Amy (Ali) Prather
Acworth
Summary
Proven track record of strategic leadership in experiential marketing, event strategy, and customer experience design across large-scale B2B markets and global events. Combines creative vision with strong operational discipline to develop and execute high-impact, immersive experiences that drive buyer and seller engagement. Recognized for leading cross-functional teams, managing complex, multi-location event portfolios, and transforming traditional trade shows into seamless, technology-enhanced market experiences. Experienced in overseeing budgets, vendor partnerships, and distributed teams while delivering consistent, high-quality execution across all touchpoints. Passionate about elevating the customer journey through innovative programming, thoughtful design, and continuous improvement that supports business growth and brand positioning.
Overview
15
15
years of professional experience
Work History
Senior Director of Experiential Marketing
ANDMORE
Atlanta, GA
09.2025 - Current
- Strategic leader of experiential marketing for ANDMORE’s portfolio of large-scale B2B markets, responsible for shaping the end-to-end on-site experience across key U.S. locations. Drives innovative, high-impact event strategies that elevate buyer and seller engagement while aligning with broader business objectives. Combines creative vision with operational excellence to deliver seamless, measurable experiences at scale.
- Define and lead the experiential Customer Experience strategy across Atlanta, Las Vegas, and High Point Markets, shaping how buyers and sellers engage through programming, environments, and activations.
- Lead the strategy and execution of large-scale B2B market experiences, evolving traditional trade shows into more dynamic, customer-focused platforms.
- Partner cross-functionally with marketing, sales, operations, and product teams to align experiential initiatives with business priorities and enhance overall Market value.
- Oversee a complex, multi-market event portfolio, including budgets, vendor partnerships, and resource allocation, ensuring scalable execution and strong financial performance.
- Leverage data, feedback, and emerging technologies to continuously refine the experience and introduce new experiential formats across the market lifecycle.
- Lead front-of-house and registration strategy, directing staffing models and customer-facing operations to ensure a seamless, high-quality first impression for all Market attendees while maintaining overall service standards on-site.
Director, Event Production
160/90
Atlanta, GA
04.2022 - 08.2025
- Oversaw and managed the production of experiential portfolios for top-agency clients, such as Visa, Marriott International, Amazon Prime, and Coca-Cola. Led the full lifecycle of events, from conceptualization to execution, including ideation, development of executable plans, management of project timelines, and oversight of on-site operations.
- Directed a collaborative team, worked cross-functionally with various divisions, and ensured financial profitability through effective budget management. Executed live events worldwide, requiring frequent travel on a global scale.
- Managed client relationships and expectations for production-related elements of activations
- Worked directly with major sports organizations as it related to clients’ activations during major sporting events, such as the FIFA Club World Cup, NWSL Challenge Cup, NFL Super Bowl, FIFA World Cup, NCAA Final Four, etc
- Demonstrated leadership in the role by actively working with teams across different time zones, addressing cultural considerations for activations, and managing logistical challenges associated with international events.
- Excelled in on-site management, making real-time decisions to ensure the success of events.
- Demonstrated a commitment to continuous improvement, consistently evaluating and enhancing event processes.
- Brought a strategic mindset, coupled with strong organizational skills, leadership capabilities, and a proven ability to thrive in a fast-paced, dynamic environment
Director of Content & Events
JUNIPER | ANDMORE
Atlanta, GA
10.2020 - 04.2022
- Developed go-to-market content and event strategy for the new and fast-growing digital division of IMC. Accountable for $20 million budget annually. Responsible for event budget, reconciliation, forecasting, optimization, accruals, and negotiation. Research industry influencers, vendors, talent, décor, service providers, and other elements to ensure exceptional quality and expense management. Evaluate post-event and campaign results and communicate actionable learnings and insights.
- Managed C-level digital events during the pandemic and produced content for presentations; collaborated with industry associations to garner third-party credibility.
- Fostered collaboration between the digital and physical Market teams to better promote Juniper to the physical Market buyers by identifying branding opportunities and collaboration on events.
- Developed wholesale buying calendar for all Markets to identify opportunities for growth at each Market center.
- Collaborated with C-level leadership to identify priorities and opportunities for Juniper for 2022 and 2023.
Marketing Events Manager
AMERICASMART | ANDMORE
Atlanta, GA
05.2017 - 09.2020
- Managed a team of up to 5 to execute 160+ quality events in 2 major Markets (educational programs, social events, and Market services) and 50+ integrated marketing campaigns annually. Responsible for event budget, reconciliation, forecasting, optimization, accruals, and negotiation. Accountable for an $8 million budget annually.
- Research vendors, talent, décor, service providers, and other elements to ensure exceptional quality and expense management. Evaluate post-show and campaign results and communicate actionable learnings and insights.
