A career for life

Business and Consumer

Events

eeaa.com.au

MEET 10 PEOPLE WITH 10 DIFFERENT CAREER PATHS This could be YOU

Second edition

Photo: RTAA Yellow Tie Dinner 2017

“Imagine being part of a team that organises events for 300, 3,000 or even 30,000 people…or creating something that doesn’t exist yet… or travelling the globe in a job you love…this could be YOU!”

It takes all types of people with all kinds of skills to create an event.

In this issue we feature 10 young and successful professionals working in the following roles:• Digital Engineer• Motion Graphic Designer• Financial Director• Head of New Business• Event Operations• Marketing Communications• Event Management• General Management

They all have excelled in their roles in the exciting world of business and consumer events. This could be YOU.

It takes all types of people, with all kinds of skills, to create an event.

Allow us to introduce you to 10 young people with interesting careers in the events industry.

You’ll be surprised at the range of roles.

Some are front-of-house. Others are behind the scenes.

Each requires different skills.

Each requires passion and commitment.

It takes a team to create an event.

And you could have a Career for Life if you choose to work in our industry.

There are many pathways. There are many job types.

Business and consumer events play a pivotal role in driving Australia’s economy.

EY estimated the industry contributed just over $30b in direct expenditure, $13b in direct value-add and nearly 200,000 jobs to the Australian economy. Globally, the exhibition sector has created over 680,000 jobs and attracts over 260 million visitors to its 31,000 trade and consumer shows.

It’s a global industry that can take you all around the world, while small enough that you feel part of a team.

Whether you’re a teacher, career advisor, parent or student, we invite you to consider the many career possibilities available in business and consumer events.

There is a Career for Life.

Joyce DiMascio Chief Executive Exhibition and Event Association of Australasia

NAME: Supriya ShakyaROLE: Head of Digital COMPANY: Reed Exhibitions Australia

“We turn a concept into an operational reality. That’s what

my job is. It’s creative, challenging and there’s so much

innovation you can do around events.”

DIGITAL ENGINEER Engineer and Head of Digital at Reed Exhibitions Australia, Supriya Shakya is no stranger to adversity, breaking down stereotypes and triumphing in a male-dominated field.

Supriya has transformed the exhibition world, leading some of the most innovative technical solutions in the industry. In 2018, a product created and launched under her leadership received the Exhibition and Event Association of Australasia (EEAA) Award for Excellence for Best Innovation in Event Technology. Recently she was listed under the RELX, a global provider of information-based analytics and decision tools, Group Innovation Honour Roll.

Her resume is nothing short of impressive. However, Supriya explains that she has faced plenty of set-backs. Supriya studied Engineering in Nepal before moving to Sydney, Australia to complete a Masters in IT. Coming into Australia on a student visa, Supriya found it difficult to find a job in technology.

“I didn’t have any Australian work experience and I was on a visa with limited work permit. There is also a bit of stigma coming from a non-English speaking country. It was quite hard to break that.” Supriya says.

“When I first started applying for jobs, I got more than 50 rejections. Getting rejected was really hard but it was such a learning curve as well.” She says.

Supriya started her career as a software engineer and

subsequently joined Reed Exhibitions Australia as eBusiness Manager before her current role as Head of Digital.

Reed Exhibitions is a global leading event organiser, running over 500 events from 40 offices in 30 countries. In Australia, Reed Exhibitions runs over 25 events each year from trade, retail and consumer exhibitions to conferences and meetings.

As Head of Digital, Supriya is the “ideas person”, combining important technical skills with creative, innovative thinking to see how digital can add value across the company both for customers and internal users.

Supriya’s role has a lot of contact with different parts of her organisation. She could be working on application of digital products or addressing challenges within the business and show team.

On other days, she could be liaising with the marketing director or brainstorming new ideas with the technology team.

Supriya also works closely with Reed’s international offices, usually discussing enterprise solutions and their implementation in Australia.

Although the deadlines are stressful, she says they are motivating and the events are rewarding.

“I love that I can “see” a solution that’s been worked on.” She says.

NAME: Kien TanAGE: 33ROLE: General Manager COMPANY: The Monkey’s Cobbler

“Every job presents new opportunities

and things you have never done before. Sometimes it’s a lot

harder than it seems. You’ve got to back

yourself.”

