Benefit Cosmetics
Marketing Conference 2017
Role: Global PR & Events Manager
Overview: Spearheaded the full-scope planning and execution of a multi-day global summit, transforming corporate objectives into immersive brand experiences.
Attendees: 160 guests from over 40 countries
Location: W Hotel San Francisco, CA
Event dates: April 24-28, 2017
Key Responsibilities
Strategic Budget Oversight: Orchestrated master budgets to maximize ROI while maintaining a premium attendee experience.
End-to-End Production: Managed technical A/V execution, speaker presentations, and stage flow for seamless delivery.
Strategic Vendor Partnerships: Built and leveraged a network of high-quality vendors to ensure reliability and cost-efficiency.
Brand Identity & Collateral: Directed the creation of custom printed materials, creative designs, and themed wardrobe to ensure 360° brand immersion.
Hospitality & Logistics: Managed complex contract negotiations and execution for hotel blocks, meeting spaces, and full-scale catering.
Customized Recognition Programs: Designed and curated bespoke awards and high-end "swag" that reinforced attendee appreciation.
New & Noteworthy
High-Tech Interactive Team Building: Partnered with The Go Game to produce a large-scale, tech-enabled scavenger hunt, turning the streets of San Francisco into an interactive playground for strategic team bonding.
Cultural Heritage & Private Access: Secured a private, after-hours tour of the de Young Museum’s Summer of Love exhibit, providing executives with an exclusive, curated look at the art and history of the 1960s counter-culture movement, which ushered in the liberation of the 1970s (when Benefit was founded).
Celebrity Guest Integration: Orchestrated a surprise high-impact appearance by Fabio, managing talent logistics and "wow-factor" engagement to create a memorable, social-media-driven event highlight.
Silicon Valley Insider Access: Negotiated and managed a private, behind-the-scenes tour of Facebook HQ, offering attendees a rare look into the campus culture and operations of a global tech giant.
Legacy Culinary Experiences: Hosted a private, high-capacity dining event at Fogo de Chão, managing complex catering logistics and group hospitality in a premium Brazilian steakhouse setting.
Event Photos
Finale Party
Surprise Award
“Most Organized Marketing Conference Ever!”
— Annie & Maggie Ford Danielson, Global Spokespeople
Executive Feedback
“Clearly very good feedbacks from markets: very good contents, clear presentations and very good organization! Congratulations!”
— EVP Global Retail
“Big kudos to Andy for such a smooth organization and awesome conference!”
— Senior Director, Global PR & Communications