Northstar Financial

2023 | FinTech Series A | Events Marketing

Client

Northstar is a fintech startup offering holistic financial wellness for employees. Through one-on-one sessions with dedicated financial advisors, personalized tools, and benefit integration, they help people understand and maximize their full compensation, salary, equity, and perks, and support financial well-being regardless of background. Founded in 2016, Northstar is trusted by companies across multiple countries and has raised ~$40M to make financial advice more accessible.

Overview

Brought in as Event Marketing Coordinator to own end-to-end event execution for Northstar—planning, creative, logistics, onsite, and post-event handoff to sales.

Services Delivered

Events Strategy
Events Planning
Events Coordination
Events Logistics
Vendor Management
Email Marketing
Sales Enablement

Inventory Management
Budgeting
Event Booth Design
Demand Generation
Vendor Negotiation
Account Based Marketing (ABM)

Strategies

Demand Gen Engine (Pre/Post Event Campaigns)

Built a repeatable pre- and post-event email motion to warm targets, pre-book demos, and accelerate follow-up velocity.
Paired campaigns with sales-led ABM outreach to key accounts and personas for higher in-booth conversion.

Sales Enablement

Ran event prep meetings and in-booth playbooks so sales knew who to target, how to engage, and how to hand off.
Coordinated post-event sequencing with sales to ensure fast, consistent follow-through.

Experience Design & Booth Operations

Translated brand into on-site experience (light design, messaging, flow) and enforced booth run-of-show during all hours.
Directed setup/teardown and live operations, keeping demos flowing and the booth show-ready.
Maintained an event inventory program with warehouse partners to ensure kit availability, accuracy, and timely replenishment.

Attribution, Data, & Routing

Implemented a closed-loop attribution model: captured scans, cleaned data, mapped to deal stages, and routed via round-robin with SLAs.
Centralized event dashboards (lead scans, attendees, demo counts, pipeline linkage) to validate ROI.

Operations, Budget, & Risk Management

Owned logistics and vendor coordination (shipping, show services, warehousing) to reduce friction and costs.
Managed budgets, insurance, and legal docs for compliant, on-time execution.

Tools Used

Notion, Google Workspace, Figma, Adobe Illustrator, HubSpot, & OneTap.

Results

Record on-site demos: 54 at SHRM 2023 (company record).
Lead goal exceeded: 127% to target (27% above goal).
Every show launched on schedule or ahead of plan, with no missed deadlines across the program.
Consistently executed within or under budget, balancing impact with cost efficiency.