KLIMMEN, The Netherlands — In 2018, Oana Cipca founded the Women in Exhibtions (WIE) Network, an organization that empowers women in the trade show space.
WIE hosts regular online and in-person events, including the WIE World Summit, and offers powerful mentorship opportunities.
Trade Show Executive’s Young Professionals Corner connected with Cipca to discuss her career and work with WIE, and how anyone can get involved.
ANDREW: Could you describe your entrance to the events industry and rise through the ranks?
OANA: My entry into the events industry was, quite honestly, accidental. I began my career in the education sector as an International Relationships Manager, where I was responsible for a highly international alumni community and its programs at Maastricht School of Management.
In this role, I developed a strong foundation in communication, organization and community engagement, managing a network spanning 13 countries. An opportunity then arose that introduced me to exhibitions, and what started as a temporary step quickly became a defining career path, now at one of the world’s most beautiful venues called MECC Maastricht where I oversee the Business Development Exhibitions division.
Over the past 10+ years, I’ve grown alongside the industry, taking on increasingly strategic roles and gaining a deep understanding of both the business development and human sides of events.
My progression wasn’t linear; it was shaped by curiosity, adaptability and a willingness to say yes to challenges. That journey ultimately led me not only to build a career in exhibitions, but also to contribute to shaping the industry’s future through advocacy and community building. Initiating and founding WIE International is, by far, my most significant career achievement.
ANDREW: What were some challenges you encountered and how have you solved them?
OANA: One of the biggest challenges I encountered was navigating an industry that, like many others, has historically lacked diversity in leadership and visibility for women.
Early on, I often found myself in rooms where women representation was limited, and where informal networks played a significant role in career advancement. As a newcomer, I really had to find my way in the industry.
I addressed this in two ways: first, by joining all the opportunities there were to meet colleagues from the industry. Conferences organised by UFI and AEO were greatly helpful. I also had to build on my own growth, confidence and expertise, and work on a strong professional voice.
Secondly, by creating spaces where others wouldn’t face the same barriers, like WIE. This led directly to the creation of initiatives focused on connection, mentorship and visibility.
ANDREW: How has the events industry changed throughout your career?
OANA: For me, the most important change has been the growing awareness around inclusion, diversity and wellbeing. While there is still work to be done, these conversations are now happening more openly and that’s a critical step forward.
Our industry is a pioneer, and I trust we can become an example for other industries.
I feel the role of events within organizations has matured. The way we deliver events and how we define their value has undergone a transformation.
We are now paying much more attention to the experience our exhibitors and visitors have centered on community, engagement and impact. Exhibitions are no longer seen as standalone moments, but as part of a broader marketing and business strategy driving brand, partnerships and long-term relationships.
On top of that, the integration of technology extends the life cycle of events beyond the show floor.
Related. Resources and Events for Women in the Events Industry
ANDREW: What inspired the creation of the WIE Network?
OANA: The idea for the WIE Network came from a simple but powerful realization: Many women in the industry were navigating similar challenges, but often in isolation.
As a newcomer to the industry, I immediately realised having such a network will help me to meet other women and other women to join something of greater meaning. There was a clear need for a platform that could bring these voices together, create visibility and foster genuine support.
I wanted to build something that went beyond networking, a community that empowers, educates and advocates. The goal was to create a space where women at all stages of their careers could connect, share experiences and access opportunities that might otherwise be out of reach.
It was a dream to expand this community globally, and before I realized it, we were active in the U.K., Germany, France, the Netherlands and North America.
It is amazing what women can create when we come together, and our global activities are a testament to what’s possible when we collaborate and support one another.
ANDREW: How does the WIE Network benefit the industry?
OANA: The network benefits the industry by strengthening its talent pipeline and fostering a more inclusive and supportive environment. When people feel seen, supported and empowered, they are more likely to stay, grow and contribute meaningfully to the industry.
Our mentorship program directly supports women in the industry, our academy provides education and development opportunities, our in-company coaching programs support both individuals and organizations, and our annual WIE World Summit has become a key date on the industry calendar, with strong engagement from the global community.
It also supports organizations by highlighting the importance of diversity and by providing access to a broader range of perspectives and talent. Ultimately, a more inclusive industry is a more innovative and resilient one.
ANDREW: How can young and up-and-coming professionals get involved?
OANA: Communities like WIE are open to those who want to learn, contribute and connect. Join one of our chapters, attend events and don’t hesitate to reach out to people whose work you admire.
I always encourage young professionals to seek out mentorship opportunities, participate in discussions and volunteer when possible. The more you engage, the more you gain from the experience.
ANDREW: What advice would you give to young and up-and-coming women in the events industry?
OANA: My advice is to trust their voice. Nobody has all the answers, and that should never hold them back from making a meaningful contribution. They should stay open to learning but also be confident in what they bring to the table.
They should build their network intentionally, support other women and never be afraid to take up space. Stepping outside their comfort zone is easier said than done, but those are often the moments that lead to the most growth — so they should embrace them, even when they feel challenging.
And most importantly, they should remember they are not alone. WIE is a community they can always turn to for advice, support and connection. We exist to support young and up-and-coming women in the exhibitions industry.
ANDREW: How can young and up-and-coming professionals support women in exhibitions?
OANA: Advocate for inclusive practices, ensure diverse voices are heard and challenge bias when you see it.
It’s also about everyday actions of every single woman and man in our industry where we are amplifying women’s contributions, recommending them for opportunities and creating an environment where everyone feels valued.
Support is not limited to women supporting women. It’s a collective responsibility of men and women that strengthens the entire industry.
ANDREW: Is there anything else that you would like to add?
OANA: Yes, I would like to thank all the women and men who have supported us on this incredible journey with WIE. A special thank you goes to our chapter boards, who are so active and dedicated, driving this community forward with a shared belief and purpose.
I am truly proud of every single person who has helped shape what WIE is today. There are far too many to mention, but they all know who they are— and how much I appreciate and value each and every one of them.
If we continue to invest in people as much as we do in events, the industry will not only grow, it will truly thrive.
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