Hi, I'm Amy. 👋
Field Marketing & Events. Built for developer infrastructure companies.
- The fit: 20 years building field marketing and events functions from zero — across developer infrastructure, AI, fintech, and enterprise SaaS. Operator and builder.
- The thesis: Events are Mintlify's trust layer with the builders of the intelligence age — across AI, dev tools, finance, and enterprise. Owned formats. Target accounts. Measured pipeline.
- The signal: humble, hospitality-first, pipeline-accountable. The work IS the proof.
What this site is
Spend time inside your product
The best way to learn how Mintlify thinks is to design in your docs language. Product understanding, check.
Show, don't tell
Case studies and methodology — what I build, how I build it, and the thinking behind it. Receipts, check.
Bring something useful
Two artifacts drafted specifically for Mintlify: an H2 event calendar and a sample event brief. Drafted for you, check.
The work I'm building right now.
Currently at Eigen Labs. Building Dott. Drafted this portfolio for Mintlify.
Head of Field Marketing & Events
Eigen Labs. AI + developer infrastructure. Hacker houses. Executive programs. Global conferences. Partner activations.
Founder & CEO
Dott. Event Portfolio Intelligence System. Plan. Forecast. Prove. Score.
Drafted For You
Speculative work, drafted for Mintlify specifically. H2 2026 event calendar. Sample event brief. Click through →
What makes me different
Five differentiators that compound together to level up the function.
Brands I've shipped work for
A non-exhaustive list. Developer infrastructure, AI, web3, enterprise SaaS, consumer tech, and fintech.
Eigen Labs
EigenCloud
Coinbase
Cloud · Developer Ecosystem
Meta
Oculus VR Tour + Community Boost Tour
Oracle
Java Dev Campaign
PayPal
PYUSD developer activations
Robinhood
Global events
Switch
B2B infrastructure
Nintendo, PepsiCo, North Face, Monster, White Claw, Firestone Walker
Earlier brand work
Behind the Scenes
How I think, how I work, and what makes the work different. Events are the real-world trust layer — and the philosophy under the polaroids.
- The starting question: what if every event started with alignment?
- The pattern at every company: no framework, no measurement, no infrastructure, no proof. The job is to install all four — with the team, never alone.
- How the work gets done: hospitality-first, team-aligned, pipeline-accountable. Built end-to-end.
The question that shapes how I work
What if every event started with alignment?
It's the question that shapes the work — every event, from the very first conversation.
Most teams jump straight to execution — booth specs, vendor decks, swag orders, social copy. The work starts the other way around: sit with the team and align on why this event matters, who it's for, and what success looks like. Build the foundation together so execution feels confident, not chaotic.
That alignment is where most events quietly lose their power — not in the run-of-show, not in the venue, but in the moment everyone agrees to do an event without agreeing on what makes it worth doing.
That's the work. Not running events. Building the shared understanding that makes events feel purposeful — and the systems that let us learn what worked so we get better every time.
The pattern
I've built field marketing and events functions from the ground up at developer infrastructure companies, enterprise B2B SaaS, fintech, and consumer tech. Different stages, different industries, same cascade every time — each missing piece tips the next one over.
No framework
Events get picked because "we always go to this conference," not because they're tied to pipeline. Spend defaults to last year's number.
No measurement
Post-event reporting is a deck of photos and attendance counts. Leadership can't tell which events made money and which didn't.
No infrastructure
Briefs live in someone's head. Playbooks live in Slack threads. Vendor relationships die when the person leaves. Nothing compounds.
No proof
When budgets get scrutinized — and they always do — events are first on the chopping block. No proof means no defense. Just feelings.
…and the function quietly evaporates.
The job: fix all four. Every time. Build the framework, install the measurement, ship the infrastructure, deliver the proof.
A team can pull off an activation in three days, or a flagship in four weeks, and have it look successful from the outside. That's not the same as healthy on the inside. Without alignment, the team falls into a vicious cycle:
- Constantly running to catch up.
- Constantly replicating what other teams are doing.
- Constantly hunting through tools to find the wins.
Teams that work differently become leaders in the category. They shape what field marketing looks like at other companies. Quality over quantity. Integrity over the rush to impress.
The deeper win is internal. Showing up with the right plan, the right forecast, and the ability to prove and score every outcome — that's the moat. It's what differentiates doing events from owning events.
How I show up
Every program is designed around making attendees, partners, and teammates feel welcome, seen, and taken care of. The "service" instinct shapes every decision from venue to follow-up.
Co-authored with marketing, BD, sales, DevRel, partnerships, and comms. We all win when we're aligned and rowing in the same direction. Same team, same mission.
Series B growth is messy by definition. The job is to absorb the chaos and convert it into systems the team can rely on. Chaos → clarity.
Forecast what the team will need and ship it before the fire drill. Anticipation is the work — the foundation gets built before the moment requires it.
