Can you share a bit about your background and where you're from?

I spent the first 20 years of my life growing up in Kent but escaped to London at every given opportunity. My career journey had what I consider an inspiring start, opting out of the traditional university route and joining the workforce at 17, in insurance. A nice turning point for me happened when the marketing team at the insurance company created an environment for me to learn about the marketing space and allowed me to transition my role away from insurance sales and admin to affiliate and digital account management. Keen to make the most of it, I took the initiative to do as much learning as I could through online resources; discovering my aptitude and passion for digital marketing and thriving on the challenge of testing and proving results.

Since then, and over the past 7 years, the dynamic and ever-changing nature of exhibitions has captured my fascination. The rest, as they say, is history.

How long have you been with the company, and what led to your transition into the role of 'Head of Digital & CRM'? 

I've been part of CloserStill for just over three exciting years, with my journey beginning amid the pandemic in January 2021. Initially, I was interviewed by our CMO, Alexia, who recognised my aptitude for digital marketing and we formed a role that focused on digital marketing growth given the time, focusing on upskilling marketing teams to become more digitally rounded, supporting the engagement with our digital events at the time, then heading down more of the digital strategy route.

My role and team have grown over a short three years, and today the digital team is made up of 9 members, and we now work closer with the data and other central teams. The business has had a real focus on our digital transformation and it’s great to have investors and business leaders understand the real need to go through a digital transition to ensure we are ahead of the curve and recognised as leaders within the event industry.

Could you provide insights into your new role and responsibilities as 'Head of Digital & CRM’?

Since taking on the role, part of my focus has altered from digital marketing, to support steering our digital transformation and strategy. CloserStill’s proactive mindset and leadership have led to significant investments in this space. Right now, I’m supporting the refinement of our data and digital infrastructure to simplify our marketing tech stack for better productivity and to gear up for an ethical AI transformation; aligning with the right investments and the right strategies. A big part of my role also involves leading the rollout of our new CRM system and collaborating with many teams across the business to ensure its success.

As we navigate this shift, I think our strategic approach is deeply rooted in collaboration; working closely with industry experts to shape a robust data framework, integrating predictive AI insights to enhance efficiency and sustainability. Our journey ahead involves streamlined objectives, focusing on rigorous testing, continuous refinement, and dedicated support for our acquisitions teams, both personally and digitally.

How do you foresee working closely with tech providers to enhance CloserStill’s digital capabilities and support clients?

It's a crucial aspect. We're keen on improving the exhibitor and attendee experience and automating access to data through initiatives, for example, improving our event app developments and infrastructure. I also foresee engaging with suppliers to enhance shows even further and ensuring more suppliers align with our focus on diversity, equity, and inclusion, an example here would be ensuring our websites improve from an accessible perspective.

Can you share details on how your role will promote closer collaboration with acquisitions?

Closer collaboration is the name of the game. Encouraging adoption of our processes, cross-exchange of knowledge, and learning from each other to strengthen our collective approach.

In your day-to-day work, what aspects of your role do you find most fulfilling or enjoyable? 

People management and cross-collaboration bring me immense fulfilment. I feel so lucky to be working so closely with departments across the business to showcase the potential of digital marketing and digital transformation.

How do you personally define and value growth, both professionally and personally?

I firmly believe in manifesting growth. It's about having the right mindset, sharing goals with family and friends, and surrounding oneself with supportive individuals. Line management alignment is also so crucial, providing a roadmap for both personal and professional growth.

How would you describe the team culture at CloserStill?

At CloserStill, even with a growing team of 700+, we've got this tight-knit culture going on. And in the last two years, things have really taken a positive turn (we've got the data from our internal survey to prove it). The business has a big focus on Diversity, Equity and belonging which align with our new company-wide values. The launch of the CloserTogether Taskforce last year was a significant step for the business and I am proud to be part of the taskforce. CloserStill is going to start recognising our people more this year and I’m proud to be part of a business that is focused on creating a positive environment for their people.

Beyond your professional role, what are some of your interests or hobbies outside of work that you're passionate about, and do they influence your approach to leadership and innovation?

I'm a bit of a socialite! And my 2024 goal is to achieve something new every month. Whether it's fitness or other personal pursuits, this approach influences how I lead and innovate in my professional life.