CHICAGO — To celebrate Women’s History Month, Trade Show Executive (TSE) is shining a spotlight on some of the industry’s most effective and influential leaders — who all happen to be women. Today, TSE is highlighting Danica Cullins, Executive Vice President, Health and Nutrition at Informa Markets. In her role, Cullins is responsible for strategy, innovation, growth and organizational structure of the Health and Nutrition portfolio, which includes Informa’s SupplySide and Natural Products Expo shows.
MADDY: How has the industry progressed in terms of gender equality over the course of your career?
DANICA: The trade show industry has made significant strides in gender equality during my career. I’m fortunate to have always worked with leaders who saw my value first. When I started, I was lucky to be hired by a woman (shout out to Joey Pouliot!). My career began with strong leaders and mentors in the company, both female and male. I could see that leadership roles elsewhere in the trade show industry were predominantly held by men, and women often had to balance more and work harder to prove themselves. Today, I think we are more intentional about creating pathways for women to advance, whether through mentorship programs, leadership training or flexible work arrangements that accommodate different needs. As a result, we see more talented women in leadership positions.
MADDY: Where do we still need to improve?
DANICA: Over the last decade, I’ve seen men increasingly taking family leave and asking for accommodations to balance the needs of work and home. In my opinion, normalizing family responsibilities for all is one of the ways we can accelerate gender equity in the workplace. I have two teenage sons and firmly believe they have benefitted from watching me be their mother and also a professional. My husband and I have shared parenting responsibilities, and it has made all the difference.
On a related note, we also need to focus on retention. As women progress in their careers, they often face challenges balancing work and personal responsibilities, especially in a demanding industry like ours. Give people flexibility and also give them the opportunity to prove themselves. I think we need to empower women, and especially working mothers, to make their own decisions about their career and support them in their success. Women really can do it all — we should celebrate and champion that.
Related. Powerful Women Series: Diane Vidoni
MADDY: What are some misconceptions about women in this industry or in leadership that you’d like to dispel?
DANICA: One misconception is that women are less assertive or unable to handle the high-pressure demands of this industry. The reality is women consistently demonstrate resilience, creativity and the ability to lead with empathy — qualities that are essential in a demanding role.
Another misconception is that women leaders focus solely on “soft skills” and not on hard business metrics. I came up through sales and let me tell you — I’ve had to compete. The truth is, many of the women I’ve worked with are not only incredible relationship-builders but also deeply analytical and results-driven, excelling at balancing people-first leadership with achieving business goals.
MADDY: What would be your advice to other women professionals in this industry?
DANICA: First and foremost, believe in yourself and your capabilities. Take the risk. Women are traditionally more risk averse — but we are just as capable. This industry is fast-paced and constantly evolving, but that also means there’s lots of room for growth and opportunity.
Build a strong network of mentors and peers, both male and female. These connections can provide guidance, encouragement and opportunities to grow. Don’t be afraid to advocate for yourself and take on roles or projects that push you outside your comfort zone.
Finally, never underestimate the power of empathy in leadership. Building genuine relationships and leading with compassion are strengths that create lasting impact — not just in your career, but in the teams and organizations you help shape.
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