Welcome to The People Behind the Programs, a blog series celebrating the voices, stories, and impact of the community professionals powering connection and belonging across the globe.

Today, we meet Diana Tripac, Senior Program Manager of Scaled Community at Intercom in London, UK. Diana has taken the community space by storm, transforming how businesses see and leverage community engagement. Let’s hear her story in her own words.

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How It Started

My community journey began at Toastmasters International, where I discovered how transformative a strong community can be. Serving from VP of PR to Area Director allowed me to develop a passion for creating spaces where people grow, connect, and thrive. That passion led me to the Open Data Institute (ODI), where I spearheaded a complete community relaunch and transformation. I collaborated with high-impact members and global institutions to rebuild a vibrant, purpose-driven community.

Moving forward, I joined Intercom to lead the transformation of the Intercom Community as the sole full-time driver, owning strategy, vision, and execution. I set bold goals, built a clear path forward, and turned that vision into reality. Beyond Intercom, I engage globally as a community leader, speaker, and Advisory Board Member at Turf, co-authoring a community strategy book with the founder and mentoring startup founders — advancing B2B community growth worldwide. Today, I’m proud to lead one of the most exceptional communities in the B2B SaaS and AI world and play a part in an ongoing journey of growth, innovation, and meaningful impact.

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A Day in the Life

I lead key strategic initiatives for the global community at Intercom, aiming to establish Community as a major driver of customer success and business impact. When I joined over 3 years ago, the Community was a simple support forum with fewer than 5,000 customer members. Today, it flourishes as a mature, thriving ecosystem with more than 22,000 members, driven by expert users, high trust, and exceptional engagement. We now outperform industry benchmarks across major metrics.

In my role, I drive high-impact programs such as the Expert Program, Hire an Expert, Community-led events, referral programs, and more — all while collaborating closely with cross-functional teams to ensure community is embedded throughout the customer experience. While no two days look the same, every day is focused on scaling value, deepening engagement, and unlocking the power of our customers.

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The Tools that Power My Work

The Intercom Community is powered by Gainsight, providing a robust foundation for engagement, scalability, and analytics. We utilize Tableau to track business impact, Goldcast to run high-quality interactive community events, and Coda for day-to-day planning, strategy, and success tracking.

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Advice for Newcomers

Believe in the power of community — it truly is the future of business. This shift is already underway, and the impact of strong, purpose-driven communities will only continue to grow. If you’re starting out, focus on finding a niche you care about and build your foundation with the right knowledge, strategy, and mindset. Community building isn’t just about tools or tactics — it’s about empathy, curiosity, and a genuine desire to help people connect and succeed.

When I began my journey, not everyone understood the value of community or believed in its potential. But I did — and that belief, combined with continuous learning and resilience, shaped the career I have today. My advice: Trust your vision early. Invest in your craft. Lead with authenticity. Community is a long game, but if you stay committed and intentional, the impact you create will grow far beyond what you can imagine.

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Resources I Suggest

I highly recommend “The Business of Belonging” by David Spinks — it’s one of the most foundational books for understanding community strategy end-to-end. The CMX Community MBA course is also an excellent resource for anyone starting out, offering a solid strategic framework and practical insights.

My top tip: Invest deeply in connecting with internal teams and customers. Learn the company’s strategic objectives, key initiatives, and your customers’ real pain points. This understanding becomes your compass — it shows you how to connect the dots, align community value with business priorities, and focus your efforts where they matter most.

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💬 Let’s connect on LinkedIn — I’d love to hear from fellow community builders.

💡 The People Behind the Programs is a blog series that shines a light on the community professionals powering impactful programs around the world. Want to share your story or nominate someone doing incredible community work? Submit your spotlight here.

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Are you passionate about building communities?

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