Falling Down Stairs, Talking to Strangers: How Planners Got Their Start

Our second installment (see the first here) of stories about how planners ended up working in the meetings industry features everything from getting promoted after a predecessor fell down the stairs at a party to being hired by a total stranger they met while prepping for a job interview.

The following 10 planners took very different and often indirect paths toward their careers in events, from TV producers to cruise directors to accountants.

1. Liz Lathan, Co-founder, Club Ichi & The Community Factory

“I’ve always been interested in events and even audited a college class about special events my freshman year. But in the end, I ended up with a journalism degree and was pulled into events through a public relations path. 

“My first job out of college was doing media relations for a high-tech company, where I got to work on events through their recruiting team and the annual user conference. At 23 and second in command for the registration workstream, I was learning the ropes.

“Then, at the holiday party that year, the lead for the workstream fell down the stairs and her wine glass went straight through her hand. She took medical leave and left me in charge of her role. So, while I didn’t ‘fall into events,’ it was an ‘event fall’ that got me in!

“After that, I ran education and annual conferences for two trade associations before moving back to corporate, where I stayed for 15 years at Dell and then IBM, leading global event teams. In 2018, I left to start an experiential agency with some friends, and then in 2022, left that agency to launch my current venture, The Community Factory, with one of my original co-founders. Now we focus most of our time and energy on Club Ichi, our community for B2B event marketers, which has gained more than 6,000 members.” 

2. Marty Glynn, CEO, MAD Event Management

“I don’t think I did anything different than any other college graduate in 1987. …I got a job as my parents demanded!

“I had lots of different summer jobs, but none that would turn into a career using my degree in management and international business. When I applied to an ad for an account executive at a trade show contractor, it was nothing more than trolling for any job that would make my parents happy that I was on my way to getting off their payroll.

“My interview changed all that. I had a “Magnum P.I. experience. ‘Kid, jump in the car (a red Ferrari) and let’s talk.’ One of the owners was more brash than the car.

“This is show business, and once it gets in your blood, you won’t ever leave. It’s been a wild ride – not unlike that first day.”

3. Sibley Guilianelli, Program Manager, Creative Group

“I remind myself every day that small decisions can have a big impact. It was a seemingly minor decision in college – taking a night class and handing my resume to my professor as I walked out the door one evening – that launched an 8-year career in the meeting and event industry.

“Following an unexpected job offer from that professor, I spent the first 5 years in association management, supporting membership and administrative services for MICE industry groups like the IRF and ILEA. In 2021, I transitioned to a third-party agency, focusing on attendee engagement and experience, and by June 2023 I fully embraced my role as a meeting and incentive travel planner.”

4. Sarah LaFrance, Meetings & Events Planner, CWT Meetings & Events at Boston Scientific

“I attended Widener University, earning my bachelor’s degree in hospitality management. While in college, I worked in the hotel industry – both at the front of the house at the front desk and at the back of the house in food and beverage. I rapidly realized the front of the house was my place!

“After graduation, I joined Wyndham Hotels and Resorts in their Manager in Development program. I started in Piscataway, N.J., as the MID at the front desk, and in all, I was with Wyndham for about 8 years.

“After Wyndham, I jumped into the trade show industry with two different companies, both owned by single owners. I was in a sales role with the first company, working with venues, trade show managers and exhibitors, and then I shifted to a full-blown exhibit house, working with big pharma companies. I was in that industry for about 13 years.

“I then spent the next 5 years in higher education with Worcester Polytechnic Institute, working with corporations who wanted a more educated workforce. I was the cog between the corporation, the student and WPI.    

“I now work for CWT, as a meeting planner on the Boston Scientific account. I work with their different divisions to plan meetings and trade shows all across the U.S.”

5. Meg Pisani, VP, Supplier Relations, Maritz

“I attended the University of Missouri, Columbia, from 1983 to 1987. While all my friends were studying to be teachers, journalists and engineers, my goal was to work in the cruise industry as a cruise director. Mizzou did not have a hospitality management department in those days, so I studied arts and sciences and took some parks and recreation classes (one highlight was learning to build a composting toilet).

