- Manage a team responsible for planning, management and execution of events that deliver a best-in-class experience for our customers, driving thought leadership and brand awareness- Responsible for developing a framework of event best practices, including content, communication, sales enablement, audience generation, KPIs and the full on-going customer journey with our organization- Work and communicate directly with executive leadership, stakeholders and cross-functional teams across the entire Broadcom organization to manage expectations and ensure consistency with our messaging, branding and event experiences- Responsible for developing creative customer engagement activities, both live and virtual, working with 3rd party vendors, mainframe associations and educational events as well as white glove proprietary experiences with our top accounts - Created a new event dashboard for reviewing metrics for continued improvement and ROI results; also developed a custom post event nurture plan by event type

Field Marketing Leader for a portfolio of AI Applications harnessing IoT technologies to improve asset and facilities management, product engineering, and operations.• Responsible for creating account specific marketing plans based on strategic account plan priorities• Fully orchestrate and tailor all marketing to top accounts, serving as a ‘mini CMO’ for the portfolio• Develop added be-spoke experiences based on unique targeted opportunities • Deliver hands-on guidance on who and how to best engage to secure strategic portfolio footprints• Create sustainable growth relationships with our most committed clients• Design innovative techniques and experiences to deepen client engagement• Deliver digital content, events and engagement tactics to build new relationships and progress deals

I owned demand generation strategy and execution, as well as accountability for campaign performance & revenue goals, for the IBM AI Applications organization. I collaborated across cross-functional teams on the creation and execution of engaging and compelling customer journeys. I brought an audience-first approach to planning, regularly iterating and designing the buyer's journey throughout the life of a campaign.Notable results- Email campaigns generated open rates 84.5% above IBM average - 116% increase in paid newsletter engaged visit responses in first month- Qualified leads delivered to Sales increased 288% above IBM average- Created $26.2M+ in lead revenue in 1H Other responsibilities: • Partnered with field marketers and sales teams, to strategize and execute integrated marketing programs that drive demand for the business• Collaborated across disciplines and tactics (partners, campaigns, digital organic, paid, events and social) to create compelling experiences that engage and nurture clients resulting in increased marketing pipeline• Executed across all geographies to manage program content, offerings, measurement and optimization• Developed and executed short- and long-term multi-channel campaigns to drive leads and sales pipeline• Identified new markets and advertising tactics to increase growth• Managed Response Lead Management to properly nurture all leads from nurture, outbound calling, eMail, events and social media interactions • Planned and managed campaign budget, investing strategically to deliver effective ROI and maintain planned spend and predicted results• Drove continuous campaign optimization through effective use of marketing tools, data/analytics, results monitoring and agile testing

As a global events manager, I created galvanizing, immersive experiences that enabled clients to engage directly with world-class IBM experts and our products. I created the best event experience as part of an integrated campaign and worked in partnership with product, content, digital, social, product management, and sales to create a successful end to end event experience. I developed event drive-to assets and communications; surrounding events with Social and Digital activities to drive increased and deeper client engagement. I was responsible for response and lead management plans; ensuring that marketing revenue commitments were met post event and managed event budget and any agency relationships. Notable achievements: - Drove 87.5+ validated leads in 2019 (3.5x more YtY)- Created $32.7M+ in lead revenue in 2019 (~5.5x more YtY)- Delivered a world class, record-breaking event that drove 24,000+ attendeesOther responsibilities included: • Delivered exceptional attendee experiences that produced significant results that grew our business and delighted customers• Defined the go-to market strategy and execution for events across multiple product portfolios, industries and teams• Created new comprehensive, digital tactics that generated more qualified leads • Designed a best practice lead routing plan to capture and nurture opportunities for progression and closing• Measured an analyze post event metrics and results to further improve and optimize future events• Trained and certified in digital event strategy for unique virtual experiences

As the Event Strategist I was responsible for creating exciting and immersive experiences that enabled clients to engage directly with IBMs world-class expertise in the IoT space. I developed the best event experience possible for our clients as part of an integrated campaign and worked in partnership with product, content, digital and database marketing specialists and social to collaborate on the creation and execution of events.Notable result: Produced $35M in validated event revenue resulting in $17M in win revenue on my first eventResponsibilities included: • Executed proprietary and 3rd party events supporting the go-to market strategy • Generated new attendees and drove open pipeline opportunities with creative digital tactics and paid media • Designed, wrote and created all drive to communications and assets to promote presence, share results and enable sellers• Collaborated across the multiple teams to ensure all deadlines and deliverables were met for an exceptional event experience• Measured and analyzed post event metrics and results for improvement

