Summary
Overview
Work History
Education
Skills
Timeline
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ANNELYSS WILLIAMSON

ANNELYSS WILLIAMSON

Summary

Diligent Senior Events Leader with proven background in managing large-scale events (including trade shows and live experiential activations), ensuring seamless execution. Successfully led cross-functional teams and implemented innovative strategies to enhance guest experience and event efficiency. Demonstrated expertise in vendor coordination and budget management, showcasing strong organizational and problem-solving skills.

Overview

17
17
years of professional experience

Work History

Sales Manager (Events, Exhibits and Trade Shows)

Showbox Exhibits
10.2024 - Current
  • Handled customer relations issues, enabling quick resolution, and client satisfaction.
  • Increased sales revenue by $2.7 million, effectively doubling 2023 (total of over $5 million in revenue) by developing and implementing new process strategies
  • Built long-lasting client relationships (even bringing customers from previous companies with me) through excellent customer service and consistent followups.
  • Led a successful sales team by providing motivational coaching and performance-based incentives.
  • Established strong relationships with industry partners, fostering collaboration on joint events and co-promotions.
  • Increased booth traffic by developing eye-catching exhibit designs and engaging product presentations.
  • Coordinated seamless event execution from genesis to takedown by overseeing internal teams, volunteers, contractors, and vendors during trade shows.
  • Collaborated with sales teams to create targeted promotional materials that effectively showcased products and services.
  • Enhanced brand visibility with strategic marketing initiatives before and during trade show events.
  • Delivered high-quality educational sessions as part of the event program, contributing to positive attendee feedback scores.
  • Developed comprehensive post-event reports to analyze performance metrics and identify areas for improvement.
  • Negotiated favorable contract terms with venues and suppliers, ensuring cost-effective event management.
  • Implemented safety protocols for all events, ensuring compliance with local regulations and the well-being of attendees.
  • Successfully managed pre-show communications campaigns that generated excitement around upcoming events among target audiences.
  • Evaluated and selected optimal event locations and venues based on company objectives, budget limitations, and projected attendance numbers. Up to and including all logistics.
  • Trained and supervised event staff to complete tasks on time.
  • Managed administrative logistics of events planning, event booking, and event promotions.
  • Implemented contingency plans to address last-minute changes or unforeseen events.
  • Developed detailed event reports, documenting all aspects of each event.
  • Monitored and controlled event expenditures to meet budgets.

Director of High Impact (Trade Shows & Exhibits)

Displayit
01.2023 - 10.2024
  • Mentored and coached event sales managers, coordinators & operation teams
  • Including permanent full-time, part-time and temporary employees
  • Negotiated contracts and pricing with vendors, suppliers, customers, and partners
  • Worked with design team to create impactful trade show booths, exhibitions and event structures
  • Provided leadership in times of crisis or change initiatives
  • Managed budgets, ensuring both client and internal financial targets were achieved
  • Cultivated relationships with key internal and external stakeholders
  • Collaborated to identify areas for improvement and develop strategies for growth
  • Implemented effective policies and procedures that enabled the organization to meet sales targets and compliance requirements
  • Spearheaded new business development initiatives that drove revenue growth
  • Analyzed industry trends to inform decisions on product offerings or services
  • Reviewed financial statements, sales reports, and other performance data to measure productivity
  • Directed and coordinated activities of businesses or departments concerned with production, design, pricing, sales, operations and delivery
  • Created highly effective trade shows, large events and exhibits based on client vision
  • Proven track record of developing successful strategies and managing operations to achieve both short-term and long-term goals
  • Exceptional problem-solving and communication skills, with the ability to motivate and lead teams to success
  • Highly organized, proactive, and results-oriented, with experience in financial management, organizational development, and operational excellence

Vice President - Electric Events

Electric Hospitality
02.2022 - 01.2023
  • Led cross-functional teams for the successful completion of major client events, including corporate retreats, annual general meetings, movie and television wrap parties and industry networking gatherings, resulting in increased efficiency and client satisfaction.
  • Negotiated high-value contracts that maximized profitability while mitigating risks for the organization.
  • Managed financial planning and budgeting processes, ensuring fiscal responsibility and maximizing return on investments.
  • Developed new revenue streams by identifying growth opportunities and forging strategic partnerships with key industry players.
  • Transformed customer experience by designing and executing comprehensive service improvement initiatives aimed at enhancing event satisfaction levels.
  • Delivered strong financial performance despite challenging economic conditions by executing prudent risk management strategies throughout all aspects of business operations.
  • Cultivated company-wide culture of innovation and collaboration.
  • Maintained P&L and shouldered corporate fiscal responsibility.

Director of Catering Sales & Operations

The Woodruff Arts Center
12.2020 - 02.2022
  • Provided leadership in developing corporate vision, mission, values, and culture
  • Negotiated and managed partnerships with vendors and suppliers
  • Directed the planning and execution of new projects
  • Identified areas of improvement within various departments through detailed analysis of current practices
  • Oversaw the development of new products and services
  • Supervised work of other department managers to verify high quality results
  • Oversaw 4 teams of sales and event operations staff at 4 different venues
  • Negotiated and approved contracts with suppliers and distributors
  • Administered programs for selection of event sites, event execution, and provision of equipment and supplies
  • Directed strategic planning efforts that enabled the organization to achieve its short-term sales goals and brand identity while positioning itself for long-term success
  • Revamped existing processes to streamline operations while increasing efficiency
  • Provided guidance on menu selection, event planning, logistics and other aspects of a successful event or museum exhibit
  • Created an innovative approach to customer service, resulting in increased customer satisfaction scores
  • Identified areas of opportunity within the organization's catering operations and developed solutions accordingly
  • Collaborated with cross-functional teams to create new processes that enhanced operational efficiency
  • Managed budgeting process for catering sales division, ensuring all expenses were within allocated limits
  • Represented company at trade association meetings to promote products
  • Analyzed trends and results to determine annual unit and gross profit plans
  • Collaborated with clients to create spectacular events ranging from weddings, business meetings, golf tournaments and fund raising galas
  • Provided guidance on menu selection, event planning, logistics and other aspects of catering services delivery
  • Created an innovative approach to customer service, resulting in increased customer satisfaction scores
  • Established relationships with key customers to ensure repeat business opportunities
  • Organized marketing events such as conferences, meetings or trade shows to generate leads and grow client base
  • Leveraged social media platforms for lead generation initiatives

