IMEX strengthens its marketing focus with the appointment of Kelly Grant as marketing director, and the creation of a brand ambassador role filled by Natalie Gestetner, reflecting the increasing integration of events within marketing strategies.
Grant brings over 15 years of experience in the global events industry. She now heads up the 16-strong marketing, content, social media and digital team, and will lead the rollout of a programme of year-round content that’s underpinned by strategic use of data to enable a measurable and highly targeted audience reach and attendee conversion.
Based on the west coast of the US, Gestetner will work within the new Impact team. She will work closely with brand-side executives and senior level marketers to introduce them to IMEX and explore how the shows can support their strategic objectives and KPIs.
Significant strides have already been made with the introduction of a dedicated event for chief marketing officers (CMOs) and senior marketing professionals at IMEX America 2024, with plans to develop this further in the year ahead.
IMEX’s CEO Carina Bauer explained: “We’ve invested in our team and business so that we’re equipped to respond and flex to changes in the industry. Looking at research and speaking to our colleagues and friends around the world, there are many instances now where the event planning role sits within the marketing function and these new roles help us respond to that shift.
“We want to welcome this new audience of marketers and use our shows to demonstrate the true value of live events. These two senior level appointments signal our intention to advocate for live events as an important and measurable part of the marketing mix.”
IMEX’s next show, IMEX Frankfurt, takes place May 20-22, 2025.
