New Relic & PagerDuty IPOs
Branding, Positioning & Event experience
New Relic (2014), PagerDuty (2019)

Challenge:
Both New Relic and PagerDuty reached pivotal moments as they prepared to go public. Each needed to deliver a cohesive, memorable brand presence that not only impressed investors but also galvanized employees, customers, and partners. The challenge was to translate complex financial and technical narratives into compelling brand storytelling—while creating celebratory experiences worthy of a once-in-a-lifetime milestone.

Solution:
I worked closely with executive leadership and cross-functional teams to shape the creative and experiential direction for both IPOs. My role spanned branding, messaging, and live event activation, ensuring every touchpoint—from regulatory documents to the trading floor—reflected the company’s vision and culture.

Key contributions included:

• Leading design and production of S-1 documents, roadshow decks, and investor videos

• Partnering with the NYSE to orchestrate IPO Day branding, advertising, and on-site experiences

• Directing global watch parties and in-office celebrations to engage employees worldwide

• Overseeing photography and event documentation to preserve the milestone moment

Impact:
Both IPOs delivered a unified and powerful brand presence that elevated company visibility, built investor confidence, and celebrated employees. The creative work helped position each company as a trusted, high-growth technology leader while marking a cultural milestone that inspired pride internally and credibility externally.