By Mary Tucker | Sr. Communications & Content Manager |IAEE
Kimberly Hardcastle-Geddes, CEM is an indefatigable leader with a ceaseless dedication to innovation that propels her mission to enhance association and organizer events. For more than 20 years, she has been an active and powerful presence in the industry through her involvement with IAEE, CEIR and the Exhibitions Mean Business campaign (to name a few) in addition to original initiatives such as the pioneering CEO Roundtables series she launched in response to COVID.
Kimberly is proud of her woman-run (formerly woman-owned) business and has always sought to support and grow strong female leaders within the agency. She serves as a mentor both within the agency, and to clients and industry colleagues seeking career advice for themselves and their children. She has supported several woman and family-friendly initiatives within the agency, including its moms’ support network and new moms’ toolkit.
Kimberly’s groundbreaking work earned her the IAEE Woman of Achievement Award last year, for which she was recognized this past December during Expo! Expo! IAEE’s Annual Meeting & Exhibition in Dallas, Texas (watch Kimberly’s acceptance speech here).
Here, Kimberly shares with IAEE where she finds inspiration for her marketing initiatives and why women in the industry should help each other attain executive leadership roles.
How did your career path lead you to exhibitions and events?
Kimberly: The first friend I made after moving to San Diego (from Scotland) worked at mdg and told me the agency was hiring. At the time, I didn’t even know there was such a thing as an events industry but from years of watching Melrose Place, I knew that working at a Southern California-based agency was the epitome of cool. Twenty years later, I still think it’s the best job ever and now I know it’s cool because we market events. We get to serve the nicest clients, in diverse markets, promoting one-of-a-kind experiences that move industries and professions forward. And unlike the agency in Melrose Place, at mdg we do this without any of the backstabbing, bedhopping or blackmailing (as far as I know!).
You are praised for your high level of creativity and innovation. Where do you find inspiration for your ideas and how do you stay on top of the industry’s latest advances?
Kimberly: In addition to watching trashy TV, my inspiration comes from non-trashy books, art, travel, music and the conversations I have with smart colleagues and friends. I also am inspired by observing consumer brands and consumer behavior patterns. And I’m obsessed with trends reports, especially those that highlight the differences between generational cohorts – not only for the insights I use as a marketer but for those I use to better understand my 19 year-old son. To stay on top of the event industry’s latest advancements, I attend events like SISO CEO and CEIR Predict.
You have also been applauded for supporting and mentoring women in succeeding in their own career goals and objectives. From your experience, what concerns do most female professionals have in common and what general advice do you offer professionals seeking a rewarding career?
Kimberly: I don’t know that career concerns are gender-specific, but the general advice I would give to anyone is to think of your career as a marathon, not a sprint. Know what you want and go after it with both perseverance and patience.
What advances would you like to see happen for women in the industry in 2024? And, what exciting initiatives do you have in store for this year?
Kimberly: I would like to see women advancing other women in our industry through action. So many of the doors that were opened to me throughout my career were opened by men – who hired mdg or recommended me for a board position or connected me to a resource. Now that more women are in executive leadership roles, it’s imperative that we are opening the doors for other women.
