These interviews are part of a series that highlights new hires within the industry. Have you recently started a new role or do you know someone who has? Submit your ideas to firstname.lastname@example.org.
Kristina Gooding was recently appointed account director for meetings of StoneArch.
1. What are you looking forward to the most in your new role?
Most of all, I’m really looking forward to partnering with our clients on their overall marketing and brand strategy.
So much of marketing today happens on a web page or through a screen, but meetings are different. They’re about that human connection. That’s why I was drawn to StoneArch–because the core of our work is about humanizing our clients’ offerings.
I really want to open up that conversation with our clients and work with them to explore how the connections our meetings create can inspire people throughout the year–and how that experience can extend beyond the venue and become a part of a brand.
2. How do you think past experiences have prepared you for this role?
In many ways, I think this role is the culmination of all of my past roles. Over the course of my career, there isn’t a single facet of event production that I haven’t touched. I’ve sold meetings, I’ve been on the stage, I’ve developed the content—you name it. And the result is that I really know what’s real, what’s attainable. I know the difference it can make to the bottom line, and I know how to achieve that all-important “wow.”
3. How did you get into the industry?
In one way or another, I’ve been on the stage or behind the scenes since I was a child. But I knew that meetings and events were my passion when I was in broadcast news anchoring and reporting. Instead of a one-sided conversation, I wanted to be able to turn a message into an experience, and, ultimately, be able to change how people feel.
4. What are you hoping to achieve in your new role?
I want potential and existing clients to understand that StoneArch is an expert at creating content and storytelling that resonates with highly discerning audiences. Strategy is at the core of everything we do—whether it’s content, integrated campaigns, product launches, or meetings and events. We do our best work when our clients become our partners and invite us to the table to tell their whole story.
5. What do you enjoy most about the industry?
I love so much about this industry. I think that, while the framework of a meeting has remained constant, what excites me is how technology is truly transforming the experiences that meetings can bring. Augmented reality, AI, event diagramming software—I love embracing new ways to create transformative experiences.
But more than anything, I love this work most when I can physically see participants be inspired or motivated to do something differently than when they walked through the door. The 14-hour days, the travel, the crazy details—everything is worth it when you realize that what you’ve put together has made someone feel inspired. It’s about being able to deliver an experience for all of the stakeholders that’s full of meaning, innovation and insights.