Events are the real-world trust layer
BUILT WITH LOVE · 143
Why Mintlify 💌
A letter to the Mintlify team. Why I want this role, and what I'd do in my first 90 days.
- The role: Build-from-scratch is exactly the kind of work I'm most energized by — the playbook I've been refining every role I've held.
- The first 90 days: Onboard → install the framework + the H2 calendar → ship the first 2–3 events with proof.
- By Day 90: a framework, a calendar, a measurement system, target accounts, three executed events with proof, and a draft of next year's plan.
Dear Mintlify,
I read your job description twice and felt something I almost never feel reading one: this is exactly the role I was meant for — the right company, the right stage, the right team.
So instead of opening with "I'm excited to be considered" — let me skip the warmup and tell you the why.
Why this role
Build-from-scratch is exactly the kind of work I'm most energized by — and the playbook I've been refining every role I've held.
The line in your JD that landed hardest:
"Comfortable with the constraints of building a function without an established process or large team."
That's the exact motion I've already run. Different stages, different industries, same arc every time: align with the team on what matters, install the framework, ship the first events with intention, measure honestly, scale alongside the team rather than around them.
I'd be honored to run that arc for Mintlify.
Why this team
"Slope over y-intercept. Learning velocity, grit, and unapologetically unique personalities."
That's me. I learn fast. I ship fast. Every project teaches the next one.
"Great marketing comes from great teams, not hierarchies."
Same instinct. I'd rather build the function alongside marketing, BD, sales, DevRel, partnerships, and comms — same team, same mission — than impose it from a corner of the org chart.
Why me
20 years building field marketing and events functions from zero — at developer infrastructure companies (Coinbase Cloud, Eigen Labs), enterprise SaaS (Switch, Serotonin clients), and beyond. The dual perspective of also building Dott, an Event Portfolio Intelligence System for event investment. A pipeline-first instinct. A bias toward shipping.
What the first 90 days look like
Days 1–14 — Onboard. Listen. Learn the team. 1:1s with Marketing, BD, Sales, DevRel, Product Marketing, Product, and the founders. Learn the existing system — what tools the team uses, what events have been shipped, what briefs and recaps look like, which vendor and partner relationships matter. Read everything. Take notes. Don't propose anything yet. By end of week 2, synthesize what I heard into a doc and share it back with the team.
Days 15–45 — Build the framework. Ship the Mintlify Event Planning Framework: every event gets a brief, owner, budget, pipeline goal, and measurement plan before it gets approved. Build the H2 2026 calendar with leadership sign-off and cross-functional alignment. Install the post-event recap process so every event reports against forecast within 14 days. Align with Sales and BD on target accounts and event touchpoint strategy. Talk to 5 customers about why they chose Mintlify — let their voices shape what the function builds toward.
Days 46–90 — Ship the first ones. Execute the first 2–3 events under the new framework. Run the measurement loop end-to-end so leadership sees the first recaps with real numbers — pipeline sourced, lead quality, cost-per-lead, attribution math. Codify what worked. Kill what didn't. Begin H1 2027 planning in parallel.
By Day 90: a framework, a calendar, a measurement system, a target account list, three executed events with proof, and a draft of next year's plan. That's what collaborating with me looks like.
— Amy
LFGAmy ✨ 143
The Vault — Hacker House Series
Eigen Labs' flagship developer experience. Hand-curated, immersive, recurring.
- What it was: Eigen Labs' 2025 hand-curated hacker village series. 5 cohort houses + 1 co-working hub across Denver, Berlin, Buenos Aires.
- The bet: curation > broadcast. Immersion > transaction. The village is the product.
- What I learned: curate before you program. Container shapes conversation. Compound beats conclude. Work outlives the event.
My role: Head of Field Marketing & Events
Format: Recurring multi-day, hand-curated builder experience
Cities: Denver, Berlin, Buenos Aires
Status: 2025 series, successfully wrapped. The 2026 builder program at Eigen Labs runs as Agentic by Eigen — a meetup-format successor, distinct from the Vault's multi-day hacker house model.
The problem
Developer ecosystem events at infrastructure companies usually break down into one of two failure modes:
Booth + swag
Pay sponsorship, ship branded t-shirts, scan badges, follow up with templated emails. Generates "leads" that never convert because the conversation was never real.
Hack as spectacle
Big prize money, surface-level engagement. Builders show up to win prizes and leave. No genuine technical exchange. No retention.
Both produce metrics that look fine on a deck and produce nothing measurable downstream. The Vault was designed to do the opposite: build a multi-day, hand-curated builder experience where the most serious developers in the ecosystem actually want to be — and where the technical conversation is the product itself.
The strategy
Four principles shaped every Vault.
