Experience
Executive Summary
Scott Kellner leads new business development and marketing for George P. Johnson (GPJ), the world’s leading strategic experience marketing agency. A lifelong marketer with a background spanning entertainment and marketing services, Scott has built and scaled companies, led business turnarounds, and advised brands on strategic growth. His superpower lies at the intersection of live experiences and digital engagement—helping brands transform events from one-time moments into measurable, relationship-building platforms. At GPJ, he champions integrated experiential strategies that blend physical, mobile, and digital activations to accelerate audience connection and deliver quantifiable business impact.
- Core Speaking Pillars Experiential Marketing Strategy: Transforming brand engagement from interruptive advertising to voluntary, participatory experiences.
- Event ROI & Data Analytics: Connecting experiential programs to measurable outcomes through integrated data and analytics frameworks.
- Hybrid & Virtual Event Innovation: Designing broadcast-quality, always-on experiences that expand audience reach beyond the physical venue.
Featured Session Topics
From Moments to Momentum: Turning Live Events into Growth Engines
Abstract: In today’s B2B landscape, brand experiences must do more than inspire—they must drive measurable growth. This session explores how integrated experiential strategies connect physical, digital, and mobile engagement into a single ecosystem that accelerates relationship-building and fuels pipeline impact. Attendees will learn how to design events as scalable growth platforms rather than one-off activations.
Key Takeaway: Architect every event with a unified data strategy that captures participatory engagement and connects it directly to sales and marketing KPIs.
The Hybrid Imperative: Broadcasting Brand Experiences to a Global Audience
Abstract: Hybrid and virtual events have evolved from contingency plans to core marketing strategies. Drawing on experience with large-scale productions like Salesforce’s Dreamforce, Scott outlines how brands can adopt a live-broadcast mindset—creating always-on content engines that extend reach, deepen engagement, and deliver ongoing value.
Key Takeaway: Treat your flagship event like a media network—build content streams that serve both in-room and remote audiences simultaneously.
Proving the Value of Experience: Data, Analytics & the Modern Event ROI Model
Abstract: As marketing budgets face greater scrutiny, experiential leaders must clearly demonstrate business impact. This session unpacks how to integrate digital analytics with participatory data to create a holistic customer view, enabling more precise measurement and optimization of live and hybrid programs.
Key Takeaway: Combine behavioral engagement data with CRM and pipeline metrics to shift the conversation from attendance numbers to revenue contribution.
The “Proof” (Speaking & Authority)
Select Stages: Cal Poly – Experience Industry Management (Guest Lecturer); Virtual Events Institute (Judge/Speaker); MPI (Meeting Professionals International) interviews and forums.
Published Work: Forbes Agency Council contributor (livestreaming, VR, gamification, brand voice); MarketingProfs (experiential marketing and event strategy); BizBash (hybrid event strategy and production insights).
Industry Recognition: Forbes Agency Council member; Board of Fellows, Leavey School of Business at Santa Clara University.
Ideal Audience & Venues
Audience: C-Suite Marketing Leaders, B2B CMOs, Experiential Marketing Executives, Event Strategists, and Revenue Operations Leaders.
Target Stages: CEMA Summit, ANA Masters of Marketing, The Drum Experience Awards Festival, B2B Marketing Exchange.
Available for solo sessions or joint case-study presentations with brand-side client partners.
