Having worked on all 3 sides of the event triangle - organiser, venue and contractor, Laura has over 30 years’ experience leading account management teams within the Events and Exhibitions industry. Bringing this experience to The NEC and working with a diverse range of clients, she believes that integrating Live as part of an effective strategy is key to maximising the value of every brand. Crediting the huge number of opportunities, variety of industries and the everchanging working day as the reason why her fascination with the industry is as strong as ever, she relishes the challenge of piecing together creative, digital, and technical components to create memorable and unparalleled experiences that transform the mindset.