Journey through b2b event leadership at Samsung Electronics.

What happens when you’re not just managing a brand’s presence at an event, but becoming the face of it?

That’s the question I had to answer when I stepped into a visible role representing Samsung Electronics at industry events across Europe. Not just as a speaker or marketer — but as a strategic bridge between product, positioning, and partnership.

But let’s start earlier than that.

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Origins of the Desire to Represent

School came easily to me. My teachers used to tell my mom,

“David can do anything he likes if he sets his mind to it.”

"Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla a rhoncus purus. Aenean commodo luctus vehicula. Nam non facilisis diam, sit amet pellentesque ligula. Phasellus males."vAnd they were right — until I entered the working world.

Working in IT had always been a dream. So when I landed my first role at AXI, I gave it everything. Back then, vendor training was the norm: HP, IBM, Microsoft — each organizing their own programs to keep partners sharp and certified.

I remember sitting through countless sessions organized by Eric Hikspoors, absorbing everything. But I also remember something else:

I used to look up at the person in front of the room and think,

“One day, I want to be that guy.”

To own the room. To represent my company. To carry the message with clarity and confidence.

That quiet ambition never left.

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Why Representation at Events Still Matters in 2025

In a  world that’s increasingly digital, remote, and flooded with on-demand  webinars, it’s tempting to downplay the importance of physical presence. But here’s the paradox: the more virtual our world becomes, the more powerful strategic  presence feels in person.        When representing Samsung, it  wasn’t about smiling at a booth or handing out flyers. It was about:        Reading the room: Who’s leaning in during the keynote? Who’s asking technical  questions? Where are the buyers hanging out?    Orchestrating influence: Ensuring alignment between the public story (presentations,  panels) and the private one (1-on-1 meetings, corridor talks).    Closing loops: Turning feedback from the field — partners, resellers, even  competitors — into valuable insights that shaped future campaigns.

You’ve got a business, we have got brilliant minds

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Expect more by advertising more

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