PagerDuty OnTour
Event branding & experience

Challenge
PagerDuty needed to extend the impact of its flagship Summit into key global markets while creating a scalable, repeatable event model. The challenge was to establish a distinctive brand identity for the new On Tour series and design operations, assets, and guidelines that enabled consistent delivery across regions by both internal teams and agency partners.

Approach
As Senior Director of Brand & Creative, I led the development of the On Tour brand identity and creative framework, spanning keynote presentations, stage design, signage, video, and digital assets. To scale the program globally, I:

• Directed creation of a modular brand system and toolkit that balanced global consistency with local flexibility.

• Built scalable workflows, guidelines, and asset libraries for regional marketers and agency partners to execute with speed and accuracy.

• Partnered closely with the Chief Product Officer on keynote storytelling to align with the company’s platform narrative.

• Directed cross-functional Brand Studio and agency partners to produce assets that elevated the overall attendee and speaker experience.

Impact
The On Tour series successfully brought PagerDuty’s brand and platform story to thousands of customers and prospects worldwide.

• Delivered a consistent, premium brand experience across all regions.

• Scaled execution through repeatable processes, reducing production overhead and empowering teams globally.

• Strengthened executive visibility and thought leadership through polished keynote storytelling.

• Embedded a reusable event model that is now a core component of PagerDuty’s global field marketing strategy.