Case 03Event strategy / Campaign integration

An event is a moment. A campaign is infrastructure.

Making Trade Shows Work Harder

I redesigned how trade shows functioned inside the marketing and commercial engine. IPPE became the model: one physical presence powering months of digital engagement.

Role

Global Marketing Manager, Anitox

Context

Anitox: a science-led, international B2B business serving the poultry and animal feed industries. Five years of work across regions, species, and production types.

Disciplines

Event marketing · Content development · Email · Sales alignment

Responsibilities

— Pre-show message planning
— Event lead magnets
— Influencer integration
— Post-show journeys and sales alignment

i. The business question

Trade shows were expensive, important, and isolated. Booth traffic was the measure, and follow-up was a scramble.

The goal wasn't foot traffic. It was measurable pipeline.

ii. The thinking

Message planning before show planning.

Narratives and offers were defined first, so every booth, asset, and follow-up reinforced the same story.

Lead magnets built to last.

Event-specific tools and content were designed to become evergreen assets.

Influencer lean-in.

Industry voices were integrated into the campaign narrative, not used as temporary reach spikes.

Follow-up engineered in advance.

Post-show journeys, content paths, and sales alignment were built before the event ever started.

iii. The work

20+ emails around IPPE alone, sent pre-, during, and post-show and segmented by audience and intent.
Multiple evergreen landing pages tied to IPPE themes, tools, and resources, plus 100+ social posts a year carrying show content.