Summary
Overview
Work History
Education
Skills
Websites
Affiliations
Timeline
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MICHEAL CENTER

Broomfield,CO

Summary

Dynamic Senior Global Events Marketing Manager with a proven track record at Scaled Agile, excelling in strategic planning and contract negotiation. Spearheaded successful marketing initiatives that generated significant leads and enhanced brand visibility. Expert in fostering sponsor relationships, driving impactful event experiences across diverse markets. Accomplished marketing professional with demonstrated success developing and implementing strategic approaches to drive market growth and bottom-line profitability. Strong communicator with natural leadership talent and high energy. Impactful and successful manager, talented in building teams and motivating personnel to new levels of performance.

Overview

31
31
years of professional experience

Work History

Senior Global Events Marketing Manager

Scaled Agile
Boulder, Colorado
04.2018 - 05.2025
  • Managed Scaled Agile’s participation in up to 19 annual Tech Industry events. Negotiated contracts, developed marketing promotions, and managed booth staff in Europe and the United States.
  • Coordinated and managed European Road Show series, showcasing SAFe throughout Europe.
  • Designed the Scaled Agile Booth for all conferences, including the SAFe Summit.
  • Lead the events team for SAFe Day Government, an annual conference in Washington, DC, for federal government employees and contractors.
  • Established a trade show process for Scaled Agile that delivered consistent return on investment in the form of marketing-qualified leads.

Senior Events Marketing Manager

Showware Event Solutions
Montreal, Quebec
03.2017 - 03.2018
  • Coordinated RFP and proposal responses for prospective clients, including onsite presentations.
  • Conducted market research to identify prospective clients for sales staff event portfolios.
  • Created strategies and budgets for marketing activities, encompassing social media and live events.
  • Negotiated event contracts and vendor services to optimize costs.
  • Delivered marketing services to clients for pre-event attendee acquisition efforts.
  • Scored industry event leads to develop marketing-qualified action plans for sales team.

Executive Vice President

Brolly Event Solutions
Centennial, CO
07.2009 - 03.2017
  • Created new Inbound Marketing Department as part of the pivot from a niche distributor trade show business unit to full full-service event technology company, serving multiple markets from Fortune 500 to mid-size independent companies.
  • Expanded account base from traditional foodservice vertical to 8 additional vertical markets in mid-channel distribution.
  • Increased Brolly brand awareness through a coordinated inbound marketing program on a limited budget that generated 324,000 impressions and 4 new account contracts in the first 2 months of the campaign. The average contract value is more than $65,000.
  • Coordinated product development and client event implementation with technology partners, including Core-apps, Wrist & Global Barcode, and Showcase.
  • Conducted C-level sales and marketing presentations to prospective clients in 9 vertical markets.
  • Motivational and Training Speaker, crowdsource presentation winner at Event Tech Live in London.
  • Developed marketing events and trade show strategies for the company’s participation in PCMA, CEFA, ASAE, XDP, and IAEE conferences.

Trade Show Division Director

Data Connect Corporation
Centennial, CO
01.2006 - 01.2009
  • Launched first sales and outbound marketing plan with direct sales activity. Achieved market penetration in 7 of the top 10 distributors within the ID top 50 foodservice distributors.
  • Designed sales and marketing strategies, which included integrated sales scripts for the Outbound Call Team, sales presentations, and pricing plans.
  • Coordinated and managed the annual Marketing Users Conference for the company.

Marketing Director

Shamrock Foods Corporation
Denver, CO
01.1994 - 01.2006
  • Managed $2.3 million marketing budget for the Colorado division.
  • Oversaw the successful development of a marketing data platform for vendor performance measurement.
  • Managed all vendor relationships for marketing programs and special events.
  • Negotiated multiple vendor marketing agreements, resulting in higher profitability for the company.
  • Managed all sport venue activity at the Denver Broncos, Colorado Rockies, and Pepsi Center suites. Coordinated promotions and customer participation at over 200 games and events annually.
  • Organized and managed multiple trade shows in the Rocky Mountain West on behalf of the company. The shows averaged between 100 and 300 booths and generated more than $17 million in sales annually.
  • Conducted annual international restaurant tours for 175 customers and staff. Coordinated travel plans, venue selection, and marketing for the events. Also, managed numerous domestic incentive events for sales and customer promotions. Supervised on-site ground suppliers during events in England, Italy, Ireland, Hungary, Switzerland, the Netherlands, Mexico, and Hawaii.

Education

Master of Business Administration -

University of Phoenix
Denver, CO

Bachelor of Science - Psychology

University of California, Santa Cruz
Santa Cruz, CA

Skills

  • Strategic and tactical planning
  • Sponsor relationship management
  • Event marketing development
  • Contract negotiation
  • Financial reporting and P&L management
  • Competitive analysis
  • Budget oversight
  • Digital marketing strategies
  • Vendor management
  • Public speaking and PR representation
  • Data-driven event marketing
  • Lead retrieval program design
  • Social media management: Facebook, Twitter, Instagram, Snapchat, YouTube, LinkedIn, Shapr
  • Analytics and tools: Salesforce, Slack, Hubspot, Google Analytics,
  • Software proficiency: MS Office Suite, Adobe Creative Cloud

Affiliations

  • SAFe Certified Agilist
  • Member, International Event and Exhibitors Association
  • PCMA
  • ASAE
  • Member, Critical Connect Charities
  • Member Colorado Festival and Events Association
  • USSF Soccer Coach and Referee
  • Korn Ferry Tour Course Marshal

Timeline

Senior Global Events Marketing Manager

Scaled Agile
04.2018 - 05.2025

Senior Events Marketing Manager

Showware Event Solutions
03.2017 - 03.2018

Executive Vice President

Brolly Event Solutions
07.2009 - 03.2017

Trade Show Division Director

Data Connect Corporation
01.2006 - 01.2009

Marketing Director

Shamrock Foods Corporation
01.1994 - 01.2006

Master of Business Administration -

University of Phoenix

Bachelor of Science - Psychology

University of California, Santa Cruz

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