How I Got My Start In Events

Like so many planners, these 10 individuals took very different and often indirect paths toward their careers in business events, from law to coaching to professional golf.

1. Susan Adams, Vice President of Engagement Strategy & Corporate Services, Next Level Performance

“During high school, I was fortunate to be an exchange student in France. I dove headfirst into the culture around me, learning the language, and discovering a great love of art. When I graduated from college with a degree in art history but could not spend the time or money on the advanced degree I needed to work in museums, I decided to look for a career that would allow me to give that same cultural and international experience to others.

“Buried in the classified section of the NY Times, I found an entry-level job at an agency, bringing French people to the United States for individual and group programs. Our company was part of American Airlines, and we handled French television personalities, retirees and incentives for European corporations. I made reservations, stuffed envelopes, chased down motor coaches on the streets of Manhattan, and met groups at JFK Airport for their first awe-inspiring ride into the city.

“A few years later, I went back to graduate school for Cultural Policy in London. I thought I would try to make a career shift back toward museums, but a funny thing happened…all of my interests and research during grad school brought me right back to the incentive industry.”

2. Beth Murphy, Head of Events, 6sense

“I attended the University of Michigan as a political science major, fully intending to go to law school after graduation. During my junior year, my best friend introduced me to an entirely different career path – event planning. At first, I was adamant: ‘No, I’m not going into events – I’m going to be a lawyer!’ But she encouraged me to join her family friend, Karen Baranick of Medical Conference Planners, Inc., on site for an event, and I was hooked!

“I realized I was drawn to the tangible results of event planning – the satisfaction of seeing months of hard work come to life. And more than 20 years later, that’s still my favorite part of this industry.”

3. Kim Ruby, Client Engagement Manager, Marketing, Canada Life Reinsurance

“In 2001, my son had an invitation to sing with the Philadelphia Boys Choir in Cuba. I needed some extra money to provide for the trip and had been out of the workforce for some time, so I found an ‘assistant’ position in the training department of a local window fashions manufacturer.  

“Ever curious, I noticed contracts were coming in and being faxed back to hotel properties within minutes of receipt. Minutes? Only the date checked? Having no experience in the meetings business, I went out and bought a copy of ‘Meetings for Dummies,’ wrapped it in brown grocery bag paper, and read it on my breaks at work. I joined the famous MIMList and heard about an HSMAI event in Washington, D.C. I had an inkling I had found my calling. I attended the sessions and met Joan Eisenstodt, who autographed my brown-wrapped book. 

“I began to insert my knowledge into the training department meetings and events, and quickly became the go-to regarding contracts, sourcing and content. I was promoted, and soon was planning an East Coast bonanza of training sessions.”

4. Cheryl Jamall, Chief Experience Officer, ACJ Meetings & Events, LLC

“My journey into the meetings industry began while working in portfolio management with the formerly Riggs National Bank, now known as PNC. After transitioning to a role as membership manager at a trade association,  the meetings team was let go and I was asked, ‘Can you do what they did?’ That’s where I discovered my passion for orchestrating events – and the rest is history.”

5. Brenna Lervick, Sales Enablement Manager, Prestige | Global Meeting Source

“After graduating from the University of South Dakota in 2017 with a mathematics degree, I pursued a career in professional golf. I played on the Epson Tour, Cactus Tour and Annika Women’s All Pro Tour.

“My first real connection to the events industry came when I was invited to work alongside my aunt at The Masters. There, I gained insight into the behind-the-scenes operations that made her work for her clients so successful. The atmosphere was exhilarating, and I noticed how close her clients had become, and their strong friendships. This experience sparked my desire to explore more opportunities in the industry.

“After deciding to step away from professional golf, I briefly worked as an analyst for an industrial engineering firm. In that role, I traveled to client locations across the country, reigniting my passion for travel. Eventually, the opportunity to join Prestige | Global Meeting Source arose, and I discovered the perfect way to combine my love for travel, my enthusiasm for connecting with people from all backgrounds and my passion for analytics.”

6. Lindsay Buchanan, Meetings Management Consultant, Meetings & Incentives Worldwide, Inc.

“My entry into the meetings industry came unexpectedly after I was laid off from the audio and video production field just before the 2008 economic downturn. I took a temporary role at a non-profit, initially aiming to get back into production. I played a key role in selecting a new event technology for the organization, and I quickly embraced the tool, pushing its capabilities to create efficiencies across the organization. This experience sparked my passion for event technology and set me on a path to becoming an event technologist before the role even officially existed.”

7. Sally McComic, Director, Marketing, SmartSource

“I started as a marketing coordinator at TransCore and supported our entire marketing team, including a trade show manager. One day, she asked me to help her with some logistical stuff, and I had yet to learn what a trade show was. After packing, prepping and listening, I was hooked on this ‘trade show thing’ and wanted to learn more.

“Fast forward to working at a large nationwide event company owned by Harper Collins and then an incentive travel company. I got my ‘event’ chops hard and fast. I wasn’t given instructions; I dug in and sought the answers to complete my job. I learned that many rules and regulations depend on the type of trade show or event you are planning: F&B minimums, PhRMA Code, and exhibiting and AV terminology. Check, check and check, and still learning.”

8. Natasha Botbijl, North American Meetings & Event Coordinator, Ledcor Industries Inc.

“It all began during my college years, when I was immersed in buyer psychology and business administration. My early career focused on helping leaders and sales teams improve customer experiences as an executive coach, blending psychology with business strategy.

“It wasn’t until I organized my own retreats that I discovered a real passion for event planning. Facilitators began to ask me to plan their events, and I soon realized that I loved the creative and logistical challenges of making each event unique. From there, I formalized my expertise through corporate event management training, and my career took off.”

9. Stephen Stano, Executive Events Leader, SAS Meetings & Incentives

“I started my career in the hotel business at various hotels in New Jersey and New York, as housekeeping manager, director of guest services and, finally, catering sales manager. After 10 years, I realized I did not want to work in other departments to round out my experience and become a general manager, so I decided to leave. One of the last things I booked was a wedding at The Roosevelt.

“While I was trying to figure out what was next for me, I decided to reach out to all my old clients to plan their meetings. The bride of the wedding I booked worked for an incentive house. She asked me to do some contract work for them, including as a travel director. As I met other TDs, I heard about a long-term contract with the growing meetings department of a large European bank, and I was recommended for the contract. 

“Then, lucky me: The first day I walked into the office, the senior planner gave notice. After a transition period, I was offered the permanent position – and that was the start of a great career in the industry.”

10. Mary Wysopal, Vice President, Customer Experience, Creative Group

“Like many, I ‘stumbled’ into this industry not realizing the exciting adventure I was embarking on at the time! I graduated college in 2008 with a public relations degree, with minors in marketing and business administration. As a part of my senior capstone project, my group project was to put on an event (for the purposes of publishing said event), but I was much more drawn to the elements of the event itself. Also in my senior year, I was chosen for a coveted Chicago Auto Show internship. Again, the purpose was to get exposure to media relations and blog writing, but I was much more fascinated by the logistics that went into the media relations registration, the show floor and the hospitality events.

“As I turned to applying for jobs, I cast a wide net to pivot away from traditional public relations and accepted a position with a global consulting firm as a ‘training coordinator.’ Thus began my career in events.”