Inside the Vault — a hacker village
The Vault wasn't a hacker house. It was a hacker village — five cohort houses plus a central co-working hub, all within walking distance, all eating dinner together on rotation. Each house was hand-curated for a specific builder community. Together they formed one connected ecosystem.
Five cohort houses, hand-picked. One central hub where everyone converged daily — and where Eigen's DevRel, security engineers, product leaders, and the leadership team were building alongside each cohort the whole time.
"We build together. We live together. The friendships outlast the village."
— THE VAULT OPERATING PRINCIPLEThe activities became the connective tissue between cohorts:
None of these were on a deck. They were the moments that made the village real — the moments that turned a hacker house series into a community that compounds.
What I owned
Concept and program design
Defined the Vault format, audience criteria, multi-day arc, and the role of Eigen Labs technical leadership in the room.
Builder sourcing and curation
Built the hacker outreach pipeline, application review process, and selection criteria. Curated each cohort personally.
Operations end-to-end
Venues, logistics, vendors, shipping, AV, meals, housing, on-site staffing across three cities. Plus partner integration — bringing co-marketing partners in without diluting the technical bar.
Cross-functional alignment + measurement
Aligned Marketing, DevRel, BD, and Partnerships on each Vault's goals, content, and outcomes. Defined success metrics beyond attendance: project ship rate, post-event technical contribution, builder retention.
What I learned
Four lessons from the road — Denver, Berlin, Buenos Aires.
From Denver
Curation is the product
Who you invite matters more than what you program. If the room is right, the program runs itself. Every program I run now starts by defining the room first, the agenda second.
From Berlin
The container shapes the conversation
Multi-day immersive formats create depth that single-day events never can. A 90-minute happy hour produces small talk. A 3-day shared house produces collaborations.
From Buenos Aires
Recurring beats one-off
Each new Vault got stronger because alumni networked into the next one. One-off events leak value because relationships scatter. Compound > conclude.
From every Vault
The work outlives the event
The Vault produced shipped code, technical writeups, and open-source contributions across every edition. The event is the forcing function. The artifacts are the long-term asset.
Where it ports
The format ports anywhere depth matters more than reach.
The Field Marketing & Events System
The operating function under the events — how I organize, document, and automate so the work compounds instead of leaks.
- The premise: most field marketing and events functions don't fail from bad strategy. They fail from bad organization.
- The system: a single home base + purpose-built databases per event type + Slack channels mapped to databases + intake forms + AI agents for the connective tissue + templated artifacts.
- The moat: documentation-first. If I left tomorrow, the team would inherit a working function, not a guessing game.
The premise — organization is the moat
Most field marketing and events functions don't fail because the strategy is wrong. They fail because the function isn't organized.
Field marketing and events has more moving parts than almost any other GTM motion: multiple event types running in parallel, cross-functional stakeholders, vendors and venues, non-recoverable deadlines, inbound community requests, budgets that have to be defended quarterly, partner relationships that compound only if someone tracks them.
The default failure mode: tribal knowledge
Operators carry critical context in their heads and call it good. It works until it doesn't. Then turnover hits, a deadline slips, a recap never happens, a vendor relationship resets, and a year of activity quietly evaporates because nothing was captured.
The fix isn't a better project manager. It's an operating function: organized, documented, and automated where the connective tissue would otherwise break.
What I've built
A working example of the function organized this way — refined across roles. Six interconnected components, one home base.
Tap any component to see how it works.
A single home base
One source of truth for every event, brief, forecast, run-of-show, recap, speaking op, and partner
A single home base
One source of truth for every event, brief, forecast, run-of-show, recap, speaking op, and partner
Every event, every brief, every forecast, every run-of-show, every recap, every speaking opportunity, every partner — all in one place, all interlinked, all discoverable. The function lives in the open. Nothing critical lives in my head alone.
Purpose-built databases per event type
Different shapes for different work, all wired into the same home base
Purpose-built databases per event type
Different shapes for different work, all wired into the same home base
Hosted events, community events, speaking opportunities, partner activations — each with its own intake form, its own status pipeline, its own template-driven artifacts. Different shapes for different work, all wired into the same home base.
Slack channels mapped to databases
Cross-functional team sees activity in real time without opening the home base
Slack channels mapped to databases
Cross-functional team sees activity in real time without opening the home base
Each event database has a dedicated Slack channel. New submissions, status changes, and deadline notifications flow into Slack so the cross-functional team sees activity in real time without ever opening the home base.
Structured intake forms
Inbound requests land in the right place with the right context — no more lost DMs
Structured intake forms
Inbound requests land in the right place with the right context — no more lost DMs
Inbound community event submissions, speaking opportunities, and partnership asks come in through forms that drop directly into the right database with the right context. No more "did anyone see that DM?" — every request lands in a place it can be triaged.
