Event Marketing & Brand Activation
Event Marketing
Targeting Audiences Around Events
Within her event marketing strategy, audience segmentation plays a critical role in ensuring every message reaches the right person at the right time. She begins by using Lusha to intelligently scrape and enrich data, identifying relevant contacts across target sectors. This data is then fed into HubSpot, where she builds segmented lists based on industry, job role, intent signals, and past engagement. These segments become the foundation for highly tailored campaigns — nurturing leads through automated email journeys, driving form conversions, and personalising event invites. She mirrors this segmentation across LinkedIn Campaign Manager and other social platforms, aligning paid and organic activity to maximise both reach and relevance. By turning raw data into actionable marketing, she ensures every touchpoint — whether email, ad, or social post — is timely, targeted, and part of a connected user experience.
Promoting Events from Start to Finish
She has led the end-to-end promotion of CI Group’s events, owning everything from strategy through to execution. Her role includes developing the campaign concept, building communication plans, writing ad copy, briefing creatives, setting up all automation workflows in HubSpot - from emails and reminders to confirmations, and connecting systems through Make.com to streamline the user journey. She has also supported Media Arts Lab (MAL) in distributing promotional materials and content for their global events, tailoring outreach to suit international audiences and adapting creative formats to maximise engagement across markets.
Event Marketing
For CI Group's 2025 CBE event in July, focused on AI innovation within marketing across the tech channel and retail sectors, MVG led the delivery of a comprehensive end-to-end campaign.
This includes a segmented VIP guest list for the exclusive in-person roundtable, as well as planning and executing a virtual event to extend reach. The campaign begins with targeted audience segmentation, followed by the creation of bespoke registration forms via HubSpot to capture and organise attendee data. She set up automated workflows through HubSpot and Make.com to ensure instant engagement with registrants, triggering confirmation emails and tailored follow-ups. She also designed and built the event website entirely in WordPress, handling the copywriting and briefing designers to bring the vision to life. The site now serves as a central hub for traffic, where users can register, download event content, and explore AI-led insights tied to the event theme. This journey was thought through and mapped out for every attendee, blending audience targeting, automation, and content strategy into a cohesive event campaign.
Brand Activation
B2B
As the marketing lead for this event, she was responsible from the sourcing/ scraping of target attendee data, to the complete website and landing page creation on WordPress. She coordinated closely with designers, briefing them on the specific formats and assets required, all developed under her direction and in collaboration with the digital department.
She owned the strategy from start to end- writing all briefs herself. The website was designed with lead magnets and a registration system that synced directly back to HubSpot, making her CRM expertise critical to the project’s success. She also worked with the design team to create a new brand identity that was reviewed and approved by key stakeholders across the business. Following the website launch, she led the creation of social media assets to build excitement and engagement among attendees leading up to the event.