CEMA Newsletter: June 2025

From college spirit leader to global event marketing maven, Karen Woock Jacquelin shares insights on CEMA’s impact, AI’s role in events, and the enduring power of human connection in a tech-driven world.

Can you tell us a bit about your background and how you got involved with CEMA?
My passion for event marketing ignited during college while leading our spirit organization of 100+ volunteers, orchestrating crowd experiences that turned ordinary game days into super-sized spectacles and traditions that continue today. That spark evolved into my first real job producing B2C trade shows throughout California. Then, a pivotal opportunity at Gatorade transformed my trajectory – as Marketing Manager, I nurtured partnerships with professional sports teams and orchestrated 100+ sponsored events annually. This caught the attention of the global agency Y&R, which recruited me to spearhead experiential campaigns with Lincoln Automotive, Callaway Golf, Mattel, Ford, and other global brands. Along the way, I co-founded Go Big Events with a childhood friend and organized branded business events around the globe for technology, media, and trade organizations.

CEMA has evolved in the last few years as the “true north” for data insights, trend forecasting, and professional guidance and advocacy. After attending a few CEMA webinars this year, I was compelled to participate in the Atlassian Study Tour in Anaheim, which was a surprising masterclass in how the most forward-thinking, kind and conscientious people are reimagining the intersection of technology and human experience.

Can you share a memorable way that CEMA has expanded your network or created new professional opportunities?

The CEMA Study Tour assembled a cross-section of industry leaders from finance, technology, CPG, hospitality, and event production—representing both client-side decision-makers and agency strategists who drive business development and market innovation. Our intensive two-day engagement transcended conventional networking, evolving into strategic dialogue about navigating today’s complex business environment. I gained valuable insights on sector-specific challenges and the innovative approaches these leaders are employing to adapt and thrive in our rapidly shifting landscapes. I’m leveraging these learnings to directly inform my consulting strategies and business development approach.

What are you currently learning about (either professionally or personally)?

I’m diving deep into the convergence of MarCom technology and AI— two powerful forces reshaping how we create experiences that matter. Event marketers who master these tools won’t just optimize existing processes; they’ll unlock entirely new possibilities that make clients eager to invest and leave attendees transformed.

What are you most passionate about outside of work?

I’m deeply committed to nurturing the relationships that ground me—family and friends alongside my 91-pound furry co-pilot, Reggie, who’s taught me that some of the best brainstorming occurs on hiking trails. This commitment extends to maintaining my physical, mental, and spiritual equilibrium, some of which involves watching (not participating in) competitive baking shows, expanding my tiki-mug collection, and researching all things Mid-Century Modern.

What is the best piece of advice someone has given you?

Effective communication is deceptively complex. Science reveals layers of nuance we often overlook in our rush to be heard. I’ve learned the immense benefits of seeking clarity first by asking questions, listening with genuine intent, and creating space for understanding to emerge naturally. In my experience, the best relationships, breakthrough ideas, and lasting solutions don’t happen by accident; they grow from communication that’s intentionally cultivated, carefully tended, and well understood.

As an industry leader, what challenges do you see on the horizon for the events industry, and how can event professionals collaborate to turn those challenges into opportunities?

The strategic event marketing advantage lies in mastering face-to-face connection skills—the ability to decipher client needs, facilitate meaningful stakeholder alignment, and foster collaborative partnerships that drive exceptional outcomes. Technology serves as a powerful enabler in this equation, but human connection remains the catalyst for transformative experiences and sustainable business relationships. Event Marketing companies and teams will unearth more business opportunities and long-term clients when they support everyone in their organization in learning how to strengthen these personal connection capabilities.

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With career experiences spanning all facets of marketing, sales, and communications, Karen Woock Jaquelin is a seasoned expert in creating high-impact initiatives that drive business growth. Early in her career producing B2C tradeshows and spearheading media relations, Karen advanced to pivotal roles at Gatorade and advertising agency Young & Rubicam Brands where she orchestrated high-touch events for, and partnerships with, professional sports teams and associations, media groups, and global consumer brands.

Karen further honed her client communication and event management expertise at Xperience Communications and EWI Worldwide, pitching and leading immersive experiences for notable brands such as Toyota, Mazda, Ford, and Allergan Pharmaceuticals. She subsequently co-founded an event marketing consultancy, producing B2B events across North America, Europe, and Asia for technology, media, and trade organizations.

From comprehensive event and partnership strategies to transformative marketing and business development leadership, Karen thrives when collaborating closely with clients and cross-functional teams to align every initiative with broader business goals, consistently seeking clarity, innovating resourceful solutions, and driving measurable results.