Shopify Partner Town Hall
Employer: Shopify
Role: Experiential Marketing Manager, International Product Line
Duration: March 2020 – August 2020
Team: Partner Ecosystem Squad (Product Marketers + Partner Managers in 15 global markets), Localization & Production
What I Led:
Global Marketing Strategy · Regional Engagement Plans · Localization Execution · Brand Storytelling · Stakeholder Alignment
Wins:
➤ Maintained and grew engagement across 15 international markets during peak pandemic uncertainty
➤ Strengthened relationships with key ecosystem partners globally
➤ Supported continuity of one of Shopify’s most revenue-generating sector
Why It Matters:
When in-person connection vanished overnight, we didn’t just pivot, we built a ritual that showed appreciation and support for our community. Shopify Partner Town Hall became a vital connective tissue for international partners, proving that global brand affinity can grow stronger in hard times, not just survive them.
In early 2020, the world came to a halt, and with it, Shopify’s ability to connect in-person with one of its most important communities: the partner ecosystem.
These partners represent one of Shopify’s most significant revenue-driving channels, and without the usual slate of in-person events and trainings, we risked losing momentum and connection.
So we did what any resilient brand would do: we created a new ritual. The Shopify Partner Town Hall was born, a recurring, virtual touchpoint designed to keep our global partner ecosystem informed, inspired, and emotionally connected to the Shopify mission.
My role was to ensure this program didn’t feel like another one-size-fits-all webinar. I was responsible for:
Creating regional marketing plans tailored to 15 distinct global markets
Collaborating with partner managers and local stakeholders to align goals and cultural nuances
Ensuring accessibility and localization, including subtitles, translations, and visual assets
Infusing the experience with Shopify’s personality and values
The goal wasn’t just viewership. It was meaningful engagement that translated to stronger relationships and better outcomes for Shopify and its partners.
To meet the moment, we combined strategy with heart.
I created a tiered marketing plan that broke down campaign goals by market, taking into market maturity, timezone, preferred communication channels, and language.
Worked closely with the Localization and Production teams to ensure each video was subtitled in all anchor languages and visually aligned with Shopify’s global brand guidelines. Partnered with regional partner managers and marketers to fine-tune messaging and rollout plans that felt native and timely in each geography.
One of the ways we showcased the company’s personality was by adding a parody of MTV Cribs to the beginning of each Town Hall. It gave partners a little peek into the lives of the Shopify employees around the world.
RESULTS
Sustained high engagement from key stakeholders across 15 global markets
Preserved and deepened connections within Shopify’s global partner ecosystem during a period of uncertainty
Extended the impact of Shopify Reunite, providing deeper, localized follow-up on themes introduced in the flagship global event
Supported business continuity in a critical revenue-driving sector without losing cultural relevance or connection