CHICAGO — The Trade Show Executive (TSE) Women to Watch Class of 2024 is a group of exceptional up-and-coming women who making significant impacts at their organizations through their work, from operations to marketing to pricing to sales. TSE caught up with one of this year’s Women to Watch, Traci Hirst, Head of Sales, MAGIC at Informa Markets, to learn more about her journey into the events space, how women can support each other in this industry and what’s the next big thing for events.
MADDY: Can you tell us how you landed in the trade show industry? Was it a straight path here, or was it unexpected?
TRACI: It was not at all a straight path, but it’s been a rewarding one! I moved to LA after college to pursue a career in fashion. Not knowing exactly what I wanted to do or much about the industry, I found an internship at a showroom and got my start. I worked in sales for many different brands and showrooms where I participated in the MAGIC, PROJECT and COTERIE shows for over 10 years. After being on the client side, I finally made the move over to the trade show side with Informa Markets only two years ago. It was not the path I expected to take, but it makes so much sense now and I am so happy with my decision!
MADDY: What are some of the skills that have helped you move up in your organization, and how do you refine those skills?
TRACI: Organization is key to being successful in any role. I write everything down and always have a to-do list. Prioritization is essential, especially when I manage a team of 10 and have multiple shows with different deadlines, so close organization keeps everything on track. Time management is also an important part of this, blocking off my calendar to ensure I have time to complete tasks and meet timelines. Last but certainly not least, it’s critical to focus on building your network. Relationship building is at the core of what we do, and I am thankful for all the great connections I have been fortunate enough to develop over the years that have helped me get to where I am today. Be outgoing, open to learning, and actively listening when meeting new people — it really does make a difference.
MADDY: Thinking back on your career thus far, what is a standout moment that makes you proud of yourself?
TRACI: My first showroom job when I was on the wholesale side, I got a brand into Nordstrom which was a huge deal. I worked so hard on it, and being very junior in the industry, it was a huge accomplishment and learning experience.
Of course, being nominated as a TSE Woman to Watch is a very defining moment for me as well. Having only being on the trade show side for two years, I am extremely proud of being recognized, and of everything I have had the opportunity to accomplish at Informa Markets so far.
Related. Meet the 2024 Women to Watch: Amanda Ciccatelli
MADDY: What is your motivation to continue striving for excellence in your work?
TRACI: I am so passionate about both the fashion and trade show industries. Watching the evolution of MAGIC and seeing how our platform creates real change for brands gets me excited. I love being able to make a meaningful impact through my contributions, and I see the power that MAGIC has on the industry.
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?
TRACI: The biggest challenge for me has been learning to be confident and advocating for myself. This comes with time and experience, but it’s so important to find your voice. At Informa, being in a position of leadership, I always encourage my team to show up authentically and foster that environment, so people have the opportunity to learn and to develop with their true strengths and identities to be the best players.
MADDY: How do you maintain a healthy work-life balance to avoid burnout? How do you encourage others to do the same?
TRACI: I am still learning every day and there is always a need to get better at this when you are passionate about what you do. I constantly remind myself to take breaks and go outside even if it’s just for five minutes. I know when I need to take a day off and have the support from my team and leadership to check out from work and emails. I actively encourage my team to make sure they are taking breaks, using their vacation, taking time for themselves. It’s important to show up and be your best self each day and you can only do that when you prioritize self-care.
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?
TRACI: Creating mentorship programs, promoting each other’s events, attending networking events, and participating in women-led initiatives within the industry are all really important. At Informa Markets, mentorship is really valued, and everyone is encouraged to participate in both formal and informal mentorships. I take the time to mentor young women and create opportunities for them — it’s important to set up the next generation of professionals for success.
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.?
TRACI: I think we will continue to see more technological developments that show up in different ways within the event space. There’s a new focus on personalized experiences for both exhibitors and attendees, underscoring the value of customer experience. Especially with MMGNET Group and at Informa Markets, we are constantly striving to find new innovation to integrate these practices to create a productive, memorable, and connective event ecosystem. I also believe we will see much more with immersive experiences, such as influencer marketing, social media and live selling.
MADDY: What advice would you give to other up-and-comers in this industry?
TRACI: Get as much experience as possible. I learned so much from spreading my wings and trying new things. Working at different companies, exploring new functions, trialing different job roles, and collaborating with different people has been instrumental in my career growth. Especially at Informa, we are always cross-collaborating with other leaders and contributors, so we have the most-well-rounded perspective fueling the success of great events like MAGIC.
MADDY: What strategies have you found most effective for building a strong professional network within the trade show community?
TRACI: Relationships again are so important to our industry! Both in events and fashion. I emphasize relationship building, but really stay connected to anyone you meet over the years, as you never know who you will reconnect with years later. Attend industry events and follow up after you make a connection. I always network on LinkedIn or Instagram to stay up to date with my audience and explore opportunities to forge new connections.
MADDY: What role does mentorship play in your career development, and how can other women seek and cultivate these relationships?
TRACI: I have had the privilege of working with some wonderful women in the industry, and we’re so fortunate at Informa Markets to have so many incredible female leaders who invest in mentorship. It’s all about learning through experience, making meaningful connections, and being open and honest in sharing different paths.
MADDY: How do you stay updated on industry trends and changes, and what resources do you recommend to your peers?
TRACI: I regularly read Business of Fashion, listen to podcasts, explore LinkedIn, read TSE Magazine, and get my hands on books about leadership.
Our Fashion ecosystem, MMGNET, also offers great reports touching on critical topics like sustainability, AI, retail, and upcoming trends in the market.
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?
TRACI: Continue to encourage women to step into key positions and leadership roles. Motivate women to feel confident in their voice and advocate for themselves and other women. Trade Show Executive’s Women to Watch program is truly an incredible platform and a major contributor to recognizing the success of women in the trade show industry, and I am honored to be a part of it. As we continue to honor women who demonstrate leadership and take initiative, we invest in the role women share in the future of this business for generations to come.
