As an emerging leader behind the marketing and audience growth strategy for CES®, Courtney Ford, Director, Digital Engagement, Consumer Technology Association (CTA)®, translates data and audience insights into strategies that produce measurable results and manages the operational demands of high-volume, global campaigns.
For her impactful work, she was recognized as a 2026 Trade Show Executive (TSE) Trailblazer.
TSE connected with Ford to learn about her career and get her advice for up-and-comers.
ANDREW: What brought you to the trade show industry?
COURTNEY: Prior to joining CTA … I did not have any experience in the trade show industry.
After receiving a referral to CTA, I started as an Email Marketing Specialist in 2019 and quickly found myself drawn to the energy and value of the work we do. Over the past several years, I’ve grown into overseeing all digital content across the marketing team as a Director.
What keeps me here are the people and the shared sense of purpose. My teammates are deeply invested in the trade show industry and truly care about the work we’re doing, making it incredibly meaningful and motivating to show up every day and contribute.
ANDREW: What do you enjoy the most about your work?
COURTNEY: I enjoy storytelling. We work with incredible brands and individuals to share how technology improves everyday lives and work, including accessibility, digital health, entertainment and manufacturing.
I’m passionate about going beyond consumer products and highlighting how different technologies come together to improve quality of life. Because we cover such a wide range of verticals, no two days ever feel the same, which keeps the work exciting.
It’s a special privilege to tell founder stories and their reasons for creating specific tech to solve a challenge that they faced.
I also really value the people I work with — it’s a collaborative environment that makes it easier to do your best work. As I’ve grown in my role, mentorship has become especially meaningful to me, and I take pride in supporting and developing others on my team.
ANDREW: Could you describe how you combine data-driven marketing, operational execution and creative experimentation to reach new audiences and strengthen CES?
COURTNEY: We start with a clear understanding of who we need to reach and where the biggest opportunities are to grow CES. Data helps guide those decisions, but it’s really about using that insight to focus our efforts and stay aligned as a team.
From there, it comes down to strong execution, ensuring our campaigns are coordinated, timely and consistently reinforcing the value of attending CES. At the same time, we make room for thoughtful experimentation, whether that’s new channels, formats or ways to engage emerging audiences.
That balance of being focused, well-executed and open to trying new approaches is the key to expanding our reach while strengthening the overall CES brand.
Related. Meet the 2026 TSE Trailblazers: Vanessa Dang
ANDREW: How have you helped introduce and scale new marketing innovations?
COURTNEY: In close partnership with our data team, we revamped our underlying data structure to create a clearer, more actionable view of our audiences. That work enabled us to move beyond broad messaging and instead develop targeted journeys for key segments like C-level executives, first-time attendees and international audiences.
From there, we built and scaled lifecycle marketing programs that deliver more relevant, timely communication at each stage of the attendee journey. This fundamentally changed how we connect with our audiences, allowing us to be more personalized, more strategic and ultimately more effective in driving both attendance and audience quality.
ANDREW: Why is it important to not only grow attendance, but increase the quality and influence of your audience?
COURTNEY: For CES, success isn’t just about how many people attend, it’s about who is in the room. Our exhibitors and partners are looking to connect with decision-makers, investors, media and influential voices who can drive real business outcomes.
By focusing on audience quality, we increase the value of every interaction on the show floor. That leads to stronger exhibitor ROI, more meaningful partnerships and greater global visibility for the technologies being showcased.
It also creates a flywheel effect. When the right people attend, the experience improves, the conversations deepen and CES becomes even more essential for the industries we serve.
Growth matters, but influence is what sustains long-term relevance and leadership.
ANDREW: What has been the proudest moment of your career so far?
COURTNEY: My proudest moment was my promotion to Director and joining senior staff in 2025. It represented both the trust placed in me and the opportunity to build out and lead my own team.
That shift allowed me to move from reacting to day-to-day needs to taking a more strategic approach to our work and long-term planning. It is the moment when my work truly started to feel like a career, not just a job.
ANDREW: What are your keys to success?
COURTNEY: I believe one of the biggest keys to success is staying curious and always being willing to learn. I make a point to build strong relationships across departments and ask thoughtful questions to better understand how everything connects.
It’s important to recognize how your role contributes to the bigger picture and aligns with broader organizational goals.
I also believe in staying adaptable and open to new ideas, especially in a fast-moving industry like ours. Ultimately, success comes from continuous learning and making sure your work supports something larger than yourself.
ANDREW: What challenges have you encountered in your career, and how have you overcome them?
COURTNEY: Starting my first role at CTA at the end of 2019 meant my first few CES experiences were anything but typical. Every show was different, from in-person in 2020 to fully digital in 2021 to hybrid in 2022 and back again.
These circumstances really highlighted how much this industry had to pivot. I was growing in my career and at the same time everything around me was evolving, which brought a unique set of challenges.
Navigating those changes meant constantly adjusting how we approached our work and embracing it as the norm rather than the exception. That experience reinforced just how important it is to understand what your audience needs and remain agile and flexible.
ANDREW: How do you stay motivated and avoid burnout?
COURTNEY: I’ve learned that asking for help and delegating effectively is essential to staying motivated. As I’ve grown into a leadership role, it’s become increasingly important to trust my team and let go of trying to do everything myself.
Maintaining a healthy work-life balance also plays a big role. I make a conscious effort to invest time in my life outside of work.
Taking a step back when needed helps me return to work with a clearer perspective and more energy, which makes me a better leader and allows me to show up for my team.
ANDREW: What advice would you give to an events industry up-and-comer?
COURTNEY: Early in your career, don’t feel pressured to pick a specialty too quickly. The more exposure you have to different areas, the stronger and more versatile you’ll become.
I’ve found that asking questions and seeking out new experiences can open doors you didn’t even know existed. This is an industry where things are constantly evolving, so continuing to learn is crucial.
Above all, remain curious — that mindset will carry you far.
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