CHICAGO — Our celebration of Trade Show Executive’s (TSE) 2025 Women to Watch continues with Sarah Hussein, CMP, Senior Event Manager at PRINTING United Alliance.
Hussein leads the execution of numerous high-profile show features for PRINTING United Expo and is known for ensuring that every deliverable is high-quality and anticipating challenges before they arise.
We discussed Hussein’s motivation to continue striving for excellence, how she’s built a powerful professional network and recent additions to the alliance’s flagship event.
ANDREW: Can you tell us how you landed in the trade show industry?
SARAH: With a double major in International Studies and Arab World Studies, I definitely didn’t picture myself ending up in the events world, but honestly, it turned out to be the best surprise.
I’ve always been drawn to roles that combine organization, creativity and problem solving, which fits my Type A personality perfectly. I started out on the exhibit operations side and quickly realized how much I thrived in the fast-paced, detail-driven environment of trade shows.
Each event brings new challenges and opportunities, and I love that this industry lets me lean into my strengths while constantly learning and growing.
ANDREW: Could you describe your work on PRINTING United Expo’s inaugural global Media Day event, the expanded Apparel Zone and new Knowledge Center experience?
SARAH: Our team focused on ensuring these new initiatives were executed efficiently and seamlessly. Media Day required meticulous planning to deliver a polished, exclusive experience for press, going beyond the traditional press conference format.
The expansion of the Apparel Zone and new Knowledge Center experience involved detailed coordination across multiple teams, vendor management and oversight of on-site logistics to optimize attendee flow and engagement.
Seeing the buzz and excitement from participants made all the behind-the-scenes work so worth it and reinforced how much thoughtful planning and teamwork can shape the success of an event.
ANDREW: What is your motivation to continue striving for excellence in your work?
SARAH: I’m fueled by the satisfaction (and adrenaline!) of creating seamless, memorable experiences for attendees and exhibitors. Every successful event represents countless hours of planning, problem-solving and teamwork, and that moment when it all comes together is unbeatable.
I’m also someone who thrives on growth, personally and professionally, so I’m always looking for ways to innovate, refine and raise the bar.
ANDREW: What’s the toughest decision you’ve had to make in your role, or a significant challenge you faced as a woman in this industry, and how did you overcome it?
SARAH: Some of the toughest moments come when I’m making high-pressure decisions that impact vendors, staff and attendees all at once. With so many passionate perspectives in the mix, I’ve learned how important it is to keep conversations focused and goal-oriented.
Like many early-career professionals, I’ve had moments where I needed to ensure my expertise was acknowledged. Focusing on preparation, clear communication and collaboration has been key, along with staying confident in what I know.
ANDREW: How do you maintain a healthy work-life balance to avoid burnout? How do you encourage others to do the same?
SARAH: It’s definitely a work in progress, like it is for a lot of planners. I’ve learned that balance doesn’t happen by accident.
It takes intentional boundaries, planning, prioritizing rest and making time for family. Being upfront about capacity and actually taking breaks when I need them is non-negotiable.
When balance is respected and modeled, it creates stronger, more engaged teams and better outcomes overall.
ANDREW: How do you think women can support one other more in this industry?
SARAH: We can support each other by sharing our experiences, offering mentorship and advocating for visibility and recognition. The industry is also evolving.
There are more programs, awards and networking events that highlight women leaders, which is opening doors for growth and advancement.
When we actively support and advocate for one another, we help pave the way for future leaders and create a more inclusive environment for women at every stage of their careers.
Related. Meet the 2025 TSE Women to Watch: Molly Hamill, CMP, CEM
ANDREW: What do you think the next big thing in the events space is going to be?
SARAH: AI-driven tools and experiences are definitely top of mind right now, but I think the real focus will be on meaningful, in-person connection.
In a world that often feels disconnected, planners have an opportunity to design immersive, purposeful experiences that go beyond logistics, creating spaces where attendees and exhibitors can truly connect and engage.
ANDREW: What advice would you give to other up-and-comers in this industry?
SARAH: Be curious, proactive and detail-oriented. Learn as much as you can about different aspects of event management (be a sponge for new information!), and don’t be afraid to take ownership when opportunities come up.
Your credibility is built through consistency, delivering results, staying adaptable and nurturing strong relationships along the way.
ANDREW: What strategies have you found most effective for building a strong professional network within the trade show community?
SARAH: I focus on creating genuine connections with people in the industry.
That means showing up at events, engaging in conversations and contributing where I can, whether through sharing feedback, exchanging ideas or lending a hand.
Thoughtful follow-ups and sharing insights go a long way. I’ve found that meaningful, long-term relationships always beat transactional networking.
ANDREW: What role does mentorship play in your career development, and how can other women seek and cultivate these relationships?
SARAH: Mentorship has played a huge role in my career. My mentors have helped me navigate challenges, offered valuable perspectives and opened doors I wouldn’t have accessed otherwise that have been invaluable to my growth.
For women seeking mentorship, I’d say identify leaders you admire, reach out authentically and be proactive about asking for feedback. The best mentorships are two-way relationships built on trust and mutual respect.
ANDREW: How do you stay updated on industry trends and changes, and what resources do you recommend to your peers?
SARAH: I stay plugged in through industry publications, webinars, and associations like the International Association of Exhibitions & Events® and PCMA. TSE, networking groups and peer communities are some of my go-to resources.
Staying informed allows me to spot trends early, implement best practices and maintain meaningful connections within my network.
ANDREW: 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?
SARAH: I envision an industry where women are increasingly represented in leadership roles, with equitable opportunities for advancement and recognition. Mentorship programs, leadership spotlights and inclusive workplace cultures are all key to making that happen.
ANDREW: Is there anything else that you would like to add?
SARAH: I’m truly honored to be recognized as a Woman to Watch and incredibly grateful for the mentors and teams who’ve supported me along the way.
This recognition isn’t just mine. It reflects the collective dedication, collaboration and passion of the people I’ve had the privilege to work with in this industry.
I’m inspired every day by the creativity, resilience and drive of my colleagues, and this acknowledgment motivates me to continue learning, leading and giving back. I hope it also serves as encouragement for other women pursuing their own paths in events to trust their abilities, embrace challenges and support one another along the way.
To learn more about the 2025 TSE Women to Watch, click here.
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