Event Marketer’s 2025 B-to-B Dream has been unveiled. Each month, we’re sitting down with one of our all-stars to talk trends, best practices and all things uniquely b-to-b.
Adele Bencsik, Director-Trade Marketing & Sales Operations, Red Bull Canada
Adele Bencsik is “someone who’s always up for a challenge,” and in her career, she’s dedicated herself to learning the business inside out, making connections and exceeding expectations.
Her career began in the toy industry with Toys“R”Us, where she quickly adapted to the fast-paced nature of a business shaped by ever-changing trends and consumer behaviors. This early exposure to retail operations, merchandising and marketing laid a strong foundation for her future in brand strategy.
She then moved to Loblaw Companies Limited, the largest retailer in Canada, where she continued to build on her experience by leading the toy and seasonal category teams. In this role, Bencsik had the unique opportunity to travel extensively, attending sourcing trips in Hong Kong, industry trade shows across North America and showroom visits in Los Angeles. These moments sparked a deeper appreciation for the emotional connection between consumers and brands, and the power of in-person experiences to bring products to life.
“One of the most unforgettable experiences of my career was visiting the Mattel office in Los Angeles and stepping into the Barbie showroom, walking through the Barbie Dreamhouse, admiring the gowns in Barbie’s closet, and even sitting in Barbie’s iconic convertible,” Bencsik says. “In that moment, I felt an incredible connection to the brand, immersed in its story, emotion and legacy. That feeling of inspiration is exactly what we strive to create for others, and for the brands we work for every single day.”
Nearly seven years ago, she joined the Red Bull Canada team, bringing with her a strong background in retail strategy, merchandising and trade execution. Since then, she has played a key role in shaping how Red Bull shows up in the trade environment, both visually and strategically.
In her current role leading trade marketing and sales operations, Bencsik has been instrumental in building a national trade show strategy that reflects the brand’s DNA, highlighting performance, innovation and purpose. Over the past three years, she has developed a suite of trade show tools, processes and booth experiences that not only bring the brand to life, but also support key business priorities. Her approach integrates product functionality, campaign messaging, and Red Bull’s athlete roster to create immersive experiences that are distinctly and authentically Red Bull for customers and booth visitors.
Since launching the formalized trade show process, the team has delivered award-winning shows and received positive feedback from internal teams and external parties. Bencsik’s leadership has helped establish trade shows as a key engagement channel, one that drives both commercial and brand impact. Looking ahead, she says she remains focused on evolving the trade marketing function through “purposeful design, resourceful execution and compelling storytelling.”
Photos: Courtesy of Adele Bencsik
