Sofia Figueroa - Square

In this episode of Experiential Alchemy, Allie Galloway, Senior Director at Yahoo, shares her career journey from her early days as a music industry college marketing rep to leading high-impact experiential marketing teams. She offers insightful perspectives on the role of AI in event research versus human creativity, the power of market-specific event activations, and how leaders can empower their teams to succeed. Meet the GuestAllie Galloway is a Senior Director at Yahoo, where she leads experiential event strategy and execution. With a background spanning music promotion at Columbia Records and early mobile ad tech startups, Allie brings over 13 years of brand experience at Yahoo and AOL, combining deep production expertise with a passion for creative storytelling and team leadership. What You’ll LearnHow starting a career at an agency builds foundational grit, adaptability, and cross-industry production experience. The balance of leveraging AI for fast research while preserving human creativity and emotional connection in event design. Strategies for hyper-relevant event activations and swag, illustrated by Yahoo’s viral boot jack giveaway at South by Southwest. Insights into building distinct event environments at major global gatherings like Cannes Lions and CES. A leadership approach focused on protecting team milestones and creating space for individual wins. Creative lessons on art direction, intentional detail, and cultural discipline drawn from Kendrick Lamar’s "Not Like Us" music video. Instagram: @agencyeaLinkedIn: https://www.linkedin.com/company/agencyeaYouTube: agencyEA

Episode SummaryIn this live episode of Experiential Alchemy, recorded on-site during load-in at HubSpot UNBOUND, hosts Lucy Stratton and Rick Cosgrove sit down with HubSpot's Stephanie Kelch and Benja Juster. The conversation explores the strategic rebrand from INBOUND to UNBOUND, moving beyond a single marketing methodology to embrace a boundless, unstoppable GTM mindset. Steph and Benja share their distinct paths into experiential marketing, the power of complementary team strengths, and how intentional space design drives meaningful connections. Meet the GuestsStephanie (Steph) Kelch: Director of Global Experiential, Creative Production & Event Technology at HubSpot. With over two decades of experience starting from golf course banquets, into agency life and enterprise tech events, Steph leads event strategy, operational execution, and attendee-centered experiences. Benja Juster: Lead Creative Producer of Global Events at HubSpot. Coming from San Francisco's underground immersive art, festival, and theater scene, Benja brings an artistic storytelling lens to B2B events to turn corporate gathering spaces into engaging environments. What You’ll LearnFrom Methodology to Mindset: The vision behind transitioning HubSpot's flagship event from INBOUND to UNBOUND to represent a limitless go-to-market approach. Loop Marketing Realized: How HubSpot integrates its modern marketing playbook directly into event keynotes, messaging, and overall attendee journeys. Purpose-Driven Space Design: How structured exchange hubs—The Sync (role-based), The Sector (industry-based), and The Spot (community-based)—facilitate intentional networking. Tactile & Experimental Activations: A look at on-site experiences, including the Plasticity Lab (exploring neuroplasticity via interactive slime) and "The Unlock" (an NFC-enabled event story hunt). Diverse Strengths in Event Production: How combining corporate scale expertise with experimental festival backgrounds elevates experiential marketing output. Connect with UsWebsite: https://agencyea.com/contact/Instagram: @agencyeaLinkedIn: https://www.linkedin.com/company/agencyeaYouTube: agencyEA

In this episode of Experiential Alchemy, hosts Lucy Stratton and Rick Cosgrove sit down with Danielle Damiano Medeiros, Global Head of Tentpole Experiences, Events & Exec Engagement COE at LinkedIn. Danielle shares her unconventional path to high-level tech event marketing, detailing how her background in advertising, hospitality, and executive assistance shaped her agile leadership style. The conversation explores how physical brand activations fuel digital engagement, why experiential marketing is taking center stage in the era of AI, and how parenting refines crucial corporate skills.Meet the GuestDanielle Damiano Medeiros is the Global Head of Tentpole Experiences, Events, and Executive Engagement Center of Excellence at LinkedIn . With over two decades of multifaceted career experience spanning advertising (BBDO), media sales (ESPN), hospitality, executive assistance, and tech startups, Danielle brings a grounded, highly tactical perspective to large-scale brand experiences. She currently leads LinkedIn’s presence at major global industry events, including Cannes Lions, the World Economic Forum in Davos, and the IAB Newfronts.What You’ll LearnHow Non-Traditional Career Paths Build Event Superpowers: How working in executive administration and bartending sharpens time management, crisis control, C-suite communication, and hospitality instincts.Bridging IRL Activations with Digital Amplification: Strategies for extending the life and reach of physical events beyond the venue floor using tools like LinkedIn Live, Event Ads, and Thought Leader Ads.Leading from the Ground Up: Why true event leadership requires a "roll-up-your-sleeves" mindset regardless of agency or company size.The Rise of Experiential Marketing in an AI Era: Why audiences—especially Gen Z—are hungrier than ever for authentic, in-real-life connection and community.Leadership Lessons from Parenting: How raising a toddler teaches crucial professional skills like patience, prioritization, and managing high-stress situations.Connect With UsWebsite: agencyea.comInstagram: https://www.instagram.com/agencyea/LinkedIn: https://www.linkedin.com/company/agencyeaYouTube: https://www.youtube.com/@agencyEA

