Veronica Woods - CEM, MA

I attribute my success to over 20 years of experience in the trade show industry. My career began in tourism and cultural programming, including organizing a German Christmas Market in Chicago for the German-American Chamber. This experience naturally evolved into large-scale international trade show management, where I could combine my organizational skills with global event strategy.

Currently, I work with Knousse, managing multiple international trade show projects. I collaborate closely with teams across Germany, Asia, and Latin America, overseeing everything from sales and budgeting to floor plan development and coordinating group exhibits with diverse stakeholders. Multilingual communication is a key part of my role—I am fluent in German and English and have working knowledge of Portuguese and Spanish. On average, I manage around 10 concurrent international projects, balancing sales, budget planning, pavilions, group exhibits, branding, and partner coordination.

One of my most rewarding accomplishments was managing the largest USA Pavilion at a major international food show, a project with a budget exceeding $4 million that required complex coordination across multiple continents. Beyond operations, I believe my greatest strength lies in building and elevating international brands through thoughtful, consistent marketing strategies.

My advice to young women entering the trade show industry is to treat every project as if it has international impact, even when it doesn’t. Approaching your work with a global mindset—emphasizing precision, professionalism, and cultural awareness—sets you apart and earns the trust needed to take on larger responsibilities.

Don’t be intimidated by complexity. Break tasks down into manageable steps, and then build them back up. Managing multi-million-dollar pavilions or overseeing ten concurrent projects doesn’t happen by accident—it comes from turning chaos into actionable steps. If you can break something down, you can take ownership of it.

Reliability is key. In the trade show world, everything feels urgent, and everyone needs answers quickly. When people know they can truly count on you, you become indispensable. And stay curious, even as you gain experience. Whether it’s a roundtable in the UK or a first meeting with a first-time exhibitor, I learn something new every time. Curiosity is not just a personality trait—it’s a powerful leadership strategy.

Mentoring is a core value in both my professional and personal life. I believe in guiding others whenever possible. You don’t need to serve on a board or run a committee to make an impact—sometimes the most meaningful difference you can make is helping the next person in line navigate their career.

My academic background includes a master’s degree in American Studies, completed in Germany, and a certification in exhibition management. While formal education laid the foundation, I’ve always believed that true mastery in this industry comes from a commitment to continuous learning. This dedication extends to my participation in Insight Strategies, a UK-based marketing roundtable. These small, dynamic, peer-to-peer sessions, moderated by volunteers, challenge me to think differently, speak honestly, and listen intentionally.

Outside of work, my focus has evolved over time. I was once deeply involved in the PTA and local school council, but as my responsibilities grew, I shifted toward mentoring new staff. Supporting colleagues in the early stages of their careers gives me a sense of purpose, allowing me to offer the guidance and insights I wish I had received when I first started.