‘Gain as much industry experience as possible’

Tell us a few details about your current role and how you got here.

In my current role as Head of IAA Conference, I lead its strategic development and delivery. It is one of the world’s most influential conferences for mobility decision-makers that is an integral part of the tradeshow IAA Mobility. Together with my team, I help shape the transformation of IAA MOBILITY from a car-centric trade show into an action-oriented, holistic mobility ecosystem.

My path to this role has been shaped by a long-standing passion for communication and connecting people. During my studies at Leeds Met, I wrote my master’s thesis in cooperation with the Munich-based trade fair company Messe München and was immediately drawn to its international working environment. What started as an academic collaboration turned into a long-term professional journey. Over the past decade, I have grown within the organisation through various roles, taking on increasing responsibility and, in 2022, stepped into a leadership position.

How did you get interested in working in the exhibition industry and - more specifically - providing a platform for the mobility industries? 

During my undergraduate studies, I already had the opportunity to work for my current employer, Messe München. This experience gave me valuable insight into how trade fairs create connection, dialogue, and meaningful exchange between people from diverse backgrounds. In 2021, I began working on the project IAA MOBILITY when the event was included in the tradeshow portfolio of Messe München. Thus, I was introduced to the mobility sector — a field I am deeply passionate about. Mobility is a fundamental need that affects everyone’s daily life and also one of the most dynamic and future-defining topics, shaped by technological innovation, sustainability, and societal change. 

How does one navigate such a global organisation and in a leadership position like yours?

Leading in such a setting requires structure, clear goals, and defined responsibilities, as well as conviction, passion, and a shared vision. For me, leadership is about creating maximum impact for a common goal, putting personal ego aside, and staying calm in a project-based environment with high workloads, where prioritisation is essential. My role is to empower my team, create clarity and trust, connect different perspectives, and ensure that everyone understands how their contribution supports the overall objective — a balance that is key to successful leadership in an international collaboration like IAA MOBILITY. 

Do you have any suggestions for a newbie looking to enter the exhibition sector?

My main advice is to gain practical experience as early as possible. Working at trade fairs during your studies — in operational roles, catering, or on the exhibition floor — is a great way to understand the industry from the ground up and earn good money at the same time. Internships with event agencies or in event departments of larger companies are another valuable step, as they often offer good structures and learning opportunities. Joining a trade fair company can be especially rewarding--with many different events under one roof, there are many ways to grow and develop internally and chose the industry you like to dive into (like the mobility industry in my case).

How did your course at Leeds Beckett help you?

From the very beginning, I was drawn to the truly international classroom at Leeds Beckett. Eight out of nine of my course mates came from different cultural and academic backgrounds, creating an environment that actively fostered international and intercultural exchange. Discussing complex topics from multiple perspectives not only broadened my thinking but also helped me develop a strong intercultural skill set.
Today, I work closely with high-ranking companies and institutions from around the world, and the ability to navigate different mindsets, communication styles, and expectations is a direct result of this experience. The programme’s strong practical orientation gave me the confidence to communicate clearly, lead discussions, and present ideas at an international level.

What advice do you have for someone graduating from the public relations course at Leeds Beckett?

Gain as much industry experience as possible and don’t be afraid to take opportunities that may feel slightly outside your comfort zone. Some of the most important steps in my own career came from saying yes, trying things out, and trusting my curiosity — even when that meant deciding against a potential path. Most importantly, believe in yourself.

What are some of your best memories of studying at Leeds Beckett?

I have so many great memories from my time at Leeds Beckett. From the very beginning, I really appreciated the wide range of extracurricular activities organised by the university. I met so many interesting people, and we quickly became a close-knit group, spending a lot of time together.
I truly enjoyed living in Leeds and made the most of everything the city and the university had to offer — from university-oriented activities to extracurricular experiences such as trips to Wales or the coast, yoga classes at the Students’ Union gym, and, of course, Leeds’ vibrant nightlife.
I made friends for life and deepened my love for the UK. I’ve returned to Leeds several times since, simply to relive those happy memories. I was also fortunate to have Rudiger Theilmann as my course leader — someone who truly believed in me and supported my development.