The One Where I Created the Room Where It Happened

The problem: The industry was all about massive trade shows and expensive booths. Standing out and having the conversations we wanted to have was getting harder.

The remedy: Create an intimate executive event designed to bring industry leaders together instead of fighting for attention on a convention center floor.

The result: Attracted 20 C-suite industry executives, earned a Net Promoter Score of 74, and generated a 523% increase in social media impressions.

The details: The waste industry has no shortage of giant conferences where hundreds of companies compete for attention, conversations are rushed, and everyone somehow ends up in the same Vegas convention center. This was an opportunity to mix it up.

Instead of competing inside traditional industry event formats, I created an entirely new executive-level event designed to foster meaningful conversations among senior leaders in the waste and technology space while positioning the company at the center of those discussions.

I single-handedly developed the event strategy, managed execution, coordinated logistics, and curated an intimate experience focused specifically on bringing together high-level industry decision makers rather than casting a wider net with traditional large-scale event marketing.

The result was Waste Nexus: a private event that attracted 20 C-suite executives from across the industry and created direct engagement opportunities with some of the sector’s most influential leaders.

But the impact extended far beyond the room itself. I built a real-time event amplification strategy across social media, prioritizing live content coverage throughout the event to extend visibility beyond attendees and create broader industry awareness around the conversations taking place. The strategy paid off immediately, driving a 523% increase in social media impressions while significantly increasing engagement, clicks, shares, and follower growth during and after the event. Post-event engagement remained elevated the following week, proving the momentum extended well beyond the event itself.

The event also earned a Net Promoter Score of 74, validating both the attendee experience and the market demand for a more thoughtful alternative to traditional industry gatherings.

Team no more fluorescent conference halls!