Go-to-Market Strategy, Executive Communications, and Experiential Marketing
At MarketCounsel, I led marketing, communications, and experience design for the firm’s flagship annual event, The MarketCounsel Summit, over three consecutive years. The Summit was a high-profile national gathering of financial industry leaders (~300 advisors, with an average AUM of $750 million) and served as a core driver of brand visibility, thought leadership, and business growth for the firm.
I owned end-to-end go-to-market strategy for the event, beginning months ahead of each Summit with targeted email campaigns, promotional strategies, and audience segmentation to drive awareness and registration. I partnered closely with executive leadership to align event messaging with broader business objectives and ensure a consistent narrative across marketing, communications, and on-site experience.
The Summit website functioned as the central information and registration hub, designed to showcase top-tier speakers, clarify the event’s value proposition, and guide attendees through the registration journey. I also supported the rollout of a companion event app that encouraged participant engagement, simplified navigation, and enhanced the overall attendee experience.
In parallel, I worked directly with the firm’s retained public relations agency and the CEO to identify and pursue press and opinion opportunities tied to the event. This collaboration extended beyond standard press releases to include executive positioning, thought leadership placements, and media outreach designed to elevate MarketCounsel’s voice in the financial services industry.
On-site, I led the creative direction for a fully immersive event environment. The 70-foot main stage was designed as a wall-to-wall visual experience, with dynamic lighting that shifted throughout the day to simulate natural environments and high-detail cityscape backdrops that reinforced the event’s premium positioning. I also oversaw the design and production of all supporting collateral, including sponsorship materials, wayfinding signage, attendee credentials, sponsor booths, branded swag, and experiential touchpoints throughout the venue.
This work combined strategic marketing, executive communications, PR collaboration, and experiential design to deliver a cohesive, high-impact event that strengthened MarketCounsel’s brand, deepened attendee engagement, and supported long-term business growth.
