PLANO, Texas — Do you have your eyes set on an executive role? Through two decades, Shawn Pierce worked his way through the events industry’s ranks, stopping at Miller Freeman, Hanley Wood, and Maritz, before landing his current role as President, Strategic Events, Meetings & Incentives at MCI USA.
Now, Pierce leads a 150-person team and oversees six divisions, including Strategic Event Management, Corporate Meetings & Events and Incentive Events.
Trade Show Executive spoke to Pierce about his illustrious career — and got tips for up-and-coming events professionals who also want to climb the ladder.
ANDREW: What strategies were key to your career advancement?
SHAWN: Finding mentors who can help you grow both your skill set and industry network is essential. Seek out individuals you admire and respect, and cultivate relationships with them.
These mentorships don’t have to be formal; in fact, the best ones often develop organically through shared experiences and professional interactions.
ANDREW: What milestones were pivotal in your journey through the ranks?
SHAWN: I began my career in the IT department at Miller Freeman Exhibitions. At one point, I was asked to take on the registration department because it was “becoming more of a technical process.”
This was a defining moment: choosing between staying in IT — a field that could apply to any industry — or immersing myself in the world of events. I took on the challenge and that decision set the stage for an incredible career in the events industry.
ANDREW: What did you learn from your first executive role?
SHAWN: One of the most important lessons I learned was to take the time to truly understand the people and roles under my leadership before making any structural or procedural changes. As a new executive, you receive a lot of input from other leaders and managers, but it’s crucial to connect directly with your team to gain firsthand insight into their responsibilities and challenges before making any decisions.
ANDREW: What does it take to be an effective, and ambitious, leader?
SHAWN: I believe in a leadership style that instills confidence in both my team and myself — that we can overcome any challenge together. A strong leader takes responsibility and shields their team from blame when necessary.
Internally, we can address issues and strategize improvements, but, externally, our clients need to see that leadership is accountable and committed to solutions. My ambition is fueled by a constant desire to improve, to grow my team and business, and to set goals beyond what may seem possible in the moment.
ANDREW: Are there any mentors you would like to acknowledge?
SHAWN: I wouldn’t be where I am today without the guidance of my mentors, Galen Poss and Michael Green.
Galen, a respected leader in the trade show industry, was the first person to believe in me at an early stage. He encouraged me to take on the registration department and shift away from pure IT.
Michael, on the other hand, was the operational backbone of the business at PPS/Miller Freeman/Hanley Wood. He taught me the intricacies of running a business with a sharp, no-nonsense approach. While Galen shaped my executive leadership skills, Michael provided a masterclass in business operations.
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ANDREW: What are some common misconceptions or missteps that people make when trying to advance their careers?
SHAWN: A common mistake is focusing solely on personal success rather than developing future leaders. Some professionals hesitate to hire or mentor strong talent for fear of being replaced, but I see it differently: If no one is prepared to take over your role, how can you move up?
If someone you’ve mentored surpasses you in their career, that’s a win. They will likely remember and appreciate the person who gave them an opportunity. As the saying goes, “Alone, we can go fast, but together, we can go far.”
ANDREW: How can networking be useful for someone trying to advance?
SHAWN: Networking is invaluable. Make a habit of reaching out to those who have helped you along the way, even if just to express appreciation. A simple note can leave a lasting impression.
It’s also important to maintain a vast network of industry contacts. You never know when you might need to activate it. Networking isn’t just about making connections; it’s about nurturing them over time.
ANDREW: Can you provide any networking hacks?
SHAWN: When attending industry events, challenge yourself to avoid spending the entire time with your own team or colleagues. There will always be opportunities to connect with them later.
Instead, introduce yourself to new people and engage in meaningful conversations. Be bold; everyone is there to network. Additionally, take the initiative to introduce others within your network. Being a connector makes you a valuable presence in any professional setting.
ANDREW: What career advice would you give to a young events professional?
SHAWN: Get involved. Volunteer within your company and the industry. Take on small projects that improve efficiency or contribute to your team’s success.
Become a mentor. Even if you’re just starting out, you can support and guide new hires. The events industry is unique in that many professionals don’t enter it intentionally, so we have a responsibility to educate and inspire the next generation.
ANDREW: Is there anything else that you would like to add?
SHAWN: The events industry is the best in the world. Every day brings new challenges and opportunities, and we get to travel the globe.
There’s something incredibly rewarding about seeing a small business take a leap by exhibiting at a trade show and then watching that decision propel them to new heights. It has been an honor to contribute to this industry in whatever way I can, and I look forward to continuing to help shape its future.
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