CHICAGO — March is Women’s History Month, a time meant to recognize and celebrate the achievements and contributions of women in society, business and the world. The trade show and events industry is filled with influential women, and to celebrate that Trade Show Executive (TSE) is interviewing some of the industry’s brightest stars. Today we shine a spotlight on Martha Donato, Founder and President of MAD Event Management. With more than 25 years of experience in the industry, she has launched events and conferences, led consulting projects, garnered international recognition and showcased her excellence in strategic event planning and management.
A staple in the events space, Donato is an active member of a variety of industry organizations including IAEE and SISO, as well as being a Founding Member and President of the Women in Exhibitions Network North America Chapter and serving as North America Regional Director of UFI.
TSE caught up with Martha Donato to discuss women in leadership, her advice for fellow professionals and to highlight some important people in her career journey.
MADDY: How has the industry progressed in terms of gender equality over the course of your career?
MARTHA: When I first started in the event planning industry, it was largely dominated by men in leadership roles. Over the years, however, I’ve seen significant progress. There has been a shift toward recognizing the value that women bring to the table, not just in planning and executing events, but in strategic decision-making, creativity, and leadership. Many more women are now leading companies, founding agencies and heading up major event initiatives. That’s encouraging, and it shows that the industry is becoming more inclusive and diverse.
However, we still have work to do, especially when it comes to addressing the gender pay gap and ensuring that women have equal access to opportunities at the highest levels.
Related. Powerful Women Series: Yancy Weinrich
MADDY: Where do we still need to improve?
MARTHA: We need to continue pushing for more equal representation in senior leadership roles. While there are many women in event planning and production, the higher you go up the ladder, the fewer women you see in executive positions. This can sometimes lead to an imbalance in decision-making processes. There’s also a need for better support systems for women balancing family life and career advancement. In my experience, flexibility and understanding around family responsibilities are still areas where we can improve, especially as women continue to take on leadership roles.
Lastly, I think mentorship programs for women in the industry are a great way to foster the next generation of female leaders. Mentorship doesn’t have to be a formal corporate led initiative, it can be accomplished through volunteering for an association committee, or joining a group like Women in Exhibitions Network (of which I’m a founding member).
MADDY: What are some misconceptions about women in this industry or in leadership that you’d like to dispel?
MARTHA: One major misconception is that women in leadership roles, particularly in event planning, are often seen as overly emotional or “soft.” There’s this stereotype that we can’t be both compassionate and strong leaders. In reality, I’ve found that the best leaders — regardless of gender — are those who can combine empathy with decisiveness. Our ability to connect with people and navigate challenging situations with grace is often a key asset. Another misconception is that women can’t handle the intense pressures of leading large-scale events or managing a team. The truth is, women are often incredibly organized, multi-tasking and resilient, which makes us well-equipped for these high-pressure environments.
MADDY: What would be your advice to other women professionals in this industry?
MARTHA: My advice would be to believe in your abilities and embrace your unique perspective. The event planning industry thrives on creativity, innovation, and relationships, and women are exceptional at all of these. Don’t be afraid to ask for what you’re worth — whether that’s in terms of salary, recognition or opportunities. Seek out mentors who can guide and support you, and always make sure you’re building your network!
It’s also important to develop resilience because the event industry can be unpredictable. Take pride in the work you do and trust that your contributions matter. Finally, take care of yourself — don’t lose sight of your personal well-being while you’re achieving professional success.
MADDY: In honor of Women’s History Month, are there any women in your life, professionally or personally, that you’d like to give a shout-out to?
MARTHA: Absolutely. I would first like to acknowledge my fellow Women in Exhibition Network members with whom I’ve been blessed to collaborate and work with side by side for nearly five years.
They inspire me every day with their creativity, dedication and passion. Together, we have been building a community of supportive, talented individuals who work tirelessly to lift up and create this welcoming women’s group. There are so many dedicated people (both women and men) involved, but I’d like to give a shout-out to the original and current Executive Committee members — Danica Tormohlen, Elizabeth George, Laura Purdy, Kimberly Hardcastle, Toni Piela and Stephanie Selesnick.
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