Meet Broadsword's Senior Account Director

Michelle is a senior level event professional with over 20 years’ experience in managing project teams, functions and processes, and delivering successful events. With extensive experience in account management at leading global event marketing agencies, Michelle is commercially minded and a highly motivated individual. 

Michelle has a wealth of experience across multiple event formats delivered worldwide. These have included Executive level meetings, Awards, Product launches, Roadshows, Exhibition Trade Shows, User Conferences, Internal Sales & Marketing Conferences, and Virtual Events. 

Clients have included IBM, Gartner, Cisco, Samsung, Tencent, GSMA, Salesforce, Sun Microsystems, GSMA, Hewlett Packard, Unilever, Citibank, Proctor & Gamble, Micro Focus, McLaren, Equinor and ServiceNow.

Michelle is renowned for her ability to build and maintain excellent client, team and supplier relationships, strong negotiation skills and overall account management expertise. With a demonstrated ability to understand and translate financial concepts, successfully manage project teams, motivate staff, foster relationship building and meet large scale deliverables. 

1. What led you to a career in the events industry? 

When I moved back to the UK from Indonesia, I really did not know what I wanted to do – so I signed up with a temping agency who found me a job as an administrator in an IT recruitment agency. One of my friends left to go and work at Reed Exhibitions and a vacancy came up to join the same team. I applied, got the job and started there in a team working on some large exhibition shows – Science in Action at Earls Court, Naidex at Wembley and In-cosmetics in Milan. The rest is history.

2. How do you prefer to start and end your day? 

Starting with a cuddle and kiss from my daughter followed by an iced frappe coffee. At the end of the day stepping away from my phone and having some good conversations. I like to try and read before bed. But also ending with a cuddle and kiss from my daughter. 

3. What was your first job? 

Teaching English as a foreign language to young children in Jakarta.

4. What’s a mistake you made early on in your career, and what did you learn from it? 

Not including VAT within the pricing on an application form for 200 delegates’ registration to an event. I learnt to check, check and then proofread documents again! Being meticulous in my work is crucial. 

5. What’s a work-related accomplishment that you’re really proud of?

Managing an event in Riyadh for 1000 people, including royalty, held over two days in a culturally diverse environment. As a female leading the project, it was also challenging in many ways. To name a few — short lead times to establish legal entities and obtain licences from appropriate ministries, as well as finding appropriate Saudi suppliers to partner with. There were a lot of logistical challenges and by educating ourselves about local workplace etiquette, these were overcome and the delivery of the event was something I am very proud of. 

6. What’s your most-used productivity hack? 

Being deliberate with my time and finishing what I start. 

7. What advice would you give to your younger self? 

Don’t worry too much about what other people think of you and always be kind to yourself.

8. What’s one thing you’re learning now, and why is it important? 

All about Broadsword, the people, my role. Every day I learn something new, and as there are so many new things to learn, what I know today is probably going to be different from what I will know tomorrow. Everything new I learn opens up possibilities. 

9. What’s something you saw recently that made you smile? 

Seeing my daughter practice her lines for her West End debut!

10. What’s the best advice you were ever given? Who was it from?

Always have a Plan B and C! (from my mum)

Broadsword’s Managing Director, Anna Green, commented: 

“This is a really exciting time for Broadsword, having opened our US office at the start of the year and expanding our offering in the Asia Pacific region. Michelle joins us with a wealth of wisdom and global event experience and we are delighted to welcome her to the team.”