I've built a career around understanding both sides of the event equation - the business side that drives ROI, and the human side that drives connection. I combine structure, creativity, and strategy to design events that feel personal, but deliver measurable impact.

As co-founder of Connectiva (an event agency running 10-20 events/year, €300k+ budgets), I spent 4 years running a successful event agency - building great events, strong communities, and scaling operations. But I built the systems to measure our own event ROI internally. Then something clicked: our sponsors and exhibitors - the SaaS companies at our events - were struggling with the exact same problem. They couldn't prove their own events drove revenue.

That's the moment I realized the real opportunity. The market doesn't need another event agency. It needs companies to understand how to build event programs that actually drive revenue using proven systems.

So I left Connectiva to focus on what I'm uniquely positioned to do →

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Helping B2B SaaS transform events from cost centers into measurable growth engines by building event systems that connect strategy, execution, and ROI

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My

Story

I fell into events by accident in 2018. A friend mentioned a conference producer role, I interviewed, and within the first event, I knew this was for me.

In 2022, I co-founded Connectiva with my business partner. For 4 years, we built a successful event agency. We were good at execution. We built community. We grew consistently: 50% sponsor renewals, events scaling from 150→300 attendees without paid acquisition.

But here's what changed everything: I built systems to measure our own event ROI. I needed to know: which events were actually profitable? Which were just activity? I created dashboards, tracking frameworks, attribution models. I systematized everything.

Then I started talking to our sponsors and exhibitors - the SaaS companies exhibiting at our events. And I heard the same story repeatedly:

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"We run events, but we have no idea which ones drive revenue. We can't track ROI. We can't scale. We can't prove value to leadership."

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That's when it clicked → these weren't event production problems. These were systems and measurement problems. And I had already solved them for my own company.

So after 4 years at Connectiva, I left to focus on what I'm uniquely positioned to do: designing and owning event revenue systems for B2B SaaS.

My

Mission

Turn B2B event programs into intentional revenue systems, so every company can prove event ROI, execute globally, and scale without doubling headcount.

My

Approach

Event Revenue System

1. Design the 12-Month Revenue Roadmap

I analyze your portfolio, budget, and goals.

I define:

• Which events to run
• Why you’re running them
• What success looks like
• How they connect to pipeline

2. Own the Execution

Once the roadmap exists, someone needs to own it.

I step in as a fractional event lead to:

• Align marketing, sales, and RevOps
• Oversee tracking implementation
• Manage vendors and sponsors
• Deliver ROI reporting
• Adjust strategy quarterly

What I focus on: Events as measurable growth engines, not cost centers. Every event needs a clear business goal, ICP focus, and success metrics tied to pipeline, not just engagement or attendance.

My

Experience

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CONNECTIVA | Co-owner, Production Director 2022-present Built and scaled a B2B event agency specializing in banking and insurance sectors in CEE region. Full P&L responsibility, team leadership, operations, and system design.

Key achievements:

• Produced 30+ B2B events (25-300 attendees) with 50-100% margins across CEE region
• Managed budgets €300K+ and grew sponsor renewal rate to 50%+
• Managed distributed team across +3 countries, remote-first
• Negotiated partnerships with Marriott Group, Hilton, Maistra and IHG
• Built ERP workflows and implemented all operational SOPs </aside>

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