While many successful executive leaders may tout impressive track records for driving revenue growth and operational efficiency at their organizations, not all can boast a talent for connecting with teams, inspiring loyalty, and motivating individuals to excel out of a genuine commitment to that leader’s vision. This unusual talent for cultivating a positive, collaborative, and inclusive work environment that inspires professionals to take risks, innovate, and grow is what sets a transformative leader such as Karalynn Sprouse apart from the C-suite pack. 

As Executive Vice President at Emerald, where she has worked since 2013, Sprouse oversees the company’s largest revenue portfolio, comprised of multiple sectors including Gift, Home, Cannabis, Merchandise, Lifestyle, and International Sourcing. A key member of Emerald’s global executive leadership committee, she is responsible for increasing market share, building new revenue streams through strategic partnerships, and creating a solution-based sales and customer success approach.  

Instrumental in Emerald’s consistent growth, international expansion, and industry positioning, Sprouse has played a key role in acquisitions including MJBizCon, IGES, International Fastener Expo, and Prosper Show, and has carried out transformative work with events such as NY NOW to improve the buyer experience.  

An accomplished corporate sales leader and marketer with more than 25 years in the media and event marketing industries, Sprouse’s extensive CV includes leadership roles at UBM Advanstar (now Informa plc), where she served as Vice President for MAGIC International, and as Vice President of Advertising for the Los Angeles News Group, a division of Media News Group.  

But while her lengthy business achievements deserve attention and praise, Sprouse is often heralded as a much-beloved industry peer and leader who has mastered the art of connection – not just with the audiences that flock to the trade shows and events she oversees, but also the industry professionals who thrive within the supportive workplace culture she has fostered in her division. 

“My leadership style is rooted in fostering meaningful connections, which I believe are at the heart of transformative leadership,” Sprouse said. “Collaboration and open communication are foundational to our success, and I prioritize creating an environment where everyone can flourish and contribute their best work.” 

TSNN had a chance to catch up with this recent recipient of the 2024 TSNN Industry Icon Award to hear more about her leadership philosophy, how sharing, teaching, and mentoring others equates to better and stronger leadership, and why collaboration is a female executive’s true super-power. 

In your time in the trade show industry, what key experiences have shaped your approach to leadership and team motivation? 

My 17 years in the trade show sector have taught me the importance of standardization, adaptability, and knowledge-sharing in leadership. I’ve learned to create playbooks and best practices that not only improve operational efficiency but also provide tools for emerging leaders, especially women, to succeed in complex environments. 

If I were to choose two words to live by, they would be ‘adaptability’ and ‘resilience.’ This mindset is crucial in our fast-paced industry, where I encourage my teams to embrace change and turn challenges into new opportunities. This includes encouraging risk-taking and learning from our failures, as we build stronger, more confident leaders. 

Lastly, I would say knowledge transfer is critical for any leader or emerging leader. Sharing, teaching, and mentoring others not only strengthens the team but also makes you a better, stronger leader. 

Collaboration seems to be a cornerstone of your leadership philosophy. How do you foster a culture of teamwork and shared success within your organization? 

It starts with leading by example. I model collaboration, even when others don’t, and I develop intentional strategies that align with my leadership philosophy, expecting the same from my team. Inclusivity and open communication are key. 

My team will recognize this one: I say, ‘always find a way to say yes,’ even if it’s uncomfortable. Certainly, we all need boundaries, but the default should never be ‘no.’ It’s surprising how creative we can get when we try harder to find solutions together. 

Can you share some examples of how you connect with your teams to inspire them? 

Drawing from my diverse experience across various industries and companies, I leverage this broad expertise to inspire and guide my teams. This, coupled with my passionate commitment to talent development, allows me to cultivate a workplace where innovation thrives, and individuals can reach their full potential. 

A key aspect of my approach is leading by example. I strongly believe in being a visible role model, never asking my team to undertake tasks I wouldn’t do myself. This hands-on approach not only builds trust but also demonstrates my commitment to our shared goals. 

Furthermore, I embrace transparency by openly sharing my own professional journey, including both successes and challenges. By discussing the lessons I’ve learned, and continue to learn, I foster a culture of continuous growth and resilience. This openness encourages my team to view challenges as opportunities for development, embodying the spirit of #alwaysbelearning. 

You emphasize a growth mindset within your teams. What initiatives have you introduced to promote continuous learning and development among your staff? 

Building trust is key to fostering a growth mindset. By openly sharing organizational goals, decisions, and challenges, we lay the foundation for collaboration and open communication. We create a shared vision, set individual stretch goals, and ensure everyone has a common purpose. Regular check-ins and making space for new ideas are critical to maintaining that growth mindset. 

I encourage my teams to spend time with customers and cultivate partnerships with key industry organizations to ‘own’ their sector. Staying relevant is important, so we focus on mentorship, structured training, and fostering a culture of innovation. Succession planning is also a priority—I work with peers to identify and nurture high-potential talent, preparing them for the next level. 

Former team members have frequently expressed their desire to work with you again. What do you believe contributes to the loyalty and positive atmosphere you’ve cultivated? 

I have always taken a firm but fair approach to leadership, offering structure and mentorship—something that was key to my own growth as a young leader. Loyalty is built by first establishing trust, being empathetic, and empowering others. I aim to create an environment where my team feels valued, motivated, and inspired. 

I love recognizing and rewarding those who go above and beyond, collaborate, and exceed their goals. I’m committed to investing in development and providing opportunities for growth. I foster a space where team members feel comfortable sharing ideas and concerns without fear of judgment, and I always celebrate successes openly. Ultimately, I lead by example, with work ethic, integrity, and dedication setting the standard for my team. 

What advice would you give to aspiring women leaders in the exhibitions industry wishing to make their mark? 

Mentorship and sponsorship are critical at every career level. Seek mentors who can guide you and sponsors who will advocate for your growth. Building a network of allies to support and amplify your voice is equally important. When women unite, our collective voice becomes a powerful catalyst for change, breaking down barriers and driving transformation in our industry.  

Additionally, remember to confidently speak up in meetings and advocate for your contributions. Women’s ideas are often overlooked, so it’s crucial to ensure your voice is heard. Backing up your ideas with data is essential for earning respect and demonstrating your value. Do not just ‘speak’ to be heard if you want respect, have the data behind it. I would also say it’s critical to develop your listening skills; people will be drawn to you if they feel really heard.  

Our strength lies not just in individual achievement but in lifting each other up, creating a more inclusive environment for women in leadership. Lastly, don’t be afraid to take risks or step outside your comfort zone. Growth happens when you challenge yourself.  

Know a dynamic trade show industry leader who deserves some time in the spotlight? Reach out to lisa.savas@informa.com and danica.tormohlen@informa.com.

Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE, listen to our latest podcast HERE and engage with us on LinkedIn!