A senior advisor in the room when the hard decisions get made.
Led by Charla Session-Reed — two decades of building event, partner, and field programs from inside the room, not the sidelines.
Background
I've spent 20+ years in marketing, with the last decade building and scaling event, partner, and field programs inside high-growth B2B companies.
Most recently, as VP of Global Partner Marketing & Events at Spryker, I ran the global event program and led the flagship European conference, while growing partner-sourced leads 50% and influencing pipeline 80%.
Before Spryker, I spent seven years at ShipStation, where I founded the partner marketing and events program and helped position the company for its $6.6B sale to Thoma Bravo. Earlier I led brand and field marketing at Black & Decker, Coca-Cola, and Newell Brands.
I also spent eight years teaching marketing, which is where I learned that the work isn't just delivering an outcome and leaving. It's building lasting capability inside the team, so the motion keeps running after I'm gone.
I founded Market Attuned Collective because I kept seeing the same gap: events, partners, and field running in parallel instead of compounding into one pipeline engine. Closing that gap is the work.
Years building event, partner, and field programs
Global events managed at Spryker
New-customer acquisition via partner & event at ShipStation
Of total marketing spend recovered through partner funding
Where I focus
- Event strategy and ROI for B2B companies running 5+ events a year.
- Sales and marketing alignment around shared pipeline goals.
- Partner and sponsor activation, partner funded programs (MDF), co-marketing, and ecosystem plays.
- Measurement frameworks that hold up in a CFO conversation.
- Building internal team muscle to scale without ongoing outside dependence.
Who I work with
B2B marketing leaders who know their event, partner, and field spend should be driving more pipeline. Some are still building these motions; others have all three running but not connected. In both cases, no one inside the org has the senior, cross-functional capacity to lead the integration work.
If that sounds like your situation, let’s talk.