Agents that handle the connective tissue
AI handles the seams (deadlines, recaps, routing) so operators focus on judgment
Agents that handle the connective tissue
AI handles the seams (deadlines, recaps, routing) so operators focus on judgment
A roster of AI agents owns the work that usually breaks down — matching speakers to relevant CFP opportunities, flagging deadlines before they slip, drafting recaps from raw event data, surfacing budget exceptions, routing inbound requests to the right database. The operators stay focused on the moments that matter. The system handles the rest.
Templated artifacts, everywhere
Briefs, forecasts, recaps live as templates so the next event starts smarter than the last
Templated artifacts, everywhere
Briefs, forecasts, recaps live as templates so the next event starts smarter than the last
Briefs, forecasts, run-of-shows, recaps, partner specs — all live as templates inside the home base. The next event starts smarter than the last one because the artifacts compound.
What this unlocks
A few things compound when the function is organized this way — and quietly collapse when it isn't.
The function survives turnover
If I left tomorrow, the team would inherit a working function — not a guessing game. Most field marketing and events functions are one departure away from chaos. This one isn't.
Deadlines stop slipping
Agents surface what's due before it's missed. CFP deadlines, sponsorship cutoffs, hotel deposits, swag windows — the work doesn't depend on any one person remembering. The system remembers. The humans focus on the decisions.
Recaps actually happen
When the system prompts for the recap and the template's already structured around the brief, the recap gets written. The recap is what turns events into an evidence-based function — and it only happens when the system makes it cheaper to do than to skip.
Cross-functional trust compounds
Marketing, BD, Sales, DevRel, Partnerships, and leadership can see what's happening without a status meeting. Slack threads tied to databases mean every stakeholder gets visibility without overhead. That visibility is the unlock for bigger budget next year.
The next operator inherits the system, not the chaos
When a new hire joins, they open the home base and see how the last person handled the same situation. They copy the template. They ship smarter than I did the first time. Onboarding compresses from months to weeks.
What I've learned
Documentation-first is the only sustainable mode
Tribal knowledge feels efficient until it isn't. Writing things down once costs an hour. Re-deriving context every time someone new joins costs weeks. Documentation isn't overhead — it's how the function scales without breaking.
Automate the connective tissue, not the judgment
Agents are great at "did this deadline pass," "draft a recap from this data," "route this inbound request." They're terrible at "is this event the right fit for our brand" or "should we sponsor this conference." Keep human judgment at the strategic decisions. Automate the seams between them.
Forms beat DMs, every time
Every inbound request that comes in through Slack DMs is a request that's going to get lost. Forms drop submissions into the right database with the right metadata, the right owner, and the right status. Slack DMs evaporate. Forms compound.
The system has to make existing work faster, not add new work
Operators are already on empty. If the system feels like overhead, it gets ignored. If it feels like leverage, it gets adopted. Every template, every channel, every agent has to clear the bar of "does this make the work faster than the alternative?" If it doesn't, it's not a system — it's a tax.
Where it ports
This operating model is portable to any field marketing and events function, at any company, in any stack. The tools wrapping it are flexible — Notion, Linear, Asana, Airtable, Coda, ClickUp, Monday, anything else with relational data and shareable views are all viable home bases; Slack, Teams, or anything else can carry the connective tissue. What compounds isn't the platform. It's the architecture: a single source of truth, structured intake, dedicated channels per event type, automated reminders for the connective tissue, templated artifacts that get smarter every quarter, and clear ownership so nothing falls through the seams.
The events get noticed. The operating function is what makes them compound.
H2 2026 Event Calendar
A speculative six-month plan drafted as homework for the conversation. Anchored around a partner co-hosted flagship, sequenced to compound, sized for a first-year function.
- The thesis: Events are Mintlify's trust layer with the builders of the intelligence age — across AI, dev tools, finance, and enterprise. Owned formats. Target accounts. Measured pipeline.
- The flagship: Mintlify Docs Days. Nov 11–12, Bay Area. ~150 invited technical leaders across the four verticals. Unconference, partner co-hosted, working sessions ship real artifacts.
- The rhythm: Builder Sessions (Jul) → Docs Council (Oct) → Docs Days (Nov) → AI Engineer Code Summit (Nov) → AWS re:Invent (Dec). Each event seeds the next.
- The budget multiplier: Partner co-hosting. Customers bring content, audiences, and cost-share. Every dollar stretches.
The strategic frame
Three anchors shaping every event decision in H2.
Build the trust layer
Mintlify is the documentation platform for the intelligence age — built for both humans and AI, with llms.txt and MCP as native primitives. The job of the H2 calendar is to make that trust visible in rooms, on stages, and through the artifacts the right people walk away with.
Bring the customer roster in as co-hosts
Anthropic, Cognition, Replit, PayPal, Fidelity, AT&T, and others already trust Mintlify. The H2 strategy brings them in — co-host, co-content, co-invite. Partner co-hosted budgets stretch further and the relationships compound. Everyone wins when we show up together.
