Olivia: Tell me a bit about your professional background and what led you into your role today?

Christine: After studying communications in college, I jumped straight into a career in marketing. I soon found my niche in event marketing… the rest is history!

Olivia: Let’s pretend I know nothing about Learning & Development – how would you describe what it is?

Christine: Learning & Development, or L&D, is all about helping people grow in their careers and reach their potential. It’s creating opportunities for employees to learn new skills, improve existing ones, and gain confidence, whether that’s through training programs, workshops, coaching, or mentoring.

Olivia: So how does The Learning Guild stand out in the L&D sector? 

Christine: While many organizations focus purely on training or delivering content, The Learning Guild is all about community and connection. We bring together L&D professionals from across industries under one roof, giving them the chance to exchange ideas and learn from each other face to face. Of course, we also provide our community with the all-important research, articles and webinars, but it’s the combination of practical learning and meaningful connections that makes our approach unique.

Olivia: The Learning Guild also has a unique membership option – what benefits does this offer to the L&D community?

Christine: We have a free membership that gives you access to some of the content I mentioned like articles and webinars. We also offer a paid membership option where you get access to our online conferences, which are typically two-day virtual events focused on specific topics. Free members can still attend these, just for an additional cost. We also offer Enterprise memberships, which allow an entire organization to join. That way, everyone in a company can take advantage of the same benefits and resources.

Olivia: As Assistant Marketing Director, you’ve had a hand in marketing some of the most influential events in the North American learning portfolio - DevLearn and the Learning Leadership Conference. What have been some of the most rewarding challenges or successes?

Christine: Since taking on my role, the biggest challenge has been creating a solid marketing structure - figuring out what we needed to do to achieve our goals, what had to change, and what was already working well. Although challenging, I find it similarly rewarding because I really enjoy that experimental side of marketing: testing, learning from the results, and continually improving. I love seeing how a new email or marketing channel performs and then analysing the outcome. Even when something doesn’t work, that’s valuable information that helps guide the next step.

Olivia: DevLearn is North America’s largest learning technologies event and has been running for over 20 years. What do you think has contributed to its longevity and relevance in the industry?

Christine: Definitely the content - it’s always strong and sourced directly from the L&D community. That authenticity keeps it relevant year after year.

The other big factor is the atmosphere. Whether you’re walking through the expo, chatting in the halls, or waiting for a session to start, there’s such an incredible energy. It’s this vibrant sense of community and enthusiasm that makes DevLearn special.

Olivia: With DevLearn now just around the corner, what are you most excited about this year - from a marketing or attendee  perspective?

Christine: One of the most exciting things we’ve tried this year is influencer marketing. We’ve partnered with several people in the industry who have strong followings to help promote the event, and it’s been really encouraging to see posts being shared and generating traction online - I’m excited to see how this translates into energy and attendance when the event kicks off.

From an attendee perspective, we’re also introducing some unique experiences this year. The biggest one is North America’s Largest Learning Tech Meetup, which we’re hosting during DemoFest. Attendees have been asking for more networking opportunities, and this is the perfect way to connect with others who share similar challenges and interests.

Olivia: What trends or shifts in the US learning community are you most excited about right now?

Christine: The biggest trend right now is definitely AI, and it’s a phenomenon we are actively watching at The Learning Guild. It’s really transforming how content is created, and since so much of what learning and development professionals do involves content creation, like designing courses and training materials, it’s having a major impact on the field.

Olivia: Have you come across anything in the L&D community recently that’s inspired you?

Christine: I recently joined a LinkedIn Live with one of our speakers, and she talked about the importance of being a partner within the L&D community. It really resonated with me - thinking of yourself as a collaborator rather than just an idea implementer really changes the impact of your work. It’s about having a voice and focusing on what truly adds value. I found it really inspiring, and it’s something I’ve been encouraging my team to embrace this year.

Olivia: How do you personally measure the success of your marketing efforts?

Christine: There’s a lot that goes into measuring success. Of course, we look at hard numbers like KPIs and attendance, but there’s also the intangible side - the buzz around the event, brand recognition, and how it sticks in people’s minds. You can’t always track exactly how a social post or conversation leads to a registration months later, but those intangible elements are just as important to the overall impact.

Olivia: What part of your role do you find the most rewarding on a daily basis?

Christine: I really love the strategy aspect of my job. At the beginning of the year, when we’re putting together the marketing strategy for the events, those are my favorite months. I get to think strategically, ask myself what I want to test, and consider the bigger picture. Once the events are in full swing, it’s easy to get caught up in the day-to-day, so I really value the time I get to step back and think more broadly.