CHICAGO — Women in the trade show and events industry are helping to drive us forward with innovation and a high level of excellence. Trade Show Executive’s (TSE) Women to Watch program recognizes just that with its annual class of awardees. TSE caught up with one of this year’s Women to Watch — Jackie Retzer, Director of Event Management at The Toy Association — to talk about her career journey, lessons learned and what she believes lies ahead for trade shows and events.
MADDY: Can you tell us how you landed in the trade show industry? Was it a straight path here, or was it unexpected?
JACKIE: While I never planned to land in the trade show industry, I am so happy that I did!
I was an intern at a PR firm during college and that turned into a job offer at the Toy Association. Here, I was tasked with helping run the annual Toy of the Year Awards Gala. Over time, I took on more responsibility, and that’s really where my love for events began!
After a while, the Toy Fair team noticed my passion for events, and I was fortunate to be offered a position on their team. Over the years, I’ve expanded my knowledge in trade show marketing, operations, attendee relations — really everything that makes a trade show successful!
MADDY: What are some of the skills that have helped you move up in your organization, and how do you refine those skills?
JACKIE: Communication, problem-solving, and self-motivation have been my superpowers! I truly believe that mastering your responsibilities — and being proactive about taking on more that you can handle — is key. When you show that you’re organized, dependable and ready for action, doors will open for you to advance!
MADDY: Thinking back on your career thus far, what is a standout moment that makes you proud of yourself?
JACKIE: After every event I work on, I make sure to take time to reflect on the event not only to look for things to improve on, but to celebrate a job well done. Each event brings something fresh — a new initiative, program or challenge — and knowing I successfully managed it all is such an incredible feeling. Seeing how my efforts helped create an impactful experience for others makes every bit of hard work worth it.
MADDY: What is your motivation to continue striving for excellence in your work?
JACKIE: I have a constant drive to push the boundaries with what I’m doing. It’s not just about getting the job done — it’s about setting new standards, being a leader and creating something that resonates. The sense of accomplishment that comes from delivering my best work fuels my passion to keep innovating and elevating every event I’m part of.
MADDY: What’s the toughest decision you’ve had to make in your role and how did you handle it? Or, can you share a significant challenge you faced as a woman in this industry, and how did you overcome it?
JACKIE: Honestly, I feel really lucky because I haven’t faced any major challenges specific to being a woman in this industry. But like many of us, I’ve dealt with long hours, office politics, and the usual stress that comes with the job. I’ve been able to handle it by leaning on my team and maintaining strong connections — they’ve helped me stay grounded and balanced, which is so important in this fast-paced environment.
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MADDY: How do you maintain a healthy work-life balance to avoid burnout? How do you encourage others to do the same?
JACKIE: It is sometimes difficult to maintain a healthy work-life balance but being able to rely on your team when needed to get the work done and take time for yourself when its needed is key to getting through it all! Collaboration and support make all the difference. It’s essential for avoiding burnout and staying at your best.
MADDY: How do you think women can support each other more in this industry?
JACKIE: I think it’s incredibly important for women to rally for each other! I always try to celebrate other women’s accomplishments and give a little extra push when I see a colleague doubting themselves. Taking time to mentor one another is something we can all benefit from. Encouragement goes a long way!
MADDY: What advice would you give to other up-and-comers in this industry?
JACKIE: If you’re curious about a career in events, I would start by following companies and organizations on LinkedIn and inquiring about attending their events. People in this industry are very open to sharing their experiences with young professionals.
Also, take advantage of educational resources, stay updated on the latest trends, and just jump in! Once you are involved asking questions, and finding mentors is key — you’ll discover your passion along the way!
MADDY: What strategies have you found most effective for building a strong professional network within the trade show community?
JACKIE: Attending other trade shows is a great strategy for networking! Being there in person, participating in educational sessions, and joining networking events are some of the most effective ways I’ve built connections. It’s also about following up afterward — sending a thoughtful email and keeping those relationships going. A personal approach has helped me build a strong network in this industry.
MADDY: What role does mentorship play in your career development, and how can other women seek and cultivate these relationships?
JACKIE: Mentorship has been invaluable to me. I’ve been lucky to work with incredible women who have guided me on everything from specific projects to handling workplace challenges. It’s through these connections that I’ve been able to grow. I always recommend being proactive — if you admire someone, reach out, share ideas, ask questions, or offer your perspective on things in their world. By providing value to each other, you can strengthen that relationship and help one another grow.
MADDY: How do you stay updated on industry trends and changes, and what resources do you recommend to your peers?
JACKIE: I stay updated by attending webinars, reading articles and going to as many shows as possible. Conferences and workshops are great for learning from speakers, staying up to date on trends and innovative happenings. I also invest in courses or certifications that boost my skills and can be implemented in my work. For networking and sharing ideas, I recommend joining online communities with other event planners.
MADDY: 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.?
JACKIE: At the end of the day, I feel the next “big” thing in the event space is anything that elevates your event. Evolving your event based on the attendee and exhibitor goal, whether it be infusing AI and technology, enhancing sustainability, creating meaningful networking opportunities or pushing education to the boundaries, is what makes it powerful!
