Alicia Watson

About Alicia Watson

I build event strategies that don’t just look good on paper—they perform.I’ve led full-lifecycle planning for 65+ events with $1.5M+ in budgets, elevating engagement by 30% through smart strategy, seamless logistics, and strong vendor partnerships. By blending targeted content with data-driven insights, I’ve boosted event ROI and delivered a 47% lift in qualified leads—turning every event into a growth engine.

Experience

1. Senior Event Marketing Manager

   Fleetworthy

   Feb 2025 — Present

   Lead event marketing strategy and execution across a all trade shows, customer events, and executive experiences in the fleet technology and SaaS market.• Trade Show Execution: Plan and execute end-to-end presence at national and regional trade shows, managing booth design, AV, shipping, signage, and swag to ensure seamless logistics and high-quality attendee experiences.• On-Site Event Management: Serve as primary on-site lead for all major events — directing booth setup, staffing coordination, vendor management, and real-time problem-solving to ensure flawless execution and strong engagement with prospects, customers, and partners.• Cross-Functional Collaboration: Partner closely with Sales, Product Marketing, Customer Success, and Demand Gen teams to align event strategy with pipeline goals, campaign messaging, and revenue priorities.• Program Communications: Develop comprehensive event briefs, production timelines, and stakeholder communications to keep all internal teams aligned before, during, and after each event.• Budget & Vendor Management: Manage event budgets exceeding $2.1M annually, overseeing vendor negotiations, contracts, booth logistics, shipments, and production to ensure on-time delivery within scope.• Performance Tracking & Reporting: Track and report on key event metrics including leads generated, pipeline contribution, engagement levels, and ROI; produce detailed post-event reports with actionable recommendations to optimize future performance.• Operational Excellence: Build and refine repeatable trade show processes, documentation, and workflows that improve scalability and execution quality across the full event portfolio.• CRM & Lead Management: Manage event technology integrations including Salesforce CRM lead capture and marketing automation tools to support accurate data tracking, pipeline attribution, and ROI reporting.• Maintain master event calendar across departments to ensure strategic alignment and optimal scheduling.

Education

• University of Florida

  B.A., Political Science & Business

  1999 — 2003

Skills

• Sales
• Event Management
• Meeting Planning
• Fine Dining
• Weddings
• Employee Training
• Hospitality
• Catering
• Resorts
• Food & Beverage
• Customer Service
• Hospitality Industry
• Sales Management
• Hospitality Management
• Management
• Menu Development
• Hotel Management
• Banquets
• Hotels
• Trade Shows
• Restaurants
• Event Planning
• Culinary Skills