Lenna Safwany provides a portfolio of her experience in immersive events and digital strategy. She has worked on projects for Alcatel-Lucent, Flurry, Wearable World, Jump Associates, and her own company Trash Fence Productions. Her work involves determining clients' purposes, building strategies, and creating engaging experiences to build brands and communities.

1. Lenna Safwany
Portfolio of Select Projects:
Immersive Events & Digital Strategy
Cell: 408.835.4995 178 Bluxome ST. #505
Email: lelsafwany@gmail.com San Francisco, CA 94107

2. LENNA SAFWANY 1980-PRESENT
Hello World!
This portfolio is a reflection of me, my passion and work. It is a representation of my pur-
pose, values and mission. First and foremost it is my testament to the time, energy, spirit,
creativity and grit that I, alongside my outstanding teams, contributed to each and every
one of these projects, clients and communities.
I hope you glean from these pages an idea of the scale of the projects I previously worked
on and the many skills I can bring to the table at MKTG: determining my clients’ true
purpose with my unique perspective, building and implementing relevant business strate-
gies, and tapping into my creativity to make sure everyone is engaged. I have built solid
relationships that I continue to maintain with core players in the ecosystem during the
execution of these projects.
At my core, I am an advisor - here to help, not sell. I want to work with clients to guide and
develop an experiential strategy that represents their brand through and through, builds
trust in their community and answers a need the community has long been seeking. I be-
lieve in giving our clients the power to galvanize change and alter the core of our culture
and world. In order to accomplish this, I work to understand the DNA of communities and
create experiences that speak to them while building my clients’ brand.
There is nothing more valuable than the gift of knowledge. Industry growth depends on it. I
want to surround myself with a team that not only succeeds in the day to day wins, but also
pursues business with the altruistic intent to spread knowledge, purpose and mission to
clients, their customers and the world as a whole. In the words of Mother Theresa, “Alone,
I can’t change the world, but I can cast a stone across the waters to create many ripples.”
Let’s create waves and change the world. I want to make many ripples with MKTG and
our clients!
Enjoy,
Lenna Safwany

3. ALCATEL-LUCENT 2010 - 2012
MOBILE WORLD CONGRESS is the most prominent
stage for mobile tech and offers unprecedented exposure
to mobile developers. We curated a series of on-stage
opportunities for our executives, built content for the WAC
sub-conference, held an exclusive VIP dinner with airline
carrier C-level execs (aptly titled the “Flight Club”) and built
a fully-immersive 15 stage walk-through demo zone on the
conference floor. Our “help, don’t sell” mentality successful-
ly guided the design and execution of a number of in-person
initiatives to galvanize the developer community around Al-
catel-Lucent’s Open API Program.
WINS:
• Coverage in nationally recognized news outlets, including
ReadWriteWeb, TechCrunch, and VentureBeat
• 5-year deal to develop a leading airline’s dev program
• 500 developer signups on API platform
• Company recognition on the success of demo booth
The goal was simple: build and brand the Open API Developer Network and garner 5,000 signups in 3 months so
as to qualify ALU as more than a “dumb pipe” in the developer community. Through creation of a series of in-per-
son and digital events and guerilla marketing campaigns, we acquired 10,000+ developers in less than 3 months.

4. ALCATEL-LUCENT 2010 - 2012
WINS:
• 200 signups
• 160 total submissions
• Winners announced at Mobile World Congress 2011 and SXSW Interactive 2011
• Winning apps were pitched to leading telco-companies and their partners
• All winners were successfully placed in incubators
• Over 50 international media outlets covered the event and winners
THE 100 APPS IN 100 DAYS CHALLENGE was a collaborative effort with Program-
mable Web, in which developers were given 3 days and all the resources necessary
to build an app, which used an API from ALU’s Open API Platform. The winner of the
competition created an app that notifies your meeting-mates of your location when
you’re running late.

5. ALCATEL-LUCENT 2010 - 2012
SXSWi (also known as “Spring Break for Developers”) of-
fers corporations of all sizes the opportunity to develop a
recognizable brand presence among the tech community
and earn the attention and loyalty of thousands of develop-
ers. I spearheaded the Alcatel-Lucent ELEVEN API Lounge
3 years in a row. This “ultra-lounge” was considered a haven
by SXSW’s rockstar developers. It was a much needed oasis
where they could relax, eat, drink, get online and learn with
Alcatel-Lucent’s Open API Platform team and partners. We
engaged the masses with music, libations, exclusive panels
and meetups, and prizes.

