Over the course of the CN 30underThirty programme, Conference News will be speaking to members of the programme about their professional journey and the causes they’re championing to shape a more inclusive, forward-thinking industry.
This week, we meet Aimee Haddock, senior marketing executive at The Financial Times Live. In this interview, she discusses her passion for community building in B2B events and why she wanted to work in events.
What made you want to get involved in the industry and why?
I didn’t start out in events but I decided before my career began that I wanted to work in events. However, the pandemic occurring the same year I graduated, which made that a bit of a challenge. I took, what I felt was the most logical step into marketing because many businesses place ‘events’ within that department.
Having managed events internally for a variety of B2B companies, the role at FT Live felt like an amazing fit. Coming from a broader B2B marketing background, I believe that strong marketing principles apply across any industry. What drew me in was how tangible event marketing is. You’re working towards a fixed moment in time, where everything comes together in a shared experience. That combination of strategy, creativity and real-world impact is what has made me want to stay and build a career in it.
What is the first career highlight that comes to mind?
Delivering my first full cycle of FT Specialist events stands out immediately. Being trusted to lead marketing across multiple flagship events in my first year in the industry – and seeing them successfully come to life – was a huge milestone and a real confidence boost.
What have you learned about yourself since entering the events world?
I’ve learned that I thrive in fast-paced, deadline-driven environments and that I’m more adaptable than I gave myself credit for. I’ve also realised that bringing my full self to my work – being open, collaborative and confident in my ideas – is one of my biggest strengths.
If you could give your younger self one piece of advice when starting out in events, what would it be?
Trust yourself earlier. You don’t need to have everything figured out to add value. Ask questions, get involved, and don’t be afraid to bring a different perspective – that’s often where the most impact comes from.
How important are schemes such as CN 30under30 and do you believe the industry does enough to support young professionals?
Schemes like CN 30underThirty are incredibly important. They recognise potential early, create visibility and give young professionals access to a wider network and community. The industry is moving in the right direction, but more can always be done to create structured opportunities, mentorship and clearer pathways for early-career talent.
How do you see the events industry changing over the next five years, and how do you want to be part of that change?
I think we’ll see a shift towards more community-led, continuous engagement rather than one-off events. Audiences expect more personalised, relevant experiences, and events will need to reflect that. I want to help shape that shift by building event strategies that focus on long-term value, stronger audience connections and more meaningful experiences.
What is an issue or topic within the industry that you think is important and want to champion? Can you explain a bit about it?
I’m particularly passionate about community building in B2B events. Too often, events are treated as isolated moments, when they have the potential to bring people together in a much more ongoing and meaningful way. Creating that sense of belonging can completely change how audiences engage, especially given the continual advancements in technology, our ability to reach people around the world online, events need to be more than just what happens on the day.
Why is this particular issue or topic important to you?
From a marketing perspective, I’ve seen how much stronger engagement becomes when people feel connected, not just targeted. Personally, I’m drawn to the idea of events as spaces that genuinely bring people together, not just professionally but in a way that creates lasting value and keeps them coming back.
What do you plan to do to continue to champion the topic?
I want to continue exploring ways to build year-round engagement around events, whether through better use of content, digital touchpoints or creating opportunities for peer-to-peer interaction. It’s about thinking beyond the event day itself and understanding what people are looking to achieve.
What can the industry itself do to better champion this topic?
The industry can focus more on long-term audience relationships rather than short-term attendance metrics and revenue targets. That means investing in community platforms, encouraging collaboration between teams and being more open to experimenting with new formats and engagement strategies.
The CN 30underThirty is a 12-month programme that recognises and supports young talent from the conference and meetings industry. Find out more about the CN 30 under 30 class of 2026 here.