Trisha Gouveia – Strategic Event Marketing Leader

Trisha Gouveia – Strategic Event Marketing Leader 
Welcome to my portfolio showcasing 15+ years of experience in global B2B event leadership. As a visionary marketing executive, I specialize in designing and executing first-party and strategic third-party event programs that drive measurable business impact. My expertise spans audience acquisition, brand awareness, customer engagement, and pipeline contribution through data-driven strategies and multi-channel marketing approaches.
About Me: Event Vision & Leadership Philosphy
Strategic Focus
I approach events as strategic business drivers aligned with sales objectives and measurable outcomes, not just experiences.
Data-Driven
Every decision is backed by analytics and insights to optimize event performance and maximize ROI.
Cross-Functional
Success comes from collaboration across marketing, sales, and executive teams with aligned goals and metrics.
Innovative 
I blend physical and digital experiences to create engaging moments that resonate with modern audiences.
Core Event Leadership Competencies
My approach to event leadership integrates these five core competencies to deliver comprehensive programs that drive measurable business impact.
Stakeholder Management
Effective stakeholder management ensures alignment across marketing, sales, and executive teams.
Analytics & ROI
Strong analytics capabilities enable data-driven decisions and clear ROI demonstration.
Team Leadership
Building high-performing marketing organizations and a culture of excellence and continuous improvement.
Operational Excellence
Guarantees flawless execution even in complex, high-pressure environments
Strategic Vision
Ties everything together—ensuring that all event activations support broader business objectives while creating meaningful connections with attendees.
Event Technology & Tools Expertise
Beyond just implementing tools, I focus on creating seamless ecosystems where technologies work together to enhance the attendee experience while capturing valuable data for business intelligence.
Event Management Plaforms
Cvent
RingCentral Events
Splash
Project Management
Asana
Monday
Trello
Smartsheet
Virtual Event Solutions
Zoom Events
ON24
RingCentral Events
WebEx Events
Marketing Automation
Marketo
Tableau
Eloqua
HubSpot
Customer Relationship Management (CRM)
Salesforce
Hubspot
NetSuite
AI Tools
ChatGPT
Claude
Gamma
Gemini
SellBigger
Spark
Client & Executive Testimonials
Niki Hall, Chief Marketing Officer
"Her creativity shines through in her event planning, and she always delivers experiences that engage and impress. Trisha is an asset to any team, and I highly recommend her for any event leadership role. She will undoubtedly excel and bring significant value to any organization."
Matt McGinnis, VP of Product, Industry & Solution Marketing
”Trisha is incredibly hard working, able to build strategies and drive tactics, and deliver with amazing quality and grace. During our time together, we tackled some of the biggest and most complex events and field market activities the company had ever had and delivered beautifully.“
Jayashree Rahab, Chief Marketing Officer
"What differentiates Trisha is her extensive experience, thoughtfulness, commitment, and ability to deliver an exceptional experience consistently. I was always impressed with her ability to juggle multiple projects and consistently deliver year-over-year results growth."
Portfolio
Case Studies
Building & Growing User Conference Post-Pandemic
Revamped Strategy
Created comprehensive approach to reignite interest in annual user conference post-pandemic.
Community Building
Launched regional meetups and digital experiences for year-round engagement. Culminating in the CX Community Hub.
Tiered Experiences
Introduced VIP networking and hands-on workshops to enhance attendee value.
4
CEO Award - September 2023
For reduction of expenses by $1M and growing attendance and sponsorship revenue.
User Conference Results That Drive Growth
35%
Attendance Growth
Year-over-year increase showing strong demand
$500K
Sponsorship Revenue
50% increase in revenue offset
$3.2M
Total Budget
Investment for 3,000 attendees at $1,066 each
$135M
MT Influenced Pipeline
Total amount of pipeline opportunities influenced during integrated campaign and event
$491M
MT Influenced Closed Won
Total amount of influenced opportunities closed within 6 months of event
CCW Las Vegas 2024 - Driving Business Outcomes at Industry Tradeshow
Strategic Executive Engagement
Hosted targeted CXO dinners at Nobu & Wynn for high-level relationship building.
High Impact Thought Leadership
Delivered main stage session with Alaska Airlines & US Radiology to showcase expertise.
Exclusive Customer Experiences
Created exclusive Sphere Experience and Analyst lunches with customers/prospects to deepen connections.
Media & Brand Amplification
Leveraged BYOT announcement to maximize industry visibility

CCW Las Vegas – Industry Tradeshow Results
123
Hot leads secured. Achieving 164% of target. 175% YoY.
20
Sales Accepted Opportunities within 5 days of show close.
$17M ACV
Influenced in 44 meetings booked. 183% of target.
#1 
Share of voice with 32%, surpassing the nearest competitor by 3.5%.
12
Original media stories, reach of 825.5 million unique viewers.
#1
Workforce Innovation of the Year award received.
30
Accelerated opportunities 10 days following the show.
50+
Event Net Promoter Score
Received the Hermes Platinum Creative Award – Tradeshow Booth - July 2024
TAM Growth Through Installed Based Field Marketing 
Identifed Whitespace
Partnered with Sales Ops to find untapped opportunities.
Leveraged Data
Used customer insights for upsell opportunities.
Created Playbooks
Developed effective sales enablement tools.
Implemented ABM
Built account-based strategies for key segments.
Targeted 200 opportunities with $30,000 budget and $12,500 average deal size.
Field Marketing & Business Impact Results 
Revenue Growth
Increased upsell revenue by 20% through targeted campaigns and personalized outreach to existing customers, directly impacting the company's bottom line.
Account Penetration
Improved account penetration rate by 27%, expanding the company's footprint within existing customer organizations and creating additional value streams.
Oranizational Alignment
Strengthened sales-marketing alignment through shared goals, coordinated campaigns, & improved communication channels, enhancing overall go-to-market effectiveness.
Digital Event Engagement Strategy 
Webinar Series Development
Created cohesive content journeys targeting specific customer segments with relevant thought leadership and solution insights.
Performance Optimization
Implemented data-driven approach to continually refine messaging, promotion tactics, and engagement strategies.
Integrated Marketing
Developed multi-channel promotion strategy combining email, social, paid media, and sales outreach.
Digital Event Engagement Results

Exceeded SalesTargets
135+ quality leads
Performance Optimization
8% increase through data-driven refinements
Integrated Marketing
37% above registration goals stemmed from aligning content, design, and promotion with clear business objectives
Webinar Series Development
By redesigning the webinar landing page and developing an evergreen landing page for webinars, extending the program's impact well beyond the live events.
Event Marketing Samples

Tools, Templates, Projects & Samples 
Automating Event Registration with Agentic AI
Project Context:
Current project to learn how to automate and use AI in the event marketing space.
Event Marketing Program Playbook
Long format of a playbook with measurement framework.
Event Brief Template
Short event brief presentation template.
Regional Event Strategy for Cold Account Engagement
Sample Plan Context: 
With a newly assigned sales team and a book of cold accounts, the goal is to support AEs in building relationships, starting conversations, and opening doors. 
Top 10 Trends in Event Registration Behavior (2024-2025)
Here are the Top 10 Trends in Event Registration Behavior based on the research across conferences, trade shows, branded events, and roadshows in North America.
Customer Experience Summit Content Strategy
Sample of a content strategy for a CX conference.
Key Performance Indicators for Event Marketing
A comprehensive guide outlines essential Key Performance Indicators (KPIs) for event organizers and marketing professionals.
Let the Gaming Begin Event Portfolio
Sample Portfolio Plan Context:
A comprehensive approach to diversity activations, highlighting key partnerships, educational initiatives, and industry engagements designed to nurture talent and showcase Intel's continued commitment to creating a more vibrant and diverse technology landscape for women in gaming.

Key Performance Indicators for B2B Industry Tradeshows
This guide outlines essential KPIs for B2B companies participating in industry tradeshows. These events play a pivotal role in brand positioning, lead generation, partner networking, and accelerating the sales pipeline. 



Contact
Let's connect and discuss how I can help your organization create high-impact experiences that drive measurable business results.
Email: trisha@marcomandevents.com
Mobile: +1-408-893-2606
LinkedIn: https://www.linkedin.com/in/trishagouveia/
Book a meeting: Trisha's calendly