Teradata experiential

Creating immersive experiences across owned events, sponsorships, and internal recognition programs.

Photograph from Teradata's Possible event experience, showing the branded environment and attendees on-site

Challenge

In a crowded market of conferences and brand activations, Teradata needed to stand out. Its previous event experiences lacked a unified creative vision and didn’t fully convey the company’s evolution into a trusted AI and cloud analytics leader. Experiences were often product-heavy, visually inconsistent, and difficult to scale across regions and partners. The opportunity was to move beyond standard booths and presentations — to create brand environments where the space itself told the story, and where every touchpoint reinforced Teradata’s position as an AI leader worth paying attention to.

Solution

As Global Creative Director, I led the creative strategy and delivery of Teradata’s experiential marketing — spanning flagship events, industry sponsorships, and global field programs. I partnered closely with Teradata’s events and field teams, owning the creative workstreams end-to-end: experience vision, design systems, content, and asset development. I stayed actively involved from concept through on-site execution, shaping the work, directing teams, and ensuring every experience shipped on brand, on time, and at global scale.

‍

Flagship Event Platform — Possible: Led creative development and execution for Teradata’s premier owned event series — an intimate, high-impact gathering of several hundred senior leaders and customers. Coordinated in-house teams and multiple experiential agencies, owning the creative vision across environments, stages, demos, and content from brief through build.
Industry Sponsorships & Sports Partnerships: Directed creative across AWS re:Invent, Microsoft Fabric, Gartner D&A, and Google Cloud Next, plus sports partnerships with the LA Clippers and New York Giants — overseeing environmental design, brand storytelling, motion content, and integrated asset systems across some of the most competitive brand environments in enterprise tech.
Global Field & Internal Events: Led creative for regional conferences, developer events, and internal programs including SKO and Winners Circle — ensuring consistent brand expression across formats, audiences, and regions.
Environmental Design & Scalable Systems: Translated Teradata’s visual identity into physical space — defining how architecture, graphics, motion, and narrative worked together across booths, stages, and branded environments — while building the templates and toolkits that supported 800+ assets annually.

Impact

Teradata’s experiential program became a core brand and demand channel — strengthening perception, accelerating pipeline, and proving that a mid-size enterprise brand could show up and compete at the highest level.

‍

40% YoY growth in event-driven pipeline influence.
22% increase in brand recognition.
50% reduction in event production timelines.

Behind-the-scenes photograph of an interview being filmed on theCUBE at Teradata's Possible event