Home | Katie Spell

About

My name is Katie Spell

I’m a senior event leader with 17+ years of experience building world-class conferences, multi-city roadshows, developer-community programs, executive experiences, and revenue-driving experiential events for high-growth B2B technology companies.

I specialize in translating brand vision and product story into immersive, human-centered event experiences. From 900-person flagship conferences to multi-market tour programs and intimate executive gatherings. I partner closely with executives, product teams, and go-to-market leaders to architect event strategies that strengthen brand leadership and generate meaningful pipeline and engagement.

My work spans strategy, creative development, attendee journey architecture, sponsorship experience, content programming, and full-cycle production. Whether I’m shaping a brand’s marquee annual event or expanding a company’s regional presence, I build experiences that resonate, inspire, and move the business forward.

SETTING THE STAGE FOR SUCCESS

FEATURED EVENT LEADERSHIP PORTFOLIO

NATIONAL PRODUCT LAUNCHES

Over a six-year tenure, I led the strategic planning and execution of a high-impact national event series, delivering 30 coordinated events annually across all U.S. territories within a concentrated two-month window. I owned the full program lifecycle—from defining the annual event strategy and creative themes to venue selection, targeted email campaigns, staffing logistics, and onsite execution.

By continuously refining the program’s structure, messaging, and execution model, this event series generated 44% revenue growth over six years, achieved with only a marginal increase in overall budget—demonstrating the power of scalable, well-orchestrated experiential programs.

FLAGSHIP CONFERENCES

I lead the strategic and experiential vision for Imagine 2025, partnering with executives, product leaders, sales, and creative teams to shape the brand narrative, content architecture, and attendee experience for Automation Anywhere’s flagship innovation conference.
Key contributions:

Experiential design & creative direction
Multi-track content programming
Cross-functional leadership across Sales, Product, CS, Brand, and ELT
Sponsor + demo experience design
Event analytics: engagement, registration velocity, ROI

INDUSTRY THOUGHT LEADER WEBINAR

INTERNAL COMPANY SUMMIT

I conceptualized and executed the inaugural lender-focused webinar at Qualia, devising a strategic promotional plan that incorporated a targeted email campaign and social media outreach. Despite relying solely on organic promotion, we surpassed our registration goal of 150 with an impressive 263 sign-ups, achieved a notable 39% attendance rate, and sparked meaningful engagement with over 1,100 accounts within a mere week of publishing the on-demand content. This success underscores the efficacy of a carefully crafted strategy and highlights the webinar's significant impact on our target audience.

I led the planning and execution of a Company Summit, a comprehensive in-person gathering for all internal employees to foster learning, collaboration, and camaraderie. I secured a prime hotel venue, negotiated favorable rates for event space and accommodations. I collaborated with management on presentation content and scheduling to ensure a cohesive program. Additionally, I designed personalized employee shirts and custom badges to create a professional conference atmosphere. The event's success was evident in its positive feedback and the unanimous desire for an annual recurrence.

PROFESSIONAL EXPERIENCE

SENIOR EVENT MARKETING MANAGER | AUTOMATION ANYWHERE

2024 - CURRENT

Lead strategic planning and execution for the company’s flagship Imagine conference and national Imagine on Tour program, driving experiential innovation, revenue influence, and AI-powered event operations.

GLOBAL MARKETING MANAGER | MODSQUAD

2023 - 2024

Took the helm of dormant email campaigns, breathing new life into them with strategic revamps and lead magnet ideas to rekindle engagement and foster meaningful connections. Aligning global event strategy with current campaigns to further the connections and interest before and after events.

US MARKETING MANAGER | M-FILES

2022 - 2023

Partner closely with N. America regional sales team to design and execute Event programs that generate leads, build contacts, and drive new business pipeline. Execute marketing campaigns that drive 2X marketing qualified leads and enable the sales team to meet its revenue goals.

SENIOR MARKETING MANAGER | QUALIA

2021 - 2022

Launched new Lender product as the Product's Field Marketing Manager. Developed event roadmap with National and Association level events within 2 months of onboarding. Worked on small team of marketers to create the GTM strategy and campaign.

DIRECTOR OF MARKETING | MLC CAD SYSTEMS

2015 - 2021

Orchestrated and executed multifaceted strategies that propelled the success of marketing operations with a holistic marketing approach. Responsible for in-person and virtual events, content creation, press releases, blogs, social media, and digital marketing campaigns for three product lines in 20 territories across the U.S.