Anchor where the four verticals gather
Selective presence at the events where the AI, dev tools, finance, and enterprise buyers Mintlify already serves are already showing up — AI Engineer, AWS re:Invent — without renting expensive footprints we can't make compound. Speakers, dinners, and curated rooms instead of booths.
The tier system
Every event in the portfolio gets a tier. Tiers shape budget allocation, on-site staffing, and post-event measurement intensity.
Anchor
Supporting
Opportunistic
Surface
The H2 calendar at a glance
Each event is designed to feed the next. The Q3 builder cohort gets invited to the November flagship. The October executive dinner seeds the flagship guest list. AI Engineer becomes the reconnect dinner after the flagship. re:Invent closes the year with enterprise expansion conversations.
| When | Event | Type | Tier | Primary outcome |
|---|---|---|---|---|
| Late Jul | Mintlify Builder Sessions Vol. 1 | Owned · hacker-house format · SF | T2 | Seed the November flagship cohort + ship technical artifacts |
| Aug | Speaking placement at AI Engineer Summit or DevRelCon | Speaking + community presence | T2 | Brand authority with the AI engineering and DevRel audiences |
| Sep | Partner co-marketing dinner | Partner activation · NYC or SF | T2 | Joint pipeline + flagship co-host conversation |
| Mid-Oct | Mintlify Docs Council | Owned · intimate executive dinner · 12 leaders | T1 | Seed the flagship invitee list + enterprise relationships |
| Nov 11–12 | Mintlify Docs Days — flagship ✨ | Owned · partner co-hosted · ~150 people · Bay Area · unconference | T1 | Make Mintlify's trust layer visible — the four verticals in one room, building together |
| Nov 19–22 | AI Engineer Code Summit — NYC | Selective speaker placements + Docs Days alumni dinner | T1 | Brand presence + reconnect with flagship cohort |
| Dec 1–5 | AWS re:Invent — Las Vegas | Selective presence + executive dinner (no booth) | T1 | Enterprise expansion (Fidelity, AT&T, Microsoft, PayPal) |
| Ongoing | Speaking ops pipeline + partner co-marketing | Rolling cadence · spans tiers | T3 | Brand surface area + community reciprocity |
| Ongoing | Podcasts + free co-host opps + virtual hackathons | Rolling cadence · pure brand surface | T4 | Surface area at minimal spend — Latent Space, No Priors, Practical AI, Cognitive Revolution |
Tier 1 anchor events
Tap any anchor to dig into format, rationale, and outputs.
Jul
Late
SF
T1 · Anchor
Format: 2.5-day hand-curated builder experience. ~25 invited builders working on docs systems at companies in Mintlify's ecosystem. Shared housing, technical sessions, real engineering work shipped on Mintlify. Smaller and earlier than Docs Days — designed to test the format, build the Mintlify-led builder muscle, and seed the November flagship cohort.
Why now: A Q3 owned-format proves the team can ship a small builder event before swinging at the flagship. It also produces the first cohort of builders who become flagship attendees, content contributors, and reference customers.
Outputs: 5–8 shipped docs improvements + 2–3 technical case studies + a 25-person alumni cohort that anchors the Docs Days invitee list four months later.
Oct
Mid
NYC / SF
T1 · Anchor
Format: Closed-door, 12-person executive dinner for senior docs leaders at target enterprise accounts (think: Microsoft, AT&T, Fidelity, PayPal, Anthropic, Cognition). Intimate, hosted by Mintlify leadership, no agenda beyond "let's actually talk about what's breaking in docs at your scale."
Why now: The intimate format reaches a tier of senior leader who won't come to a 150-person flagship — and pre-qualifies which of those leaders should be invited to Docs Days a month later. Also moves Q4 enterprise pipeline that's already in motion.
Outputs: Direct relationships with 12 senior docs leaders at Tier 1 accounts. Pipeline acceleration. A curated set of executive-tier invitees who get a personal invite to Docs Days from Mintlify leadership.
Nov
11–12
Bay Area
T1 · Anchor
Format: A unconference. ~150 invited docs leaders, AI engineers, and technical writers from the customer roster and the broader ecosystem. Two days, hands-on, no keynote stage, no 1,000-person ballroom.
Day 1: Working sessions on llms.txt patterns, MCP integration, docs-as-AI-interface design. Fireside conversations between Mintlify leadership and customers like Anthropic, Cognition, Together AI, Replit.
Day 2: A half-day MCP × Docs hackathon — attendees ship something with Mintlify + llms.txt + MCP before they leave. Co-presented with a partner like Anthropic or Replit. The artifacts shipped become the recap content. Collaborative conversations are the point of creation.
Why this is the flagship: Mintlify is defining a category. Categories get cemented by who convenes the conversation. The customer roster is the gravitational pull — they trust Mintlify, they'd show up, and they have stories the market needs to hear. Partner co-hosting (Anthropic, Cognition, Together AI as named partners) stretches the budget, shares the lift, and amplifies the reach. Everyone wins.
