management Sponsorship Sales Partner Management 3rd Party Vendor Management Integrated Marketing Programs/Launches Brand Management Keynote Production Mobile Apps and Payments Breakout Session/Content Strategy for User Conferences Designed/Developed Executed Executive Engagement Programs Created Ambassador Programs Managed Affinity (Diversity) Groups and Events Internal Communications

Career Trajectory

Group Manager, Marketing Events Strategy - LinkedIn - Sunnyvale, CA December 2017 – Present

Defined and developed global corporate events strategy that landed and expanded across four lines of business

Created a strategic framework to track ROI, engagement analytics and feedback to consistently improve global events

Built a central repository for global regions to scale their events, GDPR events expert

Developed a self -serve turnkey assets program for global regions

Strategic Integrated Marketing & Global Events – Consultant- San Jose, CA September 2016-December 2017

Creating content and go-to-market strategies for SAP @Silicon Valley partner events, programs and internal communications. Developing content for sports sponsorships, d-kom (developer conference), and C-Level activities. Working with product, field marketing, developers and partners to develop campaigns and programs to drive awareness, pipeline and audience acquisition for B2B and B2C events products include SAP Leonardo (machine learning, Big Data, Analytics and IoT)

Working with sales teams, executives, creative, web and digital/social team to increase user adoption

Developed Executive Engagement Programs that spanned over various product categories

Collaborating with partners (Google, Intel, Microsoft and others) to build “better together” story to use in various multi-channel digital marketing acquisition strategy (web content, blog posts, social media channels, email, web banners and customer case studies)

Sr. Marcom Event Manager - ServiceNow - Santa Clara, CA February 2016 – September 2016

Responsible for the development of global marcom plan to drive awareness, strategic messaging and audience acquisition strategy for ServiceNow events

Developed integrated marcom and partner strategy, supporting digital assets for the annual user conference

Identified and developed event messaging, theme and creative execution across all aspects of the event

Lead a virtual team to ensure communications, topic and promotion integration

Director of Field Marketing - Information Builders - San Jose, CA May 2015 – February 2016

Conceptualize innovative plans to grow market presence and thought leadership around Cloud, Predictive, Mobile and Big Data for business intelligence, integration and data integrity software; serve as a natural extension of existing marketing teams, regionalizing the plan to drive sales within multiple verticals and created Executive Engagement programs

Champion press strategies around events, partnerships and key initiatives; create Go-to-Market (GTM) plans including Facebook/Instagram/Twitter/LinkedIn, Search Engine Optimization (SEO), Search Engine Marketing (SEM) and speaking opportunities

Collaborate with product marketing and sales to ensure alignment of all internal interests and drive GTM activities; partner in the creation of sell pieces, including case studies, video, etc., through daily interface with field sales, public relations (PR) and corporate marketing

Managed integrated marcom campaigns from conception to completion; effectively communicate the goals of each project/initiative including logistical preparation, relevant messaging and budgetary viability, create the execution plan/repeatable process on all developing assets and maintained regular cadence reporting

Executed enterprise campaigns from conception to completion and offered insights and analytics on performance

Sr. Integrated Global Events Manager SAP Palo Alto, CA September 2005 – April 2015

Planned and executed corporate, field and partner events (HANA, SaaS, PaaS, Predictive, Analytics, Business Intelligence, EIM, MDM, Big Data, Mobile, IoT, Cloud); humanized the brand by bringing customer case studies to the forefront through high-profile events including Oracle Openworld, Mobile World Congress, NBA, NFL and Formula1 to name a few. Managed keynotes, partner marketing promotional opportunities, product launches, sponsorship and contract negotiations

Successfully managed large-scale global events with upwards of 100,00 attendees and budgets more than $5M

Defined and drove event business strategies, processes and programs; managed all marcom program logistics from conception to completion, producing detailed ROI and P&L reports for each event

Career Trajectory (Continued)

Led worldwide meetings and worked cross-functionally on branding, messaging, strategy and positioning for all global and vertical events; managed third party vendors and agencies

Directed teams of up to six full-time personnel, event staffs of up to 20 and worldwide virtual teams with 20 to 300 members; created voice alignment through coordinated marketing efforts, campaigns and events

Worked in tandem with field & partner marketing (Google, Microsoft etc.) and regional executives to develop and execute competitive strategies/programs and GTM digital and lead generation campaigns; established strategic partnerships and customer leadership programs to execute a comprehensive integrated marcom plan

Wrote marketing communications deliverables and authored all content for vertical segments

Created an integrated, annual marketing plan aimed at chief financial officers and chief information officers, representing a new target audience for BusinessObjects; and a lead generation plan incorporating a mix of elements including conferences, executive dinners, direct mail, focused newsletters and web seminars

Conducted focus groups in three cities aimed at C-level executives to better target marketing campaigns

Primary Projects/Selected Accomplishments:

Successfully analyzed critical/ongoing business requirements; identified deficiencies and potential opportunities to develop innovative and cost-effective solutions for enhancing processes

Realized a 12% increase in profits, in less than two years and devoid of any investments, by quadrupling reach, creating new events and services, winning strategic alliances, cutting costs and implementing staff incentives

Improved SAP’s footprint by developing partner “better together” digital plans to send/share/post updates/news/achievements with their clients using SEO, SEM Blogs utilizing SAP Hybris software and introducing promotional customer and partner programs such as CXO roundtables and analyst dinners

Dramatically increased sponsorship revenues from partners and created new customer success platforms

Managed key components within the Analytics campus at Sapphire Now ASUG annual user conference

Defined strategy and set a multi-dimensional Executive Engagement plan to secure speakers for Gartner, Oracle OpenWorld and TDWI conferences (Gartner BI 2013 was the top performing physical event with pipeline of $1.2M)

Coordinated, executed and managed 300 major conferences annually; increased profit margins by 35% in the first year by building audiences, bringing money in from partners, reducing costs and renegotiating contracts

Increased attendance at the Americas User Conference by 20% and exceeded paid attendee goal by 13%

Served as the executive producer and event director for SAP’s largest events (global and domestic); delivered hundreds of events that better informed/entertained/sold/trained/motivated target audiences


Master of Business Administration (MBA) - Golden Gate University, San Francisco, California

Bachelor of Science (BS) in Journalism; Minor in Business - San Jose State University, San Jose, California

Early Work History

Sr. Director of Marketing, Ten Square, San Jose, CA Global Marcom, Hewlett Packard, Cupertino, CA

Short-Term Contract Assignments

Worldwide Marcom Brand Manager, BEA Systems Worldwide Corporate Marketing Manager, Phoenix Technologies

Worldwide Corporate Group Project Manager, Adobe

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