I’ve had a key role in several Dreamforce events during my time at Salesforce. Dreamforce is the largest event that Salesforce puts on every year, bringing anywhere from 30-100K global attendees to San Francisco for an innovative conference. My involvement ranges from art directing customer activations to curating the entire expo hall, called the “campground”. I’ve led teams of people and collaborated with external agencies to execute these larger-than-life visions. Let’s take a walk (or drive on a vespa) down memory lane…
Dreamforce, over the years…
Dreamforce 2025
Campground:
30.2K scans
$1.5B ETOP
$10.2M MDP
$6.5M in MMA
MuleSoft:
7.5K scans
$95M ETOP
$213K MDP
$248K MMA
FeatureFest:
2K scans
$15.2M ETOP
$173K MDP
$15K MMA
I led and supported three different areas for Dreamforce 2025, a large step up in my involvement. I acted as both a creative lead and designer, sometimes at the same time. I developed and executed the creative direction for the expo hall, “Campground” as a whole, ensuring every square inch was used intentionally. Partnering with our product marketing team on the MuleSoft Build-A-Bear customer success experience helped us highlight how the product supports Build-A-Bears business. The Build-A-Bear activation garnered the most scans of any activation in Campground. From the ground-up, I created the first ever FeatureFest for the Release Marketing team, a music-festival inspired space to promote our latest product releases.
Dreamforce 2024
Lodge Village:
15K total scans
$12.6M in MDP
$2.5M in MMA
As the creative lead of Lodge Village for the second year in a row, I led a team of 10 designers, worked in partnership with strategic events directors, and GPJ to build this space. I mentored the future leaders of lodge village, developed the creative theme, design system, all print and digital signage, and adjusted for the launch of Agentforce in our brand and product. The lodges at Dreamforce are the areas where each product team can showcase, educate, and collaborate with customers, partners, and Trailblazers. They have a lot of traffic during the event, and it’s an incredibly important space for attendees.
In collaboration with my team, I curated every aspect of the space, including furniture selection, space allocation, and special activations to engage our customers in this area. Managing multiple teams’ leadership feedback and both creative and strategic event perspectives was a key part of making lodge village a success.
Dreamforce 2023
Lodge Village:
13.2K total scans
2.3K workshop attendees
1.4K Ask the Experts sessions
In my first year as the creative lead of Lodge Village, I led a team of 14 designers and worked in partnership with strategic events directors, and agencies to bring lodge village to life.
My team was tasked with developing a kit of parts and design system that felt both cohesive and unique for all of the lodge spaces, which represented multiple products, as they were positioned next to each other around the room. The entire space was meant to feel like a lagoon, so we worked on building out #LagoonLife by creating whimsical graphics, staging, lighting, and overhead fabrics.
In this leadership role, I developed the creative theme and design system for the space and did multiple rounds of critiques with my team of designers. I presented to executives consistently, sharing our progress. I pivoted quickly and was able to help my team implement feedback from executives throughout the process.
