A career for life

Business and Consumer Events

MEET 10 PEOPLE WITH 10 DIFFERENT CAREER PATHS This could be YOU

Second edition

eeaa.com.au “Imagine being part of a team that organises events for 300, 3,000 or even 30,000 people…or creating something that doesn’t exist yet… or travelling the globe in a job you love…this could be YOU!” It takes all types of people with all kinds of skills to create an event.

In this issue we feature 10 young and successful professionals working in the following roles: • Digital Engineer • Motion Graphic Designer • Financial Director • Head of New Business • Event Operations • Marketing Communications • Event Management • General Management

They all have excelled in their roles in the exciting world of business and consumer events. This could be YOU.

Photo: RTAA Yellow Tie Dinner 2017 It takes all types of people, with all kinds of skills, to create an event. Allow us to introduce you to 10 young people with interesting careers in the events industry. You’ll be surprised at the range of roles. Some are front-of-house. Others are behind the scenes. Each requires different skills. Each requires passion and commitment. It takes a team to create an event. And you could have a Career for Life if you choose to work in our industry. There are many pathways. There are many job types. Business and consumer events play a pivotal role in driving Australia’s economy. EY estimated the industry contributed just over $30b in direct expenditure, $13b in direct value- add and nearly 200,000 jobs to the Australian economy. Globally, the exhibition sector has created over 680,000 jobs and attracts over 260 million visitors to its 31,000 trade and consumer shows. It’s a global industry that can take you all around the world, while small enough that you feel part of a team. Whether you’re a teacher, career advisor, parent or student, we invite you to consider the many career possibilities available in business and consumer events. There is a Career for Life.

Joyce DiMascio Chief Executive Exhibition and Event Association of Australasia NAME: Supriya Shakya ROLE: Head of Digital COMPANY: Reed Exhibitions Australia

“We turn a concept into an operational reality. That’s what my job is. It’s creative, challenging and there’s so much innovation you can do around events.”

subsequently joined Reed Exhibitions Australia as DIGITAL ENGINEER eBusiness Manager before her current role as Head of Engineer and Head of Digital at Reed Exhibitions Digital. Australia, Supriya Shakya is no stranger to adversity, breaking down stereotypes and triumphing in a male- Reed Exhibitions is a global leading event organiser, dominated field. running over 500 events from 40 offices in 30 countries. In Australia, Reed Exhibitions runs over 25 events each Supriya has transformed the exhibition world, leading year from trade, retail and consumer exhibitions to some of the most innovative technical solutions in conferences and meetings. the industry. In 2018, a product created and launched under her leadership received the Exhibition and Event As Head of Digital, Supriya is the “ideas person”, Association of Australasia (EEAA) Award for Excellence combining important technical skills with creative, for Best Innovation in Event Technology. Recently innovative thinking to see how digital can add value she was listed under the RELX, a global provider of across the company both for customers and internal information-based analytics and decision tools, Group users. Innovation Honour Roll. Supriya’s role has a lot of contact with different parts of Her resume is nothing short of impressive. However, her organisation. She could be working on application Supriya explains that she has faced plenty of set-backs. of digital products or addressing challenges within the Supriya studied Engineering in Nepal before moving to business and show team. Sydney, Australia to complete a Masters in IT. Coming On other days, she could be liaising with the marketing into Australia on a student visa, Supriya found it difficult director or brainstorming new ideas with the technology to find a job in technology. team. “I didn’t have any Australian work experience and I was Supriya also works closely with Reed’s international on a visa with limited work permit. There is also a bit of offices, usually discussing enterprise solutions and their stigma coming from a non-English speaking country. It implementation in Australia. was quite hard to break that.” Supriya says. Although the deadlines are stressful, she says they are “When I first started applying for jobs, I got more than motivating and the events are rewarding. 50 rejections. Getting rejected was really hard but it was “I love that I can “see” a solution that’s been worked on.” such a learning curve as well.” She says. She says. Supriya started her career as a software engineer and NAME: Kien Tan AGE: 33 ROLE: General Manager COMPANY: The Monkey’s Cobbler

“Every job presents new opportunities and things you have never done before. Sometimes it’s a lot harder than it seems. You’ve got to back yourself.”

