Led executive messaging & content strategy for internal events

Thrasher’s annual company kickoff is the single most important internal event of the year. It brings together 600+ employees across 10 locations to align on vision, goals, and performance.

After leading content strategy for the 50th anniversary event the year prior, I was brought back to further elevate the experience and take deeper ownership of executive messaging.

The challenge:

• Aligning executive vision into a clear, compelling narrative that could resonate across all teams

• Managing content development across general sessions, breakouts, awards, and internal communications

• Coordinating dozens of contributors, including leadership and breakout speakers

• Navigating constant iteration, last-minute changes, and high expectations at the executive level

What I led:

A full-scale content strategy and execution plan that included:

• Defining the overarching message, narrative arc, and content themes for the entire event

• Partnering directly with the CEO and President to shape and script their messaging

• Building structured content across:

  • General session

  • Breakout sessions

  • Awards program

  • Pre-event communication cadence

• Creating templates and guidance to ensure consistency across all presenters

• Producing and editing 4 supporting videos to reinforce key messages

• Designing presentation decks and overseeing more than 100 content deliverables

The impact:

• Delivered a unified, high-quality event experience across all sessions and speakers

• Strengthened clarity and alignment around company goals and direction

• Elevated executive communication through more structured, intentional messaging

• Employees left feeling energized, aligned, and motivated for the year ahead