Shermell Williams
Director of Operations, Messe Frankfurt Inc.
shermell.williams@usa.messefrankfurt.com
Number of events in 2025: 6
Types of events: Large-scale trade shows
Average number of attendees in 2025: 8,000
What is your role associated with meetings and events?
I serve as a strategic leader overseeing the full operational and logistical planning of large-scale trade shows and technical events within the Messe Frankfurt portfolio, including Techtextil North America. I manage all aspects of event execution from initial budgeting and vendor selection to onsite operations and post-show reconciliation, ensuring every element aligns with organizational goals and client expectations. My position requires consistent collaboration across departments, contractors, and international partners to guarantee a seamless experience for both exhibitors and attendees.
What skills do you think are essential for planning successful meetings and events?
Successful meetings and events require a balance of strategic planning, meticulous attention to detail, and strong communication. I believe adaptability, collaboration, and the ability to anticipate client and stakeholder needs are equally critical. Operational excellence comes not only from creating thorough plans but also from building trusted relationships with vendors, venues, and internal teams to ensure flawless execution.
What is your philosophy or approach to challenges and unexpected issues?
I approach challenges as opportunities to demonstrate leadership and resourcefulness. My philosophy is to remain calm, assess the situation quickly, and make informed decisions that keep the event moving forward without disruption.
Transparency and communication are key. I ensure all stakeholders are aware of the situation, the solution, and the next steps.
How do you keep up with industry trends, changes, and cutting-edge developments?
I stay current through industry conferences, peer networks, and by closely following thought leaders and professional organizations, such as MPI and PCMA. I also make a point of maintaining strong relationships with venues, vendors, and contractors, who often provide early insights into new trends, technology, and best practices.
What do you enjoy most about your job?
What I enjoy most is seeing the tangible results of months of planning come to life and creating meaningful experiences for attendees. Knowing that every detail contributes to the overall success of an event and ultimately strengthens the client’s brand and goals is incredibly rewarding.
How would you describe your biggest professional success?
My biggest success has been managing large-scale trade shows and ensuring seamless operations year after year. For example, I successfully executed all assigned shows without issue, even under demanding timelines and complex logistical challenges. The consistent delivery of flawless events, paired with recognition from leadership and clients, stands out as a true professional accomplishment.
Please share an anecdote about a unique or unusual event that you organized.
One unique experience was coordinating a show where multiple stakeholders had differing priorities, and unexpected last-minute changes to layouts and vendor schedules created significant challenges. By establishing a central command process and clear lines of communication, I was able to realign all parties, rework schedules overnight, and ensure the event opened on time—without any visible impact on attendees. This reinforced my belief that flexibility and proactive communication are the cornerstones of successful event management.
What is the best professional advice you ever received, and what advice would you offer others in the industry?
The best advice I ever received was to plan thoroughly, but always be ready to pivot. In this industry, preparation is key, but adaptability is what distinguishes excellent planners from good ones.
My advice to others is to invest in relationships. People remember how you make them feel during high-stress moments, and building trust makes everything else easier.
What do you hope to achieve or look forward to as you plan events in 2026?
Looking ahead to 2026, I hope to continue delivering events that set new standards of excellence while incorporating emerging technologies and sustainable practices. I am particularly excited about the growing role of hybrid experiences and how they can expand reach and engagement. My goal is to remain at the forefront of these advancements while maintaining the personalized, human touch that makes events memorable.
