Why EventMobi Caught My Attention

4 -5 min read

01 — Why Me

How my experience fits the role

I’m a marketer by education, but over the past 10+ years I’ve built a much broader creative toolkit.

I can develop the campaign idea, shape the messaging, design and build the landing page, create the visuals, shoot photo and video, produce content and help carry the idea through launch.

Marketing / Brand / Web / Campaigns / Design / Photography / Videography / Content

That combination means I can think about the big picture without being removed from the work.

I’m also very tech-forward. I’m comfortable learning new platforms quickly because the tools change, but the principles behind good websites, content, campaigns and customer journeys don’t.

Most importantly, I care about the whole experience: both for the client choosing the product and the person eventually using it.

02 — Where I’d Start

Understand the journey before changing the pieces

Before redesigning anything, I’d want to learn from the team, customers, product and data.

But from the outside, I see a few areas I’d be excited to explore.

The website
Make EventMobi easier to understand, navigate and act on, while keeping the SEO/AEO value behind it. I’m comfortable designing and building websites and landing pages, so this is somewhere I can be hands-on.

The customer journey
Look at the experience from discovery and demo through event setup, registration, check-in, the app and post-event follow-up.

There are really two journeys to think about:

The organizer buying EventMobi.
The attendee using EventMobi.

Both should feel simple, connected and considered.

BadgeON
Check-in is often one of the first physical interactions someone has with an event, yet it can be chaotic and forgettable. I’d explore how BadgeON could become easier to use, more recognizable and much more memorable.

03 — Where EventMobi Could Go

Build recognition through better experiences

EventMobi already shows up across thousands of events. I think there’s an opportunity to turn more of that usage into familiarity.

That means creating a stronger, more cohesive language across the website, landing pages, campaigns, content, product launches and physical experience.

Not making everything identical.

Making everything feel connected.

The same thinking can shape how content is created too. Start with one strong idea, then build the landing page, campaign, video, email, social, SEO/AEO content and sales material around the same story.

One idea. Many touchpoints. One recognizable brand.

——————

Familiarity reduces friction.

Having attended and exhibited at multiple events, I’ve used plenty of different check-in systems. They usually work, but there’s almost always a moment where you have to stop and figure out what to do.

That’s why I keep coming back to Square.

Different businesses can have completely different brands, but when you see the familiar Square hardware and interface, you already understand the interaction.

I think EventMobi has a similar opportunity.

If an attendee sees BadgeON and thinks:

“Oh, I’ve used this before.”

there’s less to learn and less friction in the experience.

That familiarity also matters to the organizer.

If their attendees already recognize the system, know how it works and have had a good experience with it before, choosing EventMobi becomes an easier decision.

Familiarity reduces friction.
Familiarity builds confidence.
And confidence makes the next buying decision easier.

Selected Work

Gumloop: AI-Native Creative Direction

A speculative creative direction for an AI company built around one belief: AI should not make people feel replaceable. It should make them feel more capable.

The work explored how an AI brand could feel more human, cultural, and memorable through campaign strategy, visual direction, messaging, experiential ideas, social content, and brand-world building.

Unpack the Gumloop Project

Foley Dog Treat Company: Brand, Growth, and Product Marketing

An ongoing brand and marketing leadership role across product development, packaging, campaigns, e-commerce, retail support, email, and customer experience.

The work helped grow the company from a regional dog treat brand into a stronger national retail and direct-to-consumer business, with revenue growing approximately 3x and DTC sales increasing year over year.

Unpack the Foley Dog Project

Lululemon: City Sweat Pop-Ups

A campaign concept designed to launch a new collection by bringing workout experiences into the city.

The idea turned everyday commuters and pedestrians into participants, outfitting them in the new collection and capturing raw moments of movement, confidence, and expression for a digital campaign powered by an IRL activation.

Unpack the Lululemon Project

Let’s Build What Comes Next

I put this together because the more I learned about EventMobi and the role, the more I could see myself doing the work.

I know there’s a lot I’d still need to learn from the team, the customers and the product, but that’s the part I enjoy. Getting close to the business, finding the opportunities and helping turn them into work people actually notice and use.

Moe Akbar

Creative and Brand Marketing Leader

Vancouver, BC

LinkedIn: linkedin.com/in/moeakbar

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    • 10+ years helping companies shape their brand, marketing, and creative direction.

    • Experience both agency-side and in-house, from early-stage startups to established consumer and B2B brands.

    • Helped grow a regional consumer brand to national distribution, more than tripling revenue as the business surpassed 5M units sold.

    • Built brands, campaigns, launches, packaging, digital experiences, and marketing systems from strategy through execution.

    • Comfortable moving between the big idea and the details, from positioning and creative direction to the work that actually ships.

    • Tech-forward by default, using AI and new tools to make research, workflows, and execution smarter without outsourcing the creative thinking.

    • Worked with founders, executives, internal teams, creative partners, retailers, and organizations across different industries and markets.

    • BBA in Marketing. Based in Vancouver, Canada. Fluent in English and Arabic.

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