My Role
Program Owner and Strategic Lead End-to-end strategy, experience design, vendor leadership, budget ownership, and operational execution.
Program Overview
The Remarketing Division Sales Meeting is an annual internal conference designed to motivate, educate, and reward sales coordinators while establishing sales goals, sharing best practices, and recognizing top performers across IAA’s national sales team.
This three-day experience brought together 125 sales representatives, middle managers, and executives from IAA’s Remarketing Division for a program that balanced strategic content with relationship-building and team celebration. The meeting included daily general sessions, targeted breakout tracks, and immersive evening experiences designed to energize the team and reinforce company culture.
As program owner, I led the end-to-end strategy, experience design, and operational execution of this multi-day conference, including all general sessions, breakout programming, evening events, vendor management, and budget oversight.
Program Details
Event Type: Annual Internal Sales Meeting
Location: Nashville, TN
Venues: Renaissance Nashville Hotel & Tequila Cowboy
Audience: Remarketing Division sales team, middle managers, and executives
Attendance: 125 guests
Program Length: 3 days
Budget: $150,000
Business Objective
The objective of the Remarketing Division Sales Meeting was to:
- Motivate the sales team to hit their targets and drive performance for the upcoming year
- Educate attendees on available corporate resources, tools, and support systems
- Share best practices and success strategies across the national sales team
- Recognize and celebrate top performers and overachievers
- Foster team connection, peer learning, and organizational alignment
Since this was an internal meeting focused on performance and morale, every element of the experience needed to balance business content with team celebration and recognition.
Experience Architecture: Designing the Program
Rather than treating the conference as a series of disconnected sessions, the program was intentionally designed as a three-day journey that blended education, motivation, and celebration.
The experience was structured around three core components:
- General Sessions: Deliver strategic content, company updates, and leadership messaging to the full audience
- Breakout Tracks: Provide targeted education across sales, leadership, and training topics in smaller groups
- Evening Experiences: Create immersive, Nashville-themed social events that reinforced team culture and allowed for organic relationship-building
Each component was designed to support the business objectives while creating memorable moments that energized and unified the team.
Operational Scope & Complexity
As program owner, I led and managed:
- Venue selection and contract negotiation
- Full event budget ownership, expense tracking, and financial reconciliation
- Entertainment booking and production
- All food & beverage strategy and execution
- Event website, registration, and attendee communications
- Lodging coordination and room block management
- Audio/visual and production for general sessions and breakouts
- Five breakout sessions covering sales, leadership, and training topics
- Speaker coordination and preparation
- Decor design and vendor selection
- Print materials and on-site collateral
- Text message reminders and live polling technology
- On-site staffing and operations
Budget Management & Cost Savings
Through strategic vendor negotiation and cost management throughout the planning process, the event was delivered $20,000 under the $150,000 budget while maintaining high production value and team experience quality.
Results & Impact
- The sales team left motivated to hit their numbers, educated on corporate resources, and energized by peer learning and best practice sharing
- Negotiated vendor costs throughout the planning process, delivering the event $20,000 under budget
- Created a Nashville-themed experience that reinforced team culture and provided memorable moments for recognition and celebration
SIGNATURE PROGRAM MOMENTS
Welcome Reception
Setting the Tone with Nashville Energy
The opening reception was designed to immediately immerse attendees in the Nashville experience while creating a relaxed environment for networking and reconnection.
Country-themed decor was placed throughout the Renaissance Hotel registration area and reception spaces, establishing a sense of place and setting an energetic, celebratory tone for the program. The space balanced brand presence with local flavor, creating a welcoming environment that felt intentional and festive.
Highlights:
- Country-themed decor throughout the hotel
- Southern cuisine stations
- Moonshine tasting experience
- Customized boot coozies as branded guest amenities
- Beverage bar and lounge environments
Impact: The reception successfully set the emotional tone for the conference and created an immediate sense of team energy and excitement for the days ahead.
Tequila Cowboy Buyout
Creating an Unforgettable Team Celebration
For the Tuesday evening reception, I secured a full buyout of the top level of Tequila Cowboy – a local Nashville venue – creating an exclusive, high-energy experience for the sales team.
The buyout allowed the team to celebrate in a uniquely Nashville environment while maintaining privacy and focus on internal connection. The venue provided a change of scenery from the hotel and reinforced the celebratory, reward-driven nature of the program.
Theme: Nashville Nights
Highlights:
- Full venue buyout for exclusive team experience
- Live country musical performances
- Southern-inspired food and beverage programming
- Branded environments and team recognition moments
The goal was to create a memorable evening that felt like a reward for the team’s hard work while reinforcing camaraderie and team culture.
General Sessions & Recognition
Motivating the Team and Celebrating Success
Daily general sessions delivered strategic content, company updates, and leadership messaging while creating moments to recognize and celebrate top performers.
Sessions incorporated live polling technology to drive engagement and gather real-time feedback, creating a dynamic and interactive atmosphere. Text message reminders kept attendees informed and on schedule throughout the multi-day program.
Highlights:
- Executive leadership presentations
- Sales goal setting and strategic alignment
- Recognition and awards for top performers
- Live polling for real-time engagement
- Text message communications and reminders
Impact: General sessions successfully balanced motivation, education, and celebration – leaving the sales team energized and aligned on goals for the year ahead.
Breakout Sessions
Targeted Education and Peer Learning
Five breakout sessions were designed to provide targeted, role-specific education across key topic areas including sales strategies, leadership development, and training resources.
Sessions were structured to encourage peer learning, best practice sharing, and interactive dialogue – moving beyond traditional presentation formats to create engagement and actionable takeaways.
Topics Covered:
- Sales strategies and tactics
- Leadership development and management skills
- Training resources and corporate support systems
- Best practices from top performers
- Tools and technology for sales success
Impact: Breakout sessions provided focused learning opportunities that complemented the general session content and allowed for deeper exploration of role-specific challenges and solutions.