SKYLAR HOGAN

Experiential marketing leader transforming ambitious ideas into memorable experiences that engage audiences, strengthen brands, and drive business.

View featured work ↓
Xerocon Denver main stage featuring a keynote conversation
Xerocon Denver · 2026
13+years creating live experiences
$5M+annual portfolio leadership
100–2,000audience scale
US + Canadaregional strategy and delivery

Featured work

01 / Flagship conference

August 19–20, 2026 · Denver, Colorado

Xerocon Denver

Served as the senior North American events lead for Xero’s $5.8M flagship conference, partnering with global teams to translate brand and business priorities into an immersive experience for more than 1,600 participants. Guided major decisions across destination and venue strategy, experience design, content, production, sponsorships, side events, staffing, registration, and onsite delivery.

$5.8Minvestment
1,606participants
48exhibitors
18.8Msocial impressions
Illuminated Xerocon Denver sign in the event expoInteractive performers engaging attendees at Xerocon DenverVintage car and gas station activation at Xerocon Denver
View the Xerocon Denver photo gallery ↗

02 / Flagship conference

August 14–15, 2024 · Nashville, Tennessee

Xerocon Nashville

Led the strategy and delivery of Xero’s $4.7M North American flagship conference, owning the budget and guiding nearly every major decision across the attendee experience. I shaped the event from keynote selection and opening performances to expo activations, creative direction, programming, production, and onsite execution, helping deliver the highest NPS in Xerocon history.

$4.7Minvestment
1,400participants
55exhibitors
73NPS
Xero team gathered in the Xerocon Nashville expoXerocon Nashville stage experienceDJ performing in the Xerocon Nashville expo
View the Xerocon Nashville photo gallery ↗

03 / Regional portfolio

July–October 2025 · United States + Canada

North American Roadshows

Led the portfolio strategy, city selection, investment, program format, audience targets, creative direction, team delivery, sales enablement, and post-event lead process across six US and three Canadian events.

9cities
1,250+delegate attendees
82US NPS
≈$1Mportfolio investment

US Roadshows

Canada Roadshows

Roadshow attendees networking over lunchA full Roadshow audience watching a speaker on stageCanada Roadshow audience watching the programCanada Roadshow presentation stage
US Roadshows gallery ↗Canada Roadshows gallery ↗

04 / Relationship experience

July 2025 · Calgary, Vancouver + Oakville

Canada Golf Classic Series

Created and led a three-city customer appreciation series, buying out premier golf venues to host exclusive, full-day tournaments for select partners. Each event combined golf, exhibitor experiences, games, and awards into a high-touch day that sold out weeks in advance, strengthened partner relationships, and generated meaningful business outcomes for Xero.

View the Golf Classic photo gallery ↗

05 / External sponsorship portfolio

Annual portfolio · United States + Canada

Industry Events

I lead Xero’s $1.2M North American sponsorship portfolio, using industry events as a major growth lever for lead generation, partner acquisition, and new business. I shape the strategy end to end, selecting where Xero shows up, determining sponsorship packages and investment, directing the onsite brand experience, guiding booth and activation design, curating sponsored content and speakers, and aligning sales teams, lead capture, and follow-up to turn visibility into measurable pipeline.

$1.2Mannual sponsorship budget
≈45sponsored events yearly
Scaling New HeightsAICPA ENGAGELatino Tax FestAccounting Today Firm Growth ForumDigital CPACPB IgniteBDO Alliance EvolveLiberty Tax ConventionH&R Block ConventionJackson Hewitt ConventionAvalara CRUSHAccountex
View the Industry Events photo gallery ↗

Leadership approach

Creative ambition. Strategic thinking. Disciplined delivery.

I lead complex event portfolios from the first strategic choice to the final onsite detail, bringing together creative vision, commercial priorities, and cross-functional teams to build experiences people remember and businesses value.

My scope spans portfolio strategy, multimillion-dollar budgets, audience and content strategy, experience design, team leadership, agency and vendor direction, sales alignment, and post-event performance. The result is ambitious work delivered with rigor, clarity, and measurable impact.

Let’s connect

Looking for an event leader who can see the whole picture?

I’m open to conversations about senior event leadership, experiential marketing, and brand experience opportunities.

Email SkylarConnect on LinkedIn ↗