KRISTIN HORSTMAN
Linkedin.com/in/kristinhorstman
Summary
Global Experiential Marketing Leader with 15+ years of leading startup-to-enterprise conference and brand experience portfolios across technology and consumer sectors. Trusted to oversee signature customer events for Salesforce, Apple, and VMware, managing budgets ranging from $10M–$75M. Expert in translating executive vision into immersive experiences that drive revenue growth, stakeholder engagement, and global brand impact. Proven leader of distributed teams and complex, large-scale programs serving audiences of 200–75,000+ worldwide.
Overview
14
14
years of professional experience
Work History
Director of Client Relations
Visit California (Contract)
01.2023 - Current
- Contributed to driving $150B economic impact through strategic unification efforts.
- Serve as main liaison with California industry partners, delivering detailed information on engagement opportunities.
- Built and nurtured connections with C-Level industry stakeholders.
- Played a key role in formulating and executing initiatives aimed at highlighting California's appeal to tourists.
Head of Retail & Sales Events
Apple Inc. (Contract)
12.2024 - 08.2025
- Led Apple’s Retail and Sales Events portfolio within the Worldwide Conferences team, supporting flagship programs including WWDC, Retail and Sales Leadership Conferences, and regional product launches.
- Directed a distributed team of 6 FTEs and contractors, delivering global programs for retail and sales audiences of 200–5,000+ attendees.
- Managed a $10M global budget, overseeing contractor resourcing, RFPs, vendor strategy, and fiscal governance.
- Partnered with senior executives to align event strategy with business priorities, delivering immersive, brand-aligned experiences that drove engagement and organizational alignment.
Sr. Director, Head of Events & AMER Field Marketing
Lacework
01.2022 - 01.2023
- Led Apple’s Retail & Sales Events portfolio within the Worldwide Conferences team, supporting flagship programs including WWDC, Retail & Sales Leadership Conferences, and regional product launches.
- Directed a distributed team of six FTEs and contractors, delivering global programs for retail and sales audiences of 200 to 5,000+ attendees.
- Managed a $10M global budget, overseeing contractor resourcing, RFPs, vendor strategy, and fiscal governance.
- Partnered with senior executives to align event strategy with business priorities, delivering immersive, brand-aligned experiences that drove engagement and organizational alignment.
Sr. Director, Strategic Events
Salesforce
01.2016 - 01.2022
- Directed strategic planning and execution for Dreamforce, a top technology conference attended by over 170,000 people.Led efforts to plan and execute the high-profile Dreamforce event, boosting engagement and product visibility.
- Led led diverse teams across marketing, product management, and creative design to construct engaging customer experiences.
- Spearheaded budget management for events valued between $10M to $60M, ensuring efficient allocation of resources.
- Executed groundbreaking campaigns aligning events with eco-conscious priorities and audience interests.
Sr. Manager, Global Event Marketing
VMware
01.2012 - 01.2016
- Spearheaded strategic planning and execution of VMware's flagship events, including VMworld US, VMworld EMEA, and Partner Exchange.
- Coordinated internal and external cross-functional teams to align with event vision and objectives.
- Elevated attendee experience through innovative theme conceptualization and tiered execution.
- Oversaw substantial event budgets, optimizing operational efficiencies in logistics management.
- Developed impactful event experiences through venue branding, communications, and audience acquisition tactics.
Education
B.S. - Hotel & Restaurant Mgt.
Iowa State University
Ames, IATimeline
Head of Retail & Sales Events
Apple Inc. (Contract)
12.2024 - 08.2025
Director of Client Relations
Visit California (Contract)
01.2023 - Current
Sr. Director, Head of Events & AMER Field Marketing
Lacework
01.2022 - 01.2023
Sr. Director, Strategic Events
Salesforce
01.2016 - 01.2022
Sr. Manager, Global Event Marketing
VMware
01.2012 - 01.2016
B.S. - Hotel & Restaurant Mgt.
Iowa State University