Creating an immersive experience is what I imagine conducting an orchestra is like. Integrating multiple players, harnessing huge talent, yielding a singular, compelling experience for tens of thousands of people. It needs to be seamless, breathtaking and inspire awe in the casual listener and the most ardent fan.

I led a team of hardworking creatives and external partners to transform a large corner of San Francisco to deliver a heightened brand experience. starting with the physical look and feel, product activations & loyalty-enhancing experiences that include the social good of all. Next, was to transfer the experience around the world. This means synthesizing hundreds of creative people, product events and activities and to extend the unique experience of Dreamforce around the world. I managed up, down and sideways to ensure the success of Salesforce’s events, all without any special wand.