Director of Catering Sales

The Golf Club of Georgia
01.2017 - 04.2020
  • Provided leadership in developing corporate vision, mission, values, and culture
  • Negotiated and managed partnerships with vendors and suppliers
  • Directed the planning and execution of new projects
  • Identified areas of improvement within various departments through detailed analysis of current practices
  • Oversaw the development of new products and services
  • Supervised work of other department managers to verify high quality results
  • Oversaw 4 teams of sales and event operations staff at 4 different venues
  • Negotiated and approved contracts with suppliers and distributors
  • Administered programs for selection of event sites, event execution, and provision of equipment and supplies
  • Directed strategic planning efforts that enabled the organization to achieve its short-term sales goals and brand identity while positioning itself for long-term success
  • Revamped existing processes to streamline operations while increasing efficiency
  • Provided guidance on menu selection, event planning, logistics and other aspects of a successful event or museum exhibit
  • Created an innovative approach to customer service, resulting in increased customer satisfaction scores
  • Identified areas of opportunity within the organization's catering operations and developed solutions accordingly
  • Collaborated with cross-functional teams to create new processes that enhanced operational efficiency
  • Managed budgeting process for catering sales division, ensuring all expenses were within allocated limits
  • Represented company at trade association meetings to promote products
  • Analyzed trends and results to determine annual unit and gross profit plans
  • Collaborated with clients to create spectacular events ranging from weddings, business meetings, golf tournaments and fund raising galas
  • Provided guidance on menu selection, event planning, logistics and other aspects of catering services delivery
  • Created an innovative approach to customer service, resulting in increased customer satisfaction scores
  • Established relationships with key customers to ensure repeat business opportunities
  • Organized marketing events such as conferences, meetings or trade shows to generate leads and grow client base
  • Leveraged social media platforms for lead generation initiatives
  • Laid off due to Covid

Owner

Jacaranda Productions - Event Company
01.2008 - 01.2017
  • Implemented creative pricing strategies that maximized profits while maintaining competitive edge
  • Managed sales and event operations team to consistently achieve growth and hit sales and customer service targets
  • Provided guidance and mentorship for junior-level staff members
  • Monitored costs, competition and supply and demand to establish and adjust selling prices
  • Operated, owned and managed the daily operations of a busy regional events company, related to customer service, inventory management, and marketing
  • Negotiated contracts and agreements for client events with business partners, vendors, and customers
  • Managed budgets effectively by accurately forecasting expenses and revenues
  • Developed strong relationships with vendors to secure favorable pricing agreements
  • Monitored industry trends to identify opportunities for improvement
  • Organized and managed multiple teams of event employees (culinary staff, serving staff, set up and operations staff), ensuring that all tasks were completed on time and within budget
  • Analyzed sales figures to identify areas where additional resources are needed
  • Implemented cost-saving measures throughout the organization while maintaining excellent customer service levels
  • Clients included Home Depot, Northside Hospital, The Weather Channel, Kimberly-Clark, CNN, Turner Studios, Sage Software, Starz, Delta Airlines, Porsche Cars North America

Education

Bachelor of Science (B.S.) - Environmental Studies

Griffith University

Skills

  • Complex Event Management
  • Contract and Vendor Management & Negotiation
  • Operations Management
  • Business Planning
  • Logistics Management
  • Staff Management
  • Budget Control
  • Business Development
  • Sales Management
  • Fundraising Events
  • Program Management
  • High Level Verbal and Written Communication
  • Strategic Planning and Project Management
  • Facilities Management
  • Hiring and Retention
  • Legal and Regulatory Compliance
  • Creativity and Innovation
  • Customer Relationship Management
  • High Level Event Planning & Execution
  • Training and Development
  • Trade Show Management
  • Partnerships and Alliances
  • Marketing Strategy
  • Conflict Resolution
  • Schedule Management
  • Customer Retention
  • Event logistics management
  • Budget management
  • Team leadership
  • Brand visibility enhancement
  • Problem solving
  • Time management
  • Continuous improvement
  • Relationship building
  • Sales presentations
  • Client relationship and account management
  • KPI tracking
  • Promotional sales events
  • National and International account management

Timeline

Sales Manager (Events, Exhibits and Trade Shows)

Showbox Exhibits
10.2024 - Current

Director of High Impact (Trade Shows & Exhibits)

Displayit
01.2023 - 10.2024

Vice President - Electric Events

Electric Hospitality
02.2022 - 01.2023

Director of Catering Sales & Operations

The Woodruff Arts Center
12.2020 - 02.2022

Director of Catering Sales

The Golf Club of Georgia
01.2017 - 04.2020

Owner

Jacaranda Productions - Event Company
01.2008 - 01.2017

Bachelor of Science (B.S.) - Environmental Studies

Griffith University

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ANNELYSS WILLIAMSON