Outputs: Technical artifacts shipped during the working sessions and Day 2 hackathon (open-source llms.txt examples, MCP integration patterns, agent demos, docs templates). Customer case studies captured live. Press and content cascade across the following six weeks. A cohort of ~150 senior docs operators who now identify Mintlify as the category leader.
Dec
1–5
Las Vegas
T1 · Anchor
Format: Selective presence — no booth, no sponsorship tier. Two things only: targeted speaker placements (where Mintlify customers are already presenting their docs work) + one curated executive dinner for enterprise accounts attending re:Invent (Fidelity, AT&T, Microsoft, PayPal).
Why now: re:Invent is unavoidable for the enterprise audience but ruinously expensive done wrong. Booths at re:Invent are where field marketing budgets go to die. The play is to show up where decisions are already happening — in the speaker track, in private dinners — without renting a 30x30 footprint we can't make compound.
Outputs: Brand presence on the re:Invent record without the spend. 1–2 speaker placements = brand authority. Executive dinner = ~10 enterprise account conversations in one night, with relationships already warmed by the October Docs Council and November flagship.
Ongoing programs
Speaking ops pipeline
Rolling pipeline run through a 3-pronged strategy: formal CFP applications for open conferences (AI Engineer events, Data + AI Summit), direct outreach to company-hosted events (Vercel Ship, Supabase Launch Week, Cloudflare, Anthropic developer events), and warm intros for invite-only stages. Every placement runs through intake → forecast → recap → score.
Podcasts
The most underused brand-authority channel for AI infrastructure companies. Latent Space, Practical AI, No Priors, Cognitive Revolution, Gradient Dissent — all actively booking guests, all reach Mintlify's exact audience. Pitch Han, technical leadership, and customers on a rolling basis. A single strong podcast appearance often outperforms a mid-tier conference panel.
Partner co-marketing
Monthly partner activation slot reserved for the highest-leverage opportunity that emerges from the customer roster. Joint dinners, co-hosted webinars, joint builder sessions — whatever the partner relationship calls for. Partner-amplification is the budget multiplier.
Fall CFP deadlines are happening now (May–July 2026). If I start late May or early June, the first 14 days has to include filing CFP applications for KubeCon-adjacent, AI Engineer, and Data + AI Summit before they close. CFPs missed in May aren't recoverable in September.
Supporting plays
The brand-authority moves that don't earn their own row on the calendar but compound across every event in H2.
Swag as brand authority, not landfill
The default field marketing and events trap: order a lot of cheap, generic swag and call it done. The Mintlify play: fewer, better, more thoughtful. Designed-for-actual-use items that signal brand quality. Partner-co-branded pieces at the flagship and re:Invent. Swag as a brand touchpoint, not a checkbox — every item is brand integrity in physical form.
Get on partner stages
Mintlify customers run their own events: Anthropic, Vercel (Ship), Supabase (Launch Week), Cloudflare. The play is to pitch speakers — Han, technical leadership, or product — to land on those stages. Lower competition, higher buyer alignment, no booth required. Every partner-stage placement compounds H2 brand authority for a fraction of the cost.
Assumptions and how this would adapt
What I assumed to draft this: H2 budget envelope in the mid-six figures (stretched further by partner co-hosting on the flagship), headcount of one (me) plus shared Marketing, BD, DevRel, and partnerships support, ABM target list anchored by the existing customer roster, primary buyer persona of senior docs/DevRel/eng leadership at companies in the AI and dev tools ecosystem.
What would change it: Real budget number, real ABM list, real input from Marketing, BD, Sales, DevRel, partnerships, and leadership. The flagship in particular needs leadership sign-off and customer partner commitments before it's a green light. Some of these events would shift tiers. Some would get cut. New ones would land. The system stays the same. The portfolio adapts.
This calendar isn't a recommendation — it's a conversation starter. The real H2 plan is what we'd build together in the first 30 days.
Event Brief — Mintlify Docs Days
A sample filled brief showing how every event in the portfolio gets documented before kickoff. Methodology real. Numbers speculative. Drafted as homework.
- The event: Mintlify Docs Days, Nov 11–12, Bay Area. Unconference. ~150 invited technical leaders across AI, dev tools, finance, and enterprise. Partner co-hosted.
- The bet: Make Mintlify's trust layer visible — the four verticals in one room, building together on the patterns that define how docs serve both humans and AI.
- The contract: 130+ confirmed attendees, 60%+ from Tier 1 ABM accounts, 10+ shipped technical artifacts from the Day 2 hackathon, 5+ trade press pieces in the 4 weeks after.
- The biggest risk: partner co-host commitment. Mitigation locked in below.