Over time Kien’s role has become more expansive also MOTION GRAPHC DESIGNER encompassing production management. Studying Graphic Design at TAFE, Kien’s career path into the events industry was more or less a happy accident. In his role as General Manager, Kien liaises with clients, assists with design production and ensures the content Kien imagined a number of careers for himself, from is successfully delivered at the event. digital specialist and animator to video production and television advertising. While Kien did not set out to join the exhibitions and events industry, he enjoys the variety it presents and the When the global financial crisis hit, those jobs never dynamic and fast-paced environment it brings. eventuated and Kien became the first employee at The Monkey’s Cobbler (TMC) in the role of Junior Graphic “Every job is different. Even when we do the same Designer. Ten years later, Kien has progressed to Senior award show year after year - each time the look will be Graphic Designer and General Manager. different, the feel will be different. You’re never re- treading too much of the same ground.” Kien says. TMC is a creative studio based in Sydney, specialising in motion graphics, video production and digital. TMC Kien says this variety can bring about new challenges. produces content for a range of events including the “Every job presents new opportunities and things you APRA Music Awards Interviews and GQ Men of the Year have never done before. Sometimes it’s a lot harder Awards. than it seems. You’ve got to back yourself.” He says. While Kien’s title is General Manager, he is first and Kien says it is important to keep an open-mind and foremost an animator and graphic designer. Imagine attitude when it comes to your career path. producing the Academy Awards - this is what Kien does “When you actually get out and look for work and for many different industries. take on jobs, just be open, you might find yourself in a He creates on-screen content for events, including completely different position and that can be a good award shows, brand activations, communications, thing.” He says. conferences, exhibitions and trade events. Kien has produced content for events including the AFTA National Travel Industry Awards and Australia’s premier investor event, SOHN Hearts and Minds Investment Leaders Conference. “Looking back at it now, I’m not even sure how I did it but FINANCIAL DIRECTOR it taught me a lot of skills that I didn’t have to begin with. From serving hot chips and hamburgers at the local café I had to learn to delegate, prioritise and say no. It helped to crunching numbers as the director of finance at one refine leadership skills.” She says. of Australia’s leading venues, International Convention Centre (ICC) Sydney, Erica always knew she had an As director of finance at ICC Sydney, Erica forecasts affinity with the hospitality industry. After completing numbers for the next five years, advising on any work experience at KPMG and a hotel in Canberra, she opportunities and risks. knew she wanted to combine hospitality with her love of Forecasting numbers for a $1.5 billion world-class event numbers. destination is a high pressure position because these “I was lucky that I knew what I wanted to do very early.” numbers influence what decisions are made. Erica says. “I have a team working with me and accuracy is very Erica’s career in the hotel industry began as a trainee at important in the finance department.” She says. the Sofitel Wentworth in Sydney and it was here that she Boasting spectacular views of Sydney Harbour and developed a “spark” for finance. During the Sydney 2000 the city skyline, ICC Sydney is situated in the heart of Olympic Games, Erica was seconded to the finance Sydney and hosts a range of events from banquets for department to collect deposits. over 2,000 attendees to concerts in its theatre with a “I loved it. I was just lucky the financial controller at the capacity of 9,000. time saw the spark as well and offered me my first full “I have the luxury of being able to crunch the numbers time role in the finance department.” She says. in my office. Then walk outside and see the visual and With her sights set on finance roles, Erica completed tangible side of the numbers with our amazing events. a Bachelor of Business, majoring in Accounting by That’s unique to hospitality.” She says. correspondence at Charles Sturt University and a CPA to become a Certified Practicing Accountant while she climbed the ladder in the hotel industry. If this wasn’t enough, Erica balanced her career ascent with becoming a mum. She says building her career while being a mum was one of the most challenging things that she did “two times over”.

NAME: Erica Blythe AGE: 40 ROLE: Director of Finance and Administration COMPANY: ICC Sydney

“I have the luxury of being able to crunch the numbers in my office. Then walk outside and see the visual and tangible side of the numbers with our amazing events. That’s unique to hospitality.” NAME: Laura Huddle ROLE: Head of New Business, Asia-Pacific (APAC) COMPANY: Eventbrite

“I’m a technologist. I love gadgets. I’m a gamer. As we become more tech savvy, being in an industry that focuses on human connection.”

