CHICAGO — The Trade Show Executive (TSE) Women to Watch program has been recognizing the outstanding work of women professionals since 2018, and this year’s class of women truly exemplify trade show excellence. This month, TSE is highlighting each of its Women to Watch, and to do so caught up with Natalie Santiago, Digital Project Manager at RX, to learn more about her role, what inspires her and how individuals and the industry can support women professionals.
MADDY: Can you tell us how you landed in the trade show industry? Was it a straight path here, or was it unexpected?
NATALIE: About 12 years ago I left my operations manager role in retail, unsure of what would be next. I joined a temp agency to explore new opportunities and was placed on a short-term assignment with RX, then known as Reed Exhibitions. That experience introduced me to the trade show industry and the many elements that go behind organizing an event, which I found intriguing. After my first assignment with RX ended, I was invited back for another and shortly after offered a permanent position within the Customer Service department. Thanks to the guidance and support of my leaders and mentors, I then moved on to Event Support, Sponsorship Fulfillment and for the past three years I have been enjoying working as a Digital Project Manager. My journey has been unexpected every step of the way.
MADDY: What are some of the skills that have helped you move up in your organization, and how do you refine those skills?
NATALIE: Some of the skills that have helped me move up include communication, organizational skills, a focus on finding efficiencies and creative problem-solving. I like to refine my skills by participating in webinars and utilizing the learning platforms we have available. I also enjoy exploring new tools that can enhance my productivity and streamline processes. Having conversations with my leaders on a regular basis regarding my learning interests has helped guide me towards the best resources.
Most importantly, being able to adapt to change has been crucial in navigating challenges and exploring new opportunities. Whether it’s adapting to platform updates, adjusting strategies or managing organizational changes, we rarely have the same day twice. Being able to adapt to all the changes that come along has been my most important skill throughout my career.
MADDY: Thinking back on your career thus far, what is a standout moment that makes you proud of yourself?
NATALIE: One of the standout moments of my career happened during the challenges brought on by COVID. As our teams were restructured and I prepared to leave RX at the end of 2020, I was tasked with leading the hiring and training of a new sponsorship fulfillment team under tight deadlines. My role was extended into 2021, and before my time came to an end, I was offered a new opportunity with the digital team. I am proud of myself for how I navigated through the uncertainty and embraced the challenge of building a team for the first time, all while maintaining a positive and hopeful outlook. The fact that I still get to collaborate with that team in my current role and see how they continue to grow has been a bonus.
MADDY: What is your motivation to continue striving for excellence in your work?
NATALIE: My motivation to strive for excellence is fueled by my passion for learning and the incredible people I continue to meet along the way. I’ve had the opportunity to work across many diverse sectors from jewelry, hardware, technology and pop culture. Each role and event has opened doors to new worlds, unique experiences and amazing people some of which have become dear friends. I take pride in every project I work on no matter how big or small because each contributes to creating a successful event. It’s great to be part of an industry that provides opportunities for businesses to grow and for everyone to connect and have memorable experiences. While the days can sometimes be long and demanding, we manage to have a great time together. As long as I continue to find joy in what I do, I will continue to strive for excellence.
Related. Meet the 2024 Women to Watch: Ashley Kempson
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?
NATALIE: One challenge I have had to face as a woman in the work field, not just this industry, has been dealing with harassment. It was part of the reason why I left my previous position as an operation manager in retail. I am grateful for the zero-tolerance policy we have, which has made me feel comfortable in bringing up any uncomfortable situation or incident to my direct manager and/or HR.
This sense of safety is also carried over into our events. Our security teams have been a valuable support to have onsite. At our comic events you will find “cosplay is not consent” displayed throughout the show floor which I especially appreciate. Being part of an industry and organization that consistently promotes a safe and respectful environment has been truly empowering and I try to do my part in adding to the awareness.
MADDY: How do you maintain a healthy work-life balance to avoid burnout? How do you encourage others to do the same?
NATALIE: To avoid burnout, I prioritize self-care, which has become much easier while working from home. The flexibility of working remotely has allowed me to manage my personal needs better than I ever could before with the traditional 9-to-5 office schedule. I am fortunate to have consistently worked with leaders who are the first to advocate self-care, remind us to use our time off and encourage a work-life balance. Especially on those long days we all have at times, the 20-20-20 rule, giving your eyes a 20 second break by looking at something 20 feet away every 20 minutes, is something small I incorporate throughout the day to relax my eyes. Creating small habits like these that focus on self-care, add up and help avoid burnout.
I encourage others to find what type of environment works for them and speak to their manager or HR about what they need to help bring out the best in them. I have made it a habit to block time for myself throughout the day. Whenever I’ve needed time off for health reasons, my manager, my team and HR were my first supporters. It’s also important to lead by example, especially for those in leadership positions. One other recommendation is to have people around you to provide support and keep you accountable. I have regularly scheduled meetings with peers and friends where we are simply checking in with each other.
MADDY: How do you think women can support each other more in this industry? Or, in what ways do you think the trade show industry is evolving to better support women in leadership roles?
NATALIE: Women can support each other by creating more opportunities to connect and share experiences. I appreciate our Women’s Connected ERG (Employee Resource Group) sessions throughout the year because it gives us a chance to share our stories, connect with colleagues and discuss challenges. More organizations can benefit from having a women’s ERG that not only brings women together but also our allies who are just as important in creating a supportive environment. The industry is evolving to be more inclusive by offering those opportunities to bring us all together. It’s great to see programs like TSE’s Women to Watch for example, where women are highlighted for their accomplishments and provide a platform to share their personal journeys. By encouraging and celebrating one another we’re playing an important role in creating a collaborative culture, empowering ourselves and hopefully inspiring the next generation of women leaders.
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.?
NATALIE: I think the next big thing in the events space is going to be the combination of a personalized experience with an emphasis on wellness. We’re already seeing technology, especially AI, create tailored experiences for our attendees from customized agendas to real-time translation services. We’re also using the physical space of our events to meet more needs with quiet rooms, lactation areas and mindfulness sessions. At our recent JIS event, we partnered with Miami Animal Rescue to bring puppies on-site, up for adoption. We provided a space for people to lower their stress by petting a puppy and do something good by donating or adopting. It’s an example of the endless possibilities we have to combine our events with other sectors and initiatives that not only enhance the experience but also help the community.
MADDY: What advice would you give to other up-and-comers in this industry?
NATALIE: My advice to up-and-comers in this industry is to keep learning continuously. Look for opportunities to explore other areas of the business with a stretch assignment or by volunteering for various roles onsite. Stepping outside of your comfort zone is essential for personal and professional growth. Doing so will give you more insight into the industry and even help you learn more about yourself. Our world is constantly changing so being flexible is also key. You never know what unexpected twists and turns your career path will take. Most importantly enjoy the journey. Take time to appreciate each experience and celebrate your achievements along the way, no matter how big or small.
MADDY: What strategies have you found most effective for building a strong professional network within the trade show community?
NATALIE: There are several strategies that have helped me build a strong professional network. Early on in my career, I found attending as many events as possible and volunteering to help in areas outside of my role to be some of the most valuable experiences. It helped me connect with people I otherwise would not normally interact with. More importantly, it has given me a better understanding of the many different areas of the industry.
Participating in ERGs whenever possible has also developed stronger connections with my peers while at the same time addressing some of the personal and professional challenges we may face.
Lastly, I’ve been exploring getting involved with industry associations whether through networking opportunities or social media. While I may not be the most active on social platforms, simply following industry-related organizations and receiving regular newsletters, has kept me informed of the latest trends and opportunities to connect.
MADDY: What role does mentorship play in your career development, and how can other women seek and cultivate these relationships?
NATALIE: Mentorship has always played a significant role in my career, starting with the strong women who led me early on in my journey. From my temp assignment to every role I’ve held since, I’ve been fortunate enough to be surrounded by women who have guided me throughout my career and even personally. Over the last four years, I’ve also benefited from the support of male leaders who have been allies. My mentors have encouraged me to step out of my comfort zone and given me the confidence to share my voice.
This year I’ve had the privilege of being a mentor myself to a couple of young women. The experience has served as a reminder of the challenges that come with being new in the industry and what areas need to be improved within the organization. It’s also made me reflect on my journey so far and what I can do to further support others. My advice to other women is to seek out individuals who inspire you or whose career paths you admire. Join women’s organizations or industry associations to expand your network and meet potential mentors. I have found that platforms where people are able to share their stories have been some of the most valuable at identifying inspirational individuals.
MADDY: How do you stay updated on industry trends and changes, and what resources do you recommend to your peers?
NATALIE: To stay updated on industry trends and changes, I like to follow industry leaders and organizations on platforms like LinkedIn. While I may not be the most active on social media, I appreciate the newsletters that summarize important updates and insights. These not only keep me in the loop, but they often include invitations to webinars that provide experts an opportunity to share best practices and new technologies. My colleagues are also great at sharing articles and reports that provide insights to the latest developments within the industry and trends within certain sectors. I recommend following a wide range of organizations, publications and individuals across the industry on social media and signing up to newsletters. This enables you to gain valuable insights from different areas of the industry as well as make new connections.
MADDY: What is your vision for the future of women in the trade show industry, and what steps can be taken to foster greater inclusion and diversity?
NATALIE: My vision for the future of women in the trade show industry is one where women are in more leadership roles, influencing the industry and where their achievements continue to be recognized.
In order to do this, we need to create more networking opportunities that allow women to connect and share their experiences. Creating a safe environment for women to feel supported and comfortable to communicate is also crucial. We should recognize and celebrate women’s achievements, not just amongst our colleagues but with our customers. One example of how we do this is including a Woman-Owned Business category in our exhibitor directories. Inviting speakers to share their stories at our conferences and giving them a platform to talk about some of the challenges women face in the industry is another step we can take to foster greater inclusion and diversity.
