Rachel: Tell us about your career journey.

Astrid: I am an economist by training, with my first professional experience in controlling during university. After earning my bachelor’s degree, I pursued postgraduate studies in tourism, during which I took on a student job at an exhibition for languages - Expolingua. That experience sparked my passion for the events industry, and I’ve been hooked ever since.

After finishing university, I joined ICEF and began working with Rebecca Stromeyer. Together, we organised numerous exhibitions, workshops, and conferences mainly in the education sector worldwide including the Online Educa conference series. In 2000, we branched off to establish ICWE. By 2010, we expanded into Africa. Building a strong reputation for organising educational and development-focused events led to framework contracts with organizations like the European Commission, the Gates Foundation, and the UN, where we acted as PCO. Making an impact plus my love for travel made the global nature of the work especially fulfilling.

Rachel: And where along the line did you become a CloserStillian?

Astrid: We (Online Educa) were acquired in 2017 by CloserStill. I decided to join CloserStill and Rebecca kept ICWE, where she’s still working on the African business and other bits. We still collaborate, as she consults with CloserStill on OEB, which is very nice. We celebrated the 30th edition of OEB last December. Despite all the other exciting opportunities that came up since I joined CloserStill it is wonderful to have one event that has accompanied me throughout my career, one that we successfully kept relevant and appealing over the years. Even in its 30th year, it remained highly successful, and it continues to be one of the leading international events in digital learning.

Rachel: Did anything change for you when you joined CloserStill?

Astrid: Now, my focus is more locally based in Germany, which has been an adjustment. I took on spring Messe (now CloserStill Media Germany) after its acquisition in 2020, and in 2024, I joined the board of Trailblazer after it became part of the group. These new roles bring fresh opportunities and responsibilities that I really enjoy. It’s also a great to connect and work with all the wonderful colleagues across the group - the exchange of knowledge and ideas is incredibly inspiring and keeps things dynamic.

Rachel: Reflecting on your international events, was there ever a moment where cultural or logistical challenges tested your resilience?

Astrid: One of my favourite examples is eLearning Africa, a show we ran on the African continent. In 2010 it took place in Benin, and we secured major players such as Microsoft, Intel, and Oracle for the event. However, there was a centre to hold a conference but no exhibition hall in the country, so we arranged for a tent from Nigeria to host the exhibition. When the tent was delayed at customs for a week, the Minister himself intervened to expedite the process. The tent was set up overnight, and stands were built in record time thus we were able to open on time. A thunderstorm caused a power outage during the closing plenary, at which time the exhibition luckily was closed already for the public, so several cable fires in the tent could not cause any severe harm. While in the closing plenary the attendees improvised with mobile phone lights, so we could finish the event off. This experience underscored that, even amidst challenges, solutions emerge, and success can be achieved.

Rachel: So, quite a change from the day-to-day obstacles in our German office! What are you most proud of when you think of your work in Germany?

Astrid: The team of course - the people and the success stories we were able to achieve together. Watching the German team grow and support one another makes me proud. I love to see our Berlin and Mannheim teams working together, and since last year also with our Trailblazer colleagues in Hamburg. We are all living CloserStill’s values and uniting to make a real impact.

A good example that comes to mind is how we acquired spring Messe (our Zukunft Personal trade show series) right at the start of 2020, just as the Covid-19 pandemic hit. It was a challenging time to step into their lives, yet seeing how resilient the team became was inspiring - and now we’ve just run our biggest ZPE to date with over 25,000 visitors, the highest revenue and most space sold. This success was only possible because of a well-functioning, dedicated team who are valued and trusted by our customers.

Rachel: It's very clear that you’re committed to supporting your team and helping them perform at their best. How do you, as a leader in CloserStill Germany, shape the culture in your office?

Astrid: It may sound simple, but we try and live our values. My approach is based on trust – I try and give my team the freedom to pursue their work as they see fit, and in return, I expect results. If anyone needs support, they know they will receive it. Empowerment is also essential to me; everyone plays a part in our success, so each person should feel empowered. We’re like clockwork: each part has a critical role, and if one cog doesn’t work, it affects the whole operation. Success is a team effort; no one achieves it alone.

Rachel: How would you describe your team?

Astrid: They’re incredibly open-minded and dedicated, which I really value. We have a big mix of people - the youngest is 18, and the oldest is 65, and everyone is representing different backgrounds, religions, perspectives etc. But they are united by their dedication, and they truly love what they do. They always go the extra mile. This makes them very strong and so successful.

Rachel: How does CloserStill support diversity and inclusion in Germany, and what unique challenges do you face?

Astrid: We have representatives on the CloserTogether Taskforce and Pride Network which is great. Colleagues from all three German offices created a Pride Committee for Germany. The team are great at organising themselves and we are fortunate to work for an open-minded company that empowers people. Like we all participated in inclusion training last year.

But across Germany, it’s still an industry where women are underrepresented at the leadership level. Even though we have a high percentage of women working in our field, especially compared to other industries, you hardly see women in C-level roles, particularly at large exhibition venues.

That’s why empowering women and young talent is so crucial. Through my role as Vice President on the board of FAMA, the German association for the exhibition industry, I focus on how we can support and develop young talent. Growing the next generation for our industry is a priority for me.

Rachel: Looking ahead to 2025, beyond financial goals, what are you hoping to achieve?

Astrid: We’ll be celebrating 25 years of Zukunft Personal, so that’s a big milestone. I’d also like to continue to align our German offices more closely. And then you never know what still lies ahead …

 

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