Laura has taken a number of bold risks in her career. HEAD OF NEW BUSINESS She moved from North Carolina to San Francisco, a city Few people are more driven and accomplished where she knew no one. She joined a start-up company than Laura Huddle. Between juggling a two year that no had heard of. Then she moved with her family old, completing an MBA and dodging fireballs to win (dog and all) to Melbourne, Australia, a country in which every Mario game, Laura has, for almost a decade, she had never set foot. led Eventbrite to become the world’s largest event technology platform. “My career has been a series of taking measured risks, trying new things and getting out of my comfort zone.” Eventbrite is a leading global event management and She says. ticketing platform that allows users to create, share, find and attend events. Eventbrite assists event creators In Australia, Laura helped build the marketing team as transform their idea into a reality. However, it also allows Head of Marketing before her current role as Head of attendees to find and attend events. In 2018, Eventbrite New Business in Asia- Pacific (APAC). powered 3.9 million events across 170 countries. Laura’s dedication to the company and its success Laura was raised in North Carolina where she also comes from her belief in its mission, which is bringing studied Business Administration and Journalism at people together to share in live experiences. the University of North Carolina. After completing her “I’m a technologist. I love gadgets. I’m a gamer. As we degrees, Laura moved to San Francisco where she become more tech savvy, being in an industry that worked for Fox Interactive Media and Myspace before focuses on human connection. I’ve got a lot of time for she joined what was then a small start-up company, that.” She says. Eventbrite. As Head of New Business, Laura assists event creators In 2016, Laura returned to study, completing a Global bring their ideas into fruition. She says that working with Executive Master of Business Administration (MBA), passionate people is what she loves most about her job. predominantly based in Hong Kong through three different schools- Hong Kong University, London Business School and Columbia University in New York. “It was an intense amount of work, which I happened to complete while pregnant and working at Eventbrite.” Laura says. NAME: Georgie Chapman-Burgess AGE: 26 ROLE: Operations Manager COMPANY: Exhibitions and Trade Fairs

“When the show opens only you know what it took to overcome the big and small challenges. Seeing the results of your work is incredibly rewarding.”

Despite not having received an ATAR, Georgie’s initiative EVENT OPERATIONS led her to be accepted into a Bachelor of Business in Georgie Chapman-Burgess is proof there are many Convention and Event Management at Southern Cross roads to success. The necessary ingredients are hard- University. work and a willingness to seize every opportunity. Following the completion of her degree, Georgie moved Like her career, Georgie’s upbringing had an to Newcastle and later Sydney when an opportunity unconventional beginning. Georgie is a quintuplet and arose with Exhibitions and Trade Fairs (ETF) in Sydney. grew up with four brothers and sisters in a small town ETF is an award winning exhibition and conference called Glen Innes in New South Wales. organiser, delivering successful events for its clients “I thought it was normal growing up with four siblings the across the globe. same age as me. But I look back at it now, it was crazy.” As Operations Manager, Georgie has delivered She laughs. successful events including Drinks Industry Exhibition Raised by her Indigenous mother and Anglo father, 2018, National 4×4 Outdoors Show and Fishing & Georgie was competitive with her siblings but had Boating Expo 2018 in Brisbane and Melbourne. strong role models in her parents. In 2019, Georgie attended the Global Association of the Although Georgie’s mother did not complete high Exhibition Industry’s (UFI) Asia- Pacific Conference with school, she showed her children the value of education, Exhibition and Event Association of Australasia’s (EEAA) completing a Bachelor of Secondary Education, Chief Executive, Joyce DiMascio in Tokyo. She earned majoring in Aboriginal studies while working full-time this privilege after receiving the inaugural Tourism and raising five children. Australia Scholarship at the EEAA Awards for Excellence “Mum was always studying – so when it came to our last year. Georgie was also the recipient of the 2018 education, we didn’t question it. This is what she did and Richard Geddes Young Achiever Award after being it showed us the importance of education.” Georgie nominated by her peers for her work as Operations says. Manager at ETF. After watching her mother balance work and studies, Georgie is driven by her love of exhibitions, overcoming Georgie was determined to go to university but she challenges and the joy of bringing people together. did not have the grades. She approached her principal and after an interview, Georgie was one of a handful of students selected for a Principal’s Recommendation. Photo: Cellar Door Fest at Adelaide Convention Centre NAME: Jamal Gittens AGE: 32 ROLE: Operations Manager COMPANY: Melbourne Convention and Exhibition Centre

“It’s an amazing industry, you learn so much about so many different things. It’s an industry where you don’t always have to have a degree. A lot of it is experience and skills.”

