Bringing Multiple Brands Together Under One Customer Experience

For two consecutive years, I led the planning and delivery of a major B2B trade show presence for a global lighting company, bringing multiple brands, products and internal teams together around one customer experience.

ROLE: Field & Integrated Marketing Lead

FOCUS: Trade Shows · Customer Experience · Sales Enablement

CATEGORY: B2B Lighting

PERIOD: 2025-2026

THE STARTING POINT

A major industry presence had become fragmented across separate brand experiences.

Historically, different parts of the portfolio showed up in separate booths across the trade show floor. Customers and specifiers could engage with individual brands, but the overall experience did not clearly show how the broader portfolio fit together.

The opportunity was to create one more connected experience that made the portfolio easier to understand while still giving each product category and brand a clear role.

  • leading the program

  • 2026 program budget

  • planning and delivery

THE APPROACH

The experience was designed around one connected customer journey.

The 2026 program consolidated the portfolio into a single 40-foot footprint that guided visitors through different lighting applications, from indoor and architectural solutions to outdoor and façade lighting.

Interactive controls allowed visitors to experience connected lighting solutions in real time, while the overall layout gave architects, lighting designers and specifiers a clearer way to move through the portfolio.

Behind the physical space was a six-month planning process connecting strategy, product storytelling, Sales readiness, production and onsite delivery.

Experience

Customer journey + product story

Execution

Budget + vendors + production

Field Readiness

Sales enablement + onsite delivery

WHAT I LED

I defined the event approach and audience experience, led weekly planning across Customer Experience, Graphic Design, Product, Sales and Marketing teams, managed the $200K budget and external booth partner, coordinated product and field readiness, and oversaw setup and live delivery onsite.

The work also included product samples, timelines, troubleshooting, social promotion and making sure the Sales team had what they needed to represent the portfolio clearly when customers arrived.

WHAT IT BUILT

A fragmented trade show presence became one integrated portfolio experience.

The program gave customers a more connected way to explore the company’s offering and gave Sales a stronger environment for product conversations.

Qualified opportunities generated through the event continued progressing through the sales pipeline after the show.

Building something worth talking about?

Let’s turn the idea into a clearer strategy and stronger customer experience.

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