Christa Robbins, Cmp, Cmm Email & Phone Number

Houston, Texas, Us

Founded in1980 and with 6,000 employees today, BMC helps customers run and reinvent their businesses with open, scalable, and modular solutions to complex IT problems. Build and implement company-wide event strategy and lead corporate events to design trade shows and in-person events that reset the company’s perception, build awareness, generate leads, and increase account expansion and renewals. Reporting to the VP of Brand and Communications, guide a team of 1 Senior Event Lead, 2 Event Leads, and 1 Event Coordinator.- Developing strategic initiatives designed for transparency within the organization, consistency across experiences, and a balanced mix of events. Establishing global view of BMC events, event hierarchy and support model, and templates for planning and execution for each event tier. Designing overall event portfolio that aligns to business goals (purpose), attendee persona, and outcomes. Defining KPIs and metrics by purpose, performing quarterly events audit, and tracking and report outcomes. - Leading Corporate Events, including top-tier tradeshows, Sales Kickoff, annual User Conference and Roadshow series, and Sales Incentive. Building efficient processes to kickoff planning, identify roles, stakeholders, and workstreams, set objectives, define tactics, and measure outcomes.- Establishing company-wide Events Council to set governance, global alignment, and a consistent attendee experience across all BMC events.

South Jordan, Ut, Us

With 1,800 employees, Ivanti makes the everywhere workplace possible with a SaaS platform to find, fix and protect all devices on an organization’s network. Hired to develop the strategy for global events and to design event experiences to grow revenue, raise awareness and retain customers. Reporting to the VP of Experience Marketing, managed a Senior Events Manager and Events Coordinator. - Built the 2023 global events strategy. Realigned event investments to sales targets and created an event scoring system that identified the top strategic shows across the business. Designed a planning system for Tier 1 (Strategic), Tier 2 (Regional Marketing), and Tier 3 (Self-Serve “Booth in a Box”) events, set the 2023 sponsored events calendar, and allotted $5M in event budgets.- Implemented planning system for annual sales kick-off, sales incentive, and user conference events, with streamlined processes and templates and better communications, timelines, agendas, and summary decks. - Created new sponsorship offerings for the user conference with packages and pricing that let us triple the previous year’s target. - Launched RFP process for event technology upgrades.

Foster City, California, Us

Coupa is a global technology platform for Business Spend Management aligning Supply Chain, Finance, Procurement and IT for efficiencies. With 2,500 employees, they had just acquired Llamasoft for $1.5B for their AI-powered supply chain software and were in growth mode.Managed 4 Senior Event Managers focused on planning and executing user conferences in North America and EMEA, building event strategy for consistency across all global events.- Defined strategy, set KPIs and led planning and event teams for 3-4 day Inspire global community conferences in Las Vegas and Berlin, with up to $5M budgets and more than 2,500 attendees, with in-depth training, keynotes, multiple attendee breakout tracks, expos and social networking activities.- Created attendee journeys for prospects, first-time customers and multiple-time attendees, as well as executives, to build tailored experiences for each group.- Introduced an executive track that attracted a 100-person C-level audience with exclusive sessions and networking.- Revamped sponsorship program packages and pricing, increasing sales by 50% to $2.3M.- Initiated registration revenue tracking to calibrate timing and pricing tiers, adding promotions and coupons to influence registration revenue.- Developed Trail Maps for 5 conference tracks (Supply Chain, Procurement, Finance, IT, C-level), suggesting agendas, sessions and sponsors to ensure attendee experience delivered as promised.

