CHICAGO — In the spring of 2023, Alexandra Aldridge was named a Trade Show Executive (TSE) Trailblazer. At the time, she was a Marketing Director at Questex and recognized for the instrumental role she played in the launch of The Hospitality Show, which has since gone on to win various awards from TSE for its debut and fast growth.
Now, she serves as an Account Strategist at mdg, a Freeman Company, where she helps to propel brands through impactful marketing campaigns and strategy.
Trade Show Executive caught up with Alexandra Aldridge to learn more about how her career has evolved since 2023, what she predicts is next for event marketing and reflections on her early career.
MADDY: Can you talk to us a bit about your role and responsibilities at the time of you being named a Trailblazer, and what initiatives you led that resulted in you being nominated?
ALEXANDRA: In 2023, I was the Marketing Director at Questex, and we launched The Hospitality Show in partnership with the American Hotel & Lodging Association (AHLA) in just under six months, from announcing the partnership to opening the doors. It was hands down the fastest event cycle I have ever worked on.
I led the go-to-market strategy, building an integrated attendee acquisition plan that combined data-driven targeting, compelling video storytelling and multi-channel digital campaigns across email, social and paid media. It was a crowded market, so differentiation was everything. Through smart positioning and a strong narrative, we exceeded every goal (attendance, engagement and brand visibility) and the show continues to thrive today.
MADDY: What have you been up to career-wise since being named a Trailblazer in the spring of 2023?
ALEXANDRA: That experience cemented my love for strategic marketing, the kind that blends creativity, data and storytelling to move audiences to action. It led me to my current role as a Strategist at mdg, a full-service marketing agency. The work allows me to partner closely with associations and event organizers to build smarter campaigns that drive measurable growth. It has been incredibly rewarding to broaden my reach across industries and apply insights from one sector to another. That kind of cross-pollination is where real innovation happens.
MADDY: In your current role at mdg, what are your main responsibilities?
ALEXANDRA: I lead strategy for clients looking to grow their events and memberships, turning goals into actionable marketing plans that connect content, creative and conversion. My focus is on developing data-informed attendee and exhibitor acquisition strategies, building brand stories that resonate and ensuring alignment across digital channels. I also support a talented team of specialists, helping them translate strategy into campaigns that deliver. At the heart of it, I am driven by impact, whether that is through a video that shifts perception, a campaign that drives registrations or a brand experience that earns long-term loyalty.
MADDY: What was a big lesson you learned when transitioning from an organizer to an agency?
ALEXANDRA: Coming from the organizer side gave me a huge advantage. I understand how internal structures, competing priorities and stakeholder dynamics shape strategy and budget. I have always thrived in roles where collaboration and transparency are front and center, so the shift to agency life felt natural. I can see things through a client’s lens and bring my own real-world experiences to the table, which helps build collaboration and drive real results.
Related. An At-Scale Success Story: Inside The Hospitality Show with Alexi Khajavi
MADDY: What do you think will be the next big trend in event marketing in 2026?
ALEXANDRA: As Millennials and Gen Z become our primary audience, the old conference playbook won’t cut it. They crave connection, flexibility and experiences that feel personal. We have shifted to using AI to deliver exactly that: smart, data-driven events that curate content, connections and moments uniquely for each attendee.
Freeman’s recent Trends Report, released at IMEX, found that 85% of attendees who experience a “peak moment” are more likely to return. Yet only 40% say they have had one, compared to 78% of organizers who think they deliver them. That gap says it all. There is a clear disconnect between what organizers believe they are creating and what attendees actually feel. Our job now is to close that gap by designing events that truly resonate on a human level, with technology as the enabler, not the distraction.
MADDY: Reflecting on your career so far, what have been some of your most memorable accomplishments?
ALEXANDRA: Working with the AHLA to launch The Hospitality Show was a defining moment in my career. Designing an event not just to connect and educate, but to elevate advocacy and drive real impact for an industry that serves others, was incredibly fulfilling. Seeing it come to life, and later being recognized by Trade Show Executive as a Trailblazer for that launch, was truly rewarding.
That experience solidified my passion for association work. Now at mdg, I am fortunate to partner with mission-driven organizations to develop strategies that grow membership, boost event attendance and strengthen year-round engagement. Helping associations expand their influence and amplify their purpose makes the work both strategic and deeply meaningful.
MADDY: If you could go back in time and give yourself advice early in your career, what would you say?
ALEXANDRA: “Let it go and learn from it.” The faster you learn not to take things personally, especially those outside your control, the faster you understand how and when to pivot. This is a non-negotiable skill if you want to thrive in events.
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