CHICAGO — In honor of Black History Month, Trade Show Executive (TSE) is shining the spotlight on leading voices in the trade show and events industry. In this week’s Black History Month Series, TSE spoke with Stephanie Jones, CAE, CMP Fellow, SEPC, Managing Director of Event Strategy at the Water Environment Federation (WEF). She has been with the federation for more than 30 years serving in a variety of roles, but in her current role, she is responsible for driving the revenue growth, profitability, and innovation of WEF’s conferences and events portfolio.
MADDY: How did you get into the events industry with the WEF, and can you talk us through your pathway from Administrative Assistant to your current role of Managing Director of Event Strategy?
STEPHANIE: Like many of my generation, I was not aware of the meetings industry. I have a degree in Economics and after graduating, my first job was working in the executive office of an association. Fast forward five years and I accepted a position in the meetings department. It was one of the best decisions I’ve ever made.
My path to Managing Director was not easy. In my early years I was often the only person of color in the room. I was committed to continuous learning, innovation, and exploration which led to several opportunities for promotion.
My career trajectory changed when I was accepted into the ASAE Diversity Executive Leadership Program (DELP) and earned my Certified Association Executive (CAE) certification. DELP is an accelerated leadership program of education, mentoring, and volunteer service in the association community. It supports individuals from diverse backgrounds to advance into leadership roles in association management.
For me, the best part of the program is the networking and mentoring opportunities. DELP connected me to a community of high-level association leaders and peers, many of them being DELP scholars. This community helped me navigate career challenges and to expand my professional profile. I credit DELP with preparing me for my role as Managing Director.
MADDY: While working on WEFTEC in a variety of positions, have you ever had a major learning moment that has continued to impact you today?
STEPAHNIE: I’m going to answer this question from a place of vulnerability in hopes that my response resonates with others in the industry. There was a point in my career about 15 years ago when I was dimming my own light and letting others take credit for my ideas. I realized that there are consequences of not speaking up and taking credit for my ideas and contributions. My skills and expertise were being overlooked, making it hard to establish myself as an asset and diminishing my influence.
I realized that I was undermining my professional growth and opportunities for career advancement. I also realized that it’s important to project confidence, wisdom, and leadership presence to gain influence and to lead with impact. Now, as a leader of a team of event professionals, I am super sensitive about acknowledging their ideas and accomplishments so that I can create a positive and high-performing workplace culture.
MADDY: What has been a highlight or accomplishment for you and/or WEFTEC in the last year that you’d like to highlight?
STEPHANIE: The accomplishment that I’m most proud of is WEFTEC 2024 achieving platinum level certification to the Events Industry Council’s (EIC) Sustainable Event Standards because it demonstrates leadership, commitment, and excellence in sustainable event management. For me, achieving Platinum Certification proves I am not just meeting sustainability standards but leading the way in making events more responsible, impactful, and future-ready. It’s a powerful differentiator in an industry increasingly driven by sustainability goals.
MADDY: I saw that you are a participant in an Inclusive and Ethical Leadership group on LinkedIn through the University of South Florida). Can you talk a little bit about what that course is and why it is important for you to take part in?
STEPHANIE: The course teaches best practices in leadership skills, communication, conflict management, equity and inclusion innovation, and how to successfully lead a diverse workforce. I took the course because I lead and manage a diverse team of staff and vendors and I’m often the only person of color in a leadership role at the table. I wanted to become a more effective leader in today’s workplace where the demand to create inclusive, ethical, and innovative work environments for diverse teams is the key to success in a global environment.
Related. Black History Month Series: NCBMP’s Jason Dunn, Sr.
MADDY: It seems like we’re seeing more pushback to diversity and inclusion efforts across the board in the U.S., yet one place it still seems to be strong is in the events space. Why do you think inclusion still needs to be a primary focus for events professionals?
STEPHANIE: The pushback we are seeing now is an unfortunate change in the landscape of our culture. In thinking about the pushback, I would like to respond to this question through the lens of an event professional who plans large scale meetings and as someone who is active as a volunteer in the industry and the association community.
Inclusive events are more impactful and representative of the communities they serve. Data shows that engagement and participation increase when attendees see themselves reflected in the event. Prioritizing inclusivity not only fosters a genuine sense of belonging but also creates a more dynamic and meaningful event experience.
While we are making strides in the planning aspect, there continues to be a lack of diverse representation in the industry at leadership levels including C-Suite positions. The EIC’s 2022 Equity Benchmarking Study key findings indicated that 61% of surveyed event professionals identified as White across all job grades with minimal to no representation from other ethnicities, especially in senior leadership or and board positions. While ethnicity, age, etc. are important in diversity and inclusion, it’s not the only aspect that should be considered. We must also focus on access, belonging and age-related strategies for a more inclusive industry. Removing barriers so that everyone can participate and succeed, regardless of background or circumstance is critical. If we embrace inclusion, we have a unique opportunity to improve creativity and innovation in the event space.
MADDY: You’ve previously served as Chair of the Events Industry Council Education Committee, as well as hold certifications from the organization. What do you feel the benefits of that kind of involvement are for you personally?
STEPHANIE: Volunteering is my opportunity to pay it forward. Over the years I have personally benefited from being a member of EIC, ASAE, and PCMA and now it’s my opportunity to pay it forward. As an association executive, I understand that volunteers are essential to the success of associations because they provide leadership and expertise to deliver programs and services. I get tremendous satisfaction from knowing that my contributions as a volunteer help to grow, innovate and deliver value to the organization and the industry.
From a professional perspective, volunteering is a chance for me to learn from other industry leaders and to meet like-minded individuals which can lead to new partnerships or career opportunities. More importantly, volunteering is my opportunity to build credibility and to make an impact.
My volunteer service includes being the Chair of the ASAE Meetings & Expositions Professional Advisory Council in 2022 and I’m currently a member of the EIC Sustainability Committee and the PCMA USAC Advisory Board.
MADDY: What is something you’re looking forward to in 2025?
STEPHANIE: I’m looking forward to spending more time with my family and friends sharing experiences, laughter, and conversations. Taking the time to make sure everyone feels valued and connected is important.
Self-care is also on my agenda for 2025. Specifically, I would like to start practicing mindfulness, preferably on a beach or by the pool somewhere in the Caribbean. Seriously though, practicing mindfulness is a powerful form of self-care because I think it will help me stay present, reduce stress, and enhance my overall well-being.
MADDY: Is there anyone you’d like to give a special shout out to in this piece?
STEPHANIE: Yes, I’d like to shout out Desireé Knight, CAE, CMP Fellow, DES, Head of Meetings & Events of the American Psychological Association and past chair of PCMA, Joyce Leveston, CMM, CVP, Chief Executive Officer of the Javits Center, and Wanda Johnson, CMP, CAE, FACEHP, Chief Executive Officer of the American Society of Parenteral & Enteral Nutrition (ASPEN). They are trailblazes in the industry and are always willing to support and sponsor other event professionals in their career journey.
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