Role: Creative Director, Organic Lead Acquisition Strategist, Experience Architect Location: York Hall, London Channels: Meta, Twitter/X, Livestreams, Onsite Experience Focus: Organic registration growth, experiential design, book launch integration

The Mission

https://youtu.be/8uxv-QGVgRE

To disrupt the traditional business event model and create an unforgettable experience to launch two books, we hosted The Best Marketing Event Ever as a one-night-only pop-up event inside London’s legendary York Hall boxing venue.

Our speaker lineup featured industry powerhouses including Gary Vaynerchuk, Shaa Wasmund, Ryan Lee, Sean Whalen, Jamie Alderton, and more. The objective was simple: deliver a business event that felt alive.

How I Help Lead This Launch

Anna Thundergun, Sean Whalen, and Kolby Kay

As Creative Director and Organic Lead Strategist, I played a hands-on role across multiple aspects of the event:

• Designed the full attendee experience to align with the messaging and emotional arc of both book launches

• Built and executed an organic content strategy across Meta and Twitter/X, driving awareness and registration through BTS storytelling and interactive social content

• Used livestreams and real-time content drops to build buzz, deepen connection, and increase urgency during the final promo window

• Helped direct the event, facilitating speaker flow, pacing, and real-time audience engagement

  

  Gary Vaynerchuk & Anna Thundergun

What Made It Work

• We delivered a live emotional experience that matched the themes of the books
• Our content strategy centered on community, not just promotion
• The boxing ring setup created an unforgettable setting for transformation
• Our organic funnel strategy drove urgency and depth without feeling salesy

Ketan Makwana, Kolby Kay, Shaa Wasmund, & Anna Thundergun

What Drove Results

We didn’t rely on hype.

We built real momentum:

• Sold out York Hall with zero paid ads, relying solely on earned media and organic buzz
• Increased registrations by 30% in the final two weeks through targeted content loops and authentic storytelling
• Generated 1 M+ organic impressions during launch week across all platforms
• Seamlessly integrated two book launches into the event arc using swag, storytelling, and stage experience

Words from the Audience

“I saw Gary Vee was speaking at something called The Best Marketing Event Ever. I bought a ticket, grabbed my camera, and left inspired. I skipped the afterparty, stayed up all night, and uploaded the event showreel at 4:30am. That’s hustle.”

— Mark Leruste, Attendee + Showreel Editor

https://theunconventionalists.com/tv-show/in-the-ring-with-gary-vaynerchuk

What It Felt Like to Attend

"Around noon on April 20th, 2016 I received a text from my camera guy: he was volunteering at an event in London with Gary Vee. I immediately searched it up and there it was — The Best Marketing Event Ever. Despite the £99+ ticket price, I bought it. I mean, when else do you get to see Gary Vee and Shaa Wasmund speaking inside a boxing ring at York Hall?

That night, I forgot my notebook and pen — but I left with so much more. I skipped the afterparty, stayed up all night, and by 4:30AM, I had edited and uploaded a full recap of the event. I only had a point-and-shoot camera, iMovie, and PicMonkey. But that's what hustle means to me: using what you have to put something out into the world when it matters most." — Mark Leruste, Attendee

Watch the Showreel

Relive the night that proved marketing can move people.

https://youtu.be/VvKuDWl8uj4?feature=shared

What I Bring to the Table

If you're building an experience that demands attention, energy, and real community, here's what I bring:

• Organic Lead Acquisition at Scale — I turn zero ad spend into sold-out events by engineering content, community, and urgency that drives real conversions
• Experience-Driven Campaign Architecture — I don't just market events—I craft journeys that align story, speakers, setting, and emotional flow
• Real-Time Audience Activation — Through livestreams, behind-the-scenes content, and narrative loops, I build genuine connection and momentum before doors open
• Cross-Functional Execution — I bridge strategy and execution across teams, ensuring seamless alignment from story to sign-up to standing ovation

Want the playbook? I'll share my calendars, content maps, messaging loops, and creative examples upon request.