Carmela Z. Robertson's Location
San Jose, California, United States, United States
Carmela Z. Robertson's Contact Details
Carmela Z. Robertson work email
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Carmela Z. Robertson personal email
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Carmela Z. Robertson phone numbers
About Carmela Z. Robertson
Innovative event marketing leader with extensive experience in successfully managing large-scale technology conferences, C-Level and special events, industry tradeshows, field events, sponsorship sales, marketing communications, and vendor management. Ability to effectively lead virtual and cross-functional teams, establishing productive collaboration with individuals and groups at all organizational levels. I am a self-starter who thrives in fast-paced, ever-changing organizations where flexibility, meeting tight deadlines, flawless execution, and measurable results are required. I am known for my leadership style, troubleshooting, customer centric engagement, building top performing teams, communication skills, seeing the big picture but still attentive to the details, and focus on positive business outcomes while having fun.
Carmela Z. Robertson's Current Company Details
Freelance
Enjoying retirement, however open to consulting.
San Jose, CA, US
Carmela Z. Robertson Work Experience Details
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FreelanceSan Jose, Ca, Us
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Enjoying Retirement... For Now.Freelance Nov 2021 - Present
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Director, Global EventsCisco Nov 2018 - Oct 2021San Jose, Ca, Us• Provided leadership to define the Corporate and Industry Events Program Management Team vision, goals, delivery of exceptional customer oriented events and programs, while ensuring objectives were aligned with Executive Leadership priorities. • Created a forward thinking, distinctive, fun culture through leading by example, mentoring to build teamwork and capability, and recognizing people for the business impact and results they deliver.• Lead operational excellence across all corporate and 3rd party events including event guidelines for GDPR and other security initiatives.• Worked cross-functionally and collaboratively across Growth Revenue and Engineering Teams and CEO/Executive leadership to guide and influence the event planning, program management, and execution of the global event portfolio.• Collaborated with Region and Solutions Marketing teams to address unique in-region event opportunities.• Identified, documented, and scaled best practices to enable consistent high impact, effective event programs. -
Head Of Revenue Marketing & Field Events - Cloud SecurityCisco May 2018 - Nov 2018San Jose, Ca, Us• Provided leadership and oversight of the Revenue Marketing team by developing the strategic and operational framework to ensure ongoing success and meet company growth objectives.• Led a team of 46, including digital innovators, field event specialists, business development representatives, and marketing tradecrafters building and applying data, intelligence, and technology. Drove team to create timely, integrated customer journeys and cohesive conversations, delivering high yield/velocity conversion of engagement into quality sales pipeline to accelerate revenue. Delivered 53% of the sales pipeline for the business QoQ.• Facilitated cross-collaboration within multiple departments to develop an integrated Cloud Security story.
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Head Of Cloud Security Field Event Marketing (Cisco Umbrella Formerly Opendns)Cisco Apr 2016 - May 2018San Jose, Ca, Us• Responsible for event strategy and developing integrated campaigns ensuring flawless execution of Tier 1 security tradeshows and field events to drive lead generation to build pipeline and success for the sales organization. Mentored staff to be strategic, built relationships with larger Security Business Group Marketing team to ensure cohesive branding and messaging, and mined for opportunities to leverage larger Cisco tradeshow spend and presence, to garner additional leads. Consistently drove $30M+ of pipeline YoY for the business.