Jamal works on and off-site, co-ordinating multiple EVENT OPERATIONS departments, resolving issues, approving requests Jamal took an unconventional path into the events and and ensuring upkeep of the venue. With 30,000 square exhibitions industry. He started in a labouring job before metres of pillar-less exhibition space and 52 meeting he moved to Brisbane where he worked his way up to rooms at MCEC, this is no small task. Project Manager at Moreton Hire. “A big part of my day is solving problems and providing Jamal left school in Year 10. He imagined a career advice. I like to problem solve and think outside the working on boats as a skipper. He says his younger self box. That’s the enjoyable part for me. Every day is very would probably be surprised at where he is now. different.” He says. “I had a completely different idea of what I was going to MCEC hosts a range of events from concerts and expos do as my career.” Jamal says. to sporting events and conferences with big name Jamal says it has been difficult at times not having speakers. Jamal says one of the interesting things that “piece of paper”. However, he says there are still about his job is learning about different industries that opportunities without a degree. The important thing is he works with. These are the clients who hold events at to network and make relationships with different people. MCEC. “It’s an amazing industry, you learn so much about so “It is important to learn about their industry to be able many different things. It’s an industry where you don’t to understand what they want. Different things are always have to have a degree. A lot of it is experience important to different clients. I look after most of our big and skills.” He says. events including National Manufacturing Week, Austec Jamal joined Melbourne Convention and Exhibition and all those big machinery ones. I get to learn about Centre (MCEC) as Logistics Manager before his current the machines and what those industries do.” He says. role as Operations Manager. In a fast-paced, 24-hour industry, Jamal says it is A leader in technology and innovation, MCEC captures important to make time for yourself. For Jamal, this Melbourne’s creative and vibrant character through includes camping, four-wheel driving, kite surfing and memorable live experiences. As Operations Manager, motor cycling. Jamal is responsible for overseeing day-to-day “Make sure you give yourself some of your own time. operations of the venue and ensuring each event is Having that work life balance is a key thing.” He says. delivered for MCEC’s 2.5 million visitors. “She took a gamble and hired me after an internship. MARKETING COMMUNICATIONS She’s the reason that I have been able to grow so much Three and a half years ago Jessica McLean was the in the last three years and move quickly through the office intern at Sydney-based communications firm, ranks.” She said. Zadro Agency. Her willingness to learn and openness to feedback saw her career sky-rocket to Senior Account In 2018, Jessica tackled her fear of public speaking Manager in just a few short years. after Felicity put her name forward to present at the Exhibition and Event Association of Australasia’s (EEAA) Jessica’s advice? Leader’s Forum and Conference. “Take every opportunity presented to you. Always say “Felicity signed me up for it and I am so glad she did. ‘yes’. Give it a go. Try your best and if it doesn’t work out, That was a big moment that I will always remember.” don’t worry you’ll have more opportunities.” Jessica She says. says. As Senior Account Manager, no two days are the same. Jessica completed a Bachelor of Journalism and a She produces strategic communication plans for Bachelor of Arts in English and Linguistics. During her six multiple clients, social media content, design work and years of study, Jessica completed an internship at Zadro regularly creates media releases and editorials. Agency. Three months in, she was hired. Jessica says the variety of tasks involved in her work Zadro Agency is a communications agency, specialising helps her stay engaged and cope with the more in producing tailored strategic work for a range of challenging responsibilities. A supportive team, she businesses. Zadro’s multi-disciplinary team delivers says, is also crucial to her success. specific solutions for public relations, marketing, digital and social, design, website and internal “My colleagues at Zadro are so supportive. Everyone communications. has come into the industry via different paths. Everyone has a different perspective.” She says. Jessica was hired as Administrative and Marketing Assistant and worked her way up to her current position Away from work, Jessica is a self-proclaimed “nerdy as Senior Account Manager. She credits her quick kid”, enjoying all things science fiction, food and world- ascent to hard work but more importantly, her ability to building computer games. take on feedback and push herself. Jessica says Founder and Managing Director of Zadro Agency, Felicity Zadro, has been integral to her success.

