Our 2025 Women in Events Special Report tackles 2026 forecasting, multigenerational superpowers and strategic career moves. Meet the honorees, and explore this year’s roundtable discussion.
Shanise Anderson, Director-Global Equity and Brand Experience,
Neutrogena
If you could change something about the industry, what would it be?
I’d love to see the industry strike a better balance between flash and function. At Coachella, for example, our large Neutrogena-branded sunscreen towers weren’t just eye-catching, they also met a real need by giving festivalgoers a chance to pause and protect themselves from the harsh desert sun. When experiences deliver both excitement and utility, we move the industry forward.
The most important skill an event marketer should have today.
Adaptability is essential in this industry as plans can shift overnight, from compliance updates and weather changes to unforeseen challenges on the ground. The best event marketers pivot quickly, protect the experience and keep the brand story intact through it all.
Something you’d tell your younger self at the start of your career.
I’d tell my younger self to have confidence in her ideas—they deserve to be heard. When grounded in strategy and purpose, even the boldest of ideas can make a real impact.
Best way to boost confidence before a meeting or event.
I remind myself of the hours my team has put into every detail, which reassures me that we’re set up for success. Then, I shift my focus to the people I’m serving. That’s what gives me purpose and pride. And finally, a great pre-event playlist always helps!
Your favorite female role model and why.
My mother. She is my blueprint for leadership under pressure—resilient, composed and resourceful—the same qualities I lean on most during events.
Complete this sentence: Artificial intelligence in events is…
…an accelerator of creativity—efficient, but never a substitute for human empathy and authentic connection.
Plants, pets or kids?
Kids! My two little ones embody curiosity and authentic joy in ways that inspire me daily.
Featured image credit: iStock/Tufan
