As Senior Director of Global Events at Altair, Fiona Richardson leads with a strategic lens and a passion for innovation. Her work spans continents, audiences, and technologies, shaping event experiences that connect people to complex solutions in meaningful ways. In this EVA spotlight, Fiona shares how strong partnerships, evolving technologies, and relentless curiosity fuel her approach to global event strategy, even in the face of tight budgets and rising expectations.
1. What’s your role, and what inspires you most about your work in event marketing?
I’m currently the Senior Director of Global Events at Altair. My role centers on managing our global event strategy, coordinating flagship global events and ensuring that we are creating experiences that connect audiences to our software solutions.
I’m inspired by how technology continues to push the boundaries of what’s possible in event marketing and what’s still to come! We can now design smarter, more engaging experiences for our audiences than ever before.
2. What challenge are you currently facing that others in EVA might relate to?
There are a few! One ongoing challenge is measuring ROI in a way that resonates with leadership. We’re also always looking for better ways to track and quantify engagement – beyond the standard metrics. Perhaps the biggest challenge, which I know others are wrestling with, is of course, budget constraints. Expectations are higher than ever and we’re often expected to deliver more with fewer resources.
3. What’s one strategy or tool that has helped you create impactful events lately?
Reliable vendor relationships are absolutely critical in this game. Whether it’s a booth builder that goes the extra mile for you and thinks one step ahead to prevent issues before they arise, or a video production team that makes those last-minute changes to the keynote presentation minutes before your virtual event is about to start – those relationships are invaluable. The right partners collaborate, anticipate, and elevate the entire experience.
4. How do you see the role of women evolving in the events industry?
We’re seeing more women stepping into leadership roles and driving the strategy, not just the execution. I think that shift is vital because events are becoming increasingly strategic in a world where AI is automating so many functions. The human element of marketing is what sets events apart.
5. What’s one piece of advice you’d give to other EVAliers around the world?
Stay curious and keep asking questions! Every event is a learning opportunity. Whether it’s a minor tweak or a major shift, always look for ways to improve your event. That mindset is what leads to creating truly exceptional experiences.
Fiona’s perspective is a powerful reminder that successful events don’t just rely on flawless logistics—they thrive on trust, adaptability, and continuous learning. As the role of women in events continues to expand from execution to strategy, leaders like Fiona are redefining what excellence looks like in a data-driven, resource-conscious world. Her insights offer both inspiration and practical wisdom for EVAliers navigating similar terrain.
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