
Emerald+Questex: Inside the Merger with Chief Commercial Officer Kate Spellman
In this month's episode of Trade Show Talk , TSNN 's Danica Tormohlen speaks with Kate Spellman , Chief Commercial Officer of the newly combined Emerald and Questex , which were both purchased by global alternative asset manager Apollo-managed funds with the sales officially closing July 14 . Spellman shares how she's approaching the integration, why she sees enormous growth potential in the merger, and how AI, data, and year-round engagement are changing the way the industry sells and delivers value. Spellman breaks down three major organic growth opportunities: event extensions, digital products, and deeper year-round content programs. She also explains why consultative selling and stronger ROI reporting are becoming essential for modern event businesses. The conversation then turns to Apollo's investment in live events, the role of first-party data, the importance of personalization, and how AI is already accelerating sales and marketing performance across the portfolio. The episode concludes with an advocacy update from Tommy Goodwin , President and CEO of the Exhibitions and Conferences Alliance ( ECA ) on tariffs, industry policy, and new initiatives designed to keep professionals connected and engaged year-round. Highlights from the podcast : Why the Emerald x Questex combination is a "once-in-a-lifetime opportunity: How integration can remove silos and unlock scale Why one-to-one meetings and personalized outreach are here to stay How AI SDRs are generating faster responses and measurable revenue Why event tech, martech , and data should function as one connected stack The latest updates on industry advocacy and tariff pressure Timestamps: 00:00 - Introduction to Kate Spellman and her expertise in digital transformation 00:45 - Kate's career highlights and impact on enterprise value at Penton and Informa 01:35 - Overview of her current role as Chief Commercial Officer at QuestX and Emerald post-merger 02:28 - Excitement around the Emerald and Questex merger and industry growth opportunities 03:21 - The industry's shift towards year-round connection and data-driven ROI 04:01 - Lessons from past integrations at UBM and Penton on building capabilities and organic growth 05:24 - Strategic focus on market knowledge, vertical expertise, and partnership building 06:18 - Leveraging talent and data to accelerate growth and scale shows 07:06 - The integration approach for Emerald and Questex , including the role of data and leadership tours 08:25 - Managing siloed structures and creating unified, scalable event portfolios 09:42 - Expansion of digital pharma and biotech events, and the importance of large trade shows 10:33 - Emphasizing strategic thinking over siloed operations for bigger, more impactful events 11:02 - New market opportunities from the industry merger and what it means for customers 11:58 - Industry investment in live events by Apollo funds and the focus on building trust and relationships 13:20 - How the combined company will enhance customer experiences in the next 12 months 14:09 - Rebranding strategies and new offerings to clients via the merged entity 15:29 - Organic growth opportunities including event extensions, digital products, and full-year programs 16:46 - The emergent importance of year-round engagement and personalized content strategies 17:15 - Evolving sales strategies towards high-touch, consultative approaches and larger client relationships 18:13 - The industry's move toward data-driven ROI and how event tech is converging with Martech 20:06 - The deployment of AI for sales, marketing, and personalized attendee experiences 21:26 - Successful AI integration at QuestX and Emerald, and future potential 23:16 - AI's measurable impact on revenue, responsiveness, and client engagement 24:29 - Building communities and continuous content sharing outside of event periods 25:24 - Strategies to keep databases fresh and maximize year-round outreach 27:25 - The shift in sales conversations toward strategic partnerships and high-value clients 29:13 - How industry relationships are deepening among large companies and new client acquisition 33:47 - Emerging trends underestimated by organizers, such as one-to-one marketing and sophisticated reporting 34:33 - The importance of creating memorable, experience-driven events and personalized journeys 35:02 - Personal interests and travel essentials of Kate Spellman 36:23 - Memorable first shows and recent events attended 36:53 - Travel plans and upcoming listening tours Advocacy Update with Tommy Goodwin, ECA 37:21 - Tommy Goodwin joins for an advocacy update from the Exhibitions and Conferences Alliance 37:46 - Update on the OMB proposal and the industry's response 38:08 - More than 500,000 comments submitted on the proposal 38:32 - Follow-up conversations with the White House and OMB 39:47 - New tariffs affecting imports from multiple countries and the ongoing uncertainty 41:12 - Why tariff pressure matters for 2027 planning 42:45 - New ECA programs designed to keep advocacy active year-round 43:12 - Returning ECA Votes program ahead of the 2026 election 44:25 - Upcoming appearances at the ASA annual meeting and SISO Leadership Conference 44:53 - Closing thoughts and thanks from Danica and Tommy Guest bio: Kate Spellman, Chief Commercial Officer, Emerald+Questex Kate Spellman is a senior commercial operating executive known for driving enterprise value creation across B2B information services, with deep expertise in monetizing data, digital, and event-led platforms. She has led P&L and go-to-market functions across businesses ranging from $20M to $800M+ in revenue, operating within private equity, public company, and founder-influenced environments. Her work consistently centers on accelerating revenue growth, expanding margins, and scaling platforms through both organic and M&A-driven strategies. Leadership Scope Functional leadership across Sales, Marketing, Product Marketing, Data, Digital, Events, and Customer Experience Experience leading global, cross-functional teams across the U.S., Europe, and Asia Team sizes ranging from ~25 to 150+ across centralized and business unit structures Oversight of multi-channel revenue engines spanning events, subscriptions, data products, and digital media Currently, Ms. Spellman serves as Chief Commercial Officer at Questex , where she leads monetization strategy across events, data, digital, and content. She is responsible for commercial execution, product monetization, and go-to-market optimization, directly supporting scalable growth and EBITDA performance across the portfolio. Previously, as Chief Marketing Officer at Questex , she built and led a centralized Centers of Excellence model spanning products, data, events, digital, content, and customer experience. This operating structure enabled more efficient cross-platform monetization, drove record revenue and EBITDA performance, and materially expanded digital and event-based revenue streams. Ms. Spellman was a member of the Executive Committee at Penton, where she played a key role in tripling enterprise v alue, culminating in a $1.67B sale to Informa. Following the acquisition, she was promoted into Informa's Executive Leadership team, where she founded and scaled the global Informa Engage business unit, driving over $200M in new product launches and revenue growth. Earlier in her career at UBM, Ms. Spellman launched new business lines, expanded international operations, and built high-performing commercial teams across the U.S., Europe, and Asia, further establishing her track record in scaling global platforms. Ms. Spellman brings deep experience operating in acquisition-driven environments, including M&A and exit experience, integration, commercial transformation, and organizational scaling . In addition to her operating roles, Ms. Spellman has served on multiple boards and advisory councils , providing strategic oversight and governance across B2B media, data, and information services platforms. Her expertise is sought after across the events and media industry, and she has won multiple awards for her contributions.













