Miro x AWS

AWS RE:INVENT: END-TO-END EVENT PRODUCTION AND STAKEHOLDER ORCHESTRATION

Project initiation and charter development · Work breakdown structure · Risk identification and contingency planning · RACI and stakeholder management · Executive outreach coordination · Vendor procurement and management · Real-time monitoring and corrective action · Lessons learned and knowledge transfer

Owned four interdependent workstreams as DRI for Miro’s AWS re:Invent activation, executive meetings, dinner, content, and logistics, shifting the partnership from transactional marketplace presence to strategic co-sell motion.

The gap
AWS re:Invent draws tens of thousands of senior decision-makers over one week. For Miro, the stakes were shifting from transactional marketplace presence to strategic co-sell, while generating pipeline and deepening C-suite relationships, across four interdependent workstreams at once, with no AWS attendee list to target and a sales team fully committed to Q4 closing.

What I built

  • Wrote the project charter, scope, success metrics, RACI, before any deliverable moved, with a full work breakdown structure across outreach, dinner, booth, and partner briefings.
  • Built risk and contingency planning in from day one: attendee cancellations, no AWS-provided list, and outreach at scale without pulling sales off Q4 closing.
  • Aligned four distinct stakeholder groups: co-ran personalized C-suite outreach with EAs, pivoted customer outreach to CS when AE capacity was gone (backed by a 1,200+ contact list), managed AWS on speaker submissions and enablement, briefed three solution partners on roundtables and 1:1s.
  • Recovered live: within 24 hours of Thanksgiving, seven cancellations dropped expected dinner attendance from 18 to 11. Secured eight last-minute replacements through targeted outreach.

Result
1,040 contacts, 172 qualified leads, 13 director-level customer meetings, 16 dinner attendees (Cisco, EPAM, Netflix Games, Goldman Sachs, AWS). $6.45M accelerated pipeline, $1.57M influenced pipeline, one month post-event. Documented a reusable playbook from the lessons-learned review for future cycles.