NAME: Jessica McLean AGE: 28 ROLE: Senior Account Manager COMPANY: Zadro Agency

“Take every opportunity presented to you. Always say ‘yes’. Give it a go. Try your best and if it doesn’t work out, don’t worry you’ll have more opportunities.” Luke says every day is different in the events industry. EVENT MANAGEMENT Some of his proudest moments include the opening day Luke began his career at Adelaide Convention Centre of Land Forces - the nation’s premier defence industry (ACC) as a waiter 26 years ago. Two-and-a-half decades event - in both 2016 and 2018. Lauded as the ‘best and seven different departments later, he has worked yet’ by exhibitors, visitors and organisers, Land Forces his way up to his current role as Exhibition Services 2018 was the ACC’s largest exhibition to date, covering Manager at one of the world’s most modern, flexible over 20,000 square metres including extensive outside and technologically advanced meetings and events displays. venues. Luke says his love for the events industry comes from “I’ve done everything from working as a stand builder, the diversity that it brings. forklift driver and an event organiser.” He says. “I still find it exciting how you can visit the show floor When Luke first began at ACC he was studying to be a one morning to look through an event and then head draftsman, however it wasn’t long before his passion for down the next morning at the exact same time and it is the events industry became clear. a totally different event.” He says. Luke became the first employee in the Exhibitions Throughout his career, Luke says he has enjoyed Department 18 years ago. Today, he has a team of watching the industry evolve in response to technology. 12 and is responsible for managing the Exhibition and Design department’s day-to-day operations. He “The exhibition and event industry continues to push oversees the planning and logistics of key events, boundaries with technology. We are always finding new including South Australia’s most awarded annual food ways to engage people.” He says. and wine festival, Cellar Door Fest. Luke has a passion for environmental sustainability. He Luke’s experience has also included working on is involved with the Exhibition and Event Association the project team for the ACC’s recent $397M of Australasia’s (EEAA) Sustainability working group. redevelopment. This was a nine-year project which At ACC, Luke supports the ACC’s long-running saw the venue’s footprint expand to more than 20,000 EarthCheck certification. In 2018, the ACC became the square metres of multi-purpose space. It included the world’s first convention centre to achieve EarthCheck installation of new technologies, which presented a Platinum. range of new and exciting opportunities for exhibitions held at the venue.

NAME: Luke Edginton AGE: 44 ROLE: Exhibition Services Manager COMPANY: Adelaide Convention Centre

“The exhibition and event industry continues to push boundaries with technology. We are always finding new ways to engage people.” Aside from working in such a dynamic environment, Lara GENERAL MANAGEMENT says the best thing about her job is seeing her hard work Lara’s career in the events industry has allowed her to come together. pursue one of her personal passions and that is travel. “Seeing an event come together that you’ve spent Growing up in a small town on the Sunshine Coast in weeks, months, years on is something I thrive on. All of Queensland, Lara has always been keen to explore the sweat, tears, blood, laughter, no sleep. It’s definitely Australia and the world. 20 years working exclusively worth it in the end.” She says. in the events industry has enabled her to work in the United States and in four different states across Lara says working in multiple roles and managing teams Australia. with a variety of personalities and ages has helped her grow as a person and a leader. She says it is important She has held different roles including event to have patience, respect and appreciation for how management and sales, operations, venue different people operate. management across bars, hotels and corporate sales. For the past 15 years Lara has been in leadership- a role Lara’s next focus is leading the latest redevelopment she says “encapsulates it all”. project at Melbourne and Olympic Parks, the new conference and events centre. Lara is in charge of Lara is passionate about the events industry. However, leading the development and construction plans as well she says it also involves a lot of hard work. as creating a marketing and sales campaign for the new “It’s the best industry in the world. To get to the top building. takes a lot of hard work and passion.” Lara says. “Running over three years, the $271M redevelopment As General Manager, Lara is responsible for sales and includes a 2000 square-metre pillarless ballroom, a 250 operations, managing the team acquiring business seat auditorium and a 5000 seat show court arena to events and corporate hospitality as well as managing cater for the growing popularity of the Australian Open. the team that operates those events for all Melbourne The project is scheduled for completion by the end of and Olympic Parks venues. 2021.” Home of the Australian Open and holding over 650 events a year, Lara describes her work environment as “exciting and dynamic”. Each day is different working at Melbourne and Olympic Parks but every day she is surrounded by activity and remarkable infrastructure.

