FWD: Mailchimp’s Flagship Global User Conference
FWD is Mailchimp’s flagship global user conference, designed as a high impact experience that brings thought leadership, brand, product, and strategy together in one intentional moment. In its second year in Sydney and third year in London, the conference grew year over year in both scale and ambition, expanding attendance, elevating production value, and reinforcing its role as a core brand and pipeline driving platform.
Formerly known as From: Here, To: There, FWD was rebranded and evolved into a clear strategic promise. The experience delivered clarity, momentum, and practical value, equipping attendees with insights they could immediately apply and share across their organizations.
Strategic Intent
FWD was built as a global go-to-market engine, not a one time event. I led the strategy to position the conference as a premium, immersive platform that reshaped market perceptions of Mailchimp from an entry level email tool to a sophisticated leader within the email marketing and data ecosystem.
The conference strategy focused on attracting and engaging mid-market prospects through a connected narrative that demonstrated email’s full potential when powered by data and integration. Programs were designed to support lead generation and pipeline growth through intentional touchpoints, product education, sales aligned conversations, and clearly defined post-event follow-up paths. Each year built on the last, allowing the conference to scale thoughtfully while maintaining strategic focus and regional relevance across EMEA and APAC.
Customer-Centered Design
FWD was designed with deep customer and prospect empathy, particularly for international audiences navigating complex marketing ecosystems. The experience prioritized practical education, real world application, and clarity, empowering attendees to confidently leverage Mailchimp and QuickBooks together to drive measurable impact.
Sessions and programming were intentionally designed to help marketers apply new skills, understand success metrics, and leave with clear next steps. By centering the experience on customer needs rather than brand agendas, FWD fostered trust, meaningful engagement, and long-term relationships that extended beyond the event.
Region:
EMEA, APAC
Year:
2025
The Experience:
Mailchimp Utopia
In a world where technology advances in harmony with humans, what does the future of email and marketing feel like?
This direction explores the future of email and its advancements in technology, visualized as a Mailchimp utopia. In this world, progress unfolds like an endless dreamscape, where technology harmonizes with the human spirit for discovery. Here, everyone thrives in a vibrant ecosystem of creativity and innovation, free from constraints of time.
This marketing realm redefines progress, transforming each moment into an opportunity for discovery and fulfillment, creating a future where possibilities are endless.
Marketing Lead, Strategy & Execution
As Marketing Lead for Go-to-Market Strategy and Execution, I owned the strategy and delivery of global user conferences, designing flagship events as high-impact GTM moments that drove brand elevation, lead generation, and pipeline growth.
I led the global conference GTM strategy across regions, aligning audience targeting, messaging, and success metrics, and partnered cross-functionally to enable sales engagement and post-event pipeline acceleration. I led global internal teams and external agency partners and was accountable for outcomes including attendance growth, engagement depth, sales meetings, and pipeline influence.