CHICAGO — Nataly Laro, Group Marketing Director, Fire & Energy Media, Clarion Events, is a leader who is known for combining strategic thinking with operational execution and achieving measurable business outcomes.
Her work has played a critical role in the growth and evolution of Clarion’s Fire & Rescue media portfolio, driving its audience reach, customer engagement and overall success, and earned her recognition as a 2026 Trade Show Executive (TSE) Woman to Watch.
We sat down with Laro to learn about her career and get her perspectives on the events industry.
ANDREW: Can you tell us how you landed in the trade show industry and what has kept you here?
NATALY: What I love most about the trade show industry is how energizing it is. It affords you the opportunity to connect with your peers and discuss ideas and challenges, and how to approach them.
You get to walk away feeling inspired and ready to tackle what’s next.
ANDREW: What are some of the skills that have helped you move up in your organization, and how do you refine those skills?
NATALY: I’m a naturally curious person who loves to learn. I believe this translates well into many of the areas I’ve grown into.
Technology is a such a key piece in marketing, and understanding the integrations, speed to access data and the accuracy of it has always been not only fascinating to me, but such an integral part of my strategy.
What’s fun is then pairing this with creativity to turn data into impactful campaigns. However, it is only through intentional collaboration that the best ideas and solutions to challenges come to fruition.
ANDREW: Could you describe your contributions to the growth and evolution of Clarion’s Fire & Rescue media portfolio?
NATALY: It’s easy to be genuinely inspired when your work impacts those who put their lives on the line for you when it matters most — our first responders.
Through strong, collaborative relationships with leadership, sales, editorial, design, fulfillment and more, we have been able to grow our media business exponentially — from print magazines and books to digital products such as webcasts, podcasts, newsletters and our very own learning management system. Together, we’ve built strong product strategies around our customers and their needs, evolving alongside them.
ANDREW: How is data instrumental to your work?
NATALY: Data is everything.
Understanding your audience, their needs and their behaviors is the only way to deliver value. In today’s landscape, we need to constantly capture customer insights and adapt quickly, and the only way we can do that is through data.
ANDREW: Could you walk through your recent promotion and how you have adjusted to and embraced your responsibilities? How have you tailored your philosophy to this new role and met challenges?
NATALY: To be a marketer means to be highly adaptable, and this has been my core strength as I have entered my new role. I’ve had the opportunity to reflect on what I’ve learned over the years and explore how my skills can be applied to a new industry.
As a naturally curious person, I enjoy learning and the team around me have been nothing but encouraging, motivating me to embrace the new opportunities in my path.
ANDREW: What is your motivation to continue striving for excellence in your work?
NATALY: When I put my name on something, I want to be proud of it. I enjoy finding my next opportunity to learn something new and overcome new challenges.
Seeing the results of what I’ve helped build keeps me motivated and eager to raise the bar with each success.
ANDREW: How do you maintain a healthy work-life balance to avoid burnout? How do you encourage others to do the same?
NATALY: Rest is an essential part of being healthy and productive, and prioritization is key for that.
It allows you to organize yourself better, clarify when plans might need to change and highlight when you need to create boundaries.
Having hobbies outside of work that make you feel full is really important. For me, that’s staying in touch with my creative side through art, reading a good book, playing Spider-Man: Miles Morales (for the umpteenth time) or even finding a new hobby.
ANDREW: What do you think the next big thing in the events space is going to be, whether it be related to technology, work models, experiences, etc.?
NATALY: Combining great content, smart technology and genuine human connection will create the most value for their audiences and see the strongest return on investment.
The intersection of media, events and AI will enable us to create personalized and meaningful experiences that go beyond live events.
Related. Meet the 2026 TSE Women to Watch: Linette Dao
ANDREW: What strategies have you found most effective for building a strong professional network within the trade show community?
NATALY: It’s important to connect with people for who they are. If you surround yourself with people you admire, it’s more than likely that they will also continue growing and developing.
I find that very inspiring and a great way to be exposed to new industries and opportunities.
ANDREW: What role does mentorship play in your career development, and how can other women seek and cultivate these relationships?
NATALY: Mentorship has been a key part of my career growth, learning from people I admire and are generous with sharing from their own experiences.
I would encourage others to always ask questions. My best mentorship connections came from genuine curiosity and an eagerness to learn, and people often are happy to share from their experiences.
ANDREW: How do you stay updated on industry trends and changes, and what resources do you recommend to your peers?
NATALY: Clarion does an amazing job with providing industry research, as well as resources to upskill as needed.
In addition to that, I mainly like to keep an eye out for trends around me, and research those that catch my eye, typically leaning towards videos or podcasts where I learn from people from all walks of life.
And, for marketing tips with a bit of humor, I do love The Marketing Millennials.
ANDREW: What is your vision for the future of women in the trade show industry, and what steps can be taken to foster greater inclusion and diversity?
NATALY: We have to continue making room for everyone. I’m sure we can all look back to a time when someone made space for you, your voice and your ideas. Now, we need to create those opportunities for the next generation.
To get more 2026 Women to Watch Q&As, subscribe to TSE’s free e-newsletter on LinkedIn or through your email.
