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About Me.

Hi! I'm Lauri, a marketer with over 10 years of experience in B2B, B2C, and SaaS. I'm a jack of all trades, but my heart - and the bulk of my experience - lies in engaging with both users and customers and building brand loyalty, whether through community management, content creation, event marketing, or customer advocacy. I have a wide range of experience, including 9 years growing community at Yelp, a year managing a global marketing team at HubSpot, driving the event marketing and planning strategy for the Mod Roadshow US event series at Reddit, and now managing all marketing and communications for global events at Splunk. Please find a preview of my professional education and experience below. 



Virginia Tech

B.S: Sociology

Minor: Spanish, Human Development

My passion for studying people and groups led me to pursue a degree in Sociology, with a minor in Spanish language and concentration in Human Development. Beyond my regular coursework, extracurricular activities included: Alpha Kappa Alpha Sorority, Incorporated Chapter Hostess, Hokie Ambassador, student library staff, creative writing, The Big Event staff, volunteer work, and more.

Work Experience

October 2013–February 2015

Youth Market Specialist

American Heart Association

Richmond, Va (On site)

  • Support participants of the Jump Rope for Heart and Hoops For Heart fundraising programs

  • Build relationships with the school leaders

  • Coordinate event supplies logistics

May 2013–June 2022

Community Director


Richmond, Va (Remote)

  • Grew the Yelp community by 300% by leading the event marketing strategy, including 400+ marketing campaigns, in person events, virtual events, social media storytelling, monthly email digests, weekly email newsletters, video, online engagement, in person engagement, sponsorships, print collateral, and more. 

  • Led a team of brand ambassadors, marketing interns, and marketing assistants to execute monthly events, social media content, sponsorships, advertisements, and more.

  • Designed engaging ads and promotional communications for over 200 sponsorships, expos, conferences, and festivals

  • Executed over 100 customer storytelling campaigns on social media resulting in rich relationship building and loyalty, increased Instagram likes by 42.1%, engagement by 91.6%, comments by 1.6k%, new Followers by 205%, and total inbound messages by 548.5%.

  • Achieved over 200% of goal by independently organizing over 400 marketing events for the Yelp audience, while collaborating with communications, social media, legal, regional marketing leaders, c-level executives, and more cross functional teams.

  • Achieved 80% open rates weekly on email marketing campaigns by writing the Local Yelp newsletter with over 100,000 subscribers, and designing the layout and writing communications for the Elite Monthly Digest email and other external event promotion materials. 

  • Deliver monthly decks and briefs to leadership on progress and action plans for future success

  • Deploy feedback surveys and enact change based on the results

  • Recognized as the top Community Manager for year over year engagement and growth in Q1 2022

  • Coordinate team culture activities

  • Advancement schedule: Marketing Intern > Brand Ambassador > Community Manager > Senior Community Manager > Community Director

May 2022–June 2023

Sr. Manager, Community Managers

Richmond, Va (Remote)

  • Achieved 100% of community attendance goal for INBOUND, HubSpot’s largest Marketing and Sales conference, by leading the call for speakers and presenters, promoting ticket sales, collaborating with the Director of Events to design my team’s section at the conference, communicating attendance “tracks” to customers, and designing a content promotion strategy for the community.

  • Developed a playbook to enable the sales team to promote the community and events to new customers.

  • Increased membership and satisfaction of the Community Champions program, a group of HubSpot's top customers, by 100% by organizing live and virtual events, providing 1:1 customer experiences, and executing B2B/SaaS marketing strategies. 

  • Saved HubSpot over $500,000 per year by leading a team of 7 global community managers to produce written content on HubSpot’s largest external channels, organize live and virtual events, provide 1:1 relationship building, and more. 

  • Achieved 103% of our community adoption goal by writing communications and content to support multichannel marketing strategies through social media, email, events, blog posts, AMAs, newsletters, and more. 

  • Interpret data and metrics using Looker and Google Analytics: Achieved highest signups on record in March 2023, increased SLA from 71% in Q1 2022 to 94% in 2023, and achieved 103% of community adoption goal

  • Led weekly KPI and Metrics reporting sessions with Director, VP, and various stakeholders across the business

July 2023–Dec 2023

  • Developed and distributed the playbook for internal communication strategies across the business by collaborating with the following teams: community, marketing, social media, safety, brand, product, lifecycle, c-suite, legal, compliance, communications, sales, and more. 

  • Increased event RSVPs by 400% by executing multi-channel marketing communications, campaigns, and strategies (targeted in-app messaging, content on Reddit, social media, email, announcement banners, push notifications, collateral, website development, and video) using a variety of tools including Splash, Reddit, Google Suite, Canva, Jira, Atlassian, Coupa, Confluence, and more. 

  • Created and centralized the visual and written event marketing materials, swag, and templates for a variety of marketing channels and personas using Canva, Splashthat, Canary Marketing, and Google Drive

  • Published external communications on Reddit’s largest external channels by leading the internal review process for event communications and adjusting writing style according to each targeted customer persona

  • Achieved an average 5/5 event satisfaction score by independently executing end-to-end event planning of five exclusive in person experiences across the US for the community moderator audience segment/persona

  • Increased customer sentiment by 100% by end-to-end management and marketing of the Mod Roadshow event series, a series of five in person events that seek to build relationships and deepen our ties with our audience, clients, and users.  

  • Successfully deployed 5 post event feedback surveys to customers using Google Suite, collected the data points and reported qualitative and quantitative metrics to c-level employees and cross functional stakeholders

  • Deliver weekly briefs to the marketing team on KPIs, metrics, project management status, feedback, and more. Establish an action plan and delegate tasks to stakeholders across teams to drive results. 

Live Events Lead (Contract)


Richmond, Va (Remote)

January 2024–present

Event Marketing and Communications Manager

Splunk, A Cisco Company

Richmond, Va (Remote)

  • Developed a communication strategy for all Global Event Marketing events that shaved 7+ business days off of the previous email review cycle

  • Increased email Open% by 8 percentage points.

  • Project manage and produce all internal and external event communications, working cross functionally with executives and a myriad of internal teams to do so.

  • Increased efficiency by updating all event communications, writing website, email, video, internal sites, and communications request process while adopting the Splunk style guide and brand voice. 

  • Create, approve, and project manage website copy and design updates

  • Contractor management


  • Google Suite

  • Jira

  • Thumbtack

  • Looker

  • Khoros

  • Adobe Acrobat 

  • Docusign

  • Coupa

  • Yubikey

  • Canva

  • Miro

  • Zoom

  • Atlassian

  • Confluence

  • Concur

  • Egencia

  • Ironclad

  • Salesforce

  • HubSpot

  • Reddit

  • Canary Marketing

  • Yelp

  • Origin

  • Microsoft Office

  • LastPass

  • Wix

  • Okta

  • Workday

  • Google Meet

  • HoxHunt

  • SmartSheet

  • ServiceNow

  • Sailpoint

  • 1Password

  • Duo

  • Envoy

  • Gappify

  • Instagram

  • Facebook

  • Hootsuite

  • Later

  • Asana

  • Airtable

  • One Password

  • Adobe Workfront

  • Figma

  • Webex

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