An Award-Winning Experience Designed to Support Growth

From: Here, To: There was Mailchimp’s global user conference, designed as a journey that met marketers where they were and helped them envision what came next. The experience centered on exploration, experimentation, and growth, using thoughtful programming and intentional design to support marketers at every stage of their evolution.

Launched in London and expanded year over year, the conference returned for a second year in market and later entered Sydney as a new strategic region. This expansion marked a deliberate step toward building a scalable global platform and laid the groundwork for what later evolved into FWD.

Strategic Intent

From: Here, To: There was built as an early-stage go-to-market platform designed to reshape perceptions of Mailchimp and deepen engagement with both customers and prospects. I led the strategy to position the conference as a premium experience that delivered practical value aligned to business outcomes.

The program focused on attracting and engaging mid-market audiences through a connected narrative that demonstrated the strategic potential of email within a broader data ecosystem. Expansion into Sydney was a purposeful market investment, enabling regional learning, localization, and insight that informed future global scaling and the transition to a flagship conference model.

Customer-Centered Design

The experience was designed with strong customer and prospect empathy, tailoring content and engagement based on audience maturity, goals, and challenges. Programming balanced inspiration with application, equipping attendees with practical tools, real-world use cases, and clear success metrics they could bring back to their organizations.

To make AI tangible and accessible, I integrated an AI-powered humanoid robot Ameca into a main stage panel alongside human experts, positioning AI as an assistant rather than a concept. The discussion focused on using AI and automation to increase efficiency, support decision-making, and explore the future of marketing in a practical, human-centered way.

By prioritizing relevance, clarity, and meaningful interaction, From: Here, To: There created an environment that fostered trust, accelerated engagement, and supported long-term growth beyond the event itself.