Tamora SpillerEvent technology and the experiences it delivers

Event technology leadership, from the buyer side

17 years in event technology, on the buying side of every decision.

I start with what an attendee should walk away feeling, then build the event technology that delivers it. Registration, the attendee journey, the data underneath, and the platforms it all runs on.

I have set platform strategy and led the teams behind hundreds of events across association management, higher education, and Fortune 500 enterprise software. Today I direct an 11 person event technology organization for an experience marketing firm serving Fortune 500 brands.

I also build. When a team needs a tool that does not exist, I design and build it myself.

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How I operateStrategy, experience, execution. One connected loop.

01Strategy

Sets the direction and the operating model. The data model, the platform architecture, the vendor portfolio, and the roadmap leadership funds.

Secured approval for a multiyear platform investment with a business case and a phased transition plan.

02Experience

Defines the outcome. What an attendee should walk away feeling, and which platforms can carry that before anyone commits budget.

Designed attendee journeys and engagement for a 25,000 person flagship conference and a global series across three regions.

03Execution

Proves and refines what the model delivers. Selection, builds, migrations, onsite delivery, and the measurement that closes the loop.

Launched four registration systems, built an enterprise platform over six years, and ran onsite technology for shows as large as 60,000+ attendees.

How I operate Market insights cross into the system and feed Strategy. Strategy sends direction to Experience and priorities to Execution. Experience hands requirements to Execution and Execution sends constraints back. Both run on one technology platform, which produces business outcomes, and those outcomes travel back around to become the insights that start the next cycle. How I operate The loop behind every program I run. MARKET INSIGHTS BUSINESS OUTCOMES INFORMS THE NEXT CYCLE TECHNOLOGY PLATFORM 01 02 03 DIRECTION PRIORITIES REQUIREMENTS CONSTRAINTS GUIDE · ALIGN · GOVERN Strategy Sets direction and system choices. DESIGN · ENGAGE · DELIVER Experience Defines the outcome and drives value. BUILD · ADOPT · OPTIMIZE Execution Proves and refines what the model delivers.
17+Years leading event technology
HundredsEvents led, from trade shows to global series
11Person event technology organization directed today
Beyond events

I build what does not exist yet.

When off the shelf tools do not fit how a team works, I design and build what does, pairing AI development tools with deep operating knowledge and a secure back end.

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AIIDEADESIGNAUTOMATIONLIVE
15+

Tools, self initiated

Designed and built on my own initiative to take manual work off a team and give leadership live visibility into hours, budget, and capacity.

12

Products and tools, idea to launch

Five products and a studio of seven free tools, conceived and built under my own company.

Secure

By design

Server side access control, signed sessions, and locked down data, built in from the first version.

Ways to work together

How organizations bring me in

01

Event technology strategy

Platform architecture, a multiyear roadmap, and an operating model leadership can fund and govern.

02

Experience design

I design the attendee experience, then direct the build with the production and creative teams who put it on the floor.

03

Selection and contracts

Requirements, scoring, demos, and negotiation run from the buyer's side of the table.

04

Program leadership

Governance, budget, and vendor accountability through a platform build or migration, so events keep running.

05

Custom tools and automation

Tools built around how your team works, with AI and a secure back end from day one.

Certified Product Manager, CornellCertified Scrum Product OwnerCertified ScrumMasterPast member, Swoogo and RainFocus Customer Advisory BoardsPast speaker, Swoogo Next

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