Responsibilities included: • Managed a team supporting promotions and asset creation via messaging, website, social media, communications and internal sales enablement• Managed the overall internal/external communications for IBMs largest North America conferences • Delivered multiple world class, record-breaking events via a successful execution strategy • Drove content strategy, design execution, vendor relationships, full-time contractors and direct marketing campaign planning all within a very challenging stakeholder environment• Developed and executed a strategic audience generation strategy and communications plan for multiple segmented audiences, industry specific clients, prospects and Business Partners • Responsible for the creation of all external facing assets including industry roadmaps, templates, sales flyers, banners, infographics, and other marketing deliverables • Drove content strategy and management of internal executive communications across multiple business units to ensure frequent, senior-level support and event promotion• Tracked and applied analytics and insights to better profile, target and re-target prospects.• Measured results, conversion rates, cost per response/return on investment and other KPIs“Adrian brought new, fresh ideas to the assets she created and repeatedly provided new ways to share content that was innovative and brought solid impact.” - Martha Moreau, World Wide Conference and Events Manager, IBM

• Managed all internal communications for the C&SI brand• Lead brand strategy for how to best share internal and external news across IBM in a new, more social structure - Maintained highest open rate avg across all Software Group brands in 2014 - Responsible for a 40% increase in open rates in the first quarter on the bi-weekly newsletter - Responsible for a 35% increase in open rates in the first quarter for all victory alert newsletters - Created more targeted distribution lists that included 13k more readers - C&SI brand drove the largest growth in 1Q on click through traffic and overall metrics

• Managed all internal communications for the Rational brand• Created newsletter messaging that delivers news in a compelling way that is consumable over email and on hand held devices• Maintained multiple editorial calendars to support the brand strategy for upcoming announcements, events and launches• Managed multiple editorial boards to gather top news from subject matter experts• Captured and analyze communication metrics to understand overall effectiveness and suggest areas for improvement• Managed multiple distribution lists using BluePrint

Supported the Information Management Marketing Communications function. Primarily focused on independently planning and executing measurement strategy and supporting programs to ensure the function’s deliverables provide the right mix of elements and delivery mechanisms to meet objectives (value of content, content presentation, and distribution). • Responsible for all metrics and analytics of teams communicationso Created and manage reporting plan, establishing goals, and objectives based on industry benchmarkso Designed, analyze and publish all metrics and tracking reports on a weekly and monthly basiso Analyzed all content to make recommendations based on the data results to improve overall communications• Identified, prepare and publish weekly internal communications aligned with sales goals to provide visibility of business results.o Worked with cross functional teams and executives to gather content, while offering suggestions of how to improve the existing processes and formats.• Identified, prepare and publish bi-monthly media and analyst communications• Managed Quarterly Web Analytics report on overall web traffic, top downloads and competitive information• Managed quarterly employee recognition program. Design processes and tools to help streamline this process. • Managed multiple distribution lists using specific distribution list tool

Part of a 15-person international team designed to address business issues of selected NGOs in Los Banos, Philippines. This is a highly competitive IBM Leadership program where less than 4% of the IBM population is selected to participate.- Immersive international assignment at non-profit in partnership with the Peace Corps; highly competitive program (selected by CHQ).- Consulted on management systems, community outreach, nurture campaigns, social media strategy and digital transformation.

•Served as Editor in Chief of first internal employee monthly newsletter, Inside Initiate•Served as Editor in Chief of first internal media coverage weekly email, Initiate News this Week; a detailed wrap up of all recent media hits from major publications and recent press releases•Implemented a new company wide Corporate Social Responsibility program to support volunteerism and giving back activities•Implemented a new company wide theme to support our existing strategic objectives, culture and values; created themes and promotional items to create a visual representation of the life and culture of Initiate•Managed Press Room on our company intranet site, updating it weekly with new media alerts, event information and customer information•Worked with the executive staff to develop different forms of communications and meetings to keep the company informed on a quarterly basis•Managed the creation and content of our eLearning Management system for all quarterly updates

• System administrator of SalesForce.com; managed activities including campaigns, lead generation account and contact creation• Conducted competitive analysis and research of marketing trends• Managed marketing activities for new product launches, lead generation activities and telemarketing projects• Assisted and managed corporate, marketing, promotional and International events• Reviewed and prepared press releases for company website• Monitored media use and compliance to corporate branding guidelines; coordinated the execution of legal contracts and other correspondence from draft to completion