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Sarah Whittaker-Smith
Sarah is an award-nominated Event Director with over 20 years’ experience scaling and leading market-defining trade exhibitions across the UK and Europe.
She currently leads the European Pizza Show, working alongside Bellavita Expo, where she is focused on strategic growth, commercial performance and long-term brand positioning within the foodservice sector.
Previously, Sarah was Event Director at Arc, part of Agriconnect, where she led LAMMA, the UK’s largest agricultural machinery exhibition. Under her leadership, LAMMA achieved 60% revenue growth within two years, alongside significant expansion in exhibitor footprint and visitor scale. She was subsequently promoted to Portfolio Director, overseeing all Arc exhibitions and awards.
Her career spans sales, operations and strategic leadership, giving her a 360-degree understanding of how to build commercially resilient, growth-focused event brands.
Sarah is a two-time EN100 member and was a finalist for Event Director of the Year at the EN Awards.
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