Connections is one of Salesforce's flagship events — a Chicago-based conference targeted toward marketers and commerce leaders, bringing together customers, prospects, and industry innovators. Over the years, my involvement with Connections has grown from crafting individual design elements to leading creative direction across the entire event experience. Whether the event lived online or in-person, I played an integral role in shaping how it looked, felt, and came to life. Let's take a look at the journey…
Connections, over the years…
Connections 2026
For Connections 2026, I contributed to the development of the CDP Café — a fully immersive activation that brought Salesforce's next-generation platform products to life. Attendees could explore hands-on product demos and interactive digital experiences to learn about Salesforce's Customer Data Platform, then cap it off with a custom coffee from the in-booth café bar. The experience was designed to make complex data concepts feel approachable and memorable — turning product education into something attendees could genuinely enjoy.
Connections 2024
$153.4M
Marketing Driven Pipe
For Connections 2024, I stepped into one of the lead creative roles for the event, serving as an Art Director and owning the planning, design, and execution across all aspects of the experience. I partnered with lead creatives to drive the overarching creative concept and theme, then brought it to life through a campus-wide kit of parts — from the Registration Wall and badge designs to uniforms and print. I led Demand-Gen creative, overseeing promotions, web pages, and Salesforce+ creative, and collaborated with events operations teams on the mobile app and interactive map. I also developed onsite activations featuring TikTok and Yeti, supporting Commerce, Marketing, RCG Creative, Events, and Commerce PMM teams throughout.
Connections 2023
For Connections 2023, our second largest event of the year in Chicago, I was an integral part of planning, design, and execution of all aspects of the event. I collaborated with lead creatives to develop the creative concept and theme ("Customer Love"), then brought it to life across a campus-wide kit of parts — from the Registration Wall and badge designs to uniforms and print. I led Demand-Gen creative, overseeing promotions, web pages, and email designs, and developed onsite activations featuring TikTok and Yeti. I also collaborated with the events operations team on the mobile app and interactive map, and worked with the Salesforce+ creative team on streaming graphics and promotions.
Connections 2022
In 2022, in-person events came back with Connections in Chicago. The event spotlighted customers and product capabilities, featured metaverse avatars and Team Earth initiatives, and closed with a One Republic concert. I designed and edited our CMO's main keynote, collaborating closely with executives to ensure an exceptional presentation. For the Commerce Cloud booth, I partnered with Crocs to build out an immersive storefront showcasing their customer story — complete with a fashion show and executives sporting Crocs on stage. I also developed the creative concept and designed all printed signage for the attendee concert.
