Alyson DeMelo is Senior Director of Sports Marketing at Salesforce, where she founded and leads the company’s Sports Marketing team. Since 2021, she has grown the function into a global growth engine that drives both brand impact and business results. She manages partnerships with Formula 1, McLaren Racing, Ferrari, LIV Golf, Tottenham Hotspur, Live Nation, Milano Cortina 2026, the UFL, Pacers Sports & Entertainment, Chase Center, the San Francisco Giants, and the San Francisco 49ers. Alyson oversees a global team that amplifies Salesforce’s priority products, including AI and Agentforce, through campaigns, PR, events, and executive engagement.
Previously, she served as Senior Director of Strategic Events at Salesforce, where she relaunched and scaled the company’s flagship digital marketing event, Connections, driving double-digit growth in attendance, pipeline, and sponsorship. She also elevated Salesforce’s presence at premier industry events including NRF and ShopTalk, delivering measurable sales impact.
Earlier, Alyson was Director of Corporate Events for Salesforce Commerce Cloud following its acquisition of Demandware, where she led the brand transition and introduced the new Commerce Cloud at Dreamforce. At Demandware, she spearheaded global events, demand generation, and strategic marketing programs that consistently ranked among the company’s top pipeline contributors.
She began her career at Davies Murphy Group (acquired by LEWIS), advancing to Managing Director of Marketing, where she counseled technology clients on integrated marketing strategies and led international teams.
Alyson is a graduate of Boston College, where she earned a degree in communications, graduating cum laude.
