Powerful Women’s Series: Danica Cullins

Chicago – To celebrate Women’s History Month, Trade Fair Directors (TSEs) focus on some of the most effective and influential leaders in the industry – they happen to be women. Today, TSE highlights Danica Cullins, Executive Vice President of Health and Nutrition at Informa Markets. Cullins is responsible for the strategy, innovation, growth and organizational structure of health and nutrition portfolios in her role, including Informa’s Supplyside and Natural Products Expo showcase.

MADDY: In your career, has the industry advanced in terms of gender equality?

Danica: In my career, the trade exhibition industry has made great progress in gender equality. I’m lucky to always work with leaders who see my value first. When I started, I was lucky enough to be hired by a woman (yelled to Joey Pouliot!). My career began as a strong leader and mentor for both women and men. I can see that the leadership role elsewhere in the trade show industry is mainly held by men, and women often have to balance and work harder to prove themselves. Today, I think we are more intentionally creating avenues for women, whether through mentoring programs, leadership training or flexible work arrangements that adapt to different needs. As a result, we see more talented women in leadership positions.

MADDY: Where do we still need to improve?

Danica: Over the past decade, I have seen men increasingly take family leave and ask for accommodation to balance work and family needs. I think normalizing family responsibilities for all is one of the ways we accelerate gender equality in the workplace. I have two teenage sons who are convinced they benefit from watching me become a mother and a professional. My husband and I shared the parenting responsibilities and it was all different.

Relatedly, we also need to focus on retention. As women progress in their careers, they often face the challenge of balancing work and personal responsibilities, especially in demanding industries like ours. Give people flexibility and also provide them with the opportunity to prove themselves. I think we need to empower women, especially working mothers, to make their careers decide their own decisions and support their success. Women can really do it all – we should celebrate and advocate for it.

Related. Powerful Women’s Series: Diane Vidoni

MADDY: What are the misunderstandings you want to eliminate women in this industry or women in leadership?

Danica: One misunderstanding is that women’s confidence may not be able to cope with the high-pressure needs of the industry. The reality is that women always show resilience, creativity, and leadership with empathy – qualities that are crucial in demanding roles.

Another misconception is that female leaders focus only on “soft skills” rather than hard business metrics. I come through sales, let me tell you – I have to compete. The truth is, many of the women I work with are not only incredible relationship builders, but are in-depth analysis and results-driven, excelling in balancing people’s priorities with achieving business goals.

MADDY: What are your advice for other female professionals in this industry?

Danica: First, trust yourself and your abilities. adventure. Traditionally, women are more risk-averse – but we are equally capable. The industry is fast-paced and constantly evolving, but it also means there is a lot of room for growth and opportunity.

Build a strong network of male and female mentors and peers. These connections can provide guidance, encouragement and opportunities to grow. Don’t be afraid to promote yourself and play a role or project that pushes you outside of your comfort zone.

Finally, never underestimate the power of empathy in leadership. Building real relationships and leading with compassion is the advantage of making a lasting impact – not only in your career, but in the teams and organizations you help shape.

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