Kateri Osborne

I've been in my field for 10 to 12 years, working across hospitality, commercial real estate, and software industries. I've held a number of different roles, including global campaigns, partner marketing, event management, regional marketing, and business development. Today, my main area of expertise is demand generation. As Interim Director of Integrated Demand in North America Regional Marketing, my days are actually pretty exciting. I get to lead a team of exceptionally high-performing individuals from customer marketing, regional marketing, digital, website, email marketing, and social media. Every day looks a bit different, but it always brings a new challenge. Some of my favorite things to do are researching new website strategies, looking at buyer journey optimization, talking about different ways to increase our thought leadership presence on our social media channels, and also seeing how we can better reach our customers and our prospects through different email marketing campaigns. I think my favorite part of the day, though, is always working with my team, helping guide them, mentoring them, and pushing them to think outside the box. One achievement that really resonated with me was crisis response. When COVID hit, I was working in the tech industry, and a number, if not 90%, of the programs were all face-to-face and in person. When that happened, I had to really look at how I could pivot my marketing strategy very quickly to develop something that was meaningful, scalable, and could be repeatable, and bring that same in-person experience to a digital environment in the most closely relevant way possible, without the attendees losing that connection with the product, and also that connection with the community of people who either have the same pains, or the same successes that they're seeing with it.