Leadership Circle @ Google Marketing Live
Led the strategy and execution of Leadership Circle, the flagship executive track within the Google Marketing Live advertisers event, uniting 130+ top CMOs and agency leaders to candidly discuss industry challenges and celebrate marketing’s role in driving business growth.
The Brief
Establish Google as the most collaborative, strategic partner for business growth among top CMOs and agency executives, demonstrating deep empathy for their evolving challenges and a commitment to their long-term success during Google’s flagship Ads moment.
The Idea
Build on the 2018 pilot’s 90% favorability rating by leaning into what C-suite marketing leaders value most: learning from and connecting with one another. Position Google as the ultimate industry convener by creating an experience that was client-led, conversational, and white-glove.
The Experience
Curated an Exclusive Cohort of True Decision-Makers: Partnered with Sales leadership to establish rigorous invitation principles targeting the top brand and agency partners globally.
Made Clients & Visionaries the Stars of the Show: Featured four times the number of client sessions as 2018, spotlighting candid transformation stories and fireside chats with Kristin Lemkau (CMO, JPMorgan Chase), Marie Gulin-Merle (Global CMO, Calvin Klein), John Boiler (Founder & Creative Co-Chair, 72andSunny, with Google CMO Lorraine Twohill), and Joey Zwillinger (Co-Founder, Allbirds), anchored by Allan Thygesen (President, Americas).
Facilitated Intimate Peer-to-Peer Roundtables: Designed smaller, Google Sales-moderated roundtable sessions across four critical growth pillars (Measurement, Media, Mobile, and Video) to create a structured forum for candid top-to-top dialogue on shared challenges.
Delivered a Seamless, White-Glove VIP Experience: Created an intimate “event within an event” at the InterContinental San Francisco featuring bespoke lounge spaces, dedicated high-touch event coordination, personalized agendas, an exclusive cocktail reception, and VIP access to a private Katy Perry concert.
The Impact
Successfully strengthened executive perception of Google as a strategic partner and validated the peer-to-peer format across core KPIs.
of surveyed attendees agreed that they viewed Google as a “more collaborative partner” to their business based on their Leadership Circle experience
client attendees
events run in 2020 when the program pivoted to digital roundtables during the COVID-19 pandemic
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