Tracey Bearden

Global Events Leader

Alpharetta, Georgia, United States

About

Proven Global Events Leader with a strong track record in designing and executing both internal and external events that drive revenue, generate qualified leads, and enhance employee engagement. Bringing vast experience in technology events, I specialize in creating innovative, industry-leading events that boost brand awareness and captivate audiences. As an experienced people leader, I have a knack for building and guiding high-performing teams to achieve outstanding results. A strategic thinker and operational expert, I excel at delivering exceptional outcomes while maintaining composure in high-pressure situations.

Experience

  • Consultant at TSB Event Consulting
    Mar 2024 - Present · 2 yrs 5 mos

    ● Full-service event consulting for corporate clients, offering strategic guidance and hands-on execution across the entire event lifecycle—from initial concept and goal setting to post-event analysis. ● Adept at offering specialized support in site selection, vendor sourcing and negotiation, budget development, and cross-functional team coordination. ● Extensive executive-level event experience to enhance brand presence, streamline operations, and ensure cost-effective execution for both live and virtual events. ● Strong background partnering with internal stakeholders and external partners to ensure programs are aligned with business goals, brand standards, and audience expectations. ● Skilled at quickly integrating into client environments and delivering immediate impact through resourceful planning and operational excellence.

  • Director, Global Events at Zscaler
    Oct 2021 - Dec 2023 · 2 yrs 3 mos

    • Directed global events team for Zscaler's Zenith Live event, boosting sales pipeline by $815m annually. • Conceptualized and led Zscaler's presence at major partner events, enhancing brand visibility. • Managed $8m+ budget, sourced vendors, and optimized resources for successful event execution.

  • Director, Global Events at Veeam Software
    Mar 2014 - Oct 2021 · 7 yrs 8 mos

    • Led the Global Events department to execute 12 events annually, aligning strategies with company priorities and stakeholder goals. • Managed a $8m+ budget across multiple events, negotiating global contracts for venues, travel, catering, and more. • Produced VeeamON, growing attendee list by 60% with over 1,600 in-person participants and 12,000+ virtually.

  • VP, Partner at The Meeting Source, Inc.
    Jan 2002 - Dec 2012 · 11 yrs

    • Managed multi-million-dollar company with 18 employees, overseeing client programs, incentives, product launches, and executive events. • Developed sponsorship programs to reduce event costs by 40%+ and managed customer programs as true P&L’s with yoy cost reduction. • Created and maintained budgets of $10,000,000+ for international events with over 6,000 attendees.