TIBCO Software
Company Background
TIBCO, a business unit of Cloud Software Group, has helped global enterprises solve their most complex business challenges with mission-critical solutions for over 25 years. Today, the TIBCO® Platform delivers industrial-strength capabilities that meet the highest performance, throughput, reliability, and scalability needs—while offering a wide range of technology and deployment options to deliver real-time data wherever and whenever it’s needed most.
What I Led
Mercedes-AMG Petronas Motorsport F1 Brand Partnership
Developed a partnership communications strategy aligning brand narrative, product positioning, and buyer relevance under the narrative throughline: The Path to the Podium
Built a cross-channel messaging framework spanning external communications, sales narratives, events, and internal engagement
Authored executive-level thought leadership connecting F1 analytics to enterprise decision-making and operational performance
Produced customer evidence assets designed to strengthen credibility and support enterprise sales conversations
Designed integrated campaigns tied to cultural and brand moments, including a Movember initiative that drove high-engagement visibility
Led internal communications and employee advocacy programs to amplify partnership storytelling and extend organic reach
Created exclusive partnership-driven assets supporting executive engagement and deal acceleration at high-value events
Collaborated directly with external partnership stakeholders to maintain narrative and brand alignment
Partnered cross-functionally across product, sales, events, creative, social, and executive communications teams
Results:
$7M in attributed pipeline within a single season
950M+ social impressions
65% increase in web traffic year over year
37.5% increase in social audience growth
150% increase in employee participation and engagement
50+ case study downloads
TIBCO NOW 2020: Global Virtual Event
Developed the event communications strategy to unify messaging across executive storytelling, product launches, and audience touchpoints
Aligned cross-functional stakeholders across marketing, product, demand generation, social, partner, customer, events, and communications teams
Built a multi-stage communications framework spanning promotion, live coverage, and post-event amplification
Authored executive and event narratives designed to reinforce key messaging pillars and product priorities
Produced real-time communications assets to sustain engagement and extend event impact beyond the live experience
Developed lifecycle communications including registration, nurture, retention, and follow-up messaging
Managed content creation, editorial workflows, and stakeholder approvals across global contributors
Results:
5,800 global attendees registered and reached
200K+ social impressions and mentions
$3M+ in attributed pipeline
50+ communications assets produced across channels
Project Highlights
https://www.youtube.com/watch?v=WqX5b_HHHqc
https://www.youtube.com/watch?v=so6UmOpy16k
https://www.youtube.com/watch?v=scGFx-5vg_4
The Mercedes-AMG Petronas Formula One Team Wins Year After Year
Digital Twins in F1™ Racing Throw Down Big Gains for Mercedes-AMG Petronas Motorsport
TIBCO NOW DAY 1 RECAP: Setting the Stage for Sustainable Innovation
“Alexa is an A-team player. She’s a content-generating machine and creative thinker who understands the ins and outs of design and writing, which is a rare combo in one person. Alexa has fantastic ideas for bringing a brand to life, and she will stop at nothing to make her vision a reality. I highly recommend Alexa. ”
“I have worked with many professionals throughout my career, and Alexa was unique and incredible to work with. From content creation to social media engagement and management, Alexa adjusted to any given situation. Her ability to go out of her way to help others made her stand out. Her multitasking ability was unlike anything I’ve seen before. I was really impressed that Alexa handled situations calmly and patiently. It was a real pleasure to work with her and see her creativity come through in supporting the programs and events we deliver. It would be a pleasure to have her on any team.”