MOTION GRAPHC DESIGNER Studying Graphic Design at TAFE, Kien’s career path into the events industry was more or less a happy accident.

Kien imagined a number of careers for himself, from digital specialist and animator to video production and television advertising.

When the global financial crisis hit, those jobs never eventuated and Kien became the first employee at The Monkey’s Cobbler (TMC) in the role of Junior Graphic Designer. Ten years later, Kien has progressed to Senior Graphic Designer and General Manager.

TMC is a creative studio based in Sydney, specialising in motion graphics, video production and digital. TMC produces content for a range of events including the APRA Music Awards Interviews and GQ Men of the Year Awards.

While Kien’s title is General Manager, he is first and foremost an animator and graphic designer. Imagine producing the Academy Awards - this is what Kien does for many different industries.

He creates on-screen content for events, including award shows, brand activations, communications, conferences, exhibitions and trade events. Kien has produced content for events including the AFTA National Travel Industry Awards and Australia’s premier investor event, SOHN Hearts and Minds Investment Leaders Conference.

Over time Kien’s role has become more expansive also encompassing production management.

In his role as General Manager, Kien liaises with clients, assists with design production and ensures the content is successfully delivered at the event.

While Kien did not set out to join the exhibitions and events industry, he enjoys the variety it presents and the dynamic and fast-paced environment it brings.

“Every job is different. Even when we do the same award show year after year - each time the look will be different, the feel will be different. You’re never re-treading too much of the same ground.” Kien says.

Kien says this variety can bring about new challenges.

“Every job presents new opportunities and things you have never done before. Sometimes it’s a lot harder than it seems. You’ve got to back yourself.” He says.

Kien says it is important to keep an open-mind and attitude when it comes to your career path.

“When you actually get out and look for work and take on jobs, just be open, you might find yourself in a completely different position and that can be a good thing.” He says.

“I have the luxury of being able to crunch the

numbers in my office. Then walk outside and see the visual

and tangible side of the numbers with our

amazing events. That’s unique to

hospitality.”

NAME: Erica Blythe AGE: 40ROLE: Director of Finance and Administration COMPANY: ICC Sydney

FINANCIAL DIRECTORFrom serving hot chips and hamburgers at the local café to crunching numbers as the director of finance at one of Australia’s leading venues, International Convention Centre (ICC) Sydney, Erica always knew she had an affinity with the hospitality industry. After completing work experience at KPMG and a hotel in Canberra, she knew she wanted to combine hospitality with her love of numbers.

“I was lucky that I knew what I wanted to do very early.” Erica says.

Erica’s career in the hotel industry began as a trainee at the Sofitel Wentworth in Sydney and it was here that she developed a “spark” for finance. During the Sydney 2000 Olympic Games, Erica was seconded to the finance department to collect deposits.

“I loved it. I was just lucky the financial controller at the time saw the spark as well and offered me my first full time role in the finance department.” She says.

With her sights set on finance roles, Erica completed a Bachelor of Business, majoring in Accounting by correspondence at Charles Sturt University and a CPA to become a Certified Practicing Accountant while she climbed the ladder in the hotel industry.

If this wasn’t enough, Erica balanced her career ascent with becoming a mum. She says building her career while being a mum was one of the most challenging things that she did “two times over”.

“Looking back at it now, I’m not even sure how I did it but it taught me a lot of skills that I didn’t have to begin with. I had to learn to delegate, prioritise and say no. It helped refine leadership skills.” She says.

As director of finance at ICC Sydney, Erica forecasts numbers for the next five years, advising on any opportunities and risks.

Forecasting numbers for a $1.5 billion world-class event destination is a high pressure position because these numbers influence what decisions are made.

“I have a team working with me and accuracy is very important in the finance department.” She says.

Boasting spectacular views of Sydney Harbour and the city skyline, ICC Sydney is situated in the heart of Sydney and hosts a range of events from banquets for over 2,000 attendees to concerts in its theatre with a capacity of 9,000.

“I have the luxury of being able to crunch the numbers in my office. Then walk outside and see the visual and tangible side of the numbers with our amazing events. That’s unique to hospitality.” She says.

NAME: Laura HuddleROLE: Head of New Business, Asia-Pacific (APAC) COMPANY: Eventbrite

“I’m a technologist. I love gadgets. I’m a

gamer. As we become more tech savvy,

being in an industry that focuses on

human connection.”