Event metadata
Strategic objective
Why this event exists
Make Mintlify's trust layer visible — the four verticals in one room, building together
Why this event exists
Make Mintlify's trust layer visible — the four verticals in one room, building together
Mintlify is building the documentation platform for the intelligence age — docs built for both humans and AI, with llms.txt and MCP as native primitives. The customers Mintlify already serves — Anthropic, Cognition, Replit, PayPal, Fidelity, AT&T, and others — span the four verticals that will shape how docs evolve from here: AI, dev tools, finance, and enterprise.
Mintlify Docs Days is the moment the trust layer becomes visible. Technical leaders from across those four verticals in one room — working together on the patterns that define how docs serve both humans and AI. The output isn't slides — it's shipped artifacts, customer stories captured live, and a cohort of 150 senior docs operators who now share a working relationship with Mintlify and with each other.
If we run this event well, three things compound: Mintlify's existing customer relationships deepen into co-creation, the four verticals see each other building together, and the brand authority Mintlify has earned through product becomes felt through experience.
Audience
Who we're trying to reach (and who we're not)
Senior technical leaders across Mintlify's four verticals — AI, dev tools, finance, and enterprise
Who we're trying to reach (and who we're not)
Senior technical leaders across Mintlify's four verticals — AI, dev tools, finance, and enterprise
Primary: Senior technical leadership across Mintlify's four verticals — AI (Anthropic, Cognition, Perplexity, Together AI), Dev tools (Replit, Laravel, Resend, Browserbase), Finance (Coinbase, Fidelity, Kalshi), and Enterprise (AT&T, HubSpot, Zapier, PayPal, X). Heads of Docs, Heads of DevRel, VPs of Engineering — the buyers and champions Mintlify already serves, plus the closest adjacencies.
Secondary: AI engineers and platform leads building products that consume documentation — the ones thinking about llms.txt and MCP in their own systems.
Tertiary: Technical writers and documentation leads at scale-up companies who could become Mintlify champions internally.
Not invited (intentionally): Sales prospects without a docs champion, conference-circuit attendees, anyone whose primary interest is the swag table. The invite list is the value proposition.
ABM target accounts
Sample accounts. Real list emerges from sales + BD input on Day 1.
| Account | Relationship | Stage | Role at Docs Days |
|---|---|---|---|
| Anthropic | Existing customer | Expansion | Co-host candidate · fireside conversation |
| Cognition | Existing customer | Expansion | Customer presenter · case study captured live |
| Together AI | Existing customer | Renewal | Workshop facilitator (llms.txt patterns) |
| Replit | Existing customer | Expansion | Day 2 hackathon co-host |
| Microsoft | Existing customer | Strategic | Executive attendee (docs leadership) |
| PayPal | Existing customer | Expansion | Enterprise attendee |
| Fidelity | Existing customer | Renewal | Enterprise attendee |
| Stripe | New logo target | Discovery | Targeted invite · warm intro via DevRel |
| Vercel | Partner | Expansion | Partner observer · brand cross-pollination |
| Linear | New logo target | Discovery | Targeted invite |
Format detail
Day 1 — Working sessions + fireside conversations
Three working tracks on llms.txt patterns, MCP integration, docs-as-AI-interface design
Day 1 — Working sessions + fireside conversations
Three working tracks on llms.txt patterns, MCP integration, docs-as-AI-interface design
Morning: Three parallel working tracks. Each track is led by a Mintlify product/eng lead plus a customer co-facilitator. Output: shared docs of patterns and recommendations attendees take with them.
Afternoon: Fireside conversations between Mintlify leadership (Han) and 2 customer leaders. Real conversations, no panels. Recorded for content cascade.
Evening: Hosted dinner. Curated seating to engineer conversations Mintlify wants to be in the room for.
Day 2 — MCP × Docs hackathon
Half-day build session. Attendees ship something with Mintlify + llms.txt + MCP before they leave.
Day 2 — MCP × Docs hackathon
Half-day build session. Attendees ship something with Mintlify + llms.txt + MCP before they leave.
Format: Pre-seeded teams (3-5 per team) work on real challenges. Mintlify engineering on-site supporting. Anthropic / Replit co-presenting.
Outputs: Working artifacts shipped to GitHub (open-source examples). Each team demos their build in the final hour.
Why this works: Collaborative conversations are the point of creation. The hackathon isn't a contest — it's a forcing function for the conversations that compound after the event.
Forecast and success criteria
The detailed forecasting model — pipeline math, attribution rules, scoring rubric — lives inside Dott. This brief shows the shape of the forecast for leadership sign-off, not the proprietary math.
