Patrick Cyrus
Senior Manager, Event Technology & Martech at Celonis. I work on the platforms, integrations and automation that corporate events run on.
About
I'm an event technologist based in Madrid. My work is the layer underneath a corporate event: the registration platform, the integrations that connect it to CRM and marketing tools, and the automation that keeps the event team out of spreadsheets.
I have spent more than ten years in B2B events across Europe, Asia and North America. I started on the marketing side of tradeshows, then built and ran events and an agency of my own. Over the years I kept getting pulled toward the technical side of the same problems: how attendee data moves, what breaks at scale, what can be automated. Today I lead event technology and martech for the global B2B event programme at Celonis.
Work
Event platforms
Platform strategy and delivery for flagship conferences and regional events, from registration to the on-site experience.
Integrations and data
Connecting event data to CRM and marketing so the right people get reliable information without manual work.
Automation and AI
Removing repetitive work from event teams and applying AI where it saves them real time.
Principles
The scale I work at
Celosphere is Celonis's flagship conference. The 2025 edition in Munich brought together around 3,000 business leaders across 100+ sessions. Event technology is what keeps a programme of that size running.
Treat registration as a data model first
A registration form is the start of a data pipeline. Getting fields, identifiers and consent right once keeps every system downstream clean.
Fix the process, then automate it
Most event stacks have enough software already. The gain comes from removing manual steps between the tools a team already owns.
Build for the team, not around it
Automation and AI should leave the event team with fewer tasks and clear control, not with a system only its builder can run.
Design for the worst day
Peak load, late changes and failed syncs are normal at flagship events. Systems should hold up without someone watching them.
Stack
Advisory and speaking
Alongside my role at Celonis, I take on a limited number of talks, workshops and advisory sessions for in-house event and marketing teams.
Contact
Open to select advisory work, talks and workshops. Availability is limited.