HEAD OF NEW BUSINESSFew people are more driven and accomplished than Laura Huddle. Between juggling a two year old, completing an MBA and dodging fireballs to win every Mario game, Laura has, for almost a decade, led Eventbrite to become the world’s largest event technology platform.

Eventbrite is a leading global event management and ticketing platform that allows users to create, share, find and attend events. Eventbrite assists event creators transform their idea into a reality. However, it also allows attendees to find and attend events. In 2018, Eventbrite powered 3.9 million events across 170 countries.

Laura was raised in North Carolina where she also studied Business Administration and Journalism at the University of North Carolina. After completing her degrees, Laura moved to San Francisco where she worked for Fox Interactive Media and Myspace before she joined what was then a small start-up company, Eventbrite.

In 2016, Laura returned to study, completing a Global Executive Master of Business Administration (MBA), predominantly based in Hong Kong through three different schools- Hong Kong University, London Business School and Columbia University in New York.

“It was an intense amount of work, which I happened to complete while pregnant and working at Eventbrite.” Laura says.

Laura has taken a number of bold risks in her career. She moved from North Carolina to San Francisco, a city where she knew no one. She joined a start-up company that no had heard of. Then she moved with her family (dog and all) to Melbourne, Australia, a country in which she had never set foot.

“My career has been a series of taking measured risks, trying new things and getting out of my comfort zone.” She says.

In Australia, Laura helped build the marketing team as Head of Marketing before her current role as Head of New Business in Asia- Pacific (APAC).

Laura’s dedication to the company and its success comes from her belief in its mission, which is bringing people together to share in live experiences.

“I’m a technologist. I love gadgets. I’m a gamer. As we become more tech savvy, being in an industry that focuses on human connection. I’ve got a lot of time for that.” She says.

As Head of New Business, Laura assists event creators bring their ideas into fruition. She says that working with passionate people is what she loves most about her job.

NAME: Georgie Chapman-Burgess AGE: 26ROLE: Operations ManagerCOMPANY: Exhibitions and Trade Fairs

“When the show opens only you

know what it took to overcome the big

and small challenges. Seeing the results of

your work is incredibly rewarding.”

EVENT OPERATIONSGeorgie Chapman-Burgess is proof there are many roads to success. The necessary ingredients are hard-work and a willingness to seize every opportunity.

Like her career, Georgie’s upbringing had an unconventional beginning. Georgie is a quintuplet and grew up with four brothers and sisters in a small town called Glen Innes in New South Wales.

“I thought it was normal growing up with four siblings the same age as me. But I look back at it now, it was crazy.” She laughs.

Raised by her Indigenous mother and Anglo father, Georgie was competitive with her siblings but had strong role models in her parents.

Although Georgie’s mother did not complete high school, she showed her children the value of education, completing a Bachelor of Secondary Education, majoring in Aboriginal studies while working full-time and raising five children.

“Mum was always studying – so when it came to our education, we didn’t question it. This is what she did and it showed us the importance of education.” Georgie says.

After watching her mother balance work and studies, Georgie was determined to go to university but she did not have the grades. She approached her principal and after an interview, Georgie was one of a handful of students selected for a Principal’s Recommendation.

Despite not having received an ATAR, Georgie’s initiative led her to be accepted into a Bachelor of Business in Convention and Event Management at Southern Cross University.

Following the completion of her degree, Georgie moved to Newcastle and later Sydney when an opportunity arose with Exhibitions and Trade Fairs (ETF) in Sydney. ETF is an award winning exhibition and conference organiser, delivering successful events for its clients across the globe.

As Operations Manager, Georgie has delivered successful events including Drinks Industry Exhibition 2018, National 4×4 Outdoors Show and Fishing & Boating Expo 2018 in Brisbane and Melbourne.

In 2019, Georgie attended the Global Association of the Exhibition Industry’s (UFI) Asia- Pacific Conference with Exhibition and Event Association of Australasia’s (EEAA) Chief Executive, Joyce DiMascio in Tokyo. She earned this privilege after receiving the inaugural Tourism Australia Scholarship at the EEAA Awards for Excellence last year. Georgie was also the recipient of the 2018 Richard Geddes Young Achiever Award after being nominated by her peers for her work as Operations Manager at ETF.