In this episode of Experiential Alchemy, hosts Lucy Stratton and Rick Cosgrove sit down with Barkley Dean, Vice President of Executive Experiences at Salesforce. Barkley shares his fascinating career progression from backpacking in Europe to licking stamps at a travel incentive company, eventually leading to high-profile roles on both the agency and brand sides of experiential marketing. He provides unique insights into how technology revolutions—from paper tickets to AI—are reshaping the industry and details what it takes to orchestrate flawless event experiences even when things go completely sideways behind the scenes. Meet the GuestBarkley Dean is the Vice President of Executive Experiences at Salesforce. With a career spanning nearly three decades, Barkley started in travel and incentive programs before transitioning to large-scale B2B conferences at agencies like George P. Johnson. For the past 15 years, he has driven experiential innovation on the brand side at Salesforce, navigating the massive scale of hallmark events like Dreamforce while maintaining a keen focus on marketing strategy, registration foundation, and cutting-edge attendee experiences. What You’ll LearnThe Value of Agency Foundations: Why starting your career on the agency side provides a broader understanding of operational processes, budgets, and brand diversity before moving to the client side.Technology as a Job Enhancer: How AI is redefining day-to-day event management roles by eliminating manual data analysis and freeing up time for human creativity and contextual strategy.The Power of Spatial Narrative: How mocking up physical floor layouts (like the Salesforce Campground) serves as a visual story that guides attendees naturally through a brand's ecosystem.Crisis Management Excellence: Crucial takeaways on how to pivot a stadium-level production in under 72 hours when unexpected back-end sabotage threatens an event.What Leaders Look For: Why longevity and depth within a role stand out on a resume over rapid "lily-padding" between companies.Connect with UsWebsite: agencyea.com Instagram: @agencyeaLinkedIn: Agency EA on LinkedIn YouTube: agencyEA

In this episode of Experiential Alchemy, we explore the "hero’s journey" of event production with Adam Walden, VP of Global Brand and Marketing at GitHub. Adam discusses how his background in acting and agency production helped him transform GitHub Universe into a story-driven, "Coachella-style" festival that prioritizes human connection and world-building over traditional tech conference tropes.Meet the GuestAdam Walden is the VP of Global Brand and Marketing at GitHub. With a career spanning from acting in New York to leading production at Gen Art, Adam brings a multifaceted "left-brain/right-brain" approach to experiential marketing. For the past eight years, he has spearheaded GitHub’s event strategy, focusing on how to blend technical depth with theatrical whimsy to engage the global developer community.What You’ll LearnThe Power of World-Building: Why the "intro" and "outro" of an event are just as critical as the main content for cementing memories.The "Boulder" Analogy: Navigating the transition from a year of meticulous planning to the high-speed, unpredictable reality of a live event.Personalization at Scale: How GitHub uses various session formats—from "Dungeons and Deployments" LARPing to hackable badges—to meet different learning styles.The Art of Wayfinding: Why "timing signage" and physical orientation are the most overlooked but essential elements of large-scale event design.Agency-to-Brand Transition: Lessons learned from moving from the high-volume production world to leading a global brand’s marketing strategyConnect with UsWebsite: ⁠agencyea.com⁠Instagram: ⁠@agencyea⁠LinkedIn: ⁠Agency EA⁠YouTube: ⁠Agency EA

In this episode of Experiential Alchemy, hosts Lucy Stratton and Rick Cosgrove sit down with Shawn Wagner, VP of Global Events at Hewlett Packard Enterprise (HPE). Shawn shares her unconventional journey from the Air Force to global event leadership, offering a behind-the-scenes look at how she keeps HPE’s flagship conference, Discover, creatively fresh while navigating the logistical complexities of large-scale experiential marketing.Meet the GuestShawn Wagner is the Vice President of Global Events at Hewlett Packard Enterprise (HPE). With a career spanning over two decades, including a "boomerang" return to HPE after stints at AWS and on the agency side, Shawn brings a unique perspective on client-side event strategy. Her background in the Air Force informs her focus on precision logistics, while her leadership at HPE emphasizes white-glove customer experiences and innovative brand storytelling.What You’ll LearnAvoiding the "Formulaic" Trap: Shawn’s process for running multi-agency RFPs to spark innovation and prevent flagship events from becoming stagnant.Underrated Event Drivers: Why peer-to-peer networking and guided tours are often the most valuable, yet overlooked, elements of a major conference.Measuring Success Beyond Survival: How HPE uses survey data, executive feedback, and internal incentive programs to celebrate team achievements.Navigating Budgetary Friction: Shawn’s strategies for maintaining a high-quality attendee experience in an era of rising costs and flat budgets.Connect with UsWebsite: agencyea.comInstagram: @agencyeaLinkedIn: Agency EAYouTube: Agency EA

