Challenge
PagerDuty needed to extend the impact of its flagship Summit into key global markets while creating a scalable, repeatable event model. The goal was to create a distinctive identity and scalable event framework that teams and partners could easily adapt for consistent global execution.

Approach
As Senior Director of Brand & Creative, I led development of the On Tour identity and creative framework, spanning keynote presentations, stage environments, signage, video, and digital assets. To ensure scalability, I directed the creation of a modular brand system and toolkit that balanced global consistency with local flexibility.

We built detailed workflows, asset libraries, and brand guides that empowered regional marketers to execute quickly and accurately. I also partnered closely with the Chief Product Officer on keynote storytelling to align the event narrative with the company’s broader platform story. My team and agency partners produced high-quality creative that elevated the experience for attendees, speakers, and executives alike.

Impact

• Successfully brought PagerDuty’s brand and platform story to thousands of customers worldwide

• Delivered a consistent, premium event experience across all regions

• Reduced production overhead and improved global efficiency through scalable systems

• Strengthened executive visibility and thought leadership through elevated keynote storytelling

• Established a repeatable global event model now core to PagerDuty’s field marketing strategy