Georgie is driven by her love of exhibitions, overcoming challenges and the joy of bringing people together.

Photo: Cellar Door Fest at Adelaide Convention Centre

NAME: Jamal GittensAGE: 32 ROLE: Operations Manager COMPANY: Melbourne Convention and Exhibition Centre

“It’s an amazing industry, you learn so much about so many different things. It’s

an industry where you don’t always have to have a degree. A lot

of it is experience and skills.”

EVENT OPERATIONSJamal took an unconventional path into the events and exhibitions industry. He started in a labouring job before he moved to Brisbane where he worked his way up to Project Manager at Moreton Hire.

Jamal left school in Year 10. He imagined a career working on boats as a skipper. He says his younger self would probably be surprised at where he is now.

“I had a completely different idea of what I was going to do as my career.” Jamal says.

Jamal says it has been difficult at times not having that “piece of paper”. However, he says there are still opportunities without a degree. The important thing is to network and make relationships with different people.

“It’s an amazing industry, you learn so much about so many different things. It’s an industry where you don’t always have to have a degree. A lot of it is experience and skills.” He says.

Jamal joined Melbourne Convention and Exhibition Centre (MCEC) as Logistics Manager before his current role as Operations Manager.

A leader in technology and innovation, MCEC captures Melbourne’s creative and vibrant character through memorable live experiences. As Operations Manager, Jamal is responsible for overseeing day-to-day operations of the venue and ensuring each event is delivered for MCEC’s 2.5 million visitors.

Jamal works on and off-site, co-ordinating multiple departments, resolving issues, approving requests and ensuring upkeep of the venue. With 30,000 square metres of pillar-less exhibition space and 52 meeting rooms at MCEC, this is no small task.

“A big part of my day is solving problems and providing advice. I like to problem solve and think outside the box. That’s the enjoyable part for me. Every day is very different.” He says.

MCEC hosts a range of events from concerts and expos to sporting events and conferences with big name speakers. Jamal says one of the interesting things about his job is learning about different industries that he works with. These are the clients who hold events at MCEC.

“It is important to learn about their industry to be able to understand what they want. Different things are important to different clients. I look after most of our big events including National Manufacturing Week, Austec and all those big machinery ones. I get to learn about the machines and what those industries do.” He says.

In a fast-paced, 24-hour industry, Jamal says it is important to make time for yourself. For Jamal, this includes camping, four-wheel driving, kite surfing and motor cycling.

“Make sure you give yourself some of your own time. Having that work life balance is a key thing.” He says.

“Take every opportunity presented

to you. Always say ‘yes’. Give it a go.

Try your best and if it doesn’t work out, don’t worry you’ll have more

opportunities.”

NAME: Jessica McLeanAGE: 28 ROLE: Senior Account Manager COMPANY: Zadro Agency

MARKETING COMMUNICATIONSThree and a half years ago Jessica McLean was the office intern at Sydney-based communications firm, Zadro Agency. Her willingness to learn and openness to feedback saw her career sky-rocket to Senior Account Manager in just a few short years.

Jessica’s advice?

“Take every opportunity presented to you. Always say ‘yes’. Give it a go. Try your best and if it doesn’t work out, don’t worry you’ll have more opportunities.” Jessica says.

Jessica completed a Bachelor of Journalism and a Bachelor of Arts in English and Linguistics. During her six years of study, Jessica completed an internship at Zadro Agency. Three months in, she was hired.

Zadro Agency is a communications agency, specialising in producing tailored strategic work for a range of businesses. Zadro’s multi-disciplinary team delivers specific solutions for public relations, marketing, digital and social, design, website and internal communications.

Jessica was hired as Administrative and Marketing Assistant and worked her way up to her current position as Senior Account Manager. She credits her quick ascent to hard work but more importantly, her ability to take on feedback and push herself.

Jessica says Founder and Managing Director of Zadro Agency, Felicity Zadro, has been integral to her success.

“She took a gamble and hired me after an internship. She’s the reason that I have been able to grow so much in the last three years and move quickly through the ranks.” She said.

In 2018, Jessica tackled her fear of public speaking after Felicity put her name forward to present at the Exhibition and Event Association of Australasia’s (EEAA) Leader’s Forum and Conference.

