As Head of Events & Experiences for Global Markets at Tata Consultancy Services, Geeske Doeve brings both strategic clarity and creative spark to some of the world’s most influential corporate gatherings. With a global outlook and a human-centered mindset, she leads high-impact client experiences that balance innovation with cultural nuance. In this EVA spotlight, Geeske shares how she leverages AI to fuel creativity, what she’s learning from the challenge of global-local alignment, and why connection matters more than perfection.
- What’s your role, and what inspires you most about your work in event marketing?
As Head of Events & Experience, Global Markets at Tata Consultancy Services (TCS), my role centers on driving the strategy, design, and execution of our flagship client-facing events worldwide.
What inspires me most about this work is the unique ability of events to bring people together in meaningful ways. I find great energy in collaborating with diverse teams, creating event experiences that truly resonate.
- What challenge are you currently facing that others in EVA might relate to?
Striking the right balance between global consistency and local nuances. Many peers I speak to are facing similar questions: How do we standardize without becoming generic? How do we scale excellence while staying agile? It’s a rewarding challenge, and one that underscores the evolving role of event leaders as strategic connectors across geographies, cross-functional teams, and cultures.
- What’s one strategy or tool that has helped you create impactful events lately?
One approach that’s been particularly powerful for me is leveraging AI to spark creative thinking and explore concepts from new angles. Whether it’s testing ideas, refining messaging, or understanding audience behavior, tapping into smart, data-driven tools allows me to accelerate the creative process and challenge conventional assumptions. It’s like having a sparring partner who’s always available. It doesn’t replace the human touch that’s so essential in our field, but it absolutely enhances it.
- How do you see the role of women evolving in the events industry?
Women have long played a pivotal role in the events industry, often leading from the front when it comes to creativity, organization, and client engagement. What I see evolving now is not presence, but recognition and influence: more women stepping into strategic and executive roles, shaping not just the delivery of events, but the business thinking behind them.
That said, there’s still work to do, particularly in areas like visibility, mentorship, and equitable opportunity at the global level. The momentum is there, and I believe it’s up to all of us, regardless of gender, to keep driving that change forward in a meaningful, lasting way.
- What’s one piece of advice you’d give to other EVAliers around the world?
Focus on connection over perfection. In global events, especially those with high visibility, it’s easy to get caught up in flawless execution. But the real impact comes from how an experience makes people feel, and how it strengthens relationships. That’s what clients remember.
Also, don’t underestimate the power of peer collaboration. Some of the best ideas, shortcuts, and solutions come from honest conversations with other event professionals, especially those outside your immediate market or industry.
Geeske’s thoughtful approach reminds us that in a rapidly changing events landscape, it’s not just about keeping up, it’s about staying connected: to people, to purpose, and to possibilities. Her insights resonate deeply with the EVA community, where shared challenges become collective growth, and where women like Geeske are redefining leadership in event marketing on a global scale.
No responses yet