CHICAGO — Trade Show Executive’s final 2026 Trailblazer spotlight is on Shannon Twombly, Senior Event Coordinator, Diversified.
Twombly approaches her work with confidence, curiosity and maturity, and is a major proponent of modernization.
In 2025, Diversified restructured its Clean Energy Events team, which required Twombly to take on new responsibilities and a higher level of accountability and independence while working on events in its Intersolar & Energy Storage North America (IESNA) portfolio.
Twombly embraced her new duties seamlessly with full commitment, independence and focus on quality of work, earning her a promotion at the end of last year.
We discussed Twombly’s career journey and achievements.
ANDREW: What brought you to the trade show industry?
SHANNON: My previous experience was in non-profit work, specifically in events. My fiancé and I were moving to Maine for his medical school, so I was in the market for a new job.
I knew I wanted to continue working on meaningful events and came across a job posting for Diversified in their Clean Energy Events portfolio. I had always been interested in renewable energy; in fact, I had written my MBA thesis on a company in the solar industry.
It felt like the perfect fit. Two and a half years later, it still feels like the perfect fit.
ANDREW: What do you enjoy the most about your work?
SHANNON: My favorite thing about my work is that no two days are the same. Between early morning setups, late-night special events and full days of meetings in the office, it’s always different and exciting.
That variety keeps me sharp and present for the moments that matter most.
ANDREW: Could you describe how you took on new responsibilities for the Intersolar & Energy Storage North America portfolio?
SHANNON: When I was first hired, I worked on two clean energy events. As the IESNA portfolio expanded, our team split across the events. I remained focused on IESNA and took on a number of new responsibilities.
During that transition, my manager and I had ongoing conversations about priorities, what needed to be covered and what I had the capacity to take on.
Knowing I wanted to play a bigger role, I built a timeline for my existing responsibilities and started key projects earlier than in previous years. That gave me more time to refine details and step into additional tasks.
ANDREW: How have you helped modernize Diversified’s events?
SHANNON: It’s a team effort. For each event, I brainstorm with our team on new ways we can modernize our events.
We also receive an event recap from every Diversified event after it takes place, where Event Directors highlight key moments, including how they used their funds dedicated to modernizing their event.
I always take notes of new ideas other teams are using and follow up to learn more details if it’s something we’d like to try at the IESNA events.
ANDREW: How do you work to create sponsorship opportunities and innovative event differentiators?
SHANNON: It’s a collaborative effort. I work closely with all our team’s departments to brainstorm new ideas and sponsorship opportunities.
I also keep up with what other Diversified events are doing.
One thing I really appreciate about the IESNA team is our willingness to try new things. Not everything is a win, and not every sponsorship opportunity sells, but we’re always learning what our sponsors and attendees want to see.
We collect feedback after every event and take note of ideas we can implement in the future.
Related. Meet the 2026 TSE Trailblazers: Parker Swenson
ANDREW: What has been the proudest moment of your career so far?
SHANNON: Being part of the Solar Games at IESNA. This competition takes place on the exhibit hall floor, where teams from across the country are tasked with building residential solar and storage systems on mock roofs.
The competition has been part of the event for the past six years, and I’ve been fortunate to be involved in the last three.
I work closely with our advisory board to select teams, introduce new challenges and products, and help create a smooth and exciting experience.
It’s always a highlight of our flagship event, and every year I have exhibitors and attendees approach me to learn more about how to get involved.
ANDREW: What are your keys to success?
SHANNON: Try to stay as organized as possible. I keep a living master schedule of all my responsibilities.
At the same time, being flexible and adaptable is a key factor.
While I spend a lot of time organizing what needs to get done, I also plan for alternatives when needed. At the end of the day, something unexpected will always come up.
Finding the balance between planning ahead and acting quickly to problem-solve is a key to success.
ANDREW: What challenges have you encountered in your career, and how have you overcome them?
SHANNON: One of the biggest challenges I’ve encountered has been with the Solar Games competition. This year, we weren’t able to recruit the optimal number of teams.
Traditionally, we have eight teams compete in a bracket-style format, but this year we didn’t have a surplus of applicants to select from.
We knew we could still make it work but had to approach it a little differently by shifting to a point-based system and selecting six teams to participate. Even when we thought everything was finalized, we had to coordinate last-minute replacement teams due to scheduling conflicts.
In the end, the new format was well received and is something we plan to continue moving forward. It was a great reminder that not every year is the same, and you have to stay on your toes, be flexible and find ways to make things work.
ANDREW: How do you stay motivated and avoid burnout?
SHANNON: I always find time to talk to our attendees at shows. I love learning more about the people involved, the industry and what new technologies and plans are on the horizon.
It’s a good reminder of why I was drawn to this job in the first place. The energy transition industry matters to me and connecting directly with those driving it is incredibly inspiring.
ANDREW: What advice would you give to an events industry up-and-comer?
SHANNON: Be bold about saying yes to opportunities.
Attending industry events, volunteering at other shows and networking with others will put you miles ahead in your career.
There are constant new technologies, practices and resources evolving and improving, and immersing yourself in these opportunities allows you to experience them in real time.
Just be mindful of your capacity so you can fully show up for each experience.
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