IMEX, organiser of two of the world’s largest trade shows for the business events sector, has created two new roles to respond to industry shifts and engage new audiences.
Kelly Grant has been appointed marketing director, bringing over 15 years of experience in the global events industry. She now leads a 16-member team covering marketing, content, social media and digital. Grant will oversee the rollout of year-round content using strategic data to enable measurable and targeted audience reach and attendee conversion. Natalie Gestetner has been appointed IMEX Brand Ambassador. Based on the west coast of the United States, she will work within the new Impact team. Gestetner will collaborate with brand-side executives and senior marketers to introduce them to IMEX and explore how the trade shows can align with their strategic objectives and key performance indicators. IMEX has already launched a dedicated event for Chief Marketing Officers (CMOs) and senior marketing professionals at IMEX America 2024, with plans to expand this initiative. IMEX CEO Carina Bauer said: “We’ve invested in our team and business so that we’re equipped to respond and flex to changes in the industry. Looking at research and speaking to our colleagues and friends around the world, there are many instances now where the event planning role sits within the marketing function and these new roles help us respond to that shift. We want to welcome this new audience of marketers and use our shows to demonstrate the true value of live events. These two senior level appointments signal our intention to advocate for live events as an important and measurable part of the marketing mix.”