“Felicity signed me up for it and I am so glad she did. That was a big moment that I will always remember.” She says.

As Senior Account Manager, no two days are the same. She produces strategic communication plans for multiple clients, social media content, design work and regularly creates media releases and editorials.

Jessica says the variety of tasks involved in her work helps her stay engaged and cope with the more challenging responsibilities. A supportive team, she says, is also crucial to her success.

“My colleagues at Zadro are so supportive. Everyone has come into the industry via different paths. Everyone has a different perspective.” She says.

Away from work, Jessica is a self-proclaimed “nerdy kid”, enjoying all things science fiction, food and world-building computer games.

“The exhibition and event industry continues to push

boundaries with technology. We are always finding new

ways to engage people.”

NAME: Luke Edginton AGE: 44ROLE: Exhibition Services Manager COMPANY: Adelaide Convention Centre

EVENT MANAGEMENTLuke began his career at Adelaide Convention Centre (ACC) as a waiter 26 years ago. Two-and-a-half decades and seven different departments later, he has worked his way up to his current role as Exhibition Services Manager at one of the world’s most modern, flexible and technologically advanced meetings and events venues.

“I’ve done everything from working as a stand builder, forklift driver and an event organiser.” He says.

When Luke first began at ACC he was studying to be a draftsman, however it wasn’t long before his passion for the events industry became clear.

Luke became the first employee in the Exhibitions Department 18 years ago. Today, he has a team of 12 and is responsible for managing the Exhibition and Design department’s day-to-day operations. He oversees the planning and logistics of key events, including South Australia’s most awarded annual food and wine festival, Cellar Door Fest.

Luke’s experience has also included working on the project team for the ACC’s recent $397M redevelopment. This was a nine-year project which saw the venue’s footprint expand to more than 20,000 square metres of multi-purpose space. It included the installation of new technologies, which presented a range of new and exciting opportunities for exhibitions held at the venue.

Luke says every day is different in the events industry. Some of his proudest moments include the opening day of Land Forces - the nation’s premier defence industry event - in both 2016 and 2018. Lauded as the ‘best yet’ by exhibitors, visitors and organisers, Land Forces 2018 was the ACC’s largest exhibition to date, covering over 20,000 square metres including extensive outside displays.

Luke says his love for the events industry comes from the diversity that it brings.

“I still find it exciting how you can visit the show floor one morning to look through an event and then head down the next morning at the exact same time and it is a totally different event.” He says.

Throughout his career, Luke says he has enjoyed watching the industry evolve in response to technology.

“The exhibition and event industry continues to push boundaries with technology. We are always finding new ways to engage people.” He says.

Luke has a passion for environmental sustainability. He is involved with the Exhibition and Event Association of Australasia’s (EEAA) Sustainability working group. At ACC, Luke supports the ACC’s long-running EarthCheck certification. In 2018, the ACC became the world’s first convention centre to achieve EarthCheck Platinum.

GENERAL MANAGEMENTLara’s career in the events industry has allowed her to pursue one of her personal passions and that is travel.

Growing up in a small town on the Sunshine Coast in Queensland, Lara has always been keen to explore Australia and the world. 20 years working exclusively in the events industry has enabled her to work in the United States and in four different states across Australia.

She has held different roles including event management and sales, operations, venue management across bars, hotels and corporate sales. For the past 15 years Lara has been in leadership- a role she says “encapsulates it all”.

Lara is passionate about the events industry. However, she says it also involves a lot of hard work.

“It’s the best industry in the world. To get to the top takes a lot of hard work and passion.” Lara says.

As General Manager, Lara is responsible for sales and operations, managing the team acquiring business events and corporate hospitality as well as managing the team that operates those events for all Melbourne and Olympic Parks venues.

Home of the Australian Open and holding over 650 events a year, Lara describes her work environment as “exciting and dynamic”. Each day is different working at Melbourne and Olympic Parks but every day she is surrounded by activity and remarkable infrastructure.

Aside from working in such a dynamic environment, Lara says the best thing about her job is seeing her hard work come together.

“Seeing an event come together that you’ve spent weeks, months, years on is something I thrive on. All of the sweat, tears, blood, laughter, no sleep. It’s definitely worth it in the end.” She says.