Quantitative targets
The contract with leadership — what we'll measure against
Quantitative targets
The contract with leadership — what we'll measure against
- Confirmed attendees: 130+ (target 87% confirm rate on 150 invites)
- Tier 1 ABM account coverage: 60%+ of attendees from Tier 1 accounts
- Day 2 hackathon outputs: 10+ working artifacts shipped to GitHub
- Pipeline (sourced + influenced): Range published to leadership separately (Dott methodology)
- Trade press coverage: 5+ pieces of relevant industry coverage within 4 weeks
Qualitative + brand outcomes
What can't be measured cleanly but still has to land
Qualitative + brand outcomes
What can't be measured cleanly but still has to land
- Customer case studies captured live: 3+ recorded conversations turned into long-form content
- Cohort signal: 80%+ of attendees say they'd attend Vol. 2 (post-event survey)
- Brand authority: Mintlify cited as the docs platform for AI in attendee social posts
- Partner trust: Co-hosts (Anthropic, Replit) publicly endorse the format
Cross-functional owners
| Function | Role on this event |
|---|---|
| Field Marketing & Events | Owner. Strategy, vendor management, run-of-show, recap. |
| Marketing | Content cascade, social, post-event press cycle. |
| BD | ABM input on invite list, named-account warm intros. |
| Sales | On-site relationship building. No selling at the event. |
| DevRel | Technical content design, speaker prep, hackathon facilitation. |
| Partnerships | Partner co-host coordination, joint comms. |
| Comms | Press strategy, trade media outreach, embargo coordination. |
| Leadership (Han) | Fireside conversations · keynote moment · post-event sign-off. |
Risks and mitigations
Partner co-host commitment slips
Anthropic / Replit pull back; flagship loses its partner co-hosted identity
Partner co-host commitment slips
Anthropic / Replit pull back; flagship loses its partner co-hosted identity
Mitigation: Secure 2 partner co-hosts in writing by T-90 days. Identify 2 backup partners by T-120. Build the agenda so a partner can drop out without breaking the format (their slot becomes another customer fireside).
Day 2 hackathon doesn't ship artifacts
Without artifacts, the event loses its compounding marketing asset
Day 2 hackathon doesn't ship artifacts
Without artifacts, the event loses its compounding marketing asset
Mitigation: Pre-seed 3 working teams from Builder Sessions Vol. 1 alumni (Q3 cohort) who already know the Mintlify stack. Ensure Mintlify engineering is on-site supporting. Lower the bar: "shipped" means committed to a GitHub repo, not "production-ready."
Key Tier 1 ABM accounts decline
RSVPs underperform; flagship cohort lacks the right room
Key Tier 1 ABM accounts decline
RSVPs underperform; flagship cohort lacks the right room
Mitigation: Use the October Docs Council (12 senior leaders, intimate dinner) to pre-qualify the invitee list a month before Docs Days. Over-invite by ~30% to absorb decline rate. Personal invites from Han + customer co-hosts for top 20 targets.
Decision log
Bay Area over NYC
Mintlify HQ + customer concentration + reduced travel for partner co-hosts
Bay Area over NYC
Mintlify HQ + customer concentration + reduced travel for partner co-hosts
Mintlify is HQ'd in the Bay Area. Customer concentration (Anthropic, Cognition, Together AI, Replit) is also Bay Area. Partner co-hosts have lower travel friction. The Mintlify Docs Council in October already handles the NYC moment.
150 invitees, not 300+
Intimacy is the value proposition. Vol. 2 can scale if learnings warrant.
150 invitees, not 300+
Intimacy is the value proposition. Vol. 2 can scale if learnings warrant.
At 150 people, every attendee can have real conversations with every other attendee over two days. At 300, it becomes a conference. The whole bet is that intimacy is what differentiates Mintlify Docs Days from existing industry events. Test that bet first, scale second.
Unconference format, no keynote stage
Working sessions + fireside + hackathon · the room is the product
Unconference format, no keynote stage
Working sessions + fireside + hackathon · the room is the product
Keynote-driven events optimize for the speakers. Working-session-driven events optimize for the attendees. Mintlify Docs Days is for the attendees — they leave with shipped artifacts, captured stories, and a cohort that actually knows each other.
Recap plan
Full recap to leadership
Han, Marketing, BD, Sales, DevRel, partnerships, comms. Forecast vs. actual against the contract above.
External content cascade
Customer case studies published. Trade press coverage tracked. Hackathon artifacts featured.
Portfolio score → next year
Score updates fed into H1 2027 planning. Decision on Vol. 2 timing, scale, and partner mix.
How this brief adapts
What I assumed to draft this: The H2 Calendar context, the customer roster from Mintlify's public site, partner co-hosting as the budget multiplier, ABM list anchored by existing customer relationships.
What would change once we're in conversation: Real ABM list from BD + Sales, real partner co-host commitments, real budget envelope, real venue constraints, real leadership availability. The structure stays the same. The specifics get sharper.
Every event in the portfolio gets a brief like this — same shape, different specifics. The brief is the contract. The contract is what makes the function governable.
Take this with you — a clean working copy in Mintlify branding.