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 Laura Feroce, Senior Event Marketing Manager at Informa Markets, to learn more about her career journey, the lessons she’s learned, and what she’s looking forward to in the trade show industry.
Q: How did you get started in the trade show industry?
I started my career in 2018 at Informa Markets. I had just moved to a new city and was looking to advance my career in marketing. I wasn’t sure what the trade show industry was like, having never been involved in it. I quickly learned that marketing in the events industry was very different from the marketing work I had done before. Since then, I have been captivated by the industry, the work, and the pace.
Q: What attracted you most at the time and what interests you most today in your work?
Then, a challenge. I was ready to take on something new that I knew nothing about. I was a sponge and wanted to learn everything about my job, the team, the events we managed, how we did what we did, why we did what we did, all of it.
Today, I am challenged. I continue to be challenged with new ways to learn new things, make informed decisions, lead a team, improve the customer experience, and achieve difficult but achievable goals. I always ask myself, “How can we do better?”
Q: What was one of the most important lessons you learned during your career?
I am a bit of a perfectionist. I am definitely a Type A personality. I thrive in an organized environment. But as with life, my career continues to teach me that unexpected things and situations will happen. No matter how much you plan or try to stay organized, you will be faced with challenges, sometimes multiple at once. The lesson here is: pivot and learn to pivot quickly. Things will always change, and you must have the ability to understand why and adapt.
Q: What or who inspires you to strive for excellence?
I am inspired by the people around me who encourage me to continually push my limits. These include my loving husband, my children, my supportive parents, my invaluable mentors, and my dedicated colleagues. I also set high standards for myself and have an innate drive to continually improve. Every endeavor becomes a personal challenge to surpass my own accomplishments and strive for constant improvement.
Related. Meet the 2024 Trade Show Pioneers: Christine Corkran, CMP
Q: What has been the proudest moment of your career so far?
Throughout my career, I have had many accomplishments that fill me with pride. However, winning the 2024 Trailblazers Award is a particularly significant milestone. This recognition has prompted moments of deep reflection and has also fueled my determination to continue to strive for excellence.
Q: How do you define success?
Merriam-Webster defines success as “a favorable or desired outcome.” However, for me, success is about being eager to greet each morning with enthusiasm for my work. It’s about being motivated, caring, and fully invested in what I do. While achieving goals is rewarding, I find that true success lies in the journey taken rather than the end result. It’s a mindset and approach to each day, where I constantly strive to excel and be my best, regardless of the specific outcome.
Q: What aspects of the future of this industry interest you? Why?
Curiosity excites me. I’m intrigued by where the industry is headed: where is it going? How will it evolve? What strategies will we employ to improve the value of in-person experiences for our audiences? Additionally, I’m eager to explore the role of AI and emerging technologies in shaping the in-person events landscape.
Q: Any advice for other newcomers?
It’s easy to say but sometimes hard to do. Love what you do. What are you passionate about? What brings you joy? Follow that inner instinct. If you need guidance, look around you. Find people who have what you desire, whether it’s a job or a personality trait, and ask them to mentor you. Surround yourself with people, places, and tasks that motivate you, push you to be your best, and provide opportunities that take you beyond yourself.
Nominator Quote: “Laura has been an invaluable asset to Informa Markets since joining in May 2018, consistently demonstrating exceptional performance, adaptability and an unwavering commitment to taking on increased responsibilities,” said Danica Cullins, Senior Vice President, SupplySide. “Laura’s initiatives extend beyond simply executing events. Following the success of SupplySide West 2023, she led a data analytics project to optimize marketing spend. Her innovative approach not only streamlined processes, but also demonstrated her ability to drive strategic change, and her dedication was further exemplified by her voluntary presentation of her findings.” to the management team.
Find out more about all the Trailblazers in the June issue of TSE.