- Procured over 80 speakers for 15+ events and tracked 200+ speaker agreements annually, both virtually and in-person.
- Worked with high-profile talent including Sarah Jessica Parker, Paula Deen, Martha Stewart, Nate Berkus, Bethany Frankel, and Geoffrey Zakarian.
- Directed staging and overall atmosphere of events in collaboration with the Operations team.
- Designed timelines, layouts, and production schedules to streamline events and increase efficiency.
Event Planner
IMPACT PARTNERSHIP
Marietta, GA
09.2014 - 05.2017
- Created, organized, and supervised 265 events annually including, meetings, workshops/seminars, international incentive events, transient travel, and unique Radio programs. Collaborated with Executive Leadership, Sales, Radio, Graphic Design, and Operations departments. Anticipated client needs to ensure a unique and unforgettable experience. Cultivated relationships with vendors and negotiated contracts to effectively manage budget expenses.
- Coordinated travel arrangements and special services for event attendees from 10+ to 200+. Utilized Cvent to create event registration sites. Ensure compliance with insurance, legal, health, and safety obligations.
- Collaborated with C-level leadership to develop VIP events for top clients and to identify opportunities for sales growth by leveraging these events.
- Recognized for collaboration with Radio department to create unique experiences for celebrity guests: Event Partners Included: Tim McGraw, Sean Hannity, Kevin Lacz, Kenny Chesney, Peter Frampton, The Doobie Brothers, Reba McEntire, Scott Borchetta, Cheap Trick, Sammy Hagar, Rascal Flatts, Chicago & Carrie Underwood.
- Built relationships with event clients through excellent customer service and execution of flawless events.
- Conducted post-event evaluations to determine improvement opportunities for future event quality.
Event Planner
PACKSIZE, LLC
Salt Lake City, UT
07.2013 - 08.2014
- Managed 13 trade shows and a $400,000 budget annually. Ensured each show was well attended by employees including arranging special requirements/ accommodations. Coordinated all internal events across the U.S.
- Led pre-show preparation including booth selection and design, display set-up, shipping, electrical orders, etc.
- Negotiated hotel bids and other vendors to ensure competitive pricing for all events.
- Planned the 2014 Sales Retreat in New Orleans, LA for 70+ attendees, including full Executive team.
- Coordinated dine-arounds, meetings, décor, and Welcome Reception.
Marketing and Community Outreach Coordinator/Executive Assistant to VP of Development
UPSTART – WATERFORD RESEARCH INSTITUTE
Salt Lake City, UT
03.2011 - 07.2013
- Directed marketing and outreach projects to increase UPSTART program visibility across the state of Utah. Negotiated successful partnerships and alliances with vendors. Collaborated with internal teams to increase productivity and plan successful events. Provided day-to-day executive administrative and operational support to corporate Vice President.
- Recognized for the flawless execution of 65 graduation parties for 1,200 preschoolers and training events for their families.
- Managed, mentored, and trained a team of 15 to assist in the planning and execution of all summer events.
- Assisted in planning Advisory Board meetings.
Education
Bachelor of Arts - Mass Communication
Westminster University (formerly Westminster College)
Salt Lake City, UT06-2013
Skills
- Experiential Customer Experience
- Experiential Marketing & Event Strategy
- Large-Scale B2B Market Production
- Cross-Functional Leadership
- Team Leadership (10)
- Event Operations & Execution
- Front-of-House Registration Experience
- Budget Management ($5M)
- Vendor Management & Negotiation
- Hospitality Experience Design
- AV & Production Oversight
- VIP & Talent Experience
- Event Technology (Cvent)
- Permitting & Compliance
Accomplishments
Accountability Award – Selected by Executive Leadership Team
to represent this core company value – 2019
Affiliations
- Meeting Planners International – Georgia Chapter
- Events Industry Council
- Event Leadership Institute
Training
- Event Marketing Strategist – Completed July 2021
- Event & Meeting Management Fundamentals – Completion May 2020
Timeline
Senior Director of Experiential Marketing
ANDMORE
09.2025 - Current
Director, Event Production
160/90
04.2022 - 08.2025
Director of Content & Events
JUNIPER | ANDMORE
10.2020 - 04.2022
Marketing Events Manager
AMERICASMART | ANDMORE
05.2017 - 09.2020
Event Planner
IMPACT PARTNERSHIP
09.2014 - 05.2017
Event Planner
PACKSIZE, LLC
07.2013 - 08.2014
Marketing and Community Outreach Coordinator/Executive Assistant to VP of Development
UPSTART – WATERFORD RESEARCH INSTITUTE
03.2011 - 07.2013
Bachelor of Arts - Mass Communication
Westminster University (formerly Westminster College)