Karen Kroll, CMP, CEM, DES, Director of Exhibits for PRINTING United Alliance, has more than 15 years of experience in the meetings and exhibitions industry, and specializes in creating impactful, engaging trade show experiences. With a strong background in exhibit strategy, floor plan design, client and customer service and logistics, she applies a blend of creativity and operational know-how to every project.
Karen is passionate about building relationships and delivering seamless, high-value events that connect people and ideas. Here, she shares how her Certified in Exhibition Management (CEM) designation has transformed her approach to exhibition strategy and elevated her career in the competitive events industry.
How has the CEM designation helped in your career?
Not only has it deepened my understanding of core principles like strategic planning, event operations and marketing, but it has also provided me with a global perspective on industry best practices.
Why is it important to maintain the CEM designation?
Our field is constantly evolving – whether it’s through advancements in technology, shifts in attendee behavior, or new safety and sustainability standards. Staying certified ensures I remain current with best practices and emerging trends.
What made you want to obtain your CEM designation?
Being part of the CEM community means I am constantly learning from seasoned professionals and staying ahead of trends. It’s been a key driver in both my professional development and my passion for the industry.
What advice would you give to an aspiring individual who wants to apply for the CEM program?
My biggest advice for anyone considering the CEM program is: go for it – but go in with intention. The CEM is more than just a credential; it’s an investment in your career growth and professional identity within the exhibitions and events industry.
How did you start your career in this industry?
Ironically, I started on the career path outside of the exhibit hall in logistics and operations. I always said, I could not see myself working inside the hall. My employer kind of threw me in there for a client and I fell in love and have never looked back. I reverted back to my days as a teacher.
How have you made a difference with your show or with working with a client by applying the knowledge you gained by obtaining your CEM designation?
Earning my CEM designation gives me a more strategic and holistic understanding of show and expo management, which directly influences the way I approach both events and client relationships. Thanks to the knowledge I gained from the CEM program – particularly in modules focused on event marketing, floor plan development and ROI measurement – I look forward to bringing a new level of excellence to our events.
What was it that you did or implemented right after obtaining your CEM?
Right after obtaining my CEM, one of the first things I focused on was re-evaluating our floor policies and procedures to ensure they aligned with industry best practices and enhanced both safety and exhibitor experience. I noticed that some of our existing policies – especially around move-in/move-out procedures and booth activity – were either outdated or inconsistently enforced.
What did you like most about the CEM Learning Program?
What I value most is how practical and immediately applicable the content is – especially in areas like floor plan management, marketing and operational procedures. The program’s flexibility, expert instructors and strong global community are worth their weight in gold. Maintaining my designation keeps me current, credible and committed to industry best practices.
What is one thing most people don’t know about you?
I had perfect attendance in school up until 9th grade. 😊