In this episode, we explore how B2B brands can break traditional molds by showing up in consumer-centric spaces to drive deeper engagement. Guest Sophia Figueroa shares her unique experiential origin story and provides actionable advice for the next generation of creators navigating an AI-infused landscape.Meet the GuestSofia Figueroa is the Head of Experiential at Square. With over a decade of experience ranging from large-scale mobile tours to executional production, Sofia later earned an MBA from NYU Stern to bridge the gap between boots-on-the-ground execution and high-level business strategy. She is a leading voice in how global tech brands can leverage live experiences to create authentic connections.What You’ll LearnB2B in B2C Spaces: Why meeting business owners where they live bypasses traditional pipeline barriers.The Value of "Getting Your Hands Dirty": Why production mastery is essential for long-term strategic success.Brand Evolution: How Square’s refresh uses human-centric elements to create curiosity.AI in Events: Using automation to unload administrative tasks and free up creative brain space.Connect with UsWebsite: ⁠agencyea.com⁠Instagram: ⁠@agencyea⁠LinkedIn: ⁠https://www.linkedin.com/company/agencyea⁠YouTube: ⁠agencyEA⁠

Discover the unique creative philosophies behind some of the world’s most iconic brands as we sit down with Laura Parkinson, Global Head of Brand Experience at LinkedIn. From her early days at South by Southwest to leading experiences at Apple and Google, Laura shares how to humanize B2B environments and stay centered amidst the high-pressure grind of large-scale event production. Meet the GuestLaura Parkinson is the Global Head of Brand Experience at LinkedIn. With over 15 years of experience in Silicon Valley, she has built a career making brand experiences tangible and meaningful for Fortune 5 companies, including Apple and Google. Laura brings a wealth of perspective on maintaining creative excellence while executing seamless, streamlined brand moments on a global stage. What You’ll LearnThe Power of Human Connection in B2B: Why there is no longer a line dividing "corporate" environments from human ones, and how to meet audiences in their current mentality. Navigating Brand Cultures: Insights into the operational excellence of Apple, the playful playground mentality of Google, and the mission-driven connection at LinkedIn. Career Hustle and Resilience: How responding to a Craigslist post led to a career-defining start at SXSW and why you should never be afraid to speak up early in your career. Humanizing AI through Experiential: The role of live events in making complex technology like AI feel less scary and more understandable through real-life product demos. Staying Grounded Under Pressure: Practical rituals for mental and physical health, from the literal grounding of touching grass to the importance of modeling work-life boundaries for your team. Connect with UsWebsite: agencyea.comInstagram: @agencyeaLinkedIn: https://www.linkedin.com/company/agencyeaYouTube: agencyEA

In this episode of Experiential Alchemy, we sit down with Jimmy Knowles, the Global Head of Experiential at Canva, to explore his journey from producing iconic parades to building a global creative community. Jimmy shares how he transitioned from the agency world to the brand side and the strategic moves behind transforming "Canva Create" from an internal meeting into a worldwide creative celebration. Meet the GuestJimmy Knowles is the Global Head of Experiential at Canva, where he leads the brand's global creative activations and community-facing events. With a decade of agency experience at Civic Entertainment Group and an origin story that began with the Macy’s Thanksgiving Day Parade, Jimmy brings a unique blend of theatricality and strategic brand-side leadership to the table. He was recently recognized as one of Variety's New Leaders and a BizBash Industry Innovator. What You’ll LearnThe Power of Mentorship: How a job offer from the commencement podium at Ithaca College launched a career in large-scale event production. Agency vs. Brand Side: Key differences Jimmy discovered during his transition and how his agency tenure prepared him for the brand-side "beast". Scaling "Canva Create": The process of taking a safe internal company culture and scaling it into a vulnerable, high-stakes external global event. Fashion as Identity: Why Canva uses costuming and high-concept fashion to extend their brand visual identity on stage. Maintaining Human Touch: Jimmy’s perspective on the future of human-to-human connection in an increasingly AI-driven world. Connect with UsWebsite: ⁠agencyea.com⁠Instagram: ⁠@agencyea⁠LinkedIn: ⁠Agency EA⁠YouTube: ⁠Agency EA

In this episode of Experiential Alchemy, Rick + Lucy sit down with Dustin Callif, President of Tool of North America, to delve into his fascinating journey at the intersection of technology, content, and experience. From his early days in the dot-com era to pioneering innovative marketing strategies, Dustin shares how he transformed ideas into experiential realities. We explore the balance between cutting-edge technology and authentic human interaction, touching on standout projects like the interactive horror film "Take This Lollipop" and immersive campaigns for brands like Coca-Cola and LinkedIn. Join us as we uncover Dustin's insights on pushing creative boundaries and the future of experiential marketing. Tune in for an inspiring conversation that bridges the gap between technology and unforgettable experiences. Connect with UsWebsite: ⁠agencyea.com⁠Instagram: ⁠@agencyea⁠LinkedIn: ⁠https://www.linkedin.com/company/agencyea⁠YouTube: ⁠agencyEA⁠