2026年TSE“值得关注的女性”Whitney Bell：助力IEEE PES T&D会议创纪录增长

CHICAGO — The next 2026 Trade Show Executive (TSE) Woman to Watch spotlight is on Whitney Bell, Vice President of Marketing at NTP Events.

Bell combines strategic vision, data-driven decision making and collaborative leadership to deliver extraordinary event growth and business results.

In this full-length conversation, Bell revealed how she helped the IEEE Power and Energy Society T&D Conference & Exposition notch record-breaking growth in 2026, and what motivates her to keep raising the bar.

ANDREW: Can you tell us how you landed in the trade show industry and what has kept you here?

WHITNEY: I started my career in federal-focused PR, but when my company began building communities and launching events, I found my passion.

Joining NTP gave me exposure to large trade shows, and I’ve been hooked ever since. I love creating environments where people can connect, learn and drive their industries forward.

ANDREW: What are some of the skills that have helped you move up in your organization, and how do you refine those skills?

WHITNEY: The skills that have helped me advance are strategic thinking, cross-functional collaboration and adaptability. I’ve been successful by connecting marketing efforts to business outcomes, building strong partnerships across teams and staying open to change.

I continue refining these skills by seeking feedback, studying performance data, keeping up with industry trends and taking on new challenges that push me outside my comfort zone.

ANDREW: Could you describe your work leading the marketing efforts for the 2026 IEEE PES T&D Conference & Exposition?

WHITNEY: I’m incredibly proud of the work NTP and IEEE PES accomplished with the 2026 IEEE PES T&D Conference & Exposition. The event became the largest and most successful conference in IEEE’s history, which was especially meaningful as it was the first T&D event produced through our partnership with IEEE PES.

As the marketing lead, my focus was on developing a data-driven audience growth strategy that expanded both attendance and the exhibition floor.

We took a deeper look at audience segmentation to better understand the needs, motivations and challenges of each target group. This allowed us to deliver more personalized messaging that clearly communicated the value of attending T&D and helped prospective attendees see what was in it for them.

Collaboration was also a critical component of the event’s success. I worked closely with the marketing lead at IEEE PES, as well as volunteer committees and other stakeholders, to ensure we were aligned on strategy, messaging and goals.

By maintaining a unified voice while tailoring communications to different audience segments, we were able to reach new audiences, strengthen engagement with existing ones and fill gaps from previous events.

Ultimately, the combination of strong partnership, audience-focused marketing and targeted segmentation helped drive record-breaking results and establish a successful foundation for the future of the event.

ANDREW: How do you align marketing strategy with business objectives and balance creativity with analytical rigor?

WHITNEY: I align marketing strategy with business objectives by starting with the desired outcome and ensuring every campaign, message and tactic supports that goal.

To balance creativity and analytics, I use data to inform decisions and measure success while giving my team room to test innovative ideas. I believe the strongest marketing combines compelling storytelling with clear, measurable results.

ANDREW: Why is it important to embrace change?

WHITNEY: Embracing change is important because marketing and events are constantly evolving.

Staying open to new ideas, technologies and customer needs helps us remain relevant and achieve business objectives. I’ve learned that being adaptable, data-driven and willing to evolve strategies is essential for driving growth and delivering strong results.

ANDREW: What is your motivation to continue striving for excellence in your work?

WHITNEY: My motivation comes from making an impact.

I enjoy setting ambitious goals, building strategies to achieve them and seeing the tangible results of that work. In marketing, it’s especially rewarding to know that the campaigns, events and experiences we create help drive business growth and strengthen industry communities.

I also believe there’s always an opportunity to improve, whether through new ideas, better processes or learning new skills, which keeps me motivated to continuously raise the bar.

ANDREW: How do you maintain a healthy work-life balance to avoid burnout? How do you encourage others to do the same?

WHITNEY: With today’s technology, it’s easy to always be connected, so I make a conscious effort to set clear boundaries between work and personal time. I prioritize activities outside of work that help me recharge and stay energized, and I remind myself and my team that we work to live, not live to work.

As a leader, I also try to model those behaviors by respecting personal time, encouraging PTO and helping the team prioritize workloads so we’re focused on what matters most. I’ve found that people perform at their best when they have the space to recharge, and that ultimately leads to higher engagement, creativity and stronger results.

ANDREW: What do you think the next big thing in the events space is going to be?

WHITNEY: I believe the next big thing in events will be AI-driven personalization and the shift toward year-round community engagement. Attendees increasingly expect experiences tailored to their interests, and technology will help deliver that more effectively.

However, the heart of the events industry will remain human connection, and the most successful events will be those that use technology to enhance networking, learning and engagement rather than replace them.

ANDREW: What role does mentorship play in your career development, and how can other women seek and cultivate these relationships?

WHITNEY: Mentorship has played a significant role in my career development. I’ve been fortunate to have two strong female mentors who have helped me navigate challenging situations, asked the tough questions and encouraged me to trust my instincts.

What has been especially valuable is that they have different leadership styles and management philosophies, which has given me broader perspectives and helped me shape my own approach as a leader.

For women looking to build these relationships, my advice is to be intentional and proactive. Mentors don’t always come through formal programs.

Often, they are people whose experience, leadership style or career path you admire. They do not have to be in the same industry as you, either.

Neither of my mentors are in the trade show space, which allows them to provide objective advice.

Build genuine relationships, seek feedback, stay curious and don’t be afraid to ask for guidance. The best mentorship relationships are built on mutual respect, trust and a willingness to learn.

ANDREW: What is your vision for the future of women in the trade show industry, and what steps can be taken to foster greater inclusion and diversity?

WHITNEY: My vision is for women to be equally represented at all levels of the trade show industry, particularly in leadership roles. Achieving that requires intentional investment in mentorship, sponsorship, leadership development and creating opportunities for women to grow and be heard.

I’ve benefited from strong female mentors throughout my career, and I believe supporting and advocating for others is key to building a more inclusive, innovative and successful industry.

To get more 2026 Women to Watch Q&As, subscribe to TSE’s free e-newsletter on LinkedIn or through your email. 

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