“My journey began in my junior year when a friend introduced me to Clipper Cruise Line in St. Louis. Eager to chase my dream, I took a year off from college to work as a stewardess aboard the Nantucket Clipper, promising my father I would return to finish my degree.

“That transformative year solidified my love for creating exceptional experiences for passengers, leading to an offer to become a cruise director. I kept my promise, completed my degree in record time, and returned to the cruise line, spending two incredible years planning activities and events on board.

“My career took another exciting turn when a friend from Clipper informed me about an opportunity at Maritz. I joined Maritz’ business group travel department as a program manager in event management, eventually moving into roles in sourcing, account management, proposal event design and, now, supplier relations.”

6. Tina Madden, CEO, Meetings & Incentives Worldwide

“I began my career as an accountant at a CPA firm, driven by my love for numbers. However, I quickly realized that sitting in a cubicle crunching numbers all day wasn’t my true passion. I decided to join our family company, M&IW, in an accounting role to learn more about the business.

“As I explored the industry, I became genuinely excited about the events sector and the value it brings to organizations. My accounting background has proven invaluable, and I am grateful to be part of this dynamic field, which offers endless opportunities for growth.”

7. Craig Dooley, President, SDI Meetings & Incentives

“I began my career in events at The Merchandise Mart in Chicago in 1994 as a market research manager, where I supported trade shows and conferences by crunching numbers and providing data on the value of participation. I was able to take a fact-driven approach to demonstrating the tangible benefits of in-person events, highlighting their importance in fostering business connections and growth.

“As I gained experience, I moved into broader, more strategic roles, including marketing to both attendees and exhibitors. This progression let me apply these analytical insights to broader event strategies.

“Ultimately, my early start in events reinforced how a broad mix of skill sets – ranging from data analysis to creative storytelling to operational expertise – are necessary to effectively support the power of meetings and events and unlock the full value of bringing people together.”

8. Jordan Sanford, Vice President, Sales Strategy, Meet Prestige

“Before my career in meetings and events, I worked a $10/hr gig in Seattle at a retail store and lived in income-assisted housing – a devastatingly predictable product of a B.A. in philosophy. The job hunt was flush with jargon-filled cover letters to local tech companies and a resume consumed by soft skills.

“Eventually, I got to the final round of interviews at a local startup to fill a customer service role and was prepping to meet the CEO when some poor soul was just friendly enough to let me accost him with my life story and work out the kinks of my interview questions and answers. 

“That person gave me some excellent career advice, coached my responses and cheered me on as I went into that interview. That startup offered me a job, but if you fast-forward a year, I ended up working for the man I met in the lobby, who created a new position at his company based on our conversation and was able to see talent in myself I was blind to.”

9. Ashley Baroniunas, Manager of Program Operations, EGR International

“After a short time living in Albany with my then-fiancé (now husband), we moved back to Long Island, and I needed to find a job quickly. I went through a temp agency, which led me to an interview with EGR for a data entry position. 

“At first, I was managing multiple rebate and loyalty programs. It was the first job I really enjoyed, even with the daily commute to the city. Then, a new client opportunity came up in our global experiences (live events) department, and I was asked to take on event registration and attendee management. The rest, as they say, is history!”

10. Tiffany Cohen, SVP, Incentives and Global Sourcing, Opus Agency

“Armed with a communications degree in TV/film, I initially set my sights on becoming a line producer, eager to bring stories to life on screen. I dove headfirst into the fast-paced world of television, taking on entry-level roles with major networks like MTV and Nickelodeon.

“Seeking stability without sacrificing creativity, I transitioned into a marketing role at Nextel, where I discovered that planning events required the same creativity, strategic planning and precision as TV production. This led me to manage trade show presence and sponsorships at a trade publication, then to a role in special events at Goodwill, and later as the director of education and marketing for a network of law firms. There, I honed my skills in managing conferences and summits, balancing education, marketing and event logistics.”