Jane Lorimer, MBA, CME

Ms. Lorimer has 25+ years experience in business management and research. Her experience ranges from being an area sales manager with Adolph Coors Company, to heading up a research and promotion arm of the convention industry to directing strategic marketing for a large, international exhibit designer producer.

Lorimer is managing director for Lorimer Consulting Group (LCG), a hands-on advisory group. LCG specializes in measurement-driven tradeshow/event effectiveness, event research, marketing intelligence and tradeshow and event strategy. Lorimer’s firm also specializes in business development for show organizers and exhibit suppliers.

Jane was formerly vice president client relations and industry analysis for Exhibitgroup/Giltspur, one of the nation’s largest designer builders of tradeshow exhibits. Her responsibilities included managing and directing their client loyalty initiatives and key account strategies, providing management briefings on industry direction and trends, as well as serving as the primary architect for the annual operating plan.

She is the past chief executive for the Center for Exhibition Industry Research (CEIR), formerly known as Trade Show Bureau. CEIR is the exhibition industry’s primary research and promotion arm. At that time, she spearheaded an organizational turnaround, which was successfully achieved through improving product quality and increasing research and media attention to the industry.

Ms. Lorimer’s experience also includes eleven years with Adolph Coors Company, serving as territory sales manager, customer satisfaction task force leader, and corporate exhibit manager. Lorimer’s territories averaged 8.5% sales increases per year. She was credited with launching a successful company-wide long running, public relations program designed to neutralize adverse perceptions about the company. Under her direction, the corporate exhibit department was responsible for producing over 250 events a year including B2B and B2C events. She pioneered many show/event measurement and research techniques that serve as industry standards yet today.

She is a noted convention industry speaker and writer. Jane was selected as one of the “Ten Most Influential People” in the display building industry. She was also named one of 1,000 “Women of the ‘90’s” by Mirabella Magazine and won sales awards with Coors.

Lorimer holds an MBA from the University of Colorado and is a Certified Manager of Exhibits (CME) through Trade Show Exhibitors Association (TSEA). She has held board positions with American Marketing Association, TSEA, Exhibit Designers & Producers Association, Convention Industry Council, APEX Task Force, and has served on the TS2 Advisory Committee. She is also affiliated with Exhibitor Show’s Executive Roundtable and is chair of the volunteer committee for Susan G. Komen in Denver.

Jane has been a member of TSEA since 1982. When we asked her how membership has helped her career, she replied, “I initially joined to learn the basics about exhibiting that were mostly logistics related. Then I was encouraged by my employer at the time, Coors, to become an expert through the organization’s certification program. In 1983, I presented case studies about measuring outcomes at public shows, which led to serving on the IEA board of directors from 1984 to 1989. I became a frequent presenter at TSEA’s annual meeting, and served on a number of education advisory groups. As the interview closed, Jane told me, “I stay connected to TSEA because I believe in the power of having a unified voice for exhibitors and event managers.”