NAME: Lara Burnes AGE: 36 ROLE: General Manager, Premier Events and Experiences COMPANY: Melbourne and Olympic Parks

“It’s the best industry in the world. To get to the top takes a lot of hard work and passion.” NAME: Jenna Cali AGE: 33 ROLE: Operations Manager- Exhibitions and Sponsorship COMPANY: Informa Australia

“Working in London was a career highlight for me. It opened so many avenues. I was able to meet so many people, which created a lot of opportunities.”

opportunity to work with the Chief Marketing Officer EVENT OPERATIONS AND where she gained insight into the world of exhibitions. SPONSORSHIP Returning to Australia, Informa recognised the Jenna’s career shows the value of always saying yes to potential in Jenna and hired her as the Exhibitions and opportunities. Sponsorship Operations Manager. With limited formal Her career path started out through an internship training and experience in exhibitions, Jenna says that opportunity with Institute for International Research (IIR) this was the biggest challenge in her career. when she was studying at College. She was 19. After reaching out to her network and trusting her Following her internship Jenna was hired as a instincts, it wasn’t long before Jenna was flourishing, receptionist with the promise of an event management leading a number of successful events including Décor role once it became available. Three months later she and Design, AusRAIL and The Safety Roadshows. received the role and Jenna was moving her way up the Jenna says there is no other industry as rewarding as ranks at IIR, which later merged under Informa Australia. the events and exhibitions industry. Informa Australia is the nation’s leading event organiser, “Seeing an event from concept to completion is the delivering a number of large scale exhibitions, industry most enjoyable part of my job. That’s what keeps you conferences and highly specialised corporate training going.” She says. events for over 40,000 attendees. Although it is incredibly rewarding, Jenna says people Jenna’s interest in exhibitions arose during a two-year can sometimes glorify the industry. stint in London where she worked in Group Marketing at Informa. Jenna was running the Global Awards for “Be prepared for hard work. I don’t know if people Informa, managing the Informa Academy Training understand that you’ve got to put the hard yards in. It Courses to improve staff skills. can be very rewarding but there’s a lot of blood, sweat and tears as well.” She says. “Working in London was a career highlight for me. It opened so many avenues. I was able to meet so many people, which created a lot of opportunities.” Jenna says. During her time in London, Jenna was also given the THIS COULD BE YOU

Have these stories inspired you to consider a career in business and consumer events?

Formal qualifications through university in any discipline will open the doors to a world of opportunity in the sector. Some of the professions in demand include: • Marketing and communications • Accounting and finance • Sustainability • Business • IT and Engineering

There are specialised TAFE courses in event management. Some of the careers available through TAFE education include: • Event operations and planning • Graphic design and creative production • IT - event technology, programming, business and information systems, data analyst • Administration

Check out the following sites for more information: www.smartandskilled.nsw.gov.au or contact your local TAFE. www.myskills.gov.au for information about VET courses around the country. www.apprenticeshipsupport.com.au to find out more about traineeships for school leavers.

If you’re still unsure what to do next, get in touch with us at the Exhibition and Event Association of Australasia and we’ll help get you on a track to a fulfilling and lifelong career in exhibitions and events.

Visit us at eeaa.com.au or phone +61 2 9413 9520

A career for life Photo: Décor + Design 2018

For more information on careers in business and consumer events contact Exhibition and Event Association of Australasia PO Box 952 Chatswood NSW 2057 T +61 2 9413 9520 E [email protected] eeaa.com.au ABN 35 433 559 243

THE POWER OF EXHIBITIONS

Printed on recycled paper which is sourced from renewable forests and certified by the Forest Stewardship Council (FSC).