Lara says working in multiple roles and managing teams with a variety of personalities and ages has helped her grow as a person and a leader. She says it is important to have patience, respect and appreciation for how different people operate.

Lara’s next focus is leading the latest redevelopment project at Melbourne and Olympic Parks, the new conference and events centre. Lara is in charge of leading the development and construction plans as well as creating a marketing and sales campaign for the new building.

“Running over three years, the $271M redevelopment includes a 2000 square-metre pillarless ballroom, a 250 seat auditorium and a 5000 seat show court arena to cater for the growing popularity of the Australian Open. The project is scheduled for completion by the end of 2021.”

NAME: Lara BurnesAGE: 36ROLE: General Manager, Premier Events and Experiences COMPANY: Melbourne and Olympic Parks

“It’s the best industry in the world. To get to the top takes a

lot of hard work and passion.”

“Working in London was a career highlight

for me. It opened so many avenues. I was able to meet so many people,

which created a lot of opportunities.”

NAME: Jenna Cali AGE: 33ROLE: Operations Manager- Exhibitions and SponsorshipCOMPANY: Informa Australia

EVENT OPERATIONS AND SPONSORSHIP Jenna’s career shows the value of always saying yes to opportunities.

Her career path started out through an internship opportunity with Institute for International Research (IIR) when she was studying at College. She was 19.

Following her internship Jenna was hired as a receptionist with the promise of an event management role once it became available. Three months later she received the role and Jenna was moving her way up the ranks at IIR, which later merged under Informa Australia.

Informa Australia is the nation’s leading event organiser, delivering a number of large scale exhibitions, industry conferences and highly specialised corporate training events for over 40,000 attendees.

Jenna’s interest in exhibitions arose during a two-year stint in London where she worked in Group Marketing at Informa. Jenna was running the Global Awards for Informa, managing the Informa Academy Training Courses to improve staff skills.

“Working in London was a career highlight for me. It opened so many avenues. I was able to meet so many people, which created a lot of opportunities.” Jenna says.

During her time in London, Jenna was also given the

opportunity to work with the Chief Marketing Officer where she gained insight into the world of exhibitions.

Returning to Australia, Informa recognised the potential in Jenna and hired her as the Exhibitions and Sponsorship Operations Manager. With limited formal training and experience in exhibitions, Jenna says that this was the biggest challenge in her career.

After reaching out to her network and trusting her instincts, it wasn’t long before Jenna was flourishing, leading a number of successful events including Décor and Design, AusRAIL and The Safety Roadshows.

Jenna says there is no other industry as rewarding as the events and exhibitions industry.

“Seeing an event from concept to completion is the most enjoyable part of my job. That’s what keeps you going.” She says.

Although it is incredibly rewarding, Jenna says people can sometimes glorify the industry.

“Be prepared for hard work. I don’t know if people understand that you’ve got to put the hard yards in. It can be very rewarding but there’s a lot of blood, sweat and tears as well.” She says.

THIS COULD BE YOUHave these stories inspired you to consider a career in business and consumer events?

Formal qualifications through university in any discipline will open the doors to a world of opportunity in the sector. Some of the professions in demand include:

• Marketing and communications• Accounting and finance• Sustainability• Business• IT and Engineering

There are specialised TAFE courses in event management. Some of the careers available through TAFE education include:

• Event operations and planning• Graphic design and creative production• IT - event technology, programming, business and information systems, data analyst• Administration

Check out the following sites for more information:www.smartandskilled.nsw.gov.au or contact your local TAFE.www.myskills.gov.au for information about VET courses around the country.www.apprenticeshipsupport.com.au to find out more about traineeships for school leavers.

If you’re still unsure what to do next, get in touch with us at the Exhibition and Event Association of Australasia and we’ll help get you on a track to a fulfilling and lifelong career in exhibitions and events.

Visit us at eeaa.com.au or phone +61 2 9413 9520

A career for life

For more information on careers in business and consumer events contact Exhibition and Event Association of Australasia

PO Box 952 Chatswood NSW 2057 T +61 2 9413 9520 E info@eeaa.com.au eeaa.com.au ABN 35 433 559 243

THE POWER OF EXHIBITIONS

Photo: Décor + Design 2018

Printed on recycled paper which is sourced from renewable forests and certified by the Forest Stewardship Council (FSC).