We might be based in Texas, but we love us some Amsterdam. This week, Under the Infrastructure finds itself waking up in the capital of The Netherlands (yes, again!) to get to know Naveen Haroon, our EMEA event marketing manager. She’s been with us just over a year, but she brings a world of experiences to our team.
Let’s meet her.
SOFTLAYER: What kinds of events do you manage for SoftLayer in the EMEA region?
NAVEEN HAROON: Trade shows. I’m here to change the myth that trade shows are about a bunch of sales guys giving away freebies at a booth. Trade shows are about clever branding, market positioning, innovative keynotes, and auxiliary events like C-level roundtables, panels, customer dinners, networking platforms, and press meets.
SL: Generally describe what you do at these events.
NAVEEN: My job is to identify key, relevant events in EMEA for SoftLayer and see them through from A to Z. I have to think about questions like: Who is the target audience? What are they looking for? Do they know SoftLayer already? Should we have a speaker at this event? If so, who and what should they be talking about? I am fortunate to collaborate with some brilliant minds.
I also have to make sure every event generates quality leads to justify the investment. Resource planning is another one for which I work closely with core SoftLayer and IBM colleagues to build strong teams that will represent us at trade shows.
Pre- and post-event marketing campaigns are as integral to an event as the event itself, so thinking about email campaigns and social media promotion around an event is always on the agenda. You will often see LinkedIn updates from me from the show floor.
Anyone who knows events knows that an event cannot exist without the logistics behind it. I never thought I’d have such a close relationship with TNT!
During any given week, meetings with vendors and contractors are non-stop, but building and sustaining partnerships is also the beauty of trade shows.
Quite often, I live out of a suitcase, overseeing single or numerous events in parallel across geographies. Yes, it’s possible. And yes, you learn to sleep really well in hotel rooms.
SL: How did you end up working in this field?
NAVEEN: As I child I aspired to become a journalist, writing stories about women’s struggles around the world and empowering them. Then I had the coolest teacher during business studies at the International School in The Netherlands, and I convinced myself I was meant for the corporate world. After five years as a general marketer in London, I decided to move my passion for marketing and being unnecessarily organized under one umbrella: the mad and fast-paced world of events. I worked in various sectors in London, one of which was technology. ISO 27001, ISO 20000, and the Cookie Law were common terminologies at the office. After hosting several webinars on information security standards, I decided it was time to dive deeper into the tech world. SoftLayer presented the perfect opportunity and my first year has flown by faster than nail polish dries under a UV lamp.
SL: How many SoftLayer shirts do you own?
NAVEEN: I own a t-shirt, a shirt, and two sweaters, which I have worn at trade shows. I also have a stretchy polo dress which lives in my wardrobe as it’s for motivational purposes only. All girls have at least one item of motivational clothing in their wardrobe, don’t they?
SL: If you were handed a check for US$100,000 , what would you do with it?
NAVEEN: I think about this often, though in this particular fantasy, the check runs in the millions. I would get my sister the best nannies in the world for her four amazing children (one nanny per child, naturally), so she can multitask as she does but without giving herself a coronary every day. After that, I would treat myself to a luxurious holiday with a worthy plus-one. Of course, I want to do my bit for the world, too. I think I’d like to give something back to my roots by supporting some of the homeless children and uneducated women in Pakistan.