Aisling McAuliffe
Director of Experiential Marketing @SIG SAUER, Inc.
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WORK HISTORY
Director of Experiential Marketing @SIG SAUER, Inc.
As Director of Experiential Marketing at SIG SAUER, I lead the strategy and execution of the company’s experiential marketing ecosystem—connecting brand experiences across live events, digital platforms, training environments, and social media. My focus is on building marketing programs that bring the brand to life while driving customer engagement, product adoption, and long-term community growth.I oversee global trade shows, brand activations, and corporate events, along with the marketing strategy for the SIG SAUER Academy and Experience Center. This includes driving course enrollment, memberships, retail traffic, and hosted experiences that connect customers directly to the brand. I also lead marketing strategy for the SIG CONNECT digital training platform, helping expand user adoption and engagement through integrated marketing and retail partnerships.In addition, I oversee corporate and sub-brand social media strategy across multiple platforms, managing content ecosystems that reach millions of customers annually. I lead cross-functional teams across events, trade shows, social media, and program marketing, while directing experiential support for flagship programs including ROSE by SIG SAUER, Legion, and Off-Duty. Through large-scale activations, global events, and integrated campaigns, my team works to create meaningful brand experiences that extend far beyond traditional marketing.
EDUCATION
Franklin Pierce University
Bachelor's degree, Marketing
ABOUT AISLING MCAULIFFE
I’ve spent my career building marketing programs that bring brands to life through real experiences.As Director of Experiential Marketing at SIG SAUER, I lead the strategy and execution of a broad marketing ecosystem that connects customers to the brand through training environments, digital platforms, social media, global events, and experiential activations. My work sits at the intersection of brand storytelling, community building, and product engagement, creating experiences that move beyond traditional marketing and allow customers to interact with the brand in meaningful ways.My team oversees marketing for the SIG SAUER Academy and Experience Center, global trade shows and brand activations, corporate and sub-brand social media channels, and the SIG CONNECT digital training platform. Across these channels, we focus on building immersive experiences that strengthen customer loyalty, expand community engagement, and support product adoption.What I enjoy most about experiential marketing is its ability to connect people directly to the brand. Whether it’s through large-scale events, hands-on training environments, digital engagement platforms, or social communities, the goal is always the same: create experiences that make the brand memorable and meaningful to the people interacting with it.I’m passionate about building strong teams, developing marketing systems that scale, and creating experiences that customers genuinely want to be part of.
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