Pleasanton, Ca, Us

Veeva is a cloud-based system for bringing products to market for the pharma and life sciences industry. They had 4,000 employees and a goal of 10,000 by 2025 when I was hired.Reporting to the CMO and on the senior marketing leadership team, managed 4 direct event reports and led cross-functional teams on the design, strategy and operational execution of large-scale events including two annual Summit user conferences with $3M budgets and 3,000+ attendees and bringing logistics in-house for the annual GTM Field Kick-Off meeting.- Split the 2019 Summit into 2 separate conferences, a Commercial Summit and an R&D Summit, to align with the business structure, and negotiated contract revisions that reduced venue fees by $125K.- In 2020, had 6 weeks to pivot the annual conference to a virtual event. Revised strategy to deliver content via virtual, live and on-demand pre-recorded webinars, and small online networking groups. Negotiated hotel cancellation fees and reduced liability to 25% of committed costs.- Managed long-term North America events strategy and negotiated multi-year venue contracts, visiting and evaluating Tier 1 and Tier 2 cities for space, accessibility and resources, projecting attendance and budgets, and sourcing and contracting multi-year agreements across multiple venues.- Created attendee journeys with personalized agendas and recommendations. The new event strategy increased “highly satisfied” ratings by 20% overall and 24% for an expanded evening event, which went from 60% attendance to 80%.- Revamped plans for 2019 Field Kick-Off to adapt to a major last-minute agenda change for 800 people with 10 simultaneous tracks, requiring changes to food & beverage, room setup and audio-visual.- Saved $187K by bringing logistics in-house, allowing more control of event details and execution, and provided new training and templates for the team on efficiencies and planning.

Troy, Mi, Us

Plex is a cloud ERP that manages the manufacturing process and supports production, inventory, supply chain management, quality, accounting, sales and HR. (Acquired by Rockwell Automation in 2021.)Reporting to Director of Integrated Marketing, led cross-functional teams for annual PowerPlex User Conference with 1,000 attendees and a $1M budget. Led logistics including registration, food & beverage, housing, transportation, space planning, branding, expo area, ancillary events and mobile app.- Analyzed attendee demographics to inform the attendee profile and session formats. Updated pricing strategy and sponsorship offerings. Grew 2016 PowerPlex registration 35% and revenue 43%.- Took on Sales All-Hands (500 people), Plex Elite (sales incentive trips), and Sales Leadership Team meeting planning, allowing cost savings through holistic event planning. Restructured quarterly company All-Hands meetings to virtual, saving $400K in travel and $40K in meeting expenses.- Implemented Smart Meetings Management Program, integrating strategy and data into the planning process. Developed a 4-year strategic growth plan.- Received Leadership Awards in 2017 and 2018, department Collaboration Award in 2017 and company Transformer Award in 2018.

Event management company MFactor specializes in tech company user conferences, sales conferences, incentive trips and bespoke events.One of 4 Senior Events Managers, I created and managed truly “wow” events, partnering with clients to develop and execute domestic and international conferences, kick-offs and member retreats for groups from 50 to 3,000 with budgets upwards of $2M.- Conducted national and international site searches and hotel contract negotiations; created invites, teasers and conference materials; developed registration websites and reports; and collaborated with clients on sponsorship programs. Worked with hotels and vendors to plan and execute.- Orchestrated once-in-a-lifetime sales incentive moments including island jeep scavenger hunts, medieval castle gala dinners, private dinners in remote locations reached by helicopter and recreating Van Gogh's Starry Night through an immersive dinner experience.- Implemented innovative event technology tools including producing an early mobile app from RFP to vendor selection to launch, monetized with sponsorship opportunities and integrating networking, an interactive agenda, social media and gamification into the experience; the result provided upleveled data on attendee activity and influences.

Activant was a tech company specializing in business management software for retail and wholesale distribution. It acquired Epicor in 2011 and took on the Epicor name.Planned and executed more than 100 trade shows and 30 events including the annual user conference and sales kick-off meetings. Managed an events team of 3.- Developed an event planning infrastructure with a comprehensive Trade Show and Events calendar, standardized check-ins to set goals, share show information, define roles, communicate updates and share post-event summary; templates for project folders, planning documents and budgets; better organization for booth assets and swag; and clear criteria to score and track leads.- Revamped trade show booths for brand consistency, saving $35K a year on show services.