CHICAGO — This year’s Trade Show Executive (TSE) Pioneers are a group of innovative and influential industry professionals who are making significant contributions to their organizations.
EAST I sat down with Christine Corkran, CMP, Associate Brand Director at Emerald, to learn more about her career journey, the lessons she’s learned, and what she’s looking forward to for the trade show industry.
Q: How did you get started in the trade show industry?
I lived in Swaziland, Africa (Eswatini since 2018) for several years and during that time I worked for a craft company called Gone Rural. Part of my role was to coordinate the company’s presence at various events and trade shows, including NY NOW (now one of Emerald’s shows). My time in Southern Africa eventually led me to work directly in events, so when I returned home I wanted to continue in the industry. I ended up working at Emerald.
Q: What attracted you most at the time and what interests you most today in your work?
What I’ve always loved about events is that no two days are the same. I can be creative, make things happen, and see my ideas come to life. Now that I’m further along in my career, I can think more strategically about those ideas and design experiences that have an impact.
Q: What was one of the most important lessons you learned during your career?
The importance of building relationships, communicating, and listening. It’s much easier to have a monotonous mind and only pay attention to your individual contribution than it is to collaborate for a larger collective vision. I’ve learned that sometimes there’s a reason why things are the way they are. Instead of rushing to make changes, it’s more effective and sustainable to simply listen first.
Q: What or who inspires you to strive for excellence?
I definitely get my motivation from my father. Growing up, I watched him run a successful business and I subconsciously learned a lot from his work ethic and leadership style. Along with many other qualities, my self-confidence definitely comes from him.
He’s still the person I turn to for advice when I need it, and almost always the first person I call when I have big news to share.
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Q: What has been the proudest moment of your career so far?
In 2023, I obtained my CMP, which was a goal I had since I started working in events, especially given my unique professional background.
Q: How do you define success?
Finding and following my passions in life has been the key to my success. Being able to do what I love for a living was my biggest priority early on in my professional life, and it’s what continues to motivate me beyond traditional definitions of “success” or societal norms.
Q: What aspects of the future of this industry interest you? Why?
I love seeing a shift away from the way things have always been done. Connections are at the core of what we do, and attendees are demanding more personalization from us as organizers. This gives us an opportunity to rethink the experiences we deliver and improve the overall ROI of the event.
Q: Any advice for other newcomers?
Be open to all the opportunities that come your way! As a woman, I myself have gone through periods of imposter syndrome: if you are in the room, you deserve to be there. And if you have an idea, share it with confidence.
Nominator Quote:
“Emerald greatly values Christine’s remarkable talents,” said Beth Cowperthwaite, Senior Vice President of Communications at Emerald. “For Digital Dealer, consistent with the conference and expo’s focus on cutting-edge solutions for automotive dealers, Christine reimagined the program design, leading to the transformation of Digital Dealer’s semi-annual show into a high-volume networking venue for exhibitors and attendees. At Prosper, she has single-handedly increased customer satisfaction by streamlining content and producing a high-quality, compelling show program. Her strategic and innovative programming helped increase the show’s on-site NPS score by 68 points, the show’s post-show survey score increased by 20 points, and brought the show to an all-time high in size and attendance.”
Find out more about all the Trailblazers in the June issue of TSE.