6. ALCATEL-LUCENT 2010 - 2012
KEY EVENTS:
• Daily live-action games of Angry Birds and exclusive fire-
side chat with Peter Vesterbacka, CEO of Angry Birds
• App Factor happy hour, where developers pitched their
next big idea in song, dance, or raps.
• The eBay hangover party and speed hack
• RCR Wireless live broadcasting of SXSW and lounge
activities
• Live idea wall artist mapping news and ideas at SXSW
• VIP previews of SXSW Film releases
• Flurry launch party and VIP panel
• Meetups, including WIP, Women 2.0 Awards Ceremony,
TechZulu, Verizon Developer Community

7. FLURRY 2012 - 2014
How do you get developers to buy something they once got for free? Good question. Flurry, once solely a free app analytics
service, was branching into the world of advertising and needed to let developers know there’s more to Flurry than free an-
alytics. I was brought on to develop the developer marketing and event strategy behind this move, build a loyal community
of thousands of developers and get them to learn about and use our new suite of offerings and services.
A series of strategically planned events and partnerships
helped to galvanize the developer community. These efforts
alone brought over 190,000 developers to the Flurry plat-
form. Special events included:
• Source by Flurry – a bicoastal developer conference,
branded and curated by Flurry
• Flurry product launch parties and awards ceremonies
• TechHub Meetups - international developer meetups,
curated & branded by Flurry
• VIP customer dinners and educational forums in Napa,
New York, Seattle, San Francisco, Toronto and LA

8. FLURRY 2012 - 2014
THE FLURRY APPSPOT LAUNCH PARTY AND
SPOTLIGHT AWARDS CEREMONY drew international me-
dia recognition. The awards were created to bring attention
to up-and-coming apps and unify the developer community
around the powerful Flurry platform. The contest received
over 700 submissions. Applicants were evaluated based on
innovation, market potential, product polish and business
scalability. Winners were announced at the official SXSW
AppSpot Launch party and a special VIP event at Mighty,
San Francisco.

9. TECHHUB MEETUPS BY FLURRYTECHHUB
MEETUPS BY FLURRY are monthly, free-to-attend
developer events that bring together high-caliber
developers, founders, entrepreneurs and investors
in the technology community. Content is careful-
ly curated to address the most recent challenges
facing the developer community. TechHub Meetups
are held across the world’s top tech centers includ-
ing San Francisco, New York, Toronto, Los Ange-
les, Seattle, and London. In this forum, developers
have the chance to meet the smartest, most inno-
vative tech entrepreneurs in the community, build
strategic relationships and share ideas in a relaxed
setting over free drinks.
MEETUPS INCLUDED:
• World-class content with fireside chats, presen-
tations and panels featuring super-star founders,
developers, and investors
• Sponsored giveaways and contests
• Demo showcases
• Job fair and recruiting opportunities
• Complimentary refreshments
FLURRY 2012 - 2014

10. THE FLURRY MARKETPLACE LAUNCH was one of sev-
eral exclusive VIP networking events during which Flurry un-
veiled the first-ever mobile app RTB solution. Held in major
cities across the US, including San Francisco, Los Ange-
les, Chicago and New York, attendees enjoyed the trendiest
lounges with complimentary top-shelf libations and appetiz-
ers, live music, high-end gifts from Barney’s New York, a
Flurry photo booth, and the opportunity to mingle with indus-
try leaders.
FLURRY 2012 - 2014

11. SOURCE BY FLURRY is a thought leadership event and user
conference designed to help developers and businesses nav-
igate the opportunities and risks in mobile app development.
This bi-yearly and bi-coastal conference featured:
• Highly interactive sessions led by top journalists
• Technical workshops and informative breakout sessions
• The latest in event design and immersive spaces
• Top-shelf libations and fully catered luncheons from leading
local restaurants
• Awards ceremonies
• Live broadcasting and exclusive interviews with industry
leaders with on-site media partners
FLURRY 2012 - 2014

12. SOURCE BY FLURRY WINS:
• International media coverage from leading outlets, includ-
ing WSJ, TechCrunch, VentureBeat, ReadWriteWeb, New
York Times, San Francisco Chronicle and LA Times
• 100+ B2B partnership follow-on deals
• 5,000+ new developer signups to the Flurry Platform
• 1,000+ submissions to Flurry Hackathon
• The ultimate acquisition of Flurry by Yahoo! and confer-
ence rebranded to the Yahoo! Developer Conference
FLURRY 2012 - 2014

13. Wearable World (heralded as the world’s first accelerator dedicated to IoT and wearables) not only had the challenge of
defining a new company, but a also new market. Through interactive educational events, roadshows, and conferences, we
created a name brand and brought together an otherwise fragmented community of tech partners, platforms, and distribu-
tion outlets, We ultimately established Wearable World as the go-to resource for Wearable and IoT innovation.
WEARABLE WEDNESDAYS are international community
events focused on the blending of tech, art and humanity in
the Wearable and Internet of Things ecosystem. These com-
munity events generated thousands in online signups, in-
vestments from leading VC firms, and lucrative partnerships
with tech leaders across the industry. Wearable Wednesday
is held in 10 countries and 21 cities globally.
EVENTS INCLUDED:
• Technical and market-oriented sessions
• Sponsored demo zone
• Sponsored giveaways and contests
• Hackathons
• Job fair and recruiting opportunities
WEARABLE WORLD 2013 - 2014

