CHICAGO — This year’s Trade Show Executive (TSE) Trailblazers are a group of innovative, impactful industry professionals, who are making significant contributions to their organizations.
TSE caught up with Christine Corkran, CMP, Associate Brand Director at Emerald, to learn more about her career journey, lessons she’s learned and what she’s looking forward to for the trade show industry.
Q: How did you get your start in the trade show industry?
I spent several years living in Swaziland, Africa (Eswatini since 2018), and during that time I worked for a handcraft company called Gone Rural. Part of my role was coordinating the company’s presence at different events and trade shows, including NY NOW (now one of Emerald’s shows). My time in Southern Africa eventually led me into working directly in events, so when I moved back home, I wanted to continue in the industry. I wound up — in a full circle moment — working at Emerald.
Q: What appealed most to you then, and what appeals most to you now about your work?
Part of what I’ve always loved about events is that no two days are the same. I get to be creative, make things happen, and see my ideas come to life. Now that I’m further in my career, I can think more strategically about these ideas, and design experiences that are impactful.
Q: What has been one of the most important lessons you’ve learned in your career?
The value of building relationships, communication and listening. It’s much easier to have a one-track mind and only pay attention to your individual contribution, than it is to collaborate for the collective bigger picture. I’ve learned that sometimes there’s a reason why things are the way that they are — instead of coming in at high-speed making changes, it’s more effective and sustainable to just listen first.
Q: What or who inspires you to strive for excellence?
I definitely get my drive from my dad. Growing up, I watched him own a successful business and I subconsciously learned so much from his work ethic and leadership style. Along with many other qualities, my confidence certainly comes from him.
He’s still the person I go to for advice when I need it, and almost always the first person I call when I have big news to share.
Q: What has been the proudest moment of your career so far?
In 2023 I earned my CMP which was a goal I had since I started working in events, especially given my unique work history.
Q: How do you define success?
Finding and following my passions in life has been the key to success for me. Being able to do what I love for a living was my biggest priority early on in my professional life, and that’s what continues to motivate me beyond traditional definitions of “success” or societal norms.
Q: What are some things about the future of this industry that excite you? Why?
I like seeing the shift away from “this is how it’s always been done.” Connections are at the center, and attendees are demanding more personalization from us as the organizers. It gives us the opportunity to rethink the experiences we’re providing and enhance the overall event ROI.
Q: Advice for other up-and-comers?
Be open to all the opportunities that come to you! As a woman, I’ve gone through my own bouts of Imposter Syndrome — if you’re in the room, you deserve to be there. And if you have an idea, share it with confidence.
Nominator Quote:
“Emerald highly values Christine’s strong talents,” said Beth Cowperthwaite, Senior Vice President of Communications at Emerald. “For Digital Dealer, in alignment with the conference and expo’s focus on cutting-edge solutions for auto dealerships, Christine reimagined the program design, which led to the transformation of Digital Dealer’s semi-annual spring even into a hosted high-volume networking venue for exhibitors and attendees. At Prosper, she is single-handedly helping increase customer satisfaction by streamlining content and producing a high-quality, compelling show agenda. Her strategic and innovative programming has resulted in increasing the show’s on-site NPS score by 68 points, the post-show survey counterpart increased by 20 points and took the show to a historic high in size and attendance.”
Find out more about all the Trailblazers in the June edition of TSE.
