TMLS: Building AI-Enabled Marketing Program for Major AI Event Organizer

Contracted to build and manage the marketing function for Toronto Machine Learning Society, organizers of MLOps World 2025, a leading conference for AI practitioners conference held in Austin, Texas.

The Toronto Machine Learning Society was founded in 2017

Quick Summary

TMLS needed a marketing function built from the ground up to sell out MLOps World 2025 in a market that had become increasingly flooded with competing AI events.

• Redesigned website, including all web copy

• Redesigned and rewrote Sponsor Guide

• Built GTM playbook and marketing dashboard

• Created multiple Custom GPTs for automated content production

• Built AI agent in Voiceflow to support website conversions

• Launched Stack Drops, a partner-based content format

• Launched Stack Sessions, a partner-based webinar series

These activities contributed a 100% sell-out of ticket sales and sponsorship packages of the 2025 event.

Context

TMLS is the organization behind the TMLS Summit in Toronto, MLOps World in Austin, Texas. An early industry mover, they are now facing steep competition from hundreds of new events targeting AI practitioners, many of them free to attend.

I was hired for 3 months as a fractional marketing resource to build and manage their marketing function, with a big part of my work exploring a pivot towards an always-on, community-based model and revenue diversification.

MLOps World targeted an audience of AI practitioners

Objectives

• Implement core marketing foundations

• Implement new positioning and style guide

• Sell 1,000 tickets

• Sell 20 sponsorship packages

I redesigned and rewrote the Sponsor Guide, a critical sales asset

My data-led approach infused the Guide with verifiable info for sponsors

Approach

• Redesign all key marketing assets, including website and sponsor guide

• Implement demand generation programs including email, content marketing, and partner marketing.

• Leverage AI tools to increase marketing productivity

The marketing campaign cycle was approximately 3 months in duration

Deliverables

• Created marketing plan, strategy, and updated style guide

• Consolidated social media and YouTube pages to simplify marketing operations

• Established product playbook to capture critical positioning and GTM information

• Redesigned and rewrote website (WordPress) and Sponsorship Guide (Canva)

• Launched short video series 'Expert Insights'

• Launched blog and newsletter (ActiveCampaign)

• Launched partner-based growth programs including Stack Drops (AI vendor offers) and Stack Sessions (live demos from AI solution providers)

• Created multiple Custom GPTs to support content production (ChatGPT)

• Set up UTM tracking and built marketing dashboard (Google Data Studio)

• Built AI agent to automate B2C ticket sales and top-of-funnel sponsorship enquiries (Voiceflow)

I initiated Stack Sessions, a webinar series by AI practitioners, for AI practitioners

Results

• Sold out ticket sales

• Sold out sponsorship packages

• Increased time and cost efficiency with AI-based marketing automations

• Clear strategy to compete in a rapidly growing AI events sector

I introduced Stack Drops, a partner-led growth program that opened sponsor conversations and built community

About Chris McLellan

Chris McLellan is an AI-forward marketing professional with 15+ years' experience helping startups and scaleups grow. As a certified Chartered Marketer, he has delivered 50+ launch campaigns for companies backed by leading investors including Sequoia Capital, Union Square Ventures, and Sir Richard Branson.

Chris is a member of the National AI Committee at the Canadian Marketing Association, Founder and volunteer producer at Ask AI, a nonprofit AI focused on AI and the future of work, and co-author and Technical Lead of the Data Collaboration Framework, a Canadian international standard in data ownerships and digital innovation.