Events are nodes, not endpoints.
Every event sits inside a campaign and gets multiplied into content that keeps working after the day ends.
See Berlin and ParisFrom Zero ยท by Janine Shepherd
I build marketing functions from zero at early and growth-stage companies.
Events, field, whatever revenue requires.
I've done it three times. I built Figma's EMEA events and field program from nothing. I'm the first and only global field marketer at Ona. And before tech, I spent a decade running executive events in financial services. Every time, the job was the same: walk in where there's no function, and build the one that produces pipeline.
What I believe
The job is to build the engine, not just run the event.
Start with the revenue number.
Pipeline targets come from sales targets. Coverage comes from close rates. The events plan comes last.
See Ona field marketingBuild the function.
Ops, reporting, enablement, playbooks, whatever the engine is missing, so it runs without me.
See Figma EMEAThe short version
Field marketing, events, and revenue motion for companies that need the function built.
$10M in sales-qualified pipeline at Ona in my first ten working months, against a 35% share of the company's ARR goal.
Launched Config London, Figma's first-ever EMEA flagship, from approval to public launch in a month. Sold out.
A decade of executive events behind it: customer advisory boards, elite councils, and the white-glove end of the craft.
Ona, the company where I built global field marketing, agreed to be acquired by OpenAI in June 2026.