14. GLAZED CONFERENCE qualified Wearable World as the
leader in wearable technology conferences. GlazedCon
draws 2,000+ attendees in San Francisco and 400+ in Lon-
don. Conferences include:
• Highly interactive educational sessions and onstage inter-
views led by top journalists
• Technical workshops and informative breakout sessions
• The latest in event design and immersive spaces
• Demo presentations with revolutionary startups
• The Wearable World Challenge - a 24-hour Hackathon
• Wearable Alley demo zone
• A pre-event hackathon with American Airlines at SFO
• VIP after-parties and dinners
WEARABLE WORLD 2013 - 2014

15. Jump Associates, a growth-consulting firm known for its ability to usher corporations through the pains of strategic inno-
vation, had challenges acquiring new business and industry qualification in the age of digital. Jump needed a marketing
department that understood the needs of clients and could communicate complex Jump’s offerings both in-person and
online. In order to qualify Jump as a strategic partner, we restructured our online presence, embraced the power of the
person-to-person network, and promoted our deep bench of thought leaders at curated events.
In-person engagement proved to be the most effective out-
reach initiative. Jump’s culture is hyper focused on learning,
passion, play, intention and creativity, and requires hands-on
interaction. And so, we launched JumpTalks, an opportuni-
ty for clients and Jumpsters to learn in real world situations
via roadshow events customized to address the company’s
particular challenge in an innovative, hands on learning en-
vironment. Many attendees successfully left the room armed
with their “ah ha” moment.
EVENTS & WORKSHOPS INCLUDED:
• Fireside chats with C-Level Jump execs and superstar
thinkers, including Tim Leberecht, Malcolm Gladwell, etc.
• Visual recording of the presentation (for client keeps)
• Exploratory Workshops with focused learning on needs
and solutions and how to use needs and solutions more
effectively to get beyond incremental innovation to ideas
that are bigger and more impactful
WINS:
• Realized between 5-50 leads, of which appx 75% were
qualified
• Introduced key relationships with press and conference
organizers and opportunities to co-host or build follow-on
conferences
• Rekindled prospective client relationships and ushered
them into the next phase of the BD Funnel
JUMP ASSOCIATES 2014 - PRESENT

16. The redesigned site included a warm executive blue. The
content strategy required us to re-engage past clients and
ask for a testimonial. We curated the testimonials and
included those that made clear the type and quality of work
we do, and utilized key phrases to indicate the culture we
work within. The goal was to replace 40 pages of numbing
services detail with a single auto-scrolling page offering
customer testimonials to pique interest ...and our phone
number. An enticing invitation, but not “full kimono”.
Jump needed a new website to reflect our strategic migration. The initial site allows Jump to manage content and update the
site in house with a plethora of data, but it confuses clients and doesn’t help our qualification challenge. A significant step
to building brand qualification was to reduce the amount of data on the website and curate the thoughts in a clean, organic,
easily understood fashion so as to quickly educate executives who inherently have very little time. The goal is to offer just
enough of a peek under the kimono that strategic leaders would be interested to see what more we have in store for them.
JUMP ASSOCIATES 2014 - PRESENT
WINS:
• A 200% increase in traffic to the site within 1 week
• Less than 1% bounce rate on syndicated blogs
• 6 offers to keynote at international conferences
• Multiple meetings set with legacy clients to discuss
new opportunities

17. Trash Fence is an imagination incubator based in San Francisco that is focused on the creation, appreciation, and ex-
perience of art. As founder, my challenge is to unify the creative community that has fled San Francisco and bring back
the culture that once made our city the hub of innovative art, design, music, entertainment, technological innovation, and
entrepreneurship.
From ideation to build, we help create spaces that astound
and engage. We provide design, marketing, transportation
and promotion services for artists, festivals, non-profit fund-
raisers, and gatherings across the nation, including Euphoria,
Lightening in a Bottle, What the Festival, Northern Nights,
Ghost Ship, and Symbiosis. We propose, design, transport,
and build large scale event infastructure for immersive spac-
es, stages and lounges.
WINS:
• Designed and launched Octopus Garden Quarterly events
and built community to 1000+
• Increased Octopus Garden online community by 300%
• Media coverage at Euphoria, LIB and What the Festival
• In collaboration with Octopus Garden, designed transport,
and built large scale event infastructure and stages
TRASH FENCE PRODUCTIONS 2013 - PRESENT