Yaz Koval
Senior Director, Uki Strategic Event Experiences and Audience Engagement @Salesforce
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WORK HISTORY
Senior Director, Uki Strategic Event Experiences and Audience Engagement @Salesforce
London, GB
Highlights-Delivers biggest strategic event (World Tour London) outside of North America (Dreamforce), World Tour London, avg YoY growth on audience 6% and marketing pipegen 10%-Lead strategic event programming across the UKI region, aligning with GTM and audience engagement priorities. Strategic events contributes 20% of the overall marketing pipegen #-Lead outsourced field event programming c60+ events, enabling the in-house team to scale creating further impact for the region (in house events team only 3 FTE’s)-Built and delivered (now in its 3rd year) outsourced sales-led hospitality program; compliance, supplier mgt, ensuring control on T&E budget-Leading across field and strategic event audience engagement for both in-person and on demand; audience segmentation, channel strategy, data segmentation and analysis, delivery, tracking and follow up-Regional and global cross-functional planning with senior Sales, Product, and Marketing.
EDUCATION
University of East Anglia
BA, French & Marketing
SKILLS
ABOUT YAZ KOVAL
Award-winning Event Marketing Leader with 15+ years’ experience leading high-impact B2B events across EMEA. Proven success scaling Salesforce’s UKI event program from foundational campaigns to strategic, C-level experiences, generating over $100M in sourced and influenced pipeline. Known for developing immersive brand experiences, building and mentoring high-performing teams, and delivering innovation across physical and digital formats. Trusted advisor to Sales, Marketing, and C-suite leaders. Strategic thinker with a bias for execution. Specialities: Event management, complex project management, budget management, senior client relationships, team leader, talent management, leadership, process re-engineering, communication strategies, incentive programs, extensive venue knowledge.
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