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Principal OwnerC&E Group, Inc. Feb 2015 - Apr 2016• Seasoned event marketing professional• Core competencies include conference management, building a team, event operations, customer focus, project management, program management, audience/crowd flow, and event marketing; essentially managing and executing a successful event or program from start to finish• Enjoy finding creative solutions for any opportunitiesRECENT/CURRENT PROJECTS: • Illumio: 2015 - 2016- Develop company’s field and corporate event strategy; recommend events that would have the highest impact/ROI on lead generation and marketing efforts. • VMware: 2015 - 2016- Mobile World Congress 2016: Managed Executive Briefing Center Area; working closely with executive communications team on Pat Gelsinger’s schedule; manage 5 Concierge staff onsite. - VMworld 2015; Sr. program manager for new DevOps program; created and managed new online program request form for conference.• Hendo Hoverboard (ArxPax): March – October 2015- Senior Event manager for ArxPax Hendo Hoverboard Fall product launch on 10/21/15• EMC World 2015: March – May 2015- Senior Event Manager responsible for AR/MEDIA Three Day Program, Mega Reference Customer Booths—included MLB.com, Lotus F1 Team, John McGuinness,Trek Bicycles and Customer Reference Awards Night
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Sr. Event Marketing ManagerServicenow - The Enterprise It Cloud Company Oct 2013 - Feb 2015Santa Clara, Ca, Us• Program Lead for ServiceNow Knowledge User Conference; introduced and employed best practices for fast growing conference. 6,000+ attendees in 2014; expected attendance of 9,000+ for 2015• Managed and ensured internal and external teams are in sync with conference objectives, planning and execution; teams included marketing communications, social media, community, programs, product marketing and vendors• Oversaw and made recommendations for future Knowledge venue and hotel contracts (2016 - 2020); managed venue searches and contract negotiations• Onboard new vendors & contractors working on conference; including new event management, registration technology, production, and IT services companies. Manage RFP process and vendor selection• Program managed creation of Knowledge14 conference website; including content, graphics and registration integration• Event manager for internal sales incentive program; conduct venue search, negotiations, implement registration system, website creation, promotions and managed event management company• Managed 2 FT contractors• Registration technology systems work stream lead - Managed the Knowledge15 registration system migration to Lanyon Conference Technology, providing expertise for various registration flows needed; managing internal and external teams to ensure all integration points were seamless - Successfully lead the migration of the Knowledge14 registration system from Cvent to Opus Events Technology Solution -
Sr. Event Marketing ManagerAdobe Systems Aug 2010 - Sep 2013San Jose, Ca, Us• Program Lead for Adobe’s annual creative conference, Adobe MAX with 5,000+ attendees.• Responsible for all aspects of forecasting, budgeting and reporting on a $9M+ event, managing within 1.5%• Developed conference strategy and planning, ensuring conference objectives were met• Managed a cross-functional team to effectively execute a successful conference the past three years, growing paid attendance by 10% year over year and sponsorships by 8% in 2011• Drove transformation of Adobe MAX focus from a developer conference to a premier creativity conference• Measure and report event results including brand effectiveness and growth to CMO and SVPd.• Effectively managed all conference agencies and vendors, including RFP process• Event Lead for larger ancillary programs at Adobe’s Digital Marketing Summit Conference: Partner Summit (400 attendees) and Customer Advisory Board (150 attendees) -
Co-OwnerAll By Myself, Inc. Apr 2005 - Dec 2011ALL BY MYSELF, INC. - A UNIQUE CHILDREN'S VIDEO SERIESTogether with two other local moms, and Apple alums, we produced a unique award-winning children's video series called "All By Myself" that motivates and inspires children to discover their own capabilities. Our series, targeted for children ages 18 months to 3+ years, promotes healthy independence, responsibility, and self-sufficiency by encouraging kids to doing things "all by themselves". Our videos feature live action kids and an animated host, Buddy the Ladybug, who provides helpful tips and encouragement. Titles included: "Getting Dressed, All By Myself" and "Taking Care of My Pet, All By Myself" at www.allbymyself.com. -
Campaign Marketing Manager - C-Level And Thought Leadership CampaignsSymantec Jan 2009 - Jul 2010San Jose, California, Us• Developed and defined first ever targeted C-Level and thought leadership integrated marketing campaign• Project managed first thought leadership Harvard Business Review Study sponsored by Symantec, creating an integrated communications and promotional plan.• Worked closely with Symantec CIO and CISO, created best practice and thought leadership assets• Advisor to events team in the strategy and incorporation of campaign materials for targeted C-Level events• Designed high-return, multi-touch integrated programs to pull C-Level through the sales cycle (awareness, demand generation, consideration, and purchase)• Built strong relationships with virtual regional marketing teams, communicating and working to ensure global incorporation and adaptation of materials -
