CHICAGO — This month, Trade Show Executive (TSE) is spotlighting each of its 2025 Trailblazers, a group of up-and-comers who have demonstrated event excellence and helped their organizations thrive. Our first spotlight is on Jessie Albers, Digital Marketing Specialist at Informa Markets.
Albers helped revolutionize the booked exhibitor journey for 10 infrastructure and construction events, introducing resources — such as step-by-step instructional videos and detailed written guides — and targeted email campaigns to drive success and satisfaction.
Her work helped to create a more prepared and informed exhibitor base that utilized more event features and had increased satisfaction rates.
TSE sat down with Albers to discuss her career, advice to other professionals and more.
ANDREW: Can you explain the inspiration behind your work to revolutionize the booked exhibitor journey at Informa Markets and what it achieved?
JESSIE: I genuinely care about customers and that passion drives my work. In business, I often see companies shower prospects with attention, only to let that enthusiasm fade once the prospect becomes a customer.
I wanted to change that. My approach flips the script: I focus on delivering not just an on-site booth to exhibitors but going beyond, ensuring they have the tools, insights and resources to maximize their return on investment.
My work extends past the few days of a trade show — I help exhibitors gain value throughout the entire year, leveraging our platforms to generate leads, strengthen their presence and ultimately succeed. Seeing exhibitors thrive because they fully utilized our offerings is incredibly rewarding.
It’s not just about retention; it’s about cultivating long-term partnerships where exhibitors continuously find value in our events and we, in turn, continue to earn their trust and business.
ANDREW: What brought you to the trade show industry?
JESSIE: It’s funny how life works out — I truly believe in being at the right place, at the right time, with the right people. My journey into trade shows wasn’t planned, but it was meant to be.
Through an artistic hobby, I met my friend Alex Morgan. We connected over our shared passion for creativity and, one day, she encouraged me to apply to Informa Markets. At the time, I had no real understanding of the trade show industry, but I trusted her recommendation and took the leap.
What I found was a perfect blend of two things I love: marketing and event planning. I thrive in spaces where I can bring structure to creativity, helping businesses succeed while also managing large-scale, impactful events.
It’s an industry that challenges me, excites me and keeps me engaged. I’m forever grateful for that serendipitous moment that brought me here.
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ANDREW: What do you enjoy the most about your work?
JESSIE: What I love most is witnessing the full exhibitor journey — from booking to execution — and knowing I played a part in their success. I get to see their progress, track how they utilize our resources and celebrate their wins as they build a strong presence at our shows.
It’s incredibly fulfilling to see them apply what we provide and watch their metrics grow.
Beyond that, I love the variety. No two days are ever the same and I get to work with a diverse range of people, each with different needs and challenges.
Whether I’m refining exhibitor resources, troubleshooting issues or strategizing new ways to enhance engagement, I know that my efforts contribute to something bigger. I also take pride in adapting to each show’s specific needs, ensuring that what we offer isn’t just useful but genuinely impactful. Seeing exhibitors succeed and knowing I helped in some way —that’s what drives me.
ANDREW: What has been the proudest moment of your career so far?
JESSIE: One of the most humbling and defining moments of my career was in December 2024 during our end-of-year I&C Awards ceremony.
These awards recognize outstanding contributions across the Infrastructure & Construction division and, to my surprise, I was nominated in every category I was eligible for. Even more incredibly, I made it to the top three finalists for an award that was the equivalent of “Employee of the Year.”
Although I didn’t take home an award that day, the sheer fact that my peers saw my work, valued my contributions and went out of their way to nominate me meant more than any trophy. It was the first time I truly felt seen in my career and that recognition solidified the impact I was making.
That moment reaffirmed that my dedication, passion and efforts were not just noticed but deeply appreciated.
ANDREW: What are your keys to success?
JESSIE: For me, success comes down to four key principles:
- Goal & Vision: I believe in setting clear goals and creating a roadmap to achieve them. Rather than getting overwhelmed by the big picture, I break things down into smaller, actionable steps. Success isn’t an all-or-nothing outcome — it’s about steady progress in the right direction.
- Resilience & Problem-Solving: The events industry is unpredictable; things change in an instant. Being flexible, thinking on my feet and always looking for solutions instead of focusing on problems keeps me moving forward.
- Willingness to Learn: I believe that the moment you stop learning, you stop growing. There’s always something new to discover, whether from colleagues, experiences or challenges. Keeping an open mind and welcoming feedback helps me improve both professionally and personally.
- Networking & Relationships: Success isn’t just about what you know; it’s also about who you know. Building strong, authentic connections with colleagues, partners and exhibitors fosters collaboration and opens doors to new opportunities. Relationships are the foundation of lasting success.
ANDREW: What challenges have you encountered in your career and how have you overcome them?
JESSIE: The biggest challenge I face daily is imposter syndrome. It’s incredible how our own minds can be our harshest critics. I constantly battle that inner voice that questions if I’m doing enough, if I truly belong or if I’m just lucky to be where I am.
The way I combat it is by shifting my mindset. I remind myself that progress isn’t about perfection — it’s about growth. Instead of comparing myself to others, I focus on being better than the version of myself from yesterday. I also take comfort in knowing that imposter syndrome affects people at all levels, even those in the C-suite.
Giving myself grace, acknowledging my achievements and trusting in my hard work helps me push past self-doubt. I remind myself that I didn’t get here by accident — I earned it. And that reminder keeps me moving forward.
ANDREW: How do you stay motivated and avoid burnout?
JESSIE: I stay motivated by keeping the concept of time very real in my mind. Time is the one resource we can never get back — it can’t be bought, sold or saved for later.
The exact moment we are living in right now will never happen again. We will never have another April 1, 2025. No matter how successful I become or how much technology advances, I will never be able to go back in time and get a do-over. That realization fuels me to make the most of every moment.
I apply this mindset to both my personal and professional life. I want to use my time and resources effectively and efficiently to ensure I’m creating value, growing and making a meaningful impact. I don’t know how much time I have, how many years I will live or what the future holds — but I do know that I’m here, alive in the present. So I choose to seize it.
ANDREW: What advice would you give to an events industry up-and-comer?
JESSIE: My biggest piece of advice — one that I also struggle with myself — is to let go of an all-or-nothing mindset when it comes to events. There is no “black or white” in this industry; everything exists in shades of gray.
Events are built on change, unpredictability and constant evolution. The sooner you embrace that, the easier it will be to thrive.
Be comfortable with adjusting, pivoting and finding solutions in real time. One day, a strategy may work perfectly, and the next, you might need to completely rethink it.
That’s not failure — that’s just the nature of events. Keep the end goal in mind, but be flexible in how you get there.
As humans, we crave stability, but in events, you have to ride the wave of change instead of letting it pull you under. The more you embrace the uncertainty, the more you’ll learn, grow and succeed in this field.
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