Event Marketer Spring 2023 - 64

S ROSEN
arah
CURRENT POSITION: Director-Flagship Events and Global
Sponsorships, Dell Technologies
DREAM TEAM TITLE: Senior Director-Portfolio Planning
WHY WE WANT HER: With a marketing generalist
mindset, she connects the dots to
drive efficiencies and innovation.
An all-around career marketer who entered
the events side of the organization five years ago,
Sarah Rosen believes that through strategic integrations,
" operational rigor, " and a healthy dose
of data, marketers can set wheels in motion that
will help them succeed and exceed expectations
in these challenging yet exciting times for the
industry.
" When big, worldly shifts happen, when our
conditions change, that's the best time for innovation, "
Rosen says. " I've encouraged this on my
team and with our leadership that, yes, we need
to deliver on the business, we need to integrate,
we need to be operationally sound, but we'd be
remiss to not bring some new ways of thinking
to how we approach brand experiences. "
In
her 13 years at Dell Technologies,
Rosen has touched a variety
of roles in the business, including
sponsorship, brand marketing,
online, field marketing, creative,
global campaign planning and,
most recently, b-to-b event marketing.
As director of global flagship
programs, she leads a team
of program managers who oversee
many of the brand's flagship
experiences at industry events
like SXSW and CES, which the
organization leverages to launch
products or make
large-scale
announcements.
64
She recently
inherited the corporate sponsorEVENT
MARKETER SPRING 2023
ships team and is working on aligning the two.
Colleagues
say Rosen is passionate about
building relationships across the business and
" connecting the dots to help our experiences
reflect our brand values and core messages. "
Amid the pandemic, she helped build a tiger
team to address issues impacting the business
due to the cancellation of all in-person events.
Those efforts led to a global, company-wide
event stakeholder community that shares
ideas, best practices, technologies and research.
Among the results of this work was the implementation
of a custom events management platform
shared across the organization, and the
creation of a digital playbook and operational
framework that is still in use, and frequently
updated, today.
" We would say this in any briefing or any kind
of pitch where we would show this playbook or
have discussions with teams who were making
the switch to digital, to be brief, be brilliant and
be gone, " Rosen says. " And I think that's still true
today in the digital space. "
Rosen is applying the same lens the teams
looked through at the height of the pandemic to
events in person moving forward. " People desire
to engage and connect in person where they can,
but where someone used to go to three or four
trade shows a year, they're maybe going to one to
two now, " she says. " It's more competitive, and I
would say the methodologies in
which we bring them to life are
also more competitive. "
To that end, her team and the
larger organization is investing
more in owned experiences to
tailor the customer experience,
a move that maps back to the
organization's post-pandemic
charge to be more " intentional "
with budgets and time. The team
recently picked up awards for its
Alienware Update series designed
to position the gaming laptops
and desktops maker as a " lifestyle
brand " within the gaming industry.
Not surprisingly, " innovation
and results, " were specifically
called out in the recognitions.
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Event Marketer Spring 2023

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