Event Manager, Global EventsSymantec Aug 2005 - Jan 2009San Jose, California, Us• Conference maestro responsible for overall management of Symantec’s annual user conference, VISION; guiding virtual cross-functional team of internal stakeholders and extended vendor/consultant team to deliver keyprogram in North America, serving as the template and catalyst for 10+ regional VISION events. Managed$6M+ budget, including approximately $1.2M sponsorship revenue within .01% of budget.- Responsible for strategy and objectives of conference, creating an integrated marketing plan to ensure the success of the event- Advisor to regional leads on the planning of international VISION events• Responsible for C-level and security events/tradeshows, creating integrated event marketing programs that leveraged social media, html and direct mail to maximize the promotion of Symantec’s presence• Implemented and streamlined self service online corporate tradeshow request system utilized by internal clients• Oversaw and managed rebranding and integration of company booth properties from acquired companies• Managed department staff of 2 FTE and primary manager of 7 tradeshow vendors
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Principal/OwnerCz Productions Dec 1997 - Jan 2009Marketing consulting firm specializing in event, program and project management for primarily high-tech clients.• Adobe Systems (2003 – 2005) – Tradeshow manager for enterprise security shows• Bay City Capital/The Pritzker Organization (2000 - 2004) – Conference manager for annual CEO Conference• Apple User Group Advisory Board (2000 - 2004) – Conference planner for bi-annual Apple User Group University leadership conference. Managed sponsorship sales, increasing sales so event was profitable or break-even. Coordinated, scheduled and trained 20+ volunteers• Borland International (2002 - 2004) – Tradeshow manager for enterprise events• Borland International (1998 - 1999) – Exhibit Hall and Sales manager for annual Borland Developer Conference. Managed exhibit hall booth sales, increased sales by 20% from previous years. • Apple Computer (1998 - 2003) – Managed national user group product tours ranging from 5 – 20 cities• Joint Venture: Silicon Valley Network (1999 - 2005) – Managed various events and meetings ranging in size of 350 – 800 attendees• User Group Breakfasts at San Francisco and New York Macworld Expo Conferences (1998 - 2009) – Managed events ranging in size from 200-400; previous clients included Adobe Systems, Apple, Corel, Disney Interactive, Macromedia, Macworld Magazine and SymantecOther clients included: Corel, Catalog City, Inc., Digital Impact, Evergreen Valley College, Qualitative Marketing, and Macromedia
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Vice President, OperationsUser Group Connection 1995 - 1997• Managed and developed User Group Connection marketing programs and services sold to software publishers• Produced and responsible for overall management of MacFair Toronto ’95 Tradeshow and Conference (2000 attendees and 40 technology exhibitors). Negotiated contracts and coordinated 50+ volunteer user group staff• Co-hosted annual User Group TV Broadcast, a national User Group meeting via satellite (~100K viewership)• Produced and organized national user group product tours ranging from 5 – 20 cities; customers included Apple, Disney Interactive, General Magic and Powerhouse Entertainment. - worked with clients to develop marketing communications strategy and messaging - briefed and trained clients on how to effectively present to the audience• Conceptualized and co-managed the creation of all User Group Connection marketing communications, including newsletters, datasheets, and website• Managed annual Apple User Group Advisory Council Conference- Coordinated speakers and Apple Executives; dignitaries included John Sculley & Steve Wozniak
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Manager, Operations & EventsUser Group Connection Sep 1992 - 1995
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Senior CoordinatorApple Jun 1991 - Sep 1992Cupertino, California, Us
Carmela Z. Robertson Skills
Product Marketing
Marketing
Strategy
Program Management
Management
Integrated Marketing
Demand Generation
Marketing Communications
Lead Generation
Enterprise Software
Multi Channel Marketing
Go To Market Strategy
Event Management
Trade Shows
Product Management
Leadership
Strategic Partnerships
Event Planning
Saas
Public Relations
Sales
Project Management
Cross Functional Team Leadership
Creative Direction
Salesforce.com
Team Building
Cloud Computing
Social Media
Carmela Z. Robertson Education Details
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University Of California, DavisPsychology
Frequently Asked Questions about Carmela Z. Robertson
What company does Carmela Z. Robertson work for?
Carmela Z. Robertson works for Freelance
What is Carmela Z. Robertson's role at the current company?
Carmela Z. Robertson's current role is Enjoying retirement, however open to consulting..
What is Carmela Z. Robertson's email address?
Carmela Z. Robertson's email address is ca****@****now.com
What is Carmela Z. Robertson's direct phone number?
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What schools did Carmela Z. Robertson attend?
Carmela Z. Robertson attended University Of California, Davis.
What skills is Carmela Z. Robertson known for?
Carmela Z. Robertson has skills like Product Marketing, Marketing, Strategy, Program Management, Management, Integrated Marketing, Demand Generation, Marketing Communications, Lead Generation, Enterprise Software, Multi Channel Marketing, Go To Market Strategy.
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