Erica Parker

Field & Event Marketing Professional

Profile

Erica is a tenacious, battle-tested field, digital and marketing manager capable of turning any setback into a path to success. She prides herself on her ability to manage a large number of projects at once, maintain focus on big picture objectives while wading through small details, and build marketing programs that breed success and awareness. Employment History

Director of Field Marketing at Lightstep, Synthetic Monitoring, Distributed Tracing, & Logging

December 2019 — June 2020

• Responsible for leading the strategy, execution, and outcomes for all Lightstep's global events. With an array of field & virtual marketing events (trade-shows, conferences, virtual conferences, roadshows, executive dinners, webinars, etc.) that capture prospects and help transition them into customers.

• Designed a new booth design, messaging & collateral to stand out to prospects, partners & customers.

• Created the companies co-marketing partner program including virtual events, in-person events, joint webinars, white papers, blogs, and case studies. With companies such as GitHub, Gitlab, Gremlin, Codefresh & Google.

• Increased lead generation by more than 140%.

• Build out landing pages, emails sequences, and social media plans for Lightstep events.

• Collaborated closely with other members of demand gen, product marketing, sales. partnerships and many others included in the process of development, execution, and measurement of field marketing campaigns.

• Managed budgets for campaigns, & communicated ROI against program objectives.

• Worked closely with sales and marketing leadership to craft Account-Based Marketing strategies for Field Events.

• Transitioned our Field Marketing Program to a Virtual strategy due to Covid-19.

Senior Event & Field Marketing Manager at Tigera, Enterprise Network Security and Compliance

December 2017 — December 2019

• Set AMER field marketing strategy and managed budget across regions to drive toward our revenue goals.

• Developed the social media program, communication strategy program, & awareness strategy/program during company re-brand.

• Managed the logistical aspects of planning, execution, and evaluation of all virtual & in-person events in the Americas, working vendor and suppliers to build a positive and professional image for all events and meetings.

• Created and maintained a clearly organized archive of event management processes, templates, and operational tools that can be leveraged for future events.

Details

925-***-****

add2fo@r.postjobfree.com

Links

LinkedIn

Skills

Marketing Analytics

Promotional Campaigns

SEO Marketing

Social Media Management

Campaign Management

Project Management

Trade Shows

Google Suite

Google Adwords

Google Analytics

Wordpress

Spredfast + Khoros

Sprout Social

Email Marketing

Virtual Events

Languages

English

Spanish; Castilian

• Managed stakeholders (sponsors/partners/speakers) to make communication easy and transparent regarding project issues and decisions.

• Provided leadership and insights into how field marketing campaigns affect our business growth. •Built a high-performance team and ensured they have support in terms of resources, budget, and career development to be successful.

• Collaborated and got buy-in from SDRs and account executives to promote and drive successful field events and programming.

• Leveraged analytics in Looker, Salesforce, and Pardot to understand the impact of our efforts.

Head of Events & Field Marketing at CoreOS, Linux Distro securing Kubernetes & Container systems

April 2016 — December 2017

• Head of global event strategy and execution.

• Directed and produced the companies (2) user conferences in the US & Europe: CoreOS Fest and Tectonic Summit.

• Directed the attendee experience, project timelines, vendor management & ensured the overall conference themes were implemented into every detail of the event.

• Managed and coordinated all logistics for sponsored trade shows a year, partner events, workshops, executive dinners & ancillary events.

• Analyze events, industry, and competitive data.

• Generated ~2.4 million in pipeline sourced from events managed. Event Marketing Coordinator at Workday, Human Resources Enterprise Software

July 2015 — April 2016

• Coordinated a variety of program elements that included vendor and venue research, hotel block management, onsite staffing needs, staff registrations, product and service order forms, and show-related shipments.

• Assisted with purchase order requests, contract tracking and electronic filing, vendor invoicing, and budget tracking for Event Marketing.

• Maintained event marketing activity calendar. Regularly communicate updates to stakeholders on a monthly basis.

• Supported other lead generation activities & goals by teaming up with Demand Generation, Partnerships & Sports Marketing team.

• Researched and presented new event opportunities supporting Workday's current marketing strategy and program.

• Continually identify, propose, and implement cost-saving opportunities.

Event Administrator at The Linux Foundation, CNCF Event Agency March 2015 — July 2020

• Worked with clients to manage their participation in industry conferences and trade shows.

• Worked with exhibition companies managing logistics, exhibit sales, exhibit design show floor design, production of signage marketing materials, promotional items, drayage, onsite shipping, and hotel room block management.

• Managed Event Sponsorship invoicing and billing.

• Coordinated program logistics including AV, space planning, food and beverage, production, timelines with the exhibit house, unions, and venue.

• Onsite lead and support for sponsors to set-up and manage any onsite issues.

• Created, updated, and maintained the event landing pages.

• Created Demand Generation campaigns using SugarCRM & Marketo.

• Provided daily show reporting about event registrations, sales & hotel room block.

Trade Show & Event Coordinator at VMware, Global Leader in Cloud Infrastructure

March 2014 — March 2015

• Planned, managed & executed 50+ trade shows & additional supporting events.

• Worked with a conference planning team to coordinate logistics and deliverable's for VMworld.

• Worked with internal business unit stakeholders on upcoming sponsorship activities, fulfilling logistical requests and updating event deliverables.

• Assisted in creating pre-show and post-show communications with the Demand Generation team.

• Traveled to and supported onsite execution and management of all events.

• Tracked expenses and assisted in complete financial reconciliation for the entire trade show team.

• Ensured processing of show leads in CRM system and distribution to Salesforce.

• Developed social media campaigns for all events around trade shows.

• Tracked lead maturation process, and monthly dashboard ROI reports for executive leadership team.

Education

Associates Degree, Ohlone College, Fremont

June 2010 — May 2012

Liberal Studies

Bachelor’s Degree, Hospitality Management, California State University, East Bay, Hayward

August 2012 — June 2015

Focus: Special Events

Courses

Inbound Marketing Certificate, HubSpot Academy

May 2020 — June 2022

Revinate Certificate, Revinate

March 2014

Mastering SEO, Content Marketing, PPC and Digital Analytics, Simplilearn

May 2020 — June 2020

References

Melissa Smolensky, Senior Director, Corporate Marketing from Gitlab 512-***-****

Jim Walker, Vice President Product